#uximpact
The Trillion Dollar UX Problem:
A Comprehensive Guide to the ROI of UX
A Comprehensive Guide to the ROI of UX - PAGE 2
“Focus on the user and all else will follow.”
- Rule #1, Google’s “Ten Things” Philosophy
A Comprehensive Guide to the ROI of UX - PAGE 3
Table Of Contents
Executive Summary: The Trillion Dollar UX Problem
A Comprehensive Guide to the Monetary ROI of UX Design
UX Design Impact for Humans: So Much More Than Money
Learnings from UX-Centric Companies
Conclusion: What Did We Learn?
Contributors
5
7
20
30
39
43
A Comprehensive Guide to the ROI of UX - PAGE 4
$5,478,300,000,000
A trillion dollar issue in e-commerce
35% of money is left on the table because of bad UX in e-commerce.
BAYNARD.COM & EMARKETER.COM
$1,420,300,000,000
Lost because of bad UX.
2020 projected global e-commerce sales with good UX.
A Comprehensive Guide to the ROI of UX - PAGE 5
Good user experience (UX) is the difference between category winners and losers.
That’s why Facebook, Apple, Google and other world-class companies invest heavily
in their UX teams. They know UX is the secret weapon for growth. While they are
exceptional examples, the vast majority of companies today do not invest enough in UX.
As a result, we found a trillion dollar UX problem in the making- and this is looking at
e-commerce alone. This discovery called for a thorough investigation of the true impact
of user experience design on the world. Thus, we interviewed more than 60 of the
world’s leading UX experts to get their insights into the return on investment (ROI) of UX
design.
This report compiles these insights and other leading studies that make the case for
investing in UX design. For UX practitioners struggling to prove the value of their work,
this guide will serve as a much-welcomed reference. Our findings are divided into two
categories to address this: monetary and human impact of the ROI of UX design.
“When we first started using UX design as a business practice, we grew revenues by
895% in the first three months. By making UX a focus in everything we do, we have
fostered a highly-engaged user community and internal workforce.”
- Raffaela Rein, founder, The UX School
Executive Summary: The Trillion Dollar UX Problem
“UX is impact”
- Austin Knight, senior UX designer, HubSpot
A Comprehensive Guide to the ROI of UX - PAGE 6
“The impact of UX is crystal clear:
the more satisfied your users are,
the more likely they are to do whatever it is
you are encouraging.”
- Abby Covert, author, How To Make Sense of Any Mess
A Comprehensive Guide to the ROI of UX - PAGE 7
A Comprehensive Guide to
the Monetary ROI of UX Design
A Comprehensive Guide to the ROI of UX - PAGE 8
This section compiles the most noteworthy
monetary insights that make the case for investing
in UX design. The financial ROI of UX design can be
measured in several ways. We have split them into
two categories: positive and negative.
“88% of online consumers are less likely
to return to a site after a bad experience.”
- Justin Mifsud, founder, Usability Geek
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How did we learn that UX design is on its way to becoming a trillion dollar issue?
According to a report
1
from eMarketer, by 2020, e-commerce sales will grow to a global
total of about $4.058 trillion. While that is a huge number, research from the Baynard
Institute found that conversion rates for e-commerce could be improved by 35%
through better checkout flow and design
2
. So using that rate, we came to $1.420 trillion
for e-commerce alone. In the examples given by the Baymard Institute, small UX design
fixes could have saved these companies billions of dollars. 27% of US online shoppers
have abandoned an order in the past quarter solely due to a “too long / complicated
checkout process” or 35% abandoned their order because they needed to create an
account to continue. These and the many reasons given in the report, are avoidable and
can be addressed through better UX design practices.
Not investing in UX
$260 billion checkout
US online shoppers have abandoned orders due to unsatisfactory checkout flow and design.
27%
1) https://www.emarketer.com/Article/Worldwide-Retail-Ecommerce-Sales-Will-Reach-1915-Trillion-This-Year/1014369
2) https://baymard.com/lists/cart-abandonment-rate
BAYMARD HTTPS://BAYMARD.COM/LISTS/CART-ABANDONMENT-RATE
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Further evidence to support the negative impact of not investing in UX design was
provided by Dr Susan Weinschenk
3
. With one trillion dollars spent each year globally on
software development, she estimates that:
• The number of projects abandoned because they do not meet the original purpose is
up to 15%, which equates to $150 billion worldwide.
