UX in the Professional World - a seminar at Universitas Indonesia

©"2014"SOMIA"CUSTOMER"EXPERIENCE.""
UXINTHEPROFESSIONALWORLD
SEMINAR AT UNIVERSITAS INDONESIA
4 APRIL 2013
KETUT SULISTYAWATI, PHD
SOMIA CUSTOMER EXPERIENCE

Hello! I’m Sulis
Who Am I?
•  Customer Experience consultant
•  Indonesian – Balinese ;)
•  Lived in Singapore for 12 years
•  Bachelor in product design - NTU, Singapore
PhD in Human Factors – NTU, Singapore
I have worked at
•  Dell Experience Design Group, Singapore
•  Hewlett-Packard Global Design Studio
•  Reading Room, Singapore
Now at Somia Customer Experience, Indonesia

WHAT IS UX?
3

©"2014"SOMIA"CUSTOMER"EXPERIENCE."" 4

UI"is"just"one"aspect"
that"contributes"to"
the"experience"

WHAT IS UX?
10
Everything experienced by the users of a design or service

UX IS EVERYONE’S RESPONSIBILITY
15
“A customer’s experience is aﬀected by the whole story: brand,
campaigns, literature, websites, store design, package design, out-of-box
experience, product visual design, interaction design, support,
user community, disposal / replacement.
It’s absurd to think that one person can design all of this. UX is everyone’s
job, from the copywriter perfecting his headlines so that the site speaks to
the right audience, to the developer honing her code so that the app
performs a touch faster.“
Source: NNGroup report, User Experience Careers

WE CREATE
BALANCE
PEOPLE
(desirability)
BUSINESS
(viability)
TECHNOLOGY
(feasibility)
EXPERIENCE
INNOVATION

RELATED
FIELDS

UXASAPROFESSION
18

WE ARE MOSTLY VERY HAPPY WITH WHAT WE DO :)

WHAT DO UX
PROFESSIONALS
WORK ON?
UX activities can be applied
to almost anything that
people make.

WHAT ARE THE JOB TITLES?
Customer Experience Specialist
Design Researcher
Experience Designer
Human Factors Engineer
Information Architect
Interaction Designer
Usability Analyst
Usability Engineer
User Researcher
UX Consultant
UX Specialist
UX Designer
UI Designer
UI / UX Designer
UX / UI Developer
Service Designer

WHERE DOES UX FIT IN THE DEVELOPMENT PROCESS?
22
Research Deﬁne Design Develop

WHERE DOES UX FIT IN THE DEVELOPMENT PROCESS?
23
•  Business goals
•  User needs
•  Technical
capabilities
•  Competitors
•  Personas
•  Scenarios
•  User journey
•  Requirements
•  Concepts
•  Information
Architecture
•  Sketches &
wireframes
•  Content strategy
•  Review
prototype
•  Test with
users
•  Iterate

RESEARCH
24
Stakeholder research to
understand business goals and
internal capabilities
User research
Competitor analysis

FRAMING
25
Create personas and scenarios
Derive requirements
Analyze workﬂows & deﬁne user journey
Develop concepts

CONCEPT DESIGN
26
Structure the Information Architecture
Sketch the user interface
Deﬁne the content strategy
Provide input to visual design

DEVELOPMENT
27
Develop low fidelity / high fidelity
prototype
Review prototype
Conduct usability testing
Iterate design & finalize design details

This applies to almost any type of UX work,
with a varying degree of intensity
28

HOWDOESITLOOKLIKE?
ASINHOUSEDESIGNER
29

HOWDOESITLOOKLIKE?
INASTARTUP
31

HOWDOESITLOOKLIKE?
INANCONSULTANCY
33

HOWDOIGET
ACAREERINUX?
35

YOU MIGHT BE A UX PERSON IF…
You want to design a better solution for these light-switch problems, or you
want to know more about what’s going on here.
36Source: NNGroup report, User Experience Careers

You love good design, but chafe at poorly designed and broken controls,
instructions, menus, elevators, signage, maps, and so on.
37Source: NNGroup report, User Experience Careers, facebook.com/mohonrevisi

You like to organize things. You don’t have to have an alphabetical spice rack to
qualify as information-architect material, but if you immediately thought,“No, the
spices should be organized by type of food!”you might have the right stuﬀ.

And
•  You figure out how to make your workplace more efficient by streamlining
the workﬂow.
•  You file bugs against software that you use, in order to make it better for
everyone.
•  You’re the one who always spots the typo on the restaurant menu. You
probably have the kind of detail orientation that UX managers dream of.

QUALITIES YOU MUST HAVE
EMPATHY
•  Feel users’frustration and understand their points of view
•  Concern for people with diﬀerent abilities
•  Patience (“shut up and listen”)

CURIOUS
•  Curiosity, the drive to learn new things
•  Perceptiveness – observational skills
•  Tenacity – don’t give up easily

COMMUNICATION
•  Ability to convince people to ﬁx things
•  The ability to explain things to anyone
•  Can talk with anyone easily
•  Writing skills

TECHNICAL
•  Technical vocabulary – speak engineers’language
(data and precision)
•  Understanding of how systems work and how
people work with systems

1. Get some training
2. Network in professional communities
3. Actively pursue opportunities to practice UX activities
4. Learn business skills as well as design and people skills
5. Gain experience and build a portfolio
44
HOW DO I START A UX CAREER

GETTING STARTED
45

GETTING STARTED
46

UX
COMMUNITY
IN INDONESIA
47
join"group""
UX"Indonesia"

UX ID 2014 CONFERENCE – www.uxindonesia.org
48

SOME OF THE COMPANIES EMPLOYING UX IN INDONESIA
49

Thank you
Ketut Sulistyawati, PhD
www.somiaconsulting.com
@tyawati

UX in the Professional World - a seminar at Universitas Indonesia

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