Recap Savvy UX Summit 2020 - Highlight Day 3 & 4

Savvy UX Summit, the leading insight and experience summit organized by UXTesting.io, has officially concluded on December 10th, 2020. The event spanning four days, provided insightful keynote sessions, panel discussions and network sessions. The event brought together over 1,000 attendees from over 70 different countries in one virtual space. Together with our 40+ community partners, the event was global and diverse.

This is the second part of the two-part article series on the key takeaways from the Savvy UX Summit 2020. To read the first part of this article series, click here.

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[Keynote Day 3] How to Apply a UX Connected Strategy to Drive Growth within Your Organization

Pazit Kagel, the Principle Experience Designer at Intuit, started the third day of Savvy UX Summit with her keynote session, “How to Apply a UX Connected Strategy to Drive Growth within Your Organization”. She explained how Intuit leveraged a connected strategy framework to utilize data science and AI to connect with their customers and provide them with more relevant and meaningful recommendations that will help them reach their goals as well as help drive desirable business outcomes.

Keynote by Pazit Kagel, the Principle Experience Designer at Intuit


Main takeaways from her session include the “connection loop” which comprises 4 steps:
  1. Recognize
  2. Request; how does the customer request information
  3. Respond 
  4. Repeat

She illustrated how the “connection loop” is being applied using a case study about Coursera and walked the attendees through some of the common user interactions used in the UX field such as the curated offering interaction, coach behavior interaction and automatic execution interaction.




[Keynote Day 3] Leading User-Centred Design in Government

After an insightful sharing by Pazit, the attendees welcomed the next speaker, Trisha Doyle, Head of Product at the United Kingdom Government Digital Service. Trisha shared more about the role of UX and design in the UK’s Government Digital Service (GDS). The UK’s GDS was launched in 2011 to implement a ‘digital by default’ approach to service delivery. User-centered design (including user research, design and content design) has been a cornerstone of the UK government’s digital strategy and most recently played a huge role in the government’s response to coronavirus.

Keynote by Trisha Doyle, Head of Product at the United Kingdom Government Digital Service


She highlighted the importance of understanding the objectives of using different technologies in the government body to ensure the right technology is being used, instead of the newest shiniest ones. A more efficient cross-governmental approach can also be used by leveraging central expertise and increasing transparency.

The GDS also created the Digital Service Design Principles in 2012, to provide a consistent design and brand clarity for developing sites. All content on GOV.UK needs to meet certain accessibility, style and service standards before it is made public.




[Keynote Day 3] PaaS (Partnership as a Service) in the Covid-19 era

The next keynote session was conducted by Kevin Lee, Chief Product Officer of eBay Korea.  The Covid-19 pandemic has compelled all retailers to adopt or accelerate digital transformation in one way or another. During this period, eBay Korea, South Korea’s leading e-commerce leader, has successfully expanded Smile Club into the nation’s largest e-commerce loyalty service. During the session, Kevin introduces eBay Korea’s customer experience strategy to increase customer value and engagement by helping its partnering retailers reach deeply engaged Smile Club users.

Keynote by Kevin Lee, Chief Product Officer of eBay Korea


During the keynote session, Kevin elaborated on how eBay conducts research about their customer experience journey. Instead of using the traditional method of picking a persona and trying to understand their lifestyles, eBay used a framework that covers the macro-level activities and micro-level activities in the daily lives of users. Macro-level activities include getting to work, having me-time and having dinner which are e-commerce touchpoints. Micro-level activities include smaller daily activities such as reading a book, grocery shopping and taking a walk.




[Panel Discussion Day 3] Panel Discussion 3 - Trend of UX for E-Commerce Industry

The third and final panel discussion of Savvy UX Summit is “Trend of UX for E-Commerce Industry”. The moderator of the session was Aldrich Huang (UXTesting.io), and the panelists were Kevin Lee (eBay Korea), Sean Chiu (Current NUS professor, ex Alibaba) and Sonya Seddarasan (Tokopedia).

Panel discussion by Kevin Lee (eBay Korea), Sean Chiu (Current Senior Lecturer, Ex-Executive vice president and Head of UX Design in Lazada group, the former Design Director of Alibaba) and Sonya Seddarasan (Tokopedia).


During the panel discussion, the panelists shared many insights about the role of UX in e-commerce, how to measure customer satisfaction and many more. The attendees also had plenty of opportunities to ask questions, creating an interactive atmosphere.
Regarding the role of UX in the e-commerce industry, Sonya and Kevin both approached this question with the perspective of understanding the needs of users and buyers in the purchasing process, thinking about how customer’s needs are being taken care of, leading to the fulfillment of business needs. Sean shared that during his time working in Alibaba, their main focus was to create an ecosystem comprising the marketplace, logistics, brand partnerships and fintech. Therefore, there is a need for the UX process to stretch beyond the consumers and extend to the other stakeholders in the ecosystem.




[Keynote Day 3] Digital Social Innovation: #TaiwanCanHelp

The last keynote session of the day was conducted by Taiwan Digital Minister, Audrey Tang. During the session, she shared more about how Taiwan countered the coronavirus using the power of digital social innovation which is the cornerstone of Taiwan’s collective intelligence response system.

Keynote by Audrey Tang, Taiwan Digital Minister


Audrey shared about the three main pillars of Taiwan’s social innovation, namely:
  1. Fast; Taiwan made use of collective intelligence and humor to spread the news regarding the pandemic
  2. Fair; mask rationing was done via a mask map which allowed people to preorder masks to purchase and collect them at their nearby convenience stores
  3. Fun; humor over rumor. The public service used memes and humorous posters to address public concerns about the pandemic 

Some of the more popular applications of humor over rumor include the government using Shiba Inu memes to encourage citizens to wear a mask or to practice social distancing by keeping a distance of 3 Shiba Inu away from each other.

Although day 3 of the conference ended later than usual, the energy among the attendees was still high and there were many questions directed to Audrey.




[Keynote Day 4] Jobs to be Done for Designers

Rakesh Patwari, Director Of Product Design at Salesforce opened the floor for the final day of Savvy UX Summit 2020 with his keynote session, Jobs to be Done (JTBD) for Designers. The talk shed light on Jobs to be done as a framework for designers, what it means and why do we need to embrace this framework and how it will help in gaining alignment, building stronger partnerships with business and gain deeper insights into the problem space and how all of this will help build great products.

Keynote by Rakesh Patwari, Director Of Product Design at Salesforce


JTBD is a solution-first method model where designers focus on the fundamental thing the users need to achieve. An example given by Rakesh is that people use alarm clocks because they need to wake up on time. In this case, the JTBD is waking up early and the use of an alarm clock is merely a solution we hire to get the job done. 

At the end of the session, Rakesh gave the attendees three key tips for them to start using JTBD in their design process: 
  1. Identify job performers and compare them with your persona
  2. Create job statements and see if you can uncover new needs you were not thinking of
  3. Look at the main job using the emotional jobs and social job lens



[Keynote Day 4] Rethinking UX in a Radically Changed Market

The next session was conducted by Tony Kim, CEO and Co-founder of ProtoPie. His keynote session highlighted the impact of Covid-19 on the UX industry and how user’s purchasing behavior has been altered. In order to stand out from the crowd in a radically changed market, doing extensive user research and validating ideas via prototyping are crucial.

Keynote by Tony Kim, CEO and Co-founder of ProtoPie


During his session, Tony shared in order to continually meet the needs of users, two new UX process that has been effective for many design teams include: 
  1. Design thinking 
  2. Design Sprint 
Prototyping is the driver of both new UX processes as it is essential for getting feedback from users. Tony further highlighted that the prototyping led design process is an iterative process, similar to the lean startup model where the product is constantly being improved. Therefore, prototyping should be used repeatedly throughout the process and not just at the end of it when you need to present the design to the upper management.




[Keynote Day 4] Brain Science - UXer and Stakeholders

The last session of Savvy UX Summit 2020 was conducted by Aldrich Huang, CEO and Co-Founder of UXTesting.io and the main organizer of this summit. During his keynote session, Aldrich shared about the difference between the key objectives of a UX practitioner and the main decision-maker in the company, how to bridge that gap, and how to make use of psychological concepts to persuade the main decision-maker of the company to invest in UX.

Keynote by Aldrich Huang, CEO and Co-Founder of UXTesting.io and the main organizer of Savvy UX Summit


At the beginning of the sharing, Aldrich contrasted the different objectives of UX practitioners and the company’s management team. UX practitioners tend to focus on conducting research and designing a product that is user friendly. On the other hand, the company’s management team is focused on acquiring more customers, reducing the cost, and increasing revenue. In order to persuade the management to invest in UX, there is a need for the practitioners to understand their needs and communicate the benefits of UX in a language that can be easily understood. 

At the end of his session, Aldrich left the attendees with 3 key strategies to persuade the key decision-maker to invest in UX:
  1. Awareness: Mention that the UX industry is fast growing and use successful case studies by large companies to substantiate your point
  2. Remember: repeatedly mention UX concepts in conversations using easy-to-understand language
  3. Behavior: Analyze your organization's resource allocation and work with the relevant departments to get your UX budget


After 4 days of insight-filled conversations and discussions, the conference had come to an end. The attendees continued the conversation through the networking platform, Wonder.me and promised to keep in contact with each other via the Slack group.

UXTesting.io would like to thank our Platinum sponsors ProtoPie and Optimal Workshop, Gold sponsor Balsamiq and Silver sponsors eBay, Overflow and epam for making this conference possible. We would also like to thank our media partner Techsauce and fol:in as well as our 49 community partners for supporting this summit.

The UXTesting team would also like to thank all the attendees for making this conference a success and would like everyone to stay tune for an even bigger and better Savvy UX Summit 2021!

This article summarized the highlights of Day 3 & 4 of Savvy UX Summit 2020. Click here to read the first part in which we summarized the highlights of Day 1 & 2 of the summit.





Authors

UXTesting
Official
Shi Ning Peh
Marketing at UXTesting