UX 101 by Ruthless UX

UX 101- A doers guide to UXMentored By | Shaheena Attarwala - Head of Design @ Wigzo Technologies

About Speaker

• UX Consultant

• Currently Head of Design at Wigzo Technologies

• Founder PurpleCube Design Studio (2009 - Present)

• Ex - Designer BookMyShow(2009) and Shaadi.com(2012)

• Ex - Co-founder & Design Head at Truss Networking(2014)

• UX Blogger at www.RuthlessUX.com@RuthlessUx

designs@purplecube.in09892777897

UI - Interface Elements UX- How a user gets. from point A to point B.

There are a very few known techniques that can precisely and consistently shape

a good uxKeep it simple / Relate to things people used to/ Learnt it anecdotally / via Experiment

Beauty is secondary

Utility Comes first | Beauty is secondary

masochistic teapot

Users resist change

E.g. Digg did a major UIchange and had a massive

user exodus. One Week>

Digg3.0>DiggApocalypse

Timeline changes / Homepage changes

Stage changes | Beneficial for your company

Users resist change

Fool them slowly rather than quickly

Make users feel smart (Salt&Pepper Rule)

Don't hide things in complexity in design.

Don’t take the liberty to go so wrong

Do basics right!

Don’t reinvent the wheel - Familiarity = Quick LearningFamiliarity in design makes for faster learning.

4 step to build a Good UX

Be Specific - Narrow it down

Build Accurate

Test

Simplify

Be Specific

Speeds up design and development time {Agile} Just get it out there

2. Building. Just start building. 3.4. Guides testing (Collecting data. Get all the data about how your user is using the app

andanalyze it. )5. Gives marketing individuals early insight into user acquisition

strategies6.

Narrow down number of variables for testing. Simplify. Simplify based off the data you'recollecting.

7. Saves Money8.

Keep Vision of Dream separate from NOW. Pick one Go with it! Focus on Now!

Pick one go with it

1. Narrow down to your exact target users and focus on doing well there. Make your scope very specific (specifically your first adopters) e.g. Amazon started as an online marketplace for new books. Google was only search.

Why Focus?

Pick one go with it! Killing with one thing and then grow!

Who are you?

Make it easy for people to identify with your brand

User PersonasSketch out what your users are like

Build - Define User JourneyIterate. Speed is the king

1. User Personas

2. Identify Journey

3. Solve Journey problems and errors

4. Identify loopholes

5. Identify use cases

6. Identify dead ends and escape hatch

Stop Thinking!Keep Building!

Keep Iterating!Speed is the king!

Iteration is the King!

Tools

The Right Way To Do Innovation: Fail Early, Fail Fast, Learn Cheaply

With smartphones becoming ubiquitous, especially among the educated urban upper-middle class Indians, Myntra was betting that its customers would accept the loss of the web option in return for greater user experience

Understand Users! Do research!May 2015

● Mobile accounts for 70-80% of

e-commerce traffic today.● Forcing users to

download theapp and shutting out rivals.

● Within 9 months reopened its mobile site

Majority of our daily media interactions are screen based

Flipkart is not going completely app-only. It has reintroduced a mobile web option - something it had discontinued in March. 2015

● Amazon quickly took advantage. Thanked consumers for making it the most visited ecommerce site in India.

● Billion Day sale

1.Browsing on the desktop is much more easier than on mobile app

2.Sorting and applying filters may be difficult on app

3.No more choices, you are just trapped

4.Mobile device and mobile internet

limitations

5.Competitors are on Multiple platforms, user may switch easily

@RuthlessUx

Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August 2012

Majority of our daily media interactions are screen based

Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August 2012

Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August 2012

Computers keep us productive and informed

Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August 2012

Smartphones keep us connected

Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August 2012

Tablets keep us entertained

Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August 2012

Sequential - There are two modes of multi-screeningwww.RuthlessUx.com

Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August 2012

Sequential screening is common &mostly completed within a day

Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August 2012

Smartphones are the most commonstarting place for online activities

Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August 2012

PCs are most often a starting point formore complex activities

Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August 2012

www.RuthlessUx.com

Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August 2012

Smartphones allow us to shopat home or on-the-go

Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August 2012

Spontaneity plays a major role in shoppingSpur-of-the-moment vs. Planned shopping

Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August 2012

We often move from one screento another while shopping

www.RuthlessUx.com

Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August 2012

Consumers take a multi-device path to purchase

Learning your users to increase user base

It is also clear that Tinder is trying to position itself as much more than just a hookup app.

People are never going to learn enough.People are never going to be beginners.

People will always be learning.- Allan Cooper

Make it simple enough. Discoverability is a great tool for learning.Humans are hardwired and naturally intuitive to things that resonate

totheir gut

“Good idioms are learnt easily”

https://www.heromotocorp.com/en-in/reach-us/product-enquiry

USER ONBOARDINGwww.RuthlessUx.com

www.RuthlessUx.com

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DESIGN THINKING

Design thinking is a user-centered approach toproblem solving.Empathy is key.

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Gmail introduced “Labels”

● Huge data● Irrelavant

folders● Eventually

search becomes inevitable

Visual Feedback

Guide users | Help | Intervene

Miss Universe 2015

Photo Courtesy: http://www.rickshawchallenge.com/wp-content/uploads/2016/02/money.png

Good Information Design

Public AdaptabilityGovt Sites | Public Utility Machines

Public AdaptabilityGovt Sites | Public Utility Machines

Photo Courtesy: http://www.thehindu.com/multimedia/dynamic/01606/TH03_METER_1606190f.jpg

Public Machine Designs

Public Place Design - Doors

Public Place Design - Doors

“Doors do not need an instruction manual they should simply be “KISS” – Keep it Simple and

Stupid”

“Doors do not need an instruction manual they should simply be “KISS” – Keep it Simple and

Stupid”

Public Place Design - Washroom

Objects of Daily usage

Keep innovating - The foreplay of AI and User Experience

THANK YOU!!!

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