ImaginXP Design journal

Volume 1, July 2020
Design Review
by ImaginXP

Meet Our Team
Prof. Col. Shishir Kumar is an author, motivator and a TEDx Speaker. He is an
M.Tech in Industrial Engineering from IIT Delhi. He has served the Indian Army for
32 years and has been into university leadership roles for last 15 years.
Prof. Abhayjeet Singh
Chief Academic Officer
Col Prashant Mahajan, a veteran from Indian Army with 25 years of experience in
various technically challenging assignments. Alumni of IIT Roorkee and IIM,
Ahmedabad, he is passionate about organistional growth, business strategy,
technology and leadership.
Nitesh Rohatgi has around 1.5 decades of experience in the field of Sales,
Marketing, Product, Operations and Program Management. He aims to focus on the
developmental growth of our sales & marketing prowess. He is also involved in the
end to end organisation machinery from product development to after-sales. He
believes in enabling and managing the complete value chain.
Abhayjeet Singh has 1.5 decades of experience in training, development, academic
management, spearheading management development programs for government,
private organisations and young start-ups. He has extensively worked on introducing
industry led programs for students and professionals across various verticals
bringing industry and corporate connect with academia. He is into education
business strategy development, pedagogy structures, faculty development, student
learning and enrichment in design and future skills.
Prof. Col. Shishir Kumar
Director General
Col. Prashant Mahajan
Chief Strategy Officer
Nitesh Rohatgi
Chief Operating Officer

Editorial
I feel incredibly proud to launch the inaugural issue of ImaginXP’s biannual Design Journal. The
prime objective of the design journal is to provide insights into the world of Design, Design
Thinking, User Experience Design and related topics. This journal is a platform to showcase some
inspiring work, experiences and portfolios. It focuses on the views, ﬁndings, and knowledge of our
students, academicians, and professionals in the design domain.

The prevailing circumstances are not only impacting global businesses but also the social scape.
The process of digital transformation has suddenly accelerated against the backdrop of challenges
of lockdown and social distancing. The enterprises are transforming to satisfy the needs of the
changing consumer behaviours by linking with them virtually and the needs of the employees
working from home by skilling, upskilling and stand reskilling. The need for hyper-personalisation
of learning experience assumes great importance in the era of business disruptions and
unfortunate laying off employees or placing them on the bench. History bears testimony that
reskilling has been one of the most exercised options during business disruptions/slowdowns
globally. What needs to be understood by individuals and organisations is that they cannot delay
their learning needs to evolve and meet the requirements of the changing times.

It gives me a sense of pride and satisfaction that team ImaginXP displayed remarkable agility in
adopting and migrating to the digital platform. The team strived to provide a continuous and
uninterrupted learning experience to our students in various programs in our partnering
universities/ urban learning centres. Our corporate partners trusted us with opportunities to create
new programs for their employees to meet their training needs in this new normal.

I want to place my appreciation for the editorial board to have conceived and created this inaugural
issue and contribute to sharing the learnings in these challenging times and am sanguine that this
issue will turn out to be readers' delight. I would encourage all readers to contribute with their
experiences and creativity in the upcoming issues. We at ImaginXP, are dedicated to the cause of
empowering our youth and workforce by creating an ecosystem for knowledge and innovations
armed with skills of the 21st century to propel our nation and society to the centre stage of global
order.

Warm Regards,
Prof. Col. Shishir Kumar
Director General
ImaginXP

Editorial
I take this opportunity on behalf of the editorial team to proudly announce the inaugural issue
of ImaginXP’s Design Journal which is a testimony of excellence envisioned by the Director of
ImaginXP, Prof. Col. Shishir Kumar; all the heads for their valuable efforts and chiselling done by
the faculty members and students.

It gives us immense pleasure to present the ﬁrst issue, Volume 1, July 2020 to all the students,
professionals and academicians. The Journal provides an insight into the world of Design, Design
Thinking and User Experience Design. It welcomes articles, case studies, white papers and
portfolios on design which have relevance to design practice, theory, management, experiences
and education. It also aims to publish inspirational work which will have a direct impact on design
knowledge and the evolving role of Design.

We’ll be publishing this e-journal every year twice, in July and December.

Behind the scenes, much of the work is teamwork by all our ImaginXP heads, curriculum team,
faculties and students, to pursuit the academic and professional excellence. As a team, we work,
we commit, and continually strive to meaningfully represent design research, it’s culture, practices,
theories, language, experiences and communities.

The Design Journal is nurtured with equal measures of knowledge, compassion, and experiences.
We look forward for your generous feedback in order to enhance our platform’s value in every
possible way.

Your sincerely,
Neha Deshbhratar
Editor-in-Chief
ImaginXP
Email : editor@imaginxp.com

Content
1
Volume 1Volume 1Volume 1Volume 1
1.
2.
Thematic Section:
Opportunities arising due to Covid 19……………………3-18
3.
Non-Thematic Section………………….19-27
4.
Faculty Speaks…………………………..28-36
Students corner…………………………37-52
- India as a Futuristic Economy
- Re - deﬁning the Post Covid Physical World
- Conducting User Research during the Pandemic
- A Designer’s Mind at Work during the Lockdown
- Nimble – A Concept for City Bus Services
- What is Evolution without Emotion in the Field of Design
- Persuasive Design - An Important Part of UX
- Roles and Responsibilities of a UX Designer
- The Role of Animation in UX
- Applying Emerging Technologies in Facets of Life
- Speeding Response Time Using Design - A UX Case Study
- A Headset’s User Experience through Storytelling and Scenarios
- Will the Covid-19 Pandemic End the Use of Cash?
- The Future of Retail Shopping
- Introspect, Innovate and Integrate-Skills that Designers Should Develop for the New Normal

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5. Alumni and Corporate Connect……..53-56
6.
7.
Dezutainment……………………..…..57-60
Our Programs………………….….…..61-66
- Companies Testimonials
- Alumni Speak
- Student Internships
- Word Puzzle
- Crossword
- Match The Following
- Answers
- Partnering University
- Certiﬁcate Courses
- Corporate courses

Thematic Section:
Opportunities arising due to Covid 19
“The role of the designer is that of a good, thoughtful
host anticipating the needs of his guests.”
- Charles Eames

India as a Futuristic Economy
An article that talks about India’s position as a digitally advanced country and how we can shape a bright future for
both rural and urban areas through correct planning and by introducing emerging technologies.
By : Naina Jain
With the advent of the COVID-19 pandemic,
people’s lifestyles and the nature of previously
known activities have radically changed in the
blink of an eye. But little did we know that this
time would also serve as an opportunity to
discover new interests and ease us to adopt a
more digitally active way of living. There has
been a clear dent on the consumerist lifestyles
across the world. Health has surpassed all other
needs and concerns, and people are ever so
vigilant about their spending habits. Status and
luxury are no longer a priority; industries
stopped their manufacturing, and showrooms
were abandoned overnight. The economy came
to a standstill, shaking up the entire demand-
and-supply chains.

In challenging times like today, we’ve come to
understand that the sole way of moving ahead
is by embracing a more user-centric, digital
transformation of the country. A variety of
industries have begun replacing their workforce
with strategists, technologically smart
professionals, and people with user experience
expertise. Today, our future may look uncertain,
but if our roadmap to digital transformation is
deﬁned well, we can expect a V-shaped
recovery from the present depression very
soon.

The Real Indian Problem

India is the second most populated country in
the world, and is one of the biggest sources of
revenue for several global applications,
products and brands. Despite that, there’s a
signiﬁcant section of the population that lacks
access to education, infrastructure, and
healthcare. People from the rural areas have
been migrating to cities and town in hopes of
better jobs, and such has been the norm for
decades. Indeed, many past studies and reports
suggest that well-managed migration is often an
asset for economies and societies, particularly
for the future. Cities are the epicenters of
innovation and it’s the need of the hour to
identify opportunities so that the migrants can
maximise their contributions, thus aiding in
economic and social development.

Many would agree that the policy-makers and
business leaders have yet to fully tap into the
potential of the migrant population in cities.
Unplanned relocation of the non-skilled youth in
a developing economy like India often results in
unemployment and is one of the leading
reasons for its recent economic downfall. A
change in policies is thus crucial for the
empowerment of the unskilled. The question we
must all ask - Why does the rural population
continually remain to be a part of low-income
groups? To answer that, a recent study by
Census India suggests that there’s an
enormous gap between the education system
and employment that comes after.

Much like the industrial revolution post-
independence, we are now witnessing a digital
revolution right. COVID-19 has forced many
aspiring individuals to shift from physically
demanding job roles to digitally skilled ones.
While people with poor digital skills faced
immediate pay cuts and unemployment, there
has been a surge in opportunities for those well-
versed in digital and UX strategic skills. A recent
report by the Internet & Mobile Association of
India (IAMAI) demonstrates that rural India has
227 million active internet users, which is 10%
more than urban India’s active internet users.

4

to understand this better, I conducted a small-
scale qualitative survey to understand the
needs, skills, problems, and mindset of people
from villages in the Uttarakhand region. After
speaking with almost 40 people from diverse
fields such as military, agriculture, education,
hospitality, and retail, it comes as no surprise
that digitisation is in fact the answer to the near-
future for the young and old. It was heart-
warming to see an 80-year-old lady become the
talk of her village ever since someone uploaded
a video of her singing in the fields. About 16 out
of 40 people used TikTok to post content, and
almost all of them were very active on
WhatsApp.

We are at the dawn of the era where
technologies such as Augmented Reality
(AR) are rapidly growing and are used to for
entertainment and education. AR is capable of
providing users with an experience that is
interactive and enhances the real-world
experience clubbed with stimulations that can
target any human sense e.g. visual, auditory,
sense of touch, or smell. It is an immersive
technology through which the physical world is
altered and made more informative and
engaging. Popular applications like Instagram
and Snapchat have encouraged people to use
and adopt on Augmented Reality in day to day
life. Similarly, it is observed that people in the
village and rural areas are more comfortable
using Artificial Intelligence enabled voice
commands and speech recognition in their local
language to performs various tasks. Remote
learning has seen a sudden boost, and the
world today is working towards more skills-
based development than just limiting
themselves to what is in the books. During
COVID-19, the number of people who moved
back to their native places complained about
losing their income to someone else who was
more skilled. A smartphone is not just a device
that connects people today, but it is a beacon of
the future. Corporates, in collaboration with the
government, have been working on developing
highly compatible platforms such as SAP
Leonardo. It will allow the people in India to
connect with people from around the globe and
collaborate for new opportunities.

