 Yeah so I'll start by introducing myself and as you see there I'm a Global Translation Medical School JTA short for Global Translation Medical. My colleague here, Kaffir, talked to you about various roles that are in white press. In case you are out there and you feel like you need to contribute to the committee there are various ways that you can get involved in. Me here today at the Red Cross at Assyria, we contribute to white press with translate white press into the calendar and they call the SIPO Global Translation Medical School Polyglots. In case you want to become a polyglot at Assyria, talk about that more and in the future you can become a part of it, you contribute to the white press community. So going further we look at when we're not looking at only a site, we're also looking at products. For example, if you're going to purchase a product, how does that person who makes a product ensure that someone can come and reuse that product again? We have to make sure that they understand your requirements, the user's requirements. So as we are designing our site, our products, we have to put ourselves in the user's shoes and we look at it in perspective that the person is going to use this product. How will I feel if I'm using this product? Will I be comfortable using it? Will I be secure when I use this product? These are all the things that we have to keep in mind while using any product. Most of the time when you work with site and you find that it's very, very beautiful, it has good visual effects, chances are high that it's not usable. At some point it has broken links and all that. So all design has part to part to keep in mind that if I have a product example on my site, what does that pattern do? What we call action requirements? If someone click on that pattern, he'll take the link which is not secure or all the things. So I'll talk to you guys about the empathy and sympathy. So if I'm working and, for example, I go to apply my buttons, if someone just looks at me and says, sorry, that's it. But it won't help me because I'll still go and look in the way that I am. But if someone does look at me and stop me and tell me that you need to do what? You need to apply your buttons. It helps. So in that same way, if I have a problem on my site, I have to make sure that I get ways of creating feedback from what? From the people who are going to use that site. So we have to look at feedback and usability while we are designing our sites and have this overall in mind. So to move on, a product space will just imagine, if I told to access this area, we had to jump to a place where there is an opening and closing. How many people would go out and come back here? There could be a few people. But because there is a possibility of opening and then you move inside, which makes me accessible enough. There is a wheelchair accessibility to this place. So even if someone is disabled, they can still access this place. So these are all the concepts that we have to have in mind. Because at the end of the day, any product, for example, this building that we are in, if the design actually puts this floating restaurant here without access point, we use this because no one will be able to access this building. So the same thing that if you are designing a site, you have to have usability in mind. You have to have feedback in mind and you have to connect with the person in this USAID that is not a very bad experience. Now, we all know Gigi, right? Yeah, we know Gigi and just take an example. If someone went to Jumiya to buy something at home, Jumiya looked like this where you have shoes and things which are not organized. You actually feel bad, right? You feel scared because there is no trust. Trust is ability and you wouldn't try to navigate. The crazy thing is that this site is still active even after all the users are still in this shape and look. First time this site, I had a bad experience and I tried to use it as an example here. So if you look at this site, it lacks clarity, it lacks usability, it lacks ability to design. It lacks good design and good user experience. Now, the speaker was here earlier and he talked about when you're designing or when you're developing any sort of upgrade that we are actually solving a problem. That's if you are going to the same site, it's better to talk to your client, understand the problem and then you write down the requirements and you come and solve that problem that you are having. Not solving anything, chances are high after one year you're going to tell your postings provided that I'm longer than you, I'm not going to renew it. Why? Because walls are long and they didn't give you what you actually wanted it to be. So the other thing that you can do is you can use it to be testing whereby you look at a similar site. For example, if I wanted to do an art and craft show, I would like to look at Serena's store and see how she did it and what did I try to bring so that they can bring out that look and feel and experience when someone comes and gets leads at the end of the day. So that's the story. I don't know whether you've ever had air rain and breakfast. So as we know most of us, we can see our company outside the country and some of them are staying in hotels and others are staying in air and breakfast. These rented homes, initially they started as rented homes whereby in case you have your house with big space you can rent it out to someone in your city they sleep inside and then they pay you. So you pay for sharing your space. So when it started back in 2019, their site like this in 2019 where it was just starting. But still this site had visibility because someone could come, sign in, enter their details and pick the rooms that are in there. But then it was not performing well. And then the two owners of this site, the good thing they had the idea because they used to travel a lot and so they needed places to live in. So that's how they came up with this idea. But after something they realized that why they're not making more profits with their site because of the bad design, how this site is, they would actually invest more money in Google Ads and SEO to make more people come to the site. But still even if you do SEO and you do Google Ads to any product that is not good at some point your clients will go away. So what they decided to do is to go back and sit down, understand the problem and their problem was lack of good design. They had very, very bad images. Some clients would tell us that I need the site but you can take pictures using your phone. Most of the times you don't get good resolutions. It's better to go and hire a photographer, they come take photos and then go and use clear images on your site. They will pull people and people will get trust if they see the picture that looks clear and they come to your site and find that exact picture. So what they did, they went back and they designed their site. How many of you wouldn't like to go to any of those places? I know, so something to look at this and let me just go to the city and then I stay in one of the zones because it looks really, really well so it pulls people back because of how they designed this site very well. Basically, some people when they look at all the people who talk about design they think visual effects only but it's more than that. At some point we've had experiences where client pictures pass through our site but when we call them back to us they go to follow up on the request to design their site they turn down. Why do they do that? Because the person who is calling follow up, the language they are using is not good and if someone called you you don't need to do this to themselves and you see past information you design for your site and the amount of this you don't need to do this to themselves you fear because you don't know who is going to be where they are going to get information from so it cuts of course and then it boosts the individual customers at one point at one time which time they use to commentate their clients while they are dating their products. These are things that are a good consideration. So we've looked we've heard of something called Human Centre Design where we say that we put users more humans first in this era that we are going in now users are going beyond just humans because we have now AI and they are also under the category of users so we have to actually put ourselves and look at HCDs so that we look at users as humans and then when we are involved in products we don't go products to be used by AI or what we draw them to be used by humans so imagine you are the person who is using that power power which you feel so in conclusion Design for Conversion again is more about so it's more about getting people to take actions creating positive user experience building relationships with your visitors and putting people first and anyone can do this just make sure that you have your products you have your clean products and even when you have your products try to understand the users try to understand who you are designing your products for and also try to imagine you are the person using that product and how would you feel and that's it thank you so much in case you have any questions you can please thank you thank you so much I think that's all