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User Experience Design Analysis Using Lean UX Method

Conference Paper · September 2021

DOI: 10.1109/CITSM52892.2021.9588905

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 USER EXPERIENCE DESIGN ANALYSIS USING LEAN UX METHOD
1st Nur Aeni Hidayah 2nd Zulfiandri
Faculty of Science and Technology Faculty of Science and Technology
State Islamic University Syarif State Islamic University Syarif
Hidayatullah Hidayatullah
Jakarta, Indonesia Jakarta, Indonesia
nur.aeni@uinjkt.ac.id zulfiandri@uinjkt.ac.id
4th Yusuf Durachman
Faculty of Science and Technology
State Islamic University Syarif
Hidayatullah
Jakarta, Indonesia
yusuf_durachman@uinjkt.ac.id
Abstract— Bizmeth is an Android-based application that
was created with the aim of making it easier for users to build
the widest possible business network quickly and easily. Based
on the results of observations, it was found that there was a
negative response from users related to the experience when
using the application both through application comments on
Google Playstore and through admin, a decrease in the number
of users with the number of installed users as many as 34 and 19
unisntall users, and it was found 6 features that are not yet
according to what user needs. In applications, generally there is
an interface that makes it easy for users so that they can be used
as needed. Based on these findings, the researcher conducted a
study to design the UI/UX of the bizmetch application in order
to meet user needs. The method used is Lean UX. The design
process occurs 2 times iteration, in the first iteration it produces
71% positive comments and 29% negative comments, in the
second iteration it produces 100% positive comments indicating
that the user has received the application interface and the new
system flow. The results of this research are in the form of a
prototype design of the application that can be used by
developers to improve the user experience of the application.
Keywords—User Experience, User Experience Design,
Focus Group Discussion, User Interview, Lean UX.
I. INTRODUCTION
Bizmetch is an Android-based application that was built
with the aim of making it easier for users to build a business
network quickly, with the hope of making it easier for users,
namely small to large entrepreneurs, to build the widest
possible business network, market products and advertise
their products and business. Based on the results of
observations, after 6 months since the application published,
it was found that problems such as negative user comments
related to the experience felt while using the application in
the Playstore comments column, and Google Analytics
statistics which showed a decrease in the number of
application users.
This relates to the user experience. Providing a good
experience for users is the main objective, of course, after the
product can be used. Often the UI/UX is the determining
factor whether the user is willing to continue using the
product or not. UI/UX is also part of branding. So do not be
surprised if UI/UX development should get more attention so
that the product's lifespan lasts a long time. With the aim of
providing good quality service and making it easier for users,
such as an attractive appearance, easy to understand and most
importantly making users feel satisfied and comfortable in
using the application [1].
3rd Ahmad Rafiiuddin
Faculty of Science and Technology
State Islamic University Syarif
Hidayatullah
Jakarta, Indonesia
ahmad.rafi14@mhs.uinjkt.ac.id
5th Eri Rustamaji
Faculty of Science and Technology
State Islamic University Syarif
Hidayatullah
Jakarta, Indonesia
eri.rustamaji@uinjkt.ac.id
Based on the above findings, bizmetch held a focus group
discussion (FGD) on August 5, 2020, where researchers
obtained permission to take part in the FGD. This FGD was
held with the aim of mapping the problems faced by users and
looking for solutions based on the input and expectations that
users expect.Based on the results of the FGD it was found that
there were 3 problematic features and 3 features that users
needed in the application.
Marcin trader in his book entitled "UX Design for Startup"
reveals an example that emphasizes the growing importance
of User experience design, namely O2's refusal to sell
Blackberry Playbook, due to problems with user experience.
"Design the user experience on your product carefully or you
will kill the product before the user touches it". From the
statement expressed by Martin Treder, describing the
importance of designing a mature User Experience Design to
make users feel comfortable and continue to use the products
[2].
Based on the findings of the problems and the observation
data above, the researcher felt the need for a study to analyze
the user experience design in the bizmetch application which
was based on what the users wanted and needs.
To do an user experience design, there are several methods
that can be used as a basis for conducting user experience
research. Like the method the researchers chose, the Lean UX
method proposed by Gothelf 2013 [3].
II. LITERATURE REVIEW
A. Analysis and Design
Analysis is an activity that aims to evaluate a system
based on the description of problems, obstacles or systems
