Products and services that deliver good user experience have been shown to be more successful in the market. User experience design is a practice of transforming user insights and emotion to create products and services that are useful, easy to use, and enjoyable. The process requires in-depth understanding of the customers and inter-disciplinary collaboration to ensure connected experiences across customer touch points. In this talk, I will discuss various User Experience Design methods that are commonly used for product and service development. I will cover the pros and cons for the methods, and how they are often tweaked in practice to meet the contextual constraints in the industry. Presented at HFEM 2014, Kuala Lumpur Malaysia

1. EXPERIENCE DESIGN METHODS
FOR PRODUCT / SERVICE DEVELOPMENT
KETUT SULISTYAWATI, PHD
SOMIA CUSTOMER EXPERIENCE
HFEM / KUALA LUMPUR / 17 SEPTEMBER 2014
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2. HELLO! I’m Sulis
I previously worked at
• Dell Experience Design Group
• Hewlett-Packard Global Design Studio
• Reading Room Singapore
Now at Somia Customer Experience,
Indonesia
Who Am I?
• Customer Experience consultant
• Indonesian – Balinese ;)
• Lived in Singapore for 12 years
• Bachelor in product design – NTU
PhD in Human Factors – NTU
Singapore
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3. USER EXPERIENCE
Every aspect of the user’s interaction with a
product, service, or company that make up
the user’s perceptions of the whole
Usability Professional Association
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4. How a person feels when interacting with…
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Source: Flickr
DIGITAL

5. How a person feels when interacting with…
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Source: Flickr
Wikimedia
http://goo.gl/rJnUCP
PHYSICAL
PRODUCT

6. How a person feels when interacting with…
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Source: Flickr
http://melicacy.com/?p=7389
SERVICE

7. How do we design for experience?
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8. There are a lot of methods
Focus group
Storyboarding
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Content analysis
Wireframing
Interviews
Contextual inquiry
Observation
Card sorting
Affinity diagram
Scenarios of use
Task analysis
Heuristics evaluation
Kansei engineering
Critical incident technique
Prototyping
Performance testing Cluster analysis
Surveys

9. But often, we don’t have
the time (or the budget)
to do all these (rigorously)
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10. 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com P fiacc efrboomok h.ctotpm://s/ogmoioac.gxl /QxJe1e0H

11. THE EXPERIENCE DESIGN PROCESS
DISCOVER DEFINE DEVELOP DELIVER
CREATIVITY
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12. DISCOVER Understand the needs of the
people you are designing for
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13. Understand the problem space.
Plan what you want to research on.
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14. ASSUMPTION DUMPTION
Tap into peoples
Exercise to reveal the assumptions
instinctual held by the team members.
nature
Be aware of the team’s assumptions
to avoid building inferences based
on own biases.
As much as we try to be rational beings, humans are engineered to often be very irrational,
especially when it comes to decision-making. A well-crafted research should be able to tap on
the peoples instinctual nature; the gap between what they say and what they do, and their
reaction to emotional or visceral experiences. Instead of collecting information through probing
and conditioning, it is better for researchers in this case to closely observe the participants and
let them take a more active role. By understanding peoples instinctual nature, we can better
produce insights to create relevant experiences that people might not even be aware that they
need it.
Tricks tweaks:
Do it together with all team
members to get alignments at once.
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15. Get out of the office.
Talk to target users. Observe.
Build empathy.
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16. RAPID ETHNOGRAPHY
Spend time observing people who
are relevant to the product / service.
Make conversations and ask why
they do what they do.
Tricks tweaks:
Get first-hand experiences.
If you have a concept in mind, bring
it along to test it out.
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18. GROUP DISCUSSION
Assemble people to share
experiences and discuss about the
product / service.
Tricks tweaks:
Recruit diverse / extreme users to
get variety of inspirations.
Use probing materials to stimulate
experimentation.
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19. 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx

20. TIPS
listen observe
be curious
be genuinely interested
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21. DEFINE Make sense of the information
gathered from your research
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22. Find meaningful patterns.
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23. CLUSTERING
Structure stories and findings
discovered during the research
stage to put things into context.
Find patterns. Identify connections
and disconnections.
Tricks tweaks:
List the big topics / surprises first,
then refer to notes for details.
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24. 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 24

