 Just to understand how many of you work in organizations that are sized like 10,000 and more employees? 10,000 and more? How many of you are like 100 and less? 500 to 1,000? All right. I think we are on time. We can start. Okay. So hi everyone. We are going to talk something about user experience today and how it's going to help you and for that matter, just like any other testing, the value of it depends on what is at risk. If there is nothing at risk, you might not test, but if there is so much on risk, you might want to test every aspect. The reason I was trying to figure out what is the size of the organization, a lot of times it's okay for a probably Google Glass to not fly off, it fails or something, some device like that or some product like that doesn't work in a huge organization. But imagine a smaller product company, a startup, which has that one product to be launched and that doesn't fly, that doesn't work with the users, users don't want to use that product. That's like a death warrant for the organization. That's where user experience comes into play. Let's start with it. So before I get started with the actual, you know, the nitty gritties of the actual user experience stuff as to what it is and how we do it, what are the usability lab studies and blah, blah, blah of all the technical details of it. Let me share with you some observations I had. Maybe it will make more sense for you as to why you should understand user experience. So let me show you a couple of slides, screenshots and anybody who's sitting behind who wants to look at the screen can come forward because honestly I did not expect rooms to be this long. So quite a few of my slides I have changed last minute. So bear with me with some images which look funny but that's because I took out the text and put an image there for people to see. So if you are unable to see it, try to come forward. If it's still not visible, I'll help you with the slides. Anybody recognize this? Reddit. Yeah, this one. Amazon. This one. Craigslist. How pretty are they to look at? They aren't, right? I don't want to use the word ugly but definitely nothing about them is very jazzy or beautiful to look at. How successful are they in their own fields? They're the leaders in their own lines. So they did not, the idea was not to focus on their beauty. The idea was how to make the users adopt it more. So just to quickly give a small definition of user experience. Anyone wants to try here, what is user experience basis? I mean as for them, what it is, any definition? Any one line or two line? What is a word that comes to you or a couple of words that come to you when you think user experience? How easy it is to use? Is it friendly? Okay. Yeah, user friendly, how easy it is to use because the whole idea is to take the user from point A to point B and how happy they are going there and they are able to achieve their goals, right? The rest of the factors will come to that but they're not as important as how the user is actually feeling about it. One of the other observations I had was users don't welcome change easy. And any of you who used to read DIG before Reddit? Yeah? Yep. The DIG used to be hugely popular when Reddit started as a startup. DIG came up with DIG 1.0. Super successful Reddit was struggling to get the users. Then DIG came up with DIG 2.0 and something happened to the users. You know, there's a term called massive exodus. You know when the wild buffaloes leave the summer time place and they run towards water because it's a matter of survival. So the huge tribe, the entire tribe just moves on. Something like that happened. People moved on from DIG to Reddit. How many of you are direct Facebook users and how many of you are like transcending from Orkut? Anybody here who used to use Orkut? Me too. Yeah? What happened when Facebook came in? We just forgot there's something like for Orkut. There was something like Orkut, right? Technically, probably they were all backed up with all good big organizations. There's nothing that was a technology failure. Let's look at eBay. Most of any of you who attended the visual testing session in the morning, we had that discussion. But I'll just, for others who have not attended, let me just say users resist change as they're talking about. And way back when eBay had started, they had this yellow screen. Microsoft, Google, all of them started to come in and they all had those, you know, huge white screens. Remember Google search? Just about done. So people, and it got hugely adopted. If you remember, if you will remember, do you know where Google started? Even as a search engine, it started as number 12 and where it is today. So we'll talk more about the focusing part of it, but coming back to the topic of white screen, the technology heads of eBay decided to have white screen. When they did, back then the emails were not very popular or contact us, customer support, these things were not hugely popular. So the technology teams there used to get hit mails. You know, those handwritten mails saying, why did you change it? That's where they decided that they did want the change, the team did want the change, but the users did not. So they had to fool the user a little bit. They wrote an algorithm to tone down the screen, the color of yellowness, I mean the yellow color, one shade at a time. Week by week, week by week, and by the end of the year, it was totally white. And the users were like, okay, they never complained and the management work got done. So that's how you have to treat users. You have to be sensitive to their need for not change so much. How many of you see Facebook trying so many things every now and then? There's something called as the AB testing that they keep doing. I don't know if the statistics is very, very correct, but it's said that in a year, they have approximately do about 25,000 AB tests at any given point, like putting together. Okay, so here's another observation. So eBay did fool their users, but the idea is to not make your users feel stupid, make them feel smart that they're able to use the application right away. I'll show you an example here. Now tell me, which one is a salt shaker and which one is a pepper? The right one is? Right to yours? Right. Is this salt? Paka? Sure. We'll try. Okay, I don't know. Honestly, I don't know. But I always say what's the problem in being simple and transparent to the user that this is what it is. Now, until last time when I presented this slide, nobody questioned me on this, but there was a point which was a little bit valid, not 100%, but the point was, looks do matter to some point. I mean, this one does look more classy than that one. However, if I, but this time I got an answer for that. Last time I did not have an answer for that thing. This time I have the answer and that is, do you recognize this? Have you seen this anywhere here on this break? But I absolutely loved the design. I'm like, it looks classy. It doesn't hurt the user. It doesn't make the user confused. They don't feel like I don't know what is in it. And yet it's so simple. It's just single hand use. You don't have to keep pressing, shaking it. It's so easy. Another observation was that a lot of apps, software, they want to be intuitive. They want to use the familiar trends. So for one of the greatest examples of it was the hamburger menu. The moment it came in, most of the people like, they just shifted to that because it was so familiar, so easy. The users were used to using it. So all of this put together, these observations. What we realized was, what matters really is the usability. So what is usability? And this had a lot of text. I just made it into the designs of this user. What is usability per se? It is how quick can you actually learn the application? How quick can you, once you've learned it, how efficiently you can use it? If you've been away from that application for say a couple of days, weeks, months, whatever, and you want to use it again, and you come back, how easy it is to, you know, kind of memorize again how it was to use? If you do, as a user, if you do happen to conduct some errors on it, how much of criticality is allowed? Like how many critical errors are allowed? And if they do happen, how quickly can the user be back to their, you know, normal state? And at the end of it, overall satisfaction. How does the user feel? How many of you use Paytm? Oxygen. Moby quick. There we have the difference. What's working? What's not? It's not about the technology, it's not about any other thing. You know, Paytm, yes, you can say that, but Moby quick wasn't very far away. And for that matter, what is that term, the first, first mover advantage? Yes, that's there. But sometimes, it's also about, even if the second person has come in and they're solving the problem in a more neat way. Yeah? Google, which was a 12th search engine, is now number one. Yeah? So, yes, I do agree with you that first mover's advantage was there with Paytm, maybe. But it's definitely about being more neat and being more close to the users. So, just to put in a context for you, if we look at UI, this is what it is, what is the best looking thing, then there is the UX, how do users actually use it, and then there is the actual usability. How do the users actually are going to use it? So, at this point, let me just quickly ask you, what is UI and then what is UX? UX we discussed. So, how is it different than UI? Are they the same? Yeah? It is about the visual part of it. I am sorry. Can you read it a little bit? Let me just help you out. You don't have to read each one of them, but the whole idea is, UI is actually a little bit more on the interface design, the visual part of it. However, when we talk about UX, there is so much more. Even from the very point, you know, if somebody says, when do we start thinking about UX? It's at the point when you're talking about the concept itself, when you have not yet even reached the design, when you're just thinking that something like this, some service, some product like this should exist, that's the point where you start doing user experience, because that's where you need the voice of customer, you need all those kinds of marketing research done at the start, and then you come to the design and everything. So, all kinds of information architecture, how should be the interface design, how should be the content laying on it, all of this, and we'll come to those elements of UX, but it is so much more and it starts way early than what we think about it with respect to UI. So, elements of user experience. There is this front end and then there is this huge backend which needs to be managed, which actually constitutes the UX. I'm hoping. Anyone here who can tell me what is HCI, Human Computer Interface? Yeah. So, going by the laws and we'll quickly study couple of laws of HCI also, but if it is a web app or a mobile app, this is how you need to actually design the user experience. Way before you actually see the front end of the application, there is so much more. You understand the user needs, what are the objectives of that site, what are the goals of the users, how do we, so there is one part where you are more focused on the functional specifications and the