Ensuring Value in our Work: The ROI of Design (FEDC 2018)

7653c7c449918ff6542880a8c284f5e7?s=47 Jared Ponchot
April 26, 2018
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Ensuring Value in our Work: The ROI of Design (FEDC 2018)

This was a talk at FEDC 2018 about how to measure the ROI of design.

7653c7c449918ff6542880a8c284f5e7?s=128

Jared Ponchot

April 26, 2018
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Transcript

  1. ENSURING VALUE IN OUR WORK The ROI of Design JARED

    PONCHOT // @JPONCH // FEDC 2018
  2. ‣Understanding the ROI of an improved User Experience WHAT’S MOST

    IMPORTANT FOR YOUR AGENCY RIGHT NOW?
  3. THE ROI OF DESIGN?

  4. ROI=
 RETURN ON INVESTMENT

  5. the resources (e.g. time, money) we invest in design will

    wind up getting us even more money in return? HOW CAN WE KNOW THAT …
  6. None
  7. “ — ALBERT EINSTEIN If you can’t explain it to

    a six year old, you don’t understand it yourself.
  8. A TAXONOMY FOR DESIGN VALUE

  9. ‣ Brand ‣ Innovation ‣ Efficiency ‣ Satisfaction ‣ Sustainability

  10. BRAND

  11. “ — HARTMUT ESSLINGER, FROG DESIGN Money buys, but emotion

    sells.
  12. None
  13. Desirability Studies

  14. INNOVATION

  15. ‣ Making strategic initiatives possible ‣ Creating new products, services,

    etc. ‣ Enabling entry into new markets INNOVATION THROUGH
  16. Re-imagining problems

  17. Tesco Subway Store in South Korea image from littledoremi.com

  18. from evigo.com

  19. from jcdecaux-oneworld.com

  20. Intellectual Property

  21. EFFICIENCY

  22. 25% FAIL OUTRIGHT IT PROJECTS PROVIDE NO ROI (IF THEY

    SUCCEED) 20-25% REQUIRE SIGNIFICANT REWORK 50% Based on a 2009 study
  23. Poor requirements

  24. Editorial & process improvements

  25. Customer service requests

  26. SATISFACTION

  27. “ — JEROME KATHMAN, CEO OF LPK Consumer-preferred design outperforms

    management-preferred design.
  28. Usability

  29. SUSTAINABILITY

  30. YOUR USERS
 desirability YOUR BUSINESS
 viability YOUR BUILD TEAM
 feasibility

  31. ‣ Is it changing how customers see our brand? ‣

    Is it helping us innovate? ‣ Is it increasing efficiency? ‣ Is it improving satisfaction? ‣ Is it making things more sustainable?
  32. MEASURING IS HARD

  33. Projects often begin with a measurement to improve

  34. Simpson’s Paradox

  35. 7.9% 11%

  36. 22.9% 2.8% 0% 11.3%

  37. None
  38. None
  39. “If an unfriendly foreign power had attempted to impose these

    bad schools on us, we might well have viewed it as an act of war.”
  40. MATH SCORES 40pts VERBAL SCORES 50pts

  41. Bad Teachers

  42. More test takers

  43. LOW INCOME INCOME: LURKING VARIABLE MIDDLE INCOME HIGH INCOME

  44. LOW INCOME INCOME: LURKING VARIABLE MIDDLE INCOME HIGH INCOME

  45. LOW INCOME INCOME: LURKING VARIABLE MIDDLE INCOME HIGH INCOME

  46. LOW INCOME INCOME: LURKING VARIABLE MIDDLE INCOME HIGH INCOME

  47. 448/8,000 VISITS PAGE A 5.6% 584/8,000 VISITS 7.3% PAGE B

  48. PAGE A PAGE B

  49. PAGE A PAGE B FACEBOOK 300/6,000 5%

  50. PAGE A FACEBOOK 30/750 4% PAGE B FACEBOOK 300/6,000 5%

  51. PAGE A GOOGLE ADS 60/1,000 6% FACEBOOK 30/750 4% PAGE

    B FACEBOOK 300/6,000 5%
  52. PAGE A GOOGLE ADS 60/1,000 6% GOOGLE ADS 40/800 5%

    FACEBOOK 30/750 4% PAGE B FACEBOOK 300/6,000 5%
  53. PAGE A GOOGLE ADS 60/1,000 6% EMAIL 90/1,000 9% GOOGLE

    ADS 40/800 5% FACEBOOK 30/750 4% PAGE B FACEBOOK 300/6,000 5%
  54. PAGE A GOOGLE ADS 60/1,000 6% EMAIL 90/1,000 9% GOOGLE

    ADS 40/800 5% EMAIL 516/6,450 8% FACEBOOK 30/750 4% PAGE B FACEBOOK 300/6,000 5%
  55. None
  56. DATA != MEANING

  57. Confirmation Bias

  58. “ — UPTON SINCLAIR It is difficult to get a

    man to understand something, when his salary depends on his NOT understanding it.
  59. Gestalt Principle: Isomorphism

  60. None
  61. Photos from Reddit

  62. “ — JACK HANDY To me, clowns aren't funny. In

    fact, they're kind of scary. I've wondered where this started and I think it goes back to the time I went to the circus, and a clown killed my dad.
  63. Photo by Ghida Basma

  64. Availability Heuristic

  65. None
  66. “ — ERIKA HALL We tend to measure what we

    can easily count, but not necessarily what counts.
  67. Goodhart’s Law

  68. MORE DATA != BETTER DECISIONS

  69. Photos by Reuters / Bassim Shati and from https://www.huffingtonpost.co.uk/2014/05/07/working-at-amazon-like_n_5278503.html

  70. The allure of cheap science

  71. SCIENCE & ART

  72. None
  73. Sunset photo from http://www.city-data.com/picfilesv/picv16390.php

  74. None
  75. From https://reasonandreflection.wordpress.com/tag/atomic-bomb/

  76. 1. Mystery 2. Hypothesis 3. Repeated Experimentation 4. Theory 5.

    Fact SCIENTIFIC METHOD
  77. 1. Mystery

  78. 2. Hypothesis

  79. 3. Repeated Experimentation

  80. 4. Theory

  81. 5. Fact

  82. Repeat

  83. EPISTEMOLOGY

  84. How do we know things?

  85. From wallpapercave.com

  86. “ — JEFF BEZOS “Most decisions should probably be made

    with somewhere around 70% of the information you wish you had. If you wait for 90%, in most cases, you’re probably being slow.
  87. Trust

  88. TAKE RISKS

  89. The value of design

  90. “ — ANNE LAMOTT Perfectionism is the voice of the

    oppressor, the enemy of the people. It will keep you cramped and insane your whole life, and it is the main obstacle between you and a shitty first draft.
  91. THANKS! Jared Ponchot @jponch