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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

Airbnb has blocked 50K+ bookings for being too big during COVID-19

(NEWS) Airbnb has cancelled a huge number of reservations as a security precaution during COVID-19 in the past year or so.

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In the last year or so, Airbnb has purposefully prevented at least 50,000 people from making irresponsible reservations on their properties, in many cases blocking those people from the platform itself. This prevention, at least in theory, helped cut down on the number of COVID parties during the pandemic.

According to The Verge, Airbnb’s head of trust and safety communication, Ben Breit, acknowledged blocked reservations in several cities across the United States, including Dallas, San Diego, and New Orleans. Breit confirmed that this response was an attempt to prevent large gatherings and parties during the height of the COVID-19 pandemic during which many areas banned group activities involving more than a few people.

While some requests for reservations were simply denied or “redirected”, many users were blocked from using Airbnb entirely. Airbnb noted that the number of blocked requests outpaced the number of people who were blocked, signifying that some accounts attempted to make more than one reservation before being removed from the platform.
Airbnb reportedly stated that “Instituting a global ban on parties and events is in the best interest of public health” prior to enacting a total ban on rentals at the beginning of 2020, a decision that gave way to the blocks and redirections in the last 12 months.

The evaluation system used to flag problematic reservations is relatively simple, according to Breit: “If you are under the age of 25 and you don’t have a history of positive reviews, we will not allow you to book an entire home listing local to where you live.”

But Airbnb didn’t entirely remove multiple-body listings or large rentals. The Verge reports that flagged users with the aforementioned criteria were still able to book both small rentals in local locations and larger rentals in reasonably distant locations.

Regardless of the optics here, Airbnb’s policy efficacy can’t be ignored. Multiple cities reported comparatively “quiet” holiday seasons–something that may contribute to Airbnb’s decision to extend their policy through the end of this summer.

The hosting company is also offering increased security measures, such as noise detection and a 24-hour hotline, at a discounted rate to property owners.

As both the vaccine gap and the proliferation of the Delta variant of COVID-19 continue to contribute to outbreaks, one can reasonably expect Airbnb to hold to this policy.

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TL;DV summarizes video meetings so folks can catch up in quickly *with* context

(TECHNOLOGY) TL;DV makes catching up on video team meetings slightly more tolerable and easily digestable.

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2021 was the year of virtual meetings, and while there are some perks associated with remote collaboration (I’m looking at you, pair of work pants that I didn’t have to wear once this year), these meetings often feel exponentially more arduous than their dressed-up counterparts. TL;DV, a consolidation app for Google Meet, looks to give back a bit of your time.

TL;DV (an acronym for “Too Long; Didn’t View”) is a Google Chrome recording extension that helps users specify important sections of meetings for anyone who needs to view them asynchronously. Users can tag specific segments in Google Meet sessions, transcribe audio, and leave notes above tagged sections for timestamp purposes, and the subsequent file can be shared via a host of both Google and third-party apps.

While the extension is only available for Google Meet at the time of writing, the TL;DV team has included a link to a survey for Zoom and MS Teams users on their site, thus implying that the team is looking into expanding into those platforms in the future.

The mission behind TL;DV is, according to the website, to empower users to “control how we spend our precious time” in the interest of combatting FOMO and meeting fatigue. By dramatically shortening the amount of time one must spend perusing a meeting recording, they seem well on their way to doing so.

Of course, the issue of human oversight remains. It seems likely that meeting facilitators will drop the ball here and there while tagging sections of the recording, and employees who miss crucial information in a recorded session are sure to be frustrated in the process–just not as frustrated as they might be if they attended the entire meeting live.

The current (free) version of TL;DV is in Beta, so users will have a three-hour cap on their videos. The development team promises a professional version by the end of 2021, with the added bonus of leaving prior recordings available for free for anyone who used the Beta. This is certainly an extension to keep an eye on–whether or not you’re remaining remote in 2022, virtual conferencing is no doubt here to stay.

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Hiding from facial recognition is a booming business

(TECH NEWS) ‘Cloaking’ is the new way to hide your face. Companies are making big money designing cloaking apps that thwart your features by adding a layer of make up, clothing, blurring, and even transforming you into your favorite celebrity.

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Facial recognition companies and those who seek to thwart them are currently locked in a grand game of cat and mouse. Though it’s been relentlessly pursued by police, politicians, and technocrats alike, the increasing use of facial recognition technology in public spaces, workplaces, and housing complexes remains a widely unpopular phenomenon.

So it’s no surprise that there is big money to be made in the field of “cloaking,” or dodging facial recognition tech – particularly during COVID times while facial coverings are, literally, in fashion.

Take Fawkes, a cloaking app designed by researchers at the University of Chicago. It is named for Guy Fawkes, the 17th century English revolutionary whose likeness was popularized as a symbol of anonymity, and solidarity in V For Vendetta.

Fawkes works by subtly overlaying a celebrity’s facial information over your selfies at the pixel level. To your friends, the changes will go completely unnoticed, but to an artificial intelligence trying to identify your face, you’d theoretically look just like Beyonce.

Fawkes isn’t available to the general public yet, but if you’re looking for strategies to fly under the radar of facial recognition, don’t fret; it is just one example of the ways in which cloaking has entered the mainstream.

Other forms of cloaking have emerged in the forms of Tik Tok makeup trends, clothes that confuse recognition algorithms, tools that automatically blur identifying features on the face, and much more. Since effective facial recognition relies on having as much information about human faces as possible, cloaking enthusiasts like Ben Zhao, Professor of computer science at the University of Chicago and co-developer of Fawkes, hope to make facial recognition less effective against the rest of the population too. In an interview with The New York Times, Zhao asserts, “our [team’s] goal is to make Clearview [AI] go away.”

For the uninitiated, Clearview AI is a start-up that recently became infamous for scraping billions of public photos from the internet and privately using them to build the database for a law enforcement facial recognition tool.

The CEO of Clearview, Hoan Ton-That, claimed that the tool would only be improved by these workarounds and that in long run, cloaking is futile. If that sounds like supervillain talk, you might see why he’s earned himself a reputation similar to the likes of Martin Shkreli or Ajit Pai with his company’s uniquely aggressive approach to data harvesting.

It all feels like the beginning of a cyberpunk western: a story of man vs. machine. The deck is stacked, the rules are undecided, and the world is watching. But so far, you can rest assured that no algorithm has completely outsmarted our own eyeballs… yet.

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