• The time spent by developers reworking a project with avoidable faults is 50%.
• The cost of fixing an error after development is 100x that of fixing it before
development.
• 3 out of the 12 reasons why projects fail are attributed to user experience failures.
$150 billion lost due to abandoned projects
Projects abandoned because they do not meet the original purpose.
3) https://www.youtube.com/watch?v=O94kYyzqvTc
DR SUSAN WEINSCHENK - HTTPS://WWW.YOUTUBE.COM/WATCH?V=O94KYYZQVTC
$1 trillion
Global IT expenditures.
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Another example of the negative impact of not investing in UX is excluding a customer
base, e.g. a number of sites do not tailor their online user experience to enable older
people to easily use them. Not only are these older people missing out on satisfying
online interactions, but companies are missing out on a huge source of revenue.
“At £320bn a year, the over-50s now account for around 47% of all UK consumer
spending.”
4
- Joseph de Garr Wilkinson, UX & technology talent reruiter, Zalando
4) Research from Saga and the Centre for Economic and Business Research
“The value of UX is not wasting time and
money developing the wrong solution.”
- Jeff Humble, lead UX designer, CareerFoundry
A Comprehensive Guide to the ROI of UX - PAGE 12
Failure to invest in UX design is currently creating
a billion-dollar loss of revenue, a loss that will
become a trillion-dollar issue over the next 3 years
in e-commerce alone. This is an internal resource
issue as well. Projects take longer to deliver,
use more people-power both during and after
completion, get stalled by avoidable faults and
issues and are more expensive to alter or improve.
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“Design-driven businesses have
outperformed the S&P by a whopping 228%
over the past 10 years. The bottom line,
good design = good business.”
- Joanna Ngai, UX designer, Microsoft
5
5) http://cargocollective.com/joannangai/about
A Comprehensive Guide to the ROI of UX - PAGE 14
“Investment in UX is often the difference between businesses that grow and those
that sputter.”
- Roman Nurik
6
, designer and design advocate, Google
When we take a look at the numbers, it’s clear that investment in UX design is a
financial win for companies of all sizes, and in all industries.
A 2016 design study
7
of 408 different companies found that the more a company
invested in and focused on design, the more sales they saw, the higher their customer
retention and customer engagement was, and the faster they moved through their
product cycles. All this simply because they kept UX design, and more importantly, the
user, at the very core of their business.
The positive impact of investing in UX design
6) http://roman.nurik.net/
7) http://www.nea.com/blog/the-future-of-design-in-start-ups-survey-2016-results
Return of Investment
The return of investment in UX design is $100 dollars for every $1 invested.
FORBES - HTTP://WWW.FORBES.COM/SITES/FORBESTECHCOUNCIL/2015/11/19/GOOD-UX-IS-GOOD-BUSINESS-HOW-TO-REAP-ITS-BENEFITS/#440E8C8F3C53
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The companies with the highest investment in UX, referred to as “Design Unicorns”
saw their sales increase by a considerable 75%, while companies who were less
invested in UX (who considered themselves simply “design-centric”) still saw their sales
increase by 60%.
Experience Dynamics
8
made the case for this back in 2014, when they revealed that the
input of a UX designer reduces the amount of time developers have to re-work a product
by up to 50%, and reduces development time overall by between 33% and 50% by
improving decision-making and helping to prioritize development tasks.
Not only does it make it possible to hire fewer developers, it also means companies
which invest in UX design are able to release their products earlier. In terms of
innovation, being first to market is paramount.
“The value of UX is not wasting time and money developing the wrong solution.”
- Jeff Humble, lead UX designer, CareerFoundry
9
8) https://www.experiencedynamics.com/blog/2014/07/making-strong-business-case-roi-ux-infographic
9) http://www.jeffreyhumble.com/
Time savings
The input of a UX designer reduces the amount of time developers have to re-work a product.
EXPERIENCE DYNAMICS - HTTPS://WWW.EXPERIENCEDYNAMICS.COM/BLOG/2014/07/MAKING-STRONG-BUSINESS-CASE-ROI-UX-INFOGRAPHIC
Time spent by developers on a product
WITHOUT UX DESIGNER WITH UX DESIGNER
-33%
-50%
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The most obvious financial benefit of having a UX designer on board is the impact the
design has on attracting and retaining users. This is why a UX designer is traditionally
brought on to a project on day one, and stays with it right until it’s with the customer
and beyond.
“Happy users are ultimately happy and returning customers.”
- Clive K. Lavery, senior UX person and co-organizer, UX Camp Europe
10
Satisfied users are the key to any successful project so much so that 70% of projects fail
due to lack of user acceptance. This is even more true of mobile businesses. The same
Experience Dynamics report stated that one e-commerce site
11
where product pages
were specifically optimized for customers using mobile, saw a 30% growth in sales and
a 50% decrease in bounce rate. It was found that 86% of users preferred using mobile
apps over mobile sites due to their ease of use.
Overall the Future of Design in Startups Survey found that the five biggest benefits for
companies who had a UX-focus were:
1. Boost in revenue and conversion
2. Fewer support calls, therefore fewer employees
3. Increased customer satisfaction
4. Reduced development waste
5. Lower risk of the development of a wrong idea
10) https://twitter.com/cklavery
11) https://www.experiencedynamics.com/blog/2014/07/making-strong-business-case-roi-ux-infographic
12) http://www.nea.com/blog/the-future-of-design-in-start-ups-survey-2016-results
A Comprehensive Guide to the ROI of UX - PAGE 17
Further research highlights:
• On average, every dollar invested in UX brings 100 dollars in return. That’s an ROI of
an impressive 9,900 percent.
13
• According to a study undertaken by Forrester
14
, companies which invest in the user
experience see a lower cost of customer acquisition, lower support costs, increased
customer retention and increased market share.
• The same study showed that when compared to their peers, the top 10 companies
leading in customer experience outperformed the S&P index with more than triple
the returns.
“At one company we redesigned the checkout flow and achieved an increase in
conversion by up to 105% (mobile traffic, 85% desktop traffic). Some UX projects
have a very direct impact on the bottom line.”
- Tobias Treppmann, Mentor at CareerFoundry
15
13) http://www.forbes.com/sites/forbestechcouncil/2015/11/19/good-ux-is-good-business-how-to-reap-its-benefits/#440e8c8f3c53
14) http://solutions.forrester.com/Global/FileLib/Forr_Perspective_/Forrester-Perspective-CX-2.pdf
15) http://tobystereo.github.io/portfolio/
“User experience or design
is what really drives desirability.”
- Michelle Morrison, design program manager, Facebook
A Comprehensive Guide to the ROI of UX - PAGE 18
As we have seen here, there is an enormous
potential for growth that is not being tapped into.
Every dollar invested in UX design right can bring
a $100 dollar return. That’s because, essentially,
happy customers complete transactions,
recommend their friends, and return. Put simply,
when users value and enjoy an experience or
interaction with a product they want to do it again.
A Comprehensive Guide to the ROI of UX - PAGE 19
“UX can take a good product
and multiply its value.”
- Sagi Schrieber, co-founder, Hacking UI
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UX Design Impact for Humans:
So Much More Than Money
A Comprehensive Guide to the ROI of UX - PAGE 21
“UX provides tools and methods that bring
insights about people that help organizations
avoid arguments, breakups and flirtations
with competing suitors.”
- Per Axbom, co-host, UX Podcast
A Comprehensive Guide to the ROI of UX - PAGE 22
The impact of UX design also has human “returns”
which can be categorized as positive or negative.
Here is a comprehensive compilation of the ways
UX design impacts human lives.
Global UX Interest
Search popularity by region according to Google Trends
GOOGLE TRNDS
1. South Korea
2. India
3. Australia
4. Canada
5. United States
A Comprehensive Guide to the ROI of UX - PAGE 23
“If you want to offer products or services that have value for your customers, you must
first make the effort to understand what customers consider valuable.”
- Jan Jursa, author of UX Storytellers
16
Traditionally- MRI scans are a traumatic experience for children and adults- patients
who are usually already in a state of distress or discomfort. This is because MRIs were
developed with the results of the scan in mind, not the user’s experience being inside or
interacting with the machine. The value to the user in this instance is not only the result
of the scan, but the experience as a whole.
As Jennifer Aldrich, UX & content strategist at InVision
17
and a blogger at User
Experience Rocks, explains, the UX of medical equipment has an enormous impact on
patients and their families’ lives. It can also have a massive impact on health.
“5 years ago my daughter temporarily lost her vision - it was one of the most terrifying
experiences of my life. She was rushed to the ER and they did a CT scan. The results
came back showing an abnormality on the right side of her skull so they immediately
sent her to radiology to have an MRI, where she had a massive panic attack. They
tried to sedate her, but she had an adverse reaction to the medication.”
