The document discusses the importance of UX design for engineering teams and companies. It provides examples of companies like Uber, Apple and Netflix that revolutionized their industries through good UX design. The presentation argues that introducing UX designers earlier in the product development process allows companies to gather user feedback through prototypes and ensure they are building solutions that meet real needs rather than assumptions. Incorporating UX design leads to faster development of better products that users want to use. The conclusion is that without UX design, engineering teams will build more expensive and slower solutions, startups may build things no one needs, and companies will miss out on greater growth and performance.

1. Why you’ll lose
without UX Design
Szilard Toth & Nicolas Python
AAVN DevDay Da Nang 2019

2. Who are we and how did we meet?
AAVN DevDay Da Nang 2019
Szilard Toth
CTO & cofounder
e· pilot GmbH
Nicolas Python
Head of Design
KLARA Business AG

3. Who are we and how did we meet?
AAVN DevDay Da Nang 2019
Szilard Toth
CTO & cofounder
e· pilot GmbH
Nicolas Python
Head of Design
KLARA Business AG

4. AAVN DevDay Da Nang 2019
e· pilot & KLARA are
both design driven
companies.
Why should we know anything about this topic?

5. AAVN DevDay Da Nang 2019
Something to clarify
UIUX =

6. Source: https://www.mckinsey.com/business-functions/mckinsey-design/our-insights/the-business-value-of-design
Why did we chose to have a design driven
approach?

7. Source: https://www.mckinsey.com/business-functions/mckinsey-design/our-insights/the-business-value-of-design
Total revenue is
double of the
competition.
Why did we chose to have a design driven
approach?

8. Source: https://www.siliconrepublic.com/business/good-ux-design-infographic
68% 62%
89%44%
Of users leave your
product, because of bad
UX Design
Of customers base future
purchases on past
Experience
Of users begin doing
business with competitor
after bad User
Experience
Of online shoppers will
tell their friends about a
bad User Experience
Why is that the case?

9. Source: https://www.fastcompany.com/1147825/300-million-continue-button
https://econsultancy.com/blog/9790-slow-loading-websites-cost-retailers-1-73bn-in-lost-sales-each-year
+
300’000’000.00
$-
2’400’000’000.00
$
Amazon increased revenues by 300m USD by
improving their checkout process
Sales lost by retailers because of slow loading
times on their websites
What does that mean in numbers?

10. Let’s take a look at
really bad UX
Design.

11. Los Angeles parking signs

12. Side by side urinals

13. Elevator buttons

14. Three Mile Island
nuclear accident

15. Enough about bad UX,
what about the great
ones?

16. UBER -
revolutionized
transit

17. Waiting for a taxi on a rainy day

18. Tapping a button to travel across the city

19. Apple -
revolutionized
communication

20. High-end smartphones in 2007

21. A complete new way to interact with your phone

22. Netflix -
revolutionized
entertainment

23. Trying to find a movie in your DVD store

24. Browse you favorite films online. With suggestions.

25. Now UX in an engineering environment.
Engineered in Ho Chi Minh City
Vietnam.

26. KLARA solves this problem:
Employee
Supplier
Customer
Your
business
Governmen
t
Insurance

27. KLARA solves this problem:
Employee
Supplier
Customer
Accountin
g
Governmen
t
Insurance
Your
business

28. And this is what it looked like

29. Not anymore

30. This is what it looks like now…

31. What happened?

32. What happened?
obviously design
happened.
But what does that
mean?

33. Let’s look at our engineering process before
design happened.
Business
analyst
Stake-
holder
s
Product
owner
Engineer

34. ?
!
Let’s look at our engineering process before
design happened.

35. That’s exactly what happened here

36. What is the problem?
Business
analyst
Stake-
holder
s
Product
owner
Engineer
? ?
??

37. What is the problem?
The users’ needs are
just assumptions
You know if it works, after the
implementation. Superexpensive
experiment!

38. Alessi juicy salif

39. Introducing design into the process
Business
analyst
Stakeholders
Product
owner
EngineerDesigners Clickable
prototype

40. Introducing design into the process
Business
analyst
Stakeholders
EngineerDesigners Clickable
prototype
Product
owner

41. Introducing design into the process
Business
analyst
Stakeholders
EngineerDesigners Clickable
prototype
Product
owner

42. That’s what the users told us to do

43. Prototype example with
Adobe XD

44. Prototype example with InVision

45. How UX design creates value
Faster, better decisions
because of visuality.
The user is part of the
solution.
You can test the solution
before you build it.
Cheaper, faster, better.

46. Guess what. We’re
not the only ones
who know the
importance of
design.

47. Designers in modern engineering environments
1:25 1:72
1:11 1:10
201
2

48. Designers in modern engineering environments
1:9 1:8
1:8 1:6
1:8
1:5
201
7

49. Why you’ll lose
without UX Design.

50. Why you’ll lose without UX Design.
As an engineer
You might lose
your job.

51. Why you’ll win with UX Design.
As an engineer
You’ll be a key player
in your company

52. Why you’ll lose without UX Design.
As a startup
You might build
something nobody
needs.

53. Why you’ll win with UX Design.
As a startup
You solve the right
problems and raise
more money.

54. Why you’ll lose without UX Design.
As a company
You’ll build more
expensive, slower
and worse
solutions.

55. Why you’ll win with UX Design.
As a company
You’ll build products
faster.
Products that your
users actually want.

56. Design is more
than a feeling: it
is a CEO-level
priority for growth
and long-term
performance.

57. And that’s why
you’ll lose
without UX
Design.

58. Thanks for
listening.
s.toth@epilot.cloud nicolas.python@klara.ch

59. Meet us later.