An informal sharing session to the startup community in Sao Paulo, Brazil, kindly hosted by Plug N Work (the coolest startup ecosystem there).

1. User
Experience
Design
Enhancing lives through user-centric design thinking
Raven
Chai
Founding
Principal
Consultant
UX
Consulting
Pte
Ltd

3. About
Myself
• Founded
UX
Consulting
in
2008
• Based
in
Singapore
• Only
worked
with
clients
with
local
presence
• Love
any
type
of
sports
-­‐
except
golf
• A
foodie
and
will
continue
to
be
one
• A
lifelong
Liverpool
FC
fan
and
will
always
be

4. 4
RAVEN CHAI
Director & Principal Consultant
• Over 15 years experience as a technologist, designer and user
experience practitioner
• Lead UX consultant for SingTel since 2008
• Formed a local UX Community - UXSG
User Experience Professional Association - Asia Region, Leadership Team
Founder & Principal Consultant
Founder of UXSG Community
Partnership / Mentorship
CertiGied
Practising
Management
Consultant
under
SPRING
Singapore

5. About Us
We
help
our
clients
to:
• Conduct
user
research
to
extract
meaningful
customer
insights
(not
market
research)
• Design
solutions
base
on
these
customer
insights
and
global
best
practices
(we
are
not
design
agency)
• Evaluate
the
effective
of
the
design
and
measure
it’s
performance
(design
is
not
a
one-­‐time
effort)
• Empower
our
clients
through
knowledge
transfer
(it’s
a
continuous
journey
you
need
to
improve
your
business)
What
We
Do
in
Short

6. UX Consulting - What We Do
Design
Research
and
Service
Design
Methodology

7. Some stuff I’m involved in...
Public
Sector
Private
Sector

8. Past Usability Studies conducted by UX Consulting
Raven
has
been
involved
in
more
than
100
projects
across
various
industries
and
of
different
products
-­‐
eServices,
course
program
site,
large
corporate
websites,
eCommerce
,
lifestyle,
B2B
portals
and
TV
apps.

9. Speaker at User Friendly China 2011 Conference @Suzhou, China

10. Speaker at UX Hong Kong 2012 Conference

11. Speaker and Design Judge at User Friendly China 2012 Conference @Beijing, China

12. Panel Speaker at 2012 Taiwan Ux Summit 台灣使用者經驗高峰會

13. Organiser of UX Singapore 2010 & 2011 Workshop

14. Organiser of UXSG Conference 2013

16. Relationship - UX is not UI
UI
UX
h"p://www.kickerstudio.com/blog/2008/12/the-­‐disciplines-­‐of-­‐user-­‐experience/

17. UX
UI
how
people
feels
while
they
do
certain
things
what
people
use
to
interact
with
the
product
Emotional
Technical

18. Success Stories

19. Success Stories

20. How can mobile apps helps people
to improve the quality of life?
Success Stories

21. Design
ROI
-­‐
Measuring
the
return
on
investment
for
design
is
a
long-­‐term
pursuit.
If
stock
price
can
be
viewed
as
a
proxy
for
the
impact
of
design
in
the
marketplace,
consider
the
performance
of
this
bucket
of
10
Girms
that
have
invested
signiGicantly
in
design
over
the
last
10
years.
Note:
To
normalize
data,
we
left
Apple
off
the
list.
Article:
“6
Keys
For
Turning
Your
Company
Into
A
Design
Powerhouse”
by
Jeneanne
Rae
published
in
http://www.fastcodesign.com/
Success Stories

22. Source:
ArNcle
from
Jared
M.
Spool,
Nov
30,
2011,
h"p://johnnyholland.org/2012/10/ux-­‐the-­‐new-­‐brand-­‐leaders/
Why UX can be next catalyst?

23. Why UX designers are problem solvers?

24. 1
Discover
&
Understand
Iden%fy
problems
and
opportuni%es
for
improvement
2
User
Research
&
Idea$on generate
insights
through
observa%on
&
immersion
3
Collabora$ve
Design develop
ideas
to
concepts,
and
translate
into
prototypes
4
Storytelling
&
Presenta$on illustrate
interac%ons
through
customer
journey
How do we transfer UX knowledge to product teams?

