What does the future hold for a designer? How can they prepare for a career that works?

1. Hello Designers:
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A
linktr.ee/shivaviswa

2. SHIVA VISWANATHAN | UID NCR | APRIL 2024
ANEW
NARRATIVE
FIVEHYPOTHESES
FORTHEFUTURE
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

3. Hypothesis | hʌɪˈpɒθɪsɪs |
noun (plural hypotheses | hʌɪˈpɒθɪsiːz | )
a supposition or proposed explanation made on the basis
of limited evidence as a starting point for further
investigation.
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

4. #1
LEARNTO
COLLABORATE.
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

5. #1
LEARNTO
COLLABORATE.
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

6. T E A M : B U S I N E S S | D E S I G N | T E C H N O L O G Y
Solve a business problem and a user problem by collaborating well - awareness, engagement and
attitudinal change towards your product.
CLIENT / ACCOUNT
MANAGEMENT / PLANNING
Subject matter experts focussed
on objective, return on
investment and audience
B U S I N E S S
D E S I G N T E C H N O L O G Y
EXECUTION
Technical experts focussed on
feasibility, performance, reliability
and security.
DESIGN
Brand and user perspective
with innovation and
effectiveness as a focus.
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

7. Design Solution is about people, their
emotions, intent and behaviour in a
definite context.
People > Idea
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

8. #2
GETOUTOF
YOURCUBE.
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

9. #2
GETOUTOF
YOURCUBE.

10. Designisthe
shapeofintent.
JaredSpool
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

11. People have an intent and are
emotive. This can change their
behaviour and attitude.

12. Understand people and intent.
Observe, Immerse and Participate
before you get creative.

13. Empathy Map Canvas
Designed for: Designed by: Date: Version:
WHO are we empathizing with? What do they need to DO?
What do they need to do differently?
What job(s) do they want or need to get done?
What decision(s) do they need to make?
How will we know they were successful?
Who is the person we want to understand?
What is the situation they are in?
What is their role in the situation?
GOAL
What do they SEE?
What do they SAY?
What do they DO?
What do they HEAR?
What do they THINK and FEEL?
What do they see in the marketplace?
What do they see in their immediate environment?
What do they see others saying and doing?
What are they watching and reading?
What have we heard them say?
What can we imagine them saying?
What do they do today?
What behavior have we observed?
What can we imagine them doing?
What are they hearing others say?
What are they hearing from friends?
What are they hearing from colleagues?
What are they hearing second-hand?
© 2017 Dave Gray, xplane.com
Last updated on 16 July 2017. Download a copy of this canvas at http://gamestorming.com/empathy-map/
1 2
3
4
5
6
7
PAINS GAINS
What are their fears,
frustrations, and anxieties?
What are their wants,
needs, hopes and dreams?
What other thoughts and feelings might motivate their behavior?

14. DIGITAL MILLENIALS
PASSION POINTS
MUSIC
GAMING
PHOTOGRAPHY
LENOVO
PRODUCT CATEGORIES
PC
TABLETS
SMARTPHONES
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

15. ~6MILLION
TOTAL NUMBER OF
CONVERSATIONS ON PASSION
POINTS AND PC+
31
TOP THEMES
WITHIN
PRODUCTS
348
KEY TOPICS
WITHIN THEMES
IN PRODUCTS
10
TOP THEMES WITHIN
PASSION POINTS
265
KEY TOPICS WITHIN
THEMES IN PASSION
POINTS
PCs
THEME
DISPLAY
TOPIC
RETINA
MUSIC
CREATE (114K)
HARDWARE
SOFTWARE
APPS
CONSUME (436K)
PLATFORMS
VIDEOS
EVENTS
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

16. ~650K Music Conversations
~70K Hardware and software
for manipulating music
11% of the hardware
conversations on MIDI and
MIDI-enabled
Majority of conversations
around rock and new age rock
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

17. ~409K or 67% conversations
on events and concerts. This
covers lead-up to, during and
post concert conversations.

