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The ROI of UsabilityHow User-Centered Design Supports your Agency
December 5, 2008
Spencer GerrolExecutive DirectorHuman Factors International
User-Centered Design Methodology
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Best Practices Review Scorecard
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User-Centered Design Methodology
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User-Centered Design Methodology
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User-Centered Design Methodology
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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.
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
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
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
The earlier, the better…
Hidden costs of shortcutting the process
Help Desk
Training
User/TaskAnalysis
UI Structure
Detailed Design
Implementation
Rush throughthese steps
Radical Product Revision
Discoverhidden costs
Efficiency of investing in the full process
Reducedhidden costs
A smart investmentin Usability
Process
Training
Help Desk
Product Revision
User/TaskAnalysis
UI Structure
Detailed Design
Implementation
Return on Investment Benefits
ROI Measurement CriteriaDecrease 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 $$ amount if any
Increase in pages viewed # or % increase
Decrease in drop-off # of people or % reduction
Conversion rate # of visitors who buy or % increase
Average order value or net dollar per visitor
% increase in $$
ROI – but government?
Drop-Off Reduction
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73% drop-off reduction
Saved 40,000 visitors and $6,000,000 per month
ROI for Government
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8 hours of training, reduced to 15 minutes = $365,000 saved/year
ROI for Government
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The FAA now saves $2.2 million per year
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
First we must educate people on the process and the benefits…
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Thank You
Ed Frease [email protected]
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