25. Present the findings in engaging
forms to make it easy to remember.
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26. INSIGHT PLATFORM
Summary of the findings.
Something enlightening that explain
the root cause behind customer’
needs and behavior. The ‘AHA’!
Tricks tweaks:
Use images, quotes, and short
sentences rather than long text
heavy report.
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27. PERSONA
Tap Archetypes of into the target users peopleof
s
that represent the needs, behavior,
instinctual and characteristics.
nature
Help to create shared
understanding among the team
members
As much as we try to be rational beings, humans are engineered to often be very irrational,
especially when it comes to decision-making. A well-crafted research should be able to tap on
the peoples instinctual nature; the gap between what they say and what they do, and their
reaction to emotional or visceral experiences. Instead of collecting information through probing
and conditioning, it is better for researchers in this case to closely observe the participants and
let them take a more active role. By understanding peoples instinctual nature, we can better
produce insights to create relevant experiences that people might not even be aware that they
need it.
Tricks tweaks:
Involve team members when
creating personas.
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28. DESIGN PRINCIPLES
Define the design principles to
guide the experiences that you want
to deliver.
Help ensure consistent experience
across touch points.
Tricks tweaks:
Pick 3-5 key principles so that it is
easy to remember.
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29. TIPS
Be systematic seek for patterns
Follow your intuition
Sufficient, rather than perfect
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30. DEVELOP Bring your ideas to life
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31. Explore many ideas before focusing
on the one to develop.
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32. BRAINSTORMING
Generate as many ideas as you can.
Go for the quantity than quality.
Use brainstorming techniques,
such as negative brainstorming,
time machine, etc.
Tricks tweaks:
Do it in fast pace.
Give time limit.
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33. Roughly sketch prototype
to quickly get the feel
of how it will work.
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34. SKETCHING
Tap into peoples
Drawing, models, narratives,
instinctual storyboards to communicate the
general context of a concept/idea.
nature
Rough exploration of how the
product / service would work.
As much as we try to be rational beings, humans are engineered to often be very irrational,
especially when it comes to decision-making. A well-crafted research should be able to tap on
the peoples instinctual nature; the gap between what they say and what they do, and their
reaction to emotional or visceral experiences. Instead of collecting information through probing
and conditioning, it is better for researchers in this case to closely observe the participants and
let them take a more active role. By understanding peoples instinctual nature, we can better
produce insights to create relevant experiences that people might not even be aware that they
need it.
Tricks tweaks:
Do group sketching session with
quick iteration.
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35. RAPID PROTOTYPING
Tap into peoples
Create physical representation of
instinctual the concept in a rapid manner.
Think with hand.
nature
Try how it would actually work,
rather than just thinking out it might
work.
As much as we try to be rational beings, humans are engineered to often be very irrational,
especially when it comes to decision-making. A well-crafted research should be able to tap on
the peoples instinctual nature; the gap between what they say and what they do, and their
reaction to emotional or visceral experiences. Instead of collecting information through probing
and conditioning, it is better for researchers in this case to closely observe the participants and
let them take a more active role. By understanding peoples instinctual nature, we can better
produce insights to create relevant experiences that people might not even be aware that they
need it.
Tricks tweaks:
Get users to test it
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36. 2014 SOMIA CUSTOMER EXPERIENCE | HFEM SEMINAR somiaconsulting.com facebook.com/somiacx 36

37. TIPS
share your work in progress
prototype fast early
test it with users
fail early, fail often
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38. DELIVER Implement your concepts
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39. Prioritize and plan a roadmap to
implement the concept.
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40. PRIORITIZATION
The holistic solution may comprise
of a number of features which might
not be delivered all at once.
Prioritize features and create
roadmap of the product delivery.
Tricks tweaks:
Do it together with business
technical team.
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41. Think holistic. Plan beyond the
product interaction.
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42. SERVICE BLUEPRINT
Tap into peoples
Plan the journey the customers go
instinctual through and the touch points.
nature
Identify internal processes needed
to deliver the intended experiences.
As much as we try to be rational beings, humans are engineered to often be very irrational,
especially when it comes to decision-making. A well-crafted research should be able to tap on
the peoples instinctual nature; the gap between what they say and what they do, and their
reaction to emotional or visceral experiences. Instead of collecting information through probing
and conditioning, it is better for researchers in this case to closely observe the participants and
let them take a more active role. By understanding peoples instinctual nature, we can better
produce insights to create relevant experiences that people might not even be aware that they
need it.
Tricks tweaks:
Do it with internal team to get
buy in commitment
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43. TIPS
involve business stakeholders
be realistic
balance user needs, business goals, and technology
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44. Final note
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45. REMEMBER
Have empathy
Frame the problem well
Prototype, test, iterate
Collaborate
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46. More tools are available at
www.cxcookbook.com
a collaboration between
Somia Customer Experience
and
Copenhagen Institute of
NeuroCreativity
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47. Thank you!
Somia Customer Experience
www.somiaconsulting.com
Twitter: @somiacx
Facebook: somiacx
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