5 ux mistakes that are killing your products

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2015 SOMIA CUSTOMER EXPERIENCE 1 12/3/15 5 UX MISTAKES THAT ARE KILLING YOUR PRODUCT Ketut Sulistyawati @tyawati http://goo.gl/gI4Vro

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2015 SOMIA CUSTOMER EXPERIENCE 1 12/3/15

5 UX MISTAKES THAT ARE KILLING YOUR PRODUCT

•  Ketut Sulistyawati

•  @tyawati

http://goo.gl/gI4Vro

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1Designing for yourself, never meet and talk with the users

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Many new products are created because they solve a personal problem.

But there comes a point when founders have to

stop solving their own problems, and look at the bigger audience. Your experience of a problem is vastly different from everyone else's.

Insulinangel.com

InsulinAngel was launched by Amin, a founder with Type 1

diabetes. He travels alot and his insulin is often exposed to varying temperatures week-to-week. So he solved the problem of monitoring the temperature of his own medication with InsulinAngel.

http://blog.kennedyturner.com/designing-for-yourself/

“YOU ARE NOT THE USER NEITHER IS YOUR BOSS”

When designing, it’s easy to assume that everybody is like you.

You know a lot about your products / services.

But sometimes, knowing too much can backfire.

It is difficult to unlearn what you know.

Stop seeing inside-out, start involving your users and get fresh outside-in perspectives.

4

Jessyca Frederick Director of Product Management, ThisNext

12/3/15 5 2015 SOMIA CUSTOMER EXPERIENCE

12/3/15 6 2015 SOMIA CUSTOMER EXPERIENCE

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Get out of the building and get to know your users!

q  Observe how they behave

q  Talk to them to understand their motivations and pains

q  Empathize, put yourself in their shoes

How to Avoid

UX MISTAKE 1. DESIGNING FOR YOURSELF

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2 Overly focused on visual, forgetting the rest

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http://www.domperignon.com/agegate.php?redirect=/

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"By adding Lorem Ipsum to the design you are essentially dressing your king before you know his size.” Kyle Fiedler

https://goo.gl/gfboM3

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12 http://goo.gl/DD8iJL

Visual design is just one of the factors that influence the user experience

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http://goo.gl/H7LyCa

UX is total, holistic experience

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Consider all aspects that affect the experience

q  Business goals

q  User needs & ease of use

q  Content

q  Technical capabilities & limitation

How to Avoid

UX MISTAKE 2. OVERLY FOCUSED ON VISUAL

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3 Settle in too early, never test with users, never iterate

16 http://goo.gl/LNIRUc

Pixel perfect is good. But doing this early on can be dangerous. You’ll become attached and feel bad to throw it away.

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What could be What should be What will be

# ideas

time

“what could be” Explore a lot of ideas Spend little time in each idea “what should be”

Evolve selected ideas More time to refine “what will be”

Specify what to build Attention to details

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Experience is the result of the interaction between the user and the product / service.

If you don’t get people to try it, how would you know what the experience is like?

If it’s in your head, it’s not experience

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12/3/15 19 2015 SOMIA CUSTOMER EXPERIENCE

12/3/15 20 2015 SOMIA CUSTOMER EXPERIENCE

Saldo Rp50473 1 Belanja di toko 2 Isi Pulsa 3 Pembayaran 4 Belanja Online 5 Kirim Uang 6 Tarik Uang 7 Pengaturan 8 Info

12/3/15 21 2015 SOMIA CUSTOMER EXPERIENCE image source: http://goo.gl/P4y616

PROTOTYPE

TEST

DESIGN

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Prototype, test, iterate

q  Explore many solutions in the beginning

q  Prototype, but no need to be perfect

q  Test and learn

q  Continuously iterate

How to Avoid

UX MISTAKE 3. SETTLE IN TOO EARLY

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4 Copy blindly, without understanding context

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By all means take inspiration but it’s important not to blindly copy

another design without trying to reverse engineer the rationale and

really evaluate whether it’s a good design or not.

You certainly don’t want to copy a flawed design and don’t assume that

just because a big name is using the design that it’s any good!

http://www.uxforthemasses.com/great-ux-ideas/

27 https://goo.gl/e5DsIW

28 http://goo.gl/jI8nfg

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Always check with your context

q  Ask why they use that specific design

q  Ask how this is similar / different with your business, users, context

q  Evaluate whether this will be consistent with the intended product /

service experience

How to Avoid

UX MISTAKE 4. COPY BLINDLY

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Monkey see, Monkey do Don’t be monkey

http://goo.gl/DpBx39

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5 Work alone and hope you can do magic

32 http://goo.gl/fHOom9

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A customer’s experience is affected by the whole story: brand, campaigns, websites, store design, packaging, product design, interaction design, customer support, user community, disposal / replacement. It’s absurd to think that one person can design all of this. Good UX design requires everyone in the team to understand the users, and do their part of the job to deliver experiences to the users in an orchestrated manner.

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Collaborate, collaborate, collaborate

q  Discuss with clients, product managers, designers, developers,

marketing, sales, customer service support team

q  Bounce ideas with others (not necessarily your coworkers)

q  Make friends with your users

How to Avoid

UX MISTAKE 5. WORK ALONE

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THANK YOU KETUT SULISTYAWATI

@tyawati

2015 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION 36