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ARE WE PAYING ENOUGH ATTENTION TO OUR
BACK-ENDS?
UX Meet-up FEB 03INTRO
EMMANUEL FLORES
UX Meet-up FEB 03
From architecture to experience
Exploring the dynamic within the dynamic
WEFLEX
Alipay - Unionpay - Tenp...
UX Meet-up FEB 03A – UX BACKENDS
Architecture-driven UX
• Product ecosystem is becoming complex.
• User-Centred vs Archite...
Backends are deeply inspiring.And ultimately, backends are deeply inspiring.
UX Meet-up FEB 03A – UX BACKENDS
UX Meet-up FEB 03
From architecture to experience
Exploring the dynamic within the dynamic
WEFLEX
Alipay - Unionpay - Tenp...
WeFlex
• Shanghai-based startup.
• Online Platform offering fitness lessons.
• WeChat as POS.
• Product Strategy consultan...
UX Meet-up FEB 03
Suppliers Studios WeFlex
Backend
Users
A B D
C
B – WEFLEX
Service logic
UX Meet-up FEB 03
Service logic
Suppliers Studios WeFlex
Backend
Users
A B E
C
Consumer apps
E
B – WEFLEX
Move to diversif...
UX Meet-up FEB 03
Service logic
Suppliers Studios WeFlex
Backend
Users
A B D
C
Consumer apps
E
B – WEFLEX
!
UX Meet-up FEB 03
Service logic
Suppliers Studios WeFlex
Backend
Users
A B D
C
Consumer apps
E
ScaleSQL vs NoSQL
B – WEFLEX
UX Meet-up FEB 03
From architecture to experience
Exploring the dynamic within the dynamic
WEFLEX
Alipay - Unionpay - Tenp...
UX Meet-up FEB 03C – A PAYMENT ECOSYSTEM
Challenge: reach a broader audience by diversify the payment strategy.
Action: de...
A crocodile in the Yangtze: 

the Chinese revolution in payment platforms.
UX Meet-up FEB 03C – A PAYMENT ECOSYSTEM
UX Meet-up FEB 03C – A PAYMENT ECOSYSTEM
Touchpoint analysis
• Two mobile touchpoints, one backend.
• AliPay, UnionPay, Te...
UX Meet-up FEB 03C – A PAYMENT ECOSYSTEM
Touchpoint analysis
• I chat with the user.
• I am social.
• I use TenPay.
• I am...
UX Challenge:
Fundamental UI and UX limitations.
Advantages:
- Platform with a strong social
penetration.
- It is a conten...
Impact in UX:
- Integrate payment and social
platforms.
- Deliver inspirational material.
- Native information architectur...
WeFlex becomes more accessible for our users. Segment DOC (data,
offering, content)
Exploring the dynamic within the dynamic
WEFLEX
Alipay - Unionpay - Tenpay
A PAYMENT ECOSYSTEM
Looking behind your back
TA...
Challenge: improve the offering by profiling better the lessons (type, hour, location).
Action: research suppliers and dete...
UX Meet-up FEB 03
Suppliers Studios WeFlex
Backend
Users
A B D
C
B – WEFLEX
!
Verticals
Questions:
Do we really understand...
• No dashboard but terminal.
• Match purchases with the
supply.
• We encounter irregular
patterns in the submission,
sched...
Studio Size: medium
size studio, 5 coaches[ ]
[Product
]
Xue Fay | Flyoga
[
[
Main challenges: membership
management, appointments, release
information about the courses, the
booking and cancellin...
Our conversation with the studios was a strategical and operational success. Studio
owners loved the effort we made to und...
Studios are willing to pay a CRM subscription and allow us to have an
opinion on the profiling of the lessons.
Knowing why, where and how to allocate the lessons into the market will have
an important impact on the WeFlex brand aware...
Studios become distributors, Point of Sale and clients at the same time.
WeFlex acquires a new revenue channel.
Exploring the dynamic within the dynamic
WEFLEX
Alipay - Unionpay - Tenpay
A PAYMENT ECOSYSTEM
Looking behind your back
TA...
Challenge: prepare WeFlex to migrate their service offering to different cities.
Action: Framework operations and optimise...
Expect growth
• 1000 studios with 300,000 - 500,000 users.
• Unveil opportunities in 2nd and 3rd tier cities.
• China 13.5...
Shanghai
Go west! Strategy
Chinese market is uneven. 

