This is the presentation deck from UX Conference session by Victor Ong of Bain and Company as a part of UXSEA Summit 2019 in Singapore. UXSEA Summit 2019 was held from 18th to 20th November, 2019. For more information about UXSEA Society, visit https://uxsea.org/ The copyright of this material is with those who created this presentation material. Please take permissions from the authors if you are in doubt about copyright infringement.

2. I’m VictorHi!

3. Market
Trends
Consumer
Behavior
Stiffer
Competition
Social
Influence
From To
Online marketing and
digital advertising
Designing digital solutions,
products and services

4. UX is about making things pretty...

5. STRUCTURE
SCOPE
STRATEGY
SKELETON
SURFACE
• Interaction design
• Information architecture
• Wireframes
• Functional specs
• Content requirements
• User needs & research
• Objectives
• Interface and navigation
• Content
• Visual design
• Micro-interactions

6. DESIGNER/
DETECTIVE

7. Identify needs and
empathize with users’
problems.
Bloodhound
RIGHT MINDSET;
RIGHT SKILLS

8. The Bloodhound Approach
● Ethnographic field studies
● Observations
● Contextual inquiry
● 1-to-1 interviews
● Surveys
● Shadowing
● Eye tracking
● Customer feedback
● A/B testing
● Email surveys
● Focus groups
● Diary studies

10. Identify needs and
empathize with users’
problems.
Bloodhound
RIGHT MINDSET;
RIGHT SKILLS
Tingle in the presence of weak
signals and to draw trend insights.
6th Sense

11. Exercising Your 6th Sense
Identify the weak signals in
trends that have a 50%
chance of growing into
something bigger.
Droplet
Experiment to determine
how the trend can be
applied and what its
socio-economic impact
might be.
Ripple
When a trend becomes
mainstream, it is no longer at
an innovation stage: it is at an
optimization stage.
Wave

12. Identify needs and
empathize with users’
problems.
Bloodhound
RIGHT MINDSET;
RIGHT SKILLS
Tingle in the presence of weak
signals and to draw trend insights.
6th Sense
Juggle both sides, researcher
and designer, so you can know
when things are just
right—when enough is enough.
Mutant Powers

13. Primary research
insights
Secondary
research
Research synthesis
Business alignment
Driving the strategy and
vision
Mutant Power
Designer

14. Identify needs and
empathize with users’
problems.
Bloodhound
RIGHT MINDSET;
RIGHT SKILLS
Tingle in the presence of weak
signals and to draw trend insights.
6th Sense
Be comfortable with the
unknown and synthesize
insights to create the path
forward/strategy.
Uncharted Space
Juggle both sides, researcher
and designer, so you can know
when things are just
right—when enough is enough.
Mutant Powers

15. Working with the Constraints of
the Uncharted Space
How much time is enough? The
more time you have, the more
insights and data you can find
and synthesize.
Time
How much funding is
enough for a sufficient
amount of research?
Money
What is considered enough
gathered information?
When to stop?
Information

16. Don’t Know Do Know
Could Be Should Be
Designing the Right Thing Designing Things Right
Phase Discover Define Develop Deliver
ACTIVITY RESEARCH SYNTHESIZE IDEATION IMPLEMENTATION
Question,
challenge,
client brief
Unstructured
research
findings
Scoped brief,
HMW question
Ideas,
hypothetical
answers
Answer,
product,
solution
Reference: Dan Nessler: Revamped Double Diamond

17. Let’s check out the various DD application.

18. Two Goals; Two Outcomes
Doing the
Right Thing
Doing
Things Right
Experience
Strategy
Experience
Design