‘Mat’ Mathieu François
Rheza Evans
25th Apr 2014
2
B
Where we want to be
A
Where we are now
How to get
there?
3
B
C2C Leader in China
A
C2C Leader in US
and Europe
4
5
B
C2C Leader in China
A
C2C Leader in US
and Europe
Cool name
No fees
TV ads
Sales > auctions
Categories
Long listing pe...
6
B
C2C Leader in China
A
C2C Leader in US
and Europe
Cool name
No fees
TV ads
Sales > auctions
Categories
Long listing pe...
7
8
LOYALTY
VIEW TV
OR
PRINT
AD
GO TO
STORE
COMPARE
OPTIONS
CHOOSE
BEST
OPTIONS
BUY
ITEM
9
VIEW TV
OR PRINT
AD
WATCH
YOUTUBE
COMMERCIAL
BUY ITEM
DOWNLOAD
MOBILE APP
COMPARE
SHOP
ONLINE
VIEW
BANNER
AD
READ
REVIEW...
10
VIEW TV
OR PRINT
AD
WATCH
YOUTUBE
COMMERCIAL
BUY ITEM
DOWNLOAD
MOBILE APP
COMPARE
SHOP
ONLINE
VIEW
BANNER
AD
READ
REVIE...
• User eXperience design is not…
…User Interface design
…about technology
…just about usability
…just about the user
…the ...
12
Why User Experience
Savant Degrees Methodology
What Makes Up UX
Good
Design
Personas
Experience Map
Kano Model
It’s All...
13
SAVANT DEGREES
METHODOLOGY
We are a Digital Innovation Studio
We help some of the world’s major brands stay ahead by
designing digital products that are strategically aligned to the
bu...
15Source: HCD Toolkit, IDEO
Start here
ViabilityFeasibility
Desirability
The Foundations of
Savant Methodology:
Design Thi...
16Source: HCD Toolkit, IDEO
Start here
ViabilityFeasibility
Desirability What do people want?
What is organizationally
& t...
HCD Product
17
Start here
ViabilityFeasibility
Desirability
User Experience (UX)
Research, interviews
Usability audit, wor...
18
• Ideation Workshops
• Environmental
Scan
• Feasibility Studies
• Project Charter
• User Personas &
Journey
• Content S...
Architects Planners & Engineers (Pte) Ltd
Est. 1956
Operations spanning 6 countries
1,000 employees worldwide
Strong compa...
RSP’s wealth of experience and
impressive portfolio was locked in
endless Excel Spreadsheets and a
legacy database. They a...
Reframing the brief
We recognized that although a
new database would increase
RSP’s efficiency, it wouldn’t help
grow the ...
Together with the management and staff of RSP, we
approached the new goal collaboratively to uncover
insights and ideas ba...
Prototyping “Near-Life” Experiences
In the innovation process, we developed multiple ideas that we later
converged. Using ...
24
IT’S ALL ABOUT PRODUCT
The Crux of Business
…and die with l**** products
Great CEOs care about the product (UX)
25
26Source: Pragmatic Marketing
Business
Technical
Marketing
& Sales
27Source: Pragmatic Marketing
…not an Art Market
Demand
User
Experience
28
29
DESIGNING DESIRABILITY
Good Design Drives Good UX
30
31
• Visibility
• Affordance
• System Image
• Mental Models
• (Natural) Mapping
• Feedback
32
The best book ever about UX
is ...
Good Design…
1. Is Innovative
2. Makes a Product Useful
3. Is Aesthetic
4. Makes A Product Understandable
5. Is Unobtrusiv...
34
“Apple is the only company designing products according to my principles”
We live in a sophisticated world but we still don’t
design doors properly…
35
Which door is properly designed?
36
Empathy Creativity Rationality
37
38
WHAT MAKES UP USER
EXPERIENCE
Understand the Context and Empathize With the User
39
Objects you
interacted with
You, being
there
Where you
were
The thing you
wanted to achieve
Sensory inputs
What
you fel...
