User Experience DesignEnhancing lives through user-centric design thinkingRaven ChaiFounding Principal ConsultantUX Consulting Pte Ltd
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
4RAVEN CHAIDirector & Principal Consultant• Over 15 years experience as a technologist, designer and userexperience practitioner• Lead UX consultant for SingTel since 2008• Formed a local UX Community - UXSGUser Experience Professional Association - Asia Region, Leadership TeamFounder & Principal ConsultantFounder of UXSG CommunityPartnership / MentorshipCertiGied Practising Management Consultant under SPRING Singapore
About UsWe 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 DoDesign Research and Service Design Methodology
Some stuff I’m involved in...Public SectorPrivate Sector
Past Usability Studies conducted by UX ConsultingRaven 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
How can mobile apps helps peopleto 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?
1Discover & Understand Iden%fy problems and opportuni%es for improvement2User Research & Idea$on generate insights through observa%on & immersion3Collabora$ve Design develop ideas to concepts, and translate into prototypes4Storytelling & Presenta$on illustrate interac%ons through customer journeyHow 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 StoreWhat 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
Concentrated within or near the city area where the actions are
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 myapp 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 85Perception of UX within the startup communitiesA “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 :)
Slide 91Economy FocusTo turn Singapore into a leading centre for contemporary design in Asia.Extracts from ofGicial report, The “Design Singapore” Initiative
Slide 92Singapore’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”.