#UX #ROI, every dollar spent on UX brings in between $2 and $100 dollars in return

Every dollar spent on UX brings in between $2 and $100 dollars in return.

This is gained by spending on UX not making things look pretty, it’s not graphics its making the product, service or information system meet the business KPI’s and the customers expectations, desires and needs.

Forrester Research finds that “implementing a focus on customers’ experience increases their willingness to pay by 14.4 %, reduces their reluctance to switch brands by 15.8 %, and boosts their likelihood to recommend your product by 16.6 %”.

Making things for Users/Customers makes the business relationship are real one rather than just some marketing hype.

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UX Triangle becomes Bermuda Triangle

The UX Triangle

The UX triangle is supposed to focus a project on the relationships involved in a project and how everything is centred upon the users.

The UX Triangle shows the key relationships and participants in a user experience project. The outer participants are the Business (strategic and corporate), IT services (design, delivery and infrastructure) and Marketing (driving relationships, market knowledge and acquisition). Centred on User Experience (UX) and focused on the User.

User Experience Triangle Failure

It’s almost as if User Experience needs to start from the beginning again, because the essential component is missing in so many critical projects because there is ‘No Budget’.

If you don’t have the budget to do;

  • user requirements gathering
  • user concept testing
  • user prototype testing
  • usability testing

then your not working on a User Experience project.

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How to #Hire a #Director of #User #Experience

Like my last post How to Hire a Head of User Experience this post is not intended to supersede the experience of a really good HR or employment agency person but to bring clarity around the differences in the roles.

A Director of User Experience is not really the next level on the business ladder for a Head of UX or a lead user experience or senior user experience person.

The reason is that it’s a business role with little or no actual practical activity in the UX domain. A Director of UX is someone with an extra level of expertise related to management, finance and corporate control. Not for the faint hearted, or someone with their own start-up looking to add a title, they simply won’t last, because they don’t know how to deliver. Nor in fact is it for an MBA because they just don’t get UX, they tend to think it’s an IT or design thing and that is the sort of incomplete view that makes UX fail to deliver.

If Director of UX is not about UX what is it about?

A Director of UX is a public speaker, advocate, able to compromise to see the business succeed, set the standards, deal with the flack and drive the business into a higher level of intimacy with their customers. A lot of these things are unpalatable for a fervent practitioner, but are daily life for a Director.

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#Lies damn lies and #user #experience

User experience has in recent years become the greatest area of fraud and theft in business. Because the output documents appear simple huge numbers of people without any formal knowledge of what goes into them are having a go.

Be careful of Fakes

Avoid designers, look for Architects and Consultants, with an MSc and good client references (but not a portfolio) which can be viewed on LinkedIn.

The most common request for people involved in user experience is to produce wireframes (low fidelity pictures) a task that a child could do.

Wireframes should be the container document for standards, insights into target audience expectations, business KPI’s and brand values.

Ignorance in UX can be costly

The real problem is that recruiters and clients don’t know what they should be getting for their money.

A good indicator that someone is ignorant is a request for a portfolio. A portfolio is a set of images that express the capability of a designer involved in architecture, graphics, fashion design etc, but it is not relevant for UX. The reason it’s not relevant is that the complex ideas within wireframes need an expert to review and validate them against standards.

People who want to see a Portfolio are incompetent

If the interviewer does not know the standards, frankly they deserve to be fleeced, it’s like employing a plumber to represent your interests in court instead of a solicitor because they can make a good argument. The action of the argument is not important, even if there are lots of buzz words included because legal matters like usability matters are complex interrelated sets of rules and dependencies.

So unless an expert does the review the activity is pointless, a secondary but probably more damaging problem is ownership, rights and breach of contract.

Wireframes contain information on “How it Works” not “How it Looks”

How something works is the inventive element and belongs to the client. If clients are not protecting their Intellectual Property in UX, they really should be quite aggressive about it, but all contracts have a provision for this protection asking to see UX work from clients is a breach of contract and breach of IP.

Asking people to show a UX portfolio is asking people to breach their contracts.

If you or your team require training on interviewing UX people please contact me.

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