The survey summarizes findings from a 2017 survey of 145 Indonesian UX professionals regarding the state of the UX industry in Indonesia. Key findings include: - The majority of UX practitioners are male, under 30 years old, and hold a bachelor's degree. - User research skills are considered most important, though technical skills are also valued. - Most practitioners have less than 3 years of experience and work in startups or agencies in Jakarta focusing on consumer electronics and internet products. - Schools and online courses are the primary ways practitioners learn skills and the industry is still developing experienced talent.

1. August 2017
Somia Customer Experience

2. How far UX industry has grown in Indonesia?
In an effort to understand the current
landscape of UX industry in Indonesia, we
continue our research and observation among
UX practitioners and companies. Some things
are changing in 2017, we’re seeing growth and
potential for development. This survey is an
attempt to dive deeper on these changes.
iUX Profession Survey 2017 Prepared by Somia Customer Experience
Introduction

3. Online survey.
July - August 2017.
145 respondents
Spread through communities :
Method
Disclaimer : This is an attempt to gather information from UX professionals around the communities. We are aware of the limitation of this method in terms of distribution and
data collection, as this may not fully represent the whole Indonesia. Please take the gathered findings with a pinch of salt.
UXID Facebook, WhatsApp,
Slack group, Unite UX.
iiUX Profession Survey 2017 Prepared by Somia Customer Experience

4. I love the moment when we
got unexpected insights from
the customer, something that
we might never thought
before.
User Researcher

5. 01
01. Demographic
02. UX Maturity
03. UX in Organization
04. UX in Daily Life
05. Students
06. Hiring
07. Love, Hate, The Future
05
13
20
24
28
33
TABLE OF CONTENT
ivUX Profession Survey 2017 Prepared by Somia Customer Experience

6. 01.DEMOGRAPHIC

7. UX profession in Indonesia is male dominated
and most are centered around Greater Jakarta.
A B G D F E C
GENDER LOCATION
MALE
62.1%
FEMALE
37.9%
Greater Jakarta
95A.
Jogjakarta
6D.
Semarang
1G.
Bandung
22B.
Surabaya
4E.
Medan
1
Malang
4F.
Nomad
1
Abroad
4
Bali
7C.
Gender & Location
02UX Profession Survey 2017 Prepared by Somia Customer Experience

8. Millenials are driving the current UX industry in
Indonesia, with 79.1% of the practitioners are
between 17 to 29 years old.
03UX Profession Survey 2017 Prepared by Somia Customer Experience
Practitioners Age
17-25 years old
26-29 years old
30-35 years old
> 36 years old
44.2%
7%
13.9%
34.9%

9. The proportion of UX practitioners holding bachelor
degree is increasing almost 10% from 2016.
Education Background
IT & Visual Communication majors still dominate the education background, but we also welcome
practitioners with more diverse majors, such as psychology, geophysics, sociology, and accounting.
Information
Technology
Visual
Communication
Product
Design
Media &
Communication
Other
Majors
59
24
34
8
4
04UX Profession Survey 2017 Prepared by Somia Customer Experience
76.3%
0.8%
0.8%
0.8%
15.3%
5.9%
Bachelor
Master
Diploma
Doctorate
Post-Doctorate
Unfinished Bachelor
DEGREE HOLDER BACKGROUND MAJOR

10. 02.UX MATURITY

11. UX is everything that users
feel everytime they're
using a product.
UX Designer

12. While most practitioners define UX as closely
related to the users, there are various context
how they explain what UX is.
07UX Profession Survey 2017 Prepared by Somia Customer Experience
UX Definition
EMOTION
Creating delightful customer
journey for product or service .
INTERACTION
UX is about human relationship towards any products
that they're using, be it digital or physical.
BEHAVIOUR
Researching about human behaviour and their
experience towards particular platform.
PROBLEM SOLVING
UX is the way to solve user problems effectively.
OVERALL EXPERIENCE
It’s about users going through a product from the
moment they heard about it, until they tried it then
got attached to it or stopped using it.

