1. BILLION-DOLLAR UX
HOW UX HAS BECOME THE KEY
TO MASSIVE VALUATIONS & EXITS
NEW YORK, 9/30/2014
MIT Enterprise Forum: Billion-Dollar UX
2. ORGANIZER
BEVERLY MAY
EXECUTIVE DIRECTOR OF THE UX AWARDS,
PRINCIPAL OF OXFORD TECH + UX
TWITTER: @OxfordTech, @UXAwards
COMPANY: oxfordtech.us
LINKEDIN: linkedin.com/in/beverlymay
MIT Enterprise Forum: Billion-Dollar UX
3. BILLION-DOLLAR UX
AGENDA:
5:30pm - 6:00pm: Reception
6:00pm - 6:30pm: Overview Talk on UX with Examples
6:30pm - 6:50pm: Panel Introductions & Positions
6:50pm - 7:30pm: Panel Discussions
7:30pm - 8:30pm: QA & Networking
NEW YORK, 9/30/2014
MIT Enterprise Forum: Billion-Dollar UX
7. AIRBNB
DROPBOX
UBER
STRIPE
SNAPCHAT
SQUARE
TUMBLR
PINTEREST
KAYAK
GILT
TINDER
UX WORTH OVER $1BN
YOUTUBE
INSTAGRAM
GRUBHUB
ZOCDOC
MIT Enterprise Forum: Billion-Dollar UX: Beverly May
GOOGLE
APPLE
YAMMER
SPOTIFY
TRULIA
AMAZON
FACEBOOK
KICKSTARTER
FAB
KABBAGE
LENDING CLUB
WORKDAY
EVERNOTE
WAZE
HULU
FLIPBOARD
BETTERMENT
NEST
8. GLASSDOOR
SQUARESPACE
AVIARY
ART.SY
GENERAL ASSEMB.LY
ETSY
BETTERMENT
BIRCHBOX
WARBY PARKER
WIX
ASANA
ZOHO
PATH
FITBIT
BRAINTREE
FOURSQUARE
OTHERS ARE CLOSE OR RISING FAST
MIT Enterprise Forum: Billion-Dollar UX: Beverly May
9. WHAT IS
USER EXPERIENCE?
MIT Enterprise Forum: Billion-Dollar UX: Beverly May
11. MIT Enterprise Forum: Billion-Dollar UX: Beverly May
http://etc.usf.edu/clipart/
70500/70542/70542_264_ra-090_o_lg.gif
12. WHAT IS USER EXPERIENCE?
SOLVING (DIGITAL) PROBLEMS,
IN CONTEXT, FOR PEOPLE
Psychology Sociology Anthropology Philosophy
MIT Enterprise Forum: Billion-Dollar UX: Beverly May
13. MIT Enterprise Forum: Billion-Dollar UX: Beverly May
http://etc.usf.edu/clipart/
70500/70542/70542_264_ra-090_o_lg.gif
14. UX IS…
USER CENTERED DESIGN
AUDIENCE
PROBLEM
RESEARCH
PROTOTYPE
VALIDATE, EVALUATE, TEST
ITERATE
MIT Enterprise Forum: Billion-Dollar UX: Beverly May
15. MIT Enterprise Forum: Billion-Dollar UX: Beverly May
http://www.1800attorney.com/
WHAT YOU DON’T WANT
16. MIT Enterprise Forum: Billion-Dollar UX: Beverly May
http://www.cefa.ca/wp-content/uploads/2014/04/1449526921.jpg
THE HUNT IS ON!
17. WHAT SUCKS!
MIT Enterprise Forum: Billion-Dollar UX: Beverly May
Photo Credit
YES.
This product sucks
18. PLEASE DON’T MAKE ME THINK!
http://cailincreature.blogspot.com/2010_06_01_archive.html
MIT Enterprise Forum: Billion-Dollar UX: Beverly May
19. INSERT CHAPTER TITLE
CONFUSION &
FRUSTRATION
http://cailincreature.blogspot.com/
2010_06_01_archive.html
MIT Enterprise Forum: Billion-Dollar UX: Beverly May
20. MIT Enterprise Forum: Billion-Dollar UX: Beverly May
Munch, the Scream- Wikipedia.org/
AVOID UX AT YOUR PERIL!
