UXSG Office Visit #3 for Singapore Polytechnic S.E.E.D Student Interest Group - UX at bellabox Nov 15th 2014

1. 15th Nov 2014
UXSG Office Visit #3
for Singapore Polytechnic
S.E.E.D Student Interest Group

2. topics
• How UX is being practiced in each company / workflow in the UX
company
• about bellabox
• UX at bellabox
• The history of yourself
• How did you venture into the UX industry
• What were you doing previously
• What do you like about UX / What made you stay in the field of
UX?

3. bellabox
virtual office visit
for Singapore Polytechnic
S.E.E.D Student Interest Group

4. about bellabox
started in Oct 2011 in Australia & Singapore by twin sisters Emily & Sarah Hamilton
“bella” was their first family dog & “box” comes from the box business

16. UX at bellabox
Re-design of 2 year old
business processes and system architecture
as we grew from 8k+ to 45k customers within a year
our question :
how do we support even more customers
and keep them happy?

17. design & dev team
2 UX Designers, 1 Design Intern, 1 Visual Designer
1 Front-end Developer
1 Infra (Full Stack), 3 Web Developers

18. Credit : https://medium.com/@tyahma/how-to-hire-product-people-aab926e077c8

19. Credit : https://medium.com/@tyahma/how-to-hire-product-people-aab926e077c8

20. the process
• understanding our environment
• understanding our customers
• design strategy
• product requirements and analysis
• product roadmap
• information architecture
• task flows
• prototyping & testing
• development
• marketing launch & measuring

21. understanding
our environment
across 15 days
2 countries
20+ team member interviews
and 2 workshops
focused on “user experience” as
a topic to identify where,how
and who we would start with
hybrid approach with design,
development
PO co-located at their office
80-90% of time

22. understanding
our customers
2 days
2 countries
20+ team members
focused on “customer journey”
as a topic
to identify where,how and who
we would start with
helped identify key customer
journey points to tackle for the
project

23. design & dev strategy

24. product requirements
& analysis
• Product Design
• Epic Planning and Prioritisation
• Understanding user research done by
bellabox team
• Competitor Analysis (Functional and Visual)
• Discuss Brand Strategy
• Technical
• Initial System Analysis on v1
• Migration Planning (Data and Settings)
• Setup Test Environments for Drupal
• Operations
• Prototype new box allocation and payment
check flow for AU Women

