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The Key Ingredients of Good (Mobile) UX

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MOBILE GOOD UX : KEY INGREDIENTS Ketut Sulistyawati @tyawati @somiacx 2015 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION


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HELLO! I’M SULIS Who Am I? I previously worked at •  Customer Experience consultant •  •  Bachelor in product design - NTU, Singapore PhD in Human Factors – NTU, Singapore 2015 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION 8/12/15 Hewlett-Packard Global Design Studio •  •  Lived in Singapore for 12 years Dell Experience Design Group, Singapore •  •  Indonesian – Balinese ;) Reading Room, Singapore Now at Somia Customer Experience, Indonesia 2


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WHY UX? WHY NOW? 8/12/15 3


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2015 SOMIA CUSTOMER EXPERIENCE 8/12/15 4


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2015 SOMIA CUSTOMER EXPERIENCE 8/12/15 5


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People have abundance of choices. People are lazy. Attention is expensive. 6


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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? 7


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Awareness For every conversion step, there is a possibility that the customer will drop off Consider Sign Up First Use Continue Using 8 Advocate


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WHAT CAUSES THE DROP OFF? 9


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I don’t understand what this product is for I got bored I’m confused how to use this product The sign up process is too troublesome 10 I don’t know what I should do next


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WHAT IS UX? 8/12/15 11


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USER EXPERIENCE What the user feels when interacting with the system 2015 SOMIA CUSTOMER EXPERIENCE 8/12/15 12


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the user interface 2015 SOMIA CUSTOMER EXPERIENCE 8/12/15 13 image source: http://goo.gl/7N45YQ


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context, context, context 2015 SOMIA CUSTOMER EXPERIENCE 8/12/15 14


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2015 SOMIA CUSTOMER EXPERIENCE 8/12/15 15 image source: https://goo.gl/wgoyV8


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2015 SOMIA CUSTOMER EXPERIENCE 8/12/15 16 image source: http://goo.gl/Dr3aFn


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2015 SOMIA CUSTOMER EXPERIENCE 8/12/15 17 image source: http://goo.gl/Dr3aFn image source: http://goo.gl/JaOIQe


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2015 SOMIA CUSTOMER EXPERIENCE 8/12/15 18 image source: http://goo.gl/Dr3aFn image source: http://goo.gl/hLtESP


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I like the way the product looks and feels I am able to use it easily It is useful to me, it meets my needs 2015 SOMIA CUSTOMER EXPERIENCE 8/12/15 19 image source: http://goo.gl/77Aw4y


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UX comes from within, not just a slap on cosmetic 2015 SOMIA CUSTOMER EXPERIENCE 8/12/15 20


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KEY INGREDIENTS TO GOOD UX 8/12/15 21


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EMPATHY + ITERATION 8/12/15 22


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EMPATHY the ability to understand and share the feelings of another 2015 SOMIA CUSTOMER EXPERIENCE. 8/12/15 23 image source: https://goo.gl/Ov5mUY


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2015 SOMIA CUSTOMER EXPERIENCE 8/12/15 24 image source: http://goo.gl/8D6hzT


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2015 SOMIA CUSTOMER EXPERIENCE 8/12/15 28


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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 2015 SOMIA CUSTOMER EXPERIENCE. 8/12/15 30


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EMPATHY + ITERATION 8/12/15 31


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DESIGN PROTOTYPE TEST 2015 SOMIA CUSTOMER EXPERIENCE 8/12/15 32 image source: http://goo.gl/P4y616


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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 2015 SOMIA CUSTOMER EXPERIENCE 8/12/15 33


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2015 SOMIA CUSTOMER EXPERIENCE 8/12/15 34


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2015 SOMIA CUSTOMER EXPERIENCE 8/12/15 35


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2015 SOMIA CUSTOMER EXPERIENCE 8/12/15 38


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2015 SOMIA CUSTOMER EXPERIENCE 8/12/15 39


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ITERATION Prototype early Explore different solutions Fail early, fail often Get feedback and repeat Improve continuously 2015 SOMIA CUSTOMER EXPERIENCE. 8/12/15 40


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2015 SOMIA CUSTOMER EXPERIENCE 8/12/15 41 image source: http://goo.gl/dYidzp


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SPOTTING UX TALENT 8/12/15 42


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2015 SOMIA CUSTOMER EXPERIENCE 8/12/15 43


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DESIGN PROTOTYPE TEST EMPATHY 2015 SOMIA CUSTOMER EXPERIENCE. 8/12/15 + 44 ITERATION


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DESIGN PROTOTYPE TEST Problem solver, hands on Open to feedback Don’t feel satisfied easily Care & curious to understand why Not self centered Able to stand in other’s shoes 2015 SOMIA CUSTOMER EXPERIENCE. 8/12/15 45


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WHO SHOULD BE YOUR FIRST HIRE AS UX EVANGELIST? 8/12/15 46


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YOU! 2015 SOMIA CUSTOMER EXPERIENCE 8/12/15 47


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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. 2015 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION 8/12/15 48


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THANK YOU KETUT SULISTYAWATI @tyawati @somiacx 2015 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION 49


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