Kshitiz discusses the importance of user experience (UX) in design, emphasizing that it goes beyond aesthetics to encompass emotions and the overall interaction with a product. He highlights how effective UX can lead to customer delight, increased sales, and reduced costs, as well as the need for designers to be involved throughout the entire project lifecycle. The presentation also addresses common misconceptions about UX design and underscores the role of designers as problem solvers who focus on people and emotions.

1. Why
User Experience
matters
@kshitiz, kshitiz@happyhorizons.in
Talk at Honeywell, Bangalore
3rdSeptember 2013

2. HELLO I’M KSHITIZ

3. And this is what I do
for a living:
Evangelize about
design, get more
people to understand
design & convince
young students to take
it up as a career option

4. • Presently
– Dean & Director - India Operations at L'École de Design Nantes Atlantique
– Founder of Happy Horizons Consulting
– Founder & Managing Trustee – Happy Horizons Trust
• Previous
– Design Head, Kuliza Technologies
– Founder & Director, Deskala Research and Design & Consulting
• Education
– MS in HCI Design , Indiana University Bloomington, USA
– BDes in Communication Design, IIT Guwahati, India
• Contact
– kshitiz@happyhorizons.in
– Twitter: @kshitiz
– LinkedIn: in.linkedin.com/in/kshitizanand/
– Website: www.kshitizanand.com

5. Happy Horizons
• Dean & Director of the school and all programs in
India
• 2 year masters program in Transcultural Design
• Teach Design for Social Impact and User Experience
• Mentor students on final projects
• Design the curriculum & faculty recruitment
• Student welfare and professional development
• Consulting practice
• Help large companies to startups with design
• Take design workshops at corporates
• Work mainly in user experience design, branding,
design for social impact
• Working towards improving the quality of education
in primary schools
• Career Awareness Seminars for high school
students
• Digital Literacy program for youth
Design | Research | Consulting"
+ a few other things like traveling, photography etc

6. WHY USER EXPERIENCE
MATTERS ?
Today I talk about

7. Design is such a natural human ability
that almost everyone is designing most of the
time - whether they are conscious of it, or not.
- Harold Nelson, Erik Stolterman, in ‘The Design Way’

8. UX IS DELIGHT

9. Think of an
activity that delighted
you?
(NON-WEB INTERACTION)

10. Is Delight = Features ?

11. How many buttons do you
typically use ?

13. Think of a web based
activity that frustrated
you?

14. SURPRISE à PLEASURABLE EXPERIENCE à
DELIGHT
PROBLEM à ANXIETY à RESOLUTION à
DELIGHT
Situation 1
Situation 2

17. Subjectivity
Delight is governed by

18. Delight is governed by
Objectivity

19. “If you don’t take care of the customer,
someone else will.”
- Raffaele Ciarla

20. USER EXPERIENCE
DELIVERING
DELIGHT
SINCE MID 90s
CUSTOMER

21. Web
1.0
Web
3.0
Web
2.0
Change in User Behavior

22. Internet users per 100 inhabitants
Reference
:
h*p://en.wikipedia.org/wiki/File:Internet_users_per_100_inhabitants_ITU.svg
What really interests us is this

23. UX IS EMOTIONS

25. VISCERAL
BEHAVIORAL
REFLECTIVE
A more detailed look and feel and function that is got by interactions i.e. the
total experience of using a product
Refers primarily to that initial impact, to its appearance
Appearance is rooted in form, aesthetics
Ones thoughts afterwards, how it makes one feel, the image it portrays, the
message it tells others about the owner's taste

26. Time
spent
InteracCon
VISCERAL
BEHAVIORAL
REFLECTIVE

27. Products were once designed for the functions they performed.
But when all companies can make products that perform their
functions equally well, the distinctive advantage goes to those
who provide pleasure and enjoyment while maintaining the
power. If functions are equated with cognition, pleasure is
equated with emotion; today we want products that appeal to
both cognition and emotion.
– Don Norman

31. 1993
2013

32. TODAY
WE ARE
LIVING
WITH
COMPLEXITY

33. And good UX is the differentiator

34. • Increased productivity
• Reduced costs
• Customer retention
• Increased sales
• Savings on customer –service calls
• Reduced effort and cost on redesign
ROI on UX at right time results in

