ELINVO (Electronics, Informatics, and Vocational Education), Mei 2021; vol 6 (1): 49-60

ISSN 2580-6424 (printed), ISSN 2477-2399 (online,) DOI: 10.21831/elinvo.v6i1.40958

User Experience Design Practices in Industry

(Case Study from Indonesian Information Technology Companies)

Isnan Nugraha1, Agung Fatwanto2*

1,2Magister of Informatics, Faculty of Science and Technology, Universitas Islam Negeri Sunan Kalijaga Yogyakarta
*E-mail: [email protected]

ABSTRACT

User Experience (UX) is a term that has received a lot of attention in the last decade. The number of
industries whose consider the importance of implementing the UX design process within their development cycle
has increased. Therefore, we think it is important to investigate how UX design processes are implemented in the
industries. In this research, we take a qualitative approach with descriptive methods by investigating six
information technology companies in Indonesia. As a result, we found that most of these companies that sell
services (apps) or have software-related ventures implement the UX design process as part of their operation and
consider that the UX design process is an important part of software development. Each company has its order and
priorities about the UX design processes and only follows their established UX design process framework to meet
its product development requirements. We also found that there is different UX design process approaches from
these six companies.

Keywords: user experience, UX, awareness, usability, industry

INTRODUCTION consumer interface and time-to-market

components are now significantly higher [7]. UI
UX (User Experience) has been a hot and UX are often related to usability, as usability
topic in recent years. There are so many new is a part of ISO/IEC 25010 (standard for software
career titles that haven't yet been heard of five quality model) [8][9]. This is due to the fierce
years ago [1]. UX Designer, UX Writer, UX competition for existing goods.
Researcher, UX Architect, and other positions User Experience is closely linked to the
containing the word "UX" abound in job user-cantered principle, which is still commonly
postings in Indonesia, especially in start-ups and used in software development. The demands and
IT firms. preferences of end-users heavily affect software
What is UX and why has it recently gained and product growth [10]. The UX Design
popularity in the industry are UX-related issues. Process is used to discover and develop user-
For a long time, UX has been implemented and cantered software.
widely debated in academic circles, and there UX includes all the effects that appear
have been several articles exploring the benefits before, during, and after using a product, system,
and challenges of UX implementation in the or service (emotions, beliefs, behaviours, and
industry [2]–[5]. The user interface (UI), user achievements) [11]. User Experience is
according to some researchers, is one of the most composed of various dimensions [6]. For
influential aspects of providing a positive user example, a thing can be said to have a good UX
experience [6]. As a result of convincing if it is easy to use, efficient, and additionally
computing, interface design has emerged as one attractive, the joy of use and aesthetics [12].
of the most important liberal arts of the twenty- Furthermore, a successful UX can
first century. It is critical to design appealing increase job morale and boost user performance
interfaces to have a positive user experience. [13]. And their research findings indicate that
Furthermore, in comparison to the past, the this is critical for gaining a market share. The
 Nugraha, I., Fatwanto, A. User Experience Design Practice in Industry... 50