5G can easily be classified as the next-
generation network that will connect more and
Additionally, there are around 71 million
children, aged 5-11 years, who browse the
internet by using their parents’ devices. With
this, India has surpassed another milestone of
getting 504 million active users. With this
number, India is the second-largest country in
the world, after China, which has 805 million-
plus active internet users in present day. The
urban population has seen a drastic downfall of
about 35% in internet users, whereas the
population from tier two, tier three and the
remote villages have seen an increase of 45%
and 65% active internet users respectively. The
study also suggests that an average Internet
user spent approximately 3.5 hours on the web
browsing social media, news, mails, and OTT
digital services.

Various sectors like education, information
technology, corporates, and government
organisations have also undergone a digital
transformation during the pandemic and are
now actively adopting new and emerging
technologies to help enhance their presence
and widen customer reach. Post lockdown,
people have started spending more time
playing mobile games (such as Ludo and
PubG), engaging on social media platforms
such as Instagram, TikTok and video calling
platforms like House Party and Zoom. A global
study by Facebook suggests that India ranks
the list with 360 million active WhatsApp users.

The Opportunities that Face Us

In June 2020, some of the biggest firms from
around the globe such as Abbott and Google
announced that they will be shifting their base
from China to India. With a 1.38 billion strong
manpower, there is no dearth of talent in the
country. What does this mean for us? In order
5

average 4G rate at $0.26 per 1GB in the world.
India’s 4G penetration now stands at 88%
according to a report by Mary Meeker’s. To
prove this, a recent study suggests that Bihar
and Jharkhand have witnessed a 48% increase
in the number of people who use the Internet.
But the big question is, are we ready for all the
opportunities that are in the pipeline? This is a
roadmap in its development phase and it is
predicted that schemes like Digital India have
changed the way people look at knowledge. An
introduction of tools like Augmented and Virtual
Realities for education and skills development
simply could enable the Indian population closer
to achieving this goal. Technology such as IoT
will help us map and track our users’ path,
needs, behaviour, and decision-making
capabilities. We can plan our future well by
understanding the degradation rate of the
devices and the change in consumer behaviour
trends. This will encourage us to smartly recycle
our resources with minimum investments for
imports. Employment rates will see a rise as
there will be more digitally skilled people in the
country who will be able to attract businesses
from around the globe without leaving their
ecosystems. With a boom in E-commerce
platforms such as Big Basket, Zomato, and
Amazon, we are becoming more uni-directional
with our needs.

We are living in a world where all our needs find
their way to our homes rather than us
exhausting resources and time to visit market
areas.

Conclusion

India is undoubtedly the most complex and
diverse economy in the world. Inter-city
migration has always been a key reason for
India’s tumultuous economic changes. The
current pandemic also helped us realize that the
more people by giving low-cost connectivity in a
more than ever efficient way. A recent 5G
economy study by Qualcomm Technologies
confirmed that faster, ubiquitous, low-power
connectivity will make mobile networks even
more essential than they are today. The
government must invest in an infrastructure that
is capable of catering to the demand of cloud
processing power which is way beyond the
speed of a human brain. It will eventually help
Artificial Intelligence translate the data into a
remarkable user experience. IoT works on
sensors that are easily and widely available in
the market at a very reasonable cost. A robust
Internet helps these sensors perform tasks,
store data, and understand behavioural
patterns. With the help of Artificial Intelligence
we are capable of translating these data
patterns within milliseconds. A revolutionary
technology known as blockchains can be further
integrated to secure all the transitions without
the fear of losing them.

A study by CNN suggests that people who have
always lived in rural areas have limited
knowledge and a very rigid belief system. If
trained properly they are quick learners and are
easier to train when compared to the vast
number of people in the urban setups. With
remote education being the next big thing, using
technologies such as fast internet, strong
connectivity, availability of devices, and screens
will help uplift the rural infrastructure and bring
them under the limelight. This will further help in
bridging the gap between the rural areas and
global services providers. The organisations can
then, with the help of Asymmetry of Information,
collect all the data of the devices and design
strategies to fight situations like pollution due to
unplanned disposal and production, emotional
imbalance in society, and even pandemics.

A Digitally Bright Future

Sundar Pichai, the CEO at Google; and Caesar
Sengupta who is globally heading the Next
Billion Users Project have envisioned many
emerging economies for their Next Billion Users
project. With the recent Google India initiative,
Mr. Sundar Pichai plans on investing $10 Billion
in the Indian economy. Jio has bridged the gap
and has helped companies like Google to
achieve the Next Billion dream by reducing the
per GB cost. India now has the cheapest
6

traditional ways of working will no longer help us
in shaping a successful future. User experience
and behavioural design are essential solutions
for rapid development. Right investment models
that concentrate on creating content in the field
of emerging technologies (such as creating
virtual classrooms and teaching subjects with
the help of augmented and mixed reality) will
create more diverse opportunities for people
from different walks of life. On the other hand,
with the increased acceptance of E-Commerce
facilities, digitisation is set to replace the
physical markets by 2030. We can imagine a
more sustainable and well-planned future with
the help of technologies such as the Internet of
Things, Artificial Intelligence, and Blockchains.
5G will easily help the nation transform itself into
a global supreme.

References

1. Talluri, R. (n.d.). Unleashing the full potential of 5G to create a
massive Internet of things. Network World. https://
www.networkworld.com/article/3160851/unleashing-the-full-potential-
of-5g-to-create-a-massive-internet-of-things.html

2. How to unleash the full potential of the IoT. (2019, March 26). Building
a better working world - EY - United States. https://www.ey.com/en_gl/
consulting/how-to-unleash-the-full-potential-of-the-iot

About Author :

Naina Jain
UX Faculty | Designer | Entrepreneur

A passionate educationist with teaching experience in some of the
prominent design institutes of India and an entrepreneur who is an
active member of social initiatives such as Healing Forest and Do-no
Trash. She founded a Design studio and has worked for the
Government of Uttarakhand, Rajnath Singh (Honourable minister of
Home Affairs of India), Government of Arunachal, some of the top
multinational companies like Bain and Company, DSM, TEDx, PSBT
and many more. Her skills include team building, quality of work,
progressive thinking, spontaneity and rapid design thinking.

Connects :

linkedin.com/in/nainajain25
DID YOU KNOW?

The first Google doodle was designed
as an
“out of office” message in 1998
7
Student’s Artwork
"Encephalon"
By:AnshulKumar
DITUniversity
By :Shubhi Agarwal
DIT University
By : Tushita Bhatia
DIT University
“Mind full of unsaid things”
By : Anshul Kumar
DIT University
"Encephalon"
"Story of a wild child"

Social Spaces

Social behaviours during the pandemic have
changed mostly out of emergency. From here
on, the way people participate in social activities
and do business will drastically change too.
Response strategies to the pandemic have
called for a radical shift in the long-standing
design principles of shared physical spaces,
and the mechanical and digital elements within
them. As organisations are learning to readjust,
digital adoption has accelerated. This digital
expedition will be more relevant to some
industries than others.

The retail and travel industries are pressed to
get customers back into common public spaces
safely while staying mindful of handling capacity
and sanitation. But for customers, they will need
to see, smell and feel that stores are in-fact
“sanitised”. Stores, restaurants, hotels, banks
and common public spaces must make each
day’s cleaning efforts explicit. This could look
like digitised cleaning logs and dashboards that
are regularly updated to ensure shoppers that
the store undergoes a thorough cleaning
multiple times a day. The scent of bleach may
be a new psychological parameter to instil
reassurance.

Another factor to consider for shopping malls is
designing for in-store digital experiences.
Innovations such as virtual “dressing rooms”, in
place of the standard changing rooms, should fit
right into the new post-pandemic model. Banks,
including HSBC and Barclays, have been using
speaker recognition technologies as a means of
authenticating a customer’s identity.

ABI details the following use cases in one of
its Smart Cities and Smart Spaces Quarterly
Updates:

1. Drones: communication and implementation
of social distancing rules; delivery of medical
supplies
2. AI-based remote temperature sensing
(Kogniz Health)
3. Autonomous last-mile delivery (Beep, Navya,
Nuro, Waymo, Postmates)
4. Digital twins: holistic, real-time visibility for
resources and services (Siradel)
5. Real-time dashboards and data sharing: use
of smartphone data crowdsourcing for location
tracking.

Many affluent cities are enjoying the benefits of
a digital-only lifestyle in the form of immediate
adoption of e-Government services, e-Health
and tele-consultation, remote work, online
education, and e-Commerce, thereby resulting
in a striking downfall of traffic levels, city
congestion, accidents, and air pollution.

In China, Hangzhou based elevator
manufacturer XIOLIFT has launched a voice-
controlled elevator to mitigate the spread of
contamination as people return to work. The
In early 2020, mankind was forced into living in a world grappling with a pandemic, the Covid- 19.
Anxiety and despair have been dominant ever since as small and large spaces alike are
readjusting to a ‘locked down’ lifestyle. As a result, we are getting to see public and private
organisations being pushed to their limits, particularly those with business models and services
built along the standard of shared public spaces. What’s more, it’s evident that the ordinary
physical experiences people once enjoyed without a second thought are now being considered
selectively. For residents of high-density urban properties, access to safe and uncrowded open
spaces and outdoor leisure areas have become, and will likely remain, a key factor when deciding
where to live. Providing safe shared access to indoor and outdoor spaces through seamless
integration of digital platforms will become a key requirement for urban space planning. The
following paper attempts to shed light on how digitization and emerging technologies can
efficiently address peoples’ practical needs of communication, entertainment, work, socialisation
and consumption in their physical spaces.
Re - defining the Post Covid Physical World
By : Eshayat Taskin
8

voice-controlled elevator operates much like a
smart speaker. Users can use its customized
wake-up command “Xiaoxi, Xiaoxi” and alert
the elevator of which floor to go to. One can
also operate the elevator commands with
regards to weather, music, and other
entertainment options.

Bubble Architecture Studio by Paulino Poveda
hypothesised hexagon-shaped flooring
modules that can each accommodate one
person. The architecture is furnished with
technology that helps people connect thermal
bracelets to heat-mapping technology. The
bracelets measure vital bodily signals such as
heart rate and temperature and will alert the
user of any concerns. If the user is found to be
symptomatic in any form, the floor will turn red,
and the user will be escorted to an isolation
module where they will be joined by a health
worker.

EPAM Continuum has envisioned a similar
model in a more ethical manner. The Screen
Door health-check experience project uses fast
thermal imaging, radio signals, and computer
vision to detect early signs of COVID-19.
Screen Door combines sensors and algorithms
to identify elevated heart rate and respiration
rate. Most importantly, it considers a respectful
human-centred service design without raising
an alarm or public shaming. This systems-
thinking strategy will guarantee the security of
public settings while supporting a culture of
respect and empathy.

From all these models and examples it is
evident that when public space designs
connect the ordinary with the novel, it is
possible to create more seamless experiences.

Reimagining the Office

Organisations and businesses around the world
have risen to the occasion to also remodel the
workspace. It has become everyone’s priority to
safeguard their employees by adopting decisive
business-continuity plans.

Before the pandemic, the office space was held
crucial for enhancing productivity,
professionalism, and time-bound performance.
Densification, open-floor designs, and co-
working were front-facing strategies. However,
with the lockdown, senior managements were
unanimous in accepting effective technologies

for videoconferencing and digital collaboration
such as Zoom, Microsoft Teams, Google
Hangouts. Indeed, the office of the future is
digital and virtual. Across industries, leaders
were keen to adapt to a work-from-home culture
in order to reevaluate the functionality of a
physical office space and whether there even is
a need for one. According to McKinsey’s
research conducted in the US to measure the
change in office environments, 41% reported
being more productive than they had been
before, and 28% were reportedly just as
productive.

The future of the physical office will also
prioritise health and sanitation over all else. It
will be imperative to redesign workspaces that
enable physical distancing and restrict
movement in congested areas (for instance,
elevator banks and pantries). Futuristic
technology will play a central role in enabling
workers to function in their office buildings.
Facebook has been working on launching
something of a futuristic desk platform, where
virtual screens float in the air, and people can
resize them to their needs. Facebook said the
emerging technology is part of a modern
computing platform that would combine
augmented and virtual reality and connect them
with new devices to create “infinite workspaces”
that could allow co-workers to collaborate in
virtual meeting rooms. It goes without saying
that digitisation is only as effective as it is
personalised. ‘Codec Avatars’, a concept of
lifelike virtual avatars of employees – is a
unique concept Facebook is working on to
enhance social interaction, by “helping social
connections in VR become as natural and
familiar as those in the real world”.

Corporate offices will be seen investing in the
power of contactless technologies to prevent
disease transmission. Zaha Hadid Architects’
response strategy for the Bee’ah waste
management company in Sharjah, UAE may
just be a preview of the immediate future. It is
prepared with what ZHA calls ‘contactless
pathways,’ wherein the workforce will rarely
need to touch any physical touch-points with
their hands. Office doors open automatically in
response to motion sensors and facial
recognition. Elevators - and even a hot
beverage - can be ordered through a
smartphone.
9

Global real estate company Cushman &
Wakefield has adapted to the challenge of
continuing to work in a physical space with
their new Six Feet Office design strategies.
The Six Feet Office is a state of the art
transformation to ensure social distancing. By
installing signals around its office to track
employees’ movements via their mobile
phones, the infrastructure can potentially send
alerts when six-feet rules are breached.

While adapting to such advancements, the
immediate need of the hour will be for
organizations to manage which employees
necessarily need to come to the office, how
often the office is sanitised, whether the airflow
is sufficient. In-office videoconferencing should
no longer involve a group of people huddled
around a screen. Seamless in-person
communication, remote collaboration spaces
(such as virtual whiteboards), and
asynchronous working models will quickly
move from futuristic ideas to becoming the
standard organisational norm.

These adjustments may not only enhance how
work is done but also reduce overheads and
encourage savings. Companies should take a
fresh look at how much and where space is
required and how it promotes avenues for
collaboration, productivity, and cultural
exchange. The coming transformation will
practice an assortment of space solutions:
owned space, standard leases, flexible leases,
flex space, and remote work.

Home- the Safe Haven

Before the pandemic, a majority of urban
communities chose to live in dense residential
neighbourhoods because of the convenience of
proximity to work, schools, and the benefits of
shared resources and amenities. Living in
shoebox apartments at the expense of being
close to sought-after destinations (such as
museums, restaurants, and clubs) offered
solace and respite from living in cramped
spaces. However, since the impact of
Covid-19, residents are particularly concerned
about the health and safety risks that come
with shared physical touch-points. We were
previously used to twisting doorknobs, pressing
buttons, and tapping touch screens to navigate
our immediate living spaces. But now, visibility,

clear communication, and immediate response
are growing concerns for people to feel secure
in their homes.

Where you live now is also where you work,
hang out, ‘eat out’ and attend concerts. This has
renewed the significance and the design of the
state of the home environment. Urban space
planners and designers have come to recognise
the need to redesign residential spaces with the
versatility to transform it into a space that
supports work, inculcates learning, while also
addressing comfort and social needs. For
residents now, living at home has to meet the
perfect balance of ‘community’ while also
retaining ‘individuality.’

As some citizens settle into long-term remote
working, they’ll need to make spatial changes to
their apartments powered by technology.
Homes will have to be restructured to include a
workspace. Australian design firm Woods Bagot
launched its ‘Split Shift Home’ design to
respond to this need. The unit offers features
like moveable walls, a space for cultivating
plants and crops, and extra office and food
storage spaces. Movable walls can be built into
units to divide or expand spaces. Sensorial
controls inspired by immersive luxury-hotel-like
experiences can install softer lighting, music,
and even scents to signal the end of the
workday.

For many affluent city dwellers, having a way to
visualise, track, and gauge current traffic and
hygiene conditions of a public space could
enable people to plan their days around
commotions, such as disinfection or
containment zones, and avoid moving during
certain specific times. Technological
advancements like using smart surfaces in
public areas to alert supervisors and residents
when they need disinfection are key to helping
residents continue a safe and secure life within
their spaces. Certain other features could look
like real-time status dashboards to display traffic
conditions and measure risk density in an area
through heat maps.

With e-Governance bridging the gap between
people and the government through contact
tracing apps, the state and ruling bodies will
have direct ways to address, correct and warn
citizens. With health becoming a universal
10

priority, fixtures like doorknobs, mailboxes,
elevators, hallways, and parking lobbies will
need regular disinfecting of which residents will
be notified through smart-apps. Update
residents about “safe zones” through lighting
and environmental displays to show which
areas have been recently disinfected will be
another emerging practice.

The hard lessons we learn from the pandemic
will have lasting effects on communal living.
Using a human-centered approach to spatial,
service, and technological innovation should
design for the current dubious moment and
prepare for the next normal. Taking novel
designs and services forward will create
opportunities for more human-to-human and
human-to-nature interactions. Such
advancements will make domestic living even
better on the other side of the pandemic.

The purpose of the local markets has also
reinvented itself during this crisis. Consumers
have regained interest in supporting their local
economy due to mobility restrictions.

People are now making fewer trips to grocery,
drug and convenience stores but are spending
more per visit- a trend that can be observed as
‘larger shopping baskets but fewer trips’.
Shoppers are choosing to have products
shipped to them through click-and-collect
options. This was evident in Big Basket’s
revenue in March being 20% higher than
normal days. Grofers saw an 80% surge in the
orders and the amount spent by shoppers rose
by 48%.

However, despite the growing popularity of the
online stores, consumers still want the
guarantee and immediate fulfilment that come
with the brick-and-mortar stores. A whopping
90% of India’s $700 billion retail market is made
up of neighbourhood kiranas, and families
depend on open-air/wet markets for their basic
food needs. In India, despite the expansion of
big FMCG brands and plush supermarkets, the
vast majority still buys 65% of their essentials
from kirana stores as they are more likely to
trust someone in their immediate vicinity. A
model that has emerged from the pandemic is
tapping into the potential of a localised
ecosystem i.e going hyperlocal. It’s a business
model that connects local offline markets to
customers through a digital platform. It enables
a customer to immediately purchase products or
request for services at the click of a
button. Hyper-localisation is a great model for
Indian households as there is a tendency to
develop deep, familial ties with vendors,
shopkeepers and service providers within one’s
locality.

Millions of people living in gated communities
depend on the Resident Welfare Associations
(RWAs) to combat the crisis locally. India’s
RWAs and residential housing societies have a
strong foothold over community’s safety, spread
of information and operations. Hyperlocal
startups could capitalise on this opportunity by
exercising a framework to bring together
hyperlocal data and storytelling on one platform.
This is rightly being exemplified by apps like
MyGate. Over 1.6 million homes in India use the
MyGate app to perform day to day functions like
authorising entry of delivery officials, paying
maintenance bills, raising a ticket to the facility
manager, scheduling health checkups. The app
has partnered with several companies for
express delivery of groceries and medicines,
collecting digital payments, prompt delivery of e-
papers. This in turn has also created
opportunities for local vendors who may set up
their stalls inside the society to sell for a couple
of hours everyday while the RWA officers
monitor the flow of buyers from different houses.

In real life, large and small companies have
been delivering directly to customers through
third-party eCommerce touchpoints (as being
practiced by Swiggy Grocery). They are using
social networking platforms to expand their
customer base, thereby leveraging smaller
secondary sales points or selling through third-
party generalists, and working with packaging
suppliers that employ safer methods of
delivery. Farmers have wide scale opportunities
to connect directly with consumers now, as
aided by the Kisan Sabha App, thereby
removing the middleman.

