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Is ROI an Effective Approach for Persuading Decisionmakers on the Value of User-Centered Design?

Is ROI an Effective Approach for Persuading Decisionmakers on the Value of User-Centered Design?

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Is ROI an Effective Approach for Persuading Decisionmakers on the Value of User-Centered Design?

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  1. Is ROI an Effective Approach for Persuading Decisionmakers on the Value of User-Centered Design? Organizer: Susan Dray, Dray and Associates, USAClare-Marie Karat, IBM T. J. Watson Research Center, USA, Daniel Rosenberg, Oracle Corporation, USA, David Siegel, Dray and Associates, USA, Dennis Wixon, Microsoft, USATuesday, 16:30-18:00, Hall B This panel examines the utility and effectiveness of various ways of making the business case for user-centered design (UCD). Most of the discussion in our field has assumed that measuring and demonstrating ROI for usability is the key to this effort. However, experience shows that the most brilliant ROI analysis may not win the day in the real world of business. Our panelists range from people who claim that ROI is an important persuasive tool as long as the communication about ROI is happening within a healthy business relationship, to people who claim that a focus on ROI can actually be destructive. We also explore the idea that there are important business contexts where ROI simply does not fit. Through the presentations by the panelists and through discussion of a business case scenario, we explore some alternatives to ROI in making the business case for user-centered design.

  2. Strategic ROI – A commercial Dennis Wixon Manager Games User Research Microsoft

  3. Building a team with strategic ROI Games User Research: • Group started in 1997 with one contractor • Now 2nd largest user research team at Microsoft • 23 employees, 3 contingent staff, and 10 moderators. • Scope • Last year 10,794 playtest participants • 56 Microsoft and non-Microsoft games. • Over 1200 usability participants • Since 1998, over 1250 reports on gamers’ experiences with games • Largest consumer research effort by any game developer or publisher for the purposes of improving games.

  4. Tenets of strategic ROI • Understand the business context • Meet management needs • Embed methods in case studies • Partner with creative power (design)

  5. Strategic ROI: Games business context Big opportunity: • Movie box office was $8.4 billion • $9.4 billion spent on games • Tripled in 7 years • Game consoles in 30-40% of U.S. households

  6. Strategic ROI: business context (contd) • The business context: • Prolific: 600+ game products in N. America • “Hit” driven: 80-20 rule • High cost of development • Success of platform depends on appeal of software • Halo 2: • Over $100 million in sales on day 1 (Shrek 2: 75 million in sales first weekend) • At last count 6 million sold

  7. Strategic ROI: management need-response • Improve games quickly and effectively - RITE method • Measure fun - playtest assessment • Help sign up partners: playtest and usability labs and case studies

  8. Strategic ROI: RITE

  9. Strategic ROI: RITE • More issues fixed • Fixes are verified • More issues found • Truly collaborative effort – usability & design “This was a fantastic experience. Whenever we get asked "how do you like working with Microsoft," two of the first things out of our mouths are "the people there are AWESOME" and "usability ROCKS!"

  10. Strategic ROI: playtest lab

  11. Strategic ROI: playtest lab

  12. Strategic ROI example: Halo 1 • Won “Oscar” for Game of the Year • 58% “attach rate” at launch • Designer quote “Without a doubt it is one of the most valuable resources in MGS [Microsoft Games Studios] and can be a critical factor in the success of the games we publish. (I only wish UT [User-testing] had greater bandwidth so we could use you more frequently!)”

  13. Strategic ROI: Acknowledgements • Playtest: • Bill Fulton • Eric Schuh • RITE: • Michael Medlock • Melissa Federoff • Dan Gunn • Halo 1 and 2: • Keith Steury • Randy Pagulayan • Jamie Griesemer – Bungie

  14. Tenets of strategic ROI • Understand the business context • Meet management needs • Embed methods in case studies • Partner with creative power (design)

  15. Apply Strategic ROI: you can win too http://www.mgsuserresearch.com /

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