good ux: key ingredients - presented at gmic jakarta 2015

GOOD UX : KEY INGREDIENTS Ketut Sulistyawati

@tyawati @somiacx

2015 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION

MOBILE

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HELLO! I’M SULIS Who Am I?

•  Customer Experience consultant

•  Indonesian – Balinese ;)

•  Lived in Singapore for 12 years

•  Bachelor in product design - NTU, Singapore PhD in Human Factors – NTU, Singapore

I previously worked at

•  Dell Experience Design Group, Singapore

•  Hewlett-Packard Global Design Studio

•  Reading Room, Singapore

Now at Somia Customer Experience, Indonesia

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WHY UX? WHY NOW?

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People have abundance of choices.

People are lazy.

Attention is expensive.

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So you spend money to market and sell your product.

Let’s say people do give it a try.

But they don’t “get” why they should use it.

What happens next?

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Awareness

Consider

Sign Up

First Use

Continue Using Advocate

For every conversion step, there is a possibility that the customer will drop off

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WHAT CAUSES THE DROP OFF?

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I don’t understand what this product is

for

I’m confused how to use this

product

The sign up process is too troublesome

I don’t know what I should

do next

I got bored

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WHAT IS UX?

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USER EXPERIENCE

What the user feels when

interacting with the system


the user interface

image source: http://goo.gl/7N45YQ


context, context, context

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It is useful to me, it meets my needs

I am able to use it easily

I like the way the product looks and feels

image source: http://goo.gl/77Aw4y

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UX comes from within, not just a slap on cosmetic

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KEY INGREDIENTS TO GOOD UX

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EMPATHY + ITERATION

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EMPATHY the ability to understand and share the feelings of another

image source: https://goo.gl/Ov5mUY

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EMPATHY

Get out of the building Research the users

Observe & talk to people Understand their context Try to be the user yourself

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EMPATHY + ITERATION

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PROTOTYPE

TEST

DESIGN

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Experience is the result of the interaction between the user and the product / service.

If you don’t get people to try it, how would you know what the experience is like?

If it’s in your head, it’s not experience

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ITERATION

Prototype early Explore different solutions

Fail early, fail often Get feedback and repeat

Improve continuously

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SPOTTING UX TALENT

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EMPATHY ITERATION +

PROTOTYPE

TEST

DESIGN


Care & curious to understand why Not self centered Able to stand in other’s shoes

Problem solver, hands on Open to feedback Don’t feel satisfied easily

PROTOTYPE

TEST

DESIGN

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WHO SHOULD BE YOUR FIRST HIRE AS UX EVANGELIST?

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YOU!

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Big gains start coming when an organization leverages design-thinking and a user experience mindset in their culture. Both TOP DOWN and BOTTOM UP.

THANK YOU KETUT SULISTYAWATI

@tyawati @somiacx

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