In an attempt to restrict physical contact
between people, major public spaces and social
centres may have shut down but the purchase
of food and essentials has remained inevitable.
Open markets and grocers will remain a vital
foundation of food consumption and distribution
across the globe. Closing them would only
impose financial constraints on the more
11

vulnerable groups. The future of retail shopping
likely looks cashier-less. As coronavirus hit
hard, Amazon saw an opportunity and began
licensing cashier-free technology to retailers.
The technology features computer vision,
sensor fusion, and deep learning, all of which
empower shoppers to place items in carts and
simply walk out the door when they are done.
The Just Walk

Conclusion

The one thing Covid-19 has taught everyone is
that life as we knew it will not remain the same.
What we need now is sincere governance and
strategies that will promote health and security
through design advancement of our physical
spaces. Designers can then serve to formulate
and re-engineer our cities and towns towards
good health, revitalised streets, and more
resilient neighbourhoods. As the conversations
around undoing the densification of places
unfold over the coming months, it is important
not to scapegoat the user experience of next
generation urban space planning and
architecture.

References

1. Tactical urbanism: Reimagining our cities post-covid-19. (2020, June
4). ArchDaily. https://www.archdaily.com/940877/tactical-urbanism-
reimagining-our-cities-post-covid-19https://www.epam.com/insights/
white-papers/how-to-design-integrated-experiences-for-the-post-
pandemic-world

2. This is how coronavirus could reshape our cities forever. (n.d.). World
Economic Forum. https://www.weforum.org/agenda/2020/05/
coronavirus-change-cities-infrastructure/

3. Reimagining the office and work life after COVID-19. (n.d.). McKinsey
& Company. https://www.mckinsey.com/business-functions/organization/
our-insights/reimagining-the-office-and-work-life-after-covid-19

4. Screen door: https://www.pandemictechnews.com/2020/05/12/
screen-door-a-safe-innovative-human-centered-approach-to-opening-
up-public-spaces/

About Author :

Eshayat Taskin
(MSc Clinical Psychology)

As a dynamic and creative individual, Eshayat has demonstrated
experience in the fields of early childhood education, special needs and
mental health. Her interests include arts, design, and creative pedagogy.
Her passion for exploring how human behaviour and social psychology
apply in learning, culture and human development has brought her into
the field of designing curriculum and educational material for UX.

Connects :

linkedin.com/in/eshayat-taskin-msc-clinical-
psychology-575116b8
12
By : Richa
DIT University
By : Vasundhara Dubey
DIT University
“It’s all about perspective.
Just change the angle &
get a new view.”
“Reflection of the past “

Design is often confused for art and craft. It is
very commonly misinterpreted as a tool to
enhance the visual appeal of something. But
design is not just a sketchbook of illustrations
and landscapes. It is an intuitive, informative
and a cross-disciplinary field solving real-time
problems. The design industry is a vast space of
multiple disciplines- Fashion, Automobile,
Product, Service, System Design, User
Experience Design, to name a few. The design
of a product (including its looks and the
functions) is one of the main differentiators that
helps businesses stand apart from their
competitors, and this is why companies invest in
branding, advertising, and package design
almost as much as they invest in manufacturing.

User experience design is a field that
emphasises the usability of a product, service,
or system by enhancing the experience of the
user (emotional and cognitive perceptions) that
follows it (Joo, 2017). One of the motives of UX
design, apart from the aesthetics and
ergonomics, is the fact that it arouses meaning
and emotional responses in the user. Along with
the need for a particular design solution, people
look for a sense of their own identity and worth
in the design (Merchant, 2018). The user needs,
expectations, and connections can be met
through an effective process called user
research.

“We wanted to more richly experience why we
were alive, not just make a better life…there
was definitely more to life than the materialism
of the late 50’s and early sixties. We were going
in search of something deeper.” - Steve Jobs

What is User Research?

User Research is nothing but the process of
decoding users’ motivations, triggers, mental
and behavioural processes that underlie their
challenges and needs for a product/service/
system (“User Research Basics | Usability.gov”,
2020). The psychology of users is a very
important factor in determining where the actual
problem lies. Needless to say, in a business,
understanding the market and the target
customers is of significant importance, with
respect to their culture, belief systems, location,
socio-economic status, and activity-focused
behaviour. User research is a ‘systematic’
methodology, which means it follows an
organised and a structured flow, similar to any
scientific research. The tools and methods
adopted in user research are often in sync with
the kind of insights we look to uncover. Some of
the best practices and trends of conducting user
research are ethnographic studies, in-depth
interviews, usability testing (moderated/
unmoderated) in qualitative methods, online/
offline surveys, product analytics, card sorting
as quantitative methods.

Thus, understanding the various aspects of
emotional, cognitive, and behavioural processes
of our end users helps us design and innovate
upon products and services that people find
relatable and worthy enough to use in their
lives.

“The challenge for companies that want to grow
into unfamiliar markets is not only
understanding the new cultures but also doing
so quickly”- Vijay Kumar & Patrick Whitney

Impact of Covid-19 Pandemic on UX and
User Research

The consequences of the pandemic has given
rise to various emerging consumer behaviour
trends in order to acclimatise to the current
scenario. Health and hygiene tops everyone’s
list of priorities now, while travel and luxury
barely make the cut.
It is a hard-hitting reality that design is often the
first to get neglected during an economic crisis
of an organisation, due to the crunch of time,
money, and resources (Ardill, 2020). Due to the
financial crisis, many design agencies and
organisations experienced postponement or
cancellation of existing projects, client
withdrawals, and delay in product development
and launch (Khemsurov, 2020).
Conducting User Research during the
Pandemic
By : Abhignya Srishaila
13

A recent survey conducted by EnjoyHQ, an
organisation assisting in UX Research and
testing, reported insights on how UX teams
were affected by the disruption of the
pandemic. The survey revealed that 31% of the
designers and design researchers were already
in stages of going completely remote even
before the pandemic and 21% of the sample
claimed to have already adapted to remote
work for a while. However, the other 40%
expressed a negative affirmation to remote
work experiences prior to the pandemic. The
survey then highlighted one of the major
challenges faced by 34% of researchers, which
was the unpredictability of user behaviour and
perceptions since Covid-19. Another crucial
disruption that many professionals revealed
was the psychological impact the pandemic
would have on them such as the possibility of
downsizing, reduced clientele, and disrupted
funding. Nevertheless, this time has also
opened up new opportunities for crisis
intervention (Quintero, 2020).

Conducting User Research during Covid-19

The crisis indefinitely affected the way design
teams work, especially for researchers but it is
not impossible to adapt to the situation. The
world is changing and the responsibility of a
user researcher is to observe, unwind,
understand, and translate these changes,
needs, and pain points into curating
appropriate designs for the present-day
context. There are still certain best practices,
tools, and methods designers can adopt to
conduct an effective user research, even with
the limitations of the pandemic.

Empathy- Now, More than Ever!

Empathy has always been the go-to ‘mantra’
for a UX designer and researcher to deeply
understand users’ behaviours, motivations, and
thought processes. This life skill has helped
designers innovate and design products of
necessity and of high value. The
unpredictability of the crisis is and going to be a
major factor influencing consumer behaviour
and researchers have to be comparatively more
intuitive and empathic as opposed to the pre-
pandemic times. We have to take into account
the users’ behaviour, emotional response,
decision-making processes with respect to
perceptions of safety, affordability, accessibility,
and sociability. Moreover, this time can also
seem a bit more tedious than the previous UX
research projects as the recruitment of user
participants might not be as simple. The users’
mental models and openness to interact with
the researchers have to be taken into
consideration and researchers must ensure that
the potential participants are not forced into their
work. It is also highly important to understand
that while every individual may not respond the
same way to the crisis, they may not be
completely different either. The main task for
user research, even with the limitations of the
pandemic. an organisation, due to the crunch of
time, money, and resources (Ardill, 2020). Due
to the financial crisis, many design agencies
and organisations experienced postponement or
cancellation of existing projects, client
withdrawals, and delay in product development
and launch (Khemsurov, 2020).

A recent survey conducted by EnjoyHQ, an
organisation assisting in UX Research and
testing, reported insights on how UX teams
were affected by the disruption of the pandemic.
The survey revealed that 31% of the designers
and design researchers were already in stages
of going almost/completely remote even before
the pandemic and 21% of the sample claimed to
have already adapted to remote work for a
while. However, the other 40% expressed a
negative affirmation to remote work experiences
prior to the pandemic. The survey then
highlighted one of the major challenges faced
by 34% of researchers, which was the
unpredictability of user behaviour and
perceptions since Covid-19 was unanticipated
phenomenon. Some design researchers also
stated that it is supposedly quite challenging to
adapt to the changes in executing research
during this time, adding to the fact that they are
juggling home and work simultaneously. Another
crucial disruption that many professionals
revealed was the psychological impact the
pandemic would have on them such as the
possibility of downsizing, reduced clientele, and
disrupted funding. Nevertheless, there are 2
sides to every coin and so, apart from the nail-
biting challenges the designers and researchers
are experiencing, it has also opened new
opportunities for crisis intervention (Quintero,
2020).

“Working remotely might be the new norm, but
14

it’s not always easy.”- Sofia Quintero

Conducting User Research during Covid-19

The crisis indefinitely affected the way design
teams work, especially for researchers but it is
not impossible to adapt to the situation. The
world is changing and the responsibility of a
user researcher is to observe, unwind,
understand, and translate these changes,
needs, and pain points into curating appropriate
the user researchers, in this case, is to figure
out the common pattern among them. It is likely
that the user needs of today might vary from the
needs of next week.

The need for higher-order empathic skills is also
due to the limitation/low possibility of on-ground
and in-person research, which means we may
miss out on observing non-verbal cues (“UX
research during crisis”, 2020). Empathy tools
like Personas, Empathy Maps, and User
Journey Maps may have to be refined and
redefined constantly in different phases as the
pandemic’s consequences keep unfolding in the
coming months.

