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15th Nov 2014
UXSG Office Visit #3
for Singapore Polytechnic
S.E.E.D Student Interest Group
topics
• How UX is being practiced in each company / workflow in the UX
company
• about bellabox
• UX at bellabox
• The his...
bellabox
virtual office visit
for Singapore Polytechnic
S.E.E.D Student Interest Group
about bellabox
started in Oct 2011 in Australia & Singapore by twin sisters Emily & Sarah Hamilton
“bella” was their first ...
UX at bellabox
Re-design of 2 year old
business processes and system architecture
as we grew from 8k+ to 45k customers wit...
design & dev team
2 UX Designers, 1 Design Intern, 1 Visual Designer
1 Front-end Developer
1 Infra (Full Stack), 3 Web Dev...
Credit : https://medium.com/@tyahma/how-to-hire-product-people-aab926e077c8
Credit : https://medium.com/@tyahma/how-to-hire-product-people-aab926e077c8
the process
• understanding our environment
• understanding our customers
• design strategy
• product requirements and ana...
understanding
our environment
across 15 days
2 countries
20+ team member interviews
and 2 workshops
focused on “user exper...
understanding
our customers
2 days
2 countries
20+ team members
focused on “customer journey”
as a topic
to identify where...
design & dev strategy
product requirements
& analysis
• Product Design
• Epic Planning and Prioritisation
• Understanding user research done by
...
setting up the roadmap
& focus on delivery
S P R I N T
( 2 W E E K S ) 1
1 1 T H N O V
2 0 1 3
2
2 5 T H N O V
2 0 1 3
3
9...
user scenarios
Scenario 1 (Example)
Description in the form of a job story from
the perspective of the user: When you ___,...
information architecture
task flow analysis
user interface flow
test early & often
prototyping
for Mobile
beta launch -> Live
key learnings
key learnings
• Business as usual while over-hauling a business is incredibly tough
work
• We have had key project team me...
key learnings
• Hybrid model kinda works
• Lean In-house dev team
• Combined with Heavy out-sourced Design & Dev team
• Lo...
history about myself
How did I venture into
UX Industry?
how did i venture into
ux industry?
what was I doing previously?
• 1999 - Freelance Web Design / Development
leading to web hosting for SMEs
• 2002 - Research...
some apps i’ve worked on
What do you like about UX
• focus on the customer and understanding them
before making decisions
• focus on internal users...
What made you stay in the
field of UX?
• not a “UX” professional, no one (except recruiters)
would hire me to be a UX desig...
don’t have the right team yet?
here are some great books to read
thank you
@michaelon9
see you around at
Agile SG #agilesg
UXSG #uxsg
ProductCamp SG #pcampsg
UXSG Office Visit #3 for Singapore Polytechnic S.E.E.D Student Interest Group - UX at bellabox
UXSG Office Visit #3 for Singapore Polytechnic S.E.E.D Student Interest Group - UX at bellabox
UXSG Office Visit #3 for Singapore Polytechnic S.E.E.D Student Interest Group - UX at bellabox
UXSG Office Visit #3 for Singapore Polytechnic S.E.E.D Student Interest Group - UX at bellabox
UXSG Office Visit #3 for Singapore Polytechnic S.E.E.D Student Interest Group - UX at bellabox
UXSG Office Visit #3 for Singapore Polytechnic S.E.E.D Student Interest Group - UX at bellabox
UXSG Office Visit #3 for Singapore Polytechnic S.E.E.D Student Interest Group - UX at bellabox
UXSG Office Visit #3 for Singapore Polytechnic S.E.E.D Student Interest Group - UX at bellabox
UXSG Office Visit #3 for Singapore Polytechnic S.E.E.D Student Interest Group - UX at bellabox
UXSG Office Visit #3 for Singapore Polytechnic S.E.E.D Student Interest Group - UX at bellabox
UXSG Office Visit #3 for Singapore Polytechnic S.E.E.D Student Interest Group - UX at bellabox
UXSG Office Visit #3 for Singapore Polytechnic S.E.E.D Student Interest Group - UX at bellabox
UXSG Office Visit #3 for Singapore Polytechnic S.E.E.D Student Interest Group - UX at bellabox
UXSG Office Visit #3 for Singapore Polytechnic S.E.E.D Student Interest Group - UX at bellabox
UXSG Office Visit #3 for Singapore Polytechnic S.E.E.D Student Interest Group - UX at bellabox
UXSG Office Visit #3 for Singapore Polytechnic S.E.E.D Student Interest Group - UX at bellabox
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UXSG Office Visit #3 for Singapore Polytechnic S.E.E.D Student Interest Group - UX at bellabox

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UXSG Office Visit #3 for Singapore Polytechnic S.E.E.D Student Interest Group - UX at bellabox

Nov 15th 2014

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UXSG Office Visit #3 for Singapore Polytechnic S.E.E.D Student Interest Group - UX at bellabox

  1. 1. 15th Nov 2014 UXSG Office Visit #3 for Singapore Polytechnic S.E.E.D Student Interest Group
  2. 2. topics • How UX is being practiced in each company / workflow in the UX company • about bellabox • UX at bellabox • The history of yourself • How did you venture into the UX industry • What were you doing previously • What do you like about UX / What made you stay in the field of UX?
  3. 3. bellabox virtual office visit for Singapore Polytechnic S.E.E.D Student Interest Group
  4. 4. about bellabox started in Oct 2011 in Australia & Singapore by twin sisters Emily & Sarah Hamilton “bella” was their first family dog & “box” comes from the box business
  5. 5. UX at bellabox Re-design of 2 year old business processes and system architecture as we grew from 8k+ to 45k customers within a year our question : how do we support even more customers and keep them happy?
  6. 6. design & dev team 2 UX Designers, 1 Design Intern, 1 Visual Designer 1 Front-end Developer 1 Infra (Full Stack), 3 Web Developers
  7. 7. Credit : https://medium.com/@tyahma/how-to-hire-product-people-aab926e077c8
  8. 8. Credit : https://medium.com/@tyahma/how-to-hire-product-people-aab926e077c8
  9. 9. the process • understanding our environment • understanding our customers • design strategy • product requirements and analysis • product roadmap • information architecture • task flows • prototyping & testing • development • marketing launch & measuring
  10. 10. understanding our environment across 15 days 2 countries 20+ team member interviews and 2 workshops focused on “user experience” as a topic to identify where,how and who we would start with hybrid approach with design, development PO co-located at their office 80-90% of time
  11. 11. understanding our customers 2 days 2 countries 20+ team members focused on “customer journey” as a topic to identify where,how and who we would start with helped identify key customer journey points to tackle for the project
  12. 12. design & dev strategy
  13. 13. product requirements & analysis • Product Design • Epic Planning and Prioritisation • Understanding user research done by bellabox team • Competitor Analysis (Functional and Visual) • Discuss Brand Strategy • Technical • Initial System Analysis on v1 • Migration Planning (Data and Settings) • Setup Test Environments for Drupal • Operations • Prototype new box allocation and payment check flow for AU Women
  14. 14. setting up the roadmap & focus on delivery S P R I N T ( 2 W E E K S ) 1 1 1 T H N O V 2 0 1 3 2 2 5 T H N O V 2 0 1 3 3 9 T H D E C 2 0 1 3 4 2 3 R D D E C 2 0 1 3 
 
 X M A S / 
 N E W Y E A R 5 6 T H J A N 2 0 1 4 6 2 0 T H J A N 2 0 1 4 D R A F T 7 3 R D F E B 2 0 1 4 D R A F T 8 1 7 T H F E B 2 0 1 4 D R A F T 9 3 R D M A R 2 0 1 4 
 
 B E TA O P T I N 1 0 1 7 T H M A R 2 0 1 4 D R A F T 1 1 3 1 S T M A R 2 0 1 4 
 
 P R O D U C T D E S I G N 
 M I K E , C H A R M A I N E , S H E L D O N 
 Z AV I E R M I C H A E L R E S E A R C H A N A LY S I S 
 
 E P I C P L A N N I N G R E S E A R C H 
 A N A LY S I S 
 
 S T O RY P R I O R I T I S AT I O N I N F O R M AT I O N A R C H I T E C T U R E 
 TA S K F L O W S TA S K F L O W S P R O T O T Y P E S TA S K F L O W S 
 
