ROI

11 May 2007 - 1:57am
7 years ago
13 replies
1041 reads
johan.dermaut a...
2006

Hi all,

Can someone please, p l e a s e, PLEASE help me. I'm looking for
exisiting, actual, examples of ROI related to usability (and/or UCD).
When I do a search on ROI and usability, most of the examples are from
the previous century or the beginning of this one and are rather vague.

So, what I'm looking for is something along these lines: we had 100
visitors on our homepage, we adapted the navigation and now we have 200.
Or, we sold 10 items a day, we changed the ordering process and now we
are selling 15 items a day. If at all possible with the screen shots
before and after, showing the changes and the price that was paid for
the implemented changes.

Thanks in advance.

Johan

Comments

11 May 2007 - 2:13am
Donna Maurer
2003

But what about the negative stories. We hired a UCD consultant. They
said we should change the structure of the site. We did what they said
and our sales dropped by 50%.

Stories of good ROI are not directly related to the presence of UCD
ideas in a project. There are so many factors.

In fact, Jared Spool, in this interview
(http://www.informationdesign.org/special/spool_interview.php) said:

"We ignore the evidence that, in the last 10 years, there has been no
discernable relationship between corporate investment in user-centered
design practices and the regular production of usable products from
those corporations. The companies that spend the most on UCD, such as
Microsoft and IBM, are notorious for regularly producing unusable
products, while companies that are wowing us, such as Amazon, Dell and
eBay have very small UCD investments. To put things in perspective,
Microsoft has more than 120 UCD professionals on staff, IBM has more
than 200, Amazon has five and Dell has two, last we checked. One of
Amazon's UCD people just went on maternity leave, so they are actually
running at 20% less than normal for now."

On the positive side, there was a good talk at Web Visions two years ago
that highlighted the process and changes. I can't remember whether it
was inherently due to UCD or just to having some smart, hard-working folks:
http://webvisionsevent.com/podcasts/2005/WV05_Chris_Bond.mp3?PHPSESSID=0f3612b77def4ccea87f3d8ffd4da5fb

Oh, don't my biases show ;)

Donna

johan.dermaut at belgacom.be wrote:
> Hi all,
>
> Can someone please, p l e a s e, PLEASE help me. I'm looking for
> exisiting, actual, examples of ROI related to usability (and/or UCD).
> When I do a search on ROI and usability, most of the examples are from
> the previous century or the beginning of this one and are rather vague.
>
>
> So, what I'm looking for is something along these lines: we had 100
> visitors on our homepage, we adapted the navigation and now we have 200.
> Or, we sold 10 items a day, we changed the ordering process and now we
> are selling 15 items a day. If at all possible with the screen shots
> before and after, showing the changes and the price that was paid for
> the implemented changes.
>
> Thanks in advance.
>
> Johan
>
>

--
Donna Maurer
Maadmob Interaction Design
e: donna at maadmob.net
web: http://maadmob.net/maadmob_id/
book: http://rosenfeldmedia.com/books/cardsorting/

11 May 2007 - 2:30am
Henrik Olsen
2006

I have a section about Cost-justification and ROI at guuui.com which
includes some before/after cases. You can find the section here:
http://www.guuui.com/browse.php?cid=151

Henrik Olsen
www.guuui.com - The Interaction Designer's Coffee Break

--
Henrik Olsen

mouseketeers <:3)-
Møllegade 9-13, 3 th
8000 Århus C

22 13 38 83
henrik at mouseketeers.dk

www.mouseketeers.dk

11 May 2007 - 2:48am
Jarod Tang
2007

Hi Johan:
Here are some links, I'm not very sure it will help you:

1.
http://www.upassoc.org/usability_resources/usability_in_the_real_world/include
some high level described case studies, it makes some sense, this
link help some for me
2. http://www.rashmisinha.com/useroi.html have many links, i guess you
already googled it
3. http://www.nngroup.com/reports/roi/ this link include Nielsen
Norman Group Report on ROI, but it cost $122 to get it, ;-)

