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DoI-Designing for the next
billion internet users
by
Krishnesh Mehta
National Institute of Design
krushnesh@gmail.com
Which is the website that you like
the most
Which is the website that you have regularly
gone to for the last 3 years
WHY
What is the average e-com conversion rate
2.95 (3%)
At best
12% (40%)
THEN
Are we reaching the first billion?
Then what to...
Should the interface for the
First and Next billion be different
Each of the next billion is more varied
-different dialec...
What is the best Interface
NONE
-zero UI
thank you,
Q&A
SO why this talk
We are all interacting-interfacing
RE-LATING
Do we know
HOW?
The best strategy to compete,
is to…
avoid competition
And the best strategy to do that is to
innovate
And the best strate...
DO YOU,
WILL YOU,
EAT, DRESS
THE SAME EVERY DAY….
Then why does your interface…
Most of you might be expecting
case studies
But we will have NO case studies
instead, principles
WHY(copy)
Would you have ...
What is common among all billions
they are humans
What is common among them
why did nature put us here
WHY(copy)
What is DESI-GN….(design thinking)
Is it just about fashion and interiors
styling, aesthetics
beauty……
Put red here and bl...
Why
DESIGN……?
Why did need to design emerge?
Design emerged from an innate
urge of humans (nature) to make…
Things and situations…better and better
To improve the qual...
Of all the disciplines that exist today….
Only design has the capability
and the mandate to
make things and life better fo...
Is Design ART?
Design draws more from the ART
discipline…..
Which is primarily about self-expression
Whereas design is abo...
Let’s pose a very cognitive philosophy
Question
Would ‘design’/INTERNET/business
exist if there were
NO
Humans/PEOPLE?
For
Who ALL / What all
do we design interfaces/websites?
Who/What ALL
Can sense, perceive, appreciate and
DO design/lead/m...
If
HUMANS
Then
Why does DoI (design for internet)
not have any inputs on
HUMANS?
(Humans is about behaviour)
Design is all...
Isn’t business about transactions?
Is Maximizing Profits a transaction…
Is it humanizing…
What should you maximize….
Ever wondered why Love and
Passion is never out of business
Never need to advertise/lead people
to do that…
HOW…..WHY
Is i...
This requires that designers understand
The others….
…their needs
…their desires
…their behaviours
In their terms (95% cog...
Mentally,
DRAW a interface/website
And now...
IMAGINE a interface/website
And then...
FEEL & PERCEIVE a interface/website
What’s the difference……
Through what all do we Sense, perceive,
experience and Feel
SENSES through SENSIBILITIES
(brain/mi...
What is DE-SIGN….
A discipline that synthesizes, integrates to
Create the interface-communication
……..To make perfect sens...
How, through what, do we inter-act/face
with anything and everything
Design is putting together of the sensory
Stimuli…to ...
Do you know how
HUMANS
-mind, body, brain, spirit
WORK?
How YOU work, live……
Why do you feel at home at home?
(control, ow...
Design is then about
Strategically putting together of all the
contextually and intentionally relevant
sensory stimuli in ...
If sensing and feeling….
senses and sensibilities
Then it helps to know…..
How we sense, perceive, experience
feel –about ...
Can you ever CREATE (design)…..
….Experiences without experiencing
the experiences?
How do we experience?
Better solutions/decisions depend on
Emergence….
design
is not only about problem solving
Who all do not solve problems….....
Can you think of some exotic flowers?
Which of these stayed with you
and which
you rejected within 3 secs?
WHY….
Which of the following entices
WHY….
Do/Can/Are you
CARESSING the MINDS of
HUMANS?
What the mind caresses…
the memory FONDLES…
Do you SERVE or INSTIL……
or
Build… ….memories
…relationship
…romance, care, Love …..
….TRUST…
…Loyalty….
…attachment….
Do you build
RELATIONSHIPS……
Do you know….
How do humans behave…
Why they behave the way they do
What drives them?
