jeffgarretson / Jeff Garretson

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Huffduffed (7)

  1. A UX Advantage podcast with Jared Spool: Inventing the Yes Lawyer and Restructuring Incentives and Rewards » UIE Brain Sparks

    Jared: It’s funny, Karen and I keep approaching the incentive and rewards thing in different angles, and they both are really interesting.

    Karen’s take has a lot to do with how bonuses are allocated and how people are rewarded in organizations. We both see in our clients, a lot of organizations where some senior member of the executive team has this bonus to get this thing deployed this quarter.

    It’s got to go out this quarter. If it doesn’t go out this quarter, you’re not going to get your bonus. Because user experience often means, slowing things down and really taking and asking the question, “Are we building the right thing?” That counters to, “Hurry up and get this thing built.”

    One of the topics that we’re exploring with the different industry leaders we’re bringing in, is how those explicit bonuses work against user experience, and what they’ve done to counter them.

    The other thing I’ve noticed, is that there are implicit rewards and bonuses that organizations build into their DNA. An example is, how the budget gets allocated. An organization might have two separate budgets.

    One is for development, and one is for customer support. The managers are always fighting for more budget. They want more budget so they can get in more resources, so they can do their job more effectively.

    Is it the case that, if development makes something that reduces support cost? By reducing support cost, they save money in the support budget. But, they have to spend money in the development budget. Will the fact that resources are tight in development make an executive make a decision that they should do something that will increase the development budget? Or save money on the development side versus something that will spend more money without the reward on their side while the support people are getting the reward.

    Something like a password reset function, which will reduce support calls about resetting your password might cost extra money to build. Who benefits from building that? Is it support or is it development?

    Part of what we want to explore is, how these rewards and incentives are key to understanding what’s going on. There is an old saying, “What gets measured, gets done. What gets rewarded, gets done well.” How do you build rewards around great design and great experience?

    Particularly when you’re talking, you have to involve multiple departments. If you’re doing something in e-commerce, you very much may have a retail outlet that is rewarded for sales in the store. You’ve got your online website that’s rewarded for sales online.

    The store doesn’t want people to purchase online because it takes the money out of the store. We see this happening all the time. There’s one of the top businesses in the United States who has an online presence, but almost always you end up calling their support center to complete the purchase.

    The reason you call the support center to complete the purchase, is because the website is very complicated. The support center doesn’t want you to fix that, because their call reps get commissions based on those purchases.

    If people were able to purchase online without calling the call center, their commissions would go down and they would lose their best support people. They don’t want to fix the experience.


    Tagged with ux design

    —Huffduffed by jeffgarretson