This document provides an overview of UX design in Singapore. It begins with introductions and then defines UX design, noting it refers to how a product is used in the real world and that a positive experience meets both user and business goals. The document outlines UX design elements and processes. It then provides examples of how UX design can increase adoption rates, revenue, and help or delight users. Next, it analyzes local government sites and suggests improvements. Observations are shared on short-term thinking and the need for collaboration and customer focus. The document ends by asking for questions.
7. “
User Experience
Definition of UX
User experience is the quality of a
person has when interacting with a
specific design [product or service]
[…] a person's perceptions and
responses that result from the use or
anticipated use of a product, system
or service"
http://en.wikipedia.org/wiki/User_experience
8. “
User Experience
It’s more than usability
[UX] refers to the way a product behaves
and is used in the real world. A positive
user experience is one in which the goals
of both the user and the organization that
created the product are met.
Usability is one attribute of a successful user experience, but usability alone does
not make an experience positive for the user.
Jesse James Garrett
Author of The Elements of User Experience
President of Adaptive Path
9. User Experience
Elements of UX
User Needs &
Product/Service Objectives
Functional Specifications &
Content Requirements
Interaction Design &
Information Architecture
Information Design
Visual Design
Concrete/Compl
etion
Abstract/Conce
ption
Time
10. User Experience
What is UX Design?
• The creation &
synchronization of elements
that affect users’ experience
with a particular company,
with the intent of influencing
their perceptions & behavior
13. UXD in Action
UXD increases adoption rate
“Posterous Growing At
More Than 700
Percent a Year” -
techcrunch
Hate signing up for things?
We do too. You can skip this for now. Just
email us at post@posterous.com with your
post. We’ll take care of the rest
23. “
National Library
[NLB] is a national knowledge
institution empowering
individuals and businesses with
knowledge and information[...].
The NLS is responsible for
preserving and making
accessible the nation's literary
and publishing heritage, and
intellectual memory
26. Local Delights
National Library
• are you a performing centre?
• what is key activities you want your visitors to be
able to do?
• what happened to your promise?
27. “
Land Transport
Authority
LTA plans the long-term
transport needs of
Singapore, taking care of
those who drive as well as
those who take public
transport. The ultimate goal
- a smooth and seamless
journey for all.
31. Local Delights
Land Transport Authority
• what are you? seriously
• what is key? what are you trying to communicate
to the people who visit the site?
• what happened to your promise?
32. “
Inland Revenue
Authority of Singapore
The leading tax administration in
the world
A partner of taxpayers in nation
building and economic
development
an eXcellent team of competent
and committed people
34. Local Delights
Inland Revenue Authority of
Singapore
• are banking for your customer to make mistake?
• what is key to your customer?
• what happened to your promise?
42. Observations
What we are doing now
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Solutioning Politics Time
46. “
Observations
Stop thinking in short term
Any fool can deliver in the short term by
squeezing, squeezing, squeezing.
Similarly, just about anyone can lie back
and dream, saying 'Come see me in
several years; I'm working on our long-
term strategy.' Neither one of these
approaches will deliver sustained
[product] value. You have to do both
Jack Welch
Former CEO of GE
49. “
Observations
How often do we say “No”
The best way to know where you stand is to
figure out what you won’t do. What will you say
no to? Francesco puts his no’s right out in front. It
makes the experience better for everyone.
More businesses could benefit from putting their
no’s right up front.
Jason Fried on Franceso Bertelli
37Signals Founder
on http://37signals.com/svn/posts/2472-opinionated-francesco-bertelli
51. “
Observations
Current
Design, by very definition, is the act of
solving problems. In order for anything to
be designed well, we must first identify
the problems we are trying to solve and
the goals we are trying to reach
Jeff Croft
Designer
52. “
Observations
Do your due diligent
We don't spend enough time up front on projects
discussing, assessing, defining and refining the
value of what we make. We jump too quickly into
design and build before applying rigor to what we
make. It's easy to get lost in the product detail: a
screen, code and forget what the product's value
is and who you are building it for
Daniel Szuc
Vice President of UPA (Usability Professional Association)
Apogee HK, Principle
57. “
Moving forward
UXD...
in its true altruistic form is, marketing with
conscience & meaning. A true
collaboration between organizations,
designers (in the broadest sense) and
their customers to create useful,
meaningful, delightful solutions that help
to address specific needs addressing
business objectives, strategically
In our world
User Experience is sometimes associated with usability, information architecture (IA), and user interface (UI) design, all of which are components of it.
understand what are the elements that create a great user experience
The elements span across simple spectrum
From Abstract/Conception --> Concrete/Completion
User Needs & Product/Service Objectives
Functional Specifications & Content Requirements
Interaction Design & Information Architecture
Information Design (starts to take on form as wireframes)
Visual Design (the final layer)
source: A Project Guide to UX Design, by Russ Unger, Carolyn Chandler
Debora Adler
Master thesis: based on what she feels passionate about
motivated by people’s life easier and safer
prescription bottle re-invited
target’s prescription drug revenue rose 1.4b - 1.6b
personal history:
her grandma took grandpa’s medicine by accident
grew up in a family of doctors; grandpa, father, uncle. Mom’s nurse
hurdle: identifying problem
60% americans do not take their medication properly
http://design.schoolofvisualarts.edu/clear_rx/
understand what motivate people and demotivate them
http://techcrunch.com/2010/07/05/posterous-700-percent/
standard login/registration
good intention - help customer through the buying process faster
wrong place - during checkout
high abandonment rate
trust be earned.
people hate forms
http://www.uie.com/articles/three_hund_million_button/
motivate positive change - improve driving habit (improve energy consumption)
visual feedbacks based on driving style
myriad of possibilities through apps
well-design ecosystem w/ easy consumption
one button
multi-touch
what are we doing in the local scene? anything great, good or bad?