 W I R E F R A M E S 
 
 V I S U A L D E S I G N W I R E F R A M E S 
 
 V I S U A L D E S I G N W I R E F R A M E S 
 
 V I S U A L D E S I G N F R O N T- E N D W I R E F R A M E S 
 
 V I S U A L D E S I G N 
 
 F R O N T- E N D T E S T I N G 
 
 F R O N T- E N D Q A V 2 . 1 D E S I G N 
 V 2 . 1 D E S I G N T E C H A LV I N , A L E X 
 RYA N , A L I F 
 M I C H A E L I N I T I A L S Y S T E M A N A LY S I S A R C H I T E C T U R E M I G R AT I O N PAY M E N T 1 . 5 O R D E R 1 . 5 M I G R AT I O N PAY M E N T 1 . 5 O R D E R 1 . 5 M I G R AT I O N PAY M E N T 1 . 5 O R D E R 1 . 5 
 
 F E E D B A C K 1 . 5 
 M O B I L E M A I L S 1 . 5 M I G R AT I O N P L A N N I N G 
 
 I N V E N T O RY S U B S C R I P T I O N S T O R E B R A N D M A N A G E M E N T 
 
 O R D E R S 
 A L L O C AT I O N 
 
 M U LT I - C O U N T RY PAY M E N T 2 . 0 
 M I G R AT I O N S H I P P I N G 
 P R O F I L E S 
 
 P R O M O T I O N S F E E D B A C K 2 . 0 
 C S 2 . 0 
 
 A R T I C L E S 
 
 R E WA R D S N O T I F I C AT I O N S 
 
 A N A LY S I S R E P O R T I N G 
 
 T E S T I N G , I T E R AT I N G T E S T I N G , I T E R AT I N G 
 
 
 PA R C E L T R A C K I N G 
 
 D A S H B O A R D S T E S T I N G , I T E R AT I N G O P E R AT I O N S 
 E M I LY, S A R A H , J A S M I N E , AT I Q A H , K AY L A A L E X A N D R E , M A R I O N , E M I LY V. A L E X , M I C H A E L A L L O C AT I O N 1 . 5 
 A U S T R A L I A W O M E N 
 
 PAY M E N T 1 . 5 
 A U S T R A L I A 
 W O M E N A L L O C AT I O N 1 . 5 
 A U S T R A L I A W O M E N 
 
 PAY M E N T 1 . 5 
 A U S T R A L I A 
 W O M E N A L L O C AT I O N 1 . 5 
 A U S T R A L I A W O M E N 
 
 PAY M E N T 1 . 5 
 A U S T R A L I A 
 W O M E N PAY M E N T 1 . 5 
 A U S T R A L I A 
 W O M E N 
 
 F E E D B A C K 1 . 5 
 D E C B O X S I N G A P O R E A L L O C AT I O N 1 . 5 
 A U S T R A L I A W O M E N 
 
 PAY M E N T 1 . 5 
 A U S T R A L I A 
 W O M E N 
 
 C U S T O M E R S E R V I C E 1 . 5 - I N T E R C O M . I O S I N G A P O R E 
 
 A L L O C AT I O N 1 . 5 
 A U S T R A L I A W O M E N 
 
 PAY M E N T 1 . 5 
 A U S T R A L I A 
 W O M E N 
 
 F E E D B A C K 1 . 5 
 J A N B O X S I N G A P O R E 
 A U S T R A L I A A N A LY T I C S 1 . 5 A L L O C AT I O N 1 . 5 
 A U S T R A L I A W O M E N PAY M E N T 1 . 5 
 A U S T R A L I A 
 W O M E N A N A LY T I C S 1 . 5 A L L O C AT I O N 1 . 5 
 A U S T R A L I A W O M E N PAY M E N T 1 . 5 
 A U S T R A L I A 
 W O M E N 
 F E E D B A C K 1 . 5 
 F E B B O X S I N G A P O R E 
 A U S T R A L I A 
 C U S T O M E R S E R V I C E 2 . 0 
 I N T E R C O M . I O 
 A U S T R A L I A A L L O C AT I O N 2 . 0 
 A U S T R A L I A 
 W O M E N 
 
 PAY M E N T 2 . 0 
 A U S T R A L I A 
 S I N G A P O R E 
 A L L A N A LY T I C S 2 . 0 A L L O C AT I O N 2 . 0 
 A U S T R A L I A 
 W O M E N 
 