Cheers
-- Jarod

On 5/11/07, johan.dermaut at belgacom.be <johan.dermaut at belgacom.be> wrote:
>
> Hi all,
>
> Can someone please, p l e a s e, PLEASE help me. I'm looking for
> exisiting, actual, examples of ROI related to usability (and/or UCD).
> When I do a search on ROI and usability, most of the examples are from
> the previous century or the beginning of this one and are rather vague.
>
>
> So, what I'm looking for is something along these lines: we had 100
> visitors on our homepage, we adapted the navigation and now we have 200.
> Or, we sold 10 items a day, we changed the ordering process and now we
> are selling 15 items a day. If at all possible with the screen shots
> before and after, showing the changes and the price that was paid for
> the implemented changes.
>
> Thanks in advance.
>
> Johan
>
> ________________________________________________________________
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--
IxD for better life style.

http://jarodtang.blogspot.com

11 May 2007 - 3:47am
Peter Boersma
2003

Johan asked:

> Can someone please, p l e a s e, PLEASE help me. I'm looking for
> exisiting, actual, examples of ROI related to usability (and/or UCD).

This is one of the most concrete cases I know of:

ROI: MyTravel Redesign increases online Booking Conversion by 20%
http://www.usabilitynews.com/news/article3330.asp

And there may be stuff in the materials presented here:

The Business of Usability: Developing Metrics to Justify our Existence and Budgets
http://www.upassoc.org/usability_resources/usability_in_the_real_world/benefits_of_usability.html

Peter
--
Peter Boersma | Senior Interaction Designer | Info.nl
http://www.peterboersma.com/blog | http://www.info.nl
--> Euro IA 2007 submission deadline is May 15th! <--

11 May 2007 - 7:22am
Todd Warfel
2003

Try and google for McAfee redesign. There's an article on how they
reduced customer service calls by 95% with the new design of their
product.

I also have a case study for when we redesigned Bankrate.com a couple
of years ago that netted an ROI of 3000%. No, that's not a typo,
these are hard facts from the client, not even from us. We were able
to improve the usability of their primary transaction process by 20%
and in turn increase the overall page views of the site by 18-23% per
channel with a few next steps patterns. It's really a great case study.

On May 11, 2007, at 2:57 AM, <johan.dermaut at belgacom.be>
<johan.dermaut at belgacom.be> wrote:

> So, what I'm looking for is something along these lines: we had 100
> visitors on our homepage, we adapted the navigation and now we have
> 200.
> Or, we sold 10 items a day, we changed the ordering process and now we
> are selling 15 items a day. If at all possible with the screen shots
> before and after, showing the changes and the price that was paid for
> the implemented changes.

Cheers!

Todd Zaki Warfel
Partner, Design & Usability Specialist
Messagefirst | Designing Information. Beautifully.
----------------------------------
Contact Info
Voice: (215) 825-7423
Email: todd at messagefirst.com
AIM: twarfel at mac.com
Blog: http://toddwarfel.com
----------------------------------
In theory, theory and practice are the same.
In practice, they are not.

11 May 2007 - 8:48am
Donna Maurer
2003

Todd, what do you put that down to? What did you do that led to such a
big increase?

Donna

Todd Zaki Warfel wrote:
> Try and google for McAfee redesign. There's an article on how they
> reduced customer service calls by 95% with the new design of their
> product.
>
> I also have a case study for when we redesigned Bankrate.com a couple
> of years ago that netted an ROI of 3000%. No, that's not a typo,
> these are hard facts from the client, not even from us. We were able
> to improve the usability of their primary transaction process by 20%
> and in turn increase the overall page views of the site by 18-23% per
> channel with a few next steps patterns. It's really a great case study.
>
>

--
Donna Maurer
Maadmob Interaction Design
e: donna at maadmob.net
web: http://maadmob.net/maadmob_id/
book: http://rosenfeldmedia.com/books/cardsorting/

11 May 2007 - 8:56am
Todd Warfel
2003

One of the benefits is that Bankrate has a number of products that
can be related to each other, similar to Amazon and iTunes. So, if
you're looking for a mortgage, they also provide rates for home
owners insurance. The way we achieved the increase in page views was
through a combination of things:
1. When someone got to the rate table for product A (e.g. mortgage),
at the bottom, we provided a next steps pattern that surfaced related
products and content they might be interested in (e.g. Check Rates on
Home Owner's Insurance, Read the 10 things you should know when
shopping for a mortgage broker). We surfaced related content to
continue moving them through the site - never giving them a dead end.

2. We created a method to allow them to compare rates between up to
four lenders across different variations of the product.

3. We created a quick edit method, which allowed them to change
variables in their search (e.g. rate, downpayment) quickly and easily
in a persistent pattern/widget on the screen that reloaded the page
each time, but didn't require them to start over from scratch
(similar to Orbitz model for changing flight info).

On May 11, 2007, at 9:48 AM, Donna Maurer wrote:

> Todd, what do you put that down to? What did you do that led to such a
> big increase?
>
> Donna

Cheers!

Todd Zaki Warfel
Partner, Design & Usability Specialist
Messagefirst | Designing Information. Beautifully.
----------------------------------
Contact Info
Voice: (215) 825-7423
Email: todd at messagefirst.com
AIM: twarfel at mac.com
Blog: http://toddwarfel.com
----------------------------------
In theory, theory and practice are the same.
In practice, they are not.

11 May 2007 - 10:52am
Katie Albers
2005

Well, speaking of biases, here come mine....

I am entertained by the idea that hiring a UCD or IxD
Professional , implementing a process that includes
those things or any other such nod in the direction of
the user, indicates that the company (especially such
entrenched companies as IBM and Microsoft) actually
pays attention to the teachings of the field. I find
that the larger the company, the more likely I am to
either (a) be ignored or (b) some small, relatively
unimportant aspect of my recommendations will be
implemented. In the latter case, all failures of the
products in question will be laid squarely at my feet,
and used to "demonstrate" that UCD is either
unimportant or a negative.

Numbers of staff with appropriate titles has
absolutely no bearing on whether or not UCD is
actually practiced and integrated into the company.
And I would remind us all that in the years during
which computers were being integrated into business,
we usually saw a slow down after a new system was
brought in. Not because computers are slower than
people, but because the users were put off by the
electronic incursion into their own space.

I know that "we did what they said and it made things
worse" is a popular refrain among companies that have
called in consultants on these issues. I have
invariably found that either the consultant was *not*
a specialist in the field or that the company didn't
*really* do as they were told ["We figured it didn't
really matter if the button was in a different place
on this page."]

And since lack of human-centered design has killed at
least 3 people that I know of and is probably largely
responsible for a major election being questioned, I
am unmoved by stories of its failure to make a
sufficient difference in other instances.

Katie

--- Donna Maurer <donnam at maadmob.net> wrote:

