uxsg office visit #3 for singapore polytechnic s.e.e.d student interest group - ux at bellabox

15th Nov 2014

UXSG Office Visit #3

for Singapore Polytechnic S.E.E.D Student Interest Group

topics• How UX is being practiced in each company / workflow in the UX

company

• about bellabox

• UX at bellabox

• The history of yourself

• How did you venture into the UX industry

• What were you doing previously

• What do you like about UX / What made you stay in the field of UX?

bellaboxvirtual office visit

for Singapore Polytechnic S.E.E.D Student Interest Group

about bellaboxstarted in Oct 2011 in Australia & Singapore by twin sisters Emily & Sarah Hamilton

“bella” was their first family dog & “box” comes from the box business

UX at bellabox

Re-design of 2 year old business processes and system architecture

as we grew from 8k+ to 45k customers within a year

our question : how do we support even more customers

and keep them happy?

design & dev team2 UX Designers, 1 Design Intern, 1 Visual Designer

1 Front-end Developer 1 Infra (Full Stack), 3 Web Developers

Credit : https://medium.com/@tyahma/how-to-hire-product-people-aab926e077c8

https://medium.com/@tyahma/how-to-hire-product-people-aab926e077c8

the process• understanding our environment

• understanding our customers

• design strategy

• product requirements and analysis

• product roadmap

• information architecture

• task flows

• prototyping & testing

• development

• marketing launch & measuring

understanding our environment

across 15 days 2 countries

20+ team member interviews and 2 workshops

focused on “user experience” as a topic to identify where,how and who we would start with

hybrid approach with design, development

PO co-located at their office 80-90% of time

understanding our customers

2 days 2 countries

20+ team members

focused on “customer journey” as a topic

to identify where,how and who we would start with

helped identify key customer journey points to tackle for the

project

design & dev strategy

product requirements & analysis

• Product Design

• Epic Planning and Prioritisation

• Understanding user research done by bellabox team

• Competitor Analysis (Functional and Visual)

• Discuss Brand Strategy

• Technical

• Initial System Analysis on v1

• Migration Planning (Data and Settings)

• Setup Test Environments for Drupal

• Operations

• Prototype new box allocation and payment check flow for AU Women

setting up the roadmap & focus on delivery

S P R I N T ( 2 W E E K S ) 1

1 1 T H N O V 2 0 1 3

2 2 5 T H N O V

2 0 1 3

3 9 T H D E C

2 0 1 3

4 2 3 R D D E C

2 0 1 3

X M A S / N E W Y E A R

5 6 T H J A N

2 0 1 4

6 2 0 T H J A N

2 0 1 4

D R A F T

7 3 R D F E B

2 0 1 4

D R A F T

8 1 7 T H F E B

2 0 1 4

D R A F T

9 3 R D M A R

2 0 1 4

B E TA O P T I N

1 0 1 7 T H M A R

2 0 1 4

D R A F T

1 1 3 1 S T M A R

2 0 1 4

P R O D U C T

D E S I G N M I K E ,

C H A R M A I N E , S H E L D O N

Z AV I E R M I C H A E L

R E S E A R C H A N A LY S I S E P I C P L A N N I N G

R E S E A R C H A N A LY S I S S T O R Y P R I O R I T I S AT I O N

I N F O R M AT I O N A R C H I T E C T U R E TA S K F L O W S

TA S K F L O W S

P R O T O T Y P E S

TA S K F L O W S W I R E F R A M E S V I S U A L D E S I G N

W I R E F R A M E S V I S U A L D E S I G N

W I R E F R A M E S V I S U A L D E S I G N

F R O N T- E N D

W I R E F R A M E S V I S U A L D E S I G N F R O N T- E N D

T E S T I N G F R O N T- E N D Q A

V 2 . 1 D E S I G N V 2 . 1 D E S I G N

T E C H

A LV I N , A L E X R YA N , A L I F

M I C H A E L

I N I T I A L S Y S T E M A N A LY S I S

A R C H I T E C T U R E

M I G R AT I O N PAY M E N T 1 . 5 O R D E R 1 . 5

M I G R AT I O N PAY M E N T 1 . 5 O R D E R 1 . 5

M I G R AT I O N PAY M E N T 1 . 5 O R D E R 1 . 5 F E E D B A C K 1 . 5

M O B I L E M A I L S 1 . 5

M I G R AT I O N P L A N N I N G I N V E N T O R Y S U B S C R I P T I O N S T O R E

B R A N D M A N A G E M E N T O R D E R S A L L O C AT I O N M U LT I - C O U N T R Y

PAY M E N T 2 . 0 M I G R AT I O N

S H I P P I N G P R O F I L E S P R O M O T I O N S

F E E D B A C K 2 . 0 C S 2 . 0 A R T I C L E S R E W A R D S

N O T I F I C AT I O N S A N A LY S I S R E P O R T I N G T E S T I N G , I T E R AT I N G

T E S T I N G , I T E R AT I N G PA R C E L T R A C K I N G D A S H B O A R D S

T E S T I N G , I T E R AT I N G

O P E R AT I O N S

E M I LY, S A R A H , J A S M I N E ,

AT I Q A H , K AY L A

A L E X A N D R E , M A R I O N , E M I LY V.

A L E X , M I C H A E L

A L L O C AT I O N 1 . 5 A U S T R A L I A W O M E N PAY M E N T 1 . 5 A U S T R A L I A W O M E N



PAY M E N T 1 . 5 A U S T R A L I A W O M E N F E E D B A C K 1 . 5 D E C B O X S I N G A P O R E

A L L O C AT I O N 1 . 5 A U S T R A L I A W O M E N PAY M E N T 1 . 5 A U S T R A L I A W O M E N C U S T O M E R S E R V I C E 1 . 5 - I N T E R C O M . I O S I N G A P O R E

A L L O C AT I O N 1 . 5 A U S T R A L I A W O M E N PAY M E N T 1 . 5 A U S T R A L I A W O M E N F E E D B A C K 1 . 5 J A N B O X S I N G A P O R E A U S T R A L I A

A N A LY T I C S 1 . 5

A L L O C AT I O N 1 . 5 A U S T R A L I A W O M E N

PAY M E N T 1 . 5 A U S T R A L I A W O M E N


A L L O C AT I O N 1 . 5 A U S T R A L I A W O M E N

PAY M E N T 1 . 5 A U S T R A L I A W O M E N F E E D B A C K 1 . 5 F E B B O X S I N G A P O R E A U S T R A L I A

C U S T O M E R S E R V I C E 2 . 0 I N T E R C O M . I O A U S T R A L I A

A L L O C AT I O N 2 . 0 A U S T R A L I A W O M E N PAY M E N T 2 . 0 A U S T R A L I A S I N G A P O R E A L L


A L L O C AT I O N 2 . 0 A U S T R A L I A W O M E N PAY M E N T 2 . 0 A U S T R A L I A S I N G A P O R E A L L F E E D B A C K 2 . 0 M A R B O X S I N G A P O R E A U S T R A L I A


A L L O C AT I O N 2 . 0 A U S T R A L I A W O M E N PAY M E N T 2 . 0 A U S T R A L I A S I N G A P O R E A L L


M A R K E T I N G

E M I LY, S A R A H , S T E P H A N I E ,

B I Y I N G , L A U R E N , B E C K S

A L B E R T

G O T O M A R K E T P L A N N I N G M I G R AT E A C Q U I S I T I O N T R A C K I N G - G O O G L E TA G M A N A G E R

M I G R AT E A C Q U I S I T I O N T R A C K I N G - G O O G L E TA G M A N A G E R

A L P H A S I T E S N E A K P E A K

B E TA O P T I N - V O L U N T E E R - I N V I T E S

L I V E I N V I T E S

user scenariosScenario 1 (Example)

Description in the form of a job story from the perspective of the user: When you ___, you want to ___, so you can ___.

When you have a Bellabox subscription, you want to check your dashboard, so you can keep up with the status of your boxes, pending orders, and anything that needs my attention.

User Tasks

These are the tasks you want the user to be able to complete.

• Check the status of your next box

• Check the status of your pending orders

information architecture

task flow analysis

user interface flow

test early & often

prototyping for Mobile

beta launch -> Live

key learnings

key learnings• Business as usual while over-hauling a business is incredibly tough

work

• We have had key project team members leave due to the hectic nature of running a business and creating a new platform

• Maintain focus on customer needs

• Don’t be distracted by growth. You are at critical juncture where lack of focus can delay project plans significantly

key learnings• Hybrid model kinda works

• Lean In-house dev team

• Combined with Heavy out-sourced Design & Dev team

• Looking back, we would move towards in-house sooner rather than later after majority of work is completed BUT hiring is tough (for everyone)

• Learn from Enterprise

• Be great at documentation, process design

• Identify bottlenecks early and work on removing obstacles

history about myself

How did I venture into UX Industry?

how did i venture into ux industry?

what was I doing previously?• 1999 - Freelance Web Design / Development

leading to web hosting for SMEs

• 2002 - Research & Development - A Robust Rule-based Event Management System for Call Data Records - Société Générale

• 2003 - Network Engineer - NEC Solutions

• 2004 - Full-Stack development - Palm & Windows Mobile - K.C. Dat, Nippon Express, Air Asia , Singapore Zoo, Jurong Birdpark, Changi Airport Terminal 1 & 2, M1, Mapletree ...

• 2005-2007 - Business Process Consulting - VISA International- Robert Bosch SEA

• 2008 - Took a break in EVE Online - Internet Spaceships is serious business

• 2009 - Portal Development - ST701, SPH, Online Classifieds

• 2010 - Scrum Master - iProperty Singapore

• 2012 - Mobile & UX Lead - iProperty Group (Malaysia, Singapore, Hong Kong & Indonesia)

• 2013 - Senior Product Manager 2014 - Chief Operating Officer - bellabox Australia & Singapore

some apps i’ve worked on

What do you like about UX

• focus on the customer and understanding them before making decisions

• focus on internal users and understanding them

• once we done that, making decisions with these factors in mind

What made you stay in the field of UX?

• not a “UX” professional, no one (except recruiters) would hire me to be a UX designer. I wouldn’t hire myself :p

• I have learnt what I need to perform some basic tasks, would hire when it gets to a certain level beyond me

• I stay engaged with community & topics as find it useful to act as bridge between ux, technical & business

don’t have the right team yet? here are some great books to read

thank you

@michaelon9

see you around at

Agile SG #agilesg UXSG #uxsg

ProductCamp SG #pcampsg