startingup - designing delightful experience

By Donald Lim

INTRODUCTION Who I am and what I do

2

We help some of the world’s major brands stay ahead by designing digital products that are strategically aligned to the business goals, the users

expectations appropriately leveraging digital opportunities.

3

4

5

DELIGHTFUL EXPERIENCES What is it and why some products are deemed delightful

6

Objects you interacted with

You, being there

Where you were

The thing you wanted to achieve

Sensory inputs

What you felt

Things you thought

Other people who were involved

Things you liked

Things you didn’t like

Your reactions

The tasks you did

The steps to reach your goal

7

Not only displays a map, but it pinpoints where you are and shows it. Move your device and the map moves to reorient based on which direction you are facing.

Point Word Lens at a sign in a foreign language and instantly read it in your native tongue.

8

9

10

•  Delightful experience usually have some of the following:

– Unexpected

– Considerate

– Meaningful to user

– Timely

Ultimately, good experience solve problems 11

12

STEP 1:UNDERSTANDING CONTEXT Because you are designing for someone for some purpose under certain circumstances

•  visually illustrates customers’ processes, needs, & perceptions throughout their interaction and relationship with an organization

14

15

PERSONA Name, age, profession, their Story, worldview, expectations, etc

GOALS what they are trying to achieve MOTIVATION why are they trying to achieve those goals

PHASES The phases consumer goes through. Phases can be based on existing frameworks if its relevant. e.g.

AIDA model, evangelism model, hype cycle

TASKS

the actual things consumer did in the situation

Touch points / Channels What the consumers are in contact with. It can be a place, an information channel, a particular object,

etc

Emotional State The emotional journey which the consumer went through

OPPORTUNITIES What are the tasks that can be made better than they are right now? What are the tasks we can remove?

CHALLENGES What are the tasks that are frustrating, annoying or difficult to achieve?

•  Experiences are complex – maps are means of navigating this complexity

•  Maps also puts the product into context

•  Maps help businesses decide which areas they should focus on

•  Maps create empathy in designers & business stakeholders

16

17

STEP 2:IDEATE Because the best ideas was build upon many…

18

What is it? Why use it?

A collaborative way of kick starting the prototyping phase

To open up the thinking to the entire team and getting everyone on the same page

Builds upon research done in understanding users and context, and using it generate

relevant ideas To get under the skin of each Persona and

make informed design decision

Participants work together to generate, evaluate and refine their ideas using low fidelity

technique of pen and paper To increase the number of ideas and chance of

innovation through rapid iterations

Sketch boarding is a tool for innovation and delight, not hygiene

Hygiene factors will be should be covered by extensive and by experienced UX practitioner

as they are “already out there”

Sketch Boarding Identify •  Business Goals •  Project Objectives •  Opportunities Persona Use Cases Challenges Context of Use Critical Success Factors Product Vision User Stories / Task Flow Sketching •  Sketch selected user stories •  Critique and identify key screens

and content Iterate •  At least 2 rounds

19

Reasons

Setting the Foundation

Interpretation / Analysis

Envisioning

Structure

Interface Design

Evolve

Framing the problem & getting on the same page (1.5 – 2hrs)

Ideation

Sketch Boarding Identify •  Business Goals •  Project Objectives •  Opportunities Persona Use Cases Challenges Context of Use Critical Success Factors Product Vision User Stories / Task Flow Sketching •  Sketch selected user stories •  Critique and identify key screens

and content Iterate •  At least 2 rounds

20

Reasons

Setting the Foundation

Interpretation / Analysis

Envisioning

Structure

Interface Design

Evolve

Framing the problem & getting on the same page (1.5 – 2hrs)

Ideation

21

22

1.  Anyone can draw:

–  No artist required. No bonus point for superb drawing.

2.  Team Dynamics & Diversity:

–  Works well in low power distance, open-minded and diverse team

3.  Mindset:

–  Switch from macro-thinking at the start to micro-thinking towards the end

4.  Prep work

–  Every single person must do due diligence before or you’ll definitely waste a lot of time explaining

23

24

STEP 3:PRIORITIZE Because you don’t have time and money for everything…"Yet every feature is seem to be “critical”…

25

26

Hygiene Performance Delight

Features which user expect or assume it should naturally

be there

Featured that are consciously evaluated by users and is often used for comparison

Features that “WOW” and deliver buzz. It is often

unexpected yet meaningful

Lack of it: High Dissatisfaction Done well: No Satisfaction

Lack of it: High Dissatisfaction Done well: High Satisfaction

Lack of it: No Dissatisfaction Done well: High Satisfaction

Performance Factors

Customer Satisfied

Customer Dissatisfied

Basic Factors Non-fulfillment High fulfillment

Delight Factors

Product Recommendation

Email reminder based on Behavioral Tracking

Payment Gateway Security

Referral Program One Click Checkout Product Reviews Promotion Code Reward System Wishlist Live Inventory Personalized Store 3D View Product Filters Mobile Compatibility Live Chat / Support

28

Office-Zoom is building an e-commerce stationary shop that specialize in providing supplies to organization. They have 50,000+ SKUs and have the ability to delivery orders by the next day*. In 2012: Revenue - SGD 3 million Service Staff – 50 Average no of order in a day – 50 Average order value - $200 The phase 1 of the shop need to be completed in 9 months (design, build, test)

Performance Factors

Customer Satisfied

Customer Dissatisfied

Basic Factors Non-fulfillment State of fulfillment

Delight Factors

Live Chat / Support

3D View Wishlist

Product Filters

Referral Program

Promotion Code

Mobile Compatibility

Reward System

Personalized Store One Click Checkout

Payment Gateway Security

Live Inventory

Email reminder based on Behavioral Tracking

Product Recommendation

Product Reviews

Feature H, P, D to user?

User Benefit Business Benefit

Business Cost

Priority

Live Chat / Support

Delight High Make better decision

High Higher conversion

High Staff cost

Low

Mobile Compatibility

Hygiene High High Low High

Product Filters

Hygiene High High Low High

Live Inventory

Performance Medium High High Medium

Personalized Store

Delight Medium Medium High Low

30

High Value Added Customer Satisfied

Customer Dissatisfied

Critical

Non-fulfillment State of fulfillment

Highly attractive

•  Guides decision in quality strategies by prioritizing user needs

•  Useful tool for analyzing demand

•  Is user-centric

•  Quantifies satisfaction, making effective trade-offs easier

•  For PM: Prevent scope creep

•  For Designer: Help guide design decisions

•  For Marketer: Sell the delight factors, people don’t need to be told of hygiene factors

•  For Developer: Help ensures all hygiene factor is there before concentrating on the delight factors.

QUESTIONS? You may also follow me on:

@limdonald sg.linkedin.com/in/donaldlch

33