Let’s experience these site through the eyes of “Bob”
empowering individuals & business with knowledge & information?
vast reference collections & services
responsible for nation’s literary & publishing heritage and intellectual memory
very noble and heavy duty stuff here
why doesn’t the website do that?
why doesn’t address the fundamentals?
make finding books easy
find by genres, publications, types etc
why search isn’t integrated? why is it hidden?
empowering individuals & business with knowledge & information?
vast reference collections & services
responsible for nation’s literary & publishing heritage and intellectual memory
very noble and heavy duty stuff here
why doesn’t the website do that?
why doesn’t address the fundamentals?
make finding books easy
find by genres, publications, types etc
why search isn’t integrated? why is it hidden?
empowering individuals & business with knowledge & information?
vast reference collections & services
responsible for nation’s literary & publishing heritage and intellectual memory
very noble and heavy duty stuff here
why doesn’t the website do that?
why doesn’t address the fundamentals?
make finding books easy
find by genres, publications, types etc
why search isn’t integrated? why is it hidden?
empowering individuals & business with knowledge & information?
vast reference collections & services
responsible for nation’s literary & publishing heritage and intellectual memory
very noble and heavy duty stuff here
why doesn’t the website do that?
why doesn’t address the fundamentals?
make finding books easy
find by genres, publications, types etc
why search isn’t integrated? why is it hidden?
long terms transport needs of Singapore
taking care those who drive and those who take public transport
a smooth seamless journey for all (
tagline - get ready for a smooth journey? really? where? not on site obviously
what about information about all the motoring needs, public transport? one motoring?
why are you telling your customers who visit your site?
lack of credibility - plastering highly tasteless blinky banners
the only credibility - LTA logo and Singapore Gov logo WIS (Web Interface Standard)
how do you think site address the needs of:
people who want to buy car
sell car
maintain car
take public transportation
rates
etc
Yuck, what a distasteful way of getting Bob to complete his task!
are smart folks
love & passionate about what you do
that’s why you are here.... to learn more
always strive for the best:
nobody likes to fail
everyone wants to stands proud of what they’ve contributed and created
we want to be successful
at the end of our career, we want to be able to stand next to our solutions & talk about their successes
But...
Solutioning
Politics
Time & Money
formulate solutions without research
jumps straight to deliverables
without consenting with team
to avoid argument with stakeholders (internal/external)
fragmented voices and directions
who is in charged
hidden agenda
status quo is never challenged
How many times have you heard:
tried that before
never done that
not how we do things
not within budget
customers will hate it (assumption)
management will no approve
Ai Pee, Ai Chee, Ai Tua Liap Nee - “ Want cheap, want pretty, want big breasts”
forsake what is right in favor of meeting the deadline
short-sighted vision:
timelessness ?
often overlook the fundamental problem
there’s a shift - and it will get even more profound in the coming years
India & China - are now the place for any form of mass production (including programming, productization)
not just a doer, thinker and doers
image: http://www.edgateteam.net/Lessons/everest.htm
In 1980, the year before Welch became CEO, GE recorded revenues of roughly $26.8 billion. In 2000, the year before he left, the revenues increased to nearly $130 billion. When Jack Welch left GE, the company had gone from a market value of $14 billion to one of more than $410 billion at the end of 2004, making it the most valuable and largest company in the world.
Don’t focus:
Price/FeaturesFocus on:The making of stuff (craft, care, love, content)
Lifetime (time)Relationship (with me … not just about taking my time/money)
What does this product do?
can you describe the product succinctly with convictionWhat do you love about the solution (site/product/service)? (would you buy/use it?)
do you love the solution?What does the design team love about the solution (site/product/service)? (passionate?)Could you sell the solution (site/product/service)? (if asked to)
Could you sell it confidently, talk about the features -- without hesistation
It’s crap
waste of resources... just isn’t good enough
things starting to look the same
how to make our solution stands out, with a clear distinct value.
Francesco builds beautiful bikes in New York City. Even though he’s building a bike for you, his rules rule. He’s not afraid to say no.
His about page explains what he likes and doesn’t like in a bike.
He’s only going to make you a bike if your likes and dislikes align with his. There may be a couple of exception along the way, but his opinions are his business rules.Bertelli is a great example of a company that knows where it stands. The best way to know where you stand is to figure out what you won’t do. What will you say no to? Francesco puts his no’s right out in front. It makes the experience better for everyone.More businesses could benefit from putting their no’s right up front.
Vocabularies:
Use consistent terminology between client and team member
Jargons leads to confusion
Shared vocabularies
User interface IS a form of language
Standardizing & agreeing vocabularies used in any projects help everyone communicate better. Hard at 1st but gets easier
Values:
Values to Self
Values to Organizations
What’s is promised?
How are you keeping that promised?
What do you want your customer to feel?
http://www.flickr.com/photos/lwr/52770741/sizes/l/in/photostream/
Understand “Collaborate” in its truest form
It should be about environment not expectation. Facilitation not forcing. Reinforcement not rhetoric. But it is so often not.
Live the word "we". Egoless, unselfish, moving together collectively toward common goals
stop thinking as a rockstar - nobody is (unless you’re really a celeb)
http://www.flickr.com/photos/susanvg/3382838948/sizes/o/in/photostream/
Everything else will fall into place
helper
assistant
enabler
them to achieve their needs, goals and tasks
“Producing an enduring [solution] in a society filled with “instant” everything is one of the greatest challenges we face as designers. It requires us to resist the path of least resistance, choosing instead to wage war on corner-cutting, on mediocrity, on irrelevance and indifference “ Josh Porter
52weeksofux.com