Consumers and users face daily routines that take away their time and attention. There are so many products—digital or physical—that they use everyday, creating decision fatigue and friction. Bad product design increases the risk of fatigue and frictions, making it very frustrating for them. It's important for product teams to design and engineer a smoother user journey by trying to reduce friction in their experience design. Here are some principles.

1. A UX Design Presentation
Reducing Friction for a Smoother User Journey
Sigit Adinugroho
for Google Hack Fair 2015
Jakarta, Indonesia

2. A. K. A.
How good UX
saves lives

3. A little bit about me
2003-2007
Studied design
2007-2012
Started my career in
UX design
2012-2014
Left comfort zone
and joined multiple
startups
2014
Tried corporate
once again,
but failed
2015
Trying to enjoy
life more and share
more
2011-2013
Went back to design school

4. Decision Fatigue

5. Bad UX Killed Jenny
Picture source: https://www.flickr.com/photos/genista/

7. The UX Pyramid
Optimise the job
& delight the users
FUNCTION
DELIGHT
Gets the job done &
advocates the user
Save lives
Business,
Technology,
Customer Experience,
Product Market Fit
and all that

8. Why product design fails
Technology PeopleBusiness
Because, these come first… …then this.
(either one)

9. TechnologyBusinessPeople
It should be this
People
Start with this …and continue building with all 3 in mind

10. Where is design?
TechnologyBusinessPeople
Design drives all the three
Reduce politics!

11. Designing the “Middle”

13. Assumptions

14. Product Myths

15. #1 My product will
be the next big thing

16. #2 People will know
how to use my product.
I’ve designed it for them.

17. #3 This world needs
my product

18. #4 Technology can solve
everything.

19. SOLUTIONS

20. #1 Think Ergonomics

21. Source: http://www.lukew.com/ff/entry.asp?1944
Physical ergonomics

22. Source: https://medium.com/@mibosc/mobile-ui-ergonomics-how-hard-is-it-really-to-tap-different-areas-of-your-phone-interface-bb043d409af8#.tjpc3ug4m
Physical ergonomics

23. Physical ergonomics
Desktop, focus on eyeview Tablet, focus on hands Phone, focus on thumbs
Changi Airport
We want the app to be a recommendation
engine with a minimal input. By signing in or
scanning your boarding pass, we’d like to
generate a recommendation of things to
enjoy at the airport. Changi is dubbed the
world’s best for transit with its wide array of
dining, shopping and family-friendly activities.
Depending on the time range of transit, time
of day and location, travelers can receive
various recommendations to eat, shop,
exercise, rest or just have fun. Watch movies,
visit one of the indoor parks, dine, shop for
chocolates.
Changi Airport
We want the app to be a
recommendation engine with a
minimal input. By signing in or
scanning your boarding pass, we’d
like to generate a recommendation
of things to enjoy at the airport.
Changi is dubbed the world’s best
for transit with its wide array of
dining, shopping and family-
friendly activities.
Changi Airport
We want the app to
be a recommendation
engine with a minimal
input. By signing in or
scanning your
boarding pass, we’d
like to generate a
recommendation of
things to enjoy at the
airport. Changi is
dubbed the world’s

24. Visual ergonomics
How many passengers?
Adults
Child
Infant
- +
- +
- +1
0
23
Adults
Please select
Child
Please select
Infant
Please select

25. Visual ergonomics

26. SELECT A COUNTRY
—
Afghanistan
Albania
Algeria
Andorra
Angola
Antigua and Barbuda
Argentina
Armenia
Aruba
Australia
Austria
Azerbaijan
Bahamas, The
Bahrain
Bangladesh
Barbados
Use Less Dropdowns

27. Use less radio buttons
Orange
Carrot
Melon
Banana
Apple
Grape
Orange
Carrot
Melon
Banana

28. #2 Don’t close the door
before you open it

29. Please login
with Facebook
with Google
with your email

30. This content will be served
in 3, 2, 1…
SKIP THIS AD

31. #3 30-Second Rule

33. #4 Obvious always wins.

34. Source: http://www.lukew.com/ff/entry.asp?1945

35. Source: http://www.lukew.com/ff/entry.asp?1945

36. #5 Consolidate

37. Source: https://www.goodui.org

38. Credit Card Type
Credit Card Number
Month Year
Name in Card
CCV
Expiration
Pay

39. Credit or Debit Card

41. #6 Lower Learning Curves

42. Source: http://www.whattravelwriterssay.com/image/toiletfactskeenan9d.jpg

43. Source: http://www.sketchappsources.com/free-source/32-free-icon-set.html
Keep icons safe-to-recognise

44. Source: http://www.sketchappsources.com/free-source/32-free-icon-set.html
See deals

45. Source: https://www.usertesting.com/blog/2015/08/04/user-friendly-ui-icons

46. Source: http://emby.media/community/uploads/inline/3/5554d6c180603_guidefilter1.png

48. No one raindrop believes
they are to blame for the flood.

49. #7 Real-time feedback

50. *****************
You entered wrong password
***********

51. #8 Build a visual language

52. Next Done

54. Next
Next
Next

55. Conclusion:
Do your research

56. So to sum up.

57. Frictions happen because products
are designed for businesses & technology,
not for people.
The cost is the product itself.
Design is here to help. Hire designers.

58. #1 Think ergonomics
#2 Don’t close the door
#3 30-Second Rule
#4 Obvious always wins
#5 Consolidate
#6 Lower learning curves
#7 Real-time feedback
#8 Build a visual language

60. Thank you!
TWITTER
@hellosigit
PERSONAL WEBSITE
serendipified.com
DRIBBBLE
dribbble.com/sigit