• Delightful experience usually have some
of the following:
– Meaningful to user
– Timely
– Considerate
– Unexpected
Ultim...
• Delightful experience usually have some
of the following:
– Meaningful to user
– Timely
– Considerate
– Unexpected
Ultim...
• Experiences are complex – maps are
means of navigating this complexity
• Maps help businesses decide which areas
they sh...
43
Experience
Map
Customer
Journey
Internal
Thoughts &
Emotions
People &
Things
Needs &
Goals
Personas
+
44
Business Case
Benson Gunawan
Fashion boutique based in Bandung
Few successful efforts into the online
space, with encou...
45
• User Personas are archetype of your main target groups,
allowing us to put a face to the segment and design for them....
46
• Market Segmentation is a Marketing tool
and its purpose is to identify different
groups of customers (or potential
cu...
47
THE
FASHIONISTA
Rheza Hartono is an energetic Café Manager who loves dressing up to express himself
Born in Bandung but...
48
THE
FASHIONISTA
Rheza Hartono is an energetic Café Manager who loves dressing up to express himself
Born in Bandung but...
49
USER JOURNEY
What is Rheza lifestyle? When and How does he interact with
Benson Gunawan?
• Is an oriented graph that describes the journey of a user by
representing the different touchpoints that characterize hi...
Asks question
on the forum
about Jacket
Decides to buy
Jacket online
Reads Esquire Sees a Jacket
he likes
Visits BG’s
webs...
USER JOURNEY
Searches for
stores selling
Jacket online
Compares
prices
Compares
delivery policy
Does BG’s
online sizing
ex...
USER JOURNEY
Visits family in
Bandung
Visits BG
boutique in
Bandung
Salesperson
reserves a pair
for him online
Goes back t...
54
Experience
Map
Customer
Journey
Internal
Thoughts &
Emotions
People &
Things
Needs &
Goals
Personas
+
• We will use Rheza’s user journey as the backbone
• You already have the map of his journey the next
thing you need to ma...
• Who and what did he interact with?
• Who and what supported his experience
but were not directly present?
• What are his underlying needs and goals that
drove his behaviour?
59
PRIORITIZE THE FEATURES
Because you don’t have time and money for everything…
Yet every feature seems to be “critical”…
60
61
Hygiene
Perfor-
mance
Delight
Features which user expect
or assume it should naturally
be there
Featured that are
consc...
Performance Factor
Customer Satisfied
Customer Dissatisfied
Basic Factors
Non-fulfillment High fulfillment
Delight Factors
• Guides decision in quality strategies by prioritizing user needs
• Useful tool for analyzing demand
• Is User-Centric
• ...
64
USER EXPERIENCE IN AN
AGILE WORLD
How to reconcile the best from the two communities: UX Designers
and Developers
“We are uncovering better ways of developing software by doing it
and helping others do it. Through this work we have come...
Why Agile Methodology? Time to Market + Sustainable pace
1. Fast Delivery: Increment of working software each iteration
2....
• Critical to have commitment from decision makers
• Reduction of communication and process friction: backlog
management, ...
“We have heard about new ways of developing software by paying consultants and reading
Gartner reports. Through this we ha...
70
• Both emphasize iterative work
• What needs to be in place before:
– (Design) Strategy
– Business requirements
– User res...
UX = What?
• Who is the user?
• What problem to solve?
Agile Development = How?
• Technical solution
User research  Agile...
• Trust and earned respect between
designers and developers
• Presence in the life of the scrum team
• Frequent communicat...
• Unclear expectations about the role of UX on the team
• Conflicting expectations around quality, fit, and finish
• Lack ...
CONCLUSION
User Experience
So, what is
to you?
User Experience... And Beyond!
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User Experience... And Beyond!

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Speech given at the Bandung Techno Park (25/4/14)... Design Thinking and Product Management as the foundations for great products and business cases!

Actual samples of tools from Savant Degrees methodology

Published in: Technology, Business

User Experience... And Beyond!