interface design and then on the web because it's more like a discovery platform, the web part is more like a discovery platform, you have to place the content much better, the content is the requirements, the information architecture, where it is going to be placed, the navigation design, overall the information design, how are you going to put the, which information is going to be placed, where, how do you navigate through those, which are there and on top of all of it, then there is the visual layer. So visual layer is what we see, but how a user transcends through the application is what the user experience comes, user experience means. Now before we go further into how we do the usability lab studies and everything, quick exercise for all of you and your time starts now, pick any object and in 40 seconds just think and it has to be in this room, pick any object you like and think of an alternative use, not the typical use that you would think of, share, table, pick anything and give me an alternative use of it. As many alternative uses you would like to think, 20 more seconds? Yeah, you can just think we'll just ask for many people right after 20 seconds just think about it and anyone can share. Okay, alright tell me, anyone to poke, yes the pen is used for writing, but you just start poking it, anybody else? Yes, for trimming your beard? Yes sir. So you are using it as a mirror, the phone, camera lens, brilliant the water bottle, how do you want to use it? You can cut the top part of it of the water bottle probably and then use it as a pen holder, yeah? See the uses of a product can be multiple it depends on what is it best fit for what is the user actually looking at the moment the user looks at the product what are they wanting to do with it some of the things that we need to understand is how many of you think there is a sure shot way of building an amazing UX amazing user experience? There are ways you can make it effective there are ways you can actually build for an amazing UX whether it happens or not you will only get to know as a feedback and then you have to keep improving but if we look at a typical user experience process we have to just build for it and then let's see how it goes. Now this whole process I am going to divide it into two one is when we are all planning for it, building it, building an application and I mean this whole process of building it and then we will actually dig down into the testing part of it. So the steps for building, for steps to build for amazing UX and why I am stressing on this is because there is no secret sauce which can say ok this will help you do that. There are some guidelines, some principles and we will quickly look at them narrow, build test, collect and simplify what that means is narrow down your user base who are you targeting? What is your target user when you are building a product? So even as a tester how many of you are actually a tester here? Most of you? So as a tester also you should know who is going to use this product. What is the target user? What that does is if we do this initially well before you have got into the design phase and you know creating the product it helps your marketing team because then they know which platforms to market it. It helps the test team to understand what is the perspective for testing. It helps the dev team to know what is the must do initial part so that because the process is going to be longer for building the whole product but what is to be built first can be understood if you know your exact target users. Just to give you a quick example a certain example what do you think Amazon does today? Anything? Is there anything they don't do? Google is there anything they don't do? Yeah but where did they start? Amazon used to sell books old books or new books only new books. Amazon never sold old books. Only new books. That's where they started. Which is the other example? Twitter. Where did it start? It was an SMS service. Where is it today? Very different right? So the whole idea is that you may want to become very huge you may want to become Google you may want to become Amazon maybe your product really huge. It's supposed to do 200 different things but let's narrow down the initial set of target users. Let's know that we are first a good search engine or if you are selling the first set of books what are we first going to do? And then once the adoption of the product increases you can increase on as many features as you want and that actually does save a lot of money. After you have narrowed down your target users let's define your product What does that mean? I'm going to define one and I'm going to let you define another. So let's say if I had to define a product and say this podium is a is a table like item that allows a speaker to keep their laptops and stuff there to be able to speak. So I am mentioning here what the product is and I'm trying to relate it to another product which is more relatable and then I'm trying to define who is going to use speakers you can say teachers, you can add more adjectives to those kind of target users and then for what purpose? What is the use case? To speak, to keep the laptop to keep their mobile phones to have water there to hide behind it if I'm not very comfortable so whatever is the actual use of it Now if you can pick any product here and I would really encourage you to you can pick the OHP you can pick a laptop, you can pick a chair, table something and give me one just some kind of fill in the blanks for this. Let's say a chair or a table whatever you want to pick, pen pen is like pencil something like that. If