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From YouTube: FY24Q3 Kickoff - UX Talk: Tina Lise Ng
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A
Hi
everyone,
my
name,
is
Tina
ing,
I
am
a
senior
ux
designer
and
a
digital
experience
team
I
prepared
this
talk
for
our
Q3
kickoff
I,
structured
it
in
a
kind
of
casual
and
informal
way,
but
I've
been
asked
to
make
a
video
of
it
so
be
forewarned
that
I
do
say
the
words
chick
sexing
a
few
times
so
I
attended
a
figma
conference
a
little
while
back
and
I
was
inspired
by
Steve
Johnson's
talk,
the
VP
of
design
at
Netflix,
titled
design
without
business
is
just
decoration
and
when
he
delivered
that
line,
a
couple
of
things
happen
to
me.
A
The
young
and
Junior
designer
in
me
would
have
been
like
boring
business.
What
a
sellout
I'm
an
artist
I'm,
a
creative,
don't
put
me
in
a
box
but
more
mature,
Tina.
More
mature
me
today
me
was
deeply
inspired
by
this
I
started.
Thinking
about
my
own
Journey,
the
one
I'm
still
very
much
on
in
learning
about
the
business
of
git
lab
and
I
actually
missed
a
whole
segment
of
his
talk
where
he
gets
into
80s
fashion,
which
I
also
very
much
enjoyed
so
I.
A
Do
encourage
you
all
to
watch
his
talk
if,
for
any
reason,
as
proof
that
I
didn't
plagiarize
his
entire
talk,
so
a
key
takeaway
from
his
talk
is
you
know
that
businesses
that
recognize
the
importance
of
design
and
invest
in
it
strategically
are
more
likely
to
thrive
in
today's
Dynamic
and
competitive
market?
We,
we
kind
of
know
this
so,
but
what
is
often
overlooked
is
that
design
must
also
recognize
the
importance
of
business
driven
design.
A
So
we
know
that
design
principles
help
businesses,
create
products,
services
and
brand
experiences
that
resonate
with
customers,
Drive
growth
and
Foster
long-term
success.
That's
why
the
digital
experience
team
has
a
ux
team.
What
do
I
want
to
drill
into
is
why
gaining
a
better
understanding
of
our
business
can
help
us
better,
become
better
decision
makers?
A
The
concept
of
less
but
better
has
its
origins
in
the
bahas
movement,
but
Brawn
under
the
design.
Leadership
of
dieterenz
took
that
philosophy
and
applied
it
to
the
Design
of
Everyday
products
in
the
mid-1950s
Rems
emphasized
the
important
importance
of
understanding
the
needs
of
the
end
users.
Does
that
ring
a
bell
ux?
He
believed
that
design
should
serve
users
and
enhance
their
lives
rather
than
posing
design
for
design
sake,
ux
and
that
form
of
a
product
or
an
item
or
an
object
should
follow
its
function
to
meet
human
needs
ux.
A
So
this
resulted
in
attractive,
simple
and
functional
designs
that
eventually
made
Brawn
an
iconic
Global
brand
Dieter
rem's
design
principles
and
philosophies
have
had
a
significant
influence
on
Apple's
design
approach,
particularly
during
the
design
leadership
of
Johnny
Ives
Johnny
has
openly
acknowledged
the
impact
of
Dieter
Rams
on
his
own
work
and
of
Apple's
design.
Language
numbers
speak
so
in
1998,
Johnny,
Ives
and
Steve
Jobs
brought
design
business
and
technology
together
and
designed
the
iMac
G3.
A
This
is
known
to
have
been
the
savior
of
Apple,
taking
them
from
negative
8
million
to
being
profitable
and
introducing
50
more
people
into
having
a
personal
computer.
So
gitlab
isn't
a
household
appliance
or
a
personal
computer.
Obviously,
but
I
think
we
can
use
the
same
philosophy
of
aligning
design
and
Technology
with
business
when
making
decisions
for
our
marketing
site.
A
So
chat
GPT
spit
this
out
when
I
asked
it
about
the
fundamentals
of
ux
design,
so
user
experience
design
focuses
on
creating
meaningful
and
satisfying
experiences
for
users
when
they
interact
with
product
services
or
interfaces.
The
fundamentals
of
ux
design
revolve
around
understanding
and
addressing
the
needs,
goals
and
preferences
of
users.
So
we
know
this,
we've
all
seen
various
versions
of
this
description
before
it's
user-centric.
A
It
feels
right,
but
what's
missing,
it's
not
centered
on
business
goals,
so
I
don't
have
an
MBA,
but
this
is
my
basic
understanding
of
a
business
validated
by
chat
GPT.
A
So
businesses
want
to
generate
Revenue,
there's
customer
satisfaction
and
loyalty,
sustainability
and
growth,
Market
leadership,
it's
easy
to
get
lost
in
the
design
weeds,
especially
for
us
creative
types,
and
it
can
be
challenging
and
overwhelming
to
pull
back
and
understand
the
bigger
picture
from
a
business
perspective.
A
A
But
before
wrapping
our
heads
around
ways,
we
can
contribute
in
a
meaningful
way.