25. setting up the roadmap
& focus on delivery
S P R I N T
( 2 W E E K S ) 1
1 1 T H N O V
2 0 1 3
2
2 5 T H N O V
2 0 1 3
3
9 T H D E C
2 0 1 3
4
2 3 R D D E C
2 0 1 3
X M A S /
N E W Y E A R
5
6 T H J A N
2 0 1 4
6
2 0 T H J A N
2 0 1 4
D R A F T
7
3 R D F E B
2 0 1 4
D R A F T
8
1 7 T H F E B
2 0 1 4
D R A F T
9
3 R D M A R
2 0 1 4
B E TA O P T I N
1 0
1 7 T H M A R
2 0 1 4
D R A F T
1 1
3 1 S T M A R
2 0 1 4
P R O D U C T
D E S I G N
M I K E ,
C H A R M A I N E ,
S H E L D O N
Z AV I E R
M I C H A E L
R E S E A R C H
A N A LY S I S
E P I C P L A N N I N G
R E S E A R C H
A N A LY S I S
S T O RY
P R I O R I T I S AT I O N
I N F O R M AT I O N
A R C H I T E C T U R E
TA S K F L O W S
TA S K F L O W S
P R O T O T Y P E S
TA S K F L O W S
W I R E F R A M E S
V I S U A L D E S I G N
W I R E F R A M E S
V I S U A L D E S I G N
W I R E F R A M E S
V I S U A L D E S I G N
F R O N T- E N D
W I R E F R A M E S
V I S U A L D E S I G N
F R O N T- E N D
T E S T I N G
F R O N T- E N D Q A
V 2 . 1 D E S I G N V 2 . 1 D E S I G N
T E C H
A LV I N , A L E X
RYA N , A L I F
M I C H A E L
I N I T I A L S Y S T E M
A N A LY S I S
A R C H I T E C T U R E
M I G R AT I O N
PAY M E N T 1 . 5
O R D E R 1 . 5
M I G R AT I O N
PAY M E N T 1 . 5
O R D E R 1 . 5
M I G R AT I O N
PAY M E N T 1 . 5
O R D E R 1 . 5
F E E D B A C K 1 . 5
M O B I L E M A I L S
1 . 5
M I G R AT I O N
P L A N N I N G
I N V E N T O RY
S U B S C R I P T I O N
S T O R E
B R A N D
M A N A G E M E N T
O R D E R S
A L L O C AT I O N
M U LT I - C O U N T RY
PAY M E N T 2 . 0
M I G R AT I O N
S H I P P I N G
P R O F I L E S
P R O M O T I O N S
F E E D B A C K 2 . 0
C S 2 . 0
A R T I C L E S
R E WA R D S
N O T I F I C AT I O N S
A N A LY S I S
R E P O R T I N G
T E S T I N G ,
I T E R AT I N G
T E S T I N G ,
I T E R AT I N G
PA R C E L
T R A C K I N G
D A S H B O A R D S
T E S T I N G ,
I T E R AT I N G
O P E R AT I O N S
E M I LY, S A R A H ,
J A S M I N E ,
AT I Q A H , K AY L A
A L E X A N D R E ,
M A R I O N ,
E M I LY V.
A L E X , M I C H A E L
A L L O C AT I O N 1 . 5
A U S T R A L I A
W O M E N
PAY M E N T 1 . 5
A U S T R A L I A
W O M E N
A L L O C AT I O N 1 . 5
A U S T R A L I A
W O M E N
PAY M E N T 1 . 5
A U S T R A L I A
W O M E N
A L L O C AT I O N 1 . 5
A U S T R A L I A
W O M E N
PAY M E N T 1 . 5
A U S T R A L I A
W O M E N
PAY M E N T 1 . 5
A U S T R A L I A
W O M E N
F E E D B A C K 1 . 5
D E C B O X
S I N G A P O R E
A L L O C AT I O N 1 . 5
A U S T R A L I A
W O M E N
PAY M E N T 1 . 5
A U S T R A L I A
W O M E N
C U S T O M E R
S E R V I C E 1 . 5 -
I N T E R C O M . I O
S I N G A P O R E
A L L O C AT I O N 1 . 5
A U S T R A L I A
W O M E N
PAY M E N T 1 . 5
A U S T R A L I A
W O M E N
F E E D B A C K 1 . 5
J A N B O X
S I N G A P O R E
A U S T R A L I A
A N A LY T I C S 1 . 5
A L L O C AT I O N 1 . 5
A U S T R A L I A
W O M E N
PAY M E N T 1 . 5
A U S T R A L I A
W O M E N
A N A LY T I C S 1 . 5
A L L O C AT I O N 1 . 5
A U S T R A L I A
W O M E N
PAY M E N T 1 . 5
A U S T R A L I A
W O M E N
F E E D B A C K 1 . 5
F E B B O X
S I N G A P O R E
A U S T R A L I A
C U S T O M E R
S E R V I C E 2 . 0
I N T E R C O M . I O
A U S T R A L I A
A L L O C AT I O N 2 . 0
A U S T R A L I A
W O M E N
PAY M E N T 2 . 0
A U S T R A L I A
S I N G A P O R E
A L L
A N A LY T I C S 2 . 0
A L L O C AT I O N 2 . 0
A U S T R A L I A
W O M E N
PAY M E N T 2 . 0
A U S T R A L I A
S I N G A P O R E
A L L
F E E D B A C K 2 . 0
M A R B O X
S I N G A P O R E
A U S T R A L I A
A N A LY T I C S 2 . 0
A L L O C AT I O N 2 . 0
A U S T R A L I A
W O M E N
PAY M E N T 2 . 0
A U S T R A L I A
S I N G A P O R E
A L L
A N A LY T I C S 2 . 0
M A R K E T I N G
E M I LY, S A R A H ,
S T E P H A N I E ,
B I Y I N G , L A U R E N ,
B E C K S
A L B E R T
G O T O M A R K E T
P L A N N I N G
M I G R AT E
A C Q U I S I T I O N
T R A C K I N G -
G O O G L E TA G
M A N A G E R
M I G R AT E
A C Q U I S I T I O N
T R A C K I N G -
G O O G L E TA G
M A N A G E R
A L P H A S I T E
S N E A K P E A K
B E TA O P T I N
- V O L U N T E E R
- I N V I T E S
L I V E I N V I T E S

