Basics of UX Design

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SHETALL NATUU

Design is the PROCESS of Creation of product for a
audience/user/customer

User profile, persona model
Dreams to write a short
stories book
Loves to ride her scooty to
nature and outdoor on
sat/Sunday with friends
Was gifted a MacBook pro
by dad. But loves financial
independence
Dreams and motivation
Short, chirpy, fun-loving, easy going, caring girl.
Modern upbringing, does not doubt people, but
not a blind believer.
Personality
Rucha Negi, 25, BCA, working in
Capgemini, lives in Hadapsar with her
younger bro and working parents
User profile

Design is the PROCESS of Creation of product for a user for a reason/goal to
achieve/to solve problem/ wow factor/ experience

COD
I want to bake a cake
for my mom’s
birthday
Scenario, buying process, customer journey
Problem
recognition
Information
search
Product choice
Brand choice
Purchase amount
Dealer choice
Purchase decision
Purchase time
Delivery boy
comes with POS
Post purchase
I will post my dish, save it
in my gallery for further
use, Shares it with friends
to flaunt her Sunday.
Likes and follows Vishal
Bhalla
Views alternate
choice
Chooses MORE in
Hadapsar because
he is closer to home
and she wants to
earn reward points
from membership
card

Design is the PROCESS of Creation of product
For a user
To fulfil a need or desire
In given context

Design has GOOD PRINCIPLES
it follow popular mental models

Good website/ application CONTENT PRINCIPLES
6
The company has to be REAL : place, people, team, call centre, help, contact, career,
growth, knowledge, information.
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6
The company has to be FAIR: in price, claim, promotion, service, return etc

6
The landing page should have the core offering with USP CLEARLY VISIBLE. This
can be repeated, in link form, across the site to develop scent of information.

6
Expert opinion should be part of your site The site should behave like a
AUTHORITY on the subject

6
References, testimonials, reviews and ratings makes the site TRANSPARENT
AND DEMOCRATIC

• The company has to be REAL : place, people, team, call centre, help,
contact, career, growth, knowledge, information.
• The company has to be FAIR: in price, claim, promotion, service,
return etc
• The landing page should have the core offering with USP CLEARLY VISIBLE.
This can be repeated, in link form, across the site to develop scent of
information.
• Expert opinion should be part of your site
The site should behave like a AUTHORITY on the subject.
• References, testimonials, reviews and ratings makes the site
TRANSPARENT AND DEMOCRATIC

Good website/ application INTERACTION principles
6
GOAL ORIENTED DESIGN task flow should follow used MENTAL MODEL

6
Clear and visible AFFORDANCE and CALL FOR ACTION

6
Good navigation should follow cues of psychical world

6
Learnability should be quick (simple site structure helps learnability). Use
of recognition should be applied rather than recall.

6
Freedom to go back, undo, delete, discover, help, search

6
Knowledge of status, what's happening, where am I, how long, where to go, how
further to go

6
Consistency in navigation path should be adopted. The path should have least no. of
clicks. It should not go back and forth.

Cognitive load, eye ball movement,
cursor path should be smooth as
possible

26
GOAL ORIENTED DESIGN task flow should follow used MENTAL MODEL
Clear and visible AFFORDANCE and CALL FOR ACTION
Good navigation should follow cues of psychical world
Learnability should be quick (simple site structure helps learnability). Use of
recognition should be applied rather than recall.
Freedom to go back, undo, delete, discover, help, search
Knowledge of status, what's happening, where am I, how long, where to go,
how further to go
Consistency in navigation path should be adopted. The path should have least
no. of clicks. It should not go back and forth.
Cognitive load, eye ball movement, cursor path should be smooth as possible.

Good website/application VISUAL DESIGN principles
6
VISUAL HIERARCHY of information should be maintained

6
CHUNKING of data should be practiced

6
GRID, and COLUMN should be consistent. Sentence should not be too long.

6
FONT FAMILY should be followed consistently throughout the site

CALL FOR ACTION should be affordable with color.
..

6
Serif font is difficult on digital and lengthy text is tough to read

6
Good stickiness is achieved by BASIC HYGIENE of a site ie readability
BOUNCE RATE decreases if the site is visually pleasing and comprehendible

VISUAL HIERARCHY of information should be maintained
CHUNKING of data should be practiced
GRID, and COLUMN should be consistent. Sentence should not be too
long.
Serif font is difficult on digital and lengthy text is tough to read.
FONT FAMILY should be followed consistently throughout the site.
CALL FOR ACTION should be affordable with color.
Good stickiness is achieved by BASIC HYGIENE of a site ie readability
BOUNCE RATE decreases if the site is visually pleasing and
comprehendible

Mind set of a designer
 Optimism
 Fail fast and fail first
 Empathy
 Iterate
 Look for inspiration in unexpected places
 Ask the right questions
 Embrace ambiguity

Creative Confidence
“CREATIVE confidence is the notion that you have big ideas, and that
you have the ability to act on them.”
David Kelley ,IDEO

Basics of UX Design

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