> But what about the negative stories. We hired a UCD
> consultant. They
> said we should change the structure of the site. We
> did what they said
> and our sales dropped by 50%.
>
> Stories of good ROI are not directly related to the
> presence of UCD
> ideas in a project. There are so many factors.
>
> In fact, Jared Spool, in this interview
>
(http://www.informationdesign.org/special/spool_interview.php)
> said:
>
> "We ignore the evidence that, in the last 10 years,
> there has been no
> discernable relationship between corporate
> investment in user-centered
> design practices and the regular production of
> usable products from
> those corporations. The companies that spend the
> most on UCD, such as
> Microsoft and IBM, are notorious for regularly
> producing unusable
> products, while companies that are wowing us, such
> as Amazon, Dell and
> eBay have very small UCD investments. To put things
> in perspective,
> Microsoft has more than 120 UCD professionals on
> staff, IBM has more
> than 200, Amazon has five and Dell has two, last we
> checked. One of
> Amazon's UCD people just went on maternity leave, so
> they are actually
> running at 20% less than normal for now."
>
> On the positive side, there was a good talk at Web
> Visions two years ago
> that highlighted the process and changes. I can't
> remember whether it
> was inherently due to UCD or just to having some
> smart, hard-working folks:
>
http://webvisionsevent.com/podcasts/2005/WV05_Chris_Bond.mp3?PHPSESSID=0f3612b77def4ccea87f3d8ffd4da5fb
>
> Oh, don't my biases show ;)
>
> Donna
>
> johan.dermaut at belgacom.be wrote:
> > Hi all,
> >
> > Can someone please, p l e a s e, PLEASE help me.
> I'm looking for
> > exisiting, actual, examples of ROI related to
> usability (and/or UCD).
> > When I do a search on ROI and usability, most of
> the examples are from
> > the previous century or the beginning of this one
> and are rather vague.
> >
> >
> > So, what I'm looking for is something along these
> lines: we had 100
> > visitors on our homepage, we adapted the
> navigation and now we have 200.
> > Or, we sold 10 items a day, we changed the
> ordering process and now we
> > are selling 15 items a day. If at all possible
> with the screen shots
> > before and after, showing the changes and the
> price that was paid for
> > the implemented changes.
> >
> > Thanks in advance.
> >
> > Johan
> >
> >
>
>
> --
> Donna Maurer
> Maadmob Interaction Design
> e: donna at maadmob.net
> web: http://maadmob.net/maadmob_id/
> book: http://rosenfeldmedia.com/books/cardsorting/
>
>
________________________________________________________________
> Welcome to the Interaction Design Association
> (IxDA)!
> To post to this list ....... discuss at ixda.org
> List Guidelines ............
> http://listguide.ixda.org/
> List Help ..................
> http://listhelp.ixda.org/
> (Un)Subscription Options ...
> http://subscription-options.ixda.org/
> Announcements List .........
> http://subscribe-announce.ixda.org/
> Questions .................. lists at ixda.org
> Home ....................... http://ixda.org/
> Resource Library ...........
> http://resources.ixda.org
>
>

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11 May 2007 - 11:30am
gretchen anderson
2005

The UK Design Council has a report called the ROI of Design that has
maybe morphed into a more living set of data at:

http://www.designfactfinder.co.uk/design-council/mainAction.do

12 May 2007 - 5:44pm
Donna Maurer
2003

So if you deconstructed it, how much of the improvement was due to UCD
(e.g. things you learned in user research or usability tests) and how
much was due to your experience of this type of work ;)

I know this sounds sort of troll-ish, but I deconstruct most of my
projects and know that I usually learn about the domain with UCD
practices and sometimes get ideas of functions or patterns to include,
but it is really my design experience that lets me produce good solutions.

Donna

Todd Zaki Warfel wrote:
> One of the benefits is that Bankrate has a number of products that can
> be related to each other, similar to Amazon and iTunes. So, if you're
> looking for a mortgage, they also provide rates for home owners
> insurance. The way we achieved the increase in page views was through
> a combination of things:
> 1. When someone got to the rate table for product A (e.g. mortgage),
> at the bottom, we provided a next steps pattern that surfaced related
> products and content they might be interested in (e.g. Check Rates on
> Home Owner's Insurance, Read the 10 things you should know when
> shopping for a mortgage broker). We surfaced related content to
> continue moving them through the site - never giving them a dead end.
>
> 2. We created a method to allow them to compare rates between up to
> four lenders across different variations of the product.
>
> 3. We created a quick edit method, which allowed them to change
> variables in their search (e.g. rate, downpayment) quickly and easily
> in a persistent pattern/widget on the screen that reloaded the page
> each time, but didn't require them to start over from scratch (similar
> to Orbitz model for changing flight info).
>