The work of Doug Deitz of GE Healthcare
18
addresses this very issue. Deitz had created
a design for an award-winning MRI scanner. However after realizing that many of his
patients were terrified of having MRIs, he decided it was time to change the design to
better accommodate their needs and reduce the natural fear that comes with medical
procedures.
He went away and studied the human-centered approach to design and innovation. By
observing and talking to users of existing products and services, he was able to better
understand his patients’ fears and redesign the MRI scanner to meet not just his own
medical purposes but also the needs of his patients. He improved the UX of MRI’s for
children so drastically that they now ask to have them done again.
The positive human impact of investing in UX design
16) https://about.me/jan.jursa
17) https://www.invisionapp.com/
18) http://t.yesware.com/
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The impact that focusing on UX can have on the lives of people interacting with a
product can be profound. In the case of these children, what was valuable to them,
and their parents, was making the experience of having an MRI a delightful rather than
terrifying one.
The positive effects of UX design on human life are now being seen in our towns and
cities. Anthony Lyons, city manager of Gainesville, Florida
19
, made it his mission to make
the city the best place to live and work, and he planned to achieve this using human-
centered design. This strategy was applied to a range of architectural and public policy
decisions.
“It made sense to create opportunities for Gainesville residents to invest in their own
local future - to be able to envision and implement their own dreams of how they want
to be part of the city and have a role in building it as business owners, whether this
is as restaurant owners or technology companies,” says Kate Lydon, public sector
portfolio director at IDEO, San Francisco.
19) https://www.fastcodesign.com/3065107/slicker-city/how-one-florida-city-is-reinventing-itself-with-ux-design
The Design Thinking Process
IDEO
A Comprehensive Guide to the ROI of UX - PAGE 25
“The impact of UX is apparent, and most
important, where it has a positive effect on
the product’s audience and customers.”
- Luke Chambers, founder, UX Mastery
A Comprehensive Guide to the ROI of UX - PAGE 26
“The best way to explain the impact of good design is to look at the outcomes of
bad design, that customers have to live with for years and years. Low customer
satisfaction, additional development efforts, increase in customer support efforts are
typical indicators of poorly done designs.”
- Arun Yashwant, CareerFoundry Mentor
20
There are numerous examples of bad user experiences negatively impacting human
life. How Bad UX Killed Jenny
21
by Jonathan Shariat shows how this led to the death
of a patient, as her nurses were unable to easily operate an interface that informed the
patient’s treatment. In another case an ebola patient was sent home accidentally
22
, and
in another a pilot accidentally plotted the wrong course for his flight.
23
The negative human impact of not investing in UX design
20) http://www.arunyashwant.com/
21) https://medium.com/tragic-design/how-bad-ux-killed-jenny-ef915419879e#.qdijtpk9
22) http://www.theatlantic.com/technology/archive/2014/10/the-ebola-patient-was-sent-home-because-of-an-electronic-
health-record-problem/381087/
23) http://blog.martindoms.com/2011/01/24/poor-ui-design-can-kill/
“What we must validate is if our target users
need or want our products.”
- Professor Jaime Levy, UX strategist and author
A Comprehensive Guide to the ROI of UX - PAGE 27
A larger scale example of when the UX design of an interface had a negative human
impact was The Three Mile Island accident
24
. This was a partial nuclear meltdown
that happened in a reactor at the Three Mile Island Nuclear Generating Station in
Pennsylvania, USA.
Due to a combination of human factors and poor design, problems were encountered
with the reactor control system’s user interface. Despite a valve being stuck open,
engineers interpreted the light on the control panel to mean it was closed. This meant
that engineers did not realize there was a problem for several, crucial hours.
Due to bad user interface design, high levels of radioactive gas were released into
the environment, causing a suspected increase in incidents of cancer in the local
population, as well as increased rates of “death and disease” amongst local livestock
and animals.
We have seen in this section the effect that having a user-centric process can have in
industries not typically associated with UX design; healthcare, transport and nuclear
energy.
24) https://en.wikipedia.org/wiki/Three_Mile_Island_accident
A Comprehensive Guide to the ROI of UX - PAGE 28
As these examples have made clear: small user-
focused design changes can have significant
impact on the lives of individuals and communities.
This is why the human ROI of UX should always be
considered and should never be an afterthought.
