reducing friction for a smoother user journey
TRANSCRIPT
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A UX Design Presentation
Reducing Friction for a Smoother User Journey
Sigit Adinugroho for Google Hack Fair 2015
Jakarta, Indonesia
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A. K. A.
How good UX saves lives
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A little bit about me
2003-2007 Studied design
2007-2012 Started my career in UX design
2012-2014 Left comfort zone and joined multiple startups
2014 Tried corporate once again, but failed
2015 Trying to enjoy life more and share more
2011-2013 Went back to design school
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Decision Fatigue
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Bad UX Killed Jenny
Picture source: https://www.flickr.com/photos/genista/
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The UX Pyramid
Optimise the job & delight the users
FUNCTION
DELIGHT
Gets the job done & advocates the user
Save lives
Business, Technology,
Customer Experience, Product Market Fit
and all that
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Why product design fails
Technology PeopleBusiness
Because, these come first… …then this.(either one)
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TechnologyBusinessPeople
It should be this
People
Start with this …and continue building with all 3 in mind
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Where is design?
TechnologyBusinessPeople
Design drives all the three
Reduce politics!
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Designing the “Middle”
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Assumptions
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Product Myths
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#1 My product will be the next big thing
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#2 People will know how to use my product.
I’ve designed it for them.
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#3 This world needs my product
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#4 Technology can solve everything.
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SOLUTIONS
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#1 Think Ergonomics
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Source: http://www.lukew.com/ff/entry.asp?1944
Physical ergonomics
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Source: https://medium.com/@mibosc/mobile-ui-ergonomics-how-hard-is-it-really-to-tap-different-areas-of-your-phone-interface-bb043d409af8#.tjpc3ug4m
Physical ergonomics
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Physical ergonomics
Desktop, focus on eyeview Tablet, focus on hands Phone, focus on thumbs
Changi Airport
We want the app to be a recommendation
engine with a minimal input. By signing in or
scanning your boarding pass, we’d like to generate a recommendation of things to
enjoy at the airport. Changi is dubbed the world’s best for transit with its wide array of
dining, shopping and family-friendly activities.
Depending on the time range of transit, time
of day and location, travelers can receive various recommendations to eat, shop,
exercise, rest or just have fun. Watch movies,
visit one of the indoor parks, dine, shop for chocolates.
Changi Airport
We want the app to be a recommendation engine with a minimal input. By signing in or scanning your boarding pass, we’d like to generate a recommendation of things to enjoy at the airport. Changi is dubbed the world’s best for transit with its wide array of dining, shopping and family-friendly activities.
Changi Airport
We want the app to
be a recommendation engine with a minimal
input. By signing in or scanning your
boarding pass, we’d
like to generate a recommendation of
things to enjoy at the airport. Changi is
dubbed the world’s
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Visual ergonomics
How many passengers?Adults
Child
Infant
- +
- +
- +1
0
23
Adults
Please select
Child
Please select
Infant
Please select
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Visual ergonomics
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SELECT A COUNTRY — Afghanistan Albania Algeria Andorra Angola Antigua and Barbuda Argentina Armenia Aruba Australia Austria Azerbaijan Bahamas, The Bahrain Bangladesh Barbados Belarus
Use Less Dropdowns
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Use less radio buttons
Orange
Carrot
Melon
Banana
Apple
Grape
Orange
Carrot
Melon
Banana
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#2 Don’t close the door before you open it
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Please login
with Facebook
with Google
with your email
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This content will be served in 3, 2, 1…
SKIP THIS AD
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#3 30-Second Rule
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#4 Obvious always wins.
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#5 Consolidate
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Source: https://www.goodui.org
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Credit Card Type
Credit Card Number
Month Year
Name in Card
CCV
Expiration
Pay
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Credit or Debit Card
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#6 Lower Learning Curves
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Source: http://www.whattravelwriterssay.com/image/toiletfactskeenan9d.jpg
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Source: http://www.sketchappsources.com/free-source/32-free-icon-set.html
Keep icons safe-to-recognise
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Source: http://www.sketchappsources.com/free-source/32-free-icon-set.html
See deals
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Source: https://www.usertesting.com/blog/2015/08/04/user-friendly-ui-icons
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Source: http://emby.media/community/uploads/inline/3/5554d6c180603_guidefilter1.png
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No one raindrop believes they are to blame for the flood.
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#7 Real-time feedback
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*****************You entered wrong password
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#8 Build a visual language
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Next Done
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Next
Next
Next
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Conclusion: Do your research
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So to sum up.
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Frictions happen because products are designed for businesses & technology, not for people.
The cost is the product itself.
Design is here to help. Hire designers.
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#1 Think ergonomics #2 Don’t close the door #3 30-Second Rule #4 Obvious always wins #5 Consolidate #6 Lower learning curves #7 Real-time feedback #8 Build a visual language
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Thank you!
TWITTER @hellosigit
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