WebSG - UX @ SMU 11/11/10
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This document provides an overview of UX design in Singapore. It begins with introductions and then defines UX design, noting it refers to how a product is used in the real world and that a positive experience meets both user and business goals. The document outlines UX design elements and processes. It then provides examples of how UX design can increase adoption rates, revenue, and help or delight users. Next, it analyzes local government sites and suggests improvements. Observations are shared on short-term thinking and the need for collaboration and customer focus. The document ends by asking for questions.
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WebSG - UX @ SMU 11/11/10
- 1. UX Design in Singapore WebSG 11/11/10
- 3. Hello Who am I • Indonesian • In Singapore since 2002 • Designer • UX Consultant
- 4. Hello Interesting facts • Mayor of Spotless Table • NutQais • Acquired sense of humor • Appholic (300+)
- 5. Hello Please note • No methods, processes, tricks • Any opinion expressed here is my own • Shoot any questions to (twitter) @5w
- 6. User Experience what it means
- 7. “ 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
- 8. “ 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
- 9. 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
- 10. 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
- 11. UX Design in action Some samples
- 12. UXD in Action UXD saves lives
- 13. 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
- 14. UXD in Action Increases revenue Username Password Register Login $300M who’s laughing now
- 15. UXD in Action UXD is helpful
- 16. UXD in Action ... and playful
- 17. UXD in Action Behavior of Change Agent
- 18. UXD in Action Gives Control
- 19. UXD in Action What did you notice • simple • meets a need • positive behavior • generate revenue
- 20. 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
- 21. Local Delights let’s look at some samples
- 23. “ 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
- 24. National Library in Details
- 25. National Library in Details
- 26. 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?
- 27. “ 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.
- 28. Land Transport Authority in Details
- 29. Land Transport Authority in Details
- 30. Land Transport Authority in Details
- 31. 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?
- 32. “ 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
- 33. IRAS in Details
- 34. 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?
- 35. “ Health Promotion Board Promote health excellence by empowering individuals to take ownership of their health
- 39. 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
- 41. Observations I believe each of you 12 3 Thinker Passionate Best
- 42. Observations What we are doing now ............... ................ ................ ................. ............... ................ ................ ................. Solutioning Politics Time
- 46. “ 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
- 47. Observations The result is & will be •Mediocrity • OR Atrocity
- 49. “ 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
- 50. “ Observations From the past Time spent in reconnaissance is seldom wasted Sun Tzu (6BC) The Art of War
- 51. “ 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
- 52. “ 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
- 53. Moving forward What can we do now
- 56. Moving forward Focus on the Customers
- 57. “ 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
- 58. Questions @5w That’s all folks!
Editor's Notes
- image: http://classroomclipart.com/cgi-bin/kids/imageFolio.cgi?action=view&link=Architecture/Clipart&image=merlion.jpg&img=18&tt=
- 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.
- 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)
- source: A Project Guide to UX Design, by Russ Unger, Carolyn Chandler
- 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/
- understand what motivate people and demotivate them http://techcrunch.com/2010/07/05/posterous-700-percent/
- 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/
- motivate positive change - improve driving habit (improve energy consumption) visual feedbacks based on driving style
- myriad of possibilities through apps well-design ecosystem w/ easy consumption one button multi-touch
- what are we doing in the local scene? anything great, good or bad?
- Let’s experience these site through the eyes of “Bob”
- 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?
- 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?
- 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?
- 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?
- 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
- Yuck, what a distasteful way of getting Bob to complete his task!
- 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...
- Solutioning Politics Time & Money
- formulate solutions without research jumps straight to deliverables without consenting with team to avoid argument with stakeholders (internal/external)
- 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
- 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
- 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.
- 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
- 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.
- 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.
- 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/
- 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/
- 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
- designer:strategic planners, programmers, information architects, visual designers, project managers, account managers