A Comprehensive Guide to the ROI of UX - PAGE 29
“How do I explain what I do at a party?
The short version is that I say
I humanize technology.”
- Fred Beecher, director of UX, The Nerdery
A Comprehensive Guide to the ROI of UX - PAGE 30
Learnings from
UX-Centric Companies
A Comprehensive Guide to the ROI of UX - PAGE 31
“Google teams design the product
based on what people (some call them users)
really need to know.”
- Tomer Sharon, head of UX, WeWork, formerly of Google
A Comprehensive Guide to the ROI of UX - PAGE 32
We’ve seen the stark difference that having
a UX team, or not, has had on the examples in
the previous two sections. But when we think
of companies that are truly UX-led, who are
the main players?
In this segment you’ll learn about the leading
companies who have put their success down to a
user-centric approach. Irrespective of the industry,
it’s clear that investment in a solid UX strategy has
seen these giants grow at a lightning rate - putting
the user front and center of every decision made.
25) http://rosenfeldmedia.com/books/why-we-fail/
“It’s a competitive differentiator.”
- Marieke McCloskey, director research and product, User Testing
A Comprehensive Guide to the ROI of UX - PAGE 33
Airbnb was created to make the experience of finding somewhere to stay a delightful
one for the user - both guest and host. It’s intuitive, beautifully-designed, and user-
centric from start to finish.
The whole UX of Airbnb is based around trust. The profile images, Facebook verification,
reviews and passport upload system builds trust between those looking to rent out their
places and those looking for a place to stay. Having that stamp of authority from Airbnb
on the transaction creates a safety net for travellers and hosts.
It isn’t just the online experience that is seamless. The transfer from online to offline is
also without any friction. The promise might be made on a website, but it is fulfilled in
the real world.
So successful has Airbnb’s UX strategy been that Airbnb’s Joe Gebbia credits UX with
taking the company to $30 billion.
25
Airbnb
25) http://www.forbes.com/sites/forbestechcouncil/2015/11/19/good-ux-is-good-business-how-to-reap-its-
benefits/#6e89a02e3c53
“Amazon UX = pure customer centricity.”
- Paul Rouke, founder and CEO, PRWD
A Comprehensive Guide to the ROI of UX - PAGE 34
In a recent major iteration of HubSpot.com, the company decided to re-think the user
experience on the site, starting from the ground level with user feedback. They tested
entirely new conversion flows, copy messaging, and even visual treatments. As part of
the process they pushed countless experiments live and iterated with each piece of
feedback, putting the user in control.
From start to finish, the whole project took 3 months with a team of 3 designers in total
(one for UX, and two for Visual Design). The approach was above all lean, and the
project moved through each stage at lightning speed.
What was the result? In the end, the conversion rate doubled (tripled, even, in some
areas). As HubSpot.com receives upwards of 10 million visitors per month, we can
therefore deduce what impact this had on revenue.
“UX is impact.”
Austin Knight, senior UX designer, HubSpot
26
26) https://austinknight.com/ / https://www.hubspot.com
27) https://twitter.com/tsharon
HubSpot
The fantastic user experience with Google is well-documented. Whether it’s when using
the search bar that made the company so famous, or Google Docs, Google Mail or
Google Maps, it’s clear that Google’s UX strategy is at the forefront of everything they do.
And it’s paid off.
“Google teams design the product based on what people (some call them users) really
need to know.”
- Former Google employee, and head of UX at WeWork, Tomer Sharon
27
Google
A Comprehensive Guide to the ROI of UX - PAGE 35
28) https://developers.google.com/experts/people/taylor-ling
29) https://www.interaction-design.org/literature/article/google-s-heart-framework-for-measuring-ux
Google’s UX strategy is split into five phases: Unpack, Sketch, Decide, Prototype,
Test. This process provides numerous opportunities for iterations to be made before
implementation begins. I.e., before huge investment is made in development. As
previous examples have already demonstrated, making changes later down the line is
not only much more expensive, it takes a lot more time.
“Looking at companies with great design like Google, Apple, Airbnb etc., it’s obvious
that without great design, they wouldn’t be at where they are right now.”
- Taylor Ling, design expert, Google.
28
When thinking about and working towards understanding user behaviour, Google
uses the HEART framework
29
. Google noted that it was no easy task measuring user
experience on a large scale (when done automatically) if there was no framework in
place. They therefore created the HEART framework to solve this problem. HEART is
an anagram for Happiness, Engagement, Adoption, Retention and Task Success. The
idea behind the framework was to be able to deliver metrics about the user that allow an
organization or team to measure the user experience on a large scale to inform decision-
making during product development.