Going Digital, Going Remote

Digitisation and digital experiences are not
novel to the 21st century. Every business,
organisation, and individual is significantly
connected through digital mediums and
platforms- IoT and Artificial intelligence-based
designs, Mobile Applications, Websites, Social
Media are a few. The pandemic has created a
situation where the dependency on these digital
mediums is at a hike as working environments
have turned remote and the interactions have
become more on-screen, than in-person. This
seems to be a case applied to user research as
well.

With all social distancing, hygiene/sanitisation
protocols, and work-from-home lifestyle, user
researchers are also obligated to accommodate
themselves to remote research. Remote
research tools and methods were indeed used
by a lot of designers prior to the pandemic, but
there are many who have mostly preferred a
traditional approach of user research until now
like personal interviews and contextual inquiries,
card sorting etc. The pandemic opened a new
scope to explore and familiarise oneself with the
digital tools like Figma, Miro, Slack, and Zoom.

However, there are many other effective
qualitative interactions and research methods
that are available for remote studies are:

- Remote interviews and focus group
discussions. The researcher and the
participants can interact through video call
platforms like Skype, Zoom, hangouts which
could be recorded for further references and
analysis.
- Diary studies- Users can introspect and enter
personal accounts of their day to day more
freely, especially because the vast majority is at
home. The participant may also attach personal
vlogs or voice recordings if they don’t feel
comfortable writing.
- Open-ended surveys- Open-ended surveys
can pose specific questions followed by a space
to write their answers, thoughts and
experiences with no limitations.
- Desk research- A very important, and effective
method of observing measurable data patterns,
existing case studies, reports and publications,
trade reports, customer feedback scores that
help identify and map various frameworks and
contextual information to create validated, yet
deeper insights.
- Online co-design workshops for stakeholders
and other collaborative groups can be
connected for further understanding different
perspectives and brainstorm user needs and
design solutions, using collaborative tools like
Figma, Slack, and Miro. In these online
platforms, there is a transparency of what
participants and designers have contributed to
the collaborations, also allowing the possibility
of screen and navigation control.
- Usability testing and product evaluation-
research for product evaluation has also been
made possible through tools like Crazy Egg,
Userzoom, Validately. Remote moderated and
unmoderated usability testing can also be
carried out, where the users are given the
freedom to participate from their natural
environment, and the respective product is
evaluated by the users, with or without the
guidance of the researcher (“Going Remote
User Research During COVID-19”, 2020).
- Web-based intercepts- The viewers of the
organisations’ websites could be provided with a
pop-up asking if they would like to participate in
the user research. The users who are willing
15

could then be redirected to a video
conferencing platform, where they would now
be observed or monitored as they use and
navigate through the website, to complete a
particular task (Travis, 2020).

Remote studies and workshops may not be as
effective as on-ground studies, but
nevertheless, it offers things that field studies
couldn’t. Remote studies allow users to interact
from the comfort of their natural spaces,
reduces the time of travel, creates a flexibility in
the time and duration of interactions, and
allows a wider participant representation
without geographical barriers.

For the Not-So-Tech-Savvy

Tech savviness and the capability of engaging
with digital systems is a factor to be considered
not only from the perspective of the user
researcher but also the participants. A set of
the global population, mostly belonging to
generations before Gen Y or millennials (also
known as Digital Nomads) i.e Gen X and Baby
Boomers exhibit a lesser tech competency level
and hence are not completely comfortable
using the digital tools of this day. They may
express reluctance and may lack patience to
learn to use these digital platforms for an
isolated purpose. Certain users also feel quite
conscious about using Videocon platforms like
Skype and zoom. Even so, the participants’
capabilities and comfort have to be respected
and acknowledged, as every participant at this
time of the pandemic is a valuable asset to
creating optimal user experiences in their
design.

If the researcher or the participants prefer to
opt for the possibility of an interaction that
doesn’t involve learning new tools or high-end
tech usage, there are alternative ways;

Telephonic interviews- According to the
Hawthorne effect, users are more likely to be
more direct and expressive during a voice-only
telephonic interview as they are not being
observed, and hence are less conscious about
how they respond.

Vicinity and proximity-based research- A
potential ‘green zone’ locality or people existing
within the vicinity of the researcher’s
neighbourhood may be able to give valuable
information upon observation or interviews,
about their life and thought processes during the
pandemic (Gupta, 2020).

Conclusion

UX design industry and user research were
affected critically as the pandemic struck the
world for obvious reasons but there is also an
upside to every downfall, especially because
designers are problem-solvers. The key to good
UX research and design has always been to
find the actual problem, gain the deepest insight
to design feasible solutions for the users- the
mantra will always remain so even after the
pandemic.

References

1. What is design?. AIGA- the professional association for design.
Retrieved from https://www.aiga.org/what-is-design.

2. Merchant, R. (2018). The Meaning of Design. Medium. Retrieved from
https://medium.com/google-design/the-meaning-of-
design-44f1a82129a8.

3. Joo, H. (2017). A Study on Understanding of UI and UX, and
Understanding of Design According to User Interface Change.
International Journal Of Applied Engineering Research, 12(20). https://
www.ripublication.com/ijaer17/ijaerv12n20_96.pdf.

4. User Research Basics | Usability.gov. Usability.gov. (2020). Retrieved
from https://www.usability.gov/what-and-why/user-
research.html#:~:text=User%20research%20focuses%20on%20underst
anding,of%20design%20on%20an%20audience.%E2%80%9D.

5. Kumar, V., & Whitney, P. (2010). Faster, cheaper, deeper user
research. Design Management Journal (Former Series), 14(2), 50-57.
https://doi.org/10.1111/j.1948-7169.2003.tb00041.x

6. What is User Research?. The Interaction Design Foundation.
Retrieved from https://www.interaction-design.org/literature/topics/user-
research.

7. Mortensen, D. (2019). User Research: What It Is and Why You
Should Do It. The Interaction Design Foundation. Retrieved from https://
www.interaction-design.org/literature/article/user-research-what-it-is-
and-why-you-should-do-it.

8. Ardill, L. (2020). How Covid-19 could cause ‘product development
debt’ for UX teams. Silicon Republic. Retrieved from https://
www.siliconrepublic.com/careers/ux-industry-covid-19.

About author :

Abhignya Srishaila
UX Design Faculty

“Being a design evangelist, I strongly believe in the concept of the
‘butterfly effect’. A small gust of empathic exploration can indeed create
a storm of positive change and hence, advocating for adaptation and
change as the world shifts to a digital collaboration, rather than digital
dependency.”

Connects :

linkedin.com/in/abhignya-srishaila-02a5a815a
16

A Designer’s Mind at Work during the Lockdown
At the turn of the 21st century, the entire globe
was in sheer excitement of stepping into a new
era- the 2000s and beyond. But with that
excitement also came the fear of possible
mayhem not many had anticipated- the Y2K
phenomenon. The term Y2K, also popularly
known as the ‘Millennium Bug,’ was used by
technology experts to refer to a widespread
computer programming shortcut that could likely
cause all computers and digital devices to stop
working by the end of 1999. Sounds
implausible? Well, at the time, it was the most
frightening phenomenon known to mankind.
Many computer programs only allowed 2-digit
date configurations (i.e. ’99 instead of 1999). As
a result, there was tremendous panic around
the thought that digital devices could stop
functioning forever if they were not prepared to
switch from the date ’99 to ’00. The scare
caused leading government organisations and
corporates to move mountains to reconfigure
and avert the risk in time.

Fortunately, all things negative that were
anticipated with the advent of Y2K passed
rather smoothly and today it exists as a story
the digital world looks back to and chuckles.
Today, 20 years from that time, the world is
battling with one of mankind’s most dreaded
fears- the novel Corona Virus. Every single
individual on this Earth is trying their level best
not to get affected by it and avoid spreading it.
Unlike the Y2K, this one’s cure has yet to come.
In order to keep up with the changing times and
the behaviour trends that have emerged in
response to the pandemic, new and emerging
technologies are constantly being designed to
help make the ‘new normal’ more adjustable.
India has been wrestling with a lockdown since
March 2020, and like many countries, our
bustling economy has come to a standstill
during this time.

An immediate and inevitable response pattern
all leading organisations are embracing now is
going digital. Plenty of mobile applications hit
the digital marketplace overnight to help the
world adopt e-commerce facilities,
entertainment, educational avenues, work from
home collaborations, digital healthcare facilities,
to name a few. Special contact tracing
applications have also been designed to inform
people if they have crossed paths with a carrier
or agent within seconds of being out and about.
In Singapore, the government launched an app
called TraceTogether. It uses Bluetooth signals
between phones to track if potential carriers of
the virus have been in close contact with others.
In Hong Kong, residents were made to wear a
wristband which connected to a smartphone
app and could signal authorities if a person left
their place of quarantine.

Depending on different scales of concerns of
people, designers are increasingly working on
needs-based ideas to create customised
equipment. By paying heed to consumers’
growing concern for sanitation, several
companies quickly responded by launching
disinfecting sprays, sanitizers, soaps, and
alcohol based solution products.

India is a country with a booming population of
nearly 130 crore people. I am a resident of the
city of Mumbai, which is not only the commercial
capital of India but also a population of more
than three crore people by itself. Local trains,
buses, and taxis are the primary forms of public
transport in this city, and it is remarkable how
nearly 75-80 lakh people travel by local trains
alone. However, during the Covid-19 pandemic,
all such public modes of transports were forced
to shut down for over two months straight. Not
only has this left the city incapacitated, but it has
also plummeted its economy. Mumbai has never
been this way in all its decades of existence.
Little is known how quickly things could backfire
when its enormous population goes back to
using public trains.

As a student of design, the lockdown appeared
to be a good incubation period for me to ideate
and act on the need for the hour. I tried to keep
myself busy at home by making new designs
By : Malvika Kagzi
17

Student articles

About Author :

Malvika Kagzi,
B.Des, DIT University.

My name is Malvika Kagzi.
Being a fresh commerce undergraduate and first year designing student,
I come with an analytical and creative background and I am looking to
embark my career in the designing field.
My aim is to attain a UX-Design degree from the Dehradun Institute of
Technology while getting a hands-on experience in the designing
industry.