affordability feature of UX design is something completed? Since the practice has given more
that encourages or moves the user to do or information about UX than the implementation
experience something in UX design, where the of the UX model [5]. If so, does the use of UX
key aim is to support users [14]. As a result, it is Design have an effect on the products created? Is
not shocking that UX is one of the emerging UX Design really important in the end? Through
areas, with several major corporations focusing carrying out this research, we will be able to find
on it [15]. answers to these issues.
User Experience Design is design Many studies have been conducted to
thinking that is applied to achieve the desired determine how the industrial world employs UX
objectives. In this case a successful UX. An UX Design and its effects. There are papers on article
lifecycle method is a representation of how you portals that address this.
order the lifecycle activities over time and how In [2] Øvad and colleagues investigated
the lifecycle activities [16]. As shown in Figure the prevalence of UX Design in industries that
1, the UX lifecycle is often replicated to achieve use an Agile Development Process. This
the best outcomes each time. research was carried out in two phases over two
years, the first in 2013 and the second in 2015.
Their findings revealed that almost all
businesses formed UX Strategy at the same time,
using a more structured UX Process. In addition,
there has been a substantial improvement in the
allocation of resources for UX Design. This is
associated with a greater appreciation of the
significance of accessibility and better UX.
Furthermore, Lauesen [18] brought up the
topic of Usability Engineering deployment in the
industrial world. According to the findings of
this study, Usability Techniques are rarely
Figure 1. UX Design life cycle [16]
employed in industrial settings. There are several
reasons for this, including 1. Developers are
Many people believe that academic UX
worried about usability but are unsure how much
theory is so far removed from its use in the
they should do. They are unable to do it because
industrial world. There is a difference between
they believe it is not worthwhile or that it is not
how academia develops usability and UX
their duty. 2. There are no business expectations.
processes, and its use in the industry has been a
Business demands are for functionality, and the
source of debate for decades [2]. This is because
market cannot devise compatibility requirements
when applied according to academic standards,
on its own. 3. Developers had trouble locating
the UX Design Process is very long,
consumers for usability testing. When usability
complicated, and not ideally appropriate for all
testing is completed, the developer is astounded
forms of software production. One of the causes
at the number of issues discovered and is at a loss
for discrepancies in the UX Design Process
about what to do. 4. Developers believe that
academically and in the industry is the use of
usability testing is similar to debugging, that is,
different software development approaches. In
repairing something after it goes wrong rather
certain businesses, UX has also been a part of
than developing something from the ground up.
corporate policy and one of the pillars upon
Another research [19]. undertaken by
which decisions are taken [17].
Bygstad and colleagues discusses two
So, what is the extent of UX Design
disciplines that are critical in software
experience in the industrial world? Is this finally
development. Specifically, Software
51 ELINVO (Electronics, Informatics, and Vocational Education), Mei 2021; 6(1): 49-60

Development Methods (SDM) and everyday life [22]. All data is obtained by
compatibility, which are not widely used in different parties and in various formats during its
industry. According to the findings of their execution. This research would look at UX
study, there is a positive propensity in the concept recognition in the industrial world. All
industry to apply usability, but it is still far from data gathered will be based on locating data on
the requirements. In addition, based on the the subject but will not be too general. As a
results of the study, the company desires result, it will stay focused on the study
convergence of accessibility and product objectives.
creation processes. The phases of the study are shown in the
Da Silva and colleagues [20] performed figure below.
theory-to-practice research on User Experience
Design and Agile Development. Their analysis
attempts to investigate the convergence between
User Experienced Design and Agile
Development. To see whether what is in theory,
matches what is in reality or whether there is a
difference between the two. Furthermore, they Figure 2. Research Stages
explain their theory that UX Designers cannot
completely cooperate with developers because The purpose of this interview is to identify
UX Designers are working on several projects at and map the following research questions:
the same time, making them overburdened. As a 1. Is the company aware of the concept of User
result, they are unable to concentrate on the Experience Design?
project under consideration. 2. What is the company's level of familiarity
Ardito and colleagues [4] investigated the with User Experience Design? What exactly
industrial use of UX practice. As a result, most are the forms?
app engineers engage in little or no usability 3. What is the company's software development
engineering. This study shows that many too method?
many businesses choose to overlook 4. What User Experience Design process steps
accessibility and user experience (UX), or even do they do?
ignore it entirely. 5. What products do you create in your office?
6. What factors influence UX Design decisions?
METHOD 7. Why are you doing the UX Design process in
your office? And are the findings in line with
This paper aims to identify the UX Design what was expected?
process in the industry (real world) and how it Any information about the backgrounds
varies from theory. As a result, in 2020, we of UX professionals as well as how the
conducted interviews with six companies in organization sees UX would be requested.
Yogyakarta, Indonesia. This study was A. Interview
performed on many companies with various
The interviews were in-depth and semi-
products or ventures, but all of them are
structured. In-depth interviews were conducted
associated with and or use the UX Design
to gather as much information about attitudes,
Process in their everyday lives.
knowledge and views of respondents towards the
This is a descriptive study. The descriptive
UX Design Process. And semi-structured
analysis attempts to explain a phenomenon and
interviews were conducted to make respondents
its features. This research focuses on "what"
more relaxed and comfortable, so they can
rather than "how" or "why" something happens
provide the information freely. We were able to
[21]. This study looks at current trends in
 Nugraha, I., Fatwanto, A. User Experience Design Practice in Industry... 52