This approach ensures that every product that Google develops has to adhere to these
user-specific categories. In following this framework Google is putting the user front and
centre of everything it creates. The results speak for themselves.
“Focus on the user, and all else will follow.”
- Google.com
A Comprehensive Guide to the ROI of UX - PAGE 36
The retail giant which began as a bookseller has always kept its users at the front and
center of everything it does. Jeff Bezos, founder of the company, invested 100 times
more into customer experience than advertising in the first year of Amazon launching.
30
Amazon is known for its ‘reactive design’, that is it reacts swiftly to a customer’s
engagement by applying personalized attention to increase that user’s overall feeling
of satisfaction. This reactive experience design is a powerful way to increase customer
engagement throughout.
Amazon
“The best example is the largest company in the world (by market capitalization),
Apple. Read their statements carefully, and observe yourself while using their
products: though they’re not perfect, they take UX seriously.”
- Stefan Freimark, creative director (UX) at Interactive Tools
31
Apple’s user experience is focused on a strong immersion experience: turning
customers into fans of the brand. Apple customers aren’t just users, they preach about
its products. To convert a customer from a user into a defender of the experience, you
need strong immersion design.
32
Apple
30) http://www.businessinsider.de/amazons-new-competiton-2014-9?r=US&IR=T
31) http://www.interactive-tools.de/
32) https://www.forbes.com/sites/sungardas/2014/03/21/three-kinds-of-user-experience-design-fuel-amazon-google-
apple/#604ef4181fc9
33) http://rosenfeldmedia.com/books/why-we-fail/
“Nokia had good design but did not invest to the radical extent that Apple (and
Google) did (in UX design) and so Nokia went from the biggest mobile phone
manufacturer to essentially extinct in a matter of years.”
- Victor Lombardi, author of Why We Fail
33
A Comprehensive Guide to the ROI of UX - PAGE 37
In this segment we saw how leading companies
like Airbnb, Google and HubSpot credit their
rapid growth and expansion to a user-centric
approach. UX design enables smoother in-house
processes between teams, and ensures a product
that fulfills their user’s direct goals and needs.
The combination of these approaches increases
growth, customer conversion and retention and
crucially ensures no money is wasted developing
the wrong product or idea - a saving that, as we
have seen, goes into the billions.
A Comprehensive Guide to the ROI of UX - PAGE 38
“Projects with personas have an ROI
of up to 4x more than projects without them”
(Source: Forrester)
- Sara Kremer, senior user experience architect, Eventbrite
A Comprehensive Guide to the ROI of UX - PAGE 39
Conclusion:
What Did We Learn?
A Comprehensive Guide to the ROI of UX - PAGE 40
“Care for happy customers,
and the money will follow.”
- Stefan Freimark, creative director (UX), Interactive Tools
A Comprehensive Guide to the ROI of UX - PAGE 41
We learned that the world we live in is not built for the user. More often than not
products are built simply with the goals of the business in mind, forgetting the user’s
own goals and needs. So much so, that in e-commerce alone failure to invest is creating
a billion-dollar loss of revenue, a loss that will become a trillion-dollar issue over the
next 3 years.
Even small investment in UX design led to massive financial returns for businesses:
invest $1 in UX and it is possible to see a return of $100 dollars
34
(or more). In
addition to the significant increases in both revenue and conversion for the companies
mentioned, there are also enormous savings to be had: UX-centric organizations need
fewer support calls, have increased customer satisfaction, reduced development waste,
and lower risk of developing the wrong idea.
The human impact of UX design can be a matter of life and death. Badly designed
interfaces can be the cause of large-scale disasters, like the Three Mile Plant accident,
as well as life or death situations for individuals. We learned that UX design is not limited
to business alone: industries such as healthcare, transport and nuclear energy benefit
hugely from keeping their interfaces designed for those who use them.
We invite you to join us in working towards transforming the world into a more
user-centric place - as we have seen, the results speak for themselves.
Find out more about the work we do:
“What we must validate is if our target users need or want our products.”
- Professor Jaime Levy, UX strategist and author
35
Conclusion: What Did We Learn?
