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Reducing Friction for a Smoother User Journey

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  • A UX Design Presentation

    Reducing Friction for a Smoother User Journey

    Sigit Adinugroho for Google Hack Fair 2015

    Jakarta, Indonesia

  • A. K. A.

    How good UX saves lives

  • A little bit about me

    2003-2007 Studied design

    2007-2012 Started my career in UX design

    2012-2014 Left comfort zone and joined multiple startups

    2014 Tried corporate once again, but failed

    2015 Trying to enjoy life more and share more

    2011-2013 Went back to design school

  • Decision Fatigue

  • Bad UX Killed Jenny

    Picture source: https://www.flickr.com/photos/genista/

    https://www.flickr.com/photos/genista/

  • The UX Pyramid

    Optimise the job & delight the users

    FUNCTION

    DELIGHT

    Gets the job done & advocates the user

    Save lives

    Business, Technology,

    Customer Experience, Product Market Fit

    and all that

  • Why product design fails

    Technology PeopleBusiness

    Because, these come first then this.(either one)

  • TechnologyBusinessPeople

    It should be this

    People

    Start with this and continue building with all 3 in mind

  • Where is design?

    TechnologyBusinessPeople

    Design drives all the three

    Reduce politics!

  • Designing the Middle

  • Assumptions

  • Product Myths

  • #1 My product will be the next big thing

  • #2 People will know how to use my product.

    Ive designed it for them.

  • #3 This world needs my product

  • #4 Technology can solve everything.

  • SOLUTIONS

  • #1 Think Ergonomics

  • Source: http://www.lukew.com/ff/entry.asp?1944

    Physical ergonomics

    http://www.lukew.com/ff/entry.asp?1944

  • Source: https://medium.com/@mibosc/mobile-ui-ergonomics-how-hard-is-it-really-to-tap-different-areas-of-your-phone-interface-bb043d409af8#.tjpc3ug4m

    Physical ergonomics

    https://medium.com/@mibosc/mobile-ui-ergonomics-how-hard-is-it-really-to-tap-different-areas-of-your-phone-interface-bb043d409af8#.tjpc3ug4m

  • Physical ergonomics

    Desktop, focus on eyeview Tablet, focus on hands Phone, focus on thumbs

    Changi Airport

    We want the app to be a recommendation

    engine with a minimal input. By signing in or

    scanning your boarding pass, wed like to generate a recommendation of things to

    enjoy at the airport. Changi is dubbed the worlds best for transit with its wide array of

    dining, shopping and family-friendly activities.

    Depending on the time range of transit, time

    of day and location, travelers can receive various recommendations to eat, shop,

    exercise, rest or just have fun. Watch movies,

    visit one of the indoor parks, dine, shop for chocolates.

    Changi Airport

    We want the app to be a recommendation engine with a minimal input. By signing in or scanning your boarding pass, wed like to generate a recommendation of things to enjoy at the airport. Changi is dubbed the worlds best for transit with its wide array of dining, shopping and family-friendly activities.

    Changi Airport

    We want the app to

    be a recommendation engine with a minimal

    input. By signing in or scanning your

    boarding pass, wed

    like to generate a recommendation of

    things to enjoy at the airport. Changi is

    dubbed the worlds

  • Visual ergonomics

    How many passengers?Adults

    Child

    Infant

    - +

    - +

    - +1

    0

    23

    Adults

    Please select

    Child

    Please select

    Infant

    Please select

  • Visual ergonomics

  • SELECT A COUNTRY Afghanistan Albania Algeria Andorra Angola Antigua and Barbuda Argentina Armenia Aruba Australia Austria Azerbaijan Bahamas, The Bahrain Bangladesh Barbados Belarus

    Use Less Dropdowns

  • Use less radio buttons

    Orange

    Carrot

    Melon

    Banana

    Apple

    Grape

    Orange

    Carrot

    Melon

    Banana

  • #2 Dont close the door before you open it

  • Please login

    with Facebook

    with Google

    with your email

  • This content will be served in 3, 2, 1

    SKIP THIS AD

  • #3 30-Second Rule

  • #4 Obvious always wins.

  • Source: http://www.lukew.com/ff/entry.asp?1945

    http://www.lukew.com/ff/entry.asp?1945

  • Source: http://www.lukew.com/ff/entry.asp?1945

    http://www.lukew.com/ff/entry.asp?1945

  • #5 Consolidate

  • Source: https://www.goodui.org

  • Credit Card Type

    Credit Card Number

    Month Year

    Name in Card

    CCV

    Expiration

    Pay

  • Credit or Debit Card

  • #6 Lower Learning Curves

  • Source: http://www.whattravelwriterssay.com/image/toiletfactskeenan9d.jpg

    http://www.whattravelwriterssay.com/image/toiletfactskeenan9d.jpg

  • Source: http://www.sketchappsources.com/free-source/32-free-icon-set.html

    Keep icons safe-to-recognise

    http://www.sketchappsources.com/free-source/32-free-icon-set.html

  • Source: http://www.sketchappsources.com/free-source/32-free-icon-set.html

    See deals

    http://www.sketchappsources.com/free-source/32-free-icon-set.html

  • Source: https://www.usertesting.com/blog/2015/08/04/user-friendly-ui-icons

    https://www.usertesting.com/blog/2015/08/04/user-friendly-ui-icons

  • Source: http://emby.media/community/uploads/inline/3/5554d6c180603_guidefilter1.png

    http://emby.media/community/uploads/inline/3/5554d6c180603_guidefilter1.png

  • No one raindrop believes they are to blame for the flood.

  • #7 Real-time feedback

  • *****************You entered wrong password

    ***********

  • #8 Build a visual language

  • Next Done

  • Next

    Next

    Next

  • Conclusion: Do your research

  • So to sum up.

  • Frictions happen because products are designed for businesses & technology, not for people.

    The cost is the product itself.

    Design is here to help. Hire designers.

  • #1 Think ergonomics #2 Dont close the door #3 30-Second Rule #4 Obvious always wins #5 Consolidate #6 Lower learning curves #7 Real-time feedback #8 Build a visual language

  • Thank you!

    TWITTER @hellosigit

    PERSONAL WEBSITE

    serendipified.com

    DRIBBBLE dribbble.com/sigit

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