The last few years has seen a exponential rise in the role of user experience design in website and application development. Businesses and organisations who have, sensibly invested in a user experience team and their expertise, are now those reaping the rewards and seeing massive returns on their investment.
According to this article, every dollar invested in user experience is worth $100. Yes, $100!
However, only 11.5% of product development budgets are spent on user experience design. Amazing really.
So how, as UX professionals can we sell our expertise to project managers. Case studies really help to prove ROI so in this article we’ve got three case studies that you can take with you to help persuade them that you’re worth it!
Case Study One – Schuh
When your mission is to provide your customers with a “unique and exciting retail environment’ it’s essential that you invest in making sure that is what you provide!
Schuh recognised that retail is omni-channel and therefore to increase online sales they had to invest heavily in making sure that their online store was as user friendly and intuitive on a mobile device as it is when a customer visits one of their stores.
- become more pro-active in problem identification on digital channels rather than wait for customer services to report issues
- how to understand users’ expectations of the Schuh shopping experience specifically on smartphone and identify points of friction impacting conversions
- how to ensure the Store Stock Checker experience was as intuitive as possible
Schuh carried out two rounds of smartphone testing with whatusersdo which explored attitudes to shopping on a smartphone, identifying conversion issues and tasks to highlight ‘conversion killers’. These included:
- performance of the search function
- usability of the navigation
- site speed
- reasons for basket abandonment
- intuitiveness of the store stock checker
The testing carried out with whatusersdo highlighted where Schuh needed to make changes to their mobile shopping experience in order to make the process more intuitive and increase sales. Reducing friction in the user experience and increasing conversion opportunities through intuitive design were identified as key elements for improvement.
- reducing confusion over product reviews during the online purchase journey
- ensuring category and search results sorting was clearly signposted and met users’ needs
- improving the “user flow” within the Store Stock Checker journey
In the words of Schuh:
“A quick, easy & cost-effective way to get immediate, quality feedback on problems your customers are facing today. On the back of the feedback we received regarding the difficulties faced in stock reservation, we made the reservation services more obvious which resulted in an increase in conversions.” Stuart Findlay, Online Development Manager, schuh
Read more here
(With thanks to whatusersdo for allowing us to use this case study)
Case Study Two: Dulux
Paint. Have you ever wondered whether it’s going to look like it does on the tin when you put it on the wall? It seems you’re not the only one!
- Overcome a lack of consumer confidence in the colour they’ve bought would be what they expected
- To inspire and delight customers
- Increase sales of testers and paint through the app and in-store
- Increase knowledge of the product range
(Image from http://www.webcredible.com/case-studies/retail/dulux/)
The design principles adopted included:
- Colour a room in two steps (or taps)
- Encourage and inspire experimentation by allowing instant colour change
- Encourage the purchase of testers through the app
- Ensuring the user interactions were as simple as possible.
We love that webcredible, through carrying out several rounds of user testing, ensured that the user journey and experience brought customers joy; something that is so often overlooked!
The results (Hold on to your hats!):
The results of the global release of this app were astounding!
- Over 5 million downloads
- 65% increase in tester sales
- 92% increase in stockist searches
- 247% increase in usage
In the words of Dulux:
“We invited Webcredible to work with us on an ongoing basis to ensure that user experience was designed in from the start. Their enthusiastic input has produced some great results.” Stewart Longhurst, Global Head of Digital Operations, Dulux
Case Study Three: Javafly
Last but not least and the subject of this article: How a UX review increased revenue by 112%! User Experience agency GobySavvy were approached by coffee enthusiasts Javafly to help them increase conversions and brand perception on their e-commerce platform.
- Increase conversions
- Reduce bounce rate and cart abandonment
- Improved usability and perception of the site
The team at GobySavvy undertook a comprehensive UX review on the Javafly site to identify areas which could be improved. They also took the opportunity to get under Javafly’s skin by immersing themslves in the Javafly brand and business goals.
- Identified Javafly’s business goals
- Audited javafly.com to identify areas of friction and ‘low hanging fruit’
- Prioritised the findings and provided measurable solutions
We really like this comparison that GobySavvy provided which illustrates how just small changes to the overall site and the product pages can make such a huge difference to a business!
The overall results of GobySavvy’s work led to a more user-centred
- Over 20% increase in conversions leading to 112% increase in revenue
- An increase of over 74% in the number of transactions
- 22% increase in average order value
- Reduced number of clicks to complete a transaction
- Improved perceived usability
In the words of Javafly:
“GobySavvy’s UX Review lifted our conversion rates to a
point where we are comfortable to focus heavily on SEO
and marketing.” Mike Baron, Marketing.
Read the full case study here
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