This document discusses the importance of user experience (UX) for businesses. It argues that UX is not just about aesthetics but every interaction a user has. It emphasizes curiosity, courage, and collaboration as key mindsets for achieving great UX. Teams need curiosity to understand users, courage to prototype and test ideas quickly, and collaboration across departments. The document advocates for a human-centered approach where teams get out of the office to observe users and bring diverse stakeholders together to develop solutions.

1. HELLO

2. !
OUR
CLIENTS

3. WE HAVE HEARD MUCH TALKS
ABOUT USER EXPERIENCE.

4. BUT,
!
WHY DO WE
EVEN CARE?
!

5. !
!
!
THE ONLY REASON
WE CARE IS THAT
AS BUSINESSES
!
WE ARE
CONSTANTLY
SEARCHING
FOR GROWTH.
!

6. HOWEVER,

7. BIG DATA
CLOUD
UGC
4G
HCD
!
UX FEELS LIKE A BUZZWORD
NOWADAYS. SERVICE DESIGN
SOLOMO
GAMIFICATION

8. WHAT IS UX?

9. ★ UX IS NOT JUST ABOUT PRODUCT’S
LOOK AND FEEL, EVERY TOUCH
POINT COUNTS
★ UX IS NOT A JOB FOR DESIGN
TEAM, NOR PMS
★ UX IS A MINDSET FOR EVERYONE IN
THE ORGANIZATION

10. WHEN IT COMES
TO USER
EXPERIENCE
!
THERE IS NO
SILVER BULLETS.

11. LET’S BEGIN WITH
TWO NUMBERS.

12. 2&3

13. 2 IS ABOUT DUALITY

14. YING
SOFTWARE
EXPAND
VALUE
BIG
OUTSIDE
LIGHT
PAST
YANG
HARDWARE
CONTRACT
PRICE
SMALL
INSIDE
DARKNESS
FUTURE

17. IT’S NOT ABOUT
PICKING SIDES BUT
UNDERSTANDING
AND ACCEPTING
THE DIFFERENCES

18. THE 3Cs OF
GREAT UX
!
#CURIOSITY
#COURAGE
#COLLABORATION
!

19. #CURIOSITY
!
AS BUSINESS BECAME ESTABLISHED AND
SCALABLE, IT BEGAN TO START OPERATING
IN ITS OWN BUBBLE AND LOST TOUCH
WITH THE USERS IN THE PROCESS.

20. DISCOVERY
ADMINISTRATION
INTUITIONS
HYPOTHESIS
ORGANIC
AMBIGUOUS
LEARNING
LONG TERM
HIGH GROWTH
S.O.P
PROTOCOL
SCALABLE
PREDICTABLE
LEVERAGING
SHORT TERM
LOW GROWTH

24. WHAT
WHY

26. GET OUT OF
THE OFFICE

31. NO MATTER WHAT
JOB TITLES YOU HAVE,
FIND WAYS TO GET
IN TOUCH WITH
YOUR CUSTOMERS

32. DON’T RUSH FOR ANSWERS

33. FIND RIGHT QUESTIONS

34. ：
BEGINNER’S MIND
!
：
GENCHI GENBUTSU
!
：
BLAH BLAH BLAH

35. #CURIOSITY

36. #COURAGE
!
NO MATTER HOW GREAT
YOUR INSPIRATIONS ARE,
TREAT ALL YOUR IDEAS AS
JUST ASSUMPTIONS, GO
OUT AND TEST.

37. DUALITY MOMENT
A GREAT UX
COMPANY WILL THINK
BIG AND ACT SMALL

38. IF YOU'RE NOT
EMBARRASSED BY YOUR
FIRST PRODUCT RELEASE,
YOU'VE RELEASED TOO LATE.
REID HOFFMAN
FOUNDER, LINKEDIN

39. PROTOTYPING

44. THIS WAS
ALSO HOW
!
!
STARTED.

46. VIDEO OF DROPBOX
MVP
http://techcrunch.com/2011/10/19/dropbox-minimal-viable-product/

47. PROTOTYPING IS ABOUT
FINDING THE QUICKEST
WAY TO CREATE USER
EXPERIENCE

48. PRODUCT
LAUNCH
!

49. PRODUCT
LUANCH
!

51. “BUT THE PROBLEM AT WEBVAN WAS NOT
AN INCORRECT SALES STRATEGY OR
POSITIONING STATEMENT. THE PROBLEM IS
THAT NO BUSINESS PLAN SURVIVES FIRST
CONTACT WITH CUSTOMERS.” STEVE BLANK
CUSTOMER
VALIDATION

52. !
FAIL EARLY, FAIL OFTEN
& FAIL SMART

53. PIVOT
#COURAGE

54. HUMAN-CENTERED INNOVATION
COLLABORATIVE PILOT PROJECT
!

55. THIS IS A PROJECT DONE BY THREE COMPANIES
JOINED EFFORTS. AML BRINGS THE INDUSTRY
KNOW HOW AND EXPERIENCES. PEBBO USING
THE HUMAN CENTERED DESIGN PROCESS TO
DISCOVER INNOVATION AND DESIGN
OPPORTUNITIES. SYMBIO WITH ITS TECHNOLOGY
AND DEVELOPMENT CAPABILITIES HELPED US
TRANSLATE DESIGN INTO REAL WORKING APP.