Connects :

Malvika1000@gmail.com

towards adaptability. Every new design I
envisioned was a learning experience in its own
way. It was both physically and mentally
stimulating.

Amid this lockdown, two of my relatives shared
their ideas with me about keeping the virus at
bay on the daily. After all, we cannot spend all
our lives indoors. By speaking to my family and
hearing their needs, I was able to empathize
and understand beyond my own needs. One of
the products that I designed was a ‘Sanitization
Box’ with Ultra-Violet (UV) Lights fitted in it. This
device would be electrically operated. Any
article/object that requires sanitising can be
placed inside the box, and then we switch it on.
The UV Rays will then penetrate from every
nook and corner inside the box and help kill all
kinds of viruses and germs that rest on the
surface of the object.

Another product that I have designed is a Body
Cover Kit which is made of 100% cotton. It is
inspired by the white robe traditional to Arab
men and parts of the Middle East. The kit
comes with a scarf that keeps the face and the
head covered. A person travelling to work by
public transport (especially by local trains),
could wear this protective attire. On reaching
office, this robe and scarf can be removed and
placed inside the same UV Sanitization Box for
sanitising. I also designed the logo for branding
and marketing purposes for both products. This
was one of my first ventures at commercial
designing, and I feel fortunate to have been a
part of this process.

Conclusion
The two products were designed keeping in
mind the primary ways Corona Virus can
spread and the steps we can take to prevent
our exposure to it. The two products intend to
protect a person right from the initial stage of
exposure and mitigate its spread in public
spaces. My role was to design the look of the
product. I had to keep in mind the intricate
details of the products to make them
convenient for use. The products are now in
production and have started circulating
nationwide. I feel proud to have made a
contribution in this time of crisis.

18
Story Board 1
Story Board 2
Story Board 3

Non-Thematic
Section
“Good design is obvious. Great design is transparent.”

- Joe Sparano

Roles and Responsibilities of a UX Designer
By : Kamaksh Gangani
You are sitting on your desk, creating that
perfect user experience through an appealing
user interface. You were up the whole night,
solving an amazing interaction problem, spent
days designing a sales dashboard that presents
some very useful insights to show to the sales
manager. You think you are ready for the
stakeholder meeting, have taken all the right
decisions and are pumped up about walking the
team members through your decision-making
process. But, on the day of the presentation,
things unfold very differently from your
expectations;

You: “This is the dashboard I have come up
with. As you can see, the graph shows some
amazing insights like…”

And before you can finish, you are flooded with
a host of inquiries and evaluations. 

Product manager: “I don’t like this graph. You
should have used a bar graph…”
Developer: “It will take me 30 hours just to code
this small potion of the data!”
Project manager: “This is not what we agreed
upon. This will need one more sprint to
develop.”

Stakeholder / Client: “Can we change this circle
to a hexagon? My wife loves hexagons! (This
actually happened to me once).

Now what? Even if you think you are a 100%
right and this is the best possible experience for
the user, suddenly the hero inside you who
wanted to conquer the meeting by showcasing
an amazing solution, dies. You feel undermined,
and your designs are limited to various
contrasting opinions.

Give me a high five if these are the thoughts
running through your mind: “These guys don’t
know how UX works”, “Why do they have a say
in design, I am the designer!”, “Only I know what
is best for the user”, “Nobody is letting me
work”, “Why don’t they mind their own business,
have I ever told them their pitch deck sucks?”

Are you wrong? No. But are they wrong? Also
no. Then where is the problem? The problem is
not in the field of design but the way people
think it works.

I always compare the field of design with the
movie industry. A director takes 10 months to
make a movie and it takes the audience and
critics two minutes to pass their judgment
towards it. But only the director and the backend
production team know all the tumultuous
conditions that helped bring the story to life. 

The fact is, the visual form of any product
becomes very easy for people to comment on.
Understanding and experiencing design is
subjective. There is no right or wrong. It’s about
whether it works for the user or not.

So whose job is UX really? Why are others
telling you what to do and why do they have an
opinion only on design and not on coding and
other technical aspects?

Newsflash- UX is every member’s
responsibility!

Now before you think that your job is in danger
and you start looking for other career options,
let me try explaining why you are indispensable
in the product ecosystem. There is one area
where the job of a designer becomes unique;
more than making design decisions, your job is
to make informed design decisions. Even more
so, your job is also to defend design decisions
for the best interest of the user.

Here are some expertise/tools you have to
prove that you are exercising the right decision
decisions and also evade blind feedback going
in to design.

Understanding UX as more scientific than a
creative practice- UX is not conventional art. It’s
an art of solving problems through science. A lot
20

such as Hick’s law, Fitt’s law, Gestalt’s laws, to
name a few. 

Conclusion

Despite having existed in the market for over
two decades, there still exists widespread
misconception and lack of awareness about the
field of user experience design. UX is not a work
of art alone. Plus, the job of design is not to
create something beautiful only- its primary
function is to solve problems.

One more thing, when non UXers take design
decisions with you, they are not always wrong.
They have a perspective, remember? Design
decisions never right or wrong, it’s always about
whether it works for the users. It’s subjective.
Always remember: UX is a collaborative
process. Everyone has the right to exert design
decisions but it’s you who can defend it for the
sake of the user. 

About Author :

Kamaksh Gangani
UX Designer

Kamaksh is a Design Thinker who believes in taking “informed” Design
Decisions. He has taken over 40 Design Thinking workshops, and has
mentored over 100 Design Students. Has more than 13 years of overall
experience in digital with over 10.5 years in Design. Kamaksh expertises
in Design Transformation and setting up processes and teams. He has
solved design problems for some large enterprises, one of them being
Honeywell. His love towards behavioural psychology has brought him to
this field. He enjoys Road Trips and reading about Psychology.

Connects :

linkedin.com/in/kamaksh
of people misconceptualise UX design to be a
result of creativity only, that it is all about
designing beautiful screens. That’s where
people often go wrong and start jumping in with
their preconceived notions. As a UX designer,
you hold the responsibility to educate and
create awareness about this field i.e it is about
solving human problems and frustrations. User
interface is only a tool/medium which designers
use to interact with a system. But UX includes
all that and the users’ psychology, personality,
cultural influences, social settings, needs and
goals.

User Research - The most important fact-sheet
is user research insights. User research gives
us the confidence to take a design decision in
user’s favour. As a UXer, it helps you convince
the rest of the world that what you know stems
from empirical evidence. For example, by
conducting user research you discovered that
when reading customer reviews, users typically
prefer a scrolling log but they don’t like to click
the “Read More” button all the time. 

Empathy - a designer has maximum amount of
empathy for the user as compared to anyone
else. You are the advocate of the user. It’s the
empathy that makes you learn more about
them, care for them, and provide them the best
experience they deserve. You are the face of
the user for rest of the project members. The
more empathy you possess as a designer, the
more willingness to defend design decisions.

Experience and heuristics - Because you have
solved a lot of design problems in the past, you
have developed an ability to back your
decisions and solutions with adequate
reasoning. One of the greatest qualities of a
designer is applying heuristics. Their ability to
sense what works and what doesn’t is what
makes them a designer by passion and not by
accident. 

Psychology -  plenty of scientific research and
behavioural observation have gone into backing
design principles. For example, the reason we
shouldn’t have more than 5-6 menu items is
explained by a concept called ‘cognitive load’.
The human mind can store only 5-6 items in its
working memory at a time. This proves it further
that every single design decision is grounded in
human behaviour and attitudes

21
By :Smit Kapse
Sandip University
“Digital artwork”

The Role of Animation in UX
By : Rama Mitkari
22
Why Do We Need Animations?

With advancements in technology, the
animation industry has come a long way from
creating hand-drawn, frame by frame films to
creating smooth human-digital interaction. It has
made it possible for humans to immerse
themselves entirely into larger than life
experiences.

Various digital platforms, such as apps,
websites, kiosks have become an integral part
of human life, and one cannot even imagine
going a day without them. We are surrounded
by these devices 24*7, and our lifestyle is
profoundly affected by them.
Now, here’s some food for thought; in today’s
world, we are exposed to tons of data floating
around us, all available on our fingertips. Have
you ever wondered why only a few leave their
mark embedded in our minds from all the
content that is being consumed? Is it just the
quality of content, or is it related to how it is put
across?
As compared to our previous generations, the
attention span and patience of humans have
drastically plummeted. In such scenarios,
animation proves to be a potent tool as it
ensures that the users focus on data that you
want them to see.

“Animation enables the users to see WHAT
YOU WANT THEM TO SEE!”

Lately, more and more designers have started
incorporating animation as a functional element
while designing product interfaces, as it has
been found to enhance the user experience.
However, just randomly adding animations to
the interface is not good enough, but placing
them at the right spot is essential too!
It’s our peripheral vision that helps us identify
any movement outside the center of our field of
view. From an evolutionary perspective, this
serves to be an indispensable skill that helps us
detect danger. However, it also implies that we
are sensitive and prone to
distraction by sudden movements (be it
meaningful or not). Thus, one has to carefully
draw the line between the useful application of
motion in user interfaces and one that is
namesake, as the latter could defeat the
purpose. It becomes difficult to stop attending to
it, and, if irrelevant to the task at hand, it can
substantially degrade the user experience.

How to Attain the WOW Factor while
Designing Animation for UI

One must ask the following questions:

1. User Focus: Where will the user’s attention
be focused at the time the animation occurs?
2. Continuity Transition: What is the
relationship between the objects already in the
user’s focus of attention?
3. Frequency of the Animation: How often will
the user encounter the animation in one
session?
4. Mechanics of the Animation: Is it caused
directly by a user action; or is it caused
indirectly? (On page load, while scrolling, or any
other such activity)

Animation is Multipurpose as it:

Helps build mental models

Good animation is like adding just the right
amount of salt in food: not too little, not too
much, just right! It blends with various other
elements of an interface to turn it into a
wholesome experience. It has the power to
either make or break your design. The subtle
use of animation helps build mental models and
enlighten the users about how a particular
system works and how they are required to
interact with it. Therefore, to enhance the user
experience, animations should be incorporated
at the right time and in the right place.

