ROI of User experience


  • Conversion / Acquisition
  • Lead generations
  • Retention
  • (Targeted) traffic
  • Viral referrals (not only videos)
  • Channel migration
  • Employee productivity
  • Cost savings


  • Engagement
  • Customer satisfaction
  • Loyalty to brand / Building champions
  • Utilization and product / service adoption
  • Awareness
  • Ethics

Vibor Cipan UX ROI: User Experience Return on Investment

Facebook’s ‘reasonable’ users

When you speak with grown-ups and young adults who used to be Facebook enthusiasts, you hear the following:

  • Facebook’s interface and features have become overly complicated. The result is it takes more time to do the same old things.
  • Managing friends leaves you with two choices: spending a lot of time delicately pruning lists, circles and groups, or being swamped.
  • Constant and insidious changes in Facebook’s privacy features keep taking people off-guard: all of a sudden, you find many things about your digital life, mostly mundane stuff such as what you read and listen, being broadly available outside your initial circle. Quasi-paranoid caution has become a must. And again, since “open” is the default setting on Facebook, recovering your own privacy gets increasingly complicated.
  • A rise in the advertising presence, which reinforces the impression of being tracked down: users don’t have the slightest idea of the breadth and depth of Facebook’s mining of their personal activities.

It now seems Facebook’s usage is undergoing a split. Active Facebookers become increasingly engaged, spend more time doing more stuff, while “reasonable” users (over 25) become more reluctant and careful.

Frédéric Filloux: Does Twitter have more influence than Facebook?

The mobile content ‘paradox’

How can people simultaneously want to kill time and get angry when their time is wasted? A conundrum to be teased apart. The solution to the puzzle lies in recognizing that even relaxation is purposeful behavior: according to information foraging theory, users seek to maximize their cost/benefit ratio. That is, people want more thrills and less interaction overhead.


Two solutions:

  • Cut the fluff. In particular, ditch the blah-blah verbiage.
  • Defer background material to secondary screens that are shown only to users who explicitly ask for more info. Such additional content supports people who have extra time on their hands or an exceptional interest in the topic.

From Jakob Nielsen: Mobile Content: If in Doubt, Leave It Out