13. School is one of the first sources for discovering
UX among students and younger professionals.
08UX Profession Survey 2017 Prepared by Somia Customer Experience
First Exposure
Most older professionals first learned about UX in the workplace.
TOP 3 FIRST EXPOSURE
Students (17-29 years old) Younger Professionals (17-29 years old) Older Professionals (≥ 30 years old)
12
5
3
Online
Community
School 9
7
4
Work
31
25
14
School
Community
Online
Community
Work

14. Public online courses are the go-to-channel
where practitioners hone their skill.
09UX Profession Survey 2017 Prepared by Somia Customer Experience
Learning Resources
Coursera, Acumen, Interaction Design
Foundation, Udemy
PUBLIC ONLINE COURSES
18
Somia Academy, UX Indonesia,
Nielson Norman Group
PUBLIC OFFLINE COURSES
14
PART OF FORMAL EDUCATION
7
Medium, Youtube
NON-STRUCTURED RESOURCES
2
COURSE PROVIDED BY COMPANY
2

15. 10UX Profession Survey 2017 Prepared by Somia Customer Experience
Skill Required
TOP 3 UX SKILLS REQUIRED OTHER UX SKILLS REQUIRED
Prototyping
WireframingAnalysis
User Research
Design Thinking
Psychology
Empathy
Problem Solving
Communication
Empathizing with people is considered the
most important skill to work in the UX field.
Although just as important, technical skills such as
wireframing don’t make it to the top 3 UX skills.

16. Only 26.7% UX professionals have been
practicing UX for more than 3 years.
11UX Profession Survey 2017 Prepared by Somia Customer Experience
Years of Experience
Less than 3 years
3-5 years
5-10 years
> 10 years
73.3%
8.1%
1.2%
17.4%
It is difficult to find experienced UX practitioners
in Indonesia, only few people have capabilities
in UX field.
UX is attracting talents from other industries,
as the industry itself is still growing.

17. 12UX Profession Survey 2017 Prepared by Somia Customer Experience
Years of Experience
C Level
Lead
Senior level
Mid Level
Junior Level
No Sr/Jr Level
Part Time
Intern
Self Employed
EXPERIENCE LESS THAN 3 YEARS POSITION
20
2
1
2
3
3
9
8
15
Changed jobs into
UX Industry
Directly jumped into
UX Industry64.45%
35.55%
< 3 years
Practitioners with less than 3 years in UX
mostly switched from other industries.
PRACTITIONERS WHO HAVE LESS THAN 3 YEARS CAREER PATH
UX is attracting talents from other industries. Among these
practitioners, some are already in senior level, even in C level.

18. 03.UX IN ORGANIZATION

19. 13
Our working pace doesn't
allow us to mentor UX
younglings all the time.
User Researcher

20. Majority of UX
practitioners are
currently contributing to
tech-related industries.
15UX Profession Survey 2017 Prepared by Somia Customer Experience
Industry
Large number of practitioners stated
working in Consumer Electronics, including
those in startups. We’re curious to learn
what sort of product / service they may
be working on.
Consumer
Electronics
Internet &
Telco
Retail & Online
Marketplace
Financial
Technology
Transportation
& Logistic
27 11 8 6 5
Rp
TOP 5 UX INDUSTRY

21. Startups continue to
provide the biggest
playing field for UX
practitioners.
Type of Organization
While last year we found UX roles in
government and NGO, this year we’re
excited to see education sector has also
opened up opportunity for UX.
16UX Profession Survey 2017 Prepared by Somia Customer Experience
Agencies &
Consultants
Startups
In-House 12.79
Freelance 5.81%
Government &
Education 5.72
51.6%
5.72%
5.81%
12.79%
24.41%

22. 17UX Profession Survey 2017 Prepared by Somia Customer Experience
UX Roles
Designer
Manager
Strategist
Researcher
Technical
58%
12%
12%
4%
4%
UX ROLES TYPE DESIGNER ROLES TITLE
UX Designer
24 UI Designer
17 UI/UX
Designer
06
Product
Designer
04
Interaction
Designer
03
Visual
Designer
01Service
Designer
01
Majority of UX Practitioners are
stationed in Designer roles.
Researcher roles have increased by 7% from 2016.