21. MIT Enterprise Forum: Billion-Dollar UX: Beverly May
WOW!
http://static.guim.co.uk/sys-images/Guardian/Pix/pictures/2011/8/22/1314031516692/A-boy-jumps-off-a-diving--007.jpg
22. MIT Enterprise Forum: Billion-Dollar UX: Beverly May
http://m.cdn.blog.hu/in/investo/image/Robot.jpg
HELP THEM REACH THEIR GOAL
& LEAD THEM WHERE YOU WANT THEM TO GO
23. $
:-)
MIT Enterprise Forum: Billion-Dollar UX: Beverly May
24. MIT Enterprise Forum: Billion-Dollar UX: Beverly May
Donald Rumsefeld, wikipedia.com
THE UNKNOWN UNKNOWNS.
25. MIT Enterprise Forum: Billion-Dollar UX: Beverly May
TRUST, BUT VERIFY.
http://rlv.zcache.com/im_right_youre_wrong_next_coffee_mug-rbaffc7f99bad4d23bca7de839ac40bff_x7k28_8byvr_512.jpg
26. LEAN STARTUP (P. 44-47)
“We thought we should get a gold star just for
listening to our customers. Except our customers
“We thought we should get a gold star just for listening to our
customers. Except still didn’t our customers like the still product….
didn’t like the product….
I had committed the biggest waste of all: building
a product that our customers refused to use.”
UX IS NOT JUST TACTICAL- IT’S ALSO
STRATEGIC & HELPS SOLVE
CUSTOMER-PRODUCT-MARKET FIT.
MIT Enterprise Forum: Billion-Dollar UX: Beverly May
27. MIT Enterprise Forum: Billion-Dollar UX: Beverly May
IMPROVE EFFICIENCY
DEFINE, REFINE, VALIDATE -
BEFORE COSTLY DEV & LAUNCH
http://static.guim.co.uk/sys-images/Guardian/Pix/pictures/2011/8/22/1314031516692/A-boy-jumps-off-a-diving--007.jpg
29. THE ROLE OF UX
Consider that in a multi-device, integrated physical-digital world of
touch, speech, proximity, ambient sensing, brainwaves &
biometrics, location, eye-tracking and other inputs and triggers…
‣ A system’s “user interface” is not always graphical/visual.
‣ User-initiated action is only one SMALL part of most of today’s
complex digital systems.
That makes UX EVEN MORE essential.
MIT Enterprise Forum: Billion-Dollar UX: Beverly May
30. SO HOW DO YOU DO IT?
MIT Enterprise Forum: Billion-Dollar UX: Beverly May
31. UX IS…
USER CENTERED DESIGN
AUDIENCE
AUDIENCE PROBLEM
RESEARCH
PROTOTYPE
VALIDATE, EVALUATE, TEST
ITERATE
MIT Enterprise Forum: Billion-Dollar UX: Beverly May
32. MIT Enterprise Forum: Billion-Dollar UX: Beverly May
11
The first requirement for an exemplary
user experience is to meet the exact
needs of the customer, without fuss or
bother.
Don Norman
33. MIT Enterprise Forum: Billion-Dollar UX: Beverly May
11
Next comes simplicity and elegance that
produce products that are a joy to own, a
joy to use.
True user experience goes far beyond
giving customers what they say they
want, or providing checklist features.
Don Norman
34. Who is your
customer?
What’s
their problem?
What’s
your
solution?
Assumptions
true? How to
improve?
How help solve
customer
problem in best,
fastest, most
intuitive way?
MIT Enterprise Forum: Billion-Dollar UX: Beverly May
37. WHAT HOW
UX PROCESS
MIT Enterprise Forum: Billion-Dollar UX: Beverly May
DISCOVER &
RESEARCH
DEFINE &
CONCEPT
PROTOTYPE,
DESIGN
& TEST
DEVELOP &
DELIVER
38. MIX OF ANALYSIS + DESIGN
ANALYSIS DESIGN
‣ generate solutions.
‣ structure/organize
components to solve the
needs in the best way.
