1.
UX 101- A doers guide to UX
Mentored By | Shaheena Attarwala - Head of Design
@ Wigzo Technologies

2.
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.in
09892777897

3.
UI - Interface Elements
UX- How a user gets.
from point A to point B.

4.
There are a very few known techniques
that can precisely and consistently shape
a good ux
Keep it simple / Relate to things people used to/ Learnt it anecdotally /via Experiment

5.
Beauty is secondary

6.
Utility Comes first | Beauty is secondary
masochistic teapot

7.
Users resist change
E.g. Digg did a majorUI
change and had a massive
user exodus.
One Week>
Digg3.0>DiggApocalypse
Timeline
changes /
Homepage
changes
Stage changes | Beneficial for your company

8.
Users resist change
Fool them
slowly rather
than quickly

9.
Make users feel smart (Salt&Pepper Rule)
Don't hide things in complexity in design.

10.
Don’t take the liberty to go so wrong
Do basics right!

11.
Don’t reinvent the wheel - Familiarity = Quick Learning
Familiarity in design makes for faster learning.

12.
4 step to build a Good UX
Be Specific - Narrow it down
Build Accurate
Test
Simplify

13.
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 and
analyze it.)
5. Gives marketing individuals early insight into user acquisition strategies
6. Narrow down number of variables for testing. Simplify. Simplify based off the data you're
collecting.
7. Saves Money
8. 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.

14.
Why Focus?
Pick one go with it! Killing with one thing and then grow!

15.
Who are you?
Make it easy for people to identify with your brand

16.
User Personas
Sketch out what your users are like

17.
Build - Define User Journey
Iterate. 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

18.
Stop Thinking!
Keep Building!
Keep Iterating!
Speed is the king!
Iteration is the King!

19.
Tools
The Right Way To Do Innovation: Fail Early, Fail Fast, Learn Cheaply

20.
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

21.
Understand Users! Do research!
May 2015
● Mobile accounts for 70-80% of
e-commerce traffic today.
● Forcing users to downloadthe
app and shutting outrivals.
● Within 9 months reopened its
mobilesite

22.
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 inIndia.
● Billion Daysale
1.Browsing on the desktop is much more
easier than on mobile app
2.Sorting and applying filters may be
difficult onapp
3.No more choices, you are just trapped
4.Mobile device and mobile internet
limitations
5.Competitors are on Multiple
platforms, user mayswitch easily

23.
@RuthlessUx

24.
Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August 2012

25.
Majority of our daily media interactions are screen based
Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August 2012

26.
Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August 2012
Computers keep us productive and informed

27.
Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August 2012
Smartphones keep us connected

28.
Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August 2012
Tablets keep us entertained

29.
Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August 2012
Sequential - There are two modes of multi-screening
www.RuthlessUx.com

30.
Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August 2012
Sequential screening is common &
mostly completed within a day

31.
Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August 2012
Smartphones are the most common
starting place for online activities

32.
Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August 2012
PCs are most often a starting point for
more complex activities

33.
Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August 2012
www.RuthlessUx.com

34.
Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August 2012
Smartphones allow us to shop
at home or on-the-go

35.
Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August 2012
Spontaneity plays a major role in shopping
Spur-of-the-moment vs. Planned shopping

36.
Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August 2012
We often move from one screen
to another while shopping
www.RuthlessUx.com

37.
Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August 2012
Consumers take a multi-device path to purchase

38.
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.

39.
People are never going to learn enough.
People are never going to be beginners.
People will always be learning.
- Allan Cooper
Make it simpleenough. Discoverability isa great toolfor learning.
Humans are hardwired and naturally intuitive to things that resonate to
their gut

40.
“Good idioms are learnt easily”

41.
https://www.heromotocorp.com/en-in/reach-us/product-enquiry
USER ONBOARDING
www.RuthlessUx.com

42.
www.RuthlessUx.com

43.
https://www.heromotocorp.com/en-in/reach-us/product-enquiry
DESIGN THINKING
Design thinking is a user-centered approach to
problem solving.
Empathy is key.

44.
https://www.heromotocorp.com/en-in/reach-us/product-enquiry
Gmail introduced “Labels”
● Huge data
● Irrelavant
folders
● Eventually
search
becomes
inevitable

45.
Visual Feedback

46.
Guide users | Help | Intervene

47.
Miss Universe 2015

48.
Photo Courtesy: http://www.rickshawchallenge.com/wp-content/uploads/2016/02/money.png
Good Information Design

49.
Public Adaptability
Govt Sites | Public Utility Machines

50.
Public Adaptability
Govt Sites | Public Utility Machines

51.
Photo Courtesy: http://www.thehindu.com/multimedia/dynamic/01606/TH03_METER_1606190f.jpg
Public Machine Designs

52.
Public Place Design - Doors

53.
Public Place Design - Doors

54.
“Doors do not need an instruction manual they should simply be “KISS” – Keep it Simple and
Stupid”

55.
“Doors do not need an instruction manual they should simply be “KISS” – Keep it Simple and
Stupid”

56.
Public Place Design - Washroom

57.
Objects of Daily usage

58.
Keep innovating - The foreplay of AI and User Experience

59.
THANK
YOU!!!
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