Keeps the user engaged

When a particular task has a longer waiting

user’s field of attention (on the Size and
Quantity fields). This slight difference in the icon
doesn’t stand out when the rest of the display
stays the same (Fig 1.0).

Fig 1.0. The Out of Stock message did not seem to grab attention
because it looked very similar to the Add to Cart tab, Source: Vans.com

Change blindness is a pervasive problem, and it
is essential that designers be acquainted with
some basics tips and tricks to minimize the
problem. For example, using appropriate
animation speed and strategic element
placement.

Fast animations are more likely to distract
users when they happen outside the user’s field
of view. They are suitable for essential elements
that users must attend to and act upon.

Strategically place important new visual
elements close to the point where the users’
eyes are already focused. Pro tip: Always!
Always consider the rule of thirds. (Fig 2.0

23
time, interactive animations prove to be pretty
useful in keeping the users engaged. They can
be leveraged for usability by giving clues about
what is currently happening with the system
thereby inducing patience in the user.

Makes the interaction more fun!

Elements such as morphing from one form to
another, fading through change of colour, or
interactive motions are thought to delight the
users and seem to make the design “pop.”
Animations, along with sound effects, are
commonly found on sites that are built for
children. Such elements often tend to distract
children; however, because young audiences
are generally less goal-oriented than adults,
these effects annoy them less and are better
tolerated and perceived.

Helps overcome Change Blindness

Change blindness is the tendency of people to
ignore alterations in images, especially when
they are placed in a region far away from their
focus of attention.

The two factors that play a significant role in the
likelihood of change blindness are:

1. Disturbance in our visual perception- this
can occur when a page reloads. Our eyes
quickly seem to jump from one fixation point to
another, or when a screen display shifts as a
device reorients from vertical to the horizontal
presentation. It might lead us to miss out on
some details.
2. Speed: Instant changes in visual appearance
are more likely to be masked by even brief
interruptions.

These factors have commonly occurred in
digital experiences, where visual elements
regularly appear and disappear almost
instantaneously. Other factors like attention to
detail and overall visual clutter also play a role
in change blindness. Generally, any time a new
visual element is introduced to an existing
display, it is at risk of being overlooked.

For example, on the website Vans.com, The Out
of Stock message did not seem to grab
attention because it looked very similar to the
Add to Cart tab, and was placed too far from the
Fig 2.0- Rule of
thirds simply states
that if a wide canvas
is divided in three
equal parts both
vertically and
horizontally, the
resulting grid helps
decide where to
place important
design elements

12 Principles of UX in Motion

Expectation, Continuity, Narrative and
Relationship are considered to be the four
pillars of Usability in motion However, these can
be achieved only after understanding and
applying the 12 Principles of UX in Motion.

Source: uninmotion.net

1. Easing results in reinforcing the ‘naturalism’
inherent in the seamlessness of user
experiences and creates a sense of continuity
when objects behave as users expect them to.
Disney refers to this phenomenon as ‘Slow In
and Slow Out.’

2. Offset & Delay is the second of the two UX
in motion principles that is influenced by
Disney’s animation principles, in this case, from
‘Follow Through and Overlapping Action.’ The
implementation is similar in execution; however,
it differs in purpose and outcome. While
Disney’s Principles result in ‘more appealing
animations,’ the UI Animation Principles result in
more usable experiences.

3. Parenting helps in creating spatial and
temporal hierarchal relationships by interacting
with multiple objects.

4. Transformation brings about a continuous
state of narrative flow when an object changes
its utility.

5. Value Change results in a dynamic and
continuous narrative relationship when the value
of a subject changes.

6. Masking creates continuity between an
object group and an interface object when
usability is determined by a particular part of the
object or group is revealed or concealed.

7. Overlay creates a narrative and objects
spatial relationship in visual flatland when
layered objects are location dependent.

8. Cloning results in continuity, relationship,
and narrative when new objects begin to origin
and depart.

9. Obscuration allows users to spatially orient
themselves with objects or scenes that are not
in the primary visual hierarchy.

10. Parallax creates a spatial hierarchy in visual
flatland when users scroll.

11. Dimensionality provides a spatial narrative
framework when new objects originate and
depart.

12. Dolly & Zoom safeguards continuity and
spatial narrative when navigating interface
objects and spaces.

Conclusion

Thus far, we have realised that animations play
a significant role in designing the UX of any
digital product. However, before its application,
one must consider the art’s strength, weakness
and make sure not to overdo it as that could kill
its actual purpose. It’s essential to have it in
appropriate proportions in order reap its full
benefits!

Reference

1. The importance of good animation in UX | Inside design blog. (n.d.).
InVision | Digital product design, workflow & collaboration. https://
www.invisionapp.com/inside-design/importance-good-animation-ux/

2. The role of animation and motion in UX. (n.d.). Nielsen Norman
Group. https://www.nngroup.com/articles/animation-purpose-ux/

3. Willenskomer, I. (2018, March 4). Creating usability with motion: The
UX in motion manifesto. Medium. https://medium.com/ux-in-motion/
creating-usability-with-motion-the-ux-in-motion-manifesto-a87a4584ddc

4. Change blindness. (n.d.). ScienceDirect.com | Science, health and
medical journals, full text articles and books. https://
www.sciencedirect.com/topics/neuroscience/change-blindness

About Author :

Rama Mitkari,
UX Content Writer

Rama Mitkari is a design enthusiast and an animation graduate from
MIT Institute of Design. She has a keen interest in UX, research, and
loves collecting interesting facts about everything in and around design.
The urge to help spread design knowledge across India has brought her
to work with ImaginXP as a UX Content Writer.

Connects :

linkedin.com/in/rama-mitkari-481456194

24

Applying Emerging Technologies in Facets
of Life
By : Rucha Udgirkar
Introduction

Our digital and technical environments are
rapidly growing in varied ways, especially in
response to the pandemic. Such dynamic
changes mandate designers to come up with
more innovate, ergonomic and adaptable
solutions to create smarter devices. It goes
without saying, a great designer is a thinker with
the opportunity to evaluate patterns and create
better products or services. So, let’s look at
some evolving opportunities in the field of
emerging technologies like augmented reality,
virtual reality and mix reality.

What is Augmented Reality?

Augmented Reality (AR) adds a visual element
to a live view often by using the camera on a
smartphone. Even some Snapchat filters use
AR technology. Devices like Google Glass were
solely designed to involve oneself in this reality.
There used to be a time when Pokémon Go
took the world by storm. Users of this addictive
game used to be hooked onto their phones,
trying to locate the virtual Pokémon in the real
world. It is one of Augmented Reality’s best
examples.

What is Virtual Reality?

Virtual Reality (VR) is an immersive experience
that shuts out the physical world. VR can be
viewed easily using a VR app on your
smartphone, but the use of a special headset is
still preferred. This is because VR is a simulated
environment; that is, anything you can see or
hear isn’t going to be the same as your current
environment. Several popular VR headsets are
available such as Oculus Rift, Google
Cardboard, and Samsung Gear VR.

What is Mixed Reality?

The real-world and digital objects interact in a
Mixed Reality (MR) experience, which
incorporates elements of both AR and VR.
Although VR transforms the world entirely, MR
merely alters it. However, it contrasts with AR.
Augmented Reality needs to employ digitally
enhanced objects to be played on the screen,
but MR allows the user to monitor these objects.
They can zoom in or out of any purpose and
shift it from place to place. Mixed reality
technology has started to take off with the most
popular mixed reality apparatuses, the
Microsoft’s HoloLens.

Fig 1. Differences in VR, AR and MR, Source: Wonder share Filmora
Applications

Augmented Reality

1. Advertisement - Augmented Reality helps
marketers and advertisers reach their audiences
through immersive experience. AR ads are
interactive and engaging as compared to
traditional ads. So, they not only promote sales
but also increase brand awareness. For
example, Pepsi used AR technology for an
advertisement campaign to turn a standard bus
shelter poster into an entertaining experience. A
screen and camera were installed in London
bus shelters to overlay virtual objects onto a
real-life camera view.

2. Manufacturing - Augmented Reality aims to
increase profitability and efficiency in
manufacturing businesses. Workers in the
manufacturing sector can get support from AR
devices to reduce human error, save time, and
improve performance. Many of the world’s
largest companies, such as Boeing, are already
using AR solution to give aircraft technicians
real-time, hands-free, interactive 3D diagrams
right before their eyes.
25

3) Navigation - Augmented Reality is
particularly used in navigation. Virtual objects
which overlap the real world can give directions
and guide people to places. Many companies
use AR to attract people to their stores; for
instance, Yelp has an option that shows you the
closest cafes and restaurants.

Virtual Reality

1. Education - VR based educational and study
content can revolutionize education and make
learning more immersive and engaging.
Besides schools and universities, virtual
environments can also help businesses train
their workforce for skills development. Certain
universities also provide VR educational
content to companies and organizations. . For
example, University of Michigan Football
program gives students a chance to feel what
it’s like to play at the Big House in front of
100,000 + screaming fans.

2. Real Estate - For decades, pictures were
used by real estate brokers to advertise
properties. But now agents can use virtual
reality to have the client walk through the floor
space to experience the sense of depth and
height. VR is immersive, unlike images, and
prospective buyers can take three-dimensional
walkthroughs and better understand what each
property has to offer before they visit. For
example, companies such as “Roomy” are
providing VR staging services to real estate
agents.

3. HealthCare - Virtual Reality will offer an in-
depth insight into human anatomy, helping
doctors better understand their patients’ needs.
Also, VR technology is handy for surgical
training. A Medical Realities focused platform
uses 360-degree images and virtual anatomy to
train potential surgeons. Companies like Osso
VR offers VR solutions to train surgeons on
conducting surgeries.

