Design for Usability
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Design for Usability focuses on usability principles for designing products and services for emerging markets like India. It discusses how usability in these contexts must consider factors like learnability, efficiency, accessibility, satisfaction, and errors for diverse users who may have low literacy, use local languages, and have intermittent or no internet access. The document emphasizes understanding local culture, way of life, infrastructure constraints and conducting field research to truly understand users and their needs in order to create inclusive designs optimized for these environments.
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Design for Usability
- 1. Design for Usability By Jagriti Pande Co-Founder @UX Gorilla
- 3. Bad UX cause frustration, confusion and lack of trust
- 5. Usability is a quality attribute that assesses how easy user interfaces are to use ~ Jakob Nielsen
- 6. For countries like India it is a matter of Access and Inclusion
- 7. Many faces of Technology Users in India
- 8. Usability in the context of Build for India
- 9. User Infrastructure Environment Learnability Efficiency Accessibility & Inclusion Satisfaction Errors Optimized for offline experiences Phone Storage Local Culture and way of life
- 10. USER // Learnability How easily can the users accomplish the task/learn to accomplish the tasks the first time they encounter the design?
- 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. Desktop Google Search Mobile Google Search
- 13. Only 1/10 population of India speaks English http://www.bbc.com/news/magazine-20500312
- 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. 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. Paytm’s iconography and languages help non English speakers and low literate users
- 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
- 19. 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.
- 20. • 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
- 21. USER // Satisfaction How do users feel about using the product?
- 22. 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
- 23. • 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
- 24. 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
- 25. 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
- 28. Is the app too heavy? Will it require too much space INFRASTRUCTURE // Phone Storage + Data Consumption
- 29. 33% of smartphone users in India run out of storage every day. So the heavy apps are not useful for them
- 31. Being offline does not have to be passive. Give users options even when they are offline
- 32. 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
- 33. 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
- 34. • 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
- 40. How to do it? Observe , Talk , Implement, Test
- 41. • Respect the time of the participants • Think of low tech research methods • See them working in their natural habitat • Get over your biases
- 42. 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