1. The ROI of Usability How User-Centered Design Supports your Agency December 5, 2008 Spencer Gerrol Executive Director Human Factors International

2. User-Centered Design Methodology

3. Best Practices Review Scorecard Usability Testing Success Rates Navigation Presentation Content Interaction

4. User-Centered Design Methodology Navigation Presentation Content Interaction Boston New York City

5. User-Centered Design Methodology Navigation Presentation Content Interaction

6. User-Centered Design Methodology Navigation Presentation Content Interaction

7. User-Centered Design Methodology Navigation Presentation Content Interaction

8. User-Centered Design Methodology

9. Visual Design Preference Information Architecture Concept Sketch WireframeVisual MockupsPrototype

10. User-Centered Design Methodology

12. Why should we care about usability? 63% of software projects exceeded their development budgets because of –frequent requests for changes by users –overlooked tasks and/or functionality –users lack of understanding of their own requirements –insufficient user-to-analyst communication and understanding –i.e. because of a lack of customer-centered design methods Lederer and Prassad, 1992. “Nine management guidelines for better cost estimating:” Communications of the ACM, 35(2), 51-59.

13. How usability supports your agency 863 Projects Reviewed Clients paid 10% for usability work. Their ROI was: Sales/conversion 100% Traffic 150% Performance 161% Use of functions 202% “It is common for usability efforts to result in a hundred percent or more increase in traffic or sales.” - Jakob Nielsen

14. How usability supports your agency Wixon & Jones’ case study shows –an increased revenue in the usability-enhanced product by more than 80% over the first release –the revenues of the usability-enhanced system were 60% higher than projected –many customers cited usability as a key factor in buying the new system

15. How usability supports your agency Every $1 invested in usability returns between $2 and $100 (between 100% and 9,900% increase) 80% of software life cycle costs occur during the maintenance phase 60% of that maintenance phase is due to re-work because user requirements were not clear in the beginning Pressman, R. S. (1992). Software engineering: A practitioner's approach. New York: McGraw Hill

16. The earlier, the better…

17. Hidden costs of shortcutting the process

18. Efficiency of investing in the full process

19. Return on Investment Benefits ROI MeasurementCriteria Decrease in # of calls to help desk# or % Reduction in training# of days / hours reduced Increase in usage# of people, # of sessions, or % increases Savings of user’s time# of minutes / hours and / or multiplied by labor rate Savings of programmer’s time# of minutes / hours and / or multiplied by labor rate Error reduction# or % or resulting $$ amount if any Increase in pages viewed# or % increase Decrease in drop-off# of people or % reduction Conversion rate# of visitors who buy or % increase Average order value or net dollar per visitor % increase in $$

20. ROI – but government?

21. ROI for Government

22. 8 hours of training, reduced to 15 minutes = $365,000 saved/year

23. ROI for Government The FAA now saves $2.2 million per year

24. ROI for Government 2001 – Imposed standard Cost to California = $64,000,000 2007 – Institutionalized standard Cost to California = $8,000,000 Savings across agencies : ~ $56M ROI of Institutionalized Standard, CA

25. First we must educate people on the process and the benefits…

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27. About Human Factors International, Inc. Providing consulting and training since 1981 Largest User Experience company in the world Oldest User Experience company Local proximity with a global reach Sample Government Clients Sample Clients