It can be hard to ‘sell’ the ROI of UX research. Many companies don’t want to spend (waste, they might say) the time to conduct user research and craft design requirements. They want to dive in and start building the thing. Of course, UX practitioners and enthusiasts know that not spending sufficient time and effort on UX efforts before beginning product development is the true waste of resources.
This video by Human Factors International brilliantly illustrates the ROI of UX in terms that UX gurus, UX pooh poohers, and everyone in between can understand. Bravo, HFI!