4. Marketing - Businesses can reach their
markets by introducing immersive and
interactive marketing strategies, thanks to
virtual reality. It is particularly important in the
online shopping era, as familiarity with VR helps
people get a feel for their products without
leaving their homes. IKEA created a kitchen
incorporating VR technology. Using a VR
headset and a controller, people can explore
his virtual kitchen and even connect with objects
in the space.

Mixed Reality

1.Virtual Workspaces - Using MR, team
members will be able to network in a virtual
world. Thus, a connected environment will be
created in which workers can collaborate and
interact with virtual items. For example, a
pharmaceutical sales representative may bring
two mixed-reality devices to a doctor’s
appointment. The doctor and the sales
representative can then both wear the tools and
see the new drug model, as explained by the
sales representative. They will then visualize the
drug’s chemical structure and model how the
drug will work through the body to combat
disease. Via this shared experience, the sales
agent will create more robust relations with the
specialist and have a more detailed description
of the drug being sold.

2. MR for Remote Experts - Most companies
usually find it challenging to respond to any
requests from clients who need counseling. It is
expensive to fly in expertise or to fix issues at
different locations, and also time-consuming.
Moreover, in such situations, there are also
issues pertaining to network, connectivity and
device configurations.

But all of these can now be avoided by
introducing mixed reality which will help provide
the counseling remotely. With this technology,
access to experts can be made quick and
effective. For example, physicians in the
healthcare sector can provide guidance and
decision-making to students or other physicians
without the need to be in real locations.

Opportunities evolving due to Covid-19

Covid-19 has shaken the world. Humans are
social individuals who visit malls and other fun
places to purchase goods and socialize. By
being forced to stay indoors for months on end
is causing heightened anxiety issues. Many
people are reporting feeling like prisoners in
their homes, and they miss going outdoors. This
crisis has turned the world upside down. But
they say, “Every problem has a solution,” so
technologies such as AR / VR / MR enable
people to shop, chat and socialize virtually.

26

Due to Covid-19, people will be socially distant,
but they will be virtually close. Augmented
Reality, Virtual Reality, and Mixed Reality are
not just elements of science fiction anymore,
but they are fully built technologies as
functional as smartphones and laptops. The
only thing that was earlier stopping these
technologies from widespread adoption was
the lack of need to interact virtually. But the
pandemic made it possible, even mandatory,
and has forced us to shift our gears towards
bridging the gap between reality and the digital.

Now, let’s look at some of the sectors evolving
using AR/VR technology amid Covid-19:

Tourism

Due to Covid-19, the tourism industry across
the globe is struggling to survive. But,
technologies like AR/VR have proven to act as
boon amidst this pandemic. With its a try-
before-you-buy experience, it has opened a
door as an opportunity to the booming AR/VR
industry. Once the pandemic finally fades away,
the benefits of virtual tours won’t end. In
January of this year, South Carolina State Parks
released a five-minute VR version of the rugged
Table Rock Mountain climb. Those with health
restrictions would also experience the 3.6-mile
trek. Providing VR experiences like this for
crowded destinations can proactively slow
environmental deterioration and overcrowding
as people start travelling again.

Automobile

Most customers are avoiding purchase of new
vehicles due to social distancing norms. This
represents a great opportunity for AR / VR
technology to enable consumers to select their
future purchases from their own home. In
response to the Covid-19 measures, BMW
India launched a fascinating range of products
and services virtually. Customers can simply
use their smartphone or personal computer to
interact with the sales consultant virtually and
get a 360° view of vehicle exterior, interior and
discuss other features. Vehicle brochures,
specification details and other documents are
shared online avoiding any physical contact.
Customers will receive their BMW at the place
of their choice after a thorough sanitisation
process.
Retail

Retail was one of the sectors that were hit
hardest in this crisis. People will now search for
items using AR/VR devices. If someone wants
to buy new furniture, they will visit the online
store, where there will be an interactive catalog
of a store, and he/she can pick the furniture and
superimpose it to their intended venue. Hence,
a family can see exactly how furniture would
look in their home without stepping out. AR
systems can also be used to select products like
apparel. Shoppers can try different clothes
without the inconvenience of visiting changing
rooms again and again. For Example,
Swarovski launched a VR mobile app in
collaboration with MasterCard for the Atelier
Swarovski Home Decor collection.

Conclusion

Covid -19 has ushered the era of emerging
technologies like AR/VR/MR in every sector.
Trends are still evolving, and we will be living in
a world that will be more virtual than real before
we realize it.

References

1. Marr, B. (2019, July 19). The important difference between virtual
reality, augmented reality and mixed reality. Forbes. https://
www.forbes.com/sites/bernardmarr/2019/07/19/the-important-difference-
between-virtual-reality-augmented-reality-and-mixed-reality/
#16ee32e935d3

2. Bharadwaj, H. (2017, November 2). New realities: VR, AR, Mr, and
the future of design. Toptal Design Blog. https://www.toptal.com/
designers/product-design/vr-ar-mr-the-future-of-design

3. Merel, T. (2020, May 1). How could COVID-19 change AR/VR’s
future? VentureBeat. https://venturebeat.com/2020/04/25/how-could-
covid-19-change-ar-vrs-future/

About Author :

Rucha Udgirkar
UX Content Writer

Graduate in CSE from Pune University. My hobbies are traveling,
reading books, and listening to music. I am passionate about exploring
the psychology behind user experience design and implementing new
ideas in my work.

Connects :

linkedin.com/in/rucha- udgirkar-692645150
27

Faculty Speaks
“Experience is the teacher of all things.”

- Julius Caesar

Nimble – A Concept for City Bus Services
The bus undeniably remains one of the most
effective modes of transport in the country.
From young to old, one can always see people
queuing up in towns and cities to catch that one
bus on time to get to their desired place, be that
the office, college, home, or just the 8’ o clock
movie. The bus system becomes an essential
service for traveling both inside and outside the
city especially for those who do not own
personal vehicles. Despite the high demand, the
quality of the bus system in India has
undergone very little change since their
inception. Due to an increase in the ratio of
personal vehicles and the rising population and
over-crowding, it has never been a priority to
provide the customers a delightful experience.

Nimble is an original concept of a mobile
application designed to reduce friction in the
experience of travelling through public buses.

The solution is focused on the following target
audience:

Primary target audience

1. Office going – These users have very little
chance of changing their regular routes, and
they generally know which bus to board and
from where to board.
2. Students (School/College) – These users
have a very high frequency of changing routes
because they are quick, often indecisive and
open to adapting.

Secondary target audience

1. New in the city – those who are visiting the
city for the first time.
2. Occasional user – those who travel for a
specific cause like going to the hospital,
shopping, catching a movie etc.

User Research

We conducted unstructured interviews with
couple of people to understand user insights.
And to understand the situation in detail, we
conducted more in-depth personal interviews
with users who allowed us to gain a deeper
understanding of

1. Why users travel on a public bus ?
2. How they find the bus ?
3. If they don’t get the bus then what
alternatives do they have ?
4. Frequency of changing bus routes
5. Using maps for nearest bus stand
6. Frequency of cell phone use while traveling
or walking
7. Spending time while traveling

The user interviews revealed that regular users
like office going population generally know the
estimated travel time to the destination and
have a very little chance of changing routes. To
board the bus, they simply wait at the bus
stands. They prefer buses with fewer crowds.
But if they are not getting buses at the right
time, they have to arrange the alternatives
themselves. Alternatives at such peak times/
rush hours are almost twice as expensive due to
fare hike.

In contrast, users like college students and
occasional travellers have a very high frequency
of changing their routes. They generally depend
on waiting for the bus at a bus stand or
checking for bus numbers with other waiting
passengers. They also look for alternatives.
while waiting for the bus or traveling inside the
bus. They use their cell phone to while away
time on social media applications or listen to
music.

Following the user interviews, we narrowed
down the user needs as following:

1. The user wants adequate information about
buses going towards their destination in order to
find alternatives.
2. Nearest bus stands where they can board the
bus (if the user is new to the location)
3. Information on the number of people traveling
By : Rakesh Ahirwar
29

Importance of Call-To-Action (CTA) Buttons
inside the bus- this has become a crucial need
especially during the COVID – 19 crisis

4. Ticketless travels – physical tickets can be
tough to arrange amidst the crowd

5. Digital/Contactless tickets 

Product Goal

The main goal of the product is to serve
middle-class families for whom public transport
is key for their daily commute. This app will not
only help them reach their destination on time,
but they can also keep track of their spendings.
This app will offer benefits like paperless
tickets, sharing your live location with your
friends.

How the App Works

This app basically works by sharing live data
from bus operators directly to the end-users.
The solution comprises of two applications that
will exchange the data. The first app will be
used by bus staff like conductors and drivers.
They will upload the route number, starting
point (Bus Stand) and the endpoints (Bus stand)
along with the fare and other details. The app
will generate a QR code that can be scanned
from the back of all the seats to purchase the
tickets.

On the consumer-facing application, users
need to on-board using their mobile number.
They have to configure their account number in
order to purchase tickets but this is optional
because many users are still more comfortable
using cash. Users will start the task by entering
the travel destination. Upon entering the
destination, the system will show the nearest
bus stand where he/she can board the bus
from. It will also help the user navigate to that
bus stand. At the bus stand, the application will
display the bus options going towards the
desired destination and the respective fare. In
case there are no direct buses, the application
will suggest other connecting buses along with
the details like where to board the next bus
from.

After boarding the bus, the user can take a seat
and purchase the ticket by scanning the QR
code placed on the back of the seat in front of
them. When users are about to complete their
journey, the application will show a notification
message- “You are about to reach your
destination in the next 5 minutes. Kindly move
towards the exit door to leave the bus”

App Interface

On-boarding Process

Fig 1. Upon installing the app, the user will select their desired
language. Next, they will verify their phone number by entering a 4 digit
OTP and finally complete the on-boarding by entering their name.

Fig 2. The user will simply enter their travel destination by clicking the
‘where to’ box. The app will then provide various bus routes and the user
can select the one most convenient. At the bus stop, it will further
suggest the buses that are heading towards your desired destination.
can select the one most convenient. At the bus stop, it will further
suggest the buses that are heading towards your desired destination
30

ImaginXP Design journal

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