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Kopi Chat Takeaways
UX Design Strategy for Mobile
Applications
With Dr Eunice Sari and Josh Adi Tedjasaputra
30th August 2017

Dr. Eunice Sari, CEO of
UX Indonesia

Mobile is Key in Indonesia
“In Indonesia, products are mobile first. Meaning
that in making software, the experience must be
comfortable for mobile users. Even for web
developers.”
Dr Eunice Sari
Chief Executive Officer
UX Indonesia

“70% of people in Indonesia book their travels
through their mobile devices.”
“People browse products on mobile, then buy on
both PC and smartphones.”
Dr Eunice Sari
UX Indonesia

“Marginalized populations have started adopting
mobile. 150,000 farmers already use
applications.”
“You have to take all these things in
consideration for UX Design, not just blindly
follow trends.”
Dr Eunice Sari
UX Indonesia

“You have to decide clearly when you make
apps, why am I doing this?”
“For example, I want to address the needs of a
specific user base.”
Dr Eunice Sari
UX Indonesia

“Graphic design, visual design, technology,
development is strong in Indonesia. However, we
forget to plan before we jump into action.”
Dr Eunice Sari
UX Indonesia

“UI is not UX.”
“Miscommunication occurs a lot between clients
and providers. Projects are sometimes built
without a lot of planning.”
Dr Eunice Sari
UX Indonesia

“Does your product really address the needs of
the customers?”
“The UX process goes from step 1 to 10, UI
occurs between steps 8 and 10.”
Dr Eunice Sari
UX Indonesia

“Indonesian users trust referrals more than app
rankings.”
“Indonesians are information seekers, not
searchers; they have an idea what they are
looking for.”
Dr Eunice Sari
UX Indonesia

“25% of app users uninstall apps shortly after
installing them.”
Dr Eunice Sari
UX Indonesia

Planning
“Apps must have ‘call-to-action’ buttons within the
click zones reachable with one hand.”
“Mobile users on the go will not use both hands
to navigate the apps.”
Dr Eunice Sari
UX Indonesia

Planning
“You have to balance the needs of your company
and of your users.”
“User research guarantees a difference in results
when compared to no research at all.”
Dr Eunice Sari
UX Indonesia

Prototyping
“You have to test, test, and test in every level.”
“The keywords in UX are test and users.”
Dr Eunice Sari
UX Indonesia

Pre Release
“See if the ideas are received well, which ones in
particular are popular.”
“If there are problems, go back to prototyping or
even back to the idea stage.”
Dr Eunice Sari
UX Indonesia

Release
“You can succeed in every step of the way, but if
you fail at release, the product fails.”
“It’s too late to consult with your users at release,
do it every step of the way.”
Dr Eunice Sari
UX Indonesia

Post-Release
“Keep monitoring usage, make sure that the
product is something that answers the needs of
your users.”
Dr Eunice Sari
UX Indonesia

Design Thinking
“You don’t need to be a designer to do design
thinking.”
“This means awareness of the users.”
Dr Eunice Sari
UX Indonesia

Design Sprint
“Acceleration of the whole process into 3 - 5
days.”
“We enter it with data analytics and an open
mind.”
Dr Eunice Sari
UX Indonesia

Design Sprint
“Second day is a consolidation of key
stakeholders focused on developing the
concept.”
“Third day is decision day, it’s a combined effort
from every member.”
Dr Eunice Sari
UX Indonesia

Design Sprint
“Fourth day is creating the prototype in 8 hours.”
“Final day is the day of testing.”
“Long deadlines cause work to be delayed,
people tend to work harder when deadlines are
approaching.”
Dr Eunice Sari
UX Indonesia

Personas
“When we don’t have time to do user research,
we choose a person to be representative of the
user group.”
“There are 6 types of people who use
smartphones.”
Dr Eunice Sari
UX Indonesia

6 Personas
- The star
- The playful one
- The talker
- The data fiend
- The gamer
- The main user
Dr Eunice Sari
UX Indonesia

6 Personas
“What are they going through, what do they do
everyday, which forums do they visit, what
situations are they in.”
“These questions help you create a holistic view
of your users.”
Dr Eunice Sari
UX Indonesia

Scenario Creation
“Where do they use the product, how do they use
it, when do they use it.”
“We need to be able to envision when they use
our product.”
Dr Eunice Sari
UX Indonesia

Scenario Creation
“Key stakeholders often have differences in
envisioning these scenarios. It is important for
everyone to have the same vision of their users.”
Dr Eunice Sari
UX Indonesia

Scenario Creation
“Think for yourself how many traits are created
from your own biases, it is important to research
and confirm these traits.”
Dr Eunice Sari
UX Indonesia

Scenario Creation
“The results for peer writing such as this will be
different from designers, developers,
businessmen and programmers.”
“This gap of perception can be bridged by this
exercise when done together.”
Josh Adi Tedjasaputra
Director
UX Indonesia

Kopi Chat UX Design Takeaways
@Block71 Jakarta
A special thanks to everyone who attended
Kopi Chat @BLOCK Jakarta and made the
event possible!
30th August 2017

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Kopi Chat Takeaways UX Design for Mobile Applications 30/08

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Kopi Chat Takeaways UX Design for Mobile Applications 30/08