Now you don't want this to be your very first  and very last UX experiment. And that can happen. It's so fashionable at the moment to write UX  and say, we're doing UX and be uxy. Okay? And so many people are kind  of not really investing the time  and effort that kind of yeah. Gets the true value out of the user experience.

Now, uh, there's a couple of reasons you, you know,  things kind of fall apart. One is that you just don't follow through. At least no plan follow through. People think that the user testing,  like they're getting the interview done  and getting some results and changing those is the end. Okay? And that's it.

We're done. Great. We've, uh, did it, we found some problems, we fixed them. That's it. It's all about iterations. It's about going back and then testing those things.

You've, you've said you've fixed them. Have you fixed them? How well have you fixed them? Could you fix them better? Okay? And if you keep it light and quick  and cheap, you can do it quite quickly and cheaply.

Okay? So it's, it shouldn't be the end, you know, just kind  of imagine you've got to, you get to that point  and it will be a lot of work for your first few projects,  getting those interviews done or getting those videos back. And then know that there's a lot of other,  you've gotta do it another three or four times  before you start getting some  clarity about what you're doing. So that's the first one. The next thing that's gonna kind of, uh,  foil your UX plans is your reporting. Um, you've convinced somebody at work to, uh, you know, uh,  to, to embrace this UX for the next project.

And you might have thought it went really well  and you did all this stuff and it tested,  but if you haven't reported that well to them,  they're not gonna see the value in it. They just saw it was more time, cost, more money,  and you got the same results. So you need to make sure that when you are doing it,  you are keeping them clear and all the results. Okay? Just those summaries,  but also some more business results. If you're dealing with the business owner  or the CEO, what they're gonna want  to be is they wanna hear numbers.

Okay? And so  what you wanna be doing when you're doing testing is you're  gonna have to figure out some metrics to measure you UX by. Okay? So it might be that, um, let's say that you've,  you know, on your first user tests, okay? Where you probably would've done your work before  and just left it there, is it took people four clicks okay. To get where they want.

And whereas now you've turned it  down to three, okay? And you can extrapolate things, you know, uh,  extrapolate data on that to say, okay, I've, I've, I've,  you might find out there abandonment rate, okay? And find out after so many clicks are people leaving. So you're keeping more people in that kind of, you know, in  that zone for buying. It might be that you have, uh,  say it's numbers on a website. My, one of my biggest metrics is numbers to the site.

Okay? Quality numbers to the site versus conversions. Okay? So my conversion rate is what I'm looking for. So you can, with user testing quite easily work out  before I started it and  after I started it, is my conversion rate gone from 1%  to 1.5%. Okay?

And 'cause then you can look at of those one  and of that extra half percent, what do they cost? Okay. Um, per person. And you can start doing some really nice num uh, you know,  some data with numbers. And that's what people wanna see when it comes to, you know,  when it comes to management and business owners. So be clear with your work, you've got to iterate,  you've gotta continue working.

It's not just a one stun and then I'm finished. And also make sure your reporting is nice and clear  and with some details that people can,  uh, follow along with. And know that even when you get to the stage  where they say the product's launched  or the apps out there, there's lots  of other UX processes that we're gonna go through, through. And we'll look at the next and we'll look at that next. Okay? 'cause there's some other lovely stuff you can do  to kind of help your project, not just to get started,  but actually follow through to success.