Ukasyah Qodratillah Ananda Putra
Partner & Lead Design Consultant, Somia CX | Indonesia
Uka is a partner in Somia and oversees projects that are happening across types and industries: from tactical improvement for clients in the Telco industry to creating new product offerings in the Financial sector. Uka is drawn into the user experience field due to his long interest in how the human mind works. Some of his highlighted projects for the last years include financial inclusion initiatives for The Gates Foundations, tactical feature exploration for Spotify, and visitor experience guideline for Museum Nasional of Indonesia.
Beyond Metrics: Considering Unintended Consequences of UX to Build A More Sustainable Product.
As UX practitioners, the business metric is a crucial aspect of our work. We research and design products to ensure they surpass or meet the business goal. At the same time we must ensure we don’t lose focus on the people we are designing for. Those people have aspects to their lives beyond our business metrics. Our work as UX practitioners might make our users behave closer to the business metric, but potentially this could be detrimental to other parts of their lives.
The authors will explore how considering these broader aspects of people’s lives, and the potential of unintended consequences from design and business metrics, it could lead to better products which could be more sustainable in the long term.
We’ll use a case study in financial services for Indonesian youth to illustrate the topic. We’ll also share insights on the growing role of UX practitioners to navigate this process better.
This is a collaboration work between Ukasyah Qodratillah Ananda Putra of Somia Customer Experience and Agnes Salyanty of Women’s World Banking.
Talk: