Chadarat Singharuksa

Bangkok Metropolitan Area, Thailand Thailand

User Experience and Service Designer at Siam Commercial Bank

Technology / Software / Internet

In the beginning we have graphic designer sketch out interfaces, then the word user gets added in and we have UI design. Afterwards, we realise that design is about creating an "experience." It is the experience that helps users decide to onboard or walk away, to stay a loyal customers or simply have no loyalty. How beautiful a product is or how technically marvelous matters less if the experience is unpleasant, too complex or simply boring. UX design is not about creating peak experience. It is about crafting a user journey that allows users to execute their tasks with minimal effort, so easy that they will use that product and not others. This is why I love UX.