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Client
Objective Experience Singapore
Role
  • User Experience Lead
About Objective Experience
Objective Experience focuses on customer experience strategy, research, design, and usability testing, specialising in research and eye-tracking technologies as an agency.

Overview

Took three different projects with Objective Experience Agency:

  • Electrolux
  • NTUC (Singapore National Trades Union Congress)
  • Proposal creation and pitching for potential projects. Other clients which I prepared the research strategy, timelines and pricing for each potential project:

    • Facebook (In Game Advertising)
    • KFC (Mobile App)
    • Sentosa (Mobile App)
    • Triumph Lingerie (Marketing)

     

Client
Electrolux
Role
  • User Experience Lead
About Electrolux
Multinational home appliance manufacturer, headquartered in Stockholm

Challenge

The challenge was to conduct comprehensive usability testing for Electrolux’s Washer/Dryer products across multiple regions, including Singapore, Vietnam, and Australia.

Approach to the Problem

1. Briefing

The project began with briefing meetings with Product Owners (POs) to discuss the key problems and questions that would guide the research process.

2. Recruitment

The usability testing for Electrolux's Washer/Dryer products was conducted across multiple regions, with in-person sessions in Singapore and Vietnam and remote sessions for Australia. The testing process began with careful participant recruitment, using background questions and an algorithm to ensure a representative sample.

3. Usability Tests

The testing sessions were meticulously structured to capture a comprehensive understanding of user interactions with the product. The process started with a first impressions test, where participants were presented with a real-size poster of the washer/dryer. This was followed by a physical prototype test of the control panel, allowing users to interact with the product's interface.

4. End-to-end Journey

Next, the app's functionality was thoroughly tested, including the onboarding journey, wash and dry configurations, remote control features, and monitoring and end journey processes. Participants interacted with the app on both iPhone and Android devices, simulating real-world usage scenarios.

5. Eye Tracking Technologies

Throughout the testing, Tobii Eye-Tracker Glasses were employed to gather detailed data on where users focused their attention during interactions. A touchscreen with a Washer/Dryer panel was used to simulate the product, providing a realistic testing environment.

6. Survey

The testing concluded with satisfaction surveys to gather participants' feedback on their overall experience.

7. Reporting

After the testing sessions, a comprehensive report was compiled. This included an executive summary, tabulation of findings and observations, and a calculation of task effectiveness and efficiency. Problems were prioritized based on their impact, persistence, and frequency, categorized as High, Medium, or Low. The report also included an analysis and visualization of survey results and first impressions tests, providing clear insights into the user experience and areas for improvement.

Outcomes

Successfully conducted usability testing across different cultural contexts by running in-person sessions in Singapore and Vietnam with a simultaneous translator, and organizing remote sessions for Australia. This approach provided valuable insights into regional differences in user behavior and preferences, informing more globally adaptable design improvements.
  • Enhanced User Insights: The usability testing provided detailed insights into user interactions with the Electrolux Washer/Dryer, highlighting key areas where users experienced confusion or difficulty, particularly with the control panel and app functionality.
  • Prioritized Design Improvements: Based on the findings, problems were prioritized by impact, with clear recommendations for addressing high-priority issues, leading to actionable steps for improving the product’s user experience.
  • Comprehensive Data-Driven Report: The final report offered a thorough analysis of user behavior, effectiveness, and efficiency, supported by visual data from Tobii Eye-Tracker Glasses and satisfaction surveys, giving Electrolux a clear roadmap for product enhancements.
Contact for detailed portfolio
Client
NTUC National Trades Union Congress
Role
  • User Experience Lead
About NTUC
The largest supermarket chain in Singapore and a co-operative of the National Trades Union Congress.

Challange

The challenge was to create a compelling proposal and pitch for the redesign of the National Trades Union Congress (NTUC) website in Singapore. The goal was to present a user-centric approach that addressed the needs of end-users while highlighting the key issues with the current website.

Approach to the Problem

1. Briefing

The project began with briefing meetings

2. Identification of End-users

The proposal and pitch for NTUC's website redesign began with a thorough identification of end-users and their specific needs, ensuring a user-centric approach was at the core of the project.

3. Proposed User Journeys

Later, developed ideal user journeys to illustrate how the redesigned site would better serve its audience.

4. Analysis of the Current Experience

A quick analysis of the current website highlighted key problems, which informed my approach to the brief. Proposed cross-channel research methods that were tailored to the project's needs, and provided a detailed explanation of each method to demonstrate their effectiveness.

5. Offering Agenda and Strategy

The proposal also included a comprehensive agenda and strategy, outlining how the research would be conducted. This was complemented by a clear timeline and pricing structure, ensuring that the project was feasible within the client's budget and timeframe.

Outcomes

  • User-Centric Proposal: Developed a proposal that clearly identified end-user needs and presented a user-centric approach, which was well-received by the client.
  • Strategic Roadmap: Outlined a comprehensive strategy with ideal user journeys, cross-channel research methods, and a clear execution plan, demonstrating a thorough understanding of the project’s requirements.
  • Client Alignment: Successfully communicated the proposed research methods, timeline, and pricing, leading to a well-structured and compelling pitch that aligned with NTUC’s goals and budget.

Contact for detailed portfolio

+44(0) 7492222636

ipek.delia@gmail.com