Good UX: Key Ingredients - a talk presented at GMIC Jakarta, 11 August 2015. Good UX = Empathy + Iteration

1. GOODUX:KEYINGREDIENTS
Ketut Sulistyawati
@tyawati @somiacx
2015 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
MOBILE

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HELLO! I’MSULIS
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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WHYUX?
WHYNOW?
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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?

10. 10
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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WHATISUX?
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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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image source: http://goo.gl/JaOIQe

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image source: http://goo.gl/hLtESP

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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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KEYINGREDIENTS
TOGOODUX
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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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image source: http://goo.gl/8D6hzT

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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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SPOTTINGUXTALENT
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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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WHOSHOULDBEYOURFIRSTHIRE
ASUXEVANGELIST?
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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.

45. THANKYOU
KETUT SULISTYAWATI
@tyawati @somiacx
2015 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION 49