We
have
to
gain
at
least
a
basic
understanding
of
our
business.
Here
are
some
ways
so
cross-functional
collaboration
between
design
and
other
departments.
We
already
do
this,
we
the
you,
know
Dex
team
and
the
ux
team
and
we're
getting
better
at
it.
I
think
we're
gaining
trust
and
Confidence
from
our
partners.
A
I
know
that
this
is
a
big
Focus
for
us
in
in
Q3,
teams
like
product
marketing
can
help
us
gain
a
deeper
understanding
of
our
product
and
go
to
market
road
map
which
can
help
us
stop
playing
catch
up
with
marketing
initiatives
and
see.
What's
coming,
we
can
connect
with
sales
to
gain
insights
into
who
our
customers
are
and
help
us
understand
what
their
needs.
Expectations
and
points
of
frictions
are
from
a
sales
perspective
and
there's
the
analytics
team,
and
this
is
just
to
name
a
few
teams.
A
The
analytics
team
has
and
and
can
and
will
continue
to
help
us
become
more
data
driven
in
our
decision
making
have
a
basic
understanding
of
finance
and
earnings.
So
I
took
this
directly
from
Steve's
talk,
I'm,
not
strong
with
numbers,
but
what
He
suggests
seems
obvious
and
something
that
we
can,
or
at
least
I
can
commit
to
getting
better
at.
He
suggests
being
accountable
for
a
business
outcome
or
a
success
metric
by
asking
ourselves.
How
does
my
solution
not
only
help
our
visitors
but
also
impact
the
business
know
our
competitors?
A
This
is
a
no-brainer
know
who
they
are
and
keep
up
with
what
they're
doing
Steve
suggests
understanding
their
finances.
Sure
we
can
do
that,
but
I
think
what
can
also
be
valuable
is
understanding
a
customer's
comparison
journey
and
see
where
we
can
improve
those
touch
points
to
give
us
a
competitive
Advantage
during
the
information
gathering
stage
get
to
know
our
stakeholders
board
members
and
Executives
find
out
what
they
value
and
try
to
see
our
solutions
from
their
lens.
A
We
don't
necessarily
have
to
you
know,
set
up
coffee
chats
with
them,
but
we
can
read
their
bios
learn
about
them
from
their
LinkedIn
profiles,
maybe
tune
in
to
some
talks.
They
they
might
be
doing
or
podcasts
they
might
have
published,
or
maybe
we
can
even
connect.
You
know
with
Michael
to
see
if
he
has
insights
around
what
they
may
value
striped
become
industry
experts.
So
this
kind
of
leads
me
into
my
next
and
and
final
point.
A
Foreign
empathy
driven
ux
requires
a
deep
understanding
of
an
audience's
emotions,
needs
and
perspectives.
As
ux
designers,
we
have
to
become
experts
in
all
sorts
of
things.
Personally,
leading
up
to
my
role
like
git
lab
I've,
had
to
learn
about
dozens
of
Industries
I've
had
to
learn
about
tenancy
law
when
I
worked
in
non-profit
I've
had
to
learn
about
all
kinds
of
goods
and
services.
When
I
was
working
in
e-commerce,
from
like
luggage
to
protein
shakes,
I've
had
to
learn
the
ins
and
outs
of
Trades,
Recruitment
and
training
you
know.
A
Did
you
know
that
some
specialized
plumbers
learn
how
to
scuba
dive
to
perform
like
underwater
welding,
it's
like
incredibly
dangerous
and
that
there's
a
trade
in
the
poultry
industry
called
chick
sexing
there?
It
is
where
you
like,
identify
the
gender
of
baby
chickens
to
know
which
ones
will
lay
eggs
like
a
season
chick
sex
or
can
identify
like
three
chicks,
a
second,
it's
like
a
thousand
chicks
an
hour.
A
So
anyways,
all
these
things
have
one
thing
in
common
and
that's
that
I
already
had
a
good
understanding
of
the
product
or
service
began
before
I
began.
Working
with
it,
I
can
I
could
easily
put
myself
in
the
shoes
of
their
audiences
at
gitlab,
I
use
the
term
CI
CD
and
source
code,
and
management
and
I
have
a
loose
understanding
of
their
basic
concepts
and
benefits.
But
I
am
I'm
not
an
engineer.
I've
never
had
to
like
Source
manage
code.
A
I've,
never
I've
also
never
been
responsible
for
purchasing
a
Dev
Ops
platform
for
an
organization,
but
I
have
have
I
ever
earned
owned
a
suitcase
or
had
a
protein
shake
yes
have
I
ever
had
to
write
an
end
of
tenancy
notice.
Yes,
have
I
ever
eaten
eggs.
A
Yes,
so
my
point
as
ux
designers
at
get
lab,
it
can
be
hard
to
put
ourselves
in
the
shoes
of
our
customers
and
that's
why
it's
important
to
forge
strong
Partnerships
across
departments,
continue
learning
about
our
business
and
evolve
as
designers,
who
are
not
only
skilled
in
our
craft,
but
also
key
contributors
to
the
long-term
success
of
gitlab.