gather observational evidence from interviews of Table 2. Interviewee

six interviewees from six different industries and
backgrounds. They are both involved in the UX Inter Job Education Employee
Design Process at their respective firms. To view
ee
obtain more information from the interviewees,
we attempted to use the "swim-along" approach I1 Creative Senior High 8 years
during the interviews [23]. Director School
I2 Creative Bachelor of 10 years
B. Selection Criteria Director Arts
We chose the companies depending on I3 UX Bachelor of 8 years
Designer Design
multiple factors, including: I4 UI Bachelor of 5 years
1. Firms that sell services (apps) or have Designer Informatics
software-related ventures. Engineering
2. Company scale as measured by the number of I5 Lead UX Bachelor of 6 years
Designer Communicati
workers [6] on Science
a. Small companies: <50 I5 Product Bachelor of 8 years
b. Medium enterprises: <250 Owner Informatics
c. Large companies: >250 Engineering
3. The company is based in Yogyakarta,
Indonesia. The top two lists are published as creative
4. Companies that do UX Design Process and directors, but since the company is small, they
are interested in UX. also act as product managers and help in the
5. The companies should operate for more than design process.
2 years.
The following six businesses were D. Procedures
discovered as a result of the selection: All interviews were conducted in
Yogyakarta, Indonesia. Each interview
Table 1. Overview of the Companies
took between 20 and 50 minutes. The interviews
were conducted by a set of criteria, which
Company Company Type Employee
Name. included:
1. Company background. Their background
Company 1 UI/UX Agency 16 includes everything about their business
Company 2 UI/UX Agency 8 model and how they operate their business.
Company 3 Online 150
Marketplace 2. Awareness of UX Design. Are they aware or
Company 4 Software House 200 not of UX Design?
Company 5 Software House 40 3. Software development methods. Which
Company 6 Software House 18 development methods they choose.
4. UX Design Process carried out
5. Products developed. What products that they
C. Interviewee Profiles
create.
Interviews were performed with the six 6. How decisions are made in the process of UX
interviewers mentioned below. The following Design.
table shows data from the interviewee's career 7. The purpose of carrying out the UX Design
history, qualifications, and experience in the process
interviewee industry: Firstly, we ask about the meaning of user
experience to the company. After asking the
mandatory questions based on the instructions
53 ELINVO (Electronics, Informatics, and Vocational Education), Mei 2021; 6(1): 49-60

above, the interview is continued by asking

several more detailed questions based on the
answers that have been obtained.
The interview transcript has been
translated from Indonesian to English. The
interview findings were analyzed using Yin's
five-step cycles, which are compiling,
disassembling, reassembling, translating, and
concluding [22].
E. Data Analysis
The interviews were recorded and later
transcribed into interview transcripts. The
findings of the interview were analyzed and
classified into some points depending on the
similarities of interviewee’s responses. This
procedure is applied to the interview findings to
generate data that can be quickly read. Then, to
reinforce the evidence, direct quotes from the
interviewees about the responses they provided Figure 5. Yin’s Five Phases of Analysis [24]
during the interview would be included.
F. Observation First, we compile the database. We collect
all the information from interviews and find
After collecting all of the evidence from
previous research (journals). And after that put
the interview, we conducted observations in each
all information to Nvivo for the next process.
location to double-check the accuracy of the
Second, disassemble data. After collecting
information gathered from the interview.
all the information and putting it all in Nvivo, we
Furthermore, this observation was carried out to
sort and code the data. All of the information is
collect comparative data to improve or correct
broken down into smaller fragments and code for
any flaws in the data gathered from interviews.
every piece.
Observations on historical documents
Third, reassemble data. After
from each company should be made to reinforce
disassembled into fragments, we array the data
existing data. It cannot, however, be achieved
into a list and from this phase. In this phase we
because it is a risk for the firm. As a result, to do
can see the pattern of the data. And also, we can
UX design, we make observations about how
group every list of what we are looking for; for
each company completes its work.
example awareness of UX design and form of
RESULTS AND DISCUSSION awareness.
Fourth, interpret data. In this phase, we
A. Yin’s Five Phases of Analysis group all the data into tables and make sure that
To analyze the data, we use Yin’s five the data can be read easily.
phases of analysis like in the picture below. First After doing all the process, the next phase
phase is to compile database, and then is conclude. We conclude all of the questions on
disassemble data, reassemble data, interpret data this research based on the data we have collected
and the last phase is conclude. and analyzed from four phases before.
 Nugraha, I., Fatwanto, A. User Experience Design Practice in Industry... 54

