UX UI or User Experience and User Interface team is our newly developed team at Ngern Tid Lor. It was formed only two years ago but plays a crucial role in driving the company towards a digital company.
Let’s get to know our UX UI team, how they work and what exactly do they do.
Why do we need a UX UI team?
Of course, even back when the UX UI team had not been formed, Ngern Tid Lor was already developing innovations to benefit our customers and employees. We invested a lot of time and money but not all investments really paid off. This is why the UX UI team is important. The team assists in various projects by working with data collected from surveys, inquiries, and research to understand the problems, needs, and obstacles of customers and branch staff, which is called user by the UX UI team.
The goal of the UX UI team is to create a user and customer experience. For example, it designs a digital payment method to respond to customer lifestyles, giving customers more payment options and reducing payment channels that charge fees, saving them time and money. The team also aims to build branch experience to help our branch staff to work more efficiently and to reduce memorizing and human errors.
How does the UX UI team work?
Comparing the team’s work to building a house, the UX would work like an engineer or architect designing the house’s blueprint to show house structures, floor plans, and room functions, while the UI would act as an interior designer designing different rooms in the house with a focus on maximizing usability, improving visual elements, and enhancing features to attract users to use the rooms.
To ensure that the ‘house’ or ‘innovation’ the UX UI team helps develop not only satisfies and benefits users but also improves business, the UX UI team has conducted fieldwork to collect data and studied the problems and needs that users have, as well as assessing the value its design solution will bring to the business.
“Before starting a project, we need to find out whether and how the project will create a positive and different user experience that benefits both users and business. For example, to design functions and interface to support migration from a desktop computer-based to an iPad-based work system, we first need to study data to ascertain whether this solution will help the branch staff to work faster and provide better and more inclusive customer service.
If the answer is yes, then it is what we should do. But, if this solution cannot solve the problem, then the company will not have to waste time and money investing in it.”
Having decided that the project should proceed, it is forwarded to the “Squad Team” or UX UI sub-team with relevant expertise, such as the Squad A team, which is in charge of CX (customer experience) or the Squad B team, which oversees applications and credit management.
How to work like Flirting with Someone
The work of the UX UI team can be easily compared with flirting with someone.… “We think of our users, be it customers or branch staff whom we are creating design solutions for, as those whose hearts we are trying to win over. We start by getting to know them, learning the kind of people they are and the lifestyle they live. When we truly know and understand them, we can more often do what they like and avoid what they do not like.
For example, you are trying to figure out what your girlfriend likes for her birthday. To make sure that she will really like the present you have prepared for her, you can test it with some of her friends who have the same lifestyle, tastes, and preferences as she does.”
The work of the UX UI team is, thus, no different from trying to flirt with someone.
The secret of the UX UI team’s success
The concept of ‘less is more’ underlies the UX UI team’s secret to success. For example, we have a standup meeting which lasts for less than 10 minutes every Monday, Wednesday, and Friday to update team members and delegate tasks. This allows team members to communicate with and update each other effectively and leaves enough time for them to do their own work.
The UX UI team also places importance on ‘end-user testing’ which is the last phase in the development process before the completion of a project. The testing ensures that the newly developed innovation is to the users’ liking and that the users can understand and easily follow the designed processes, giving users, be it customers or employees, a better experience and quality of life.