Unforgettable Memory at World Usability Congress 2018
It was a great honor to represent UXTesting Inc. joining the World Usability Congress 2018 in Graz, Austria about a week ago. This year, a 2-day event that took place from 16th October to 18th October brought 500+ attendees with 35+ global speakers from different business backgrounds to the lovely city of Messe Congress Graz, Austria to engage with conference attendees in multi-disciplinary workshops and share their real-world UX challenges they have come across in their respective fields.
Starting from opening keynote “If Anything Is Constant That Is Change”: how to scale the impact of design” by Kevin Lee, Head of Design at VISA. The most impressive quote from Kevin’s speech that took over my mind is “Tools are means not ends”. Our team is starting from building up the recording tool, the remote testing platform to the AI-backed user behaviors analysis service. We know for a fact that the tools are telling us HOW but we still have to understand the WHY from users. That’s the reason why getting deeper user insights, fresh perspective on UX design, and a firm grasp on technology is critically important for knowing answers to 5Ws (When, Why, Where, Who And How), inspired by a creative wisdom to achieve the mission.
When Kevin mentioned that building a culture of scaling design impact, he talked about 5 steps to do that starts from building your persona and culture of making impacts and consistently working on perfecting details, creating experience models, investing design systems and emotional engagement experience. It’s pretty insightful when you are aware of the significance of Design, least to mention, experience and how to build up your own cultures with the teams you already have with you.
After Kevin’s, the session was followed by several topics on day 1, including Software Development, Masterclasses, Automotive & Aviation, UX Management and Design Experience.
Day 2 highlighted the importance of VR&AR, Masterclass, E-commerce, UX Strategy, UX & Industrial Safety in details and things were discussed across various verticals, which was an open-for-all session, inviting everybody to join.
Fortunately, I was proud to be a speaker to speak at the conference and talked about E-commerce vertical in the session “Cross-continent business through UX data-driven design”.
It included how we use objective data to measure UX and understand the users. Before my session on day 1, there was a networking dinner at Schlossberg. Thanks to everyone who spent time with me and help me understand that many companies still have a gap between business level and UX. That was the motivation that led me to change my content a little bit and shared my experience ‘how to use NUMBERS to collaborate with the different department when they don’t really understand the meanings of UX.’
Many people from phycology, sociology or design backgrounds prefer to join the UX industry. For us, starting out in UX from tech background was a little bit different. Within these years, we deeply understand the value of understanding the importance of different cultures via data and team belonging to a diverse range of backgrounds. UXTesting is a diverse company with 8 nationalities around the world including the US, EU, and Asia. Our vision is to combine with 3 keys “Tech”, “Data” and “Cultures” to success.
About the background of the e-commerce industry, which countries have captured the biggest market in the world? First one is China, its 672 billion markets and it’s almost 2 times bigger than the United States. Then England, Japan, Germany, and France. Within the top 10 e-commerce markets, most of the countries are developed countries, but I personally want to point out the other fast-growing region is South East Asia.
We know the report issued by Google in 2015, the number of users doing Google search on a mobile app interface is exceeding the desktop users. But the mobile may not dominate the market. In 2016, 46% of users from APAC regions had purchased via mobile device compared to 28% of users from North America. In 2017 Q3, Desktops PC is still the majority of global e-retail orders. In further, a smartphone is the number one device in terms of retail website visits. That gives an interesting insight of users’ behaviors, why users are used to searching something by mobile, but make an order by PCs? This is an interesting topic we can dig deeper especially for cross-border e-commerce Company. (Source: https://www.statista.com/topics/871/online-shopping/)
So, what are the keys global users care about when they ordered on the global e-commerce website?
Perhaps, it is language and currency or conversion rates right?
The report shows users are more likely to purchase the product and surf the website which in their native language. Even above half of the users are rarely or never buy from English-only sites.
After considering the products and services or getting into buying, the currency is an important issue for global users when they decide to purchase. Above 90% users prefer to shop at the sites, which show their local currency. However, still there are sites that show local rates but still charge other international currency. For example, the website shows Euros to EU users, but still charge USD).
We divided the online users their experience into 3 steps which are Consider, Purchase and Enjoy. From language to currency the insight we get, it easier to get highly satisfied online customers.
The second part we talked was about the gap between business and UX. I was so happy to hear from audiences they get inspired by me and experience I had in my field. Perhaps because I have been using objective data especially numbers/figures/stats to communicate with the business decision maker. User experience is definitely the key to success in today’s era especially when we talk about Marketing 4.0. Any good company must have high-end products, solutions, services and, experiences to make an impact in today’s highly concentrated market. But what is the real meaning of UX for non-UX background people to know? It’s trying to understand the people who you talk to.
We always mention the UXers have to interview your users, understand their emotion, and observe their behaviors. The interesting thing for me is that someone interview or observe the business department or even your boss? What I get the insight from C-level or management level people who did our survey is many people have heard UX but didn’t know the meaning and they don’t know the value and significance of UX at all. Some of them want to invest in UX, but they also don’t know how to start and do. So, what’s the efficient way to communicate with them? It’s the numbers. That’s what I always do to show the results from the report, 58% of users are willing to introduce your product to their friends and we all understand the most effective marketing is the mouth of machine or “Word of Mouth Marketing” to be precise. On the other hand, 89% of users if they get bad experience from your service, they will switch to your competitors. This is easy to know why we have to care about user’s emotion and make sure they experience and interact with us happily.
For e-commerce, there is no doubt that it is rapidly changing and challenging the industry. How you plan and design the UX research with the highly speedy market? I’ve shortened to the 6 steps for cross-border Company to follow, which includes Define, Ask, Pre-experience, Testing, Decision, and Post-experience. Defining the UX issue, asking to understand users, preparing for the prototype, deciding the persona, testing, making the decision to redesign, and tracking the performance by the quantitative data and redefining the UX issue are not the one-way process, it’s a circle to rethink and keep executing.
World Usability Congress is not only knowledge absorbing event, but it’s also about getting to know so many Europeans and make friends. I was so happy to connect and get insights from them. I also received many positive feedbacks from the friends who joined my session. Many people had my acquaintance and asked me, “How did you find the different prospect to describe UX to non-UX background people?” “The best explanation of UX is not talking about UX” I said.
Special thanks to Kevin Lee, Russ Wilson, Yannick Forster, Ranjeet Tayi, Julie Kennedy, Bill Albert, Julie Kennedy, James Powderly, Christophe Mallet, Peter Gregersen, Vivian Gomes, Jurgen Blematl, and other speakers who joined this big event. Lastly, thanks to Youspi team and Johannes Robier for the invitation and you guys did a great job! See you next year!
Some visual memories include: