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Why UX is critical: every $1 invested in UX yields a $2 to $100 return

(Tech News) User experience (UX) is an often neglected part of a puzzle, with many execs thinking it just makes things pretty, but it means so much more to the bottom line than many know.

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User Experience is more critical than most think

User Experience (UX) is an often neglected step in the design process of technology companies, yet is a tremendous part of how a consumer connects technically and emotionally with an app or software.

Web-based software application design firm, UpTop‘s Chief Creative Strategist, Charlie Claxton is focused heavily on the impact of great UX design and conversion strategy on business success, having led design efforts for companies like Amazon, Boeing, Expedia, and Microsoft.

Claxton notes, If you’re wondering about the power and value of user experience design, let me offer one of those statistics that makes you blink and read it twice to make sure you’re not seeing things. Every dollar invested in UX yields a return between $2 and $100. Let me repeat it another way: UX yields a return between $2 and $100 on every dollar invested.”

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Noting that this research first surfaced in Tom Gilb’s 1988 book, Principles of Software Engineering Management, Claxton asserts that the stat is even more relevant today than when the book was released, particularly because of the importance of ecommerce in today’s retail environment.

Claxton notes, “Yet what’s nearly as surprising as that one statistic is the number of companies and entrepreneurs that still consider UX design as icing on the cake, a “nice to have” discipline instead of a “must-have.”
Enlightened retailers know better. They understand that UX design is an important, valuable business tool that delivers specific, quantifiable return on investment. They don’t need to be reminded that you hire UX design experts to improve your bottom line, not simply to make things pretty.”

He offers in his own words below, two common examples of how great user-centered design can help your bottom line:

  • An ecommerce web site has to perform well at every level. It must be fast and reliable, yet incorporate attractive, logical design and navigation that enables visitors to easily find what they are looking for. It makes buying (or whatever ultimate goal you’ve set for them) both tempting and easy. They come, they stay and they buy … and their experience is reflected in your gross revenues and profit margin.
  • A UX-driven business intelligence dashboard that corrals information in a clear, inviting way on the back-end makes it easy for people in varied roles and locations to find and use it. It saves time and makes employees far more productive and strategic.

Claxton closes with the note that if you’re considering your company’s success, the importance of UX design cannot be overlooked. “After all, what successful business person wouldn’t want to invest in a tool that at the very least generates a dollar of profit for every dollar you spent?”

The American Genius is news, insights, tools, and inspiration for business owners and professionals. AG condenses information on technology, business, social media, startups, economics and more, so you don’t have to.

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Tech News

This phishing simulator tests your company’s (lack of) readiness

(TECHNOLOGY) Phishero is a tool which tests your organization’s resistance to phishing attacks. Pro tip: Most companies aren’t ready.

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In the wake of any round of cyberattacks, many organizations question whether they’re prepared to defend themselves against things like hacking or other forms of information theft. In reality, the bulk of workplace data thievery comes from a classic trick: phishing.

Phishing is a catch-all phrase for a specific type of information theft which involves emailing. Typically, a phishing email will include a request for sensitive data, such as a password, a copy of a W-4, or an account’s details (e.g., security questions); the email itself will often appear to come from someone within the organization.

Similar approaches include emailing a link which acts as a login page for a familiar site (e.g., Facebook) but actually stores your account information when you sign in.

Luckily, there’s a way for you to test your business’ phishing readiness.

Phishero, a tool designed to test employee resistance to phishing attacks, is a simple solution for any business looking to find any weak links in their cybersecurity.

The tool itself is designed to do four main things: identify potential targets, find a way to design a convincing phishing scheme, implement the phishing attack, and analyze the results.

Once Phishero has a list of your employees, it is able to create an email based on the same web design used for your company’s internal communications. This email is then sent to your selected recipient pool, from which point you’ll be able to monitor who opens the email.

Once you’ve concluded the test, you can use Phishero’s built-in analytics to give you an at-a-glance overview of your organization’s security.

The test results also include specific information such as which employees gave information, what information was given, and pain points in your current cybersecurity setup.

Phishing attacks are incredibly common, and employees – especially those who may not be as generationally skeptical of emails – are the only things standing between your company and catastrophic losses if they occur in your business. While training your employees on proper email protocol out of the gate is a must, Phishero provides an easy way to see how effective your policies actually are.

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Tech News

Domino’s asks Supreme Court to take up web accessibility case

(TECHNOLOGY) Domino’s is going all the way to the top to ask the Supreme Court to decide if ADA applies to their (and your) website.

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As long as your company is following the rules and regulations set by the Americans with Disabilities Act of 1990 (ADA), customers with disabilities should be able to access your brick-and-mortar store. The ADA ensures that stores have parking spots, ramps, and doors wide enough for folks in wheelchairs.

But does the ADA also extend to your business’s website? That’s a question that the Supreme Court may soon have to answer.

As an increasing number of services and opportunities are found online in this day and age, it’s quickly becoming a question that needs answering. Several New York wineries and art galleries, Zillow, and even Beyoncé have been sued because their websites were unusable for people who are blind.

In 2016, Domino’s Pizza was sued by a blind customer who was unable to order a pizza on Domino’s website, even while using the screen reading software that normally help blind people access information and services online. The Ninth Circuit Court ruled that Domino’s was in violation of the ADA and that the company was required to make their sites and apps accessible to all. Three years later, Domino’s is petitioning SCOTUS to take on the case.

Domino’s argues that making their sites and apps accessible would cost millions of dollars and wouldn’t necessarily protect them or any other company from what their lawyer called a “tsunami” of further litigation.

That’s because the ADA was written before the internet had completely taken over our social and economic lives. While the ADA sets strict regulations for physical buildings, it has no specific rules for websites and other digital technologies.

The Department of Justice apparently spent from 2010 to 2017 brainstorming possible regulations, but called a hiatus on the whole process because there was still much debate as to whether such rules were “necessary and appropriate.”

The Domino’s case proves that those regulations are in fact necessary. UsableNet, a company that creates accessibility features for tech, reports that there were 2,200 court cases in which users with disabilities sued a company over inaccessible sites or apps. That’s a 181 percent increase from the previous year.

While struggling to buy tickets to a Beyoncé concert or order a pizza may seem like trivial concerns, it’s important to consider how much blind people could be disadvantaged in the modern age if they can’t access the same websites and apps as those of us who can see. Christopher Danielsen from the National Federation of the Blind told CNBC that “If businesses are allowed to say, ‘We do not have to make our websites accessible to blind people,’ that would be shutting blind people out of the economy in the 21st century.”

If the Supreme Court decides to take the case, it could set an important precedent for the future of accessibility in web design.

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Tech News

Slack video messaging tool for the ultra lazy (or productive) person

(TECHNOLOGY) Courtesy of a company called Standuply, Slack’s notable lack of video-messaging options is finally addressed.

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Slack — the popular chat and workflow app — is still going strong despite its numerous technical shortcomings, one of which is its notable lack of native video or audio chat. If you’re an avid Slack user, you might be interested in Standuply’s solution to this missing feature: video and audio messaging.

While it isn’t quite the Skype-esque experience for which one might hope when booting up Slack, Standuply’s video messages add-on gives you the ability to record and send a video or audio recording to any Slack channel. This makes things like multitasking a breeze; unless you’re a god among mortals, your talking speed is significantly faster than your typing, making video- or audio-messaging a viable productivity move.

The way you’ll record and send the video or audio message is a bit convoluted: using a web browser and a private Slack link, you can record up to five minutes of content, after which point the content is uploaded to YouTube as a private item. You can then use the item’s link to send the video or audio clip to your Skype channel.

While this is a fairly roundabout way of introducing video chat into Slack, the end result is still a visual conversation which is conducive to long-term use.

Sending video and audio messages may feel like an exercise in futility (why use a third-party tool when one could just type?) but the amount of time and energy you can save while simultaneously responding to feedback or beginning your next task adds up.

Similarly, having a video that your team can circle back to instead of requiring them to scroll through until they find your text post on a given topic is better for long-term productivity.

And, if all else falls short, it’s nice to see your remote team’s faces and hear their voices every once in a while—if for no other reason than to reassure yourself that they aren’t figments of your overly caffeinated imagination.

At the time of this writing, the video chat portion of the Slack bot is free; however, subsequent pricing tiers include advanced aspects such as integration with existing services, analytics, and unlimited respondents.

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