Hacks for cost-justifying usability: "Fear-setting" vs. "Goal-Setting"

Abstract

This paper is designed to guide user-centered design professionals in running negotiations of usability cost justification with product owners. The paper introduces hacks that can be used by usability professionals to convince entrepreneurs or other decision makers to invest in usability improvements. The traditional cost-justifying usability approach focuses on emphasizing the potential profits that can be expected. This "goal-setting" approach, commonly represents a strong influence on the investment decision of young, nascent entrepreneurs. The new approach, which we are suggesting, is about avoiding losses and costs stemming from not taking any action. This is a "fear-setting" approach, which tends to influence the investment decisions of older and more experienced entrepreneurs. Usability professionals can thus identify and classify their audience regarding to age and years of experience in order to choose the most efficient mode of presenting justification of usability cost.