The document provides 18 practical insights for designing software, focusing on design, communication, and attitude. Some key insights include: understand user needs before designing; the goal is delivering value, not perfection; every design decision comes at a cost so focus on high ROI options; consistency improves the user experience; effective copy is important; and soft skills like communication and managing expectations are critical for shipping designs. The insights emphasize user-centered design, pragmatism, collaboration, and continual learning.

1. 18 practical insights from
designing software
Kok Chiann
UX Manager, Ezypay & iconnect360

3. I’m here to share about practical insights

4. Design
Communication
Attitude

5. Design
UX is the new black, it’s everyone’s favourite topic

6. Don’t forget the user 1
Don’t jump right in. Remember, your design’s purpose is to enable outcomes for
users.
Sufficient understanding of user’s needs enable informed design decisions, and of
course better design.

7. Perfection isn’t the goal
Be pragmatic. The goal is to deliver value in making things as good as they can be for users, within the available
constraints.
"The other learning is that the goal is not perfection. There is
never enough time or resources to reach perfection, even if
perfection were possible."
Arnie Lund, GE Global Research Connected Experinece Labs Technology
Leader and UX Innovation Lab Manager
2

8. Understand costs & ROI
Every design decision, from UI pattern to control, would come at a cost (engineering, testing, support, etc), so the
key question here is will this design be worth shipping and yield sufficient ROI?
The Pareto principle states that, for many events, roughly
80% of the effects come from 20% of the causes.
The 80/20 Rule
3

9. Function > Usability > Aesthetics
It’s in that order. Now you know what to drop to ship your minimum viable solution.
BeoPlay A9 | Bang and Olufsen
4

10. Consistency is key
With consistent UI, users would learn an experience once and similar experiences would have improved
affordance, improving user confidence in knowing what to expect.
5

11. Don’t be overly attached
Get used to iterating on designs towards a better outcome. The software world is evolving at a rapid pace, it’s a
game of either keeping up, or getting outrun by your competitor.
6

12. Write effective copy
80% of UI design is still words. Copy makes and breaks design.
7

13. Knowledge is power
Staying grounded in information is crucial. Everything from understanding your customers and users, the product
strategy, business goals, target market trends, etc.
8

14. Lose the battle, win the war
Not all battles are worth winning. Know when to back-off. Focus your energy on battles (or designs) to win the war.
9

15. Communication
Soft skills, often forgotten by designers

16. Tell stories
To frame and pitch your how users would journey through the experience you have designed. Stories are easier to
understand.
10

17. Put your sales hat on
To get your design shipped, be prepared to sell, sell, and sell
11

18. Manage expectations
Of everyone you’re collaborating or working closely with – Engineers, Stakeholders, Users, etc
12

19. Attitude
Skills can be trained. Attitude on the other hand…

20. Be a team player
You’ll need help to ship a design (Unless you’re a one-person-show) , collaborate and work as a team towards
better outcomes.
13

21. Digest criticism
Critique doesn’t exist so that people can air their unfounded opinions. It exists so you can accelerate the time it
takes to get to the best possible product.
“Criticism may be based on opinion, but that’s
what makes it valuable. It gives us a taste of
why people will eventually love or hate our
work.”
Katie Dill, Airbnb's Head of Experience Design
14

22. Say “I’ll do it”
Don’t limit yourself, be the change you seek. The more you do, the more you learn. Faster.
15

23. Understand yourself
There are many disciplines in UX – interaction design, visual design, user research, etc. Know your strengths so
you can play to them, and also which areas you need to develop.
16

24. Work smart
Think lean. Drop unnecessary waste. Always think about how you can improve the process and get quality
outcomes faster.
17

25. Never stop learning
It’s your responsibility to learn yourself. Don’t expect to be spoon-fed. Ask, question, try new things and ultimately,
learn.
18

26. Wrap up
With a quick summary

27. Design
Communication
Attitude
Don’t forget the user
Perfection isn’t the goal
Understand cost & ROI
Function > Usability > Aesthetics
Consistency is key
Don’t be overly attached
Write effective copy
Knowledge is power
Lose the battle, win the war
Tell stories
Put your sales hat on
Manage expectations
Be a team player
Digest criticism
Say “I’ll do it”
Understand yourself
Work smart
Never stop learning

28. Q & A
Thank You!
kok.chiann@iconnect360.com
kokchiann.com