Platforms Featured Southeast Asia

ZALORA taps Optimizely to improve UX across platform

Singapore – Fashion e-retailer ZALORA has tapped digital experience platform company Optimizely to improve the user experience of their platform for their consumers in Southeast Asia. The agreement between ZALORA and Optimizely, signed in December 2021, will cover most ASEAN countries including Singapore, Malaysia, Indonesia, Philippines, Brunei, Hong Kong and Taiwan. 

Through the partnership, ZALORA will be using Optimizely’s Experimentation Platform which facilitates targeted and personalised Web A/B testing that delivers results to enable businesses to make informed product decisions.

According to Liam Hutchinson, group director of product at ZALORA, they want to scale and democratise experimentation, enabling their entire team to explore and trial new ideas. He also added that with their mission to become a fashion and lifestyle super app for Southeast Asia, they need to deliver a more customer-centric experience, to which Optimizely’s platform will be a key enabler of.

“With Optimizely’s technology, we will be more impact-focused and empowered to make better product decisions on behalf of our customers thanks to experimentation and clearer impact measurement. Optimizely’s experimentation platform enables our teams to sharpen their decision-making skills, generate more quantitative insights at scale, and deliver a delightful customer experience,” Hutchinson said.

Meanwhile, Alex Atzberger, CEO at Optimizely, commented that with their dedicated teams throughout the region to offer a high level of expertise and support to all of their customers there, it is great to see notable brands such as ZALORA wanting to work with them.

“This is definitely a boost to our expansion efforts in the region and a recognition of Optimizely’s exceptional Experimentation Platform that can empower businesses in the region to make informed product decisions with accurate customer analysis. We will continue to establish our footprint in Southeast Asia and support businesses with our cutting-edge solution,” he said.

Hutchinson also added that with their partnership with Optimizely, they are further cementing their position as a regional fashion and lifestyle e-commerce leader to deliver more relevant, dynamic and personalised shopping experiences for their customers.

“We want to expand our ecosystem to provide other value-adding services with more content and engagement with new product portfolios and features. Personalisation and segmentation will continue to be our priorities with loyalty and customer retention as key focus areas. Optimizely will be a part of this exciting journey in measuring our success and helping us to drive an exceptional user journey in the region in the present and the near future,” Hutchinson concluded.

Platforms Featured Global

Freelance marketplace Fiverr launches new app experience for visual discovery

New York, USA – Fiverr, the global marketplace for freelancers has launched a new mobile experience for its mobile application focused on visual discovery and ideation. The new experience, called Inspire, is based on allowing customers to interact with the content on the platform by ‘liking’ it in their feed, and adding it to a mood board or list within the app for later reference.

Content within the Inspire feed is carefully curated based on customers’ recent searches and purchases on the platform, in order to create a highly personalized, one-of-a-kind experience where they are able to draw inspiration for current or future projects.

‘Inspire’ is designed to help customers discover the incredible talent that is available to them through Fiverr. In addition, it also serves as a means to discover the array of services and capabilities that can be beneficial to their business or project needs.

Speaking about the new mobile experience, Liron Markus, VP of product at Fiverr said, “Inspire is meant to be a place where this work can be celebrated, brought to life, and most of all, help visualize the endless possibilities and opportunities available on Fiverr. We are excited to see what kind of inspiration and ideas come from this new experience and to continue commemorating and recognizing the hard work of talented freelancers everywhere.”

‘Inspire’ is based on features of authentic output from freelancers, visual discovery on their feed, personalized feed, engagement and interaction, as well as app exploration.

To experience the new mobile experience, users would need to download the updated Fiverr app version on Google Play and iTunes.

Marketing Featured Southeast Asia

Indie creatives TSLA redesigns Singapore’s digital portal for heritage Roots

Singapore – Singapore’s National Heritage Board (NHB) has unveiled a revitalized brand and digital experience for its platform Roots, and independent creative agency The Secret Little Agency or TSLA is the creative brains behind the fresh highly aesthetic visual identity.

NHB is Singapore’s dedicated organization for the preservation of its cultural heritage and in 2016, it launched to provide added avenue and to digitize its heritage to make easier and closer the access for nationals on cultural assets.

The brand and user experience (UX) revamp was done in celebration of Roots’ 5th anniversary. TSLA pored over the site’s original web pages, conducting multiple focus groups across different user profiles to organize over 120,000 pieces of content into intuitive categories with the objective to improve delivery of content and facilitate a better user journey on the portal.

According to Norfaiz Noeryamin, manager for NHB’s Strategic Communications & Digital division, the revamped is designed to be a one-stop digital concierge that brings together content from across its line of heritage programs – its ‘National Collection’, ‘Heritage Trails’ and ‘National Monuments’ and other intangible cultural heritage from its inventory. The portal will also be integrating resources from other platforms like the National Library Board’s Infopedia and the Esplanade’s Offstage websites to facilitate information gathering. 

“With these enhancements, it is now easier than ever for everyone to discover the depth and breadth of Singapore’s heritage,” said Noeryamin.