What do they love being and doing
HO...
INTERFACE
teen cheeze sai chalti h
PEOPLE
PEOPLE
PEOPLE
Interface is played through
A series of FRAMES-touchpo
Each frame is equally importa
Each frame has to tell a stor
Continu...
Interface is played through
But the FACE is most import
What is your landing page
How fast …3 secs…
If you want to seduce billions..
How well can you make a FILM?
Write and direct a drama?
How well can you think what the
C...
If you want to seduce billions..
What is your MAIN business
WHY…..
What Unique Value/Worth are
you providing….
Why should ...
Points to consider….
What film would you like to make
What story do you HAVE to tell
What memory people like to make
What ...
What creates MAGIC…
Something that is
SPONTANEOUSLY
(ever new ever fresh-no BEST practice)
unanticipated
unimagine-able
(a...
How good are you at
ROMANCING?
(Will your &/or GF, BF, SS, SM, MBF, FMB
want you to copy how someone else
romances or do t...
Those small little things…
Notes in the socks, in the shaving kit, in the shirt,
In the deo kit….just small reminders..tha...
There is always something new
A new shoot, leaf, bud, flower, bees –serenading
Or smell…or oxygen
Now look at FACES….
THER...
So what will you read….
That’s what ails business and management t
You read serious stuff
And people like fun, play, roman...
How good are you at
CHOREOGRAPHING LO
Is it difficult….
CHOREOGRAPHING LO
We are wedded to…
….it is COMPLEX..
aren’t all humans…
…..not if you know and LOVE HUM...
WHAT DRIVES US
Is it different for the first and next billion…..
If you have Rs 10000/- which mobile will you buy
What abo...
WHAT DRIVES US
Not just FALL in Love
But
To STAY in Love
HOW?
How do our EYES see….
People
Movement
Brightness
High
Vivid Colour
Strong Pattern
Meaning and Combinations
Relative sizes ...
Behaviour change (how):
Fogg Model
Motivation
Ability
Triggers
Basic Emotions
E-motions
PRIMAL
Joy
Distress/Sorrow
Fear
Surprise
Anger
Disgust
DEVELOPED
LOVE
Guilt
Shame
Embarrassment
P...
SEDUCED?
Happy SeDUCES…
thank you…
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Ctrl+F5 Ahmedabad, 2017 - Designing for the next billion Internet users by Krishnesh Mehta

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The internet in India used to be centered in cities and accessed largely by the upwardly mobile. That is no longer the case. India is rapidly taking the internet to the bulk of its masses today. In this session, Krishnesh will address the challenges and factors to be considered in designing interfaces for new entrants – e.g. how to humanize interfaces with a focus on the type of device (touch vs voice vs keyboard), vernacular languages, gestures and more. This will be a partly exploratory exercise aimed at stimulating your thought processes as we decode the principles that make an interface have a higher impact.

Published in: Design
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Ctrl+F5 Ahmedabad, 2017 - Designing for the next billion Internet users by Krishnesh Mehta

  1. 1. DoI-Designing for the next billion internet users by Krishnesh Mehta National Institute of Design krushnesh@gmail.com
  2. 2. Which is the website that you like the most Which is the website that you have regularly gone to for the last 3 years WHY
  3. 3. What is the average e-com conversion rate 2.95 (3%) At best 12% (40%) THEN Are we reaching the first billion? Then what to talk of next billion….
  4. 4. Should the interface for the First and Next billion be different Each of the next billion is more varied -different dialects, language, cultures… Can there be a common among such diversity Is there one commonality…..
  5. 5. What is the best Interface NONE -zero UI thank you, Q&A
  6. 6. SO why this talk We are all interacting-interfacing RE-LATING Do we know HOW?
