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User	
  Experience	
  Design
Enhancing lives through user-centric design thinking
Raven	
  Chai
Founding	
  Principal	
  Consultant
UX	
  Consulting	
  Pte	
  Ltd
Presentation at Plug N Work, Sao Paulo, Brazil
About	
  Myself
• Founded	
  UX	
  Consulting	
  in	
  2008
• Based	
  in	
  Singapore
• Only	
  worked	
  with	
  clients	
  with	
  local	
  
presence
• Love	
  any	
  type	
  of	
  sports	
  -­‐	
  except	
  golf
• A	
  foodie	
  and	
  will	
  continue	
  to	
  be	
  one
• A	
  lifelong	
  Liverpool	
  FC	
  	
  	
  	
  	
  	
  	
  	
  fan	
  and	
  
will	
  always	
  be
4
RAVEN CHAI
Director & Principal Consultant
• Over 15 years experience as a technologist, designer and user
experience practitioner
• Lead UX consultant for SingTel since 2008
• Formed a local UX Community - UXSG
User Experience Professional Association - Asia Region, Leadership Team
Founder & Principal Consultant
Founder of UXSG Community
Partnership / Mentorship
CertiGied	
  Practising	
  Management	
  Consultant	
  under	
  SPRING	
  Singapore
About Us
We	
  help	
  our	
  clients	
  to:
• Conduct	
  user	
  research	
  to	
  extract	
  meaningful	
  customer	
  insights
(not	
  market	
  research)
• Design	
  solutions	
  base	
  on	
  these	
  customer	
  insights	
  and	
  global	
  best	
  practices
(we	
  are	
  not	
  design	
  agency)
• Evaluate	
  the	
  effective	
  of	
  the	
  design	
  and	
  measure	
  it’s	
  performance	
  
(design	
  is	
  not	
  a	
  one-­‐time	
  effort)
• Empower	
  our	
  clients	
  through	
  knowledge	
  transfer	
  
(it’s	
  a	
  continuous	
  journey	
  you	
  need	
  to	
  improve	
  your	
  business)
What	
  We	
  Do	
  in	
  Short
UX Consulting - What We Do
Design	
  Research	
  and	
  Service	
  Design	
  Methodology
Some stuff I’m involved in...
Public	
  Sector
Private	
  Sector
Past Usability Studies conducted by UX Consulting
Raven	
  has	
  been	
  involved	
  in	
  more	
  than	
  100	
  projects	
  across	
  various	
  industries	
  and	
  of	
  different	
  products	
  -­‐	
  
eServices,	
  course	
  program	
  site,	
  large	
  corporate	
  websites,	
  eCommerce	
  ,	
  lifestyle,	
  B2B	
  portals	
  and	
  TV	
  apps.	
  
Speaker at User Friendly China 2011 Conference @Suzhou, China
Speaker at UX Hong Kong 2012 Conference
Speaker and Design Judge at User Friendly China 2012 Conference @Beijing, China
Panel Speaker at 2012 Taiwan Ux Summit 台灣使用者經驗高峰會
Organiser of UX Singapore 2010 & 2011 Workshop
Organiser of UXSG Conference 2013
Presentation at Plug N Work, Sao Paulo, Brazil
Relationship - UX is not UI
UI
UX
h"p://www.kickerstudio.com/blog/2008/12/the-­‐disciplines-­‐of-­‐user-­‐experience/
UX
UI
how	
  people	
  feels	
  while	
  they	
  
do	
  certain	
  things
what	
  people	
  use	
  to	
  interact	
  
with	
  the	
  product
Emotional
Technical
Success Stories
Success Stories
How can mobile apps helps people
to improve the quality of life?
Success Stories
Design	
  ROI	
  -­‐	
  Measuring	
  the	
  return	
  on	
  investment	
  for	
  design	
  is	
  a	
  long-­‐term	
  pursuit.
If	
  stock	
  price	
  can	
  be	
  viewed	
  as	
  a	
  proxy	
  for	
  the	
  impact	
  of	
  design	
  in	
  the	
  marketplace,	
  consider	
  the	
  performance	
  of	
  this	
  bucket	
  of	
  10	
  Girms	
  