  1. 1. ‘Mat’ Mathieu François Rheza Evans 25th Apr 2014
  2. 2. 2 B Where we want to be A Where we are now How to get there?
  3. 3. 3 B C2C Leader in China A C2C Leader in US and Europe
  4. 4. 4
  5. 5. 5 B C2C Leader in China A C2C Leader in US and Europe Cool name No fees TV ads Sales > auctions Categories Long listing period Chinese shop style Mobile Chat
  6. 6. 6 B C2C Leader in China A C2C Leader in US and Europe Cool name No fees TV ads Sales > auctions Categories Long listing period A great (product) User Experience Chinese shop style Mobile Chat
  7. 7. 7
  8. 8. 8 LOYALTY VIEW TV OR PRINT AD GO TO STORE COMPARE OPTIONS CHOOSE BEST OPTIONS BUY ITEM
  9. 9. 9 VIEW TV OR PRINT AD WATCH YOUTUBE COMMERCIAL BUY ITEM DOWNLOAD MOBILE APP COMPARE SHOP ONLINE VIEW BANNER AD READ REVIEW READ BLOG CUSTOMER SUPPORT PRODUCT DEMO IN-STORE FACEBOOK LIKES VISIT WEBSITE SEARCH DISCOVER THROUGH SOCIAL NETWORK Became something like this… VISIT THE RETAIL STORE WRITE REVIEW PLAY A GAME
  10. 10. 10 VIEW TV OR PRINT AD WATCH YOUTUBE COMMERCIAL BUY ITEM DOWNLOAD MOBILE APP COMPARE SHOP ONLINE VIEW BANNER AD READ REVIEW READ BLOG CUSTOMER SUPPORT PRODUCT DEMO IN-STORE FACEBOOK LIKES VISIT WEBSITE SEARCH DISCOVER THROUGH SOCIAL NETWORK Became something like this… VISIT THE RETAIL STORE WRITE REVIEW PLAY A GAME AWARENESS ENGAGEMENT EXPERIENCE LOYALTY
  11. 11. • User eXperience design is not… …User Interface design …about technology …just about usability …just about the user …the role of one person or department …a choice 11
  12. 12. 12 Why User Experience Savant Degrees Methodology What Makes Up UX Good Design Personas Experience Map Kano Model It’s All About Product UX & Agile
  13. 13. 13 SAVANT DEGREES METHODOLOGY We are a Digital Innovation Studio
  14. 14. We help some of the world’s major brands stay ahead by designing digital products that are strategically aligned to the business goals, the users expectations and appropriately leveraging digital opportunities 14
  15. 15. 15Source: HCD Toolkit, IDEO Start here ViabilityFeasibility Desirability The Foundations of Savant Methodology: Design Thinking TED: Tim Brown: Designers -- think big!
  16. 16. 16Source: HCD Toolkit, IDEO Start here ViabilityFeasibility Desirability What do people want? What is organizationally & technically achievable? What can be financially profitable? HCD Product The Foundations of Savant Methodology: Design Thinking TED: Tim Brown: Designers -- think big!
  17. 17. HCD Product 17 Start here ViabilityFeasibility Desirability User Experience (UX) Research, interviews Usability audit, workshop Personas, User Journey Wireframes & Visual Design Technology Agile development Cloud, Mobile, Prototyping Product Management Product lifecycle & portfolio Customer Discovery Lean Startup Savant Methodology articulates the Frameworks and Best Practices from different functions and industries
  18. 18. 18 • Ideation Workshops • Environmental Scan • Feasibility Studies • Project Charter • User Personas & Journey • Content Strategy • Product Audit • Product Management • Portfolio Strategy • Information Architecture • Wireframes • Designs • Message Maps • Analytics Design • Usability Testing • Product Build • Content Development • Technology Transfer • Training & Deployment • Analytics Review • Usability Audits • Services Retainer • Maintenance 01 Discover 02 Envision 03 Concept 04 Build 05 Evolve The Savant MethodTM of design thinking has been successfully applied to creating impactful digital solutions for our Customers across the world
  19. 19. Architects Planners & Engineers (Pte) Ltd Est. 1956 Operations spanning 6 countries 1,000 employees worldwide Strong company heritage Case Study: RSP
  20. 20. RSP’s wealth of experience and impressive portfolio was locked in endless Excel Spreadsheets and a legacy database. They approached Savant Degrees to develop new database to manage their knowledge 20 The Brief “We need to build a new database”
  21. 21. Reframing the brief We recognized that although a new database would increase RSP’s efficiency, it wouldn’t help grow the business by improving the sales experience. We approached the problem from a new perspective: How can RSP better showcase their brand’s experience and expertise to potential clients?
