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15 Ways User Experience Impacts Business Success

Cathi Bosco - UX Research & Design

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Context

Cathi Bosco

Senior Manager,

UX Research�Pantheon

1990

1995

1997

Commercial internet access

started to be sold to consumers

BFA Fine Arts

SAIC

Open �C & D Studios

analog

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Context

Cathi Bosco

Senior Manager,

UX Research�Pantheon

1990

1995

2003

1997

2007

2005

Commercial internet access

started to be sold to consumers

Adobe Creative Suite released

iPhone introduced

WordPress 1.0 released

BFA Fine Arts

SAIC

Open �C & D Studios

analog

Studio 50/50

analog & digital

Studio 100% digital agency

2010

WordPress API

2012

WebOps Teams & Enterprise scale projects:

The trio

Teacher, ultra marathon runner, advocate w/ Legal Counsel for Victims of Violent Crimes, cancer survivor, bird enthusiast…

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Context

Cathi Bosco

Senior Manager,

UX Research�Pantheon

1990

1995

2003

1997

2007

2010

2012

2015

2018

2020

2005

Commercial internet access

started to be sold to consumers

Adobe Creative Suite released

iPhone introduced

WordPress API

WordPress Design team & core contributor

WordPress 1.0 released

BFA Fine Arts

SAIC

Open �C & D Studios

analog

Studio 50/50

analog & digital

Studio 100% digital agency

WebOps Teams & Enterprise scale projects:

The trio

Teacher, ultra marathon runner, advocate w/ Legal Counsel for Victims of Violent Crimes, cancer survivor, bird enthusiast…

2015

Docs with Apps

mobile apps

The WordPress Governance Project

UXATT

UX Design Collective

&

XWP

UX design & research

2021 to present

Block Editor released

Global Pandemic

2023

AI

inflection point

WordCamp Europe 2023

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Many roles, many acronyms

CX UX UXR UXW E2E UXD

Visual design is one aspect of of User Experience.

Research is critical thinking… we all do research.

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Poor UX is VERY costly

“Companies with the highest investment in UX, referred to as “design unicorns,” saw their sales increase by 75%.”

Albert Lee - nea.com The future of design in startups

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Poor UX is VERY costly

We know the costs associated with poor UX:

Lost sales

Support costs

Productivity

Resoursing

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Poor UX is VERY costly

We know the costs associated with poor UX:

Lost sales due to demos or free trials that don't convert or retention issues because the product is too complex to continue with.
Support costs due to problems users can't resolve without asking for help. Or Training costs due to complexity that makes it hard for users to figure out on their own.
Productivity costs due to users needing to go through extra steps to do simple things.
Developer costs due to working on features that don't produce value because nobody ever uses them. Or Redoing work because the previous version didn't meet user needs or could be figured out.
Product manager and team member costs due to spending time in “damage-control mode” instead of working to deliver new value or problem escalation issues instead of working on new capabilities.

Lost sales

Support costs

Productivity

Resoursing

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Countdown

15 Ways UX impacts business success metrics:

Solve Problems and Reduce Risk with Evidence-Based Techniques

15

14

13

12

11

Foster a Culture Where Learning Is Valued

Attract and Retain Top Talent to the Company

Communicate Better with Customers

Show up the Competition

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How? 50/50

Understanding user’s needs measured in time and progression towards feature delivery

Understanding users’ needs

Meeting users’ needs

KNOWNS

Getting it done

UNKNOWNS

We know it

Understanding the problem better

We know nothing

DONE

Credit: Ryan Singer from Basecamp - Hill Chart

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Countdown continues…

According to a study done by Forrester “Every dollar invested in UX brings $100 in return. This is an average figure, but it’s a ROI of an impressive 9,900%.”

Andrew Kucheriavy Forbes.com Start by Observing Customers Interact with Your Product

10

9

8

7

6

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Countdown

Unlock Revenue for Innovation or Unique Allocations

10

9

8

7

6

Lighten the Demand for Support

Easily Report Outcomes to Impress Stakeholders and Investors

Increase Existing Business

Decrease Long-Term Costs

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If it’s not secure, performant, & accessible it’s not usable.

Based on version 2.0 Usability Model - UXATT

Ethical Sustainable Inclusive

10 Interface Usability Heuristics

Delight

Secure Performant Accessible

UX (User Experience) Writing

Discoverability / Findability

We all want to remove friction,

shorten tool time, and increase

goal time for our customers.

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Exposure formula:

2 hours

every 6 weeks for everyone

Transform operations

and stop guessing!

Observe

Ask Questions

Analyze + disseminate

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Countdown

“A simple copy change and the addition of a ‘Continue’ button on a retailer’s site netted an increase of $15 million in sales in the first month, and $300 million in the first year.”

Jared Spool articles.uie.com

5

4

3

Increase Long-Term Sustainability

Improve Cross-Team Performance

Reduce Churn

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Reflective moment

Literacy

Fluency

Mastery

Source: Growth stages of understanding Jared Spool

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Reflective moment

I hope to unlock an opportunity for us to be intellectually and emotionally honest with ourselves about the value and quality of the solutions we deliver to our customers, their end users, and to each other as well.

Source: Growth stages of understanding Jared Spool

Literacy

Fluency

Mastery

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Teamwork to focus on value and measuring

CAC

LTV

CAC Payback

$$$

Time

GTM diagram source Sam Grecner

VOC

DATA

Test

Expose

Measure

Grow

UX RESEARCH

UXR = Primary Research

Structured Data & Telemetry

Voice of the Customer

Secondary Research Analyst Relations

Strategic Market or Corporate Research

Win / Loss Marketing Research

A/B Testing and experimentation

Organizational and Customer Onboarding or Sales/Support cross team research SE

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Key takeaways

There are quantifiable costs associated with delivering poor user experiences.

The most successful organizations are research-lead, and they reduce risk and optimize with a bias towards action.

2

1

Increase New Customer Base

Increase Revenue

Reduce Churn

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WordPress Survey

6 questions - 2 minutes

estimated length

Cathi Bosco linkedin.com/in/cathibosco

twitter.com/bethebreeze

No spam!

😀

https://survey.alchemer.com/s3/7362182/WCEU-2023-Survey

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Thank you!

#WCEU2023