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D E S I G N I N G
W I T H O U T
B I A S
ASIANXJAY
JAY DEMETILLO
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W H A T C O M E S T O
M I N D W H E N Y O U
T H I N K A B O U T
S O U T H E A S T A S I A ?
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W H A T ’ S
A C T U A L L Y
H A P P E N I N G
I N S O U T H E A S T
A S I A ?
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G
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D E S I G N I N G
W I T H
I N C L U S I V I T Y
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D I S C E R N
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A N N U A L R E V E N U E G E N E R A T E D
B Y P O K É M O N G O W O R L D W I D E
F R O M 2 0 1 6 T O 2 0 2 3
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D O N ’ T L E T N E W T E C H N O L O G Y
A N D I D E A L S D I C T A T E Y O U R
A C T U A L U S E R S N E E D S .
L O C A L I Z E . C O N T E X U A L I Z E .
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A N A L Y Z E
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J O B S - T O - B E - D O N E
I N T H E U S
Instacart (USA)
Notice how clean and concise these photos and
layouts are positioned along with the “+” button to
“Add to Cart” instantly.
Notice how much this “Save $1.00” stands out within
the layout to show how much the user is saving vs.
the other items. The job-to-be-done is to showcase
the discounted items and grab the users attention
with the colour and words save.
We’re in the Home, Kitchen, and Dine category on
Instacart, an American app.
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Tiki (Vietnam)
The job-to-be-done is similar to Instacart to showcase
discounted items and grab the user’s attention with
colours, but you can see that it’s a bit cluttered. You’ll
also see more ways to save on the items as well as
more details about the item.
We’re in a similar category for Home and Kitchen on
Tiki, a Vietnamese app. The jobs-to-be-done is the
same but with more emphasis on deals and savings as
you’ll see below. It’s a bit of a sensory overload.
There is a lot more upselling to promote Tiki’s membership
service such as TikiNow Fast which also comes with free
shipping. This is another job-to-be-done, which is to get
the user’s attention to sign up and see how bene
fi
cial
TikiNow Fast is within the Tiki environment. Instacart
doesn’t quite do this in this type of fashion.
J O B S - T O - B E - D O N E
I N T H E S E A
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G R E A T D E S I G N S C R E A T E
V A L U A B L E B U S I N E S S E S B U T
G R E A T D E S I G N D O E S N ’ T H A V E
T O B E C L E A N A N D M O D E R N
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I D E A T E
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T R E A T E V E R Y
U S E R A S I F T H E Y
W E R E Y O U R
G R A N D M O T H E R
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In order to serve a market with a poor internet
connection (e.g. 2G networks) in rural areas of
Indonesia, Facebook designed "Facebook Lite". This
version focuses on the core functionality usable on
older Android phones which are common in SEA.
While it does not display high-res images or autoplay
videos, it focuses engagement on key needs of users
in the region.
Facebook's main interface, designed with a primary
US audience in mind, has smaller font sizes, and
tighter buttons, with the navigation button placed at
the bottom of the screen.
Facebook (US)
Facebook (ID)
Facebook Localisation
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Net
fl
ix Localisation
This localisation strategy is actually a big part of
Net
fl
ix’s design approach, starting even from its
home-turf in the US. Here you can see the category
“Retro TV”, which appeals to Americans who
reminisce the positive memories formed with these
programs.
Net
fl
ix (US)
Net
fl
ix (SG)
In SEA, Net
fl
ix hyper-localises for each country. Here
you can see the top shows for Singapore, and
amusing categories referring to local neighbourhoods
(i.e. Aljunied) and callouts (i.e. Crazy Rich Asians).
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O B J E C T I V E
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T H E I M P A C T O F
I N C L U S I O N
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D E S I G N I N F L U E N C E W I T H
O U R S T A K E H O L D E R S
D O E S N ’ T S T A R T W I T H
O U R D E S I G N T O O L S
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D E S I G N I N C L U S I O N I S N ’ T J U S T
A B O U T Y O U R U S E R S …
I T ’ S A B O U T B E I N G I N C L U S I V E
T O Y O U R S T A K E H O L D E R S A N D
B R I N G I N G V A L U E A S A P A R T N E R
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W H A T S T O R Y A R E
Y O U T E L L I N G ?