Roots’ old logo vs. new logo

Aside from the general UX and UI (user interface), TSLA also improved the platform’s ontology functions where the remit also extended to integrated marketing. 

“You’re going through every artifact, article, photograph, and piece of content thinking there is so much here, and yet, Singapore is still in its infancy compared to older civilizations. To be able to build our Roots right and redesign how all generations access this treasure trove of heritage was an incredible experience for us,” said a spokesperson from TSLA Design.


Technology Featured Southeast Asia

DX agency Bray Leino Splash appoints new UX director, unveils three more hires

Singapore – The Singapore arm of digital experience agency Bray Leino Splash has announced four new hires for its country operations, including a new user experience (UX) director.

Jaffry Jalal takes the helm as Bray Leino Splash SG’s UX Director, who has previously worked with TBWA\Singapore and Havas as its UX design lead, and most recently a lecturer at Singapore Polytechnic. He has previously worked with brands such as Singapore Airlines, MasterCard, and Michelin to help them create digital products and immersive experiences.

“I’m excited BLS continues to invest in experience design capability and I’m thrilled to be at an agency who has the technical chops to bring good design to life,” Jalal stated.

Other hires include Kein Wai E, who joins as the agency’s technical project director and is from technology company Deltatre; Stephanie Holzhuber, who is the agency’s new senior account director and is from advertising agency Cheil Worldwide; and Jamie Phua as the new account director and is from ad agencies Y&R, TBWA, and Digitas.

Speaking about their appointments, Kien Wai stated, “Joining BLS Singapore is like a homecoming of sorts as the marrying of creativity with technology is definitely something close to my heart and that I’ve missed in recent years.”

Meanwhile, Holzhuber commented, “BLS is an agency who are able to deliver truly seamless customer experiences for their clients by bringing data, technology, and creativity together. I look forward to our exciting future ahead.”

Lastly, Phua stated, “In the last few years, It’s become apparent to me that the pillars of UX and technology are critical if agencies are to really help brands create relevant solutions for present-day consumers, so being able to leverage these capabilities at BLS is what excites me the most.”

These new hires are welcomed by BLS Singapore’s managing director Joshua Lee.

“Each of these hires has ‘runs on the board’ when it comes to connecting technology, creativity, and business results for their respective clients. I couldn’t be happier welcoming such wonderful talent to the team. Not only are they at the top of what they do, but they are passionate and hardworking to boot,” Lee stated.

Technology Featured Global

Growth management platform Insider launches new UX for enterprise marketer benefit

Singapore – Insider, a growth management platform, has announced the launch of a new design system that aims to deliver a consistent experience for enterprise marketers building cross-channel experiences.

Through the new user experience (UX), marketers can now find and use products based on use cases and goals such as product discovery, as well as easily understand all their cross-channel marketing efforts and monitor ROI metrics closely in a single dashboard.

Furthermore, the new UX can help create streamlined campaigns and delivery across channels like website, email, and push notifications to speed up execution, as well as easy tagging and filtering to organize campaigns, streamlined reports for faster insight discovery, and time-saving features to boost marketers’ productivity.

According to Muharrem Derinkok, co-founder and VP of product at Insider, the new UX responds to the major concern of marketers mulling whether they should invest in upgrading their UX, specifically for an enterprise setting. Insider hopes to break the impression among marketers that enterprise UX is “clunky, slow-to-load platforms that require significant training.”

“The underwhelming experience is precisely the ceiling we wanted to shatter with our fresh and thoughtful approach to designing our new platform. With over 25% of our 2020 roadmap invested in our design system – we’re thrilled to bring a breakthrough experience to enterprise marketers,” Derinkok said.

Another feature in the new UX is creating cross-channel journeys easier with another Insider product, Architect. Architect is an Insider product that helps marketers develop individual online channel journeys for consumers online to get them to buy a product by means of various online advertising platforms such as email marketing and Facebook ads.

“The new experience is further enabling brands to accelerate their time to market, leading to bigger, better, and faster results. Our clients have always looked up to us for taking bold steps in solving some of the most pressing problems of experience disruptors who are behind the growth of top global brands,” said Hande Cilingir, co-founder and CEO at Insider.

Clinger added, “We have helped our customers to deliver hyper-personalized and delightful experiences to their customers. It’s now their turn to experience the same intuitive experience in their daily workflows as we redefine what’s possible for enterprise marketing technology.”

Technology Featured Southeast Asia

From ambiguity to ground-up: how designers perceive change

Manila, Philippines – “Designing the overall digital experience while creating magic in the details.”

The phrase, defining interaction design as a separate entity of user experience design, is a perfect summary of how new experiences can be developed out of ambiguity, as explained in one of UXPH Conference 2020’s lightning talks titled “Designers as Enablers of Change”.

Presented by Daisuke Yukita, one of global design firm IDEO Tokyo’s interaction designers, the talk centers on the importance of creating meaningful designs that speak to customer experience and accessibility. Furthermore, Yukita stresses the importance of bringing the stakeholders on board to further understand the design process and achieve change.