  7. 7. The best strategy to compete, is to… avoid competition And the best strategy to do that is to innovate And the best strategy to do that is DESIGN
  8. 8. DO YOU, WILL YOU, EAT, DRESS THE SAME EVERY DAY…. Then why does your interface…
  9. 9. Most of you might be expecting case studies But we will have NO case studies instead, principles WHY(copy) Would you have your style or copy other’s
  10. 10. What is common among all billions they are humans What is common among them why did nature put us here WHY(copy)
  11. 11. What is DESI-GN….(design thinking) Is it just about fashion and interiors styling, aesthetics beauty…… Put red here and blue here and add some Images….. Is it only about cosmetics….. ……OR…..
  12. 12. Why DESIGN……? Why did need to design emerge?
  13. 13. Design emerged from an innate urge of humans (nature) to make… Things and situations…better and better To improve the quality of life… Not just that….. but create dignity and bliss for ALL –the creators, consumers and the environment…
  14. 14. Of all the disciplines that exist today…. Only design has the capability and the mandate to make things and life better for all -because it is how the Internet- product / service- interfaces and interacts with the user
  15. 15. Is Design ART? Design draws more from the ART discipline….. Which is primarily about self-expression Whereas design is about Expressing for and influencing others…
  16. 16. Let’s pose a very cognitive philosophy Question Would ‘design’/INTERNET/business exist if there were NO Humans/PEOPLE?
  17. 17. For Who ALL / What all do we design interfaces/websites? Who/What ALL Can sense, perceive, appreciate and DO design/lead/manage…. HUMANS?
  18. 18. If HUMANS Then Why does DoI (design for internet) not have any inputs on HUMANS? (Humans is about behaviour) Design is all about HUMANIZING
  19. 19. Isn’t business about transactions? Is Maximizing Profits a transaction… Is it humanizing… What should you maximize….
  20. 20. Ever wondered why Love and Passion is never out of business Never need to advertise/lead people to do that… HOW…..WHY Is it humanizing…
  21. 21. This requires that designers understand The others…. …their needs …their desires …their behaviours In their terms (95% cognition –non-conscious) And also understand how to influence these… DESIGN RESEARCH –what and how, insight, DEVIANCE
  22. 22. Mentally, DRAW a interface/website And now... IMAGINE a interface/website And then... FEEL & PERCEIVE a interface/website
  23. 23. What’s the difference…… Through what all do we Sense, perceive, experience and Feel SENSES through SENSIBILITIES (brain/mind) Aren’t humans sensing/feeling beings? What is CONSUMED…..?...APPLE (touch)
  24. 24. What is DE-SIGN…. A discipline that synthesizes, integrates to Create the interface-communication ……..To make perfect sense What do we buy/consume (expectation/perception) It is sense, meaning making/giving activity
  25. 25. How, through what, do we inter-act/face with anything and everything Design is putting together of the sensory Stimuli…to create a sensory imprint… ………that is captivating Do you interFACE sensorily?
  26. 26. Do you know how HUMANS -mind, body, brain, spirit WORK? How YOU work, live…… Why do you feel at home at home? (control, own, care)
  27. 27. Design is then about Strategically putting together of all the contextually and intentionally relevant sensory stimuli in appropriate coherence and congruence to create the intended and desirable response and behaviour and experience /feeling/memory? Do your interfaces..………..?
  28. 28. If sensing and feeling…. senses and sensibilities Then it helps to know….. How we sense, perceive, experience feel –about brain/mind About our inner workings that reflect Outside? (culture/mythology/fantasy)
  29. 29. Can you ever CREATE (design)….. ….Experiences without experiencing the experiences? How do we experience?
  30. 30. Better solutions/decisions depend on Emergence…. design is not only about problem solving Who all do not solve problems….. It is about EMERGENCE not solving CONTEXT (be it first or next billion) + INTENT
  31. 31. Can you think of some exotic flowers?
  32. 32. Which of these stayed with you and which you rejected within 3 secs? WHY….
  33. 33. Which of the following entices WHY….