 PAY M E N T 2 . 0 
 A U S T R A L I A 
 S I N G A P O R E 
 A L L 
 
 F E E D B A C K 2 . 0 
 M A R B O X S I N G A P O R E 
 A U S T R A L I A A N A LY T I C S 2 . 0 A L L O C AT I O N 2 . 0 
 A U S T R A L I A 
 W O M E N 
 
 PAY M E N T 2 . 0 
 A U S T R A L I A 
 S I N G A P O R E 
 A L L A N A LY T I C S 2 . 0 M A R K E T I N G 
 E M I LY, S A R A H , S T E P H A N I E , B I Y I N G , L A U R E N , B E C K S A L B E R T G O T O M A R K E T P L A N N I N G 
 
 M I G R AT E A C Q U I S I T I O N T R A C K I N G - G O O G L E TA G M A N A G E R 
 
 M I G R AT E A C Q U I S I T I O N T R A C K I N G - G O O G L E TA G M A N A G E R A L P H A S I T E S N E A K P E A K B E TA O P T I N 
 - V O L U N T E E R - I N V I T E S L I V E I N V I T E S
  15. 15. user scenarios Scenario 1 (Example) Description in the form of a job story from the perspective of the user: When you ___, you want to ___, so you can ___.
 When you have a Bellabox subscription, you want to check your dashboard, so you can keep up with the status of your boxes, pending orders, and anything that needs my attention. User Tasks These are the tasks you want the user to be able to complete. • Check the status of your next box • Check the status of your pending orders
  16. 16. information architecture
  17. 17. task flow analysis
  18. 18. user interface flow
  19. 19. test early & often
  20. 20. prototyping for Mobile
  21. 21. beta launch -> Live
  22. 22. key learnings
  23. 23. key learnings • Business as usual while over-hauling a business is incredibly tough work • We have had key project team members leave due to the hectic nature of running a business and creating a new platform • Maintain focus on customer needs • Don’t be distracted by growth. You are at critical juncture where lack of focus can delay project plans significantly
  24. 24. key learnings • Hybrid model kinda works • Lean In-house dev team • Combined with Heavy out-sourced Design & Dev team • Looking back, we would move towards in-house sooner rather than later after majority of work is completed BUT hiring is tough (for everyone) • Learn from Enterprise • Be great at documentation, process design • Identify bottlenecks early and work on removing obstacles
  25. 25. history about myself
  26. 26. How did I venture into UX Industry? how did i venture into ux industry?
  27. 27. what was I doing previously? • 1999 - Freelance Web Design / Development leading to web hosting for SMEs • 2002 - Research & Development - 
 A Robust Rule-based Event 
 Management System for Call Data Records 
 - Société Générale • 2003 - Network Engineer 
 - NEC Solutions • 2004 - Full-Stack development 
 - Palm & Windows Mobile 
 - K.C. Dat, Nippon Express, Air Asia , Singapore Zoo, Jurong Birdpark, Changi Airport Terminal 1 & 2, M1, Mapletree ... • 2005-2007 - Business Process Consulting 
 - VISA International
 - Robert Bosch SEA • 2008 - Took a break in EVE Online
 - Internet Spaceships is serious business • 2009 - Portal Development 
 - ST701, SPH, Online Classifieds • 2010 - Scrum Master 
 - iProperty Singapore • 2012 - Mobile & UX Lead 
 - iProperty Group 
 (Malaysia, Singapore, Hong Kong & Indonesia) • 2013 - Senior Product Manager
 2014 - Chief Operating Officer 
 - bellabox Australia & Singapore
  28. 28. some apps i’ve worked on
  29. 29. What do you like about UX • focus on the customer and understanding them before making decisions • focus on internal users and understanding them • once we done that, making decisions with these factors in mind
  30. 30. What made you stay in the field of UX? • not a “UX” professional, no one (except recruiters) would hire me to be a UX designer. I wouldn’t hire myself :p • I have learnt what I need to perform some basic tasks, would hire when it gets to a certain level beyond me • I stay engaged with community & topics as find it useful to act as bridge between ux, technical & business
  31. 31. don’t have the right team yet? here are some great books to read
  32. 32. thank you @michaelon9 see you around at Agile SG #agilesg UXSG #uxsg ProductCamp SG #pcampsg

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