24 Hours of UX: The Second 8 Hours

The 24 Hours of UX event ended on the 11th of June 2020 at 1 pm (GMT +8), after 24 hours of uninterrupted live online content. This is a grassroots non-profit initiative bringing together 20 local UX communities to one virtual space. The event brought local UX communities to a global audience with more than 7,000 sign-ups worldwide.

UXTesting.io helped the event organizers, Peter and Jesse, connect with communities from Asia to join this event. As both a UX community contributor and the main sponsor, we were happy to make this event free and accessible for everyone.

This article series recaps some of the key learnings from this event spread out into 3 different articles, covering 8 hours of content at a time. Feel free to catch up on the content covered in the First 8 Hours.

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Hour 9: IDF Malaysia // The Untold UX Stories from Developing Countries

After the first eight UX sessions, the event continued with the Interaction Design Foundation (IDF) Malaysia. IDF Malaysia prepared an interesting session about the “Untold UX stories from Developing Countries”. Three speakers represented IDF Malaysia, Shaza Hakim,  Nur Aina Azmi, and Imran Nordin
going over 3 different topics. 

Shaza Hakim’s keynote topic was about building bridges. As she described “Good design is a lot harder to notice than bad design”. Moreover, during this designing process, Shaza shared two major challenges for designers. 

  1. Firstly, developers don’t usually want to join the design team. To mitigate such this challenge, she shared that a Design Sprint can be used. A Design Sprint is a great way to build bridges when different stakeholders are involved. 

  2. Secondly, building bridges for those who are usually unrepresented (such as people with disabilities/ sensory impairments). The key is to make designs that are open and inclusive. It should be accessible to anyone. 

The second topic was followed by Nur Aina Azmi on how UXers can drive design transformation. Nur Aina also recommended the Design Sprint to attendees to initiate a design project. An insightful tip she shared, use a small project to spark interest, and introduce a design concept.

Thirdly, the topic tackled was about bridging the gap between academics and industry. Firstly, to create a strong foundation in order to bridge the gap, you need to focus on the intentions/ goals for the industry.  Also, creating trust is essential. To create trust, you can use an intermediary, such as a government body, to ensure both sides can trust each other. Another major challenge mentioned is regarding the time perspective. Oftentimes, academia wants to deeper i.e., look at things from different angles, while industry aims to get things done fast and move on. The solution to this is to change the dynamics. This can be done by letting academics come to the industry to work for a while then go back to the academic.

Image 1: Interaction Design Foundation (IDF) Malaysia

Hour 10: Keynote design, prototype, share //  A.J. Wood

The following keynote was presented by A.J. Wood, a Senior Solutions Consultant for Adobe. A.J  actively engages with enterprise and education customers demonstrating the value of Adobe solutions. 

In his keynote, A.J. Wood took the attendees through a demonstration of Adobe XD Software for prototyping. The walk-through was a very helpful guide for anyone interested in learning more about Adobe XD and learning about the tricks and tips on prototyping. Som explanation given to attendees on how to use Adobe XD were:
  • Vertical scrolling of artboards, recording of prototypes, sync Creative cloud libraries across several Creative Cloud applications 
  • Global color: it’ll change all text/ icons in that color across all your artboards 
  • Prototype mode can create interactions, choose interactions (tap, drag, voice) from interactions panel, can change transition style
  • Time transition: after a certain time, it goes to a different panel without interactions 
  • Hover state (no need to set trigger): for desktop, default state: for both desktop and mobile, active state: (after interaction eg tap, needs to set trigger) for both desktop and mobile
Image 2: Keynote A.J. Wood

Hour 11: UX Kitchen // UX for business strategy

UX Kitchen is a UX group located in Nairobi, Kenya. In this session, the topic was about “UX for business strategy” presented by Njiiri Gathigia and Rajay Shah. 

A case study was first presented taking the attendees first through a case study on M Pesa micro-financing platform. This platform is a P2P money transfer platform using a mobile number. During this case study, the attendees learned about 7 factors that influence UX: Useful, Usable, Accessible, Findable, Valuable, Credible, and Desirable. 

The session continued on how to integrate UX and business strategy, with the following key takeaways:
  • Reframe business goals to UX goals from how will we increase retention to how do we improve the feature. 
  • Business models can be designed. However, bad business models obstruct the user experience. 
  • User research is important to unlock new business opportunities. This is about understanding how users use your products and should be done through prototyping and user testing.
Image 3: UX Kitchen

Hour 12: Athens UX Community // Measuring & quantifying UX

The following session was hosted by Athens UX Community from Greece. The main topic discussed was on measuring and quantifying UX. 

Katerina Maniataki shared 6 key learnings on how to measure the User Experience in Digital products.
  1. When doing research, seek for the right balance between qualitative and quantitative data. 
  2. Engage other stakeholders in your design and testing process
  3. Incorporate data throughout your design process, defining your goals, understand the problems/needs, and build up your hypothesis statement
  4. Track UX metrics like task success and the perceived difficulty during user testing sessions.
  5. Use methods to combine and present your results like the overall score which indicates the task performance
  6. The work doesn’t stop by releasing a feature. Define what you want to track using the HEART framework and keep assessing the alignment of the feature with the goal.
Image 4: Athens UX Community

Hour 13: Digital Strategy and UX meetup // Voice User Interfaces

In the next session, Rola El Yaman and Andras Rung were talking about voice user interfaces (VUI), based on learnings from a consumer brand and a banking project. 

