Here is a possible description: UX for Accountants: How to Enhance Your Customer Experience and Brand Value User experience (UX) is not only about designing websites or apps, but also about creating meaningful and satisfying interactions with your customers, clients, and stakeholders. UX is the user relationship with a brand over a period of time, and it can influence their loyalty, satisfaction, and trust. As an accountant, you may wonder how UX can benefit you and your profession. In this presentation, you will learn the concept and application of UX in accounting, and how it can help you improve your work efficiency, quality, and value. You will discover the ecosystem and stakeholders of accounting, and how to understand their needs, goals, and expectations. You will also see a case study of Nelayan 3T, a digital transformation project for fishermen in Indonesia, and how UX played a key role in its success. You will also learn the factors that influence a better UX, such as brand value, customer loyalty, and error prevention. You will see how some of the world's most valuable brands use UX to create a competitive edge and a positive reputation. Finally, you will explore the different types of accountants and their users, and how to apply UX principles and methods to your specific context. You will also find sources and references for further learning and inspiration. By the end of this presentation, you will have a better understanding of UX and how it can enhance your accounting practice. You will also have some practical tips and tools to start applying UX to your own projects and services. This presentation is suitable for accountants of all levels and backgrounds who want to learn more about UX and how it can benefit them and their customers. The presentation is written in English, except for some slides that are in Indonesian. The presentation has 12 slides in total. The presenter is Josh (Adi Tedjasaputra, MSc), the director of Customer Experience Insight Pty Ltd Australia. He has a rich experience in UX research, design, and education across various domains and industries. He is also the author of several books on UX and related topics. If you are interested in this presentation, please contact Josh at josh@cxinsight.com.au or visit his website at https://www.cxinsight.com.au/. He will be happy to answer your questions and share his insights with you. Thank you for your attention.

1. UX FOR
ACCOUNTANTS
JOSH (ADI TEDJASAPUTRA, MSc)
Director of Customer Experience Insight Pty Ltd
Australia
josh@cxinsight.com.au

2. Josh (Adi Tedjasaputra, MSC)
Director of Customer Experience Insight Pty Ltd
● MSc in Computer Systems Engineering (Denmark)
● Graduate Diploma in Education - majoring in
Computing Education and TESOL (Australia)
● Diploma in Japanese Language, Economics, and
Culture (Japan)
● Bachelor in Electrical Engineering (Indonesia)
● Graduate Certificate of Business Administration and
Management (Australia, towards completion)
● Certificate IV in Training and Assessment (Australia).
About Me

3. Memperluas wawasan dengan
memahami faktor manusia yang
dapat mempengaruhi proses dan
hasil pekerjaan seorang akuntan.
Mengenal konsep dan prinsip
“humanity-centred” yang
dapat diaplikasikan dalam
pekerjaan seorang akuntan.
Manusia dan Humanity-centred

4. Penghematan dan Brand
Hemat Biaya, Waktu, dan
Usaha kerja
Penambahan Nilai Brand

5. User Experience encompasses all
aspects of the end-user’s interaction
with the company, its services, and its
products. (Norman and Nielsen 2016)
Synaptic Pruning
What is UX?

6. UX Beyond Interaction
Business Government Environment Human
Beings

7. Ekosistem Akuntansi
Perusahaan
Pajak Misi dan Visi
Perusahaan
Klien Konsumen
Pemangku Kepentingan

8. ● Sistem Akutansi
● Pelaporan Pajak
● Strategi Transformasi Digital
● Fokus pada Ekosistem dan Pemangku Kepentingan Ekosistem
Studi Kasus: Nelayan 3T

9. WHAT is a Better UX?
User Experience (UX) is user relationship with a brand
over a period of time.

10. “Metro Bank in January revealed that it had
miscategorised a large number of commercial
loans, meaning it did not have as much capital against
them as it should.”
“It also said that, despite the loss of several high-value
depositors, the bulk of its retail and business customers
remained loyal.”
“Some of Metro Bank’s largest customers left the bank
after the discovery of a historic accounting error in
the first quarter, damaging growth at the under-fire
British lender.”
UX EXAMPLE:
ACCOUNTING ERROR

11. Management Accountant Investment Accountant
Advises senior management on financial
decisions
Work specifically in brokerage and asset
management firms and maintain
investments for their clients
Financial Advisor Project Accountant
Helps individuals make short and
long-term decisions to spend or invest
their money
Provides regular reports to management
and executives on whether a company’s
project is over or under budget
Siapa Pengguna dan Apa Tujuannya?

12. User Experience (UX) is user relationship with a
brand over a period of time.
Sumber: https://www.visualcapitalist.com/top-100-brand-value-2023/
Brand Ranking and Valuation

13. UX Fair Value
● Veolia Water UK PLC
● Historical Cost ->
Fair Value
● Keuntungan:
Ekuitas Naik 40%

14. UX Fair Value
Dilakukan oleh penilai
independen, yang mempunyai
keahlian khusus (UX Expert)
Heuristic Evaluation: Penilaian
kebergunaan antarmuka (User
Interface atau UI) secara
independen berdasarkan
kaidah-kaidah UX

15. Statement of
Financial Position:
Aset = Ekuitas +
Liabilitas
Statement of UX Position
Aset: sumber daya
yang mempunyai
potensi untuk
memberikan
keuntungan ekonomis
di masa depan
Ekuitas: Klaim
dari pemegang
kepentingan
Liabilitas: Klaim
dari pihak lain
Statement of
UX Position:
UX = UX Equity + UX
Debt

16. Credibility Accessibility Desirability Utility Learnability Consistency
UX Equity

17. Credibility

18. Accessibility

19. Desirability

20. Utility

21. Learnability

22. Consistency

23. Inconsistency Inaccessibility Load Time Stakeholder
Insight
Business
Insight
Environmental
Insight
UX Debt

24. UX Depreciation
Kapitalisasi biaya UX:
● Biaya desain, penelitian, evaluasi,
implementasi, dan perbaikan.
● Biaya tenaga kerja
Perhitungan Depresiasi UX:
● Amortisasi biaya dengan metode Garis
Lurus (Straight Line) selama “masa hidup”.
● Masa hidup: Biasanya dua (2) tahun.

25. Pembelajaran dari Lufthansa
Image Source: newsroom.lufthansagroup.com

26. Memperpanjang “Masa Hidup” UX
Melakukan proses UX
secara berulang
Gunakan siklus proses
yang pendek
Lakukan siklus
secara teratur

27. Pembelajaran dari Google
Google, 5 Oktober 2023
Google, 5 Oktober 2018
Google, 5 Oktober 2012

28. Thank You
JOSH (ADI TEDJASAPUTRA)
Director of Customer Experience Insight Pty Ltd
Australia
josh@cxinsight.com.au

29. JOSH (ADI TEDJASAPUTRA)
Director of Customer Experience Insight Pty Ltd
Australia
josh@cxinsight.com.au