“We should try as much as possible the stakeholders along the design process, and it’s not just the furnished parts, it’s also the messy parts. We need to learn to embrace that effort and time that it may take because it does lead to a bigger impact,” Yukita stated.

During the talk, he also narrates various instances that interaction design has led to a ‘golden age’ of small yet meaningful designs, from micro-features like Recycle Bin and right click, to more meaningful and interactive projects from ‘Remote High Five’ to creating a school from the ground-up.

While often met with ambiguous questions from clients on solving business problems, Yukita notes that most of them change from “I wish it was…” to “How it can be changed…”, all thanks to a diversity of effort.

“There are designers like interaction designers, communication designers, mechanical engineers, and business designers. It’s not just that, there are people from all sorts of backgrounds and careers, like physicians or musicians or food scientists. With these amazing people, we practice design thinking.”

Another key takeaway from the talk is that the design process is, and should be focused on the lens of the people.

“Always think in the lens of the people. When you create something new, you need to think of it from a business sense, which would be the viability; the technology lens, the feasibility, and the people lens, the desirability. You all make the key decisions with the people in the center of the design process.”

Daisuke Yukita, Interaction Designer at IDEO Tokyo

Yukita concludes his talk by adding that aside from taking stakeholders on board, designers must also provide rationale for future processes and create outputs that are distributive

MARKETECH APAC is an official media partner at the UXPH Conference 2020: Designers as Navigators of Change, which was held from November 14 to 15, 2020. 

Technology Featured Southeast Asia

UXPH 2020’s virtual conference makes UX/UI ‘open for all’

Manila, Philippines – User Experience Philippines (UXPH), a local-based non-profit organization that provides connections and resources to the local design community, has recently concluded its annual conference held online on November 14 and 15. 

The event was attended primarily by attendees from various sectors, ranging from UX/UI designers by profession, students, SME founders, and media practitioners.

Opened up formally by Aldrich Tan, UXPH’s managing director and CEO/co-founder of digital banking suite NextPay, Tan stated that the prime focus of the convention is to stress on the importance of collaboration and community in the design community.

“Our mission is to grow and nurture the Filipino creative community through sharing and collaboration, and raise the design standards and practices within our country; to help uplift the lives of our society. We envision an empowered culture where products and services are built mindfully and sustainably,” Tan noted.

The event was also graced with a short message from Design Center of the Philippines’ executive director Maria Rita Matute, in which she stressed the importance of designers as leaders of change.

“We as designers are called to lead the change for the better. It is time we show how we can use design and design thinking to pave the way forward, not simply towards a new normal but a better normal, a better forward, but we cannot do it as individuals [for] we are stronger together,” Matute stated.

Designers towards change and transformation

One of the prime topics being focused on in this conference is the importance of user interface and design towards change, breaking the norm, and moving towards the 21st century.

“Designers have the responsibility to share the skill that we have—this gift that we have to more people because ultimately what we, our skill as designers it’s not just to create change, it is to enable change,” Daisuke Yukita, senior interaction designer at IDEO Tokyo, a global design firm.

Yukita stressed in his talk titled “Designers as Enablers of Change”, that there are four points to note that design creates change:

  • compelling content that creates emotional impact 
  • tangible prototypes that generates momentum
  • authentic voices from users that propels decision making
  • unlock the creative potential of the people that we work with

On the other hand, Lisa Gokongwei-Cheng, SVP for digital transformation and corporate services at JG Summit, stressed the importance of digital transformation amongst businesses, whether a small-medium enterprise (SME) or a traditional conglomerate company.

“[Digital] transformation is not an end state, it’s a journey. We keep iterating our operational model as we learn. In a few months, we probably will learn a few more things, or realize that some of these [are] wrong. The point is to keep pivoting,” Cheng stated in her talk titled “Lessons in Digital Transformation in a Corporate Setting.”

Accessibility and democratization: the future of UX/UI

While UX/UI have strived over the years providing accessible interfaces to many products and services both in the physical and the digital world, there is still room for improvement of such prototypes that describes both practicality and futurism.

Julian Charles Serrano, an accessibility consultant at Catalyst International, discussed keystones of web accessibility which includes usage of accessibility guidelines, accessibility training, and testing or auditing.

“When you make your content accessible, you’re going to show everybody that you took your time to understand the needs of people with disabilities, and provide them with content that they need,” Serrano stated, stressing that blind and deaf people often rely with tools such as magnifying tools and text-to-speech reader to understand online content.

On another realm, Phil Balagtas, experience design director at McKinsey Design notes that the future fares better for the UX/UI world as digital transformation strategies have helped device new services such as AI-oriented vending machines or prototypes of modern-design PPEs and face masks.

“There is no one future: there are multiple futures and multiple possibilities that could arrive. Once we are able to map out those possibilities, we could prepare for different types of scenarios. We could use these to plan out our next agenda for today.”

Other speakers of the convention came from companies like Dropbox, Tokopedia, Eskwelabs, Shopify, IBM, and scores of others.

MARKETECH APAC is an official media partner at the UXPH Conference 2020: Designers as Navigators of Change, which was held from November 14 to 15, 2020.