As a Marketer, I deliver delightful web & mobile experiences that combine listening to users’ needs with the know-how of a UX Designer and the business mindset of a Startup Founder.

1. Serendipity
UX & Digital Marketing
AUDREY ANG

2. Hi there! I am Audrey Ang based in
sunny Singapore.
I am an experienced Digital Marketer
& a 2-time startup founder with UX
skills.
I have worked on global brands like
Disney, Dell, eBay and have co-
founded brands like PagePink in
Singapore and TAMP in Thailand.
Launched Disney Channel in
Singapore in 1998
I consider myself lucky since I have
worked on Nokia, Intel, Dell & eBay
during their best years.
MY STORY
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3. Why Serendipity?
I just stumbled upon UX. And
today I practise UX together with
Digital Marketing & it is pure
serendipity.
SEREPNDIPITY
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serendipity
noun ser·en·dip·i·ty ˌser-ən-ˈdi-pə-tē
Simple DefiniBon of serendipity:
luck that takes the form of finding valuable or
pleasant things that are not looked for

4. My approach to any brief is to
first have a holistic
understanding of the business
challenges & opportunities by
talking to stakeholders and users.
And conducting detailed
research on the competitors and
business landscape.
With any new brief, it is important
to be open- minded and not jump
into a solution quickly or be too
attached to the solution before
fully researching and
understanding the business, its
competitors and its users.
And always be ready to rinse and
repeat.
THE APPROACH
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Double Diamond

5. UX propels the business forward
to product market fit.
Having launched 2 startups. I
have learnt the importance of
good product market fit for a
business to be viable.
UX speeds up and narrows the
gap between business’ needs
and users’ needs.
I’ve learnt alot by listening and
observing what users want.
UX THE PROPELLER
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Product Market Fit
PagePink
TAMP

6. For design and business
implications
Conducting detailed competitive
analysis provides an opportunity
to determine whether a product
is focused and providing value to
users. And a check on product
market fit.
A clear understanding of
business strategies help in
refining the design strategy.
RESEARCH
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Competitive Analysis

7. Uncover insights and trends
I look at Google web analytics to
understand the traffic
performance of the brand and to
understand potential design
implications.
Using free online tools to access
the competitors’ site traffic
performance can act as a guide
to the UX & design strategy.
RESEARCH
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Data Analytics

8. Sparks high level trends and
insights.
Screener surveys if executed
well, it can provide high level
trends and insights
These insights and trends can be
validated and further explored
during the face to face
interviews.
RESEARCH
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Screener Survey

9. User Interview is an art form.
Keeping neutral is a must-do to
uncover the truth.
Using pen and paper to doodle is
the quickest way to keep track of
the conversation.
RESEARCH
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User Interview

10. Shows Trends & Design
Implications
Affinity mapping based on the
face-to-face interviews.
First, I place the content under
pain, pleasures, context and
behaviour.
Then, I organize the post it notes
based on different categories
and start looking at trends.
Making sense of affinity mapping
is key to organizing features
RESEARCH
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Affinity Mapping

11. Mapped With Product Features
With affinity mapping, we can see
trends and start developing
personas.
And each persona will have a set
of features which he or she
would need.
The next step of the design
phase is dependent on getting
the personas as detailed as
possible.
ANALYSIS & IDEATION
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Personas

12. Improves the labeling, grouping
& organization of information.
My experience with card sorting
is that it is tedious especially
around analysis the cards.
However, with the right attitude I
can uncover good insights.
I used both Open & Closed Card
Sorting exercise to redesign the
navigation structure &
information architecture of a
site, or web app.
I get insights by listening and
observing and asking questions.
RESEARCH
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Card Sorting

13. To refine content strategy
To supplement open and closed
card sorting, we can look at
Google Keyword Planner to
uncover most searched or long
tail keywords for the product.
If they are searching these words
in Google … it naturally means
that the site should include the
content and use these keywords.
And consider doing this
concurrently with the open and
closed card sorting.
RESEARCH
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Google Keyword Planner

14. Check on the usability of the
site
Used Nielsen Norman’s 10
Usability Heuristics on
Foodpanda to quickly uncover
usability issues during a class
exercise.
Abby Covert’s 10 Heuristic
Principles on DragonWealth’s FA
site.
RESEARCH
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Heuristic Evaluation

15. Cornell Tech
Engineering
Admissions
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Understand competitors and
your site or mobile app to aid in
design
Looking at Site Analytics
performance and potentially
checking back on task analysis
and how designs can be
improved.
The more I analyze the different
sites the better I understand the
competition vis-à-vis the
assigned site.
RESEARCH
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Task Analysis
2 Steps & 2 Pages to Admissions Page
Bucknell University
Engineering
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16. Low fidelity sketching and paper
prototyping quickly move the
process of product ideation.
As ideas are quickly tested and
iterated with no technical
resources required.
Paper encourages quick
iterations. It is a economical way
to catch design or feature flaws.
And it provides the most
economical way to iterate.
RESEARCH
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Paper Prototyping