that	
  have	
  invested	
  signiGicantly	
  in	
  design	
  over	
  the	
  last	
  10	
  years.	
  Note:	
  To	
  normalize	
  data,	
  we	
  left	
  Apple	
  off	
  the	
  list.
Article:	
  “6	
  Keys	
  For	
  Turning	
  Your	
  Company	
  Into	
  A	
  Design	
  Powerhouse”	
  by	
  Jeneanne	
  Rae	
  published	
  in	
  http://www.fastcodesign.com/
Success Stories
Source:	
  ArNcle	
  from	
  Jared	
  M.	
  Spool,	
  Nov	
  30,	
  2011,	
  h"p://johnnyholland.org/2012/10/ux-­‐the-­‐new-­‐brand-­‐leaders/
Why UX can be next catalyst?
Why UX designers are problem solvers?
1
Discover	
  &	
  Understand	
   Iden%fy	
  problems	
  and	
  opportuni%es	
  for	
  improvement
2
User	
  Research	
  &	
  Idea$on generate	
  insights	
  through	
  observa%on	
  &	
  immersion
3
Collabora$ve	
  Design develop	
  ideas	
  to	
  concepts,	
  and	
  translate	
  into	
  prototypes
4
Storytelling	
  &	
  Presenta$on illustrate	
  interac%ons	
  through	
  customer	
  journey
How do we transfer UX knowledge to product teams?
Case	
  Study:
Key	
  projects	
  being	
  commissioned:	
  
Next	
  Genera%on	
  Digital	
  Retail	
  Store Revamp	
  Corporate	
  WebsiteNext	
  Genera%on	
  Online	
  Store
What	
  we	
  did:	
  
Re-­‐alignment	
  of	
  Retail	
  and	
  Digital	
  Experience	
  to	
  complement	
  each	
  other
SingTel Digital Retail Store Concept (1st store @Jurong Point launched on 15 Jan 2009)
A	
  complete	
  redesign	
  of	
  SingTel	
  retail	
  stores	
  with	
  that	
  won	
  2	
  awards:
•Global	
  POPAI	
  Awards	
  -­‐	
  Gold	
  Award	
  (Digital	
  and	
  Interac4ve	
  Media	
  
category)
•Singapore	
  Retailers	
  Associa4on	
  (SRA)	
  Awards	
  2009	
  for	
  Best	
  Retail	
  
Concept	
  of	
  the	
  Year
(1)	
  Creation	
  of	
  Digital	
  Stores	
  Concept	
  with	
  collaboration	
  with	
  multi-­‐agencies	
  and	
  domain	
  experts
(2)	
  Information	
  Architecture	
  and	
  Touch	
  Screen	
  Design
New Launch in Jurong Point
New Launch in Jurong Point
Service	
  Design:	
  prototyping	
  service	
  moments	
  with	
  employees
New Launch in Jurong Point
Implementation	
  through	
  multi-­‐disciplinary	
  collaboration
Before and After for [SingTel Digital Retail Store Concept]
Before - Brick and Mortar After - Digital Lifestyle
SingTel	
  Comcentre
The acceleration of startup scene in Singapore started back in 2008
Presentation at Plug N Work, Sao Paulo, Brazil
Presentation at Plug N Work, Sao Paulo, Brazil
Presentation at Plug N Work, Sao Paulo, Brazil
Presentation at Plug N Work, Sao Paulo, Brazil
Presentation at Plug N Work, Sao Paulo, Brazil
Presentation at Plug N Work, Sao Paulo, Brazil
Presentation at Plug N Work, Sao Paulo, Brazil
Presentation at Plug N Work, Sao Paulo, Brazil
Presentation at Plug N Work, Sao Paulo, Brazil
Jeff Gothelf
Presentation at Plug N Work, Sao Paulo, Brazil
Presentation at Plug N Work, Sao Paulo, Brazil
Presentation at Plug N Work, Sao Paulo, Brazil
Concentrated within or near the city area where the actions are
Presentation at Plug N Work, Sao Paulo, Brazil
Presentation at Plug N Work, Sao Paulo, Brazil
Presentation at Plug N Work, Sao Paulo, Brazil
Presentation at Plug N Work, Sao Paulo, Brazil
I	
  think	
  this	
  idea	
  
