Often times, in qualitative research we default our choice of research method to IDI or in-depth interviews. It is relatively safe. We talk to people, we get some ‘deep insights’ from what people say, and we get what to ask our so-called research questions.

But IDI can only uncover so…


Have you been in a situation, where you couldn’t really understand what the presenter is talking about because he is using lots of jargons or concepts you are not familiar with?

Or are you that presenter? Then you are cursed.
As Chip and Dan Heath wrote in Made to Stick


On 25–26 September 2019, the team at Somia Customer Experience organized the first Service Design Indonesia conference (SDID19). Over a hundred service design enthusiasts from the region, including Indonesia, Singapore, Malaysia, Thailand, and Australia, attended the two days event that was held in Jakarta Design Centre. …


On 18 July 2019, Somia Customer Experience organized the first service design meet up in Jakarta, Indonesia. The warm and cozy evening was attended by about 50 enthusiasts, showing growing interest and enthusiasm towards the topic of service design.

There were three key experiences of the night:

  1. Coffee experience powered…


This morning, as I sat on my dining table having my breakfast overlooking our backyard, I felt grateful. Just that, how simple things can bring joy to life. Yet, it got me thinking. Is it right to feel content? Does content mean we no longer have the hunger to pursue…


Customer needs with financial services may not have changed over the past decades — people still want to keep their money save, transact with others, get extra fund to support their lives, or get more return for their capital. However, with the growth of technology adoption by customers in different…


Conducting user research in the field where we can directly observe, engage, and immerse ourselves in the users natural environment can bring a lot of benefit to the design process. To make the best out of field research sessions, there are a couple of things we need to carefully consider…


If you are in Indonesia, you would have at least heard of Go-Jek — and its food delivery service, Go-Food. I am one of the many people who have used Go-Food and enjoyed the convenience it offers. As I don’t cook much at home, our little family tends to order…


Looking back to more than a decade ago, I can see my naive self eager to make a difference and make an impact through experience design. …


Two days ago, I received an SMS from my credit card provider that they have not received my payment and notified me to pay it by yesterday, else my card would be blocked.

Ah darn, I forgot to make the payment as I was overseas in the past few weeks…

Ketut Sulistyawati

an experience designer / a balinese / an emotional creature / somia cx

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