User Experience (UX) has become a buzzword in today’s tech scene. It is said to be the future, yet it is on top of the list of jobs that are impossible to explain to your parents. But what UX really is? In this session, I will share some of the most commonly known UX myths and explain why they don’t hold true. I will share case studies from my past experience, the success stories and the failures, and why organizations need to pay attention to it.

1. UXMYTHS
ANDWHYWESHOULDPAYATTENTION
KETUT SULISTYAWATI, PHD
@tyawati
2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION

2. 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
HELLO! I’MSULIS
2
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
I previously worked at
• Dell Experience Design Group, Singapore
• Hewlett-Packard Global Design Studio
• Reading Room, Singapore
Now at Somia Customer Experience, Indonesia

3. 5/2/14 32014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
THEERAOFABUNDANCEANDAUTOMATION
Today we have a lot more choices
And they are faster, better, cheaper than before

4. 5/2/14 42014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
We are moving towards the
Experience Economy
http://goo.gl/H7LyCa

5. 5/2/14 52014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
COMMODITY
Coffee beans
75 cents / pound
$0.01 – $0.02 per cup
Roasted, grinded, packaged,
sold in a grocery store
$0.05 – $0.25 per cup
Brewed and served
$0.5 – $1 per cup
The same coffee
in Starbucks
$2 – $5 per cup
GOODS SERVICES EXPERIENCE

6. http://goo.gl/IWxvA7

7. http://goo.gl/LSCrMn

8. 5/2/14
WHATISUX?
8

9. 5/2/14
UX=UI
9
UX MYTH #1

10. 5/2/14 10
http://goo.gl/H7LyCa
2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION

11. 11
UI is just one aspect
that contributes to the
experience

12. 5/2/14 122014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
www.uxisnotui.com
The various UX roles that a
person can fulfill are plentiful.
Some are whole jobs, some
whole careers, others are
tactical roles we all move in and
out of.

13. 5/2/14
UXISFORDIGITAL
13
UX MYTH #2

20. 5/2/14
UXENDSONCEUSERSLEAVETHEWEB
20
UX MYTH #3

21. EXPERIENCEINTHEWEBSITE
2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION 215/2/14

22. 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION 225/2/14
What happen
before they land
on the website?

23. 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION 235/2/14
What happen
after they leave
the website?

24. 5/2/14
YOUARELIKEYOURUSERS
24
UX MYTH #4

25. 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION
“YOUARENOTTHEUSER
NEITHERISYOURBOSS”
When designing, it’s easy to assume that everybody is
like you.
You know a lot about your services and your website.
But sometimes, knowing too much can backfire.
It is difficult to unlearn what you know.
Stop seeing inside-out, start involving your users and
get fresh outside-in perspectives.
255/2/14
Jessyca Frederick
Director of Product Management, ThisNext

26. 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION 265/2/14
TASK: You saw your friend’s Lenovo phone and now you are considering to buy one for yourself. Please try to buy it.

27. 5/2/14
USERSALWAYSKNOWWHATTHEYWANT
27
UX MYTH #5

28. 5/2/14
Asking people what they want won’t
always reveal the products they do want.
People can make confident but false
predictions about their future behavior,
especially when presented with a new
and unfamiliar design.
www.uxmyths.com
282014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION

29. 5/2/14 292014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION

30. 5/2/14
UXISALLABOUTUSERS
30
UX MYTH #6

31. WECREATEBALANCE
2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION 31
PEOPLE
(desirability)
BUSINESS
(viability)
TECHNOLOGY
(feasibility)
EXPERIENCE
INNOVATION

32. 2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION 325/2/14
http://mashable.com/2013/10/30/ux-myths/
Most people only see vanilla UX, the
tactical, visible / client facing part.
Hardcore UX begins with tactical,
organizational activities.
Big gains start coming when an
organization leverages design-thinking
and a user experience mindset in their
culture.

33. 5/2/14
UXISONEMAN’SRESPONSIBILITY
33
UX MYTH #7

34. 5/2/14
UXISEVERYONE’SRESPONSIBILITY
34
A customer’s experience is affected by the whole story:
brand, campaigns, websites, store design, packaging, product design,
interaction design, customer support, user community, disposal / replacement.
It’s absurd to think that one person can design all of this.
Good UX design requires everyone in the team to understand the users, and do their part
of the job to deliver experiences to the users in an orchestrated manner.
2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION

35. 5/2/14
UXISASTEPINTHEPROCESS
35
UX MYTH #8

36. 5/2/14
HOWDOESUXFITINTHEDEVELOPMENTPROCESS?
36
Research Define Design Develop
Many think that user experience design is confined to sketching the interfaces.
However, UX design is a much broader process that - ideally - starts at the strategy level and affects
the whole lifecycle of a project or a business.
2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION

37. 5/2/14
HOWDOESUXFITINTHEDEVELOPMENTPROCESS?
37
• Business goals
• User needs
• Technical capabilities
• Competitors
• Personas
• Scenarios
• User journey
• Requirements
• Concepts
• Information Architecture
• Sketches & wireframes
• Content strategy
• Review prototype
• Test with users
• Iterate
Research Define Design Develop
2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION

38. 5/2/14 38
Research Define Design Develop
Stakeholder research to understand
business goals and internal capabilities
User research
Competitor analysis
2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION

39. 5/2/14 39
Create personas and scenarios
Derive requirements
Analyze workflows & define user journey
Develop concepts
Research Define Design Develop
2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION

40. 5/2/14 40
Structure the Information Architecture
Sketch the user interface
Define the content strategy
Provide input to visual design
Research Define Design Develop
2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION

41. 5/2/14 41
Develop low fidelity / high fidelity prototype
Review prototype
Conduct usability testing
Iterate design & finalize design details
Research Define Design Develop
2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION

42. 5/2/14
THISAPPLIESTOALMOSTANYTYPEOFUXWORK,
WITHAVARYINGDEGREEOFINTENSITY
422014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION

43. 5/2/14
TAKEAWAYS
43

44. DEBUNKTHEUXMYTHS
2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION 445/2/14
1. Move beyond UI, think holistic User Experience
2. Consider all touch points, not just the digital
3. Think holistic and connected experience journey
4. Involve users in your process
5. Derive insights, don’t just take what users say they want
6. Balance user needs, business, and technology
7. Involve stakeholders who directly / indirectly influence the experience
8. Embed UX thinking throughout the development process

45. 5/2/14
UXCOMMUNITY
45
ONE LAST THING

46. 5/2/14
UXCOMMUNITYININDONESIA 46
UX Indonesia

47. 5/2/14
UXID2014CONFERENCE–WWW.UXINDONESIA.ORG
47

48. THANKYOU
KETUT SULISTYAWATI, PHD
www.somiaconsulting.com
@tyawati
2014 SOMIA CUSTOMER EXPERIENCE. CONFIDENTIAL INFORMATION 48