Usability ROI Declining, But Still Strong
The expected improvement from usability is smaller than it used to be for two reasons:
- We have now harvested most of the low-hanging fruit from the truly horrible websites that dominated the lost decade of Web usability (approximately 1993–2003). In those early years, Web design was abominable — think splash screens, search that didn't find anything, bloated graphics everywhere. The only good thing about these early designs was that they were so bad that it was easy for usability people to be heroes: even the smallest study would inevitably reveal several immense opportunities for improvement.
- Usability budgets have not increased substantially, even as the Web has gotten better. As the full report discusses in detail, during the last decade, the share of project resources allocated to usability has held steady at around 10% in those enlightened companies that include usability in their design lifecycle. Yes, many more companies do usability now than ever before. However, individual projects don't see much more funding, even though they're now challenged with identifying a higher level of design improvements.