that are not working according to their function, the definition
of design is the system development phase which defines how
the system will do what it has to do to get a solution to
existing problems [4].
B. Aplication
The definition of an application is a program that is ready
to use which is made to carry out a function for application
service users and the use of other applications that can be
used by a target to be addressed [5].
C. Business to Business
Business to business, also called B2B is a form of
business-to-business transaction, business that is carried out
between one company and another [6].
 The 9th International Conference on Cyber and IT Service Management (CITSM 2021)
D. User Experience
A science that focuses on designing the end-to-end
experience of a particular product. Designing experiences
means planning and acting on a specific set of actions, which
must result in a planned change in the behavior of the target
group (when interacting with a product) [2].
E. User Experience Design
According to Insap Santoso, quoted by Faishal [1], User
Experience Design is a series of processes to design a user
interface based on the user experience. To design a system
requires a research based on user experience (user experience
research).
F. Focus Group Discussion
Focus group discussion is a group discussion with 6-10
participants. The purpose of conducting a focus group is to
best understand how people feel about a problem / issue
related to the experience of using a product or service [7].
Focus groups can be a powerful tool but they shouldn't be the
only source of information about user behavior [8], findings
should be validated and acted upon, either by quantitative or
other qualitative methods [7].
G. User Interview
User interviews are conducted in private. Like Focus
Groups, User Interviews also provide qualitative user
feedback, however, the results are richer, deeper and focus on
insight which is free from group influence, basically
interviews can be used to confirm and follow up on previous
findings [7]. User interviews tend to be used frequently in
Lean and Agile environments, and that is the reason why this
study uses user interviews because they are in accordance
with the Lean UX design method [8].
H. Lean UX
The method used in this research is Lean UX proposed by
Gothelf 2013. Lean UX emphasizes the nature of the product
to be made so that it has a fast success rate by minimizing the
emphasis on documentation, but still focusing on the level of
user understanding of the experience [3]
The Lean UX method has 4 cycles of stages, Declare
Assumptions, Create an MVP, Run an Experiment, and
Feedback and Research as can be seen in Figure 2.1.
Figure 2.1 The stages of the Lean UX Method
III. RESEARCH METHODOLOGY
A. Data Collecting Method
1) Literature Study
Bengkulu, September 22-23, 2021
The literature study was conducted to find references to
the supporting basic theories needed in conducting this
research.
2) Observation
Observations were carried out for 2 months, starting from
1 June 2020 to 30 July 2020, carried out directly at the PT
Bizmetch Inti Globalindo office which is located at Komp.
Rukan Royal Sunter, Special Capital Region of Jakarta.
3) Focus Group Discussion
From the results of the interviews that the researcher had
conducted at the beginning of the study using the focus group
discussion method, it resulted in 3 problematic features that
made the user uncomfortable, and 3 features that the user
needed to have in the application.
4) User Interview
Based on the results of the FGD findings, the researcher
follows up on these findings by conducting a user interview
with 3 users as representatives, based on the results of the user
interview, the researcher can conclude:
1) Need to make improvements to 3 features:
a. Registration Feature
b. Instant Match Feature
c. Upload Product Feature
2) It is necessary to add 4 features:
a. Delivery Features (Option to Use Personal Logistics)
b. Billingual Features (English/Indonesian)
c. Business Profile Settings Feature
d. Application Usage Guide Features
B. User Experience Design Methods
1) Declare Assumption
Declare assumption is the initial stage of the Lean UX
method. This stage is divided into 4 sub-stages, Problem
Statements, Hypotheses, Proto-persona and Collaborative
Design.
• Problem Statement
At this stage a statement will be made containing the
problems faced by the user and what are the potential
solutions to the expectations that the user expresses.
• Hypotheses
Next is the hypothesis of the assumptions that have been
made. In the hypothesis there is a statement that is believed
to be true with various possible feedback from the user.
• Proto Persona
In this sub-stage, a proto-persona will be created as a
representation (model) of the user who will use the
application.
• Task Analysis
In this sub-stage, the task analysis or task list is made as a
description or representation of the system features and flows
that will be created based on the data in the user persona.
• Collaborative Design
In this sub-stage, the making of collaborative design is at
the low-fidelity prototype level in the form of a sketch of the
 The 9th International Conference on Cyber and IT Service Management (CITSM 2021)
Bengkulu, September 22-23, 2021

