This document introduces Ketut Sulisytati, a customer experience consultant and founder of Somia Customer Experience. She provides an overview of user experience (UX) and growth hacking, explaining that poor UX is a common reason for customer drop-off rates. The document then outlines a 9-step process for conducting a DIY UX audit of a product or service to identify areas for improvement. These steps include understanding business goals and users, testing first impressions, analyzing the user journey, and inspecting design elements for ease of use, clarity, and usability.

1. GROWTH HACKERS
GUIDE TO UX
KETUT SULISTYAWATI, PHD
SOMIA CUSTOMER EXPERIENCE
@tyawati @rarrisa @SomiaCX

2. HELLO!
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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
Previously worked at
• Dell Experience Design Group, Singapore
• Hewlett-Packard Global Design Studio
• Reading Room, Singapore
Founded Somia Customer Experience in 2012
Hello!
We are from SOMIA
Risa
Sulis

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What is this app? Why should I download it?

5. 5
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I would recommend you to try it too!
Get the app at http://go-jek.com/app
Enter this code
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and get
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Love,
Aya

6. 6
Enter code
Enter your email address
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Enter your code and get Rp 50,000 voucher

7. 7
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Send a bouquet of flowers
Send a box of chocolate

8. 8
Your driver is on his way.
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9. 3/4/15
GROWTH HACKING
AND UX
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10. GROWTH =
converting from non-users
to become users
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1. People have abundance of choices
2. People are lazy
3. Attention is expensive

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So you buy traffic or hack people to come to your site.
Let’s say they do visit.
But they don’t “get” why they should try it.
What happens next?

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Awareness à Consider à Sign up à First Use à Continue Using à Advocate
For every conversion step, there is a
possibility that the customer will drop off

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WHAT CAUSES THE DROP OFF?

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I don’t
understand what
this product is for
I’m confused
how to use this
product
The sign up
process is too
troublesome
I don’t know
what I should
do next

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WHAT IS UX
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WHAT IS USER EXPERIENCE (UX)
Every aspect of the user’s interaction with a product,
service, or company that make up the user’s
perceptions of the whole
Usability Professional Association
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DIGITAL

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PHYSICAL

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SPACE

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FORMS

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SERVICE

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Continuous,
connected
journey

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http://goo.gl/H7LyCa
Total, holistic experience

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DIY UX AUDIT
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THERE’S NO SUCH THING AS GOOD OR BAD UX.
IT DEPENDS ON THE CONTEXT.
RELEVANT EXPERIENCE MATTERS.
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27. Step 1
Identify
Business Goals
● What does the business want to achieve by
having this product?
● What are the indicators of success / KPI?
● What is the Unique Value Proposition?
● What do you want customers to say when
they are talking about the product?

28. Step 2
Identify
Users & Context
● Who are the target customers?
● What goals do they have?
● Why do they want to use the product?
● In what situation would they use the
product?

29. Step 3
Test
First Impression
● Does the product look inviting?
● Is it clear what the product is for and why it is
relevant for the user?
Tips: check against Unique Value Proposition
● Is it clear what the user can do?

30. Step 4
Walk The
Journey
List down the scenarios the user can do
e.g.: compare products, see detailed information,
submit application, make payment
1. _______________________________
2. _______________________________
3. _______________________________
_______________________________
_______________________________

31. Step 5
Inspect
The Details
Inspect the product elements against these
principles:
1. Easy on the eyes
2. Clear message
3. Strong call to action
4. Consistent
5. Appropriate affordance
6. Visible status
7. Quick and easy access
8. Prevent & help to recover
9. Guided form

32. EASY ON THE EYE
…and the fingers, nose, ears, and
mouth.
Aim for harmony among sensorial
elements.
Provide sufficient contrast for easy
reading (texts are readable),
wearing, carrying.

33. Avoid jargon.
Speak the users' language, with
words, phrases and concepts
familiar to the user.
Remember that the experience is
about them (the customer),
not you (the business).
CLEAR MESSAGE

34. Provide strong primary call to action.
Label and highlight the call to action.
Positioned the call to action within
easy and direct access.
STRONG CALL
TO ACTION

35. Navigational, interactions, design
elements throughout the site must
be consistent.
Consistency implies stability. It helps
users to learn and to predict how the
site works.
CONSISTENT

36. “Affordance” is when the user
knows that some action is possible.
Button looks like a button.
Non-clickable link doesn’t look like a
link.
APPROPRIATE
AFFORDANCE

37. Users don’t like to be left
wondering.
Inform users what is going on,
through appropriate feedback and
within reasonable time.
VISIBLE STATUS

38. Make products quickly available:
page loads quickly, immediate
response of product interaction.
Don’t forget about the content.
They too, need to be made quickly
accessible and easy to read.
QUICK ACCESS

39. Error messages should be
expressed:
- In plain language
- Precisely indicate the problem
- Constructively suggest a solution
PREVENT ERROR /
GUIDE RECOVERY

40. Even though it is better if the
system can be used without
documentation, it may be
necessary to provide help and
documentation.
PROVIDE HELP &
DOCUMENTATION

41. 3/4/15
NOW, LET’S TRY IT!
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42. DIY UX AUDIT
1. BUSINESS GOALS
2. USER & CONTEXT
3. FIRST IMPRESSION
4. WALK THE JOURNEY
5. INSPECT THE DETAILS
1. Easy on the eyes
2. Clear message
3. Strong call to action
4. Consistent
5. Appropriate affordance
6. Visibility of status
7. Quick access
8. Error prevention & recovery
9. Help & documentation
Download for free at blog.somiacx.com or https://www.slideshare.net/somiacx/diy-ux-audit/

43. THANK YOU
KETUT SULISTYAWATI, PHD
@tyawati
www.somiacx.com
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