57. BUSINESS
USERS
TECH

58. BETWEEN TAIWAN,
HONG KONG &
CHENG DU
!

59. WE STARTED BY TALKING,
LISTENING AND OBSERVING 4
TYPES OF PEOPLE WITH
EMPATHIC AND CURIOUS MIND.
#INTERNAL EXPERTS #TARGET USERS #EXTREME USERS
#ANALOGOUS RESEARCH
!
!

60. 5 THINGS WE DID FOR USER
RESEARCH
!
#UNDERSTAND ISSUES
#DESIGN RESEARCH PLAN
#EXECUTE FIELD RESEARCH
#MAKING MEANINGS
#TELL STORIES
!
!
!

61. #INTERNAL EXPERTS
IMAGES OF AML AND CX STAFF

62. #TARGET USERS

63. #EXTREME USERS
PICTURE OF
HIGH STATUS
AIRLINE
MEMBERSHIP
CARDS

64. #ANALOGOUS RESEARCH
HK STREET
VENDER

65. SYNTHESIS

67. WE BRAINSTORMED, THEN MADE
MANY LOW RESOLUTION
PROTOTYPES BASED ON OUR
USER INSIGHTS.
!
!
!
!

69. WE TESTED DIFFERENT PROTOTYPES
TO GET REAL USER FEEDBACK IN
ORDER TO REFINE THE DESIGN
OVER AND OVER AGAIN.
!
!
!
!
!

70. AND AGAIN
!
!
!
!

71. AND AGAIN
!
!
!
!

72. EVEN IN MANILA
!
!
!
AND AGAIN
!
!
!
!
!

73. UNTIL WE HAD
SOMETHING WORTHY TO
MOVE FORWARD.

77. #COLLABORATION
!
MOST OF THE TIME BUSINESS FAILED TO
INNOVATE NOT BECAUSE THEY DIDN’T
HAVE THE CAPABILITIES OR RESOURCES BUT
THE INABILITY TO COLLABORATE.

78. SUCCESSFUL UX PROJECT
IS NOT JUST ABOUT
DOING THE WORK.
!
IT’S ABOUT BRINGING
STAKEHOLDERS ON THE
JOURNEY

81. "AS WE'RE SITTING TOGETHER TO
DEVELOP A PRODUCT YOU WOULD
STRUGGLE TO IDENTIFY WHO THE
ELECTRICAL ENGINEER WAS,
WHO'S THE MECHANICAL
ENGINEER, WHO'S THE INDUSTRIAL
DESIGNER."

82. SMALL SCALED PILOT WITH
MULTIDISCIPLINARY TEAMS

84. PRODUCT/ BIZ MODEL/ SERVICE
MARKETING/ BRAND/ UX

85. PRODUCT/ BIZ MODEL/ SERVICE
MARKETING/ BRAND/ PR
TALENTS+CULTURE
+ENVIRONMENT
!

86. DISCOVERY
ADMINISTRATION
INTUITIONS
HYPOTHESIS
ORGANIC
AMBIGUOUS
LEARNING
LONG TERM
HIGH GROWTH
S.O.P
PROTOCOL
SCALABLE
PREDICTABLE
LEVERAGING
SHORT TERM
LOW GROWTH

89. designer as funder
designerfund.com/infographic

91. ORGANIZATIONAL
CULTURE IS CREATED BY
ALL PEOPLE INVOLVED.

92. CULTURAL CHANGE
IS FREAKING HARD

94. GREAT UX IS THE JOB
OF ENTIRE COMPANY

95. #COLLABORATION

97. http://turbotax.intuit.com/snaptax/mobile/
2011. 6
THE INNOVATION
CATALYSTS
Roger L. Martin

99. ★ Leader has to set the grand
challenge
★ Install system and culture that
work with the grand challenge,
allowing quick experiments
★ Create a model to pull insights out
of experiments, success or failur
★ Leader has to live by the same rule

100. THE THREE Cs OF
GREAT UX
!
#CURIOSITY
#COURAGE
#COLLABORATION
!

101. BRAND
EXPLORING
VALUE
KNOW WHY
KNOWLEDGE
LOGO
EXECUTING
COST
KNOW HOW
MANUFACTURE
KNOW YOUR MODES
AND BE ABLE TO SWITCH

102. WHY DO WE WANT
TO FOCUS ON UX?

103. THERE IS NO SUCH
THING AS SAFE MONEY.
!

105. NO BUSINESS PLANS
SURVIVE FIRST
CONTACT WITH
CUSTOMER

107. "INNOVATE OR DIE"
PETER DRUCKER
!
IT’S EVEN MORE TRUE TODAY.

109. VI
VIDEO OF 18 MONTH OLD BABY PLAYING WITH APP

110. THANK YOU