application design as a framework with reference to the flow
previously made in the task analysis.
2) Create an MVP
In this stage the making of a minimum viable product
(MVP). At the high fidelity prototype, MVP is a result that
describes a hypothesis.
3) Run an Experiment
This stage for conducting experiments on the MVP that
have been made. This experiment was carried out
independently and involved one of the existing stockholders.
4) Feedback and Research
This stage is for validating the MVP to users by testing.
Usability using the thinking-aloud method [9], and will be
analyzed using verbal metrics behaviour analysis [6].
• Thinking Aloud
Think Aloud is a method for testing a system that involves
users or end users by means of verbalization which is
recorded continuously on what users feel and think when
using a system. User verbalization allows the observer to
interpret the problematic part of the interface.
• Metric Verbal Behaviour Analysis
Furthermore, user feedback analysis will be carried out
using verbal behavior metrics [10]. This verbal behavior
analysis compares positive and negative user comments with
a percentage so that it can be seen whether users comment
more positively or negatively.
IV. ANALYSIS AND DESIGN
A. Declare Assumption
1) Problem Statement
this application and what
they do.
2) Hypotheses
TABLE II. LIST OF HYPOTHESES
It is stated correctly when the registration process is
made briefly with a good flow and concept which will
H1 make it easier and more comfortable for users to use
the application.
Stated true when the concept of instant match is made
based on simple and general parameters it will make
H2 users feel easy and comfortable in using the
application
Stated correct when the product unit selection form is
made clearer by removing one of the forms it will
H3 make users feel easier and more comfortable in using
the application
It is stated right when there are additional shipping
options with personal logistics, it will make users feel
H4
easier and more comfortable in using the application
It is stated correctly when the English/Indonesian
language selection feature will make users feel easier
H5
and more comfortable in using the application
Stated true when the business profile setting feature
will make users feel easier and more comfortable in
H6
using the application
It is stated correctly when the guidance feature will
make users feel easier and more comfortable in using
H7
the application

TABLE I. LIST OF USER ASSUPMTION

3) Proto Persona
Features Assumption Potential Solutions

Rated too long, too much The registration process is

Registration to fill and takes a lot of made simpler and shorter
time.
Data against business is
The fulfillment of its
not fulfilled, which
business opponents
Instan Match makes users feel
according to the user's
disappointed so that they
business needs
no longer trust this
application
Clarification of the unit
Upload There is a choice of
form (deleting options
multiple product units Fig. 1. Proto Persona
Product where there is no data)
that make users confused
An option was made to 4) Task Analysis
use private delivery
Need to add shipping
logistics. (optional option, TABLE III. REGISTRATION TASK ANALYSIS
Delivery options with personal
more useful for large-
logistics Feature Task Steps
scale companies)

The need for an Created a menu to set Registration Register a new 1. Fill in the representative
Bilingual Indonesian language language usage. account. registration data
selection feature 2.Step 1 fill in what products are
Made a feature for setting usually sold (to get suggestions
Business The need for a business from buyers)
business profiles
Profile Settings profile setting feature 3. Step 2 select the buyer
business type that you want to
Made a general
Guide Users feel they do not match
application guide feature
know what features are in 4.Step 3 fill in the form what
product you are looking for (to
 The 9th International Conference on Cyber and IT Service Management (CITSM 2021)
Bengkulu, September 22-23, 2021

get suggestions from sellers /

suppliers)
4. Step 4 select the supplier
business type that you want to
match
6. Step 5 fill out the business
profile data form
7. Step 6 set the business
location
8. Go to the home page