will	
  change	
  the	
  
world,	
  super	
  
excited	
  about	
  it!
Some dialogues I had with Startups
“Everyone	
  I	
  have	
  just	
  mentioned	
  a	
  while	
  ago.	
  Furthermore,	
  I	
  believe	
  
people	
  from	
  here	
  +	
  there	
  will	
  Find	
  it	
  attractive	
  too,	
  we	
  can	
  extend	
  the	
  
modules	
  to	
  do	
  this	
  and	
  that	
  too”
“So,	
  who	
  are	
  your	
  intended	
  users	
  (or	
  customers)	
  
for	
  the	
  app	
  you	
  are	
  designing	
  for?”
“Really?!?	
  Basically	
  you	
  don’t	
  even	
  know	
  what	
  
speciMic	
  problems	
  you	
  are	
  trying	
  to	
  solve”
“How	
  do	
  you	
  come	
  about	
  building	
  this	
  app	
  in	
  the	
  First	
  place?”
“I	
  Find	
  it	
  frustrated	
  or	
  inefFicient	
  to	
  do	
  certain	
  things,	
  I	
  believe	
  I	
  can	
  solve	
  
the	
  problem	
  better	
  through	
  my	
  idea.	
  I’m	
  the	
  best	
  user	
  after	
  all,	
  isn’t	
  it?”
“Great,	
  so	
  who	
  else	
  have	
  you	
  validated	
  your	
  ideas	
  with?”
“Myself,	
  ...	
  and	
  a	
  couple	
  of	
  my	
  friends,	
  they	
  said	
  the	
  idea	
  is	
  cool!”
“Err.....	
  you	
  mean	
  everyone	
  else	
  behaves	
  exactly	
  like	
  you???”
Why the UX of my
app is not good?
“I	
  have	
  built	
  a	
  list	
  of	
  great	
  features	
  but	
  I	
  (or	
  my	
  investor)	
  
feel	
  that	
  the	
  user	
  experience	
  is	
  not	
  good”
“In	
  what	
  way	
  you	
  Find	
  the	
  user	
  
experience	
  is	
  not	
  good?”
“The	
  UI	
  is	
  not	
  sleek	
  enough,	
  I	
  need	
  to	
  make	
  it	
  more	
  beautiful	
  and	
  attractive	
  
-­‐	
  perhaps	
  by	
  adding	
  a	
  couple	
  of	
  nice	
  icons	
  here	
  and	
  there...”
“I	
  see,	
  your	
  deMinition	
  of	
  good	
  user	
  experience	
  =	
  better	
  user	
  interface,	
  
no	
  wonder	
  the	
  user	
  experience	
  of	
  your	
  app	
  sucks...”
Slide 85
Perception	
  of	
  UX	
  within	
  the	
  startup	
  communities
A	
  “user-­‐friendly”	
  UI	
  =	
  Good	
  UX
h"p://whitneyhess.com/blog/2012/08/25/if-­‐vcs-­‐understood-­‐ux/
Dear	
  VCs,	
  these	
  slides	
  are	
  specially	
  for	
  you	
  :)
h"p://whitneyhess.com/blog/2012/08/25/if-­‐vcs-­‐understood-­‐ux/
Slide 91
Economy	
  Focus
To	
  turn	
  Singapore	
  into	
  a	
  leading	
  centre	
  for	
  
contemporary	
  design	
  in	
  Asia.
Extracts	
  from	
  ofGicial	
  report,	
  The	
  “Design	
  Singapore”	
  Initiative
Slide 92
Singapore’s	
  Vision
“A	
  global	
  cultural	
  and	
  business	
  hub	
  for	
  the	
  design	
  
of	
  products,	
  content,	
  and	
  services,	
  where	
  design	
  
consciousness	
  and	
  creativity	
  permeated	
  all	
  aspects	
  
of	
  work,	
  home	
  and	
  recreation”.
Slide 93
Evolution	
  of	
  Design	
  in	
  Singapore
Focus
Before 1995
Industrial	
  Design
Architectural,	
  Industrial	
  