  34. 34. Do/Can/Are you CARESSING the MINDS of HUMANS? What the mind caresses… the memory FONDLES…
  35. 35. Do you SERVE or INSTIL…… or Build… ….memories …relationship …romance, care, Love ….. ….TRUST… …Loyalty…. …attachment….
  36. 36. Do you build RELATIONSHIPS……
  37. 37. Do you know…. How do humans behave… Why they behave the way they do What drives them? What do they love being and doing HOW do they like to be SERVED And interFACED….
  38. 38. INTERFACE teen cheeze sai chalti h PEOPLE PEOPLE PEOPLE
  39. 39. Interface is played through A series of FRAMES-touchpo Each frame is equally importa Each frame has to tell a stor Continue the story…..till…. The climax…and go on…and on
  40. 40. Interface is played through But the FACE is most import What is your landing page How fast …3 secs…
  41. 41. If you want to seduce billions.. How well can you make a FILM? Write and direct a drama? How well can you think what the Customer will think…or MAKE him think what YOU want…
  42. 42. If you want to seduce billions.. What is your MAIN business WHY….. What Unique Value/Worth are you providing…. Why should anyone LIKE you? How will you interact…IUI, PUI (UI, OUI, NUI are old fashioned)
  43. 43. Points to consider…. What film would you like to make What story do you HAVE to tell What memory people like to make What memory can you create/tickle What fun is missing in people’s life What unique romancing can you give What new choreography can you give
  44. 44. What creates MAGIC… Something that is SPONTANEOUSLY (ever new ever fresh-no BEST practice) unanticipated unimagine-able (apt+valuable)worth-more than paisa vasool creates memory repeated (Hence continuous innovation and fresh thinking)
  45. 45. How good are you at ROMANCING? (Will your &/or GF, BF, SS, SM, MBF, FMB want you to copy how someone else romances or do they value more when it is special and never before –and When it is a surprise) How do you keep APPEALING to each other? SENSES…sensuousness…do your services Create SENSUOUSNESS ……do they keep APPEALING….
  46. 46. Those small little things… Notes in the socks, in the shaving kit, in the shirt, In the deo kit….just small reminders..that you are being cared for-being taken care of--- Those small opportunities of spontaneous alertness Fun points, new info, new look, seductive styles Display COMPOSITION-food as painting Animation…fun… All this must be spontaneous-not done up-not copy,
  47. 47. There is always something new A new shoot, leaf, bud, flower, bees –serenading Or smell…or oxygen Now look at FACES…. THERE is LIFE DO your interfaces have LIFE …seduce, romance, serenade
  48. 48. So what will you read…. That’s what ails business and management t You read serious stuff And people like fun, play, romance, suspens SO… Shakespeare, Kalidas, Stanislavsky, Ru Gibran….mythology….certainly LIFE me RAS to HO…..romance to ho, love t FUN and PLAY to ho….
  49. 49. How good are you at CHOREOGRAPHING LO
  50. 50. Is it difficult…. CHOREOGRAPHING LO We are wedded to… ….it is COMPLEX.. aren’t all humans… …..not if you know and LOVE HUMANS
  51. 51. WHAT DRIVES US Is it different for the first and next billion….. If you have Rs 10000/- which mobile will you buy What about the next billion REWARD STATUS ACHIEVEMENT SELF EXPRESSION COMPETITION ALTRUISM
  52. 52. WHAT DRIVES US Not just FALL in Love But To STAY in Love HOW?
  53. 53. How do our EYES see…. People Movement Brightness High Vivid Colour Strong Pattern Meaning and Combinations Relative sizes and speed, etc. Contrast
  54. 54. Behaviour change (how): Fogg Model Motivation Ability Triggers
  55. 55. Basic Emotions E-motions PRIMAL Joy Distress/Sorrow Fear Surprise Anger Disgust DEVELOPED LOVE Guilt Shame Embarrassment Pride Envy Jealousy ……………MASLOW (Fear female/shame male) Sadness/happiness are moods
  56. 56. SEDUCED? Happy SeDUCES… thank you…

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