B. Awareness of UX Design C. Form of Awareness

First, we inquired of the interviewees After making observations, the results of
about the company's perspective on the UX the observations indicate that basically, almost
Design Process, whether or not they are aware of all companies are aware. They are interested in
it. This is a crucial topic to raise at the beginning what UX design is and have proven for
before answering follow-up questions and it themselves the difference between thinking
relates to how the organization sees the value of about UX design or not. However, the level of
using the UX Design Process. awareness varies. Some prepare special
Based on the interview, we classified their resources, some are not. However, some are
answers into 3 criteria’s; aware, maybe, and not unaware because customer demands do not
aware of UX design. The results of the interview always imply that an in-depth UX study is
are as follows: required. This is due to tight deadlines and more
Table 3. Awareness of User Experience Design
emphasis on functionality. Furthermore, some
clients, such as the government, are unfamiliar
Strategy % of all companies with things like UX and things that are technical.
The next step is the awareness of UX
Aware 84% Design. Each interviewee company was asked
Maybe 16% about their level of awareness of the UX Design
Not Aware 0%
Process. This is to see if these companies are
aware of the issue or if they are just answering
The majority of companies (5 out of 6) questions. And based on their answers about the
tend to be aware of the UX Design Process. The shape of awareness to UX design, we classified
rest of the companies (1 company) said they it into 2 criteria’s; have specific resources of UX
might be aware. This indicates that the majority and do UX design process. The following are the
of IT companies, especially in Indonesia, are outcomes:
becoming more aware of the UX Design Process. Table 4. The shape of Awareness to UX Design
The high level of awareness of UX is enough to
demonstrate that the study of UX is no longer Shape of Awareness % of all companies
just a product of academic research but is also
being used as a guide in the industrial world, Have specific resources of 33%
UX / UX Team / UX
especially in Indonesia.
Designer
Furthermore, after this question was Doing UX design process 84%
asked, the authors followed up with questions
about how the company created awareness of the Based on the responses, we divide the
UX Design process. form of awareness into two parts. The first has a
The only one who responded maybe, the designated UX resource, while the second
I6 mentioned that "Maybe, our form of manages the UX Design Process. According to
awareness sometimes accommodates requests the results of the interviews, two out of six
for overview changes from clients; there are no companies had special resources for UX. These
specific employees for UX Design; at our companies have their own dedicated UX team
company, the front-end developer is also doing that is responsible for the UX of the products
UX design.” Hence, in the only company that they create. Some of the others (5 out of 6
gives a response, they revealed that there are no companies) do not have their resources. The
special people or staff who handle UX design. It person in charge of UX in a software house is
is only done by UI designers who are also UX usually also the UI Designer or Front-End
designers.
55 ELINVO (Electronics, Informatics, and Vocational Education), Mei 2021; 6(1): 49-60

