UX Myths - Brownbag session at GDP Venture

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    11-Aug-2014
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    Design

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User Experience (UX) has become a buzzword in today’s tech scene. It is said to be the future, yet it is on top of the list of jobs that are impossible to explain to your parents. But what UX really is? In this session, I will share some of the most commonly known UX myths and explain why they don’t hold true. I will share case studies from my past experience, the success stories and the failures, and why organizations need to pay attention to it.

Transcript of UX Myths - Brownbag session at GDP Venture

  • UXMYTHS ANDWHYWESHOULDPAYATTENTION KETUT SULISTYAWATI, PHD @tyawati 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
  • 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION HELLO! IMSULIS 2 Who Am I? Customer Experience consultant Indonesian Balinese ;) Lived in Singapore for 12 years Bachelor in product design - NTU, Singapore PhD in Human Factors NTU, Singapore I previously worked at Dell Experience Design Group, Singapore Hewlett-Packard Global Design Studio Reading Room, Singapore Now at Somia Customer Experience, Indonesia
  • 5/2/14 32014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION THEERAOFABUNDANCEANDAUTOMATION Today we have a lot more choices And they are faster, better, cheaper than before
  • 5/2/14 42014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION We are moving towards the Experience Economy http://goo.gl/H7LyCa
  • 5/2/14 52014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION COMMODITY Coffee beans 75 cents / pound $0.01 $0.02 per cup Roasted, grinded, packaged, sold in a grocery store $0.05 $0.25 per cup Brewed and served $0.5 $1 per cup The same coffee in Starbucks $2 $5 per cup GOODS SERVICES EXPERIENCE
  • http://goo.gl/IWxvA7
  • http://goo.gl/LSCrMn
  • 5/2/14 WHATISUX? 8
  • 5/2/14 UX=UI 9 UX MYTH #1
  • 5/2/14 10 http://goo.gl/H7LyCa 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
  • 11 UI is just one aspect that contributes to the experience
  • 5/2/14 122014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION www.uxisnotui.com The various UX roles that a person can fulfill are plentiful. Some are whole jobs, some whole careers, others are tactical roles we all move in and out of.
  • 5/2/14 UXISFORDIGITAL 13 UX MYTH #2
  • 5/2/14 UXENDSONCEUSERSLEAVETHEWEB 20 UX MYTH #3
  • EXPERIENCEINTHEWEBSITE 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION 215/2/14
  • 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION 225/2/14 What happen before they land on the website?
  • 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION 235/2/14 What happen after they leave the website?
  • 5/2/14 YOUARELIKEYOURUSERS 24 UX MYTH #4
  • 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION YOUARENOTTHEUSER NEITHERISYOURBOSS When designing, its easy to assume that everybody is like you. You know a lot about your services and your website. But sometimes, knowing too much can backfire. It is difficult to unlearn what you know. Stop seeing inside-out, start involving your users and get fresh outside-in perspectives. 255/2/14 Jessyca Frederick Director of Product Management, ThisNext
  • 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION 265/2/14 TASK: You saw your friends Lenovo phone and now you are considering to buy one for yourself. Please try to buy it.
  • 5/2/14 USERSALWAYSKNOWWHATTHEYWANT 27 UX MYTH #5
  • 5/2/14 Asking people what they want wont always reveal the products they do want. People can make confident but false predictions about their future behavior, especially when presented with a new and unfamiliar design. www.uxmyths.com 282014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
  • 5/2/14 292014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
  • 5/2/14 UXISALLABOUTUSERS 30 UX MYTH #6
  • WECREATEBALANCE 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION 31 PEOPLE (desirability) BUSINESS (viability) TECHNOLOGY (feasibility) EXPERIENCE INNOVATION
  • 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION 325/2/14 http://mashable.com/2013/10/30/ux-myths/ Most people only see vanilla UX, the tactical, visible / client facing part. Hardcore UX begins with tactical, organizational activities. Big gains start coming when an organization leverages design-thinking and a user experience mindset in their culture.
  • 5/2/14 UXISONEMANSRESPONSIBILITY 33 UX MYTH #7
  • 5/2/14 UXISEVERYONESRESPONSIBILITY 34 A customers experience is affected by the whole story: brand, campaigns, websites, store design, packaging, product design, interaction design, customer support, user community, disposal / replacement. Its absurd to think that one person can design all of this. Good UX design requires everyone in the team to understand the users, and do their part of the job to deliver experiences to the users in an orchestrated manner. 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
  • 5/2/14 UXISASTEPINTHEPROCESS 35 UX MYTH #8
  • 5/2/14 HOWDOESUXFITINTHEDEVELOPMENTPROCESS? 36 Research Define Design Develop Many think that user experience design is confined to sketching the interfaces. However, UX design is a much broader process that - ideally - starts at the strategy level and affects the whole lifecycle of a project or a business. 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
  • 5/2/14 HOWDOESUXFITINTHEDEVELOPMENTPROCESS? 37 Business goals User needs Technical capabilities Competitors Personas Scenarios User journey Requirements Concepts Information Architecture Sketches & wireframes Content strategy Review prototype Test with users Iterate Research Define Design Develop 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
  • 5/2/14 38 Research Define Design Develop Stakeholder research to understand business goals and internal capabilities User research Competitor analysis 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
  • 5/2/14 39 Create personas and scenarios Derive requirements Analyze workflows & define user journey Develop concepts Research Define Design Develop 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
  • 5/2/14 40 Structure the Information Architecture Sketch the user interface Define the content strategy Provide input to visual design Research Define Design Develop 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
  • 5/2/14 41 Develop low fidelity / high fidelity prototype Review prototype Conduct usability testing Iterate design & finalize design details Research Define Design Develop 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
  • 5/2/14 THISAPPLIESTOALMOSTANYTYPEOFUXWORK, WITHAVARYINGDEGREEOFINTENSITY 422014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
  • 5/2/14 TAKEAWAYS 43
  • DEBUNKTHEUXMYTHS 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION 445/2/14 1.Move beyond UI, think holistic User Experience 2.Consider all touch points, not just the digital 3.Think holistic and connected experience journey 4.Involve users in your process 5.Derive insights, dont just take what users say they want 6.Balance user needs, business, and technology 7.Involve stakeholders who directly / indirectly influence the experience 8.Embed UX thinking throughout the development process
  • 5/2/14 UXCOMMUNITY 45 ONE LAST THING
  • 5/2/14 UXCOMMUNITYININDONESIA 46 UX Indonesia
  • 5/2/14 UXID2014CONFERENCEWWW.UXINDONESIA.ORG 47
  • THANKYOU KETUT SULISTYAWATI, PHD www.somiaconsulting.com @tyawati 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION 48