Lean approach to creating great user experience. User research does not have to be expensive and extend over a long period of time. While company can always spend more time and budget in understanding its user, they still represent opportunity cost when there is just so many things happening in a startup. That said, starting a product without basic understanding of the users breed disaster. In this set of slides, I'll share some common techniques which allow companies to learn more about its user and design an experience that is contextual to its business and users.

1. By Donald Lim

2. INTRODUCTION
Who I am and what I do
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3. We help some of the world’s major brands stay ahead by designing digital
products that are strategically aligned to the business goals, the users
expectations appropriately leveraging digital opportunities.
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4. 4

5. 5
DELIGHTFUL EXPERIENCES
What is it and why some products are deemed delightful

6. 6
Objects you
interacted with
You, being
there
Where you
were
The thing you
wanted to achieve
Sensory inputs
What you
felt
Things you
thought
Other people who
were involved
Things you
liked
Things you
didn’t like
Your
reactions
The tasks
you did
The steps to
reach your goal

7. 7
Not only displays a map, but it pinpoints where
you are and shows it. Move your device and
the map moves to reorient based on which
direction you are facing.
Point Word Lens at a sign in a foreign language
and instantly read it in your native tongue.

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9. 9

10. 10

11. • Delightful experience usually have some of
the following:
– Unexpected
– Considerate
– Meaningful to user
– Timely
Ultimately, good experience solve problems
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12. 12
STEP 1:
UNDERSTANDING CONTEXT
Because you are designing for someone for some purpose under
certain circumstances

13. • visually illustrates customers’ processes,
needs, & perceptions throughout their
interaction and relationship with an
organization

14. 14

15. 15
PERSONA
Name, age,
profession, their
Story, worldview,
expectations, etc
GOALS
what they are trying
to achieve
MOTIVATION
why are they trying
to achieve those
goals
PHASES
The phases consumer goes through. Phases can be based on existing frameworks if its relevant. e.g.
AIDA model, evangelism model, hype cycle
TASKS
the actual things consumer did in the situation
Touch points / Channels
What the consumers are in contact with. It can be a place, an information channel, a particular object,
etc
Emotional State
The emotional journey which the consumer went through
OPPORTUNITIES
What are the tasks that
can be made better than
they are right now?
What are the tasks we can
remove?
CHALLENGES
What are the tasks that
are frustrating, annoying or
difficult to achieve?

16. • Experiences are complex – maps are means of
navigating this complexity
• Maps also puts the product into context
• Maps help businesses decide which areas
they should focus on
• Maps create empathy in designers & business
stakeholders
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17. 17
STEP 2:
IDEATE
Because the best ideas was build upon many…

18. 18
What is it?
Why use it?
A collaborative way of kick starting the
prototyping phase
To open up the thinking to the entire team and
getting everyone on the same page
Builds upon research done in understanding
users and context, and using it generate
relevant ideas
To get under the skin of each Persona and
make informed design decision
Participants work together to generate,
evaluate and refine their ideas using low fidelity
technique of pen and paper
To increase the number of ideas and chance of
innovation through rapid iterations
Sketch boarding is a tool for innovation and
delight, not hygiene
Hygiene factors will be should be covered by
extensive and by experienced UX practitioner
as they are “already out there”

19. Sketch Boarding
Identify
• Business Goals
• Project Objectives
• Opportunities
Persona
Use Cases
Challenges
Context of Use
Critical Success Factors
Product Vision
User Stories / Task Flow
Sketching
• Sketch selected user stories
• Critique and identify key screens
and content
Iterate
• At least 2 rounds
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Reasons
Setting the Foundation
Interpretation / Analysis
Envisioning
Structure
Interface Design
Evolve
Framing the problem &
getting on the same page
(1.5 – 2hrs)
Ideation

20. Sketch Boarding
Identify
• Business Goals
• Project Objectives
• Opportunities
Persona
Use Cases
Challenges
Context of Use
Critical Success Factors
Product Vision
User Stories / Task Flow
Sketching
• Sketch selected user stories
• Critique and identify key screens
and content
Iterate
• At least 2 rounds
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Reasons
Setting the Foundation
Interpretation / Analysis
Envisioning
Structure
Interface Design
Evolve
Framing the problem &
getting on the same page
(1.5 – 2hrs)
Ideation

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22. 22

23. 1. Anyone can draw:
– No artist required. No bonus point for superb drawing.
2. Team Dynamics & Diversity:
– Works well in low power distance, open-minded and diverse team
3. Mindset:
– Switch from macro-thinking at the start to micro-thinking towards the
end
4. Prep work
– Every single person must do due diligence before or you’ll definitely
waste a lot of time explaining
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STEP 3:
PRIORITIZE
Because you don’t have time and money for everything…"
Yet every feature is seem to be “critical”…

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26. 26
Hygiene
Performance
Delight
Features which user expect
or assume it should naturally
be there
Featured that are consciously
evaluated by users and is
often used for comparison
Features that “WOW” and
deliver buzz. It is often
unexpected yet meaningful
Lack of it: High Dissatisfaction
Done well: No Satisfaction
Lack of it: High Dissatisfaction
Done well: High Satisfaction
Lack of it: No Dissatisfaction
Done well: High Satisfaction

27. Performance Factors
Customer Satisfied
Customer Dissatisfied
Basic Factors
Non-fulfillment
High fulfillment
Delight Factors

28. Product
Recommendation
Email reminder based
on Behavioral Tracking
Payment Gateway
Security
Referral Program
One Click Checkout
Product Reviews
Promotion Code
Reward System
Wishlist
Live Inventory
Personalized Store
3D View
Product Filters
Mobile Compatibility
Live Chat / Support
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Office-Zoom is building an e-commerce stationary shop that specialize in providing supplies to
organization.
They have 50,000+ SKUs and have the ability to delivery orders by the next day*.
In 2012:
Revenue - SGD 3 million
Service Staff – 50
Average no of order in a day – 50
Average order value - $200
The phase 1 of the shop need to be completed in 9 months (design, build, test)

29. Performance Factors
Customer Satisfied
Customer Dissatisfied
Basic Factors
Non-fulfillment
State of fulfillment
Delight Factors
Live Chat / Support
3D View
Wishlist
Product Filters
Referral Program
Promotion Code
Mobile Compatibility
Reward System
Personalized Store
One Click Checkout
Payment Gateway Security
Live Inventory
Email reminder based on Behavioral Tracking
Product Recommendatio
Product Reviews

30. Feature
H, P, D to
user?
User Benefit
Business
Benefit
Business
Cost
Priority
Live Chat /
Support
Delight
High
Make better
decision
High
Higher
conversion
High
Staff cost
Low
Mobile
Compatibility
Hygiene
High
High
Low
High
Product
Filters
Hygiene
High
High
Low
High
Live
Inventory
Performance
Medium
High
High
Medium
Personalized
Store
Delight
Medium
Medium
High
Low
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31. High Value Added
Customer Satisfied
Customer Dissatisfied
Critical
Non-fulfillment
State of fulfillment
Highly attractive

32. • Guides decision in quality strategies by prioritizing user needs
• Useful tool for analyzing demand
• Is user-centric
• Quantifies satisfaction, making effective trade-offs easier
• For PM: Prevent scope creep
• For Designer: Help guide design decisions
• For Marketer: Sell the delight factors, people don’t need to be told of hygiene
factors
• For Developer: Help ensures all hygiene factor is there before concentrating on the
delight factors.

33. QUESTIONS?
You may also follow me on:
@limdonald
sg.linkedin.com/in/donaldlch
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