Is ROI an effective approach for persuading decision-makers of the value of user-centered design?

Abstract

This panel examines the utility and effectiveness of various ways of making the business case for user-centered design (UCD). Most of the discussion in our field has assumed that measuring and demonstrating ROI for usability is the key to this effort. However, experience shows that the most brilliant ROI analysis may not win the day in the real world of business. Our panelists range from people who claim that ROI is an important persuasive tool as long as the communication about ROI is happening within a healthy business relationship, to people who claim that a focus on ROI can actually be destructive. We also explore the idea that there are important business contexts where ROI simply does not fit. Through the presentations by the panelists and through discussion of a business case scenario, we explore some alternatives to ROI in making the business case for user-centered design.