Design,	
  Product	
  
Manufacturing
2001
Web	
  Programming
Programming,
Graphic	
  Design,
Interactive	
  Web
2007
Usability	
  Engineering
Testing,
Evaluation
2012
Experience	
  Design
Multi-­‐Channel	
  
Design
Interaction	
  
Design
Service	
  Design
Slide 102
Be	
  An	
  Integrator
Slide 103
Adapt	
  Global	
  Best	
  Practices	
  
for	
  Local	
  Context
Think Globally Connect Locally
Changes need to start by ourselves first
As an individual, we then share online UX web resources
Smashing	
  Magazine
UX	
  Booth
UIE	
  Blog
Johnny	
  Holland UX	
  Matters
Fast	
  Company
Initiative to Build a more Holistic User Experience Community in Singapore
Organise	
  Meetup	
  Sessions UXSG	
  Facebook	
  Group
UXSG	
  Facebook	
  group
DestrActions
IxDA	
  Singapore	
  chapter
Next	
  Bank	
  Asia
Design	
  Singapore	
  Council
Cohesive Local Community Platforms
Regional Conferences
UX	
  Taiwan User	
  Friendly	
  China
UX	
  Hong	
  Kong
HCD	
  Net	
  Japan
UX	
  Singapore
International Conferences
IxDA	
  Conference UX	
  Lisbon
UXPA	
  International
UX	
  London
UX	
  Australia
Slide 110
Opportunities
Bounce-­‐Off	
  Ideas	
  .	
  	
  
Provide	
  Expertise	
  	
  .	
  	
  
Business	
  Partnerships	
  	
  .	
  	
  
Provide	
  Thought	
  Leadership	
  .
Transform	
  our	
  Education	
  System	
  .	
  	
  
Connect	
  Cross-­‐Border	
  Design	
  Communities	
  .
Slide 111
Let’s	
  Start	
  a	
  Dialogue
Raven	
  Chai
Email:	
  raven@uxconsulting.com.sg
Twitter:	
  @ravenchai
Presentation at Plug N Work, Sao Paulo, Brazil

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Presentation at Plug N Work, Sao Paulo, Brazil

