First presented at Growth Hacking Asia - Thailand monthly meetup on Sep 25, 2015 at The Hive, Bangkok. The presentation aims to give an idea of what UX really is and how it (should) differ from UI. Not that hiring someone for both UX/UI is wrong but if the concept of UX & UI is clearly understood, it would make more sense to have different people do UX & UI. Source:

1. UX is not UIAn Introduction to UX
Pithan Rojanawong | Growth Hacking Asia
Sep 25, 2015

3. So what is UX (and UI)?
Why UX?
Real world example
UX is not UI by Pithan Rojanawong | Growth Hacking Asia | Sep 25, 2015

4. UX is not UI by Pithan Rojanawong | Growth Hacking Asia | Sep 25, 2015
UI design is not
the solution

5. UX is not UI by Pithan Rojanawong | Growth Hacking Asia | Sep 25, 2015
UX reframe this question
“What do we want to make?”
instead, ask
“What do we want to achieve?”

6. UX is not UI by Pithan Rojanawong | Growth Hacking Asia | Sep 25, 2015
Business goals
Satisfied customers・Engaged prospects・Smarter and
more relevant content・Seamless usability・Improved
engagement・Social shares・Word-of-mouth marketing・
Brand recognition・Conversions・E-Commerce sales

7. UX is not UI by Pithan Rojanawong | Growth Hacking Asia | Sep 25, 2015
This is the user interface of a website
Krungthai-AXA Life Insurance Website

8. UX is not UI by Pithan Rojanawong | Growth Hacking Asia | Sep 25, 2015
UX needs to ask why?
…and find the answers with data

9. UX is not UI by Pithan Rojanawong | Growth Hacking Asia | Sep 25, 2015
UI User Interface
UX User Experience
How people interact with websites/mobile apps/products
How they feel while they’re using them

10. UX is not UI by Pithan Rojanawong | Growth Hacking Asia | Sep 25, 2015
UI User Interface
UX User Experience
How people interact with websites/mobile apps/products
How they feel while they’re using them
Technical
Emotional

11. UX is not UI by Pithan Rojanawong | Growth Hacking Asia | Sep 25, 2015
What does UX expert do

12. A senior UX role could be responsible
for user research, tests, coordinating
between product owners, stakeholders,
developers, designers
without touching UI design or even have the
skills to
UX is not UI by Pithan Rojanawong | Growth Hacking Asia | Sep 25, 2015

13. So What does UX
actually mean?
UX is not UI by Pithan Rojanawong | Growth Hacking Asia | Sep 25, 2015

14. UX is not UI by Pithan Rojanawong | Growth Hacking Asia | Sep 25, 2015
User research・User interviewing・Gathering statistics・
Personas・Information architecture・Creating wireframes・
Prototyping・Usability・User interface・Visual design・
Interaction design・Content strategy・Accessibility・Working
closely with developers・Communication with stakeholders

15. UX is not UI by Pithan Rojanawong | Growth Hacking Asia | Sep 25, 2015
User research・User interviewing・Gathering statistics・
Personas・Information architecture・Creating wireframes・
Prototyping・Usability・User interface・Visual design・
Interaction design・Content strategy・Accessibility・Working
closely with developers・Communication with stakeholders

16. UX is not UI by Pithan Rojanawong | Growth Hacking Asia | Sep 25, 2015
UI is an important
(and big) part of UX

17. UX is not UI by Pithan Rojanawong | Growth Hacking Asia | Sep 25, 2015
Via: asinthecity.com

18. UX is not UI by Pithan Rojanawong | Growth Hacking Asia | Sep 25, 2015
A skillful UX designer will focus
on the users by getting to know
who they are, what they want,
identify problems, and try to
solve the problems

19. UX is not UI by Pithan Rojanawong | Growth Hacking Asia | Sep 25, 2015
A skillful UI designer will use
insights to design and develop
user interface that will help
solve the problems

20. UX is not UI by Pithan Rojanawong | Growth Hacking Asia | Sep 25, 2015
Identify problems
User stories
Experiments
Information architecture
Wireframes
UI design
Mock-ups
Prototypes
Production
UX
UI

21. UX is not UI by Pithan Rojanawong | Growth Hacking Asia | Sep 25, 2015
UX at Krungthai-AXA Life

22. UX is not UI by Pithan Rojanawong | Growth Hacking Asia | Sep 25, 2015
UX Designer
Product Owner
Developer
UI Designer
ActuaryContent Specialist
Business AnalystProject Manager

23. UX is not UI by Pithan Rojanawong | Growth Hacking Asia | Sep 25, 2015
So, what is UX?

24. UX is not UI by Pithan Rojanawong | Growth Hacking Asia | Sep 25, 2015
UX design is a strategic process
aims to create a product (or
website/mobile app) that users will
find easy to use, and quickly
understand.

25. UX is not UI by Pithan Rojanawong | Growth Hacking Asia | Sep 25, 2015
UX Fundamentals Workshop
OCT 31, 2015
• Analyzing user data & creating personas
• Logic & content
• Content strategy
• Information architecture
• Design for multi device
• Wireframe & prototyping
• Usability testing
• Tools for UX design
Contact Growth Hacking Asia

26. Thank You
Source: Presentations on UX vs UI by Bruno Mendes,
Nicolas Demange,
and Centerline Digital
UX is not UI by Pithan Rojanawong | Growth Hacking Asia | Sep 25, 2015