anybody wants to try too shy alright then we'll move forward but did you understand even if you're not trying to give it a try, but did you understand if you are able to define your product in a very specific term with something that you can relate to with your target users added to it so you exactly know what you're trying to build who you're trying to build it for and that's very important at the early stage so you know how you can design it Once you know your target users once you know what kind of product you're trying to design and build, let's define your personas. What is a persona? More like a personality of somebody yeah so at the initial stage it's okay for you to say this podium is required for speakers or teachers or something like that, but then at a later stage when you actually come down to the features that exactly how the navigation should happen from which button to which button which all are the key menu items and sub menu items and what are the key features at that point in time you do need a very specific I mean to the point where you should be able to point out that this is my user because it fits the persona. What that means is you have to understand the demographics of it of the user where they come from whether they come from North India, South India South Africa, US which part of the and more precisely like and then whether they are from urban place, rural place, where do they actually come from. As a teacher also, as a speaker also there could be some speaking at a very high level marketing kind of conferences and then there will be some at a very small meetups level of speakers. So when you're talking about a speaker or a teacher for a podium you have to know who that teacher is whether they are teaching in Bihar or whether they are teaching in Chattisgarh somewhere, whether they are teaching in the US not Carolina somewhere you have to know who that speaker is you have to know the behaviors of them you have to know how their day to day goes, what are their key challenges if you understand how they spend their day how they spend their money I mean depending upon what your product is if you understand the goals of their life, of their work of their free time you will be able to better support if it was for a flyer if I was building a if I was building a application for an air ticket I would probably focus on frequent flyers and depending upon which region we are into we would focus on to that how frequently they apply whether they are more incentivized with so am I, is this user getting more incentivized with a point system or a reward system or do I give them cash packs, what kind of things work with those people, what is their key need is it being on time, is it being being able to carry a lot of luggage what kind of flyer is that person is it a family flyer, is it a business flyer so those kind of things help me to understand how should I design my interface and what should be there for him to navigate, what features should be there for him to quickly book his ticket because for me the goal is selling that ticket so how quickly I am able to bring them from the login to the selling, once you have built all of that we have all the user stories, the user boards and then you have to look at them and probably define how exactly this user is going to go through the whole process from start to end and once you have gone through it you need to build it build as per the user stories and how many of you work for startups here so this would mean a lot of sense to you that speed is king if you are not building quick if you are not coming out with a lot of iterations if you are not covering the key pain points of the user quickly then you are out of market because there are so many competitors out there so you have to build it I will just come back to this slide but before that so once you build your application you have to then simplify the procedure so once you have those story boards those long trees and branches and all of them let the user navigate and see which are the trees and branches where the user is never interested in going by all by themselves they need a lot of stimulation to actually stimulate or to go there persuasion to go there and those are the areas you don't want in your application maybe so you have to cut down those long trees and branches you have to identify how many steps you have in between to cover it so between start to making payment the number of steps should be really as low as possible and redundancies and silos so how many of them are like just sitting in a corner some kind of menu item that you have just kept in a corner and nobody ever goes there we will talk a little bit more on tools but just to give you a high level idea these are the tools when you are building you could use kinotopia, html5 or any of those designs and for prototype you can also use which was the I am trying to recall a couple of more names and I will get to them as we go through but once you have built a prototype there is also a prototype called the tool which helps you do the prototyping visualizer, anyone of you have heard of visualizer that allows you to actually but that is more on the testing side once you have built a prototype you can share it with the user to distribute once you have built something and the building part is over you want to distribute it for your users to use visualizer is one test flight is a huge one that really allows you to build it to test it then you have to collect analytics so once you are done with building you have done with testing and it goes to the user and now you want to see how many users