Structure your business, brand and
experience models in order to op...
Hong Kong
Hangzhou
Nanjing
Tianjin
Beijing Dalian
Chongqing
Chengdu
Go west! Strategy
Chinese market is uneven. 

Structur...
UX Meet-up FEB 03E – UPSCALING
RESTful API
Transaction API Authentication 3rd Party API
API Wrapper
Client logic
Browser A...
Migrate the WeFlex brand experience by understating your essentials
and those of your market needs.
• A product is a system and an ecosystem.
• What is implemented in the backend emerges in the
experience.
• Organic is goo...
Thank you. And happy new year.
UX Meet-up FEB 03THANK YOU
EMMANUEL FLORES
UX Backends
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UX Backends

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Are we paying enough attention to our backends?

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UX Backends

  1. 1. ARE WE PAYING ENOUGH ATTENTION TO OUR BACK-ENDS? UX Meet-up FEB 03INTRO EMMANUEL FLORES
  2. 2. UX Meet-up FEB 03 From architecture to experience Exploring the dynamic within the dynamic WEFLEX Alipay - Unionpay - Tenpay A PAYMENT ECOSYSTEM Looking behind your back TARGET THE VERTICALS Migrating to the west UPSCALING A B C D E UX BACKENDS
  3. 3. UX Meet-up FEB 03A – UX BACKENDS Architecture-driven UX • Product ecosystem is becoming complex. • User-Centred vs Architecture-Centred? • Architecture emerges in the PBB.
  4. 4. Backends are deeply inspiring.And ultimately, backends are deeply inspiring. UX Meet-up FEB 03A – UX BACKENDS
  5. 5. UX Meet-up FEB 03 From architecture to experience Exploring the dynamic within the dynamic WEFLEX Alipay - Unionpay - Tenpay A PAYMENT ECOSYSTEM Looking behind your back TARGET THE VERTICALS Migrating to the west UPSCALING A B C D E UX BACKENDS
  6. 6. WeFlex • Shanghai-based startup. • Online Platform offering fitness lessons. • WeChat as POS. • Product Strategy consultant. • Since October 2015 (November).
  7. 7. UX Meet-up FEB 03 Suppliers Studios WeFlex Backend Users A B D C B – WEFLEX Service logic
  8. 8. UX Meet-up FEB 03 Service logic Suppliers Studios WeFlex Backend Users A B E C Consumer apps E B – WEFLEX Move to diversify payment methods
  9. 9. UX Meet-up FEB 03 Service logic Suppliers Studios WeFlex Backend Users A B D C Consumer apps E B – WEFLEX !
  10. 10. UX Meet-up FEB 03 Service logic Suppliers Studios WeFlex Backend Users A B D C Consumer apps E ScaleSQL vs NoSQL B – WEFLEX
  11. 11. UX Meet-up FEB 03 From architecture to experience Exploring the dynamic within the dynamic WEFLEX Alipay - Unionpay - Tenpay A PAYMENT ECOSYSTEM Looking behind your back TARGET THE VERTICALS Migrating to the west UPSCALING A B C D E UX BACKENDS
  12. 12. UX Meet-up FEB 03C – A PAYMENT ECOSYSTEM Challenge: reach a broader audience by diversify the payment strategy. Action: develop a native mobile solution. Adapt your backend accordingly.
  13. 13. A crocodile in the Yangtze: 
 the Chinese revolution in payment platforms. UX Meet-up FEB 03C – A PAYMENT ECOSYSTEM
  14. 14. UX Meet-up FEB 03C – A PAYMENT ECOSYSTEM Touchpoint analysis • Two mobile touchpoints, one backend. • AliPay, UnionPay, TenPay backend logic. • O2O. • Platform analysis: iOS vs Android vs others. • Avoid cannibalisation by segmenting of content and lessons on the backend. • Security architecture.
  15. 15. UX Meet-up FEB 03C – A PAYMENT ECOSYSTEM Touchpoint analysis • I chat with the user. • I am social. • I use TenPay. • I am multiplatform. • I relay on Tencent. • I inspire the user. • I am personal. • I am a payment ecosystem. • What OS do you use? • I can host my own data-driven 
 services Guys, what do you need? I will prepare it for you. I am secure and fast.
  16. 16. UX Challenge: Fundamental UI and UX limitations. Advantages: - Platform with a strong social penetration. - It is a content marketing heaven. - Direct engagement with the users. - Good for CRM.
  17. 17. Impact in UX: - Integrate payment and social platforms. - Deliver inspirational material. - Native information architecture. - Make the app part of an organic ecosystem.
  18. 18. WeFlex becomes more accessible for our users. Segment DOC (data, offering, content)
  19. 19. Exploring the dynamic within the dynamic WEFLEX Alipay - Unionpay - Tenpay A PAYMENT ECOSYSTEM Looking behind your back TARGET THE VERTICALS Migrating to the west UPSCALING A B C D E UX Meet-up FEB 03 From architecture to experience UX BACKENDS
  20. 20. Challenge: improve the offering by profiling better the lessons (type, hour, location). Action: research suppliers and detect opportunities.
  21. 21. UX Meet-up FEB 03 Suppliers Studios WeFlex Backend Users A B D C B – WEFLEX ! Verticals Questions: Do we really understand our verticals? Can we improve our service and revenue by understanding them better?
  22. 22. • No dashboard but terminal. • Match purchases with the supply. • We encounter irregular patterns in the submission, scheduling and purchase of the lessons. Booking seemed to be fragmented. • CRM solution? Exploring our verticals
  23. 23. Studio Size: medium size studio, 5 coaches[ ] [Product ] Xue Fay | Flyoga
  24. 24. [ [ Main challenges: membership management, appointments, release information about the courses, the booking and cancelling process. ] Management tools: Excel, spreadsheets - San Ti Yun Dong ( ), MindBody. ]
  25. 25. Our conversation with the studios was a strategical and operational success. Studio owners loved the effort we made to understand their passions and challenges. They felt valued.
  26. 26. Studios are willing to pay a CRM subscription and allow us to have an opinion on the profiling of the lessons.
  27. 27. Knowing why, where and how to allocate the lessons into the market will have an important impact on the WeFlex brand awareness and business model.
  28. 28. Studios become distributors, Point of Sale and clients at the same time. WeFlex acquires a new revenue channel.
  29. 29. Exploring the dynamic within the dynamic WEFLEX Alipay - Unionpay - Tenpay A PAYMENT ECOSYSTEM Looking behind your back TARGET THE VERTICALS Migrating to the west UPSCALING A B C D E UX Meet-up FEB 03 From architecture to experience UX BACKENDS
  30. 30. Challenge: prepare WeFlex to migrate their service offering to different cities. Action: Framework operations and optimise the backend.
  31. 31. Expect growth • 1000 studios with 300,000 - 500,000 users. • Unveil opportunities in 2nd and 3rd tier cities. • China 13.5 governance. • Database strategy.
  32. 32. Shanghai Go west! Strategy Chinese market is uneven. 
 Structure your business, brand and experience models in order to optimise scaling and localisation. Generate a Framework (BPMN). UX Meet-up FEB 03C – A PAYMENT ECOSYSTEM
  33. 33. Hong Kong Hangzhou Nanjing Tianjin Beijing Dalian Chongqing Chengdu Go west! Strategy Chinese market is uneven. 
 Structure your business, brand and experience models in order to optimise scaling and localisation. Generate a Framework (BPMN). Guangzhou Shenzhen Hefei Xiamen Changchun Harbin UX Meet-up FEB 03C – A PAYMENT ECOSYSTEM Shanghai
  34. 34. UX Meet-up FEB 03E – UPSCALING RESTful API Transaction API Authentication 3rd Party API API Wrapper Client logic Browser App Database (MongoDB/PostgreSQL) Persistency ClientServer Scalable backend • Prepare to handle the growth in users. • Timing fundamental for the UX. • Forecast new services by planning ahead.
  35. 35. Migrate the WeFlex brand experience by understating your essentials and those of your market needs.
  36. 36. • A product is a system and an ecosystem. • What is implemented in the backend emerges in the experience. • Organic is good. Take away
  37. 37. Thank you. And happy new year. UX Meet-up FEB 03THANK YOU EMMANUEL FLORES

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