Designing without Bias / 偏見のないデザイン

Session by：
Jay Demetillo / Canva Pty, Ltd

Spectrum Tokyo Design Fest 2023 Day 2 (2023/12/03)

Transcript

1. D E S I G N I N G 
 W I T H O U T 
 B I A S ASIANXJAY JAY DEMETILLO
3. 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 ?
5. 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 ?
7. G
8. D E S I G N I N G 
 W I T H 
 I N C L U S I V I T Y
10. D I S C E R N
16. 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
17. 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 .
18. A N A L Y Z E
23. 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.
24. 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
25. 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
26. I D E A T E
29. 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
31. 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
32. 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).
33. O B J E C T I V E
40. T H E I M P A C T O F I N C L U S I O N
42. 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
47. 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
48. W H A T S T O R Y A R E 
 Y O U T E L L I N G ?
49. 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
50. 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
51. 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
52. 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
54. 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
56. 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
60. 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
61. 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
65. B U I L D A N 
 I N C L U S I V E 
 M I N D S E T
70. 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
71. 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
80. T H A N K Y O U . 
 L E T ’ S C O N N E C T ASIANXJAY JAY DEMETILLO