23. 18UX Profession Survey 2017 Prepared by Somia Customer Experience
Even though UX as a field is still male dominated,
UX ladies are increasingly partaking technical and
strategist roles.
Gender Ratio
MANAGER
Male 100%
Female 0%
STRATEGIST
Male 50%
Female 50%
TECHNICAL
Male 50%
Female 50%
DESIGNER
Male 72.4%
Female 27.6%
RESEARCHER
Male 66.7%
Female 33.3%

24. 19UX Profession Survey 2017 Prepared by Somia Customer Experience
UX Importance in Organization
Many companies that put high importance
of UX , are functioning with UX teams of
5 people or less. We’re seeing more
companies shifting up their teams towards
5-20 people, compared to 2016.
UX TEAM WHERE UX IS CONSIDERED IMPORTANT
( Important Scale above 3 )
HOW DOES YOUR ORGANIZATION VIEW THE IMPORTANCE OF UX?
55.17% 32.76%
12.07%
1-5 people
6-20 people
> 20 people
32.8% of UX
practitioners perceive
their current companies
haven’t fully
acknowledged the
importance of UX.
15
30
30
30
50
38
24
20
8
0
1 2 3 4 5
team of 5 and under team of more than 5
UX is not recognized UX is very important

25. 20UX Profession Survey 2017 Prepared by Somia Customer Experience
Take Home Pay
Years of experience, position level, education level
still have no strong relation with take home pay
of UX practitioners, just like 2016.
Intern
Part time
Jr level
< 1 year
1 - 3 years
3 - 5 years
5 - 10 yearsMid level
Sr level
No Sr/Jr
Manager
C level
Self
employed
8
16
24
32
TAKE HOME PAY BASED ON POSITION LEVEL TAKE HOME PAY BASED ON YEARS OF EXPERIENCE
below
5 mio
5-10
mio
10-15
mio
15-20
mio
20-30
mio
30-50
mio
8
16
24
32
below
5 mio
5-10
mio
10-15
mio
15-20
mio
20-30
mio
30-50
mio

26. 04.UX IN DAILY LIFE

27. 22UX Profession Survey 2017 Prepared by Somia Customer Experience
Less than half of the practitioners clock
40 hours a week in dedicated UX Activities.
Daily Hours Spent
On average, the time spent for dedicated UX activities is 27.9 hours per
person per week. The rest of the time are mostly used for other duties
such as project management and presentation to stakeholders.
33.72%
16.28% 13.95%
13.95%
12.79%
9.3%
40 hours a week
30-39 hours a week 20-29 hours a week
10-19 hours a week
Less than 10 hours a week
More than 10 hours a week

28. 21UX Profession Survey 2017 Prepared by Somia Customer Experience
Research has become part of daily activities of
many job roles, not exclusively belongs to
User Researcher.
UX Activity
WIREFRAMING
61
PROTOTYPING
62
USER TESTING
54
USER RESEARCH
55
VISUAL DESIGN
39
SKETCHING
43
IDEA
GENERATION
47
PROJECT
MANAGEMENT
19
CODING
8
COPYWRITING
11
PRODUCT
SUPPORT
5
OTHERS
4
Many practitioners believe that research is a critical component for user-centered design.
We’re curious how various job roles crisscross in user research activities.
UX DAILY ACTIVITY

29. User testing always makes
me nervous, whether users
will use the product with
ease or not.
UX Designer

30. 05.STUDENTS

31. Students awaiting to jump into UX industry are
currently obtaining either bachelor or master
degrees, graduating within the next 2 years,
and mostly come from IT and design school.
STUDENTS DEGREE EXPECTED GRADUATION YEAR STUDENTS MAJORS
Students Background
Bachelor Master Diploma 2018 20172019 2020
70.4%
48.1%
33.3%
14.8%
3.7%
22.2%
7.4%
Information Technology
Design
Engineering
Psychology
Economic
Communication
Management
40.7%
22.2%
7.4%
3.7%
3.7%
3.7%
3.7%
26UX Profession Survey 2017 Prepared by Somia Customer Experience

32. Students’ UX Courses
COURSES TAKENSTUDENTS TAKING COURSE RELATED TO UX
Yes
No
UX
60%
40%
Human Computer Interaction
Interaction Design
Design Thinking for Innovation
More than half took course related to UX from
multiple sources such as school & online courses.
27UX Profession Survey 2017 Prepared by Somia Customer Experience

33. 28UX Profession Survey 2017 Prepared by Somia Customer Experience
Students are keen to pursue a career in UX
due to various reasons :
Students Interest
Creating useful solution for
people, improving people's lives
Bridging the gap between
people and technology
A lot of career potential
Understanding human behaviourFascination on how certain design works or
affects certain behavior for certain people
No need to code much