--
Donna Maurer
Maadmob Interaction Design
e: donna at maadmob.net
web: http://maadmob.net/maadmob_id/
book: http://rosenfeldmedia.com/books/cardsorting/

12 May 2007 - 7:33pm
Todd Warfel
2003

Good question. This was the first large financial transaction site
like this that I had worked on. So, my domain knowledge specific to
this domain was limited. However, I had worked on many other
transaction based and large content sites. So, my domain knowledge of
the type of application was pretty good.

The ideas that lead to the improvements, however, were a combination
of previous knowledge about best practices (usability), identifying
problem areas during testing (part of my process), and identifying
new areas for revenue during the process (part of my process). So,
all in all, I'd say it was a combination of past experience and new
experience.

On May 12, 2007, at 6:44 PM, Donna Maurer wrote:

> So if you deconstructed it, how much of the improvement was due to UCD
> (e.g. things you learned in user research or usability tests) and how
> much was due to your experience of this type of work ;)

Cheers!

Todd Zaki Warfel
Partner, Design & Usability Specialist
Messagefirst | Designing Information. Beautifully.
----------------------------------
Contact Info
Voice: (215) 825-7423
Email: todd at messagefirst.com
AIM: twarfel at mac.com
Blog: http://toddwarfel.com
----------------------------------
In theory, theory and practice are the same.
In practice, they are not.

14 May 2007 - 2:38am
johan.dermaut a...
2006

Hi all,

Thank you very much for your feedback and reactions.

Unfortunately, no screen shots and no prices... but I'll keep looking
and asking.

Johan

-----Original Message-----
From: discuss-bounces at lists.interactiondesigners.com
[mailto:discuss-bounces at lists.interactiondesigners.com] On Behalf Of
johan.dermaut at belgacom.be
Sent: 11 May 2007 08:58
To: discuss at ixda.org
Subject: [IxDA Discuss] ROI

Hi all,

Can someone please, p l e a s e, PLEASE help me. I'm looking for
exisiting, actual, examples of ROI related to usability (and/or UCD).
When I do a search on ROI and usability, most of the examples are from
the previous century or the beginning of this one and are rather vague.

So, what I'm looking for is something along these lines: we had 100
visitors on our homepage, we adapted the navigation and now we have 200.
Or, we sold 10 items a day, we changed the ordering process and now we
are selling 15 items a day. If at all possible with the screen shots
before and after, showing the changes and the price that was paid for
the implemented changes.

Thanks in advance.

Johan

________________________________________________________________
Welcome to the Interaction Design Association (IxDA)!
To post to this list ....... discuss at ixda.org List Guidelines
............ http://listguide.ixda.org/ List Help ..................
http://listhelp.ixda.org/ (Un)Subscription Options ...
http://subscription-options.ixda.org/
Announcements List ......... http://subscribe-announce.ixda.org/
Questions .................. lists at ixda.org Home .......................
http://ixda.org/ Resource Library ........... http://resources.ixda.org

18 May 2007 - 9:49am
Josh Seiden
2003

Here's a good one, not tied directly to UCD, but rather to customer
satisfaction.

http://consumerist.com/consumer/personal-finance/how-to-beat-the-stock-market-buy-companies-with-high-customer-satisfaction-scores-261282.php

Companies with high customer satsifaction scores significantly outperform
the leading market indices.

JS

On 5/11/07, johan.dermaut at belgacom.be <johan.dermaut at belgacom.be> wrote:
>
> Hi all,
>
> Can someone please, p l e a s e, PLEASE help me. I'm looking for
> exisiting, actual, examples of ROI related to usability (and/or UCD).
> When I do a search on ROI and usability, most of the examples are from
> the previous century or the beginning of this one and are rather vague.
>
>
>

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