  • 1. User  Experience  Design Enhancing lives through user-centric design thinking Raven  Chai Founding  Principal  Consultant UX  Consulting  Pte  Ltd
  • 3. About  Myself • Founded  UX  Consulting  in  2008 • Based  in  Singapore • Only  worked  with  clients  with  local   presence • Love  any  type  of  sports  -­‐  except  golf • A  foodie  and  will  continue  to  be  one • A  lifelong  Liverpool  FC                fan  and   will  always  be
  • 4. 4 RAVEN CHAI Director & Principal Consultant • Over 15 years experience as a technologist, designer and user experience practitioner • Lead UX consultant for SingTel since 2008 • Formed a local UX Community - UXSG User Experience Professional Association - Asia Region, Leadership Team Founder & Principal Consultant Founder of UXSG Community Partnership / Mentorship CertiGied  Practising  Management  Consultant  under  SPRING  Singapore
  • 5. About Us We  help  our  clients  to: • Conduct  user  research  to  extract  meaningful  customer  insights (not  market  research) • Design  solutions  base  on  these  customer  insights  and  global  best  practices (we  are  not  design  agency) • Evaluate  the  effective  of  the  design  and  measure  it’s  performance   (design  is  not  a  one-­‐time  effort) • Empower  our  clients  through  knowledge  transfer   (it’s  a  continuous  journey  you  need  to  improve  your  business) What  We  Do  in  Short
  • 6. UX Consulting - What We Do Design  Research  and  Service  Design  Methodology
  • 7. Some stuff I’m involved in... Public  Sector Private  Sector
  • 8. Past Usability Studies conducted by UX Consulting Raven  has  been  involved  in  more  than  100  projects  across  various  industries  and  of  different  products  -­‐   eServices,  course  program  site,  large  corporate  websites,  eCommerce  ,  lifestyle,  B2B  portals  and  TV  apps.  
  • 9. Speaker at User Friendly China 2011 Conference @Suzhou, China
  • 10. Speaker at UX Hong Kong 2012 Conference
  • 11. Speaker and Design Judge at User Friendly China 2012 Conference @Beijing, China
  • 12. Panel Speaker at 2012 Taiwan Ux Summit 台灣使用者經驗高峰會
  • 13. Organiser of UX Singapore 2010 & 2011 Workshop
  • 14. Organiser of UXSG Conference 2013
  • 16. Relationship - UX is not UI UI UX h"p://www.kickerstudio.com/blog/2008/12/the-­‐disciplines-­‐of-­‐user-­‐experience/
  • 17. UX UI how  people  feels  while  they   do  certain  things what  people  use  to  interact   with  the  product Emotional Technical
  • 20. How can mobile apps helps people to improve the quality of life? Success Stories
  • 21. Design  ROI  -­‐  Measuring  the  return  on  investment  for  design  is  a  long-­‐term  pursuit. If  stock  price  can  be  viewed  as  a  proxy  for  the  impact  of  design  in  the  marketplace,  consider  the  performance  of  this  bucket  of  10  Girms   that  have  invested  signiGicantly  in  design  over  the  last  10  years.  Note:  To  normalize  data,  we  left  Apple  off  the  list. Article:  “6  Keys  For  Turning  Your  Company  Into  A  Design  Powerhouse”  by  Jeneanne  Rae  published  in  http://www.fastcodesign.com/ Success Stories
  • 22. Source:  ArNcle  from  Jared  M.  Spool,  Nov  30,  2011,  h"p://johnnyholland.org/2012/10/ux-­‐the-­‐new-­‐brand-­‐leaders/ Why UX can be next catalyst?
  • 23. Why UX designers are problem solvers?
  • 24. 1 Discover  &  Understand   Iden%fy  problems  and  opportuni%es  for  improvement 2 User  Research  &  Idea$on generate  insights  through  observa%on  &  immersion 3 Collabora$ve  Design develop  ideas  to  concepts,  and  translate  into  prototypes 4 Storytelling  &  Presenta$on illustrate  interac%ons  through  customer  journey How do we transfer UX knowledge to product teams?
  • 25. Case  Study: Key  projects  being  commissioned:   Next  Genera%on  Digital  Retail  Store Revamp  Corporate  WebsiteNext  Genera%on  Online  Store What  we  did:   Re-­‐alignment  of  Retail  and  Digital  Experience  to  complement  each  other
  • 26. SingTel Digital Retail Store Concept (1st store @Jurong Point launched on 15 Jan 2009) A  complete  redesign  of  SingTel  retail  stores  with  that  won  2  awards: •Global  POPAI  Awards  -­‐  Gold  Award  (Digital  and  Interac4ve  Media   category) •Singapore  Retailers  Associa4on  (SRA)  Awards  2009  for  Best  Retail   Concept  of  the  Year (1)  Creation  of  Digital  Stores  Concept  with  collaboration  with  multi-­‐agencies  and  domain  experts (2)  Information  Architecture  and  Touch  Screen  Design