34. 06.HIRING

35. Fresh grads tend to be
clueless and require
handholding for them to
get to work.
Consultant

36. There is still no standardized
remuneration across
companies that hire for
UX roles.
Offering
Many are questioning the reasonable
offering for different seniority levels. The
range varies greatly, especially for more
senior posts.
below 5 mil
Intern
Junior
Mid
Senior
Lead
C Level
5-9 millions 10-14 millions 15-19 millions 20-29 millions 30-49 millions Above 50 mil
31UX Profession Survey 2017 Prepared by Somia Customer Experience

37. 32UX Profession Survey 2017 Prepared by Somia Customer Experience
Professional / portfolio
sites are the most
popular source to scout
for potential hires.
Hiring Channel
Community, online employment, word of
mouth, and company sites follow after. For
those who are looking for new opportuni-
ties, better get your LinkedIn profile and
portfolio up to date!
47.5%
17.5%
10%
7.5%
7.5%
5%
5%
Community
Online Employment Sites
Company Websites
Word of Mouth
School Network / Sites
Social Media
Professional / Portfolio Sites

38. 33UX Profession Survey 2017 Prepared by Somia Customer Experience
Shortage of experienced candidates has been the
most challenging part in hiring for UX roles.
Hiring Challenges
Companies are looking for talents who are experienced, independent and ready to contribute (as
sometimes working pace doesn’t allow them to mentor UX younglings all the time), and also those
with good attitude and close fit to the company culture.
The lack of
experienced
candidates
(16)
No formal
education
(1)
Poor english
fluency
(1)
Hard to convince
management to
hire (1)
Salary
competition with
unicorn startup (1)
Attitude
(lack of grit to learn
more and grow, work
ethic) (4)
Poor fit to
company culture
(2)
Gap between
portfolio & reality
(2)
Lack of
understanding of
UX (3)

39. 07.LOVE, HATE,
& THE FUTURE

40. 35UX Profession Survey 2017 Prepared by Somia Customer Experience
Being challenged intellectually and inspired by
users are the magnet for UX practitioners, even
though there is still lack of support to do their daily
job and grow their talent within the company.
Love & Hate
LOVE CHALLENGES
Interesting challenges
& unexpected insights
Rich understanding
of human
Solving for users &
business
Continuous learning
Holistic understanding of
business, product,
technology, & market
Meeting new people &
collaborating with others
Lack of
organizational
& peer support
Difficulty to convince
its importance?
Lack of time /
appreciation to do
proper process
Finding suitable
talents
Difficult to find
research participants
No formal education
& lack of mentors

41. 36UX Profession Survey 2017 Prepared by Somia Customer Experience
In general, people see
three different paths in
their career progression
from UX :
Future Career Progression
To progress further in UX specialization
such as becoming an expert, leading a
team, mentoring others
Expanding to adjacent areas of CX
and service design.
Using knowledge in UX to develop, own,
and grow products / companies
FUTURE CAREER PROGRESSION
UX Expert / Senior
Be A Mentor / Lead A Team
N
S
EW
Other Areas / CX /
Service Design / Strategist
Product Owner / Chief Product
Officer / Head of Product
Entrepreneur / CEO / Founder
Running Own Company
Embedded With UX

42. 37UX Profession Survey 2017 Prepared by Somia Customer Experience
While there are many who still feel the need to learn
core UX skills, we see progression in the interest
towards organization skills, business, and
advance technology.
Skill Interest
Core Competencies
UX research
UI best practice
Design thinking
Creating UX deliverable
Content strategy
Advance Technology
Artificial intelligence
Internet of things
Virtual reality
Business Impact
KPI & metrics
Convincing stakeholders
Adjacent Skills
Psychology
Social behavior
Habit forming
Idea generation
Organizational Skill
Leadership
Coaching
Managing UX team
Scaling UX team
SKILLS WANTED TO BE LEARNED

43. UX Designer
Empathy game is strong,
research and study about
persona are vital, layouting
and motion graphics
come later.

44. Somia Customer Experiencewww.somiacx.com
@somiacx
Somia Customer Experience
Thank you.
info@somiacx.com
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