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By Donald Lim
INTRODUCTION
Who I am and what I do
2
We help some of the world’s major brands stay ahead by designing digital
products that are strategically aligned to the bu...
4
5
DELIGHTFUL EXPERIENCES
What is it and why some products are deemed delightful
6
Objects you
interacted with
You, being
there
Where you
were
The thing you
wanted to achieve
Sensory inputs
What you
felt...
7
Not only displays a map, but it pinpoints where
you are and shows it. Move your device and
the map moves to reorient bas...
8
9
10
•  Delightful experience usually have some of
the following:
– Unexpected
– Considerate
– Meaningful to user
– Timely
Ulti...
12
STEP 1:

UNDERSTANDING CONTEXT
Because you are designing for someone for some purpose under
certain circumstances
•  visually illustrates customers’ processes,
needs, & perceptions throughout their
interaction and relationship with an
o...
14
15
PERSONA
Name, age,
profession, their
Story, worldview,
expectations, etc
GOALS
what they are trying
to achieve 

MOTIVA...
•  Experiences are complex – maps are means of
navigating this complexity
•  Maps also puts the product into context
•  Ma...
17
STEP 2:

IDEATE
Because the best ideas was build upon many…
18
What is it?
 Why use it?
A collaborative way of kick starting the
prototyping phase
To open up the thinking to the enti...
Sketch Boarding
Identify
•  Business Goals
•  Project Objectives
•  Opportunities
Persona
Use Cases
Challenges
Context of ...
Sketch Boarding
Identify
•  Business Goals
•  Project Objectives
•  Opportunities
Persona
Use Cases
Challenges
Context of ...
21
22
1.  Anyone can draw:
–  No artist required. No bonus point for superb drawing.
2.  Team Dynamics & Diversity:
–  Works wel...
24
STEP 3:

PRIORITIZE 
Because you don’t have time and money for everything…"
Yet every feature is seem to be “critical”…
25
26
Hygiene
 Performance
 Delight
Features which user expect
or assume it should naturally
be there
Featured that are consc...
Performance Factors
Customer Satisfied
Customer Dissatisfied
Basic Factors
Non-fulfillment
 High fulfillment
Delight Factors
Product
Recommendation
Email reminder based
on Behavioral Tracking
Payment Gateway
Security
Referral Program
 One Click Ch...
Performance Factors
Customer Satisfied
Customer Dissatisfied
Basic Factors
Non-fulfillment
 State of fulfillment
Delight Facto...
Feature
 H, P, D to
user?
User Benefit
 Business
Benefit
Business
Cost
Priority
Live Chat /
Support
Delight
 High
Make bette...
High Value Added
Customer Satisfied
Customer Dissatisfied
Critical
Non-fulfillment
 State of fulfillment
Highly attractive
•  Guides decision in quality strategies by prioritizing user needs
•  Useful tool for analyzing demand
•  Is user-centric...
QUESTIONS?
You may also follow me on:

 
@limdonald 
 
 
 
 
sg.linkedin.com/in/donaldlch
33
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StartingUp - Designing Delightful Experience

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Lean approach to creating great user experience.
User research does not have to be expensive and extend over a long period of time.
While company can always spend more time and budget in understanding its user, they still represent opportunity cost when there is just so many things happening in a startup. That said, starting a product without basic understanding of the users breed disaster. In this set of slides, I'll share some common techniques which allow companies to learn more about its user and design an experience that is contextual to its business and users.

Published in: Design, Technology, Education

Transcript of "StartingUp - Designing Delightful Experience"