actually use it from the start to end and what is their point of drop what is the point where they spend maximum time what is the point where they are struggling back and forth so lot of such analytics are there which get collected with google analytics or heap anyone here who knows what mvp is minimum viable product what does that mean yes the smallest to solve some problems a small part of software to solve a problem that is important so what actually the whole basis of any kind of such tests and efforts are you have to be able to do something in any kind of development into the least cost least time with best quality and when you are under this pressure you want to first come out with an mvp and see if it is going to fly with the users what is the kind of feedback you receive this is those feedbacks you keep on moving in your product cycle now when you are at this stage and somebody asks you to build up let's say a pizza in the lowest cost and you come out with you take the least cost you take the least time yeah so because you have to really deliver it quick and we have talked about speed being the king and everything and you come out with this this is a burnt pizza when I serve this to my users to my customers they are not going to like it they are not going to accept it and the feedback that I am going to collect is my customer doesn't want pizza because they are not taking those pizza right whereas that's so wrong my customer wants a good pizza and edible pizza they don't want a burnt pizza right so when we are talking about the minimum that minimum has to be good enough to solve the problem the minimum cannot be so minimum that even it doesn't even solve the problem and the users don't even adopt it at the initial stage so it has to come to some point to be able to be called minimum viable product it has to be viable fair enough a quick look on the basis of HCI laws how much time do we have ok we will then quickly run through this one there are five human computer interface laws basis which the user experience is formed you do not have to take these as the set this is not you know just guidelines and principles there is no giving that do this or do not do that the Miller law says at one time do not give a user more than 7 plus minus 2 activities to do Fitz law says that it takes users longer to point to links and buttons on a screen if the object is smaller so if you have anything that's key you want the user to use keep it right in their face this is what you have to use anything which is not so important could be a way a keystroke modeling level modeling is one of the ways to which is based on that law the Cayman law is based on the number of choices so do not have 20 choices on top probably you can go deeper because at every stage number of choices the users drop 50% of the choices so if you need them to reach some point you can't have 10 menu items probably you can have 5 let them go step by step down because they can keep reducing the number in the vertical way power of law of practice power law of practice the more you use the application the more the lesser time you take to get used to it Pareto and zip clause this is funny but probably true that the most used term in an application is twice as probably used twice as much as the second most and thrice as much as the third most so if you are using some terms you have to be like ok this is the most familiar word if this is the term you want to use more then it has to be really frequently available on this application I will skip that refrigerator but how many of you do think that refrigerator has changed its design over a period of time how did it used to be single door went to double door vertical double door went to 3 doors there are lot of changes why did this happen because of lot of user feedback the ergonomics economics user option everything comes together and gives a feedback for user experience yeah that's how the designs change and the basis of all this how do you actually get these feedback from the user is the usability labs I mean different kind of studies but yes few of them are lab studies few of them are field studies so when you look at 3 different types of studies that we can do is one is moderated wherein I invite specific users I know that these are the 5 users who are definitely going to use my product I invite them to my office and I see how they use the application we moderate that we record the whole process we give them questionnaires we build tasks for them to execute we note down how quickly they are going through it or not going through it what are the kind of failures which are the steps not performed which are the tasks not completed and we do an analysis of all of that then there is a remote usability testing where it is moderated but it is remotely done through skype through go to meetings screen sharing any of them yeah and then there is unmoderated remote usability testing beta testing is one of those forms where you know this product they come up with a new feature and they just throw it to the users that they are not moderating you it's remotely done but you are testing it for them you give the feedback it's good it's bad I'm going to use it I'm less likely to use it all those kind of feedbacks that you feel come through here one of our India based application sorry platform 99 tests how many of you know that 99 tests yeah it's a brilliant application brilliant platform to do any kind of unmoderated remote usability testing it's done through okay remote participants recording what they are doing but a lot of tools which are used including eye tracking and will