SOURCE
34) http://www.forbes.com/sites/forbestechcouncil/2015/11/19/good-ux-is-good-business-how-to-reap-its-
benefits/#440e8c8f3c53
35) https://twitter.com/JaimeRLevy
theux.school
theUXSCHOOL
A Comprehensive Guide to the ROI of UX - PAGE 42
“It’s got to be usable or the product
will crash and burn straight away.”
- Cory Lebson, author, UX Careers Handbook
A Comprehensive Guide to the ROI of UX - PAGE 43
Contributors
A Comprehensive Guide to the ROI of UX - PAGE 44
We’d like to thank the following industry experts for their insights, help and contributions to
this white paper.
Abby Covert, author, How To Make Sense of Any Mess
Alexander Gruber, founder and CEO, Colorfy
Alexandru Boamfa, user experience architect, EuroIA
Arun Yashwant, CareerFoundry UX design Mentor
Austin Knight, senior UX designer, HubSpot
Caio Braga, editor, UXDesign.cc
Chris Mears, director, UXr Ltd
Clive K. Lavery, senior UX person and co-organizer, UX Camp Europe
Cory Lebson, author, UX Careers Handbook
Dhyana Scarano, senior UX designer, CareerFoundry and UX Camp Europe
Diego Dalia, service & interaction design lead, IBM Design
Diego Sussmann, CareerFoundry UX design Mentor
Eduardo Toledano, Digital Telepathy
Emil Lamprecht, Google expert, startup advisor
Eric Reiss, business and information architecture theorist, consultant and web design author
Fred Beecher, director of UX, The Nerdery
Gerry Gaffney, founder, Information & Design
Gunnar Krüger, concept developer and consultant, Knopkrueger
Hany Rizk, UX strategist, Volkswagen
James Royal-Lawson, co-host, The UX Podcast
Professor Jaime Levy, UX strategist and author of UX Strategy
Jan Jursa, author of UX Storytellers
Jeff Humble, lead UX designer, CareerFoundry
Jennifer Aldrich, UX & content strategist, InVision
Jeremy Abbett, design partner, creative evangelist, Google
Jeremy Schweizer, CareerFoundry UX design Mentor
Jerry Cao, content strategist, UXPin
Joanna Ngai, UX designer, Microsoft
Joel van Bodegraven, UX designer, Hyper Island
Jonathan Rez, interaction designer
Contributors
A Comprehensive Guide to the ROI of UX - PAGE 45
Joseph de Garr, UX hiring, Zalando
Justin Mifsud, founder, Usability Geek
Konrad Röpke, UX design specialist, SAP
Kristof Orts, senior product designer, Delivery.com
Leah Simons, CareerFoundry UX design Mentor
Luke Chambers, founder, UX Mastery
Marieke McCloskey, director research and product, User Testing
Megan Wilson, UX Motel
Michael ‘Mitch’ Hatscher, senior UX designer, Google Shopping
Michelle Morrison, design program manager, Facebook
MK Cook, UX designer, Digital Telepathy
Nicholas Tenhue, UX Manager, Orion Health, founder, The UX Blog
Parth Nilawar, head of design at Leverton, CareerFoundry UX design Mentor
Paul Olyslager, senior UX designer, Home24
Paul Rouke, founder and CEO, PRWD
Per Axbom, co-host, UX Podcast, Axbom
Pia Klancar, CareerFoundry UX design Mentor
Radoslaw Taraszka, senior UXer, UXPin
Raffaela Rein, founder, The UX School and CEO, CareerFoundry
Roman Nurik, designer and design advocate, Google
Rupert Platz, strategic and conceptual UX designer
Sabine Stoessel, CareerFoundry UX design Mentor
Sagi Schrieber, co-founder, Hacking UI
Sara Kremer, senior user experience architect, Eventbrite
Sarah Doody, UX designer and strategist, The UX Notebook
Stefan Freimark, creative director (UX), Interactive Tools
Dr. Susan Weinschenk, behavioural scientist, author, speaker
Taylor Ling, design expert, Google
Tobias Treppmann, CareerFoundry UX design Mentor
Tomer Sharon, head of UX, WeWork
Victor Lombardi, author, Why We Fail
Zayera Khan, CareerFoundry UX design Mentor
A Comprehensive Guide to the ROI of UX - PAGE 46
“The world is not made for the user, which
will cost businesses trillions of dollars.”
- Raffaela Rein, founder, The UX School
A Comprehensive Guide to the ROI of UX - PAGE 47
