ux myths - brownbag session at gdp venture

UX MYTHS AND WHY WE SHOULD PAY ATTENTION

KETUT SULISTYAWATI, PHD

@tyawati

2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION


HELLO! I’M SULIS

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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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THE ERA OF ABUNDANCE AND AUTOMATION Today we have a lot more choices And they are faster, better, cheaper than before


We are moving towards the Experience Economy

http://goo.gl/H7LyCa


COMMODITY

Coffee beans 75 cents / pound

$0.01 – $0.02 per cup

Roasted, grinded, packaged, sold in a grocery store

$0.05 – $0.25 per cup

Brewed and served

$0.5 – $1 per cup

The same coffee in Starbucks

$2 – $5 per cup

GOODS SERVICES EXPERIENCE

http://goo.gl/IWxvA7

http://goo.gl/LSCrMn

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WHAT IS UX ? 8

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UX = UI 9

UX MYTH #1

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http://goo.gl/H7LyCa


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UI is just one aspect that contributes to the experience


www.uxisnotui.com

The various UX roles that a person can fulfill are plentiful. Some are whole jobs, some whole careers, others are tactical roles we all move in and out of.

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UX IS FOR DIGITAL

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UX MYTH #2

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UX ENDS ONCE USERS LEAVE THE WEB

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UX MYTH #3

EXPERIENCE IN THE WEBSITE

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What happen before they land on the website?


What happen after they leave the website?

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YOU ARE LIKE YOUR USERS

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UX MYTH #4


“YOU ARE NOT THE USER NEITHER IS YOUR BOSS”

When designing, it’s easy to assume that everybody is like you.

You know a lot about your services and your website.

But sometimes, knowing too much can backfire.

It is difficult to unlearn what you know.

Stop seeing inside-out, start involving your users and get fresh outside-in perspectives.

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Jessyca Frederick Director of Product Management, ThisNext


TASK: You saw your friend’s Lenovo phone and now you are considering to buy one for yourself. Please try to buy it.

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USERS ALWAYS KNOW WHAT THEY WANT

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UX MYTH #5

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Asking people what they want won’t always reveal the products they do want.

People can make confident but false predictions about their future behavior, especially when presented with a new and unfamiliar design.

www.uxmyths.com

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UX IS ALL ABOUT USERS

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UX MYTH #6

WE CREATE BALANCE

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PEOPLE (desirability)

BUSINESS (viability)

TECHNOLOGY (feasibility)

EXPERIENCE INNOVATION


http://mashable.com/2013/10/30/ux-myths/

Most people only see vanilla UX, the tactical, visible / client facing part. Hardcore UX begins with tactical, organizational activities. Big gains start coming when an organization leverages design-thinking and a user experience mindset in their culture.

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UX IS ONE MAN’S RESPONSIBILITY

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UX MYTH #7

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UX IS EVERYONE’S RESPONSIBILITY

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A customer’s experience is affected by the whole story: brand, campaigns, websites, store design, packaging, product design, interaction design, customer support, user community, disposal / replacement. It’s absurd to think that one person can design all of this. Good UX design requires everyone in the team to understand the users, and do their part of the job to deliver experiences to the users in an orchestrated manner.


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UX IS A STEP IN THE PROCESS

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UX MYTH #8

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HOW DOES UX FIT IN THE DEVELOPMENT PROCESS?

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Research Define Design Develop

Many think that user experience design is confined to sketching the interfaces.

However, UX design is a much broader process that - ideally - starts at the strategy level and affects the whole lifecycle of a project or a business.


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HOW DOES UX FIT IN THE DEVELOPMENT PROCESS?

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•  Business goals •  User needs •  Technical capabilities •  Competitors

•  Personas •  Scenarios •  User journey •  Requirements •  Concepts

•  Information Architecture •  Sketches & wireframes •  Content strategy

•  Review prototype •  Test with users •  Iterate



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Stakeholder research to understand business goals and internal capabilities User research Competitor analysis


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Create personas and scenarios Derive requirements Analyze workflows & define user journey Develop concepts



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Structure the Information Architecture Sketch the user interface Define the content strategy Provide input to visual design



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Develop low fidelity / high fidelity prototype Review prototype Conduct usability testing Iterate design & finalize design details



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THIS APPLIES TO ALMOST ANY TYPE OF UX WORK, WITH A VARYING DEGREE OF INTENSITY

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TAKEAWAYS

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DEBUNK THE UX MYTHS


1. Move beyond UI, think holistic User Experience 2. Consider all touch points, not just the digital 3. Think holistic and connected experience journey 4.  Involve users in your process 5. Derive insights, don’t just take what users say they want 6. Balance user needs, business, and technology 7.  Involve stakeholders who directly / indirectly influence the experience 8. Embed UX thinking throughout the development process

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UX COMMUNITY

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ONE LAST THING

4/30/14 UX COMMUNITY IN INDONESIA

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UX Indonesia

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UX ID 2014 CONFERENCE – WWW.UXINDONESIA.ORG

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THANK YOU KETUT SULISTYAWATI, PHD

[email protected]

@tyawati

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ux myths - brownbag session at gdp venture

Design

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singapore

tactical

users

website

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