With UX, I want to deliver web and mobile experiences that combine listening to users’ needs with the business mindset of a startup founder and the execution know-how of a Digital Marketer.

1. Serendipity
UX & Digital Marke4ng
AUDREY ANG

2. Hi there, my name is Audrey Ang and I am an experienced Digital Marketer & a 2-=me startup
founder with UX skills. I have worked on global brands like Disney, Dell, eBay and have co-founded
brands like PagePink in Singapore and TAMP in Thailand.
With UX, I want to deliver web and mobile experiences that combine listening to users’ needs with
the business mindset of a startup founder and the execu=on know-how of a Digital Marketer.
MY STORY
SERENDIPITY - 1

3. UX Propels The Business Forward To Product Market Fit
Having launched 2 startups. I have learnt the importance of good product market fit for a business to
be viable. UX speeds up and narrows the gap between business’ needs and users’ needs.
UX THE PROPELLER
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4. The Double Diamond Approach To UX & Business
Challenges & Opportuni=es
My approach to any brief is to take a step back and have a holis=c understanding of the business,
learning from the stakeholders, users and even customers of the users if any.
As much as I love a linear process to a solu=on… some=mes great work can be developed in a non
linear fashion.
I think with any new business challenge, be open- minded and not jump into the solu=on or be too
aXached to the solu=on before fully researching and understanding the business, its compe=tors and
its users. And always be ready to rinse and repeat.
THE APPROACH
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5. Compe==ve Analysis For Design & Business Implica=ons
Conduc=ng detailed compe==ve analysis provides an opportunity to determine whether a product is
focused and providing value to users. A check on product market fit.
A clear understanding of where the business aims to head towards also helps in refining the design strategy.
RESEARCH
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6. I look at web analy=cs to understand the traffic performance of the brand and also its compe=tors to guide
design and business decisions. Using free online tools to access the compe=tors’ site traffic performance (many
think it is only vanity metrics) & may not tell the full story but it can act as a guide to the UX & design strategy.
Data Analy=cs To Uncover Insights & Trends
RESEARCH
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7. Screener Surveys Spark High Level Trends & Insights
Screener surveys forms an ini=al step to screen out face-to-face interviewees. And executed well, it
can provide high level trends and insights.
RESEARCH
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8. User Interview Is An Art Form
Interviewing users in a neutral way is essen=al to uncover insights that are not biased. I‘ve learnt to
not to ask leaning ques=ons and to always dig further in users’ answers un=l they’ve exhausted their
answers. Keeping neutral is an art form and a must-do.
RESEARCH RESEARCH
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9. Affinity Mapping Shows Trends & Design Implica=ons
Affinity mapping based on the face-to-face interviews. First, I place the content under
pain, pleasures, context and behaviour. Then, I organize the post it notes based on
different categories and start looking at trends.
ANALYSIS & IDEATION
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10. Personas Are Mapped With Product Features
With affinity mapping, we can see trends and start developing personas. And each persona will
have a set of features which he or she would need. The next step of the design phase is
dependent on gegng the personas right.
Features: Discount Filter, Promo3ons alert, Calendar Scheduler.
ANALYSIS & IDEATION
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11. Open & Closed Card Sor=ng - Informa=on Architecture
Open & Closed Card Sor=ng exercise is used to redesign the naviga=on structure & informa=on
architecture of a site, or web app. Each content of the site is placed on 1 card. The trick with this
exercise is to not help the users if they’re unsure of the naming conven=on of the site.
Asking ques=ons and gegng the user to talk through his frustra=ons or pleasures when he / she
does the exercise. Imagine all the insights you can get by just listening & watching.
RESEARCH
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12. Use Google Keyword Planner to Refine Content Strategy
To supplement open and closed card sor=ng, we can look into Google Keyword Planner to uncover
most searched or long tail keywords for the product. Placing ourselves in the shoes of the users. If they
are searching these words in Google … it naturally means that the site should include the content and
use these keywords. And consider organzing this tac=c concurrently with the open and closed card
sor=ng.
RESEARCH
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13. Heuris=c Evalua=on to Check the Usability of Site
Used Nielsen Norman’s 10 Usability Heuris=cs on foodpanda to quickly uncover usability issues
during a class exercise. Amazing that a site evalua=on can be done so efficiently.
And used Abby Covert’s 10 Heuris=c Principles on DragonWealth’s FA site.
RESEARCH
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14. Task Analysis to Understand Compe=tors & Aids in Design
Looking at Site Analy=cs performance and poten=ally checking back on task analysis and how
designs can be improved. The more I analyze the different sites the beXer I understand the
compe==on vis-à-vis the assigned site.
RESEARCH
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15. Sketching, Storyboarding & Paper Prototyping – Quick
Methods to Test Ideas
Low fidelity sketching and paper prototyping quickly move the process of product idea=on. As
ideas are quickly tested and iterated with no technical resources required.
ANALYSIS & IDEATION
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16. Features Priori=za=on Based on Users’ Needs Aligning it
with Business & Technical Constraints
The best way to launch new features is to go through this exercise. At the same =me relooking at
where the business is heading using a perceptual map can help the business to priori=ze and
remain focused
ANALYSIS & IDEATION
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17. Wireframes
Wireframes are created for all stakeholders to understand how the site or webpage is put
together before any visual design is done.
ITERATIVE DESIGN
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18. Itera=ve Flow Diagrams to Improve User Experience
One of the fastest way to look at improving user experience is to map out the user flow.
ITERATIVE DESIGN
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19. Rapid Prototyping, Usability Test & Con=nuous Itera=ons
Task- based usability test can be a fast way to rapidly prototype and iterate. These sessions are
usually recorded and also talking to the user is encouraged to understand their pains and
pleasures.
ITERATIVE DESIGN
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20. UX with Digital Marke=ng – A Pleasant Surprise
Launching a product without understanding users’ needs is like building a table with the 4th leg missing.
Let’s put users’ needs in the centre of our work. And I aim to deliver Serendipity to users with a
combina=on of UX and Digital Marke=ng.
SERENDIPITY
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21. LET’S WORK TOGETHER.
audreyux@gmail.com
linkedin.com/in/audreyang
AUDREY ANG