UX Myths - Brownbag session at GDP Venture

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User Experience (UX) has become a buzzword in today’s tech scene. It is said to be the future, yet it is on top of the list of jobs that are impossible to explain to your parents. But what UX really is? In this session, I will share some of the most commonly known UX myths and explain why they don’t hold true. I will share case studies from my past experience, the success stories and the failures, and why organizations need to pay attention to it.

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UX Myths - Brownbag session at GDP Venture

  1. UXMYTHS ANDWHYWESHOULDPAYATTENTION KETUT SULISTYAWATI, PHD @tyawati 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
  2. 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION HELLO! I’MSULIS 2 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
  3. 5/2/14 32014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION THEERAOFABUNDANCEANDAUTOMATION Today we have a lot more choices And they are faster, better, cheaper than before
  4. 5/2/14 42014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION We are moving towards the Experience Economy http://goo.gl/H7LyCa
  5. 5/2/14 52014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION COMMODITY Coffee beans 75 cents / pound $0.01 – $0.02 per cup Roasted, grinded, packaged, sold in a grocery store $0.05 – $0.25 per cup Brewed and served $0.5 – $1 per cup The same coffee in Starbucks $2 – $5 per cup GOODS SERVICES EXPERIENCE
  6. http://goo.gl/IWxvA7
  7. http://goo.gl/LSCrMn
  8. 5/2/14 WHATISUX? 8
  9. 5/2/14 UX=UI 9 UX MYTH #1
  10. 5/2/14 10 http://goo.gl/H7LyCa 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
  11. 11 UI is just one aspect that contributes to the experience
  12. 5/2/14 122014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION www.uxisnotui.com The various UX roles that a person can fulfill are plentiful. Some are whole jobs, some whole careers, others are tactical roles we all move in and out of.
  13. 5/2/14 UXISFORDIGITAL 13 UX MYTH #2
  14. 5/2/14 UXENDSONCEUSERSLEAVETHEWEB 20 UX MYTH #3
  15. EXPERIENCEINTHEWEBSITE 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION 215/2/14
  16. 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION 225/2/14 What happen before they land on the website?
  17. 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION 235/2/14 What happen after they leave the website?
  18. 5/2/14 YOUARELIKEYOURUSERS 24 UX MYTH #4
  19. 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION “YOUARENOTTHEUSER NEITHERISYOURBOSS” When designing, it’s easy to assume that everybody is like you. You know a lot about your services and your website. But sometimes, knowing too much can backfire. It is difficult to unlearn what you know. Stop seeing inside-out, start involving your users and get fresh outside-in perspectives. 255/2/14 Jessyca Frederick Director of Product Management, ThisNext
  20. 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION 265/2/14 TASK: You saw your friend’s Lenovo phone and now you are considering to buy one for yourself. Please try to buy it.
  21. 5/2/14 USERSALWAYSKNOWWHATTHEYWANT 27 UX MYTH #5
  22. 5/2/14 Asking people what they want won’t always reveal the products they do want. People can make confident but false predictions about their future behavior, especially when presented with a new and unfamiliar design. www.uxmyths.com 282014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
  23. 5/2/14 292014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
  24. 5/2/14 UXISALLABOUTUSERS 30 UX MYTH #6
  25. WECREATEBALANCE 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION 31 PEOPLE (desirability) BUSINESS (viability) TECHNOLOGY (feasibility) EXPERIENCE INNOVATION
  26. 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION 325/2/14 http://mashable.com/2013/10/30/ux-myths/ Most people only see vanilla UX, the tactical, visible / client facing part. Hardcore UX begins with tactical, organizational activities. Big gains start coming when an organization leverages design-thinking and a user experience mindset in their culture.
  27. 5/2/14 UXISONEMAN’SRESPONSIBILITY 33 UX MYTH #7
  28. 5/2/14 UXISEVERYONE’SRESPONSIBILITY 34 A customer’s experience is affected by the whole story: brand, campaigns, websites, store design, packaging, product design, interaction design, customer support, user community, disposal / replacement. It’s absurd to think that one person can design all of this. Good UX design requires everyone in the team to understand the users, and do their part of the job to deliver experiences to the users in an orchestrated manner. 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
  29. 5/2/14 UXISASTEPINTHEPROCESS 35 UX MYTH #8
  30. 5/2/14 HOWDOESUXFITINTHEDEVELOPMENTPROCESS? 36 Research Define Design Develop Many think that user experience design is confined to sketching the interfaces. However, UX design is a much broader process that - ideally - starts at the strategy level and affects the whole lifecycle of a project or a business. 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
  31. 5/2/14 HOWDOESUXFITINTHEDEVELOPMENTPROCESS? 37 •  Business goals •  User needs •  Technical capabilities •  Competitors •  Personas •  Scenarios •  User journey •  Requirements •  Concepts •  Information Architecture •  Sketches & wireframes •  Content strategy •  Review prototype •  Test with users •  Iterate Research Define Design Develop 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
  32. 5/2/14 38 Research Define Design Develop Stakeholder research to understand business goals and internal capabilities User research Competitor analysis 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
  33. 5/2/14 39 Create personas and scenarios Derive requirements Analyze workflows & define user journey Develop concepts Research Define Design Develop 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
  34. 5/2/14 40 Structure the Information Architecture Sketch the user interface Define the content strategy Provide input to visual design Research Define Design Develop 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
  35. 5/2/14 41 Develop low fidelity / high fidelity prototype Review prototype Conduct usability testing Iterate design & finalize design details Research Define Design Develop 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
  36. 5/2/14 THISAPPLIESTOALMOSTANYTYPEOFUXWORK, WITHAVARYINGDEGREEOFINTENSITY 422014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
  37. 5/2/14 TAKEAWAYS 43
  38. DEBUNKTHEUXMYTHS 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION 445/2/14 1. Move beyond UI, think holistic User Experience 2. Consider all touch points, not just the digital 3. Think holistic and connected experience journey 4. Involve users in your process 5. Derive insights, don’t just take what users say they want 6. Balance user needs, business, and technology 7. Involve stakeholders who directly / indirectly influence the experience 8. Embed UX thinking throughout the development process
  39. 5/2/14 UXCOMMUNITY 45 ONE LAST THING
  40. 5/2/14 UXCOMMUNITYININDONESIA 46 UX Indonesia
  41. 5/2/14 UXID2014CONFERENCE–WWW.UXINDONESIA.ORG 47
  42. THANKYOU KETUT SULISTYAWATI, PHD www.somiaconsulting.com @tyawati 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION 48

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