Engineer. Meanwhile, the person in charge of be created. After all, the UX Design Process is
UX at the UX Agency is also the UI Designer. included.
[Company 5] is one of the few that has its Table 5. Development Framework Used
UX team. I5 said that "If the resources allocated
for now are in the product team. For the UX Development Framework % of all companies
team itself, there are only three people who are
officially part of the UX team, with one Waterfall 16%
apprentice. The first is that I have a UX lead, two Scrum + Waterfall 0%
Agile 67%
UX designers, and one UX researcher.” They
Ad Hoc 16%
assign 5 special people to work on UX design,
with each person having their own set of tasks. Based on the results of interviews, as
Apart from [Company 5], [Company 3] is many as 4 out of 6 or 67% of the sample used the
a company that also has its resources for UX Agile method, indicating that most of them used
design. the Scrum model. In the meantime, one sample
The next results show that as many as 5 utilizes a waterfall, another utilizes Agile, and
out of 6 companies adopt the UX Design Process the last is Ad Hoc (changing according to the
properly. Although most companies have their method used by the client). [Company 1] is the
formula for adopting the UX Design Process in one that uses the Ad Hoc method because it
practice. There is one company that does not adapts to the needs of the client rather than using
implement the UX Design Process because of only one method.
personnel limitations. Furthermore, the project's Why do most people use Scrum? Several
requirements do not require a good UX as they interviewees answered that Scrum is easier to
are more concerned with functionality. use at the scale of the company they work for,
These two facts are sufficient to besides being more free and comfortable [25].
demonstrate that the level of UX Design This is in line with research findings that Agile,
awareness in Indonesian companies is currently which was once thought to be just for
quite high. It has been proven that companies developers, is now becoming popular and
using the UX Design process surpass those who significant for organizations in general, as well
do not. Even though only a small percentage of as the UX world [26], [27]. Furthermore, Agile
them have their resources, most of them are still UX designers will carry out the tasks during the
handled by the UI Designer or Front-End user research and testing stages [28].
Engineer.
D. UX Design Process
C. Software Development Method Implemented
in Company Table 6. UX Design Process Formulation

Next is the software development method

UX Design Process % of all companies
used by the company. The UX Design Process is
highly influenced by the software development Ad Hoc 50%
method used. Different methods would have an Are developing process 0%
impact on how decisions are taken when the UX Have process 33%
Not using UX design 16%
Design Process is completed, and which process
processes are completed during the UX Design
Process. This is because the UX design process Five out of six interviewee companies
must be adaptable and adhere to software used the UX procedure, while the other did not.
development practices, which can be thought of In addition, 60% of the interviewee companies
as a general overview of how the software will carry out the UX process in an Ad Hoc manner
(changing according to the method used by the
 Nugraha, I., Fatwanto, A. User Experience Design Practice in Industry... 56

client) and 40% already have a standard process. Expert evaluation (UX 16%
Since the time provided by the client is often expert evaluate the
product)
very limited, the majority of interviewee User or customer journey 50%
companies use Ad Hoc. (doing a test on real user
Furthermore, there is one company that to complete a certain task)
does not use the UX process at all because they User task analysis 16%
(analyze data from the
confess to being less aware of the process from test)
the beginning. This is supported by the findings
of observations, which demonstrate that what is
being done is not classified as a UX process. After making observations, what was said
in the interview is true. They prefer lo-fi
E. Usability and UX Methods implemented in prototyping as it is the simplest, fastest, and
Company easiest step.
After we analyzed the interview, we found Moreover, many companies often conduct
that we can classify every usability and UX usability testing because they believe that testing
method every company does. We classify it into a product with a scenario gets results that are
7 criteria’s; Lo-fi prototyping, usability testing, quite close to reality.
workshop, personas, expert evaluation, user or Almost all interviewees answered that
customer journey and user task analysis. there is no different treatment for different
Each company follows a similar pattern, projects or products. The average follows the
but with different application methods. Lo-fi same stages and development methods as the
prototyping was used by 66 percent of others. There was one interviewee who
respondents. This is normally the first move that responded "slightly different" because there was
designers take. Other companies, on the other a discrepancy, but it was not significant.
hand, skip this step and go straight to hi-fi
F. Different UX Design Process Approach to
prototyping, which is faster and more effective
Different Type of Project
for clients. Furthermore, 66% performed
usability testing, 50% held workshops, and 33% Based on the interview, we can classify
developed user personas. their answers into 3 criteria: same, very different
In addition, it was found that only 1 and slightly different.
company used user-task analysis and expert Table 8. Difference Treatment for Project and
assessment. Product
Table 7. UX Design Process Used
Treatment % of all companies
Method % of all companies Same 84%
Very Different 0%
Lo-fi prototyping 66% Slightly different 16%
(including sketching and
mock-ups)
Usability testing 66% Almost all interviewees answered that
(including think aloud and there is no different treatment for different
IDA) projects or products. The average follows the
Workshop (doing 50%
workshop to brainstorm
same stages and development methods as the
and gather ideas) others. There was one interviewee who
Personas (using personas 33% responded "slightly different" because there was
as a tool to define what a discrepancy, but it was not significant.
user needs and wants)
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G. How Decisions are Made UX design process is still inefficient and has
In most companies, decisions are made failed to meet their objectives.
depending on a bunch of different key figures I. Observations
[12]. The next step is to consider how decisions
After which, as a comparison of the data
are taken.
obtained from the interview results, we make
Based on the interview, we classify their
observations on the implementation of UX
answers into 4 criteria: experience, experience +
design in each company. The data that was
test, experience + test + theory, and experience +
successfully obtained from each company is
theory.
listed below.
As many as 32% admitted based on
experience, 16% based on experience and tests,
16% based on experience, tests, and theories, and
32% based on experience and theory. Therefore,
to strengthen their decisions, all companies rely
on experience, which is supplemented with
reinforcement in the form of tests and theories.
Table 9. How Decision about UX Design is Made