‣ research & identify
needs, components and
complex processes
MIT Enterprise Forum: Billion-Dollar UX: Beverly May
39. HELP ANSWER THESE QUESTIONS…
WITH THESE UX SKILLS
WHO (Empathy)
WHAT IF (Creative)
WHY (Analytical)
HOW (Practical)
HOW MUCH (Detailed)
MIT Enterprise Forum: Billion-Dollar UX: Beverly May
40. UX
FUNCTION
(UTILITY)
Usefulness
Simplicity
Practicality
FORM
(AESTHETIC)
Beauty
Style
“Design”
>
MIT Enterprise Forum: Billion-Dollar UX: Beverly May
41. WHAT IS USER EXPERIENCE?
SOLVING (DIGITAL) PROBLEMS,
IN CONTEXT, FOR PEOPLE
MIT Enterprise Forum: Billion-Dollar UX: Beverly May
42. WHY NOW?
EVOLUTION OF UX
IN 1 MINUTE
MIT Enterprise Forum: Billion-Dollar UX: Beverly May
52. BILLION-DOLLAR UX
THE $$$ IS PROOF!
MIT Enterprise Forum: Billion-Dollar UX: Beverly May
53. HBR: “THE VALUE OF UX AS A CORPORATE
ASSET IS NO LONGER IN QUESTION”
- January 2013
“…look at the $1 billion price tag paid by Facebook for Instagram, whose primary
asset is not technology, but the best photo sharing UX in the business (and some of
the best UX talent as well).
Look at the recent Apple vs. Samsung judgment: 93% of the damages were related to
design patents that define the iOS user experience.
The growing appreciation of the value of UX is not restricted to consumer-facing tech
companies, like Google with their new focus on unified design or Microsoft Windows 8
with its sleek new “Metro” design language…
Companies like GE and Bloomberg are recruiting leading designers to build UX
capabilities at a corporate level.”
MIT Enterprise Forum: Billion-Dollar UX
h"p://blogs.hbr.org/2013/01/scaling-‐your-‐ux-‐strategy/
54. “THE MARKET FOR ENGINEERS IS ALWAYS WHITE-HOT.
BUT FOR DESIGNERS, IT’S HOTTER”
- Jeff Jordan, a partner at VC firm Andreessen Horowitz, FastCompany, September 2012
http://www.fastcodesign.com/1670679/good-design-is-good-business-an-introduction
BIG VC INVESTORS NOW CARE ABOUT UX
DESIGNER FUND
GOOGLE VENTURES
UNION SQUARE VENTURES
ANDREESSEN HOROWITZ
AND MANY MORE
MIT Enterprise Forum: Billion-Dollar UX
55. STUDIES SHOW UX HAS REAL VALUE
2004 STUDY: “IMPACT OF DESIGN ON STOCK MARKET PERFORMANCE” BY DESIGN COUNCIL
IDENTIFIED 63 COMPANIES TO EFFECTIVELY USE DESIGN-ANALYZED
VS. UK FTSE OVER 10 YEARS. FINDINGS:
DESIGN-DRIVEN COMPANIES OUTPERFORMED FTSE100 BY 200%
& BEAT IN BULL & BEAR MARKETS
2006: UX FUND- EXPERIMENTAL FUND TO SEE IF UX IMPACTS STOCK PRICE. $50K INVESTED IN
UX-CENTRIC COMPANIES. RESULTS:
1 YEAR LATER, UX FUND DELIVERED 40% OVER BASELINE AND
COMPETITORS
h"p://www.intridea.com/blog/2011/10/6/ux-‐ui-‐for-‐enterprise
MIT Enterprise Forum: Billion-Dollar UX
56. HBR: “DESIGN CAN DRIVE EXCEPTIONAL
RETURNS FOR SHAREHOLDERS”
- April 2014
DESIGN VALUE INDEX OF 15 COS BEAT THE S&P BY 228% IN LAST 10 YEARS
h"p://blogs.hbr.org/2014/04/design-‐can-‐drive-‐excepBonal-‐returns-‐for-‐shareholders/
MIT Enterprise Forum: Billion-Dollar UX
101. ORGANIZER
BEVERLY MAY
EXECUTIVE DIRECTOR OF THE UX AWARDS,
PRINCIPAL OF OXFORD TECH + UX
FOUNDER, UX AWARDS
COMPANY: oxfordtech.us
LINKEDIN: linkedin.com/in/beverlymay
TWITTER: @OxfordTech, @UXAwards
MIT Enterprise Forum: Billion-Dollar UX: Beverly May