35. Early focus on UX Design
Saves money!

37. HAVE YOU HEARD OF
THE $300 MILLION
BUTTON?

38. h*p://www.uie.com/arCcles/three_hund_million_bu*on/

39. So, what is User Experience?

40. h*p://www.stephenthomas.com/about/images/what_is_ux.jpg

41. The UX process

42. UX : a field of Unclear boundaries

44. Just remember this

45. • Doing Stake Holders Interviews
• Business
• Technical Team
• Actual Users
• Try to understand the direct impact / indirect
impact on the solution
• Different User Groups
– Target Groups
– Affected Groups
UX requires to be engaged
with different stakeholders

46. UX has resulted in a lot T shaped
professionals

48. PETER
MORVILLE’S
HONEYCOMB
MODEL
Image
Source:
h*p://semanCcstudios.com/publicaCons/semanCcs/000029.php
The key goals of UX teams is to
make products:

49. With a little guidance from Dieter
Rams and his principles

50. The UX role shift
From aesthetics
To process
To products
To service
To strategy
To experience

51. TRADITIONAL UX IN CONTEXT OF
HCI (HUMAN COMPUTER
INTERACTION)

52. USER EXPERIENCE TODAY ?
Users
Business
Technology
UX

53. It has resulted in new processes

54. WHAT IS THE
SILICON
VALLEY’S NEW
SECRET
WEAPON ?

58. What’s common between all of these?

60. Designers play a
huge role in
businesses these
days

62. Designers should be
made a part of
entire end to end
projects.
Here’s why!

63. (UX) Designers are
System Thinkers

64. (UX) Designers provide a fresh
approach to Problem solving

65. (UX) Designers have a
prototyping culture

66. (UX) Designers focus on
People and emotions

67. (UX) Designers create
capacity and add value

68. New faces of UX

69. VISUAL DESIGN:
What most people
think UX Design is !
Misconception alert!

70. Visual
Design
Last
in
First
Out
User
Experience
The
whole
process

71. People want
Visual Design
but ask for UX

72. But by then its
too late !

73. Interfaces are everywhere
And that is why people want the
aesthetics to look good first.

74. Think of all the interfaces around you
• Hand held devices
• Information Kiosks
• Interaction in public environment
installations
• Television based interfaces
• Automotive interfaces
• Household and non household
appliances
• Audible interfaces

75. So there are some elements of
design that everyone should know
Getting quality
designers is tough
à

76. • Lines
• Shapes
• Mass
• Color
• Texture
The elements of design that
everyone should know

77. The elements of color

79. Helping create better Visual Design

80. • Law of Similarity
– Similarity occurs when objects look similar
to one another. People often perceive them as
a group or pattern.
Gestalt’s principles

81. • Law of Proximity
– Proximity occurs when elements are placed
close together. They tend to be perceived as a
group.
Gestalt’s principles

82. • Law of Closure
– Closure occurs when an object is incomplete or a
space is not completely enclosed. If enough of
the shape is indicated, people perceive the whole
by filling in the missing information.
Gestalt’s principles

83. • Law of Continuity
– Continuation occurs when the eye is compelled to
move through one object and continue to
another object.
Gestalt’s principles

84. GRIDS
- soul and skeleton of
good design

85. More about GRIDS
• Optimum – Designing with the 960 Grid
System for the most commonly used
1024x768 screen resolution
• Grids divide the screen into areas
• All spacing becomes multiple of the
smallest spacing between elements
• Enhances Consistency of screens
• Standardizations reduces design time

88. The value of typography

105. John Dewey
American Educator Philosopher

106. “The”
experience
An
experience
An
experience
An
experience
An
experience
An
experience
An
experienceAn
experience
An
experience

107. • Most experiences are inchoate and
not thought through
• They are unfulfilled as they get
interrupted
• Frustrating and not significant and
leads to an unpleasant experience
The mistakes we make

108. a. The aesthetic
i. The “look and feel”
b. The intellectual
i. The business and strategy decisions
c. The practical
i. What the user actually interacts with and experiences
ii. The performance
Multiple things have to come together
to create the experience

109. In CONCLUSION

110. h*p://www.slideshare.net/whitneyhess/10-­‐most-­‐common-­‐misconcepCons-­‐about-­‐user-­‐experience-­‐design?from=ss_embed

112. A GOOD UX LEADS TO
DELIGHT

113. DELIGHT IS WHEN INTERFACES
CONVEY A STORY

114. STORIES DELIGHT US

115. WHAT’S YOUR STORY?

116. THANK YOU
9535206828 | www.kshitizanand.com
kshitiz@happyhorizons.in ,
k.anand@lecolededesign.com
twitter: @kshitiz