1.
‘Mat’ Mathieu François
Rheza Evans
25th Apr 2014

2.
2
B
Where we want to be
A
Where we are now
How to get
there?

3.
3
B
C2C Leader in China
A
C2C Leader in US
and Europe

4.
4

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
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

8.
8
LOYALTY
VIEW TV
OR
PRINT
AD
GO TO
STORE
COMPARE
OPTIONS
CHOOSE
BEST
OPTIONS
BUY
ITEM

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
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.
• 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
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
SAVANT DEGREES
METHODOLOGY
We are a Digital Innovation Studio

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.
15Source: HCD Toolkit, IDEO
Start here
ViabilityFeasibility
Desirability
The Foundations of
Savant Methodology:
Design Thinking
TED: Tim Brown: Designers -- think big!

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.
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
• 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.
Architects Planners & Engineers (Pte) Ltd
Est. 1956
Operations spanning 6 countries
1,000 employees worldwide
Strong company heritage
Case Study: RSP

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.
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.
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.
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
IT’S ALL ABOUT PRODUCT
The Crux of Business

25.
…and die with l**** products
Great CEOs care about the product (UX)
25

26.
26Source: Pragmatic Marketing
Business
Technical
Marketing
& Sales

27.
27Source: Pragmatic Marketing
…not an Art Market
Demand
User
Experience

28.
28

29.
29
DESIGNING DESIRABILITY
Good Design Drives Good UX

30.
30

31.
31

32.
• Visibility
• Affordance
• System Image
• Mental Models
• (Natural) Mapping
• Feedback
32
The best book ever about UX
is not a UX book

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
“Apple is the only company designing products according to my principles”

35.
We live in a sophisticated world but we still don’t
design doors properly…
35

36.
Which door is properly designed?
36

37.
Empathy Creativity Rationality
37

38.
38
WHAT MAKES UP USER
EXPERIENCE
Understand the Context and Empathize With the User

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.
• Delightful experience usually have some
of the following:
– Meaningful to user
– Timely
– Considerate
– Unexpected
Ultimately, good experience solve problems
40

41.
• Delightful experience usually have some
of the following:
– Meaningful to user
– Timely
– Considerate
– Unexpected
Ultimately, good experience solve problems
41

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
Experience
Map
Customer
Journey
Internal
Thoughts &
Emotions
People &
Things
Needs &
Goals
Personas
+

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
• 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
• 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
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
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
USER JOURNEY
What is Rheza lifestyle? When and How does he interact with
Benson Gunawan?

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.
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.
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.
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
Experience
Map
Customer
Journey
Internal
Thoughts &
Emotions
People &
Things
Needs &
Goals
Personas
+

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.
• Who and what did he interact with?

57.
• Who and what supported his experience
but were not directly present?

58.
• What are his underlying needs and goals that
drove his behaviour?

59.
59
PRIORITIZE THE FEATURES
Because you don’t have time and money for everything…
Yet every feature seems to be “critical”…

60.
60

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.
Performance Factor
Customer Satisfied
Customer Dissatisfied
Basic Factors
Non-fulfillment High fulfillment
Delight Factors

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
USER EXPERIENCE IN AN
AGILE WORLD
How to reconcile the best from the two communities: UX Designers
and Developers

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.
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.
• 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.
“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.
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.
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.
• 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.
• 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.
CONCLUSION
User Experience
So, what is
to you?