TABLE IV. INSTANT MATCH TASK ANALYSIS

Feature Task Steps

Instant Get suggestions from 1. Go to home

Match sellers and buyers (by 2. Obtain data on business
system) opponents based on data from
step1 to step 4 in registration

TABLE V. UPLOAD PRODUCT TASK ANALYSIS

Feature Task Steps

Upload Add Product 1. Go to the add product page

Product 2. Fill out the form provided
3. Select the units of the
product. Fig. 2. Low Fidelity Prototype

B. Create an MVP
TABLE VI. CHOOSE DELIVERY METHOD TASK ANALYSIS
Feature Task Steps

Delivery Choose the shipping 1. Enter the manage profile

logistics you want to menu
use 2. Select the shipping tab
3. Choose personal logistics

TABLE VII. BILLINGUAL TASK ANALYSIS

Feature Task Steps

Choice of Choose the language you 1. Enter the settings page

Language want to use 2. Select the language
menu
3. Select the language
you want to use

TABLE VIII. EDIT BUSINESS PROFILE TASK ANALYSIS

Feature Task Steps

Edit Manage change and 1. Go to the manage profile

Business add company data page
Profile 2. Select the Business Profile
menu
3. Edit business profile data

5) Collaborative Design

Fig. 3. High Fidelity Prototype

 The 9th International Conference on Cyber and IT Service Management (CITSM 2021)
Bengkulu, September 22-23, 2021

C. Run an Experiment
The experiment was carried out independently and Feedback & Research
together with the internal Bizmetch team. This experiment 100%
was conducted to ensure that the prototype was running well
and without any misconceptions. 50%
TABLE IX. THE RESULT OF RUN AN EXPERIMENT 0%
No Task
Result Prototype Testing
1. Registration
Succeed Positive Response Negative Response
Succeed
2. Instant Match
Fig. 4. Metric Verbal Behaviour
Succeed
3. Upload Product
In H1, users think that the display of the information
Succeed text is too small so it is less comfortable when reading it,
4. Delivery
the user wants the information text to be thicker or slightly
Succeed
5. Billlingual enlarged. In H2, users think that the appearance of a round
Succeed profile photo in the instant match section makes the
6. Business Profile Settings profile photo looks small, the user wants the profile photo
7. Guide
Succeed to be made into a square shape so that the company logo
is looks bigger. Based on the results of feedback and
research, input from the user is found which will be used
D. Feedback and Research as a basis for improving the prototype in the second
iteration.
TABLE X. THE RESULT OF FEEDBACK AND RESEARCH
E. Declare Assumption Second Iteration
User
No List of Hypotheses Feedback 1) Problem Statement

It is stated correctly when the registration process is TABLE XI. LIST OF SECOND ITERATION ASSUMPTION LIST
made briefly with a good flow and concept which will Negative
H1
make it easier and more comfortable for users to use
the application. Features Assumption Potential Solutions
Stated true when the concept of instant match is made
based on simple and general parameters it will make Negative Text information is too Text is bolded or slightly
H2
users feel easy and comfortable in using the Registration small, so it is a bit enlarged.
application uncomfortable when
Stated correct when the product unit selection form is reading it.
made clearer by removing one of the forms it will Positive The shape of the profile The shape of the profile
H3
make users feel easier and more comfortable in using photo on the instant photo is made into a
the application Instan Match match is round so that the square so that the logo is
It is stated right when there are additional shipping logo is cut off and looks not cut off and looks big.
Positive small.
H4 options with personal logistics, it will make users feel
easier and more comfortable in using the application
It is stated correctly when the English / Indonesian 2) Hypotheses
Positive
H5 language selection feature will make users feel easier
and more comfortable in using the application TABLE XII. LIST OF SECOND ITERATION HYPOTHESES
Stated true when the business profile setting feature
Positive
H6 will make users feel easier and more comfortable in Being declared correct when the size of the text
using the application information is enlarged or thickened will make it easier
It is stated correctly when the guidance feature will H1 and more comfortable for the user to use the
Positive application.
H7 make users feel easier and more comfortable in using
the application
Stated right when the profile photo is made into a
square, it will make it easier and more comfortable for
1) Thinking Aloud H2
the user to use the application.
From the test results with the thinking aloud method,
the ratio of comments/ratings is 19: 2, with the
presentation using the verbal behavior metric 71% 3) Collaborative Design
positive assessment and 29% negative assessment, the
user gives negative ratings on H1 and H2.
 The 9th International Conference on Cyber and IT Service Management (CITSM 2021)
Bengkulu, September 22-23, 2021