18. Related links to online store
product page (hardware and
software for creation of music)
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

19. #3
MAKEA
CONNECTED
STORY.
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

20. TheT-Shaped
Designer.
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

21. Acquire Engage Retain
AWA R E N E S S D I S C O V E RY C H O I C E F U L F I L M E N T R E T E N T I O N
B R A N D
M A R K E T I N G
C O M M U N I C AT I O N
C U S T O M E R R E S E A R C H
P R O D U C T/ S E R V I C E D E F I N I T I O N
C U S T O M E R E X P E R I E N C E
C U S T O M E R R E L AT I O N S H I P
L OYA LT Y P R O G R A M D E S I G N
C O N S I D E R AT I O N
Customer/Brand Experience Design is a key component of a brand’s customer
experience over acquiring users, engaging them in a cohesive and compelling
experience and retaining them through informational, instructional and emotive
design.
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

22. A Business
isaBrand.
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

23. Brandisthe
Experience.
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

24. The
Brand
Ambition Purpose Values Audience Persona Positioning
HE RO
LOV ER
JEST ER
SAGE
RULER
OUTL AW
REGU L AR
EXPLO RER
CREATO R
CAREG I VER
INNOCENT
MAGICI AN
WHAT?
HOW?
WHY?
C O M P E T I T I V E L A N D S C A P E
M I N D I N G T H E G A P
S O , W H AT I S S P E C I A L ?
P E O P L E W H O M AT T E R
H U M A N I S I N G A B R A N D
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

25. TheBrandScope.
B R A N D
S T R AT E GY
D I G I TA L
O F F L I N E
C O M M E R C E
M O B I L E
S O C I A L
E L E C T R O N I C
M E D I A
P R I N T
C O N T E N T
A D V E R T S
A D V E R T S
I N F O R M AT I O N
I N S T R U C T I O N
P R O M O T I O N
T E L E V I S I O N
O T T
C O N T E N T
D I G I TA L
C O N T E N T
P R I N T A D S
F LY E R S
D I R E C T M A I L E R S
+ M O R E
B R O C H U R E
D I R E C T M A I L E R S
PA C K AG I N G
+ M O R E
B R A N D B O O K S
U S A G E M A N U A L S
PA C K AG I N G
H O W T O …
+ M O R E
C A L E N D A R S
D I A R I E S
B O O K S
+ M O R E
W E B S I T E S
B L O G S
+ M O R E
O N L I N E S T O R E S
A P P L I C AT I O N S
D 2 C + M O R E
C O N T E N T
A P P S + M O R E
P R O F I L E S
C O N T E N T
C A M PA I G N S
+ M O R E C A M PA I G N S
M A I L E R S
S E O / S E M
+ M O R E
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

26. #4
BETHE
BRIDGE
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

27. We designers are magical
creatures from a land where
the rational technicalities are
surrounded by emotive art,
literature and music.
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

28. S H I V A K U M A R V I S W A N A T H A N | S H I V A S H I V A S H I V A . I N
PAULKLEE

29. S H I V A K U M A R V I S W A N A T H A N | S H I V A S H I V A S H I V A . I N
ELIFSHAFAK
BFULLER

30. S H I V A K U M A R V I S W A N A T H A N | S H I V A S H I V A S H I V A . I N

32. S H I V A K U M A R V I S W A N A T H A N | S H I V A S H I V A S H I V A . I N

33. We are gifted to
bridge the tactical
to the conceptual
with great ease.
Be that
bridge.
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

34. #5
FUTUREISA
FRIEND

35. ITISIMMERSIVE,
DEEP,INTERACTIVE,
EXPERIENTIALAND
PERSONALISED.
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

36. GENERATIVEAIWILL
THRIVEANDYOUWILL
BEAPARTOFIT.
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

37. Itcannotreplacehumanintelligence
AI-AugmentedIntelligence
Trashin=Trashout
SamplesofatrociousworkwithAI
Greatatautomatingorintegratinginaworkflow
Badasastandaloneindividualcontributor

