{"id":211772,"date":"2020-11-05T10:40:46","date_gmt":"2020-11-05T09:40:46","guid":{"rendered":"https:\/\/www.growens.io\/?p=211772"},"modified":"2023-12-18T13:26:11","modified_gmt":"2023-12-18T12:26:11","slug":"nielsen-norman-2","status":"publish","type":"post","link":"https:\/\/www.growens.io\/en\/nielsen-norman-2\/","title":{"rendered":"Acumbamail UX ROI case study published by Nielsen Norman"},"content":{"rendered":"<p>This week, Nielsen Norman Group published the 5th edition of their <strong><a href=\"https:\/\/www.nngroup.com\/reports\/ux-metrics-roi\/\" target=\"_blank\" rel=\"noopener noreferrer\">UX Metrics and ROI report<\/a><\/strong>. We are honoured to be featured in it with <strong>a case study related to our business unit <a href=\"https:\/\/acumbamail.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Acumbamail<\/a><\/strong>, alongside brands such as Atlassian, Shopify and Luxottica.<\/p>\n<h2 id=\"The-Acumbamail-Case\" data-renderer-start-pos=\"2626\">The Acumbamail case<\/h2>\n<p data-renderer-start-pos=\"2656\">The case study covers a strategic experiment carried out jointly by the central Group Design department and the local Acumbamail Design team, with the final aim to <strong>improve usability and ultimately business metrics<\/strong> on the Acumbamail website.<\/p>\n<p data-renderer-start-pos=\"2656\"><strong>The goals<\/strong> were set as follows:<\/p>\n<ul>\n<li data-renderer-start-pos=\"2656\"><strong>To improve conversion rates<\/strong> both to paid subscriptions and to free accounts<\/li>\n<\/ul>\n<ul class=\"ak-ul\" data-indent-level=\"1\">\n<li>\n<p data-renderer-start-pos=\"2737\"><strong>To enhance the frictionless approach<\/strong><\/p>\n<\/li>\n<li>\n<p data-renderer-start-pos=\"2774\"><strong>To solve all the usability problems<\/strong> in the step between the pricing page (or the primary CTA in the website) and the landing on the platform.<\/p>\n<\/li>\n<\/ul>\n<p id=\"Process\" data-renderer-start-pos=\"2916\">The process involved a first step (testing to understand), a second step (redesign), and a third and final step (test to validate).<\/p>\n<h3 data-renderer-start-pos=\"2983\"><strong data-renderer-mark=\"true\"><span data-renderer-mark=\"true\">Problems discovered thanks to usability tests<\/span><\/strong><\/h3>\n<ul class=\"ak-ul\" data-indent-level=\"1\">\n<li>\n<p data-renderer-start-pos=\"3031\">The password creation instructions were not in contextual proximity of the microtask area <strong data-renderer-mark=\"true\">(usability problem)<\/strong><\/p>\n<\/li>\n<li>\n<p data-renderer-start-pos=\"3144\">The shape of the pop-up prevented people from finalising the task when the screen resolution was slightly lower than normal<strong data-renderer-mark=\"true\"> (business problem: it prevented people from converting to the product)<\/strong><\/p>\n<\/li>\n<\/ul>\n<figure id=\"attachment_211773\" aria-describedby=\"caption-attachment-211773\" style=\"width: 1045px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-211773\" src=\"https:\/\/www.growens.io\/wp-content\/uploads\/2020\/11\/acumbamail-nielsen-norman-before.png\" alt=\"\" width=\"1045\" height=\"539\" srcset=\"https:\/\/www.growens.io\/wp-content\/uploads\/2020\/11\/acumbamail-nielsen-norman-before.png 1045w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/11\/acumbamail-nielsen-norman-before-300x155.png 300w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/11\/acumbamail-nielsen-norman-before-1024x528.png 1024w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/11\/acumbamail-nielsen-norman-before-768x396.png 768w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/11\/acumbamail-nielsen-norman-before-70x36.png 70w\" sizes=\"auto, (max-width: 1045px) 100vw, 1045px\" \/><figcaption id=\"caption-attachment-211773\" class=\"wp-caption-text\">Before<\/figcaption><\/figure>\n<h3 data-renderer-start-pos=\"3356\"><strong data-renderer-mark=\"true\"><span data-renderer-mark=\"true\">The solution<\/span><\/strong><\/h3>\n<p>Once the problems had surfaced, we moved on to redesign the affected website areas and to test whether the changes brought the desired results.<\/p>\n<p>The redesign involved two actions:<\/p>\n<ul class=\"ak-ul\" data-indent-level=\"1\">\n<li>\n<p data-renderer-start-pos=\"3368\">Forcing the final pop-up to stay <strong data-renderer-mark=\"true\">above the fold<\/strong><\/p>\n<\/li>\n<li>\n<p data-renderer-start-pos=\"3418\"><strong data-renderer-mark=\"true\">Reshaping the pop-up modal<\/strong> in order to accomodate side by side input fields and suggestions\/feedback for password creation<\/p>\n<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-211775\" src=\"https:\/\/www.growens.io\/wp-content\/uploads\/2020\/11\/acumbamail-nielsen-norman-after.png\" alt=\"\" width=\"1301\" height=\"744\" srcset=\"https:\/\/www.growens.io\/wp-content\/uploads\/2020\/11\/acumbamail-nielsen-norman-after.png 1301w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/11\/acumbamail-nielsen-norman-after-300x172.png 300w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/11\/acumbamail-nielsen-norman-after-1024x586.png 1024w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/11\/acumbamail-nielsen-norman-after-768x439.png 768w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/11\/acumbamail-nielsen-norman-after-70x40.png 70w\" sizes=\"auto, (max-width: 1301px) 100vw, 1301px\" \/><\/p>\n<h3 class=\"p-rich_text_section\"><b data-stringify-type=\"bold\">The design metrics we tracked<\/b><\/h3>\n<div class=\"p-rich_text_section\">During the different phases of the project we <strong>tracked some specific metrics with specific tools<\/strong>. Quantitative usability testing and Analytics were the main tools we used. The metrics we tracked and monitored were:<\/div>\n<ul class=\"p-rich_text_list p-rich_text_list__bullet\" data-stringify-type=\"unordered-list\" data-indent=\"0\">\n<li>Subscription time on task: -10%<\/li>\n<li>Subscription error rate: -48%<\/li>\n<li>Subscription\u00a0Conversion rate: +29%<\/li>\n<li>Subscription NPS: +5000% (from 1 to 51)<\/li>\n<\/ul>\n<h3 class=\"p-rich_text_section\"><b data-stringify-type=\"bold\">Why is UX ROI so important<\/b><\/h3>\n<p class=\"p-rich_text_section\"><strong>Design is a way for improving business KPIs<\/strong>. Design has a quick ROI and a long term ROI. The first is perceived as soon as you get an easier to use or more effective interface or service. The second is perceived when business KPIs are altered by design actions somewhere else.<\/p>\n<p class=\"p-rich_text_section\">The <strong>tracking of those ROIs<\/strong> has an effect on many levels:<\/p>\n<ul class=\"p-rich_text_list p-rich_text_list__bullet\" data-stringify-type=\"unordered-list\" data-indent=\"0\">\n<li>It demonstrates the value of our design efforts<\/li>\n<li>It shows how design changes impact the bottom line<\/li>\n<li>It can increase the trust on design and designers<\/li>\n<li>It increases the design maturity of our organisation<\/li>\n<\/ul>\n<div class=\"p-rich_text_section\">So no matter the size of the revenue, <strong>a good design improves what matters<\/strong> to our users and business.<\/div>\n<div><\/div>\n<h2>About the report<\/h2>\n<p><a href=\"https:\/\/www.nngroup.com\/reports\/ux-metrics-roi\/\" target=\"_blank\" rel=\"noopener noreferrer\">The report<\/a> is the 5th edition of a <strong data-renderer-mark=\"true\">collection of 44 real-life case studies highlighting how teams have used UX metrics to assess the impact of their design changes.<\/strong><\/p>\n<p>The 297-page report also includes advice for\u00a0<strong>applying these concepts to own work<\/strong>, as well as\u00a0<strong>detailed quantitative analysis\u00a0<\/strong>of the 99 total case studies collected for all editions of this report over 14 years.<\/p>\n<p data-renderer-start-pos=\"1448\">At the end of the theoretical part, the report lists<strong data-renderer-mark=\"true\"> 44 case studies from different industries<\/strong> (Enterprise &amp; B2B, Nonprofit &amp; Education, Healthcare &amp; Insurance, Entertainment &amp; Tourism, Transportation &amp; Real Estate, Ecommerce, Finance, Intranet\/Internal, Miscellaneous)<\/p>\n<p data-renderer-start-pos=\"1720\">Each study includes:<\/p>\n<ul class=\"ak-ul\" data-indent-level=\"1\">\n<li>\n<p data-renderer-start-pos=\"1744\"><strong data-renderer-mark=\"true\">Metrics<\/strong> collected<\/p>\n<\/li>\n<li>\n<p data-renderer-start-pos=\"1864\"><strong data-renderer-mark=\"true\">Methodology<\/strong> used<\/p>\n<\/li>\n<li>\n<p data-renderer-start-pos=\"1884\">Description of the <strong data-renderer-mark=\"true\">product<\/strong> or <strong data-renderer-mark=\"true\">service<\/strong><\/p>\n<\/li>\n<li>\n<p data-renderer-start-pos=\"1925\">Description of the design <strong data-renderer-mark=\"true\">problem<\/strong>(s) that the team attempted to address<\/p>\n<\/li>\n<li>\n<p data-renderer-start-pos=\"2000\">Description of the <strong data-renderer-mark=\"true\">solution<\/strong>(s) implemented<\/p>\n<\/li>\n<li>\n<p data-renderer-start-pos=\"2046\"><strong data-renderer-mark=\"true\">Results<\/strong> of the design change<\/p>\n<\/li>\n<\/ul>\n<h2>About Nielsen Norman Group<\/h2>\n<p data-renderer-start-pos=\"160\">NNG is the <strong data-renderer-mark=\"true\">leading voice in the field of User Experience since 1998<\/strong>.<\/p>\n<div data-layout-section=\"true\">\n<div data-layout-column=\"true\" data-column-width=\"33.33\">\n<div class=\"sc-fAjcbJ gRQuAc\">\n<p data-renderer-start-pos=\"233\">Their founders, <strong data-renderer-mark=\"true\">Jakob Nielsen<\/strong> and <strong data-renderer-mark=\"true\">Don Norman<\/strong>, are recognized around the world for their leadership in defining the field of UX.<\/p>\n<p data-renderer-start-pos=\"363\">Together, they founded Nielsen Norman Group, an elite firm dedicated to improving the everyday experience of using technology.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<hr \/>\n<p data-renderer-start-pos=\"363\"><em>Article by Chiara Scesa<\/em><br \/>\n<em>Design Lead, MailUp Group<\/em><\/p>\n<p data-renderer-start-pos=\"363\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-211781 size-thumbnail\" src=\"https:\/\/www.growens.io\/wp-content\/uploads\/2020\/11\/chiara-scesa-150x150.png\" alt=\"\" width=\"150\" height=\"150\" srcset=\"https:\/\/www.growens.io\/wp-content\/uploads\/2020\/11\/chiara-scesa-150x150.png 150w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/11\/chiara-scesa-300x300.png 300w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/11\/chiara-scesa-1024x1024.png 1024w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/11\/chiara-scesa-768x768.png 768w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/11\/chiara-scesa-60x60.png 60w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/11\/chiara-scesa-70x70.png 70w, https:\/\/www.growens.io\/wp-content\/uploads\/2020\/11\/chiara-scesa.png 1230w\" sizes=\"auto, (max-width: 150px) 100vw, 150px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>MailUp Group is featured in the 5th edition of the Nielsen Norman Group UX Metrics and ROI report, with a case study of Acumbamail.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[81],"class_list":["post-211772","post","type-post","status-publish","format-standard","hentry","category-senza-categoria","tag-innovation"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.growens.io\/en\/wp-json\/wp\/v2\/posts\/211772","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.growens.io\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.growens.io\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.growens.io\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.growens.io\/en\/wp-json\/wp\/v2\/comments?post=211772"}],"version-history":[{"count":8,"href":"https:\/\/www.growens.io\/en\/wp-json\/wp\/v2\/posts\/211772\/revisions"}],"predecessor-version":[{"id":220875,"href":"https:\/\/www.growens.io\/en\/wp-json\/wp\/v2\/posts\/211772\/revisions\/220875"}],"wp:attachment":[{"href":"https:\/\/www.growens.io\/en\/wp-json\/wp\/v2\/media?parent=211772"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.growens.io\/en\/wp-json\/wp\/v2\/categories?post=211772"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.growens.io\/en\/wp-json\/wp\/v2\/tags?post=211772"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}