New Report Debunks the Myths of Measuring the ROI of User Experience.SAN FRANCISCO San Francisco (săn frănsĭs`kō), city (1990 pop. 723,959), coextensive with San Francisco co., W Calif., on the tip of a peninsula between the Pacific Ocean and San Francisco Bay, which are connected by the strait known as the Golden -- Adaptive Path and UC Berkeley's Haas School of Business have redefined how companies should assess investment in their customers' web experiences. The relationship between total customer value and business strategy are far more important metrics than online revenues alone. In May 2003, Adaptive Path and the University of California The University of California has a combined student body of more than 191,000 students, over 1,340,000 living alumni, and a combined systemwide and campus endowment of just over $7.3 billion (8th largest in the United States). , Berkeley's Haas School of Business partnered to uncover how successful organizations are employing user-centered design In broad terms, user-centered design (UCD) is a design philosophy and a process in which the needs, wants, and limitations of the end user of an interface or document are given extensive attention at each stage of the design process. practices as a tool for delivering business value. According to the recently released report, Leveraging Business Value: How ROI (Return On Investment) The monetary benefits derived from having spent money on developing or revising a system. In the IT world, there are more ways to compute ROI than Carter has liver pills (and for those of you who never heard of that expression, it means a lot). Changes User Experience, companies that underestimate the total value of their customers' experiences on the web will continue to invest in short term fixes with low impact. Through a year-long research project inside organizations such as Bank of America
Bank of America (NYSE: BAC TYO: 8648 ) is the largest commercial bank in the United States in terms of deposits, and the largest company of its kind in the world. , ESPN ESPN Entertainment and Sports Programming Network , Belkin, Cathay Pacific Airways, and KQED Public Broadcasting, the Adaptive Path-Haas project debunked the myth that websites should be measured on online revenue alone or that sites not generating revenue don't serve a valuable purpose. "If organizations approach Web projects with user-centered design principles, their websites can become strategic levers for understanding the whole customer, influencing their online and offline behavior, and anticipating their future needs," says report author Scott Hirsch of San Francisco user experience consulting firm Adaptive Path. "Today's Web teams, managers, and designers need to develop the language for advocating the total business value of customers' experiences on the web." Authors Scott Hirsch, Janice Fraser and Dr. Sara Beckman show that applying ROI methodology to user experience design helps ensure that organizations are investing in high-value projects that touch many parts of their business -- from marketing and customer conversion to order fulfillment and customer support. About the Authors Scott Hirsch is a Business Strategist at Adaptive Path and an MBA MBA abbr. Master of Business Administration Noun 1. MBA - a master's degree in business Master in Business, Master in Business Administration graduate of the Haas School of Business. His recent work includes valuation and organizational strategy projects for Google, Hitachi Data Systems See HDS. , and Dow Corning. Janice Fraser is a founding partner of Adaptive Path where she specializes in the intersection between design and business. Her recent clients include PeopleSoft, Intel, and the United Nations. Sara Beckman is a senior lecturer at the Haas School of Business at the University of California, Berkeley The University of California, Berkeley is a public research university located in Berkeley, California, United States. Commonly referred to as UC Berkeley, Berkeley and Cal , and serves on the board of the Corporate Design Foundation. Her research and teaching focus on product design and development processes. About Adaptive Path Headquartered in San Francisco, Adaptive Path is a user experience consulting, research and training firm that has provided custom services to a range of clients, including Fortune 50 corporations, pure-Web startups, and established not-for-profit organizations. About the Haas School of Business at the University of California, Berkeley For over 100 years, the Haas School of Business has offered a superb management education to outstanding men and women from around the world. The School is one of the world's leading producers of new ideas and knowledge for all areas of business, and a launching point for many new businesses. |
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