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Lean approach to creating great user experience. User research does not have to be expensive and extend over a long period of time. While company can always spend more time and budget in understanding its user, they still represent opportunity cost when there is just so many things happening in a startup. That said, starting a product without basic understanding of the users breed disaster. In this set of slides, I'll share some common techniques which allow companies to learn more about its user and design an experience that is contextual to its business and users.
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By Donald Lim
INTRODUCTION Who I am and what I do
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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.
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DELIGHTFUL EXPERIENCES What is it and why some products are deemed delightful
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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
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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.
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•  Delightful experience usually have some of the following:
– Unexpected
– Considerate
– Meaningful to user
– Timely
Ultimately, good experience solve problems 11
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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
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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
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STEP 2:IDEATE Because the best ideas was build upon many…
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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
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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
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Reasons
Setting the Foundation
Interpretation / Analysis
Envisioning
Structure
Interface Design
Evolve
Framing the problem & getting on the same page (1.5 – 2hrs)
Ideation
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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
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STEP 3:PRIORITIZE Because you don’t have time and money for everything…"Yet every feature is seem to be “critical”…
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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
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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
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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
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