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Design for Usability

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I delivered this talk at Paytm's Build For India. I had a chance to interact with the audience and show them how a usable UX can make a huge difference in the lives of people who are from emerging markets like India.

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Design for Usability

  1. 1. Design for Usability By Jagriti Pande Co-Founder @UX Gorilla
  2. 2. https://uxdesign.cc/combatting-unconscious-bias-in-design-bff4dfb013c3
  3. 3. Bad UX cause frustration, confusion and lack of trust
  4. 4. What is Usability?
  5. 5. Usability is a quality attribute that assesses how easy user interfaces are to use ~ Jakob Nielsen
  6. 6. For countries like India it is a matter of Access and Inclusion
  7. 7. Many faces of Technology Users in India
  8. 8. Usability in the context of Build for India
  9. 9. User Infrastructure Environment Learnability Efficiency Accessibility & Inclusion Satisfaction Errors Optimized for offline experiences Phone Storage Local Culture and way of life
  10. 10. USER // Learnability How easily can the users accomplish the task/learn to accomplish the tasks the first time they encounter the design?
  11. 11. 100 Million new users come online for the first time In India every year These users have different mental models, as for most of them their first device is not desktop but mobile https://www.boomlive.in/india-to-hit-650-million-internet-users-by-2020-says-googles-rajan- anandan/
  12. 12. Desktop Google Search Mobile Google Search
  13. 13. Only 1/10 population of India speaks English http://www.bbc.com/news/magazine-20500312
  14. 14. 61% growth for searches in Indian Languages in the past year 88 Percent of these queries come from mobile Hindi searches highest followed by Marathi and Tamil Source : Google Search Internal Data
  15. 15. The Mobile first users are not apt with the hidden navigation. Showing them what matters upfront is a great way to get them started
  16. 16. Paytm’s iconography and languages help non English speakers and low literate users
  17. 17. How easily can users perform the task they want to perform once they learn how to perform them. USER // Efficiency Number of Clicks, Time on task
  18. 18. USER // Accessibility and Inclusion Can all users irrespective of their physical and cognitive abilities navigate, understand and achieve their goals? Remember all of us suffer from situational disabilities all the time. Accessible systems take care of all users.
  19. 19. • Voice Input • Use of high Contrast - Text size and Color • Login through OTP • Login through Email / Facebook • Use of more diverse and inclusive imagery • Not relying only on colors to denote important • Error or success stages • Labels with icons • Easy to understand language
  20. 20. USER // Satisfaction How do users feel about using the product?
  21. 21. How many errors do users make and how easily are they able to overcome them? QUESTION TO ANSWER : How are we preventing errors from happening in the first place? What is the response of our system when error happens? How severe are the issues? How much time users take to overcome them? USER // Errors
  22. 22. • The Auto Correct • You Tube’s video quality optimization based on the internet speed • The option to cancel the download • The size of the download to help you make decision
  23. 23. User Infrastructure Environment Learnability Efficiency Accessibility & Inclusion Satisfaction Errors Optimized for offline experiences Phone Storage and Data Consumption Social Factors Local Culture and way of life Usability framework for Emerging Markets - UX Gorilla
  24. 24. Can users perform the task they want to perform even when the internet is intermittent? Some may not even have an internet connection at all times Nearly 40 % users are still on 2G INFRASTRUCTURE // Optimized for intermittent connections
  25. 25. https://entrackr.com/2018/04/paytm-tap-card-chennai-yeldi/
  26. 26. Source : https://tez.google.com/
  27. 27. Is the app too heavy? Will it require too much space INFRASTRUCTURE // Phone Storage + Data Consumption
  28. 28. 33% of smartphone users in India run out of storage every day. So the heavy apps are not useful for them
  29. 29. https://blog.paytm.com/how-we-achieved-light-house-score-100-100-at-paytm-com-c256bada4d84
  30. 30. Being offline does not have to be passive. Give users options even when they are offline
  31. 31. User Infrastructure Environment Learnability Efficiency Accessibility & Inclusion Satisfaction Errors Optimized for offline experiences Phone Storage and Data Consumption Social Factors Local Culture and way of life
  32. 32. Environment // Local Culture + Way of life • Women still don’t have access to technology • Women feel unsafe while sharing their number on public wi-fi because of the fear of stalking • English is seen as a sign of affluence • The local vernacular • The colors and typography • The imagery
  33. 33. • More two wheelers than cars • Cash still preferred • People are very sensitive about religion and faith • Shared Devices • Data cost like money • Crunch of time Environment // Local Culture + Way of life
  34. 34. https://blog.paytm.com/paytm-payments-bank-brings-banking-access-near-you-with-paytm-ka-atm-d09afb35e1b0
  35. 35. https://medium.com/building-a-product-that-millions-love/behind-the-scenes-the-college-sticker-craze-f3620a51b516
  36. 36. How to do it? Observe , Talk , Implement, Test
  37. 37. • Respect the time of the participants • Think of low tech research methods • See them working in their natural habitat • Get over your biases
  38. 38. In Conclusion The only way to create something for the users is by knowing who they are. Go on the ground and test your ideas with the real users
  39. 39. Say hello at jagriti.pande@uxgorilla.com linkedin.com/in/jagritipande/ www.jagritipande.com Thank You

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