[DevDay2019] Why you'll lose without UX Design - By Szilard Toth, CTO at e·pilot & Nicolas Python at KLARA Business AG

DevDay.org
DevDay.orgDevDay.org
Why you’ll lose
without UX Design
Szilard Toth & Nicolas Python
AAVN DevDay Da Nang 2019
Who are we and how did we meet?
AAVN DevDay Da Nang 2019
Szilard Toth
CTO & cofounder
e· pilot GmbH
Nicolas Python
Head of Design
KLARA Business AG
Who are we and how did we meet?
AAVN DevDay Da Nang 2019
Szilard Toth
CTO & cofounder
e· pilot GmbH
Nicolas Python
Head of Design
KLARA Business AG
AAVN DevDay Da Nang 2019
e· pilot & KLARA are
both design driven
companies.
Why should we know anything about this topic?
AAVN DevDay Da Nang 2019
Something to clarify
UIUX =
Source: https://www.mckinsey.com/business-functions/mckinsey-design/our-insights/the-business-value-of-design
Why did we chose to have a design driven
approach?
Source: https://www.mckinsey.com/business-functions/mckinsey-design/our-insights/the-business-value-of-design
Total revenue is
double of the
competition.
Why did we chose to have a design driven
approach?
Source: https://www.siliconrepublic.com/business/good-ux-design-infographic
68% 62%
89%44%
Of users leave your
product, because of bad
UX Design
Of customers base future
purchases on past
Experience
Of users begin doing
business with competitor
after bad User
Experience
Of online shoppers will
tell their friends about a
bad User Experience
Why is that the case?
Source: https://www.fastcompany.com/1147825/300-million-continue-button
https://econsultancy.com/blog/9790-slow-loading-websites-cost-retailers-1-73bn-in-lost-sales-each-year
+
300’000’000.00
$-
2’400’000’000.00
$
Amazon increased revenues by 300m USD by
improving their checkout process
Sales lost by retailers because of slow loading
times on their websites
What does that mean in numbers?
Let’s take a look at
really bad UX
Design.
Los Angeles parking signs
Side by side urinals
Elevator buttons
Three Mile Island
nuclear accident
Enough about bad UX,
what about the great
ones?
UBER -
revolutionized
transit
Waiting for a taxi on a rainy day
Tapping a button to travel across the city
Apple -
revolutionized
communication
High-end smartphones in 2007
A complete new way to interact with your phone
Netflix -
revolutionized
entertainment
Trying to find a movie in your DVD store
Browse you favorite films online. With suggestions.
Now UX in an engineering environment.
Engineered in Ho Chi Minh City
Vietnam.
KLARA solves this problem:
Employee
Supplier
Customer
Your
business
Governmen
t
Insurance
KLARA solves this problem:
Employee
Supplier
Customer
Accountin
g
Governmen
t
Insurance
Your
business
And this is what it looked like
Not anymore
This is what it looks like now…
What happened?
What happened?
obviously design
happened.
But what does that
mean?
Let’s look at our engineering process before
design happened.
Business
analyst
Stake-
holder
s
Product
owner
Engineer
?
!
Let’s look at our engineering process before
design happened.
That’s exactly what happened here
What is the problem?
Business
analyst
Stake-
holder
s
Product
owner
Engineer
? ?
??
What is the problem?
The users’ needs are
just assumptions
You know if it works, after the
implementation. Superexpensive
experiment!
Alessi juicy salif
Introducing design into the process
Business
analyst
Stakeholders
Product
owner
EngineerDesigners Clickable
prototype
Introducing design into the process
Business
analyst
Stakeholders
EngineerDesigners Clickable
prototype
Product
owner
Introducing design into the process
Business
analyst
Stakeholders
EngineerDesigners Clickable
prototype
Product
owner
That’s what the users told us to do
Prototype example with
Adobe XD
Prototype example with InVision
How UX design creates value
Faster, better decisions
because of visuality.
The user is part of the
solution.
You can test the solution
before you build it.
Cheaper, faster, better.
Guess what. We’re
not the only ones
who know the
importance of
design.
Designers in modern engineering environments
1:25 1:72
1:11 1:10
201
2
Designers in modern engineering environments
1:9 1:8
1:8 1:6
1:8
1:5
201
7
Why you’ll lose
without UX Design.
Why you’ll lose without UX Design.
As an engineer
You might lose
your job.
Why you’ll win with UX Design.
As an engineer
You’ll be a key player
in your company
Why you’ll lose without UX Design.
As a startup
You might build
something nobody
needs.
Why you’ll win with UX Design.
As a startup
You solve the right
problems and raise
more money.
Why you’ll lose without UX Design.
As a company
You’ll build more
expensive, slower
and worse
solutions.
Why you’ll win with UX Design.
As a company
You’ll build products
faster.
Products that your
users actually want.
Design is more
than a feeling: it
is a CEO-level
priority for growth
and long-term
performance.
And that’s why
you’ll lose
without UX
Design.
Thanks for
listening.
s.toth@epilot.cloud nicolas.python@klara.ch
Meet us later.
1 of 59

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