The ROI of Usability

ROI usability testing

The ROI of Usability Testing

In the world of usability and user experience, Return on Investment (ROI) doesn’t necessarily equate with pound signs.

Usability testing should be an integral part of any design and development process, and although it’s still not a universally accepted practice within the IT community, the tide is definitely turning.

So how do you go about measuring the ROI of a usability test?

Here are some of the variables that can place a value on your user experience research:

  • Revenue – Of course, the most common metric of ROI is financial, and a tested-to-breaking-point product, with a user-centric UI, will ensure the customer’s experience is a pleasant one, encouraging more conversions, and, in turn, increased sales and revenue
  • Trust – If you are giving your customers a great user experience, you will also be building trust in your brand. A user is more likely to engage with a website or app that they’ve previously had a trouble-free experience of, than one that’s proved something of a usability nightmare. How your customers are using your product, and how many are returning to purchase again, can be tracked via analytics software
  • Development – Usability testing isn’t just about the ROI from customer benefits. Development time may well be compromised without the safeguards of a rigid UX framework. Discovering faults once the product has gone live, not only extends the development cycle, as you rush to underpin the house of cards collapsing around you, but is potentially ruinous for your brand
  • Maintenance – Releasing a website or app into the wild, without conducting usability tests, might  also lead to problems further down the line. Further maintenance costs will be incurred if integral design faults lead to user error and frustration, or problems with the code results in similar consequences
  • Productivity – Savings can also be made through an increase in productivity of any staff that have to interact with a product for the purposes of customer fulfilment etc. Back end systems require rigorous testing to ensure the design and UI are conducive to an experience that cuts the time it takes to complete a task, allowing the employee to achieve more

These are just some of the factors that can benefit your business when integrating usability testing as part of your development cycle.

For user experience research, usability testing, and a better return on your investment, contact us today!

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