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Serendipity		
	UX	&	Digital	Marke4ng	
AUDREY	ANG
Hi	there,	my	name	is	Audrey	Ang	and	I	am	an	experienced	Digital	Marketer	&	a	2-=me	startup	
founder	with	UX	skills.	I	have...
UX	Propels	The	Business	Forward	To	Product	Market	Fit			
Having	launched	2	startups.	I	have	learnt	the	importance	of	good	...
The	Double	Diamond	Approach	To	UX	&	Business	
Challenges	&	Opportuni=es	
My	approach	to	any	brief	is	to	take	a	step	back	a...
Compe==ve	Analysis	For	Design	&	Business	Implica=ons	
Conduc=ng	detailed	compe==ve	analysis	provides	an	opportunity	to	det...
I	look	at	web	analy=cs	to	understand	the	traffic	performance	of	the	brand	and	also	its	compe=tors	to	guide	
design	and	busin...
Screener	Surveys	Spark	High	Level	Trends	&	Insights	
Screener	surveys	forms	an	ini=al	step	to	screen	out	face-to-face	inte...
User	Interview	Is	An	Art	Form	
Interviewing	users	in	a	neutral	way	is	essen=al	to	uncover	insights	that	are	not	biased.	I‘...
Affinity	Mapping	Shows	Trends	&	Design	Implica=ons		
Affinity	mapping	based	on	the	face-to-face	interviews.	First,	I	place	the...
Personas	Are	Mapped	With	Product	Features	
With	affinity	mapping,	we	can	see	trends	and	start	developing	personas.		And	each...
Open	&	Closed	Card	Sor=ng	-	Informa=on	Architecture	
Open	&	Closed	Card	Sor=ng	exercise	is	used	to	redesign	the	naviga=on	...
Use	Google	Keyword	Planner	to	Refine	Content	Strategy	
To	supplement	open	and	closed	card	sor=ng,	we	can	look	into	Google	K...
Heuris=c	Evalua=on	to	Check	the	Usability	of	Site		
Used	Nielsen	Norman’s	10	Usability	Heuris=cs	on	foodpanda	to	quickly	u...
Task	Analysis	to	Understand	Compe=tors	&	Aids	in	Design	
Looking	at	Site	Analy=cs	performance	and	poten=ally	checking	back...
Sketching,	Storyboarding	&	Paper	Prototyping	–	Quick	
Methods	to	Test	Ideas	
Low	fidelity	sketching	and	paper	prototyping	q...
Features	Priori=za=on	Based	on	Users’	Needs	Aligning	it	
with	Business	&	Technical	Constraints	
The	best	way	to	launch	new...
Wireframes	
Wireframes	are	created	for	all	stakeholders	to	understand	how	the	site	or	webpage	is	put	
together	before	any	...
Itera=ve	Flow	Diagrams	to	Improve	User	Experience		
One	of	the	fastest	way	to	look	at	improving	user	experience	is	to	map	...
Rapid	Prototyping,	Usability	Test	&	Con=nuous	Itera=ons	
Task-	based	usability	test	can	be	a	fast	way	to	rapidly	prototype...
UX	with	Digital	Marke=ng	–	A	Pleasant	Surprise	
Launching	a	product	without	understanding	users’	needs	is	like	building	a	...
LET’S	WORK	TOGETHER.	
audreyux@gmail.com	
linkedin.com/in/audreyang	
	
AUDREY	ANG
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Serendipity with UX & Digital Marketing

With UX, I want to deliver web and mobile experiences that combine listening to users’ needs with the business mindset of a startup founder and the execution know-how of a Digital Marketer.