  1. 1. By Donald Lim
  2. 2. INTRODUCTION Who I am and what I do 2
  3. 3. We help some of the world’s major brands stay ahead by designing digital products that are strategically aligned to the business goals, the users expectations appropriately leveraging digital opportunities. 3
  4. 4. 4
  5. 5. 5 DELIGHTFUL EXPERIENCES What is it and why some products are deemed delightful
  6. 6. 6 Objects you interacted with You, being there Where you were The thing you wanted to achieve Sensory inputs What you felt Things you thought Other people who were involved Things you liked Things you didn’t like Your reactions The tasks you did The steps to reach your goal
  7. 7. 7 Not only displays a map, but it pinpoints where you are and shows it. Move your device and the map moves to reorient based on which direction you are facing. Point Word Lens at a sign in a foreign language and instantly read it in your native tongue.
  8. 8. 8
  9. 9. 9
  10. 10. 10
  11. 11. •  Delightful experience usually have some of the following: – Unexpected – Considerate – Meaningful to user – Timely Ultimately, good experience solve problems 11
  12. 12. 12 STEP 1:
 UNDERSTANDING CONTEXT Because you are designing for someone for some purpose under certain circumstances
  13. 13. •  visually illustrates customers’ processes, needs, & perceptions throughout their interaction and relationship with an organization
  14. 14. 14
  15. 15. 15 PERSONA Name, age, profession, their Story, worldview, expectations, etc GOALS what they are trying to achieve MOTIVATION why are they trying to achieve those goals PHASES The phases consumer goes through. Phases can be based on existing frameworks if its relevant. e.g. AIDA model, evangelism model, hype cycle TASKS the actual things consumer did in the situation Touch points / Channels What the consumers are in contact with. It can be a place, an information channel, a particular object, etc Emotional State The emotional journey which the consumer went through OPPORTUNITIES What are the tasks that can be made better than they are right now? What are the tasks we can remove? CHALLENGES What are the tasks that are frustrating, annoying or difficult to achieve?
  16. 16. •  Experiences are complex – maps are means of navigating this complexity •  Maps also puts the product into context •  Maps help businesses decide which areas they should focus on •  Maps create empathy in designers & business stakeholders 16
  17. 17. 17 STEP 2:
 IDEATE Because the best ideas was build upon many…
  18. 18. 18 What is it? Why use it? A collaborative way of kick starting the prototyping phase To open up the thinking to the entire team and getting everyone on the same page Builds upon research done in understanding users and context, and using it generate relevant ideas To get under the skin of each Persona and make informed design decision Participants work together to generate, evaluate and refine their ideas using low fidelity technique of pen and paper To increase the number of ideas and chance of innovation through rapid iterations Sketch boarding is a tool for innovation and delight, not hygiene Hygiene factors will be should be covered by extensive and by experienced UX practitioner as they are “already out there”
  19. 19. Sketch Boarding Identify •  Business Goals •  Project Objectives •  Opportunities Persona Use Cases Challenges Context of Use Critical Success Factors Product Vision User Stories / Task Flow Sketching •  Sketch selected user stories •  Critique and identify key screens and content Iterate •  At least 2 rounds 19 Reasons Setting the Foundation Interpretation / Analysis Envisioning Structure Interface Design Evolve Framing the problem & getting on the same page (1.5 – 2hrs) Ideation
  20. 20. Sketch Boarding Identify •  Business Goals •  Project Objectives •  Opportunities Persona Use Cases Challenges Context of Use Critical Success Factors Product Vision User Stories / Task Flow Sketching •  Sketch selected user stories •  Critique and identify key screens and content Iterate •  At least 2 rounds 20 Reasons Setting the Foundation Interpretation / Analysis Envisioning Structure Interface Design Evolve Framing the problem & getting on the same page (1.5 – 2hrs) Ideation
  21. 21. 21
  22. 22. 22
  23. 23. 1.  Anyone can draw: –  No artist required. No bonus point for superb drawing. 2.  Team Dynamics & Diversity: –  Works well in low power distance, open-minded and diverse team 3.  Mindset: –  Switch from macro-thinking at the start to micro-thinking towards the end 4.  Prep work –  Every single person must do due diligence before or you’ll definitely waste a lot of time explaining 23
  24. 24. 24 STEP 3:
 PRIORITIZE Because you don’t have time and money for everything…" Yet every feature is seem to be “critical”…
  25. 25. 25
  26. 26. 26 Hygiene Performance Delight Features which user expect or assume it should naturally be there Featured that are consciously evaluated by users and is often used for comparison Features that “WOW” and deliver buzz. It is often unexpected yet meaningful Lack of it: High Dissatisfaction Done well: No Satisfaction Lack of it: High Dissatisfaction Done well: High Satisfaction Lack of it: No Dissatisfaction Done well: High Satisfaction
  27. 27. Performance Factors Customer Satisfied Customer Dissatisfied Basic Factors Non-fulfillment High fulfillment Delight Factors
  28. 28. Product Recommendation Email reminder based on Behavioral Tracking Payment Gateway Security Referral Program One Click Checkout Product Reviews Promotion Code Reward System Wishlist Live Inventory Personalized Store 3D View Product Filters Mobile Compatibility Live Chat / Support 28 Office-Zoom is building an e-commerce stationary shop that specialize in providing supplies to organization. They have 50,000+ SKUs and have the ability to delivery orders by the next day*. In 2012: Revenue - SGD 3 million Service Staff – 50 Average no of order in a day – 50 Average order value - $200 The phase 1 of the shop need to be completed in 9 months (design, build, test)
  29. 29. Performance Factors Customer Satisfied Customer Dissatisfied Basic Factors Non-fulfillment State of fulfillment Delight Factors Live Chat / Support 3D View Wishlist Product Filters Referral Program Promotion Code Mobile Compatibility Reward System Personalized Store One Click Checkout Payment Gateway Security Live Inventory Email reminder based on Behavioral Tracking Product Recommendatio Product Reviews
  30. 30. Feature H, P, D to user? User Benefit Business Benefit Business Cost Priority Live Chat / Support Delight High Make better decision High Higher conversion High Staff cost Low Mobile Compatibility Hygiene High High Low High Product Filters Hygiene High High Low High Live Inventory Performance Medium High High Medium Personalized Store Delight Medium Medium High Low 30
  31. 31. High Value Added Customer Satisfied Customer Dissatisfied Critical Non-fulfillment State of fulfillment Highly attractive
  32. 32. •  Guides decision in quality strategies by prioritizing user needs •  Useful tool for analyzing demand •  Is user-centric •  Quantifies satisfaction, making effective trade-offs easier •  For PM: Prevent scope creep •  For Designer: Help guide design decisions •  For Marketer: Sell the delight factors, people don’t need to be told of hygiene factors •  For Developer: Help ensures all hygiene factor is there before concentrating on the delight factors.
  33. 33. QUESTIONS? You may also follow me on: @limdonald sg.linkedin.com/in/donaldlch 33
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