A UX Design Presentation

Reducing Friction for a Smoother User Journey

Sigit Adinugroho for Google Hack Fair 2015

Jakarta, Indonesia

A. K. A.

How good UX saves lives

A little bit about me

2003-2007 Studied design

2007-2012 Started my career in UX design

2012-2014 Left comfort zone and joined multiple startups

2014 Tried corporate once again, but failed

2015 Trying to enjoy life more and share more

2011-2013 Went back to design school

Decision Fatigue

Bad UX Killed Jenny

Picture source: https://www.flickr.com/photos/genista/

The UX Pyramid

Optimise the job & delight the users

FUNCTION

DELIGHT

Gets the job done & advocates the user

Save lives

Business, Technology,

Customer Experience, Product Market Fit

and all that

Why product design fails

Technology PeopleBusiness

Because, these come first… …then this.(either one)

TechnologyBusinessPeople

It should be this

People

Start with this …and continue building with all 3 in mind

Where is design?

TechnologyBusinessPeople

Design drives all the three

Reduce politics!

Designing the “Middle”

Assumptions

Product Myths

#1 My product will be the next big thing

#2 People will know how to use my product.

I’ve designed it for them.

#3 This world needs my product

#4 Technology can solve everything.

SOLUTIONS

#1 Think Ergonomics

Source: http://www.lukew.com/ff/entry.asp?1944

Physical ergonomics

Source: https://medium.com/@mibosc/mobile-ui-ergonomics-how-hard-is-it-really-to-tap-different-areas-of-your-phone-interface-bb043d409af8#.tjpc3ug4m

Physical ergonomics

Physical ergonomics

Desktop, focus on eyeview Tablet, focus on hands Phone, focus on thumbs

Changi Airport

We want the app to be a recommendation

engine with a minimal input. By signing in or

scanning your boarding pass, we’d like to generate a recommendation of things to

enjoy at the airport. Changi is dubbed the world’s best for transit with its wide array of

dining, shopping and family-friendly activities.

Depending on the time range of transit, time

of day and location, travelers can receive various recommendations to eat, shop,

exercise, rest or just have fun. Watch movies,

visit one of the indoor parks, dine, shop for chocolates.

Changi Airport

We want the app to be a recommendation engine with a minimal input. By signing in or scanning your boarding pass, we’d like to generate a recommendation of things to enjoy at the airport. Changi is dubbed the world’s best for transit with its wide array of dining, shopping and family-friendly activities.

Changi Airport

We want the app to

be a recommendation engine with a minimal

input. By signing in or scanning your

boarding pass, we’d

like to generate a recommendation of

things to enjoy at the airport. Changi is

dubbed the world’s

Visual ergonomics

How many passengers?Adults

Child

Infant

- +

- +

- +1

0

23

Adults

Please select

Child

Please select

Infant

Please select

Visual ergonomics

SELECT A COUNTRY — Afghanistan Albania Algeria Andorra Angola Antigua and Barbuda Argentina Armenia Aruba Australia Austria Azerbaijan Bahamas, The Bahrain Bangladesh Barbados Belarus

Use Less Dropdowns

Use less radio buttons

Orange

Carrot

Melon

Banana

Apple

Grape

Orange

Carrot

Melon

Banana

#2 Don’t close the door before you open it

Please login

with Facebook

with Google

with your email

This content will be served in 3, 2, 1…

SKIP THIS AD

#3 30-Second Rule

#4 Obvious always wins.

Source: http://www.lukew.com/ff/entry.asp?1945

Source: http://www.lukew.com/ff/entry.asp?1945

#5 Consolidate

Source: https://www.goodui.org

Credit Card Type

Credit Card Number

Month Year

Name in Card

CCV

Expiration

Pay

Credit or Debit Card

#6 Lower Learning Curves

Source: http://www.whattravelwriterssay.com/image/toiletfactskeenan9d.jpg

Source: http://www.sketchappsources.com/free-source/32-free-icon-set.html

Keep icons safe-to-recognise

Source: http://www.sketchappsources.com/free-source/32-free-icon-set.html

See deals

Source: https://www.usertesting.com/blog/2015/08/04/user-friendly-ui-icons

Source: http://emby.media/community/uploads/inline/3/5554d6c180603_guidefilter1.png

No one raindrop believes they are to blame for the flood.

#7 Real-time feedback

*****************You entered wrong password

***********

#8 Build a visual language

Next Done

Next

Next

Next

Conclusion: Do your research

So to sum up.

Frictions happen because products are designed for businesses & technology, not for people.

The cost is the product itself.

Design is here to help. Hire designers.

#1 Think ergonomics #2 Don’t close the door #3 30-Second Rule #4 Obvious always wins #5 Consolidate #6 Lower learning curves #7 Real-time feedback #8 Build a visual language

Thank you!

TWITTER @hellosigit

PERSONAL WEBSITE

serendipified.com

DRIBBBLE dribbble.com/sigit