  • 27. New Launch in Jurong Point
  • 28. New Launch in Jurong Point Service  Design:  prototyping  service  moments  with  employees
  • 29. New Launch in Jurong Point Implementation  through  multi-­‐disciplinary  collaboration
  • 30. Before and After for [SingTel Digital Retail Store Concept] Before - Brick and Mortar After - Digital Lifestyle SingTel  Comcentre
  • 31. The acceleration of startup scene in Singapore started back in 2008
  • 45. Concentrated within or near the city area where the actions are
  • 50. I  think  this  idea   will  change  the   world,  super   excited  about  it! Some dialogues I had with Startups
  • 51. “Everyone  I  have  just  mentioned  a  while  ago.  Furthermore,  I  believe   people  from  here  +  there  will  Find  it  attractive  too,  we  can  extend  the   modules  to  do  this  and  that  too” “So,  who  are  your  intended  users  (or  customers)   for  the  app  you  are  designing  for?” “Really?!?  Basically  you  don’t  even  know  what   speciMic  problems  you  are  trying  to  solve”
  • 52. “How  do  you  come  about  building  this  app  in  the  First  place?” “I  Find  it  frustrated  or  inefFicient  to  do  certain  things,  I  believe  I  can  solve   the  problem  better  through  my  idea.  I’m  the  best  user  after  all,  isn’t  it?” “Great,  so  who  else  have  you  validated  your  ideas  with?” “Myself,  ...  and  a  couple  of  my  friends,  they  said  the  idea  is  cool!” “Err.....  you  mean  everyone  else  behaves  exactly  like  you???”
  • 53. Why the UX of my app is not good? “I  have  built  a  list  of  great  features  but  I  (or  my  investor)   feel  that  the  user  experience  is  not  good” “In  what  way  you  Find  the  user   experience  is  not  good?” “The  UI  is  not  sleek  enough,  I  need  to  make  it  more  beautiful  and  attractive   -­‐  perhaps  by  adding  a  couple  of  nice  icons  here  and  there...” “I  see,  your  deMinition  of  good  user  experience  =  better  user  interface,   no  wonder  the  user  experience  of  your  app  sucks...”
  • 54. Slide 85 Perception  of  UX  within  the  startup  communities A  “user-­‐friendly”  UI  =  Good  UX
  • 57. Slide 91 Economy  Focus To  turn  Singapore  into  a  leading  centre  for   contemporary  design  in  Asia. Extracts  from  ofGicial  report,  The  “Design  Singapore”  Initiative
  • 58. Slide 92 Singapore’s  Vision “A  global  cultural  and  business  hub  for  the  design   of  products,  content,  and  services,  where  design   consciousness  and  creativity  permeated  all  aspects   of  work,  home  and  recreation”.
  • 59. Slide 93 Evolution  of  Design  in  Singapore Focus Before 1995 Industrial  Design Architectural,  Industrial   Design,  Product   Manufacturing 2001 Web  Programming Programming, Graphic  Design, Interactive  Web 2007 Usability  Engineering Testing, Evaluation 2012 Experience  Design Multi-­‐Channel   Design Interaction   Design Service  Design
  • 60. Slide 102 Be  An  Integrator
  • 61. Slide 103 Adapt  Global  Best  Practices   for  Local  Context Think Globally Connect Locally
  • 62. Changes need to start by ourselves first
  • 63. As an individual, we then share online UX web resources Smashing  Magazine UX  Booth UIE  Blog Johnny  Holland UX  Matters Fast  Company
  • 64. Initiative to Build a more Holistic User Experience Community in Singapore Organise  Meetup  Sessions UXSG  Facebook  Group
  • 65. UXSG  Facebook  group DestrActions IxDA  Singapore  chapter Next  Bank  Asia Design  Singapore  Council Cohesive Local Community Platforms
  • 66. Regional Conferences UX  Taiwan User  Friendly  China UX  Hong  Kong HCD  Net  Japan UX  Singapore
  • 67. International Conferences IxDA  Conference UX  Lisbon UXPA  International UX  London UX  Australia
  • 68. Slide 110 Opportunities Bounce-­‐Off  Ideas  .     Provide  Expertise    .     Business  Partnerships    .     Provide  Thought  Leadership  . Transform  our  Education  System  .     Connect  Cross-­‐Border  Design  Communities  .
  • 69. Slide 111 Let’s  Start  a  Dialogue