1. Introduction<\/a> 2. Make UX tangible and make the case for it to your colleagues<\/a> 3. Get backing from management<\/a> 4. RapidUsertests supports you in making your case to your stakeholders<\/a> There is one thing in particular that big companies like Apple, Google and Amazon as well as online shops like Mister Spex and Zalando have in common: Their entire product development process is user-centred.<\/p>\n But how do you implement this type of thinking within a team? How can you convince management that user experience and usability improvements bring decisive competitive advantages? How do you motivate your colleagues to collect customer opinions, carry out user research and make UX an integral component of the development process?<\/p>\n Here, even sound arguments are often not enough. In this article, you will find out what really works.<\/p>\n How can usability measures be integrated into the development processes of SMEs successfully and lastingly? A dissertation from TU Berlin took a closer look at this question and identified two essential success factors<\/b> (sources<\/a>)<\/span>:<\/p>\n What exactly does this mean and how can it be achieved?<\/p>\n What is more convincing?<\/p>\n \u201cMany shop visitors are exiting on the product detail page. This could be due to a lack of information.\u201d <\/i><\/p>\n or<\/p>\n \u201cWe have done a test with 15 users and 11 were unable to find information on the dimensions of the table. We should make this information more prominent.\u201d<\/i><\/p>\n To make the case for the UX potential of a website or app, concrete examples and calculations are better than assumptions and theoretical arguments. In this way, you can also make sure that your colleagues will continue to make use of UX methods in the future.<\/p>\n Methods through which you can make UX tangible to both your colleagues and management:<\/p>\n Virtual eye-tracking<\/span><\/a> (explanation in English<\/a>) is an affordable alternative to eye-tracking in the usability lab. Using visual heatmaps, an AI marks attention-rich and attention-poor areas on a webpage. The presentation of these attention maps alone can make quite an impression.<\/p>\n To complement this, a convincing case for the results would sound as follows:<\/p>\n \u201cOur analytics data shows that the search function is barely being utilised. Eye-tracking has revealed that users don\u2019t even see it. We should position it more prominently and carry out A\/B testing with the new version.\u201d<\/i><\/p>\n A heat map displays a landing page\u2019s most attention-rich areas.<\/p><\/div>\n Can KPIs such as customer satisfaction, bounce rate, conversion rate, etc. be traced back to poor UX or usability? Present these correlations to your team and calculate the (economic) benefits of improving the user experience.<\/p>\n Instead of<\/p>\n \u201c50% of users jump off on the last checkout page. We have to find out why this is the case.\u201d<\/i><\/p>\n be more convincing and say<\/p>\n \u201cBecause 50% of users jump off on the last checkout page, we are losing at least \u20ac100,000 per month. Using a usability test, we could find out what\u2019s causing the jump-offs.\u201d<\/i><\/p>\n
\n1.1 Success factors<\/a><\/p>\n
\n2.1 (Virtual) eye-tracking<\/a>
\n2.2 Poor UX KPIs<\/a>
\n2.3 Negative customer feedback<\/a>
\n2.4 Internal UX workshops<\/a><\/p>\n
\n3.1 Calculate return on investment<\/a>
\n3.2 Listen<\/a><\/p>\n
\n4.1 Let your stakeholders watch live<\/a>
\n4.2 Share video moments<\/a>
\n4.3 Highlight videos<\/a>
\n4.4 Allocate guest access and evaluate tests together<\/a><\/p>\n<\/a>1. Introduction<\/h2>\n
<\/a>1.1 Success factors<\/h3>\n
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<\/a>2. Make UX tangible and make the case for it to your colleagues<\/h2>\n
<\/a>2.1 (Virtual) eye-tracking<\/h3>\n
![\"Heat](\"https:\/\/www.testingtime.com\/app\/uploads\/2020\/10\/virtuelles-Eyetracking.jpg\"){kind=tracking}
<\/a><\/b>2.2 Poor UX KPIs<\/h3>\n