38. S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

39. S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

40. S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

41. S H I V A V I S W A N A T H A N | S H I V A S H I V A S H I V A . I N
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

42. NOW,WHATABOUT
YOURFUTURE?
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

43. P R A C T I T I O N E R
Communication
Team Work
Adaptability
Problem-Solving
Creativity
Work Ethic
Interpersonal Skills
Time Management
Leadership
Attention to Detail
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

44. C O L L A B O R A T O R
Communication
Team Work
Adaptability
Problem-Solving
Creativity
Work Ethic
Interpersonal Skills
Time Management
Leadership
Attention to Detail
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

45. M E N T O R
Communication
Team Work
Adaptability
Problem-Solving
Creativity
Work Ethic
Interpersonal Skills
Time Management
Leadership
Attention to Detail
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

46. M A N A G E R
Communication
Team Work
Adaptability
Problem-Solving
Creativity
Work Ethic
Interpersonal Skills
Time Management
Leadership
Attention to Detail
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

47. S T R A T E G I S T
Communication
Team Work
Adaptability
Problem-Solving
Creativity
Work Ethic
Interpersonal Skills
Time Management
Leadership
Attention to Detail
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

48. L E A D E R
Communication
Team Work
Adaptability
Problem-Solving
Creativity
Work Ethic
Interpersonal Skills
Time Management
Leadership
Attention to Detail
+
WHOLE
LOAD OF
GRIT
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

49. 49
web.mayamaya.us
GET YOUR SKILLS ASSESSED WITH AI

50. Learnto
Collaborate.
GetOutof
YourCube.
Makea
Connected
Story.
Futureis
AFriend.
Bethe
Bridge.
1 2 3
4 5
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

51. 51
web.miramira.us
web.mayamaya.us
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

52. 52
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A
One
Billion
MOBILE
SUBSCRIBERS
IN2016
94%
PENETRATION
BY2024
68%
USERSOF
SMARTPHONES
IN2024

53. 53
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A
Meatballs
Content Structure
Persistent Navigation
Dashboard - Secondary articles
Call to Action / CTA
Status Bar

54. 54
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A
Back Button
List page
CTA

55. 55
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A
Header / Burger Menu
Dashboard
Persistent Navigation

56. 56
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A
User Messages
Feed Area / List Page
Persistent Navigation
Call to Action / CTA
Status Bar
Feedlet

57. 57
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A
Sub navigation / Burger Menu
Dashboard - Lead article
Persistent Navigation
Dashboard - Secondary articles

58. 58
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

59. 59
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A

60. User Needs
Product Objectives
Functional Specifications
Content Requirements
Interaction Design
Information Architecture
Information Design
Interface Design
Navigation Design
Visual Design
Strategy
Scope
Construct
Skeletal
Surface These are the deeper elements in the
planes that we visited earlier. These
are more tangible and actionable
versions of the user experience design
process. We will visit these further in
greater detail.
Elements of User Experience Design
Jesse James Garrett

61. User Needs
Product Objectives
Functional Specifications
Content Requirements
Interaction Design
Information Architecture
Information Design
Interface Design
Navigation Design
Visual Design
Strategy
Scope
Construct
Skeletal
Surface User Needs: Externally derived goals
for the product through research.
Product Objectives: Business, creative
or other internally derived goals for
the product.
Elements of User Experience Design
Jesse James Garrett

62. User Needs
Product Objectives
Functional Specifications
Content Requirements
Interaction Design
Information Architecture
Information Design
Interface Design
Navigation Design
Visual Design
Strategy
Scope
Construct
Skeletal
Surface Functional Specifications: "feature
set": detailed descriptions of
functionality the site must include in
order to meet user needs
Content Requirements: definition of
content elements required in the site
in order to meet user needs
Elements of User Experience Design
Jesse James Garrett

