What is user experience design, user-centric design and design thinking? Whether you are new to product development and service design, or a reigning pro, this workshop will help you understand how design can help you improve your service and build better products, with both concepts and actual case studies you can apply to your work.

1. user experience
design
part 1

2. UX

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4. what?

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It’s often mistaken for this ...

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11. The hardest problem
isn t technical.
It s knowing what to
build so that people will
want to use it.

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50%
of work by software specialists
is spent on avoidable rework

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Project Duration
Cost of Change
DevelopmentDiscovery & Concept
100x

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$$
cost of fixing an error
before/in development
(N)
cost of fixing after
development
(N*100)

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Interesting Fact:
More people in the world own
smartphones than toothbrushes

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nearly 1 in 4 people abandon
mobile apps after only one use

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The better aligned a product is with
the user needs, the lower the churn.
15.8% fewer customers on average are
likely to consider switching to a
competitor when offered superior
experience vs. poor user experience..
Source: Forrester “Best Practices in User Experience (UX)”
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User Experience matters so much, because we are
Experiencing so much.
8AM
Once in the
morning
5PM
Once in the
evening
150 unlocks = checking your phone every 5.6
minutes
A pain point can become a “pain plane” on mobile. that’s a lot of ouch!
one interaction, one “ouch”
just two
“ouch”points
The mobile paradigm should be thought of as “the always with you and in your face” paradigm.
For that reason, a bad design will not just hurt once, but the hundreds of times you might use the bad design in a single day.
That’s a lot of unnecessary “ouches.”

21. assumptions
risks
extra cost
losing customers
just like all the others

22. UX

23. copyright: Strategyzer AG
The makers of Business Model Generation and Strategyzer strategyzer.com
Pains
Gains
Customer
Job(s)needs
problems
delights

24. what?
why?

26. UX
a discipline of what we do,
making a product more usable,
accessible & pleasurable,
making users more satisfied

27. user-centric design
a process how we do UX

28. design thinking
a method to solve complex
problems

29. you are not the user

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well built
well used

31. know users better
solve their problems better
give them better
user experience
happier users
make more money
less risk

32. we want to create
services that people
love to use

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What is desirable?
Functional
Usable
Pleasurable
Emotional
Reliable

34. why UX?

35. kill assumptions
avoid risk
save cost
keep customers
stay ahead

36. how?

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Sprint 0 - Discovery Sprint 1&2 - Concept Sprint 3 - Delivery Sprint N - Delivery
Start with
Users
Problem
Frame
Concept
Prototype
Problem Space Solution Space Build - Measure - Learn
D
ivergent
D
ivergent
C
onvergent
C
onvergent
Our Design & Innovation Process
Fixed Time Team-Based Pricing Fixed Scope T&M Pricing

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understand concept develop

39. Our __________ helps
___________ who want to
_____________ by ___________
and ____________ .

40. understand if there is a
problem worth solving

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HOW WE USE IT
Observing the users on site provides contextual inputs of the problem space. Uncovers
unspoken problems and situational scenarios that successful concepts must address.
OBSERVATION

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HOW WE USE IT
Stakeholders provide us with domain knowledge, organisational pain points and
financial objectives the initiative should address. Sets the stage for value innovation
focus areas.
STAKEHOLDER
INTERVIEWS

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ACTIVITIES
USER
INTERVIEWS
HOW WE USE IT
Capture goals, constraints and how they envision their problems to be solved.
Users are the north star for the validation process.

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HOW WE USE IT
The culmination of various synthesis activities, where the team reveal and frame the
core problems the solution will aim to solve. This is the hypothesis that concepts are
generated for and validated against.
PROBLEM
FRAMING

49. understand what is the
problem worth solving

50. Our __________ helps
___________ who want to
_____________ by ___________
and ____________ .

51. find the right solutions

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yes we know! let s find
out!

53. how might
we?

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HOW WE USE IT
Generate as many concepts as possible and get those concepts into the hands of potential users
to validate (or discredit) solution approaches.
INTERACTIVE
PROTOTYPES

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HOW WE USE IT
Uncover how a person perceives the solution before, during and after interacting with it. The
learnings from various sessions and rounds of evaluations inform the refinement and
enhancement of the solution.
USER EVALUATION

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HOW WE USE IT
During user evaluations questions are also asked to help in the prioritisation of features (eg.
Kano Model methodology). This analysis then informs the product roadmap, considering
business and technology constraints.
FEATURE
PRIORITISATION

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why?
what?
test
refine
learn
why?
UNDERSTAND

60. end of part 1
time for what and why
Elliot Yeung
Head of CX Design, Cambodia