  22. 22. Together with the management and staff of RSP, we approached the new goal collaboratively to uncover insights and ideas based on real user goals Activities: Operations Gap Analysis • Comprehensive user interviews User-centric ideation workshop • Management & staff buy-in A Collaborative Approach to Solutions
  23. 23. Prototyping “Near-Life” Experiences In the innovation process, we developed multiple ideas that we later converged. Using various prototyping, we created concepts that everyone could play with so that the entire team stayed on the same page
  24. 24. 24 IT’S ALL ABOUT PRODUCT The Crux of Business
  25. 25. …and die with l**** products Great CEOs care about the product (UX) 25
  26. 26. 26Source: Pragmatic Marketing Business Technical Marketing & Sales
  27. 27. 27Source: Pragmatic Marketing …not an Art Market Demand User Experience
  28. 28. 28
  29. 29. 29 DESIGNING DESIRABILITY Good Design Drives Good UX
  30. 30. 30
  31. 31. 31
  32. 32. • Visibility • Affordance • System Image • Mental Models • (Natural) Mapping • Feedback 32 The best book ever about UX is not a UX book
  33. 33. Good Design… 1. Is Innovative 2. Makes a Product Useful 3. Is Aesthetic 4. Makes A Product Understandable 5. Is Unobtrusive 6. Is Honest 7. Is Long-lasting 8. Is Thorough Down to the Last Detail 9. Is Environmentally Friendly 10. Is as Little Design as Possible 33
  34. 34. 34 “Apple is the only company designing products according to my principles”
  35. 35. We live in a sophisticated world but we still don’t design doors properly… 35
  36. 36. Which door is properly designed? 36
  37. 37. Empathy Creativity Rationality 37
  38. 38. 38 WHAT MAKES UP USER EXPERIENCE Understand the Context and Empathize With the User
  39. 39. 39 Objects you interacted with You, being there Where you were The thing you wanted to achieve Sensory inputs What you felt Things you thought Other people who were involved Things you liked Things you didn’t like Your reactions The tasks you did The steps to reach your goal
  40. 40. • Delightful experience usually have some of the following: – Meaningful to user – Timely – Considerate – Unexpected Ultimately, good experience solve problems 40
  41. 41. • Delightful experience usually have some of the following: – Meaningful to user – Timely – Considerate – Unexpected Ultimately, good experience solve problems 41
  42. 42. • Experiences are complex – maps are means of navigating this complexity • Maps help businesses decide which areas they should focus on • Maps create empathy in designers & business stakeholders 42
  43. 43. 43 Experience Map Customer Journey Internal Thoughts & Emotions People & Things Needs & Goals Personas +
  44. 44. 44 Business Case Benson Gunawan Fashion boutique based in Bandung Few successful efforts into the online space, with encouraging customer response on Facebook & forums They are ready to take their business to the next level with a proper E-Commerce Solution
  45. 45. 45 • User Personas are archetype of your main target groups, allowing us to put a face to the segment and design for them. We develop user personas based on your target audience segments and the insights they provide through our research and observation • Why this is necessary: These personas help to validate our design decisions down the line to ensure that we are indeed designing for their wants and needs • Note: personas are not real people, rather, they are fictional characters who help us better solve design questions
  46. 46. 46 • Market Segmentation is a Marketing tool and its purpose is to identify different groups of customers (or potential customers) – It is High-Level and Quantitative • Personas are a Design Tool aiming at intimately understanding the types of users and their context – It is Detailed- Oriented and Qualitative