25. Case
Study:
Key
projects
being
commissioned:
Next
Genera%on
Digital
Retail
Store Revamp
Corporate
WebsiteNext
Genera%on
Online
Store
What
we
did:
Re-­‐alignment
of
Retail
and
Digital
Experience
to
complement
each
other

26. SingTel Digital Retail Store Concept (1st store @Jurong Point launched on 15 Jan 2009)
A
complete
redesign
of
SingTel
retail
stores
with
that
won
2
awards:
•Global
POPAI
Awards
-­‐
Gold
Award
(Digital
and
Interac4ve
Media
category)
•Singapore
Retailers
Associa4on
(SRA)
Awards
2009
for
Best
Retail
Concept
of
the
Year
(1)
Creation
of
Digital
Stores
Concept
with
collaboration
with
multi-­‐agencies
and
domain
experts
(2)
Information
Architecture
and
Touch
Screen
Design

27. New Launch in Jurong Point

28. New Launch in Jurong Point
Service
Design:
prototyping
service
moments
with
employees

29. New Launch in Jurong Point
Implementation
through
multi-­‐disciplinary
collaboration

30. Before and After for [SingTel Digital Retail Store Concept]
Before - Brick and Mortar After - Digital Lifestyle
SingTel
Comcentre

31. The acceleration of startup scene in Singapore started back in 2008

41. Jeff Gothelf

45. Concentrated within or near the city area where the actions are

50. I
think
this
idea
will
change
the
world,
super
excited
about
it!
Some dialogues I had with Startups

51. “Everyone
I
have
just
mentioned
a
while
ago.
Furthermore,
I
believe
people
from
here
+
there
will
Find
it
attractive
too,
we
can
extend
the
modules
to
do
this
and
that
too”
“So,
who
are
your
intended
users
(or
customers)
for
the
app
you
are
designing
for?”
“Really?!?
Basically
you
don’t
even
know
what
speciMic
problems
you
are
trying
to
solve”

52. “How
do
you
come
about
building
this
app
in
the
First
place?”
“I
Find
it
frustrated
or
inefFicient
to
do
certain
things,
I
believe
I
can
solve
the
problem
better
through
my
idea.
I’m
the
best
user
after
all,
isn’t
it?”
“Great,
so
who
else
have
you
validated
your
ideas
with?”
“Myself,
...
and
a
couple
of
my
friends,
they
said
the
idea
is
cool!”
“Err.....
you
mean
everyone
else
behaves
exactly
like
you???”

53. Why the UX of my
app is not good?
“I
have
built
a
list
of
great
features
but
I
(or
my
investor)
feel
that
the
user
experience
is
not
good”
“In
what
way
you
Find
the
user
experience
is
not
good?”
“The
UI
is
not
sleek
enough,
I
need
to
make
it
more
beautiful
and
attractive
-­‐
perhaps
by
adding
a
couple
of
nice
icons
here
and
there...”
“I
see,
your
deMinition
of
good
user
experience
=
better
user
interface,
no
wonder
the
user
experience
of
your
app
sucks...”

54. Slide 85
Perception
of
UX
within
the
startup
communities
A
“user-­‐friendly”
UI
=
Good
UX

55. h"p://whitneyhess.com/blog/2012/08/25/if-­‐vcs-­‐understood-­‐ux/
Dear
VCs,
these
slides
are
specially
for
you
:)

56. h"p://whitneyhess.com/blog/2012/08/25/if-­‐vcs-­‐understood-­‐ux/

57. Slide 91
Economy
Focus
To
turn
Singapore
into
a
leading
centre
for
contemporary
design
in
Asia.
Extracts
from
ofGicial
report,
The
“Design
Singapore”
Initiative

58. Slide 92
Singapore’s
Vision
“A
global
cultural
and
business
hub
for
the
design
of
products,
content,
and
services,
where
design
consciousness
and
creativity
permeated
all
aspects
of
work,
home
and
recreation”.

59. Slide 93
Evolution
of
Design
in
Singapore
Focus
Before 1995
Industrial
Design
Architectural,
Industrial
Design,
Product
Manufacturing
2001
Web
Programming
Programming,
Graphic
Design,
Interactive
Web
2007
Usability
Engineering
Testing,
Evaluation
2012
Experience
Design
Multi-­‐Channel
Design
Interaction
Design
Service
Design

60. Slide 102
Be
An
Integrator

61. Slide 103
Adapt
Global
Best
Practices
for
Local
Context
Think Globally Connect Locally

62. Changes need to start by ourselves first

63. As an individual, we then share online UX web resources
Smashing
Magazine
UX
Booth
UIE
Blog
Johnny
Holland UX
Matters
Fast
Company

64. Initiative to Build a more Holistic User Experience Community in Singapore
Organise
Meetup
Sessions UXSG
Facebook
Group

65. UXSG
Facebook
group
DestrActions
IxDA
Singapore
chapter
Next
Bank
Asia
Design
Singapore
Council
Cohesive Local Community Platforms

66. Regional Conferences
UX
Taiwan User
Friendly
China
UX
Hong
Kong
HCD
Net
Japan
UX
Singapore

67. International Conferences
IxDA
Conference UX
Lisbon
UXPA
International
UX
London
UX
Australia

68. Slide 110
Opportunities
Bounce-­‐Off
Ideas
.
Provide
Expertise
.
Business
Partnerships
.
Provide
Thought
Leadership
.
Transform
our
Education
System
.
Connect
Cross-­‐Border
Design
Communities
.

69. Slide 111
Let’s
Start
a
Dialogue

70. Raven
Chai
Email:
raven@uxconsulting.com.sg
Twitter:
@ravenchai