People often ask me how they can convince project managers, stakeholders and people who are otherwise invested in a project that spending time and money on usability and user centered design can add value to their projects. (Not that you have to spend much time or money with some of the tools that are out today)
Of course, it seems logical to me (and I imagine to most of you) that providing a better experience for your users will make them a lot happier, more likely to return and use your site or service, and much more likely to recommend your site or service to others. Makes sense, right?
The clients arguments against usable design
I often hear arguments saying that why should they pay for something that they don’t understand or can’t see the value of, although I think the value is pretty obvious. They want to see the value before it is delivered, and this can be pretty hard to quantify and convey – although in my experience showing case studies of previous work is a pretty good way to go, some people still struggle to grasp the concept.
Regardless of my beliefs of what’s obvious, we need to show these people that it’s worth investing in making a better user experience even if they can’t see how it can benefit them. Then I came across this video, and a fantastic new way to explain the value to clients. Check it out:
Satisfying The Cat:
There are a whole bunch of great quotes in this video, but this is the one that I think sums up the situation perfectly:
“…If the cat doesn’t eat the food, how long is the owner going to remain satisfied…”
Next time you have a client who is demanding X and Y from you, maybe you should send them this video, and see if they can see the as well as providing value to them, you really have to provide value (and a great experience) to their end users. Satisfy the cat, and you’ll have a very happy owner on your hands.
We find the simplest way to show our clients the value of user centered design is by getting them involved in our design and testing process using usability testing tools, and showing them the results of usability reviews we have run in the past.
Once they see how simple things can trip up users, and how much the could improve their return on investment by making a site, tool or app more user friendly, they start to understand the value that testing and a focus on user centered design can provide. It’s pretty hard to argue with solid metrics, and it helps to avoid design by committee as well.
Yahoo Email Test: How would you view your calendar?
How do you show your clients the value of usability and user centered design? Do you have problems showing them the value of satisfying the cat? Be sure to let us know in the comments below.
We’d love to hear your tips and tricks for showing value to your clients and bringing them over to the light side. Together we can make the world a better place, one website at a time.
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