Rola is the Senior Consultant for the company Isobar, a global agency that delivers experience-led transformation. In her sessions, she talked about how chatbox and voice assistants are everywhere and the major advances in technology. She further discussed that chatbox and voice assistants are not only technology-driven but also influenced by the changing behavior and expectations of users. However, one important thing to remember when developing chatbox and voice assistants is that the experience needs to be evoked by the speakers. 

Rola further continued with interesting use cases with different examples in which voice user interfaces were used, including KFC use case in China. The main issue in this user case was that many people in China come from regional areas, speaking different dialects. These dialects were not well understood in the bigger cities in China. KFC transformed its business by creating experiences that enabled consumers to order food with “Dumi” voice-controlled by a robot that understands regional Chinese dialects. For this KFC partnered up with Baidu. This was a great example of how voice interfaces can add to the consumer’s experience.

To conclude her keynote, Rola provided 3 insights on how to approach a use case:
  1. Solve a real need
  2. Align with your brand
  3. Drive business results

Andras Rung, CEO and Founder presented the second part of Geneva’s Digital Strategy and meetup session. He talked about how his company Ergomania, created a voice prototype from scratch within weeks. Andras started by discussing the challenges he and his team encountered:
  • Lacked a prebuilt system
  • Didn’t have a concrete idea of where to fit the solution
  • NLP system was a black box
  • Had neither the time nor budget for proper research
  • Had to fake the mobile app

Further, he discussed the approach the team undertook to address the challenges. 
  • Focused on domestic payments
  • Aligned google speech-to-text, web interface, NLP service
  • Dropped speech production

Lastly, Andras shared the most important testing findings during this process:
  • No interaction with the microphone
  • Examples might be very leading
  • Users need help to discover and learn limitations
  • Intuitive contact management is a prerequisite
Image 5: Digital Strategy and UX meetup - Geneva

Hour 14: Void Casablanca // Design Sprints

The next session in 24 Hours of UX, was presented by Void Casablanca from Morocco. In the first 30 mins was presented in French by Oliver Delas. Oliver explained the 5-day process of the Design sprint based on Jake Knapp’s book, the Design Sprint. In summary, the 5-day process entailed
  1. Map
  2. Sketch
  3. Decide
  4. Prototype
  5. Test
After a short recap of explaining the five steps of the Design Sprint, the New York Times bestselling author of the book continued the sessions with Q&A sessions. Jake Knapp answered many questions by attendees. Some of the key learnings Jake shared about the Design Spring are as follows. 

Firstly, the Design Sprint works best if you have already a foundation or idea in mind. Don’t design if you have no clue or any ideas where to start. Secondly, in light of COVID-19, remote sprints are coming up and Jake published a useful guide on this. From the tools, you should use the process from beginning to end. Thirdly, Jake discussed several things that lead to failure during the Design Sprint:
  • Not having a designer
  • Too many people involved in the Design Sprint
  • Running the Design Sprint too early
  • Too much collaboration, during the process there should be space for each individual to think for themselves.

Image 6: Void Casablanca

Hour 15: Keynote – Indi Young & Brian Sullivan ask-me-anything session

Another keynote followed by Indi Young and Brian Sullivan for an ask-me-anything session. Indi Young is a well-known freelance researcher who coaches, writes, and speaks about inclusive software strategy. She is most known for her books, including “Mental Models” and “Practical Empathy”. The second keynote speaker was Brian Sullivan, Director of Design Strategy at Sabre in which he implements a design thinking program throughout the company.

During the ask-me-anything sessions, a variety of topics were discussed brought up by attendees. Many questions were asked in the chat. Several questions were regarding empathy in which Indi shared many of interesting learnings. Indi and Brian discussed the different kinds of empathy and whether empathy is something that can be taught. As Indi explained, “I don’t necessarily use the word empathy when explaining empathy. I always use listening”. 

Many other questions were asked including, “How do the emotions of fear and anger play into the concept of empathy?”, “Is empathy the skill of the future?”, “How to learn empathy to kids” and “How do you work with those that refuse to be empathetic?”.

Image 7: Keynote Indi Young and Brian Sullivan

Hour 16: Más Mujeres UX Argentina // Social inclusion with UX

Moving on to the next sessions hosted by Más Mujeres UX Argentina about social inclusion with UX. This group is organized and led by women and part of a larger community with 6 other local groups coming from Chile, Costa Rica, Mexico, Pery, Uruguay, and Rio de Janeiro.

The session was presented by the founders of Más Mujeres UX Argentina and included Estefania Olmos, Clarisa Bossi, and Andrea Melle. Starting with the reason why they founded this group in Argentia; to empower women in UX, they wanted to make a secure space for women. Fast forward to today, the groups received on average 100 attendees in each meetup which is held once per month.

Many attendees seemed very interested and enthusiastic about attending this meetup. Although it is held in Spanish, they are very open to welcome foreigners and make suitable arrangements to make it work. Other questions were asked by attendees on how they were able to find sponsorships, whether they also collaborate with other female UX groups such as Ladies That UX and whether the groups are also open for men.

The session was finished by a powerful quote they brought up from Peter Drucker “If you can’t measure it, you can’t improve it”.

Image 7: Más Mujeres UX Argentina

After 16 hours of UX from local communities across the world and keynotes from industry experts, attendees received many insights and learnings. This article provided a summary of the second 8 hours of the 24 Hours of UX. Keep following UXTesting.io to stay updated for the next two articles featuring the remaining sessions. At UXTesting.io, we provide remote user insight solutions to enterprises that can help further your UX research. For questions or more information about how UXTesting.io can help your company, please contact us on social@uxtesting.io.


Yang Mei Asscheman
Marketing Manager at UXTesting