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
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the user interface
image source: http://goo.gl/7N45YQ
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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
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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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