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H O W D O Y O U T E L L Y O U R S T O R Y ?
Based on user research, I
worked on a new way to add
items which provided the user
clear and concise information on
items in their cart
Users mentioned they wanted
to double check their personal
details, what the total was, along
with a clear step-by-step way of
checking out
After the payment con
fi
rmed, I
created a neat animation to
verify that the user has paid.
Item Screen Payment Screen Con
fi
rmation Screen
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W H A T B U S I N E S S A N D P R O D U C T W A N T T O H E A R
Based on our user retention rate
of 20% and goal of increasing our
GMV by 5%, I created a new
fl
ow
for users to easily add items.
Users were able to check out 7x
times faster than before, which,
based o
ff
user research,
increases customer satisfaction.
This design is part of our goals
to increase retention of users
along with MAU’s for the
platform.
Item Screen Payment Screen Con
fi
rmation Screen
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P H A S E 1 P H A S E 3
B R I N G V A L U E W I T H A D E S I G N S T R A T E G Y
T H E V I S I O N
E X P E R I M E N T S ( M V P ) P H A S E 2
C U R R E N T
YO U ’ R E N O T D E S I G N I N G J U S T F O R YO U R U S E R S ,
YO U ’ R E D E S I G N I N G T O G E T B U Y I N F R O M YO U R S TA K E H O L D E R S
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To increase engagement by 10%
and decrease the time to book
by 1-2 minutes to book a listing
we wanted to improve the
current listing experience on
Airbnb
P H A S E 1 P H A S E 3
C U R R E N T T H E V I S I O N
P H A S E 2
B R I N G V A L U E W I T H A D E S I G N S T R A T E G Y
E X P E R I M E N T S
Design suggest running an
experiment with these two
design listings to better
understand the user and their
needs along with measuring
the impact it has on
completed bookings
On top of that, we want to also
anonymize our host on the
platform due to current PR
backlash as well as making our
hosts and their listings
“Belong anywhere” which is
our mission
The vision is to create an
experience where our users
want to book a listing based
on the location and our hosts
are judged by their listing and
not their background
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B R I N G V A L U E W I T H A D E S I G N S T R A T E G Y
1 . I M P A C T O N L O N G T A I L R E V E N U E A N D B R I N G I N G R E V E N U E T O
S M A L L E R C I T I E S / C O M M U N I T I E S
3 . L O N G - T E R M C H A N G E I N T R A V E L B U D G E T I N G P R E F E R E N C E S
2 . Q U A L I T Y P R E S S U R E O N H O S T S T O S T E P U P T H E I R G A M E
T H E L E S S O N I S H O W S M A L L C H A N G E S I N D E S I G N H A V E
T H E P O T E N T I A L T O C H A N G E T H E W A Y P E O P L E B E H A V E
O R I M P A C T A N I N D U S T R Y
Source: Daniel de Melo, The Business Power of Design, understanding Airbnb’s Redesign
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W E A S A D E S I G N
C O M M U N I T Y N E E D
T O U N I T E …
N O T G A T E K E E P
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T H E R E I S N ’ T V A L U E
B E H I N D T H E S E
D E S I G N S
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D E S I G N E R S H A V E
B E E N T R A U M A T I Z E D
B Y T E R R I B L E
E X P E R I E N C E S
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B U I L D A N
I N C L U S I V E
M I N D S E T
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S P E A K I N G E N G L I S H
D O E S N ’ T M E A N
I N T E L L I G E N C E
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B E A W A R E O F Y O U R P R I V I L E G E
C O N T E N T I S E V E R Y T H I N G
Y O U R R E P R E S E N T A T I O N M A T T E R S
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T H A N K Y O U .
L E T ’ S C O N N E C T
ASIANXJAY
JAY DEMETILLO