 I hope you have an excellent great day. I'm going to walk you through a presentation. I'm the CEO and founder of Wanshu, also a board member of the Drupal Association, a board member of the Dutch Larevel Foundation, and a board member of the Economic Board Utrecht presentation today. My journey with regards to U.S. equity started. It started about a year ago when my son came up to me, and he said, Dad, and I looked at him a bit. You only have a bank account for just a little less than a year. Why is it you want to change banks so quickly? He said, well, he says it does not have an easy-to-use application. Somebody says, yes, and I've done my research. You know, I've done my research on user experience. I looked at him again, bewildered, because he was talking about user experience. I'm like, okay, so what did you find out? He said, well, I've done my research. You know, at all the Dutch banks, I looked at IMG. I looked at A&M Road Bank. IMG, because they have the best user experience with regards to an application. He said, well, that's very interesting. He said, yes, and they have Apple Pay and everything in the program. Let's use the experience of all the apps. So you want to change banks. Because of the user experience, and that means when you think of it, people choose brands because normally when you think about brands, you know, you choose a brand because you like it, because you feel attached to it, but this time it was user experience. People were drawn to IMG Bank because of the user experience. So let me talk about the importance of UX design. A good user experience means a better business. The way customers experience your digital product or service on a daily basis determines how they will feel about your brand or organization. So it's all morning for them that interaction with your brand has to run as smoothly as possible. User experience goes far deeper than creating things that do what they're supposed to do. This is a important lesson for programmers, for developers, but also for marketers. So a good user experience goes deeper than creating things that do what they're supposed to do. So let me give you an example and I'll probably assume you've ever encountered it. The catcher bubble. The catcher bubble is famous. The Heinz catcher bubble, the glass bubble. You know, there were commercials in the past where people tried to reach out to the catcher because it was a glass bubble and the user experience was a bubble. You know, it was not working properly. So by the looks of it, they changed the etiquette. You know, they changed the way you could hold your bubble in a way so you could pour it perfectly, but this was not the way it worked. So what they did, they changed the complete design of the bubble. You know, these catcher bubbles. And by changing the bubble from a user experience perspective by turning the top end around, basically standing outside down, and by changing the new opening, suddenly customers were able to squeeze the bubble and even let the last bit of catcher out on there or spaghetti or whatever. The more bubbles were sold in the UK after they introduced the catcher bubbles, you probably think, well, maybe a few percent. It was eight times more bubbles of tomato catcher, high tomato catcher, were sold because of a change in user experience. So how does this all relate to the brand and brand equity versus UX equity? The official marketing science definition of brand equity is the set of associations and behavior on the part of a brand's customer, channel members and parent corporations that are making the brand to earn greater volume for greater margins than it could without the brand. It is written by Lufthansaure in 1988 in a book, The New Strategic Brand Management. It's a book written by J. L. Jaffer. If you want to read this book or buy this book, it's a great book for all of you to read. So this is focusing on the brand. For example, if you walk into a record store and you buy a white pair of socks, you pay one pound or one euro, but if there's a night logo on it, you probably are willing to pay 16 euros. So the brand strategically affects the customer and the customer is willing to pay more and therefore the brand permits it to earn greater volume for greater margins. So thinking, you know, with the whole story of my son in my background, in the head of my back, in the back of my head, I thought, OK, let's have a look at UX equity versus brand equity. So a better UX experience leads to brand loyalty, better conversion, and therefore greater margins. But the definition of Lufthansaure, who researched brands, ties greater margins to brand associations and customer behavior, never is the word UX experience mentioned. So I kept wondering whether UX equity could be a new definition that lives side-by-side with brand equity. The UX equity definition I would like to introduce is UX equity is the combination of unique user experience designs and behavior modeling data on all clients' touch points, which permits the brand to earn greater volume, greater margins, and or improve user satisfaction compared to what it would without its design. This is a new definition I would like to introduce. This is basically the first time I'm speaking about it. So, again, you have, how do you say this? Well, the first, I'd love to hear your feedback on this later after this presentation. So let's do a deep dive on this. So rich search by Forrester shows that when compared to their pairs in top 10 companies leading in customer experience, I'll perform the stand-up board index to more than triple the returns. So this also shows that investing in UX leads to higher returns. In 2016, in the 2016 survey in the Future of Design, it was reported that companies with the highest investments in UX referred to as design unicorns. So their sales increased by 75%. Companies that had invested less in user experience design by 60%, a 15% difference. That is a lot of money. So there's a lot of sales increase and a lot of money to be made by investing in UX. So when I talk to clients, they'll ask me, okay, yes, we would like to invest in UX, but how can I calculate the return on investment? The question is, why is it important to calculate the value of UX? Well, UX designers ensure its synergy between business objectives with one hand and user needs. The question is, which KPIs UX focus on to increase the business value of the company? And there are seven KPIs. I'm going to talk about that later. And the question is, how do you calculate your equity? So I came up with a new calculation which I'm going to share with you later on. But right here it is in this presentation. So there are several ways we can choose to measure US equity. It's the outputs or improvements divided by the organizational investments, hours or dollars or pounds or euros depending on where you're from equals the client reward that are reward divided by the client's price pay. Or an easier way is it to calculate it in a way that the investments in UX design minus the extra gross margin at the top equals US equity. So this makes