  47. 47. 47 THE FASHIONISTA Rheza Hartono is an energetic Café Manager who loves dressing up to express himself Born in Bandung but now living in Jakarta with his girlfriend, Rheza recently graduated from Maranatha University and has been working for 2 years. Rheza loves the fashion and shopping in Bandung, but his job keeps him busy in Jakarta. He does however, visit his family in Bandung every few months Affordable & stylish clothes Few trusted designers he regularly buys from Wouldn’t mind online shopping to save time. VALUE MODEL 1 To look presentable and fashionable To be identified as a Fashionista To express himself with what he wears. Wants to keep connected with Benson Gunawan GOALS 2 Social Media Twitter Facebook Whatsapp BBM Fashion Magazines CHANNELS & TOOLS 3 PERSONA
  48. 48. 48 THE FASHIONISTA Rheza Hartono is an energetic Café Manager who loves dressing up to express himself Born in Bandung but now living in Jakarta with his girlfriend, Rheza recently graduated from Maranatha University and has been working for 2 years. Rheza loves the fashion and shopping in Bandung, but his job keeps him busy in Jakarta. He does however, visit his family in Bandung every few months Affordable & stylish clothes Few trusted designers he regularly buys from Wouldn’t mind online shopping to save time. VALUE MODEL 1 To look presentable and fashionable To be identified as a Fashionista To express himself with what he wears. Wants to keep connected with Benson Gunawan GOALS 2 Social Media Twitter Facebook Whatsapp BBM Fashion Magazines CHANNELS & TOOLS 3 PERSONA Demographic Info & Background Story How he makes decisions or evaluates alternatives What he wants to achieve or feel How he gets information Persona image – try not to use famous people
  49. 49. 49 USER JOURNEY What is Rheza lifestyle? When and How does he interact with Benson Gunawan?
  50. 50. • Is an oriented graph that describes the journey of a user by representing the different touchpoints that characterize his interaction with the system The benefits of user journey mapping? • We can identify crucial touchpoints that have the biggest impact on user experience • We are better able to identify the user’s potential needs and wants • It helps us locate additional user experience improvement opportunities • It helps us to identify what are the person and technologies we need as backstage support on different touchpoints
  51. 51. Asks question on the forum about Jacket Decides to buy Jacket online Reads Esquire Sees a Jacket he likes Visits BG’s website Reads up more about Jacket Reads through reviews on forum Searches Google for places selling Searches for Jacket on Google Mobile Finds BG’s website Searches for Jacket reviews Finds style forums Receives reply on the forum Decides on buying the BG Jacket Finds out retail is more expensive USER JOURNEY Off-site Activity On-site Activity
  52. 52. USER JOURNEY Searches for stores selling Jacket online Compares prices Compares delivery policy Does BG’s online sizing exercise Chooses Jacket size & colour Adds pocket square to cart Clicks check out Receives confirmation mail Decides to buy from BG’s online store Visits BG’s online store Adds Jacket to cart Recommended pocket square by BG Pays via MasterCard Registers for BG membership Jacket arrives in the mail Off-site Activity On-site Activity
  53. 53. USER JOURNEY Visits family in Bandung Visits BG boutique in Bandung Salesperson reserves a pair for him online Goes back to Jakarta after the weekend Logs into his BG member account Checks “Reserved” section Pays with MasterCard Sees a pair of pants that he really likes Boutique is out of size Receives email from BG saying pants are in stock Visits BG online store Happy to see pants are reserved Checks out of the BG store Pants arrives via courier Off-site Activity On-site Activity Gets email from BG to check out new collection
  54. 54. 54 Experience Map Customer Journey Internal Thoughts & Emotions People & Things Needs & Goals Personas +
  55. 55. • We will use Rheza’s user journey as the backbone • You already have the map of his journey the next thing you need to map is his inner thoughts
  56. 56. • Who and what did he interact with?
