I've used the toll gate analogy for a while to illustrate how reducing the number of steps for a task is a key metric towards building a better experience. Although simplified, the toll road example helps folks understand what the value of better experience design equals when comparing the same task in number of steps.
Now with Toll-By-Plate, the next-gen evolution of the toll gate is a great case study that proves how effective experience design can generate a big return on investment.
Thx to Venture Hive (Venturehive.com) for sponsoring the event. This excerpt was part of the following deck available on slideshare:
Please add comments and include more examples that prove how experience design generates more revenue.