3) In the second iteration of feedback and research, the user

provides positive comments on all hypotheses with a
percentage of 100% positive comments, which indicates
that the user has received good suggestions for the new
display and system flow.

B. Suggestions
Fig. 5. Low Fidelity Prototype Second Iteration The research that the author has done is inseparable from
weaknesses and weaknesses. Therefore, for further
F. Create an MVP Second Iteration
application design and development, it is necessary to pay
attention to the following points:
1. It is recommended to use design assessment techniques
such as performance measurement, in order to obtain an
assessment based on more specific usability parameters.
2. The use of other tools in making designs such as sketches
and prototypes such as InVision or Visio.
3. The results of this study can be used as a reference for
developers to improve the user experience of the
application.
REFERENCE
[1] A. A. Faishal, “analisis dan perancangan user
experience design aplikasi sewa jasa tour guide
Fig. 6. High Fidelity Prototype Secon Iteration menggunakan metode discovery, formative dan
evaluative,” Univ. UIN Syarif Hidayatullah, pp. 1–121,
G. Run an Experiment Second Iteration 2015, doi: 10.1086/597550.
After the researcher conducts the experiment by trying the [2] M. Treder, “Ux Design for Startups,” p. 127, 2015.
prototype independently, it can be ascertained that the [3] J. Gothelf, Lean UX. 2013.
changes to the prototype are in accordance with the wishes of [4] P. Anugerah, “Analisa Dan Perancangan Sistem
the user. Informasi Pemasaran,” Univ. Mercu Buana, no. 18, pp.
1–10, 2014.
H. Feedback and Research Second Iteration
[5] J. Andi, “Pembangunan Aplikasi Child Tracker
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) Dengan Platform Android,” J. Ilm. Komput. dan
User Feedback
No List of Hypotheses Inform., vol. 1, no. 1, pp. 1–8, 2015.
Being declared correct when the [6] M. S. Glynn and A. G. Woodside, Chapter 1
size of the text information is
Positive Introduction to Business-to-Business Marketing
H1 enlarged or thickened will make it Management : chapter 1 effective business-to- business
easier and more comfortable for
the user to use the application. brand strategies : introduction to business-to- business
Stated right when the profile brand managemenT, vol. 15, no. January. Elsevier,
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Positive 2012.
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comfortable for the user to use the
[7] F. Kanji, “Ux research & testing techniques,” vol. 44,
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[8] J. Nielsen, “User Interviews: How, When, and Why to
Conduct Them,” https://www.nngroup.com, 2018.
V. CONCLUSION AND SUGGESTION [Online].Available:https://www.nngroup.com/articles/
A. Conclusion user-interviews/. [Accessed: 10-Mar-2020].
Based on the results of this study it can be concluded: [9] J. Nielsen and Nielsen Norman Group, “Thinking
1) This study succeeded in designing the appearance of the Aloud: The #1 Usability Tool,” www.nngroup.com,
Bizmetch application in the form of a high-fidelity 2012.[Online].Available:https://www.nngroup.com/arti
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2) In the first iteration the results of feedback and research 12-Jan-2021].
by testing the hypothesis directly with the user and [10] T. Tullis and B. Albert, “MEASURING THE USER
resulting in 71% positive comments and 29% negative EXPERIENCE,” p. 318, 2013.
comments or input in H1 and H2, which indicates that the
design needs to be done in the second iteration.

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