Strategy % of all companies

Figure 5. Brainstorming at [Company 1]
Experience 32%
Experience + Test 16% [Company 1], according to observations,
Experience + Test + 16%
performs the following UX design stages: lo-fi
Theory
Experience + Theory 32% prototyping, hi-fi prototyping, and usability
testing. Everything that was said in the interview
turned out to be similar to what was done on the
H. The Purpose of Implementing UX Design
field. However, as stated in the interview, the
Process and its Result
process may vary depending on the needs of the
The following are the outcomes of the UX software being developed or client orders.
Design process. The majority of respondents (5
out of 6) said it met their needs, while another
one said it did not.
Table 10. The Result of Using UX Design

Result % of all companies

As Expected 84%
Not as Expected 16%

There is only one company that responded Figure 4. Lo-fi prototyping at [Company 2]
under their expectations, “Our mission is to
make the applications we develop, both projects Observations at [Company 2] reveal that
and products, easier to understand and to they also conduct UX design stages that are
operate, and to offer a better impression. tailored to their specifications. Lo-fi prototyping,
Currently, several shortcomings do not meet our hi-fi prototyping, usability testing, and the user
expectations.” They assume that their use of the or customer journey are the steps taken. The
 Nugraha, I., Fatwanto, A. User Experience Design Practice in Industry... 58

actions taken correspond to what the interviewee workshops, personas, user or customer journey,
said during the interview. and user task analysis to make sure that their
The results of observations at [Company products have a good User Experience. Both
3] show that UX design is also very much processes are carefully performed to obtain data
considered here and has become part of the that can later be used to make decisions.
company culture. Lo-fi prototyping, usability
testing, workshops, and personas are among the
stages that were accomplished. Everything was
based on the information provided by the
interviewee.

Figure 6. Brainstorming in [Company 6]

The observations of [Company 6] indicate

that UX design is still receiving insufficient
attention because there is no special treatment
given to UX design research. There is no special
personnel assigned to do this. This is also
consistent with the results of interviews with
interviewees from the data who answered
"maybe".
Figure 3. Lo-fi prototyping in [Company 4]
CONCLUSION
The results of observations on [Company
4] indicate that they carry out UX design stages According to the findings, it can be
that are customized to their specifications. As inferred that these six IT companies
previously mentioned in the interview. Lo-fi acknowledge that they are aware of UX Design.
prototyping, hi-fi prototyping, development, and However, each company has different ways of
user task analysis are the steps taken. During the performing the UX design process. A small
interview, the interviewees said that they did not number of companies manifest their awareness
do lo-fi prototyping, but upon closer of UX Design by forming a special UX design
examination, it was discovered that they were. unit within their enterprise. Whereas most of the
Only certain processes are carried out that they companies did not go that far, rather they only
think are essential to save time and delivery of implement a portion of UX design processes
the products made. within their product development cycles.
The findings of the observations in All of the implementation types of the UX
[Company 5] indicate that UX design is taken design process found in this study are part of a
seriously and becomes the main focus. As shown specific software development model which is
by the existence of a specialized UX team in implemented by each of these six IT companies.
charge of the [Company 5] products UX, Among these six IT companies, agile is the most
including the website and dashboard. This team popular software development model. As a
does Lo-fi prototyping, usability testing, result, it requires a software development model
59 ELINVO (Electronics, Informatics, and Vocational Education), Mei 2021; 6(1): 49-60

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