17. Sketching the storyboard
captures instances where the
user will likely use the site or
mobile app.
Helps in features ideation.
RESEARCH
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Storyboarding

18. To prioritize features based on
users’ needs and aligning it with
business and technical
constraints.
The best way to launch new
features is to go through features
prioritization and determine
which features to launch first and
which features to not launch
ANALYSIS & IDEATION
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Features Prioritization

19. Mapping out the business using a
perceptual map can help to
prioritize and remain focused.
It also gives a clear picture of
where the brand is competing in
and where the opportunity lies.
ANALYSIS & IDEATION
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Perceptual Mapping

20. Wireframes are created for all
stakeholders to understand how
the site or webpage is put
together before any visual design
is done
Annotating the wireframes are
important to explain the
wireframes and explain the
content strategy vs. a UI design
element
Annotating provides insights on
your design decisions and
thinking process.
ITERATIVE DESIGNS
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Wireframes

21. Improves user experience
One of the fastest way to look at
improving user experience is to
map out the user flow
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Iterative Flow Diagrams
ITERATIVE DESIGNS

22. Together with usability tests and
continuous iterations
Task- based usability test can be
a fast way to rapidly prototype
and iterate.
These sessions are usually
recorded and also talking to
users to understand their pains
and pleasures.
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Rapid Prototyping
ITERATIVE DESIGNS

23. I had 5 design sprints projects
which last from 1 week to 3
weeks.
Here’s a look 4 projects and its
processes and results.
UX DESIGN SPRINTS PROJECTS
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24. SERENDIPITY - 23
PROJECT - HOTEL TONIGHT
Background
Hotel Tonight is a mobile app only
last-minute booking platform
( 7 days or less bookings)
Business Challenge
Users are not returning to the app
for last minute bookings
Process
Competitive Analysis , conduct
online survey & Interviews, Affinity
Mapping & Personas and Iterations
of Paper & Low- Fidelity Prototypes
Recommendation
Extend bookings to more than 7
days & in browser version
Insights
* Travellers book hotel
accommodations on larger screen &
security reasons
* Travellers usually book ahead of 7
days
Final Product
Mid–Fidelity Prototype
1
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5
6
LOGO
Now You Can Book More than 7 Days Ahead

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PROJECT - SUTD ENGINEERING
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2
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4
5
6
Background
SUTD University offers Engineering
Degree in conjunction with MIT
Business Challenge
Undergraduates can’t find
information on the site easily. Need
a redesign of site IA to improve
navigation & usability
Process
Competitive Analysis, Flow
Analysis, Open & Closed Card
Sorting, Content Curation,
Heuristics Evaluations,
Iterations of Paper & Low-
Fidelity Prototypes
Recommendation
Redesign navigation
Insights
*Certain words are consistently not
understand
* Similar Trends start to emerge for
certain keywords
Final Product
Mid –Fidelity Prototype

26. Choose File
What do you want to buy?
Category
What do you want to buy?
Item Description
Item Name
Post Request
Describe as clearly as possible
Upload Picture
2. Location1. Item 3. Price
Hello Audrey!
No File Chosen
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PROJECT - SINGAPORE POST
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Background
SINGPOST Is the region’s largest
logistics companies 5 business
pillars : Mail, Digital Services,
Logistics, Retail & Financial
Services & eCommerce
Business Opportunity
Offer Peer-to-Peer
International eCommerce &
integrate it with Pop Stations
Process
Competitive Analysis, Flow
Analysis, Survey & User Interview,
Iterations of Paper & High- Fidelity
Prototypes
Recommendation
Mobile App with Peer-to-Peer
eCommerce
Insights
* There is a demand for
international Peer 2 Peer
eCommerce
* Travelers are willing to buy &
Buyers are willing to buy
Final Product
Mid Fidelity Prototype

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PROJECT - DRAGON WEALTH
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Background
A fintech startup. DW helps financial
advisors to build a website & acquire
customer leads online
Business Challenge
Teething roadblock challenge-
Financial Advisors are slow writing
their first blog & submitting their
personas
Process
Competitive Analysis, Stakeholder &
User Research. Flow Analysis,
Affinity Mapping, Personas, Feature
Prioritization, Iterations of Paper &
High- Fidelity Prototypes
Recommendation
Focus on most requested feature
for FA i.e. scheduling
Insights
FA prefers to spend time meeting
clients & have more immediate
scheduling needs
FA have different concerns about
managing a blog
Final Product
High Fidelity Prototype

28. Launching a product without
understanding users’ needs is
like setting up a table with the 4th
leg missing.
Let’s put users’ needs in the
centre of our work.
With UX, I want to deliver web
and mobile experiences that
combine listening to users’ needs
with the business mindset of a
startup founder and the
execution know-how of a Digital
Marketer.
SERENDIPITY
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A Pleasant Surprise

29. LET’S WORK TOGETHER.
audreyux@gmail.com
linkedin.com/in/audreyang
AUDREY ANG