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Serendipity with UX & Digital Marketing

  1. 1. Serendipity UX & Digital Marke4ng AUDREY ANG
  2. 2. Hi there, my name is Audrey Ang and I am an experienced Digital Marketer & a 2-=me startup founder with UX skills. I have worked on global brands like Disney, Dell, eBay and have co-founded brands like PagePink in Singapore and TAMP in Thailand. With UX, I want to deliver web and mobile experiences that combine listening to users’ needs with the business mindset of a startup founder and the execu=on know-how of a Digital Marketer. MY STORY SERENDIPITY - 1
  3. 3. UX Propels The Business Forward To Product Market Fit Having launched 2 startups. I have learnt the importance of good product market fit for a business to be viable. UX speeds up and narrows the gap between business’ needs and users’ needs. UX THE PROPELLER SERENDIPITY - 2
  4. 4. The Double Diamond Approach To UX & Business Challenges & Opportuni=es My approach to any brief is to take a step back and have a holis=c understanding of the business, learning from the stakeholders, users and even customers of the users if any. As much as I love a linear process to a solu=on… some=mes great work can be developed in a non linear fashion. I think with any new business challenge, be open- minded and not jump into the solu=on or be too aXached to the solu=on before fully researching and understanding the business, its compe=tors and its users. And always be ready to rinse and repeat. THE APPROACH SERENDIPITY - 3
  5. 5. Compe==ve Analysis For Design & Business Implica=ons Conduc=ng detailed compe==ve analysis provides an opportunity to determine whether a product is focused and providing value to users. A check on product market fit. A clear understanding of where the business aims to head towards also helps in refining the design strategy. RESEARCH SERENDIPITY - 4
  6. 6. I look at web analy=cs to understand the traffic performance of the brand and also its compe=tors to guide design and business decisions. Using free online tools to access the compe=tors’ site traffic performance (many think it is only vanity metrics) & may not tell the full story but it can act as a guide to the UX & design strategy. Data Analy=cs To Uncover Insights & Trends RESEARCH SERENDIPITY - 5
  7. 7. Screener Surveys Spark High Level Trends & Insights Screener surveys forms an ini=al step to screen out face-to-face interviewees. And executed well, it can provide high level trends and insights. RESEARCH SERENDIPITY - 6
  8. 8. User Interview Is An Art Form Interviewing users in a neutral way is essen=al to uncover insights that are not biased. I‘ve learnt to not to ask leaning ques=ons and to always dig further in users’ answers un=l they’ve exhausted their answers. Keeping neutral is an art form and a must-do. RESEARCH RESEARCH SERENDIPITY - 7
  9. 9. Affinity Mapping Shows Trends & Design Implica=ons Affinity mapping based on the face-to-face interviews. First, I place the content under pain, pleasures, context and behaviour. Then, I organize the post it notes based on different categories and start looking at trends. ANALYSIS & IDEATION SERENDIPITY - 8
  10. 10. Personas Are Mapped With Product Features With affinity mapping, we can see trends and start developing personas. And each persona will have a set of features which he or she would need. The next step of the design phase is dependent on gegng the personas right. Features: Discount Filter, Promo3ons alert, Calendar Scheduler. ANALYSIS & IDEATION SERENDIPITY - 9
  11. 11. Open & Closed Card Sor=ng - Informa=on Architecture Open & Closed Card Sor=ng exercise is used to redesign the naviga=on structure & informa=on architecture of a site, or web app. Each content of the site is placed on 1 card. The trick with this exercise is to not help the users if they’re unsure of the naming conven=on of the site. Asking ques=ons and gegng the user to talk through his frustra=ons or pleasures when he / she does the exercise. Imagine all the insights you can get by just listening & watching. RESEARCH SERENDIPITY - 10
  12. 12. Use Google Keyword Planner to Refine Content Strategy To supplement open and closed card sor=ng, we can look into Google Keyword Planner to uncover most searched or long tail keywords for the product. Placing ourselves in the shoes of the users. If they are searching these words in Google … it naturally means that the site should include the content and use these keywords. And consider organzing this tac=c concurrently with the open and closed card sor=ng. RESEARCH SERENDIPITY - 11
  13. 13. Heuris=c Evalua=on to Check the Usability of Site Used Nielsen Norman’s 10 Usability Heuris=cs on foodpanda to quickly uncover usability issues during a class exercise. Amazing that a site evalua=on can be done so efficiently. And used Abby Covert’s 10 Heuris=c Principles on DragonWealth’s FA site. RESEARCH SERENDIPITY - 12
  14. 14. Task Analysis to Understand Compe=tors & Aids in Design Looking at Site Analy=cs performance and poten=ally checking back on task analysis and how designs can be improved. The more I analyze the different sites the beXer I understand the compe==on vis-à-vis the assigned site. RESEARCH SERENDIPITY - 13 Cornell Tech Engineering Admissions Scroll Down Page Rendering Click MEng in Computer Science Learn More MEng in Computer Science Click How to Apply Scroll Down Click on uition & Fees Learn More Scroll Down Click on back button Click Apply Now Cornell Tech Sign Up Fill up Form Mobile K eyboard Fill up Form Rotating Choice of Course Cornell Tech Engineering Home Page Scroll Down Click 2 Steps & 2 Pages to Admissions Page Carnegie Mellon Engineering Undergraduate Homepage Scroll Down Academic Requirement Early Decision Plan Undergraduate Materials Science & Engineering Program Select Materials Science & Engineering Scroll Down Click Undergraduate Admission Requirements Undergraduate Admission Requirements Click Required Standard Testing Standardised Test Requirements Scroll Down Click Application Plans & Deadlines Application Plans & Deadlines Click Early Decision Plan Scroll Down Scroll Down Click Regular Decision Plan Regluar Decision Plan Click Early Admission Plan Scroll Down Early Admission Plan Scroll DownScroll Down Click Required by School Requirements by SchoolScroll Down 4 Steps & 3 Pages to Admissions Page Bucknell University Engineering Scroll Down Click Bucknell University Page Scroll Up Scroll Down Scroll to find Bucknell University Site Click on Apple Pages Click Common Application Scroll Down Click I’m Ready to Apply Scroll Down Click on Admissions We can’t wait to mee you Scroll Down Click on Admission Info Click on Hamburger Button Rendering of Bucknell University Rendering of Pages Common Application App. Org I ‘m Ready to Apply Admissions & Aid Bucknell University Engineering Click on see our Application Requirements Application Requirements Scroll Down Click Entrance Examinations Entrance Examinations Scroll Down Click Back Button Application Requirements Click Application Fees Application FeesScroll Down Click Back Button Application Requirements Click Checklist Checklist Scroll Down Click Back Button Application Requirements 6 Steps & 2 Pages to Admissions Page
  15. 15. Sketching, Storyboarding & Paper Prototyping – Quick Methods to Test Ideas Low fidelity sketching and paper prototyping quickly move the process of product idea=on. As ideas are quickly tested and iterated with no technical resources required. ANALYSIS & IDEATION SERENDIPITY - 14
  16. 16. Features Priori=za=on Based on Users’ Needs Aligning it with Business & Technical Constraints The best way to launch new features is to go through this exercise. At the same =me relooking at where the business is heading using a perceptual map can help the business to priori=ze and remain focused ANALYSIS & IDEATION SERENDIPITY - 15
  17. 17. Wireframes Wireframes are created for all stakeholders to understand how the site or webpage is put together before any visual design is done. ITERATIVE DESIGN SERENDIPITY - 16
  18. 18. Itera=ve Flow Diagrams to Improve User Experience One of the fastest way to look at improving user experience is to map out the user flow. ITERATIVE DESIGN SERENDIPITY - 17
  19. 19. Rapid Prototyping, Usability Test & Con=nuous Itera=ons Task- based usability test can be a fast way to rapidly prototype and iterate. These sessions are usually recorded and also talking to the user is encouraged to understand their pains and pleasures. ITERATIVE DESIGN SERENDIPITY - 18
  20. 20. UX with Digital Marke=ng – A Pleasant Surprise Launching a product without understanding users’ needs is like building a table with the 4th leg missing. Let’s put users’ needs in the centre of our work. And I aim to deliver Serendipity to users with a combina=on of UX and Digital Marke=ng. SERENDIPITY SERENDIPITY - 19
  21. 21. LET’S WORK TOGETHER. audreyux@gmail.com linkedin.com/in/audreyang AUDREY ANG

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  • MarieJohnson7

    Mar. 8, 2016

With UX, I want to deliver web and mobile experiences that combine listening to users’ needs with the business mindset of a startup founder and the execution know-how of a Digital Marketer.

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