i n t e r a c t i o n s . . . m a y + j u n e 2 0 0 3 Many HCI professionals spend a good deal of their time proselytizing about user-centered design (UCD). Often, attempts at persuasion involve or even hinge on cost justification. Developing a comprehensive model of costs and benefits can be quite complex, depending on how many factors you try to include, such as the time value of money, indirect and direct effects, and tangible and intangible effects. (See Bias and Mayhew [1], still probably the best collection of articles on cost justification of usability, and unfortunately not “unnecessary” 10 years later as they optimistically predicted.) Because of this complexity, and because it may be difficult to get real numbers to prepare a comprehensive costbenefit analysis, in practice, UCD champions often use simplified pro forma analyses to relate “sample” expenditures on UCD activities to particular estimated financial benefits—a reduction in support calls, reduced training time, reduced errors, and increased productivity, to name a few. Of course, the variables emphasized depend on the nature of the product, for example, whether it is intended for internal or external use. If we approach these efforts at persuasion with the attitude that the value of usability is self-evident, it can be frustrating when business decision makers don’t seem to understand. We can lapse into viewing this attitude as irrational or politically motivated resistance to change. We need to recognize that these arguments can fail to persuade an intelligently skeptical person for several fundamental reasons. Cost-justification arguments often use reasonable, but hypothetical numbers, which may have low credibility. In addition, the analyses may be anecdotal, and although case studies can be persuasive, an audience may not be convinced that their current situation is analogous, especially if they are initially skeptical. We would love to be able to show that UCD increases sales and market share, but the impact of UCD on sales is difficult to quantify and often indirect. The nature of the product, the product space, and the balance of all other factors that influence buying behavior complicate how much UCD affects sales. This complexity can make it difficult to convincingly predict specific sales improvements from specific usability changes. It also can make it show retrospectively that actual sales improvements bu si ne ss