Re: ROI links

Like Michael Andrews I also have problems with ROI, although I am being
asked to do it all the time.

I think that the main problem is that we are trying to take on the techies
with their hard science background and the business people with their
cost\benefit attitude at their own game.

And invariably we lose.

What I mean is both the techies and the business people come from logical,
rational, "scientific", analytical perspectives, (or at least they think
they behave as if they do) and ROI calculations fit into these perspectives.

They are very good at this way of playing the game, are comfortable with it
and are very good at it.

They see us as being soft and fuzzy social scientists who don't know their
a**e from their elbow.

They are therefore sceptical of any figures that we have and can always and
do always come back with the argument

"That's all very good but I need more evidence".

(A very hard argument to counter in the rational, logical hierarchy of
project management and lifecycle development structures).

In ROI terms we are asked to find and produce more evidence than any techy
or business inspired idea simply because these people do not believe our
figures and claims. I have seen the most absurd business cases get passed
just because of who they are from whereas mine get sent back, even though
the evidence is overwhelming, simply because of who the ROI figures come
from.

In my view entering into these ROI, business case, type contests with
techies and business people is like getting into a barefoot a**e kicking
contest with a porcupine. We ain't going to win and will leave feeling hurt
and beaten.

For me we should concentrate on arguments that are also emotional and tap
into wider issues such as marketing - its good to look after your customers,
organisational ethics, social responsibility. These arguments take the
techies and the business people out of their comfort zone, they are less
confident at attacking them, and if the arguments persuade the people at the
very top, then the techies have no choice but to swing along behind.

After all if the arguments for IT projects and spend were purely rational
and logical, with ROI data for usability, UCD, human factors showing massive
returns and savings (10-100 saving on redoing projects, 202% increase in
website on-line transaction completion, at least 67% reduction in abandoned
shopping carts: sources NNG, Gartner, Staples, Forrester etc)

Then we would not have the problems that we do have, and indeed would have
projects scrambling and competing for our skills, seeing us as wonderful
magicians with the key to delivering the bottom line.

Ian Franklin

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