63. User Needs
Product Objectives
Functional Specifications
Content Requirements
Interaction Design
Information Architecture
Information Design
Interface Design
Navigation Design
Visual Design
Strategy
Scope
Construct
Skeletal
Surface Interaction Design: development of
application flows to facilitate user
tasks, defining how the user interacts
with site functionality
Information Architecture: structural
design of the information space to
facilitate intuitive access to content
Elements of User Experience Design
Jesse James Garrett

64. User Needs
Product Objectives
Functional Specifications
Content Requirements
Interaction Design
Information Architecture
Information Design
Interface Design
Navigation Design
Visual Design
Strategy
Scope
Construct
Skeletal
Surface

65. User Needs
Product Objectives
Functional Specifications
Content Requirements
Interaction Design
Information Architecture
Information Design
Interface Design
Navigation Design
Visual Design
Strategy
Scope
Construct
Skeletal
Surface

66. User Needs
Product Objectives
Functional Specifications
Content Requirements
Interaction Design
Information Architecture
Information Design
Interface Design
Navigation Design
Visual Design
Strategy
Scope
Construct
Skeletal
Surface
Interface Design: as in traditional HCI: design of
interface elements to facilitate user interaction
with functionality
Navigation Design: design of interface elements to
facilitate the user's movement through the
information architecture
Information Design: in the Tuftean sense:
designing the presentation of information to
facilitate understanding
Elements of User Experience Design
Jesse James Garrett

67. User Needs
Product Objectives
Functional Specifications
Content Requirements
Interaction Design
Information Architecture
Information Design
Interface Design
Navigation Design
Visual Design
Strategy
Scope
Construct
Skeletal
Surface

68. User Needs
Product Objectives
Functional Specifications
Content Requirements
Interaction Design
Information Architecture
Information Design
Interface Design
Navigation Design
Visual Design Visual Design: graphic treatment of
interface elements. Visual treatment
of text, graphic page elements and
navigational components
Strategy
Scope
Construct
Skeletal
Surface
Elements of User Experience Design
Jesse James Garrett

69. User Needs
Product Objectives
Functional Specifications
Content Requirements
Interaction Design
Information Architecture
Information Design
Interface Design
Navigation Design
Visual Design
Strategy
Scope
Construct
Skeletal
Surface

70. User Needs
Product Objectives
Functional Specifications
Content Requirements
Interaction Design
Information Architecture
Information Design
Interface Design
Navigation Design
Visual Design
Strategy
Scope
Construct
Skeletal
Surface

71. User Needs: Externally derived goals
for the product through research.
User Needs
Product Objectives
Product Objectives: Business, creative
or other internally derived goals for the
product.
1
Functional Specifications
Content Requirements
Functional Specifications: "feature
set": detailed descriptions of
functionality the site must include in
order to meet user needs
Content Requirements: definition of
content elements required in the site
in order to meet user needs
2
Interaction Design
Information Architecture
Interaction Design: development of
application flows to facilitate user
tasks, defining how the user interacts
with site functionality
Information Architecture: structural
design of the information space to
facilitate intuitive access to content
3
Information Design
Interface Design
Navigation Design
Interface Design: as in traditional HCI:
design of interface elements to
facilitate user interaction with
functionality
Navigation Design: design of interface
elements to facilitate the user's
movement through the information
architecture
Information Design: in the Tuftean
sense: designing the presentation of
information to facilitate
understanding
4
Visual Design
Visual Design: graphic treatment of
interface elements. Visual treatment
of text, graphic page elements and
navigational components
5
Strategy
Scope
Construct
Skeletal
Surface
Elements of User Experience Design
Jesse James Garrett

72. Thank You
S H I V A K U M A R V I S W A N A T H A N | L I N K T R . E E / S H I V A V I S W A
linktr.ee/
shivaviswa