ROI of User Experience
Gilt.com has a list of people who purchase from them. They know of that list how many of the purchases are returned.
Gilt just made an iPad app that re-imagines what it means to shop a digital store (electronic commerce). They’ve built easier ways to see many photos, photos zoomed in very closely and what sizes and colors are available of a particular product. They’ve also reduced the number of actions it takes to buy something, changed the way something is moved to a cart and placed the cart at the bottom of the screen. I find these changes all quite interesting.
I wonder if Guilt will see the impacts of these design and usability changes on things like number of products returned. I’d be interested in finding out. It’d lend some argument to the ROI value of design and usability.