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UX Design in
Singapore
WebSG 11/11/10
Hello...
Some background info
Hello
Who am I
• Indonesian
• In Singapore since 2002
• Designer
• UX Consultant
Hello
Interesting facts
• Mayor of Spotless Table
• NutQais
• Acquired sense of humor
• Appholic (300+)
Hello
Please note
• No methods, processes, tricks
• Any opinion expressed here is my own
• Shoot any questions to (twitter) @5w
User Experience
what it means
“
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
“
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
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
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
UX Design in action
Some samples
UXD in Action
UXD saves lives
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
UXD in Action
Increases revenue
Username
Password
Register Login
$300M
who’s
laughing
now
UXD in Action
UXD is helpful
UXD in Action
... and playful
UXD in Action
Behavior of Change Agent
UXD in Action
Gives Control
UXD in Action
What did you notice
• simple
• meets a need
• positive behavior
• generate revenue
UXD in Action
Top 6 (digital) benefits
Econsultancy.com usability and UX survey report 2007
Improved perceptions of brand
Increased conversion rates
Greater customer loyalty & retention
Increased customer advocacy
Increased traffic
Improved search rankings
Local Delights
let’s look at some samples
Meet “Bob”
Site audience
“
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
National Library in Details
National Library in Details
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?
“
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.
Land Transport Authority in Details
Land Transport Authority in Details
Land Transport Authority in Details
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?
“
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
IRAS in Details
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?
“
Health Promotion
Board
Promote health excellence by
empowering individuals to take
ownership of their health
Health Promotion Board
Health Promotion Board
Health Promotion Board
Local Delights
Health Promotion Board
• how do you show that you care?
• why do I need to register?
• thank you for not talking down on me
Observations
from personal experience
Observations
I believe each of you
12 3
Thinker Passionate Best
Observations
What we are doing now
...............
................
................
.................
...............
................
................
.................
Solutioning Politics Time
Observations
Solutioning
Observations
Politics
...............
................
................
.................
...............
................
................
.................
Observations
Time
just enough
ideal
“
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
Observations
The result is & will be
•Mediocrity
• OR Atrocity
Observations
Wasteful
“
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
“
Observations
From the past
Time spent in reconnaissance
is seldom wasted
Sun Tzu (6BC)
The Art of War
“
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
“
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
Moving forward
What can we do now
Moving forward
Shared
Vocabularies
& Values
Moving forward
Collaborate
Moving forward
Focus on the Customers
“
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
Questions @5w
That’s all folks!

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WebSG - UX @ SMU 11/11/10

Editor's Notes

  1. image: http://classroomclipart.com/cgi-bin/kids/imageFolio.cgi?action=view&link=Architecture/Clipart&image=merlion.jpg&img=18&tt=
  2. 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.
  3. 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)
  4. source: A Project Guide to UX Design, by Russ Unger, Carolyn Chandler
  5. 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/
  6. understand what motivate people and demotivate them http://techcrunch.com/2010/07/05/posterous-700-percent/
  7. 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/
  8. motivate positive change - improve driving habit (improve energy consumption) visual feedbacks based on driving style
  9. myriad of possibilities through apps well-design ecosystem w/ easy consumption one button multi-touch
  10. what are we doing in the local scene? anything great, good or bad?
  11. Let’s experience these site through the eyes of “Bob”
  12. 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?
  13. 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?
  14. 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?
  15. 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?
  16. 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
  17. Yuck, what a distasteful way of getting Bob to complete his task!
  18. 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...
  19. Solutioning Politics Time & Money
  20. formulate solutions without research jumps straight to deliverables without consenting with team to avoid argument with stakeholders (internal/external)
  21. 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
  22. 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
  23. 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.
  24. 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
  25. 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.
  26. 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.
  27. 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/
  28. 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/
  29. 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
  30. designer:strategic planners, programmers, information architects, visual designers, project managers, account managers