Shaheena A9arwala is a UX consultant and founder of PurpleCube Design Studio. She discusses UX design techniques like keeping interfaces simple, relating designs to familiar concepts, and testing iteratively. She explains how companies like Amazon and Google focused narrowly on specific goals and grew from there. A9arwala also discusses how Flipkart and Myntra struggled by going app-only and losing users due to limitations of mobile apps and choice. Overall, she emphasizes techniques like focusing scope, understanding users, rapid iteration, and multi-platform support in UX design.

1. UX
101-­‐
A
doers
guide
to
UX
Mentored
By
|
Shaheena
A9arwala
-­‐
Head
of
Design
@RuthlessUx
www.RuthlessUx.com

2. About Speaker
• UX Consultant
• Currently Head of Design at Wigzo Technologies
• Founder PurpleCube Design Studio (2009 - Present)
• Ex - Designer BookMyShow(2009) and
Shaadi.com(2012)
• Ex - Co-founder & Design Head at Truss Networking
(2014)
• UX Blogger at www.RuthlessUX.com
@RuthlessUx
designs@purplecube.in
09892777897

3. UI - Interface Elements
UX- How a user gets.
from point A to point B.

5. There are a very few known techniques
that can precisely and consistently shape
a good ux
Keep it simple / Relate to things people used to/ Learnt it anecdotally /via Experiment

6. Beauty is secondary

7. Utility Comes first | Beauty is secondary
masochistic teapot

8. Users resist change
E.g. Digg did a majorUI
change and had a massive
user exodus.
One Week>
Digg3.0>DiggApocalypse
Timeline
changes /
Homepage
changes
Stage changes | Beneficial for your company

9. Users resist change
Fool them
slowly rather
than quickly

10. Make users feel smart (Salt&Pepper Rule)
Don't hide things in complexity in design.

11. Don’t take the liberty to go so wrong
Do basics right!

12. Don’t reinvent the wheel - Familiarity = Quick Learning
Familiarity in design makes for faster learning.

13. 4 step to build a Good UX
Be Specific - Narrow it down
Build Accurate
Test
Simplify

14. Be Specific
Speeds up design and development time {Agile} Just get it out there
2. Building. Just start building.
3.
4. Guides testing (Collecting data. Get all the data about how your user is using the app and
analyze it. )
5. Gives marketing individuals early insight into user acquisition strategies
6. Narrow down number of variables for testing. Simplify. Simplify based off the data you're
collecting.
7. Saves Money
8. Keep Vision of Dream separate from NOW. Pick one Go with it! Focus on Now!
Pick one go with it
1. Narrow down to your exact target users and focus on doing well there. Make your scope very
specific (specifically your first adopters) e.g. Amazon started as an online marketplace for new
books. Google was only search.

16. Why Focus?
Pick one go with it! Killing with one thing and then grow!

17. Who are you?
Make it easy for people to identify with your brand

18. User Personas
Sketch out what your users are like

19. Build - Define User Journey
Iterate. Speed is the king
1. User Personas
2. Identify Journey
3. Solve Journey problems and errors
4. Identify loopholes
5. Identify use cases
6. Identify dead ends and escape
hatch

20. Stop Thinking!
Keep Building!
Keep Iterating!
Speed is the king!
Iteration is the King!

21. Tools
The Right Way To Do Innovation: Fail Early, Fail Fast, Learn Cheaply

22. With smartphones
becoming ubiquitous,
especially among the
educated urban
upper-middle class
Indians, Myntra was
betting that its
customers would
accept the loss of the
web option in return
for greater user
experience

23. Understand Users! Do research!
May 2015
● Mobile accounts for 70-80% of
e-commerce traffic today.
● Forcing users to downloadthe
app and shutting outrivals.
● Within 9 months reopened its
mobilesite

24. Majority of our daily media interactions are screen based
Flipkart is not going completely app-only. It
has reintroduced a mobile web option -
something it had discontinued in March. 2015
● Amazon quickly took advantage.
Thanked consumers for making it the
most visited ecommerce site inIndia.
● Billion Daysale
1. Browsing on the desktop is much more
easier than on mobile app
2. Sorting and applying filters may be
difficult onapp
3. No more choices, you are just trapped
4. Mobile device and mobile internet
limitations
5. Competitors are on Multiple
platforms, user mayswitch easily

25. @RuthlessUx

26. Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August

27. Majority of our daily media interactions are screen based
Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August

28. Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August
Computers keep us productive and informed

29. Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August
Smartphones keep us connected

30. Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August
Tablets keep us entertained

31. Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August
Sequential - There are two modes of multi-screening
www.RuthlessUx.com

32. Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August
Sequential screening is common &
mostly completed within a day

33. Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August
Smartphones are the most common
starting place for online activities

34. Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August
PCs are most often a starting point for
more complex activities

35. Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August
www.RuthlessUx.com

36. Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August
Smartphones allow us to shop
at home or on-the-go

37. Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August
Spontaneity plays a major role in shopping
Spur-of-the-moment vs. Planned shopping

38. Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August
We often move from one screen
to another while shopping
www.RuthlessUx.com

39. Source :Google - The New Multi-screen World: Understanding Cross-platform Consumer Behavior - August
Consumers take a multi-device path to purchase

40. Learning your users to increase user base
It is also clear that Tinder is trying to
position itself as much more than just a
hookup app.

41. People are never going to learn enough.
People are never going to be beginners.
People will always be learning.
- Allan Cooper
Make it simpleenough. Discoverability isa great toolfor learning.
Humans are hardwired and naturally intuitive to things that resonate to
their gut

42. “Good idioms are learnt easily”

43. https://www.heromotocorp.com/en-in/reach-us/product-enquiry
USER ONBOARDING
www.RuthlessUx.com

44. www.RuthlessUx.com

45. https://www.heromotocorp.com/en-in/reach-us/product-enquiry
DESIGN THINKING
Design thinking is a user-centered approach to
problem solving.
Empathy is key.

46. https://www.heromotocorp.com/en-in/reach-us/product-enquiry
Gmail introduced “Labels”
● Huge data
● Irrelavant
folders
● Eventually
search
becomes
inevitable

47. Visual Feedback

48. Guide users | Help | Intervene

50. Miss Universe 2015

51. Photo Courtesy: http://www.rickshawchallenge.com/wp-content/uploads/2016/02/money.png
Good Information Design

53. Public Adaptability
Govt Sites | Public Utility Machines

54. Public Adaptability
Govt Sites | Public Utility Machines

55. Photo Courtesy: http://www.thehindu.com/multimedia/dynamic/01606/TH03_METER_1606190f.jpg
Public Machine Designs

56. Public Place Design - Doors

57. Public Place Design - Doors

58. “Doors do not need an instruction manual they should simply be “KISS” – Keep it Simple and
Stupid”

59. “Doors do not need an instruction manual they should simply be “KISS” – Keep it Simple and
Stupid”

60. Public Place Design - Washroom

62. Objects of Daily usage

63. Keep innovating - The foreplay of AI and User Experience

64. THANK
YOU!!!
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