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Presenter: Pallayya Batchu

1. Examples taken to set context

– Apple, UBER & Amazon – Leaders in their own industry

a. Great Service, Simplified User Interface, Product’s ability to discover them, read opinions, Fast Delivery, On-Time, known for their Service.

b. Uber – right experience, ability to wow customers

c. Apple – Delivers great experience to the user right from the application to the packaging. There is an aura around Apple products. People even love the boxes in which their product is delivered. That is complete experience….

2. UX is good usability, desired usability

3. Advantages –

Satisfied users, long term customer relationship, enhancing user trust in system, decreased user errors, reduction in complaints, decreases user concerns in using product and decreased customer support cost

4. Some KPIs on how to measure UX – We can start with one or two of these depending on timing or the importance of the project

a. User Happiness Index – user surveys to understand how happy users are

b. UX Escalations – Tracking the number of escalations with UX Root Cause

c. Scenario Efficiency – Checking how efficiently is the experience provided on lines of simplicity, ease of use and flow etc.,

d. Data Quality – Index based on re-work or errors VS active assessment, products tailored as per customer needs

e. Training – Costs on training new users or re-training existing users

f. Agility – time to respond – qualitative index score based on actual time spent against the target time for the user activity

g. Time saving – reduce screens & clicks, speed of system, provide hypothetical value so agree adjustment factor

5. Relationship between UI and UX??

Information provided on the UI should be easily understood, usable,  and simple enough to access.

6. UX is not UI

     a. Some examples how UX is typically seen

          i. Interface Design

          ii. Visual Design

     b. Some examples how UX wants to be seen along with above

          i. Face to face interviewing

          ii. Field research

          iii. Accessibility

          iv. Interaction Design

          v. Usability

          vi. Prototyping

          vii. Presenting and speaking etc.,

7. Usability in simple is effectiveness, efficiency and user satisfaction, it is harmonic interaction between user and product in a specific context.

8. UX is about who is our user base, how are we doing to understand them and provide them the experience that they are looking for in our product 9. Emphasis is on experience and its beyond the design. Not the website only. Ex: If we are developing a website and not providing functionality to search the products, then the whole purpose is lost here.

10. Ex: Refrigerator is generally called a Kitchen Appliance but there can be users who search for it in Home Appliances…It goes beyond the taxonomy of the way we structure our information

11. Design Thinking

     a. It’s a methodology, problem solving approach or process, creativity approach that is user centered and brings design into the business world building           on top of the traditional design skills/process.

     b. Nothing new topic, its amalgamation of lot of things happening in outside world

     c. Every person has own view point on same idea, getting these difference views and getting a consolidated view of the idea is important

     d. Prototyping the ideas is also needed. Prototyping provides perspective on how does it look….

     e. Ex: Personas and FIORI was produced during workshops with customers by SAP.

     f. Designers for example in civil engineering or automobile engineering world, do prototyping of things

12. Process of Design Thinking involves

     a. Empathize – see the opportunity to improve some aspect of experience for the users. Understand what the users need.

     b. Defining the Idea – there should be an idea to start. This can also be problem statement derived from some of the user interactions on how well they are      able to use the product. What is more important here is the problem, not necessarily the outcome.              

     c. Ideate – Without confining to the traditional design principles of specific domain/skill set, we should brainstorm the possible ways of solving the problem           of the user. The point here is not about latest technologies but it is rather listening to the problems and thinking out of the box for the user needs.

     d. Prototype the thoughts for solution of the idea. Show to end user, take feedback and refine iteratively.

     e. Test the prototype – have the users use and give feedback

13. Design thinking attributes

     a. Ambiguity – Being able to work in grey areas, when there is no clear cut answer or when things are unclear or even there is not answer.

     b. Constructive  – building new ideas on top of old ones

     c. Curiosity – Interested in things that we don’t understand and ability to perceive things with fresh eyes

     d. Empathy – Understand customer needs from their point of view

     e. Holistic – Looking at the big picture

     f. Iterative

     g. Non-Judgmental

     h. Open Mindset

14. Design process starts with User Research – gather requirements, observations, interviews, studying natural habitat, likes/dislikes, thinking style etc.,

Wow, this was an amazing one and I hope it’s also the same experience for folks reading this. As Technical folks we get carried away with technologies however what is important to note is that we are not only delivering functionality to the end users but a complete experience!!

Cheers,

Swapna.

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  1. Ranga Davala

    Hi Pallaya, Awesome presentation on user experience and design thinking. It provided lot of insights..Thank you very much.

    Along with Technology, it is important to focus on how effective the visual design should be and easy to operate. On a funny note, 😉 even if the user is drunk he should be in a position to access the Site/App, order another one or a book a cab to go 😆 . Thank you. regards, Ranga Davala

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