26. user scenarios
Scenario 1 (Example)
Description in the form of a job story from
the perspective of the user: When you ___,
you want to ___, so you can ___.
When you have a Bellabox subscription, you
want to check your dashboard, so you can
keep up with the status of your boxes, pending
orders, and anything that needs my attention.
User Tasks
These are the tasks you want the user to be
able to complete.
• Check the status of your next box
• Check the status of your pending orders

27. information architecture

28. task flow analysis

29. user interface flow

30. test early & often

31. prototyping
for Mobile

33. beta launch -> Live

34. key learnings

35. key learnings
• Business as usual while over-hauling a business is incredibly tough
work
• We have had key project team members leave due to the hectic nature
of running a business and creating a new platform
• Maintain focus on customer needs
• Don’t be distracted by growth. You are at critical juncture where lack of
focus can delay project plans significantly

36. key learnings
• Hybrid model kinda works
• Lean In-house dev team
• Combined with Heavy out-sourced Design & Dev team
• Looking back, we would move towards in-house sooner rather than later
after majority of work is completed BUT hiring is tough (for everyone)
• Learn from Enterprise
• Be great at documentation, process design
• Identify bottlenecks early and work on removing obstacles

37. history about myself

38. How did I venture into
UX Industry?
how did i venture into
ux industry?

43. what was I doing previously?
• 1999 - Freelance Web Design / Development
leading to web hosting for SMEs
• 2002 - Research & Development -
A Robust Rule-based Event
Management System for Call Data Records
- Société Générale
• 2003 - Network Engineer
- NEC Solutions
• 2004 - Full-Stack development
- Palm & Windows Mobile
- K.C. Dat, Nippon Express, Air Asia , Singapore
Zoo, Jurong Birdpark, Changi Airport Terminal 1
& 2, M1, Mapletree ...
• 2005-2007 - Business Process Consulting
- VISA International
- Robert Bosch SEA
• 2008 - Took a break in EVE Online
- Internet Spaceships is serious business
• 2009 - Portal Development
- ST701, SPH, Online Classifieds
• 2010 - Scrum Master
- iProperty Singapore
• 2012 - Mobile & UX Lead
- iProperty Group
(Malaysia, Singapore, Hong Kong & Indonesia)
• 2013 - Senior Product Manager
2014 - Chief Operating Officer
- bellabox Australia & Singapore

44. some apps i’ve worked on

45. What do you like about UX
• focus on the customer and understanding them
before making decisions
• focus on internal users and understanding them
• once we done that, making decisions with these
factors in mind

46. What made you stay in the
field of UX?
• not a “UX” professional, no one (except recruiters)
would hire me to be a UX designer. I wouldn’t hire
myself :p
• I have learnt what I need to perform some basic
tasks, would hire when it gets to a certain level
beyond me
• I stay engaged with community & topics as find it
useful to act as bridge between ux, technical &
business

47. don’t have the right team yet?
here are some great books to read

48. thank you
@michaelon9
see you around at
Agile SG #agilesg
UXSG #uxsg
ProductCamp SG #pcampsg