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.

1. DoI-Designing for the next
billion internet users
by
Krishnesh Mehta
National Institute of Design
krushnesh@gmail.com

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. 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. 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. What is the best Interface
NONE
-zero UI
thank you,
Q&A

6. SO why this talk
We are all interacting-interfacing
RE-LATING
Do we know
HOW?

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. DO YOU,
WILL YOU,
EAT, DRESS
THE SAME EVERY DAY….
Then why does your interface…

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. What is common among all billions
they are humans
What is common among them
why did nature put us here
WHY(copy)

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. Why
DESIGN……?
Why did need to design emerge?

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. 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. 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. Let’s pose a very cognitive philosophy
Question
Would ‘design’/INTERNET/business
exist if there were
NO
Humans/PEOPLE?

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. 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. Isn’t business about transactions?
Is Maximizing Profits a transaction…
Is it humanizing…
What should you maximize….

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. 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. Mentally,
DRAW a interface/website
And now...
IMAGINE a interface/website
And then...
FEEL & PERCEIVE a interface/website

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. 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. 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. 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. 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. 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. Can you ever CREATE (design)…..
….Experiences without experiencing
the experiences?
How do we experience?

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. Can you think of some exotic flowers?

32. Which of these stayed with you
and which
you rejected within 3 secs?
WHY….

33. Which of the following entices
WHY….

34. Do/Can/Are you
CARESSING the MINDS of
HUMANS?
What the mind caresses…
the memory FONDLES…

35. Do you SERVE or INSTIL……
or
Build… ….memories
…relationship
…romance, care, Love …..
….TRUST…
…Loyalty….
…attachment….

36. Do you build
RELATIONSHIPS……

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. INTERFACE
teen cheeze sai chalti h
PEOPLE
PEOPLE
PEOPLE

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. Interface is played through
But the FACE is most import
What is your landing page
How fast …3 secs…

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. 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. 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. 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. 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. 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. 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. 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. How good are you at
CHOREOGRAPHING LO

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. 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. WHAT DRIVES US
Not just FALL in Love
But
To STAY in Love
HOW?

53. How do our EYES see….
People
Movement
Brightness
High
Vivid Colour
Strong Pattern
Meaning and Combinations
Relative sizes and speed, etc.
Contrast

54. Behaviour change (how):
Fogg Model
Motivation
Ability
Triggers

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. SEDUCED?
Happy SeDUCES…
thank you…