it really valuable for sales persons or protein managers to justify the to be spent on UX and design. We know it will give you a higher return on investment. Let's have a look at seven most important UX KPIs. So all of them you can use to calculate the value of UX. One, there's increased sales sales and returns increased involvement increased acceptance increased user retention increased user retention saved time increased brand loyalty increased brand loyalty and reduced development time. So let's walk through all of these seven KPIs. Increased charging cost then you will have a UX design that will largely cost that from Amazon. It teaches us that every dollar invested in UX yields between two and a hundred dollars. So the amount of money that's being spent on Amazon to improve it, you know, has led them also to trade their money investments. So a study published by Forestry Research in 2016 stated that while the great Yuma user interface could increase the conversion rate of a website by 200% by the great use of experience could increase the same by almost 100%. To be quite, a user interface is not the total of a set of UX UX is bigger than only a great user interface. So in many projects that we worked on, increasing sales was the most important goal the checkout or order that plays an important role by coordinating UX adjustments with the increased checkout order or a month and we can measure the return on investment. So let's have a look at the second increase in performance. We know that the great user experience has a big effect on the satisfaction of your customers so much that it increases their willingness to pay by 14.4%. Reduces their reluctance to change brands by 15.8% and increases their chance of spending by probably by 16.6%. We know this and I've seen the effects which were sometimes even higher than the 14.4%. We currently work for a station entertainment, they organize musicals throughout the world like The Lion King and the Stationer and we have been improving their user experience of the last one and a half years and we saw an increase of over 30% willingness to pay and we looked at every single detail of their website their events and shows on how to increase the total user experience on all touch points. So yeah, this is an increase development. Yeah, they're definitely willing to pay for more. They will increase acceptance. The user will the more easily embraced product or service which increases their use. I think the iPhone has been a great example of this. Usability testing getting informed by US designer in test labs. We do that a lot and the results can be presented to management. So if you go into a UX lab, a test lab you can see the outcome of the AD testing and it will definitely improve increased acceptance of the product. Funny story though about the iPhone a situation a while ago with one of the designers of the first iPhone and we asked him, okay, how big was your test lab? He says, well, it's not really big there was only one person testing it and it was key jobs. So he did a great job of getting it for all of us because we all know the success of the iPhone and the acceptance of a new interface like the iPhone introduced. Increase user retention when a potential customer visits your site can only have a few seconds to convince them that they are in the right place. Investment in UX optimization is necessary to quickly gain trust and ensure brand recognition and user retention. So lowering the bounce rate is a KPI that you have designed to focus on during the design process and then managers and steers tours. We have been working for the last five years for DHL Parcel. We currently run all of their websites in Metalux and with an improved user experience on their website we lowered the bounce rate by over 30%. And the amount of it was very much substantial that they chose and they asked us to help with re-designing all of their applications and their total digital landscape so we're still currently working on a really, really cool project. That's saving time. Mozilla, for example, after spending about 14 weeks on improving the user friendliness through an interactive design Mozilla saw a 70% reduction in the number of pools to the call center. So there's a lot of time to save and therefore money. This is one of the business cases we used at DHL Express. Their call center. There's a hundred people working at their call center and I challenged them. So if we improve the user experience of your website let's see if we can lower the amount of people lower the amount of pools being generated by the website. We lowered the amount of pools by 10%. If you have been working in a call center before or know that in the street an average call costs between 6 and 8 pounds. So if you lower the amount of pools coming into a call center by 10% you can easily make that calculation. SAP optimized the GOX and reduced the required training time by 30 to 80% that's a staggering number. So improving UX saves time and provides immediate profit as well. Let's have a look at number 6. The increased brand loyalty. In the hassle-free user experience organizations can positively influence customer satisfaction and increase their confidence in the products, the system and the brand loyalty. A great UX therefore leads to brand loyalty, higher brand awareness, quality and brand associations. So no fewer than 8% of online consumers are less likely to return to a website after a bad experience. So if you come up with a standardized websites which is very bad in UX and you lose that online customers no fewer than 88% of online customers are likely to return to that website after a bad experience. So that's what I do in Gomez report, why performance matters. So it is vital for us within Dupre community to provide websites that have a not a great user experience with a bad perspective or are really efficiently coded, now they need a great user experience as well. What in the third will tell others about their disappointing experience. So when it goes to the pub or anything I've been to this website and so you have a lot of negative marketing coming from a bad experience. So that's quite a lot. So well designed software increases the chance that users will easily solve their problems, making them repeat users and also bringing others along. This also filters onto your brand reputation. The future design survey in startups shows that the more the investors in and focused on design the higher the customer retention and involvement. So this is a really important KPI to look at when you start designing a website. Okay. Consistently fall out UX design that has been tested in advance in a test lab reduces the number of hours of development needed to achieve a result. Without UX design or without UX testing developing a programming the majority of cases involve rework and this means that the project must be rescheduled code must be rewritten and tested and the cyber ad must be put alive again. So this can therefore be prevented by testing whether that's advanced. So if you tell this to a client you know okay, why should I invest in UX before we start development you just tell what the professor just told us one or more and to solve a problem during product design equals 10 or more spend on the same problem during development and $100 or more if the problem needs to be resolved after the product or service be launched. It's their code. So this makes it really easy to calculate benefits over greater ways. How do you calculate it? You calculate UX equity from a development stated in the white paper usability of 2005 to up to 50% of a programmer's time is spent on avoidable reprogramming. This can be prevented by giving the development program a clear insight in what they are building. The calculation of cost saving is done via this calculation staff costs staff the number of employees required equals cost savings or increased development time per change times of costs the number of employees required equals cost saving or time gaining of staff costs times the number of employees is cost saving a way to calculate so you're going to have to write it down so it will give you a chance when you talk to a client or when you're working on a project these are several ways to calculate it and you can see the necessity of investing in a great UX so let's have a look at UX that working fully decoupled has many advantages as it gives you a chance to design and develop a user experience that fits our clear identity in this presentation talked to my UX designers and designers and our front-end developers they're like hey we want to create this great user experience but the standardized protocol is limiting us from a UX perspective I'm willing so will lead to a better user experience always arguments of cost involved over project we have in discussions with our clients as well and then they always ask okay let's see if we can create a business case around investing in UX or investing in a fully decoupled solution is the conventional platform but we create a front-end with for example view or read down to what the end user wants user needs so one way to have that discussion in this presentation single agency leader in this room and contributing a lot to Drupal in many ways many of you know me have seen me at Drupal Camp giving presentations about why Drupal needs marketing how to improve organization I've been testing quite a bit in organizing events contributing code and sponsoring events there is one thing that is really important is that we have to improve the user experience of Drupal Drupal is a new Drupal backend experience the Drupal community is currently looking for designers and content developers to work on so we can unfortunately not coming at Drupal 9 the timeline limits us to launch in the Drupal 9 but I would like to make a push for it to Drupal 8 but I mean a stable version I would like to see a stable version in Drupal 9.1 because that will improve the user experience of the backend a lot so therefore I'm calling out to all agency leaders to make some time and invest in Clara this will help your business this will help our clients and it will improve the experience of Drupal for end users so the benefits of a great user experience are very clear the benefits of UX design I showed you catchable I showed you ways to calculate UX and this all comes down to UX equity as a new order to be this new definition I'm going to launch a website which is called UXEquity.com in which I will explain a lot about UX equity and how you calculate it so going back to the definition UXEquity is the combination of a unique user experience designs and behavioral data of all clients which permits the brand to earn greater volume, greater margins and or improve user satisfaction compared to what it would without this design the interesting bit is is that Drupal because because it's family it's API possibilities are endless it is perfect to I think Drupal is in the right spot and in the right way to experience all we need is representation thank you very much any questions anyone got questions for me sir while you you have a question why does WordPress beat Drupal in this space why does WordPress beat Drupal in this space Michel personal note not as a board member of the Drupal association I always have to state this because I have several heads on I am the CEO of one shoe agency and I've been looking at actively in the Drupal community for over 14 years now the thing is in the Drupal community I'm going to be a bit blunt so don't the Drupal community is even more focused on all levels as I said I'm a brand specialist and I think it was about 5 weeks ago that I decided let's see if I can install a Drupal website when you look at the it's actually written in their brand mission that you can get a WordPress website after running within 5 minutes so here I am let's see if I can get a Drupal website after running within 5 minutes into Drupal.org which was for me a started reading about how to Drupal I was talking about this was not written user friendly user perspective when you look at the back end of Drupal WordPress from day one has been focusing on creating a very user friendly end user experience they could do so because they had investors behind a commercial company I don't know if you know it but Salesforce has been investing 300 million dollars into automatic to improve WordPress websites they own 35% market share versus I think about 9% on Drupal so they have the biggest market share the Drupal community has never focused on user experience it is great for developers far more greater than Drupal but it's not as safe as Drupal is far more safer than WordPress but it has not invested in UX therefore I think we need to make a change as a Drupal community to start thinking like an organization not as a community want to see Drupal go do we want to see Drupal competing with WordPress or competing with Adobe outside which market position do we need and what is our end user we are thinking inside out we developers love this so we are going to build it let's think this is from a UX perspective outside in what is it users truly truly want this is a mind share we have to make as a Drupal community I state this on my personal behalf a visible member and that's the reason why WordPress from day one has invested in it and beats us on that block not from a coding perspective not from a security perspective and not from an API perspective but from a root Drupal is far far more better and I would suggest Drupal will ten times over WordPress performance user experience WordPress competing us does that answer your question? yes it does thank you yes thanks Michelle where can we get hold of the slides I love the slides Michelle where can we get hold of a copy there's lots of great information there to share with people in our companies oh is that what you were trying to launch reading the instructions on Drupal at work thank you so much for doing that in these hard times I think we all would have preferred to have you here but I guess we'll find someone else to buy us beers tonight then great thank you alright thanks Michelle take care