  57. 57. • Who and what supported his experience but were not directly present?
  58. 58. • What are his underlying needs and goals that drove his behaviour?
  59. 59. 59 PRIORITIZE THE FEATURES Because you don’t have time and money for everything… Yet every feature seems to be “critical”…
  60. 60. 60
  61. 61. 61 Hygiene Perfor- mance Delight Features which user expect or assume it should naturally be there Featured that are consciously evaluated by users and is often used for comparison Features that “WOW” and deliver buzz. It is often unexpected yet meaningful Lack of it: High Dissatisfaction Done well: No Satisfaction Lack of it: High Dissatisfaction Done well: High Satisfaction Lack of it: No Dissatisfaction Done well: High Satisfaction
  62. 62. Performance Factor Customer Satisfied Customer Dissatisfied Basic Factors Non-fulfillment High fulfillment Delight Factors
  63. 63. • Guides decision in quality strategies by prioritizing user needs • Useful tool for analyzing demand • Is User-Centric • Quantifies satisfaction, making effective Trade-Offs easier • For Product Manager: Prevents scope creep • For Designer: Helps guide design decisions • For Marketer: Sell the delight factors, people don’t need to be told of hygiene factors • For Developer: Help to ensure hygiene factor delivery before concentrating on the delight factors
  64. 64. 64 USER EXPERIENCE IN AN AGILE WORLD How to reconcile the best from the two communities: UX Designers and Developers
  65. 65. “We are uncovering better ways of developing software by doing it and helping others do it. Through this work we have come to value: Individuals and interactions over processes and tools Working software over comprehensive documentation Customer collaboration over contract negotiation Responding to change over following a plan That is, while there is value in the items on the right, we value the items on the left more” 65
  66. 66. Why Agile Methodology? Time to Market + Sustainable pace 1. Fast Delivery: Increment of working software each iteration 2. Focus on Business value: Important features first, less waste 3. Informed decisions: Decide in the latest responsible moment 66 Cost of Change
  67. 67. • Critical to have commitment from decision makers • Reduction of communication and process friction: backlog management, project wiki, version control, automated testing, continuous integration, issue management • Granularity of User Story and definition of ‘done’ • Big design up-front and architecture • Project Management & Task Allocation. By Product Owner? • Agile doesn’t mean no project plan • Scope management versus contract management 68
  68. 68. “We have heard about new ways of developing software by paying consultants and reading Gartner reports. Through this we have been told to value: Individuals and interactions over processes and tools and we have mandatory processes and tools to control how those individuals (we prefer the term ‘resources’) interact Working software over comprehensive documentation as long as that software is comprehensively documented Customer collaboration over contract negotiation within the boundaries of strict contracts, of course, and subject to rigorous change control Responding to change over following a plan provided a detailed plan is in place to respond to the change, and it is followed precisely That is, while the items on the left sound nice in theory, we’re an enterprise company, and there’s no way we’re letting go of the items on the right.” 69
  69. 69. 70
  70. 70. • Both emphasize iterative work • What needs to be in place before: – (Design) Strategy – Business requirements – User research – Personas, Use Case – Design framework = big design upfront • Sometimes called “Iteration 0” 71
  71. 71. UX = What? • Who is the user? • What problem to solve? Agile Development = How? • Technical solution User research  Agile feedback loop Opportunities for research and co-design 72
  72. 72. • Trust and earned respect between designers and developers • Presence in the life of the scrum team • Frequent communication outside of standard agile interactions 73
  73. 73. • Unclear expectations about the role of UX on the team • Conflicting expectations around quality, fit, and finish • Lack of holistic planning and prioritization for the user experience • Perception that technical staff is disinterested in users’ needs • Being disconnected from the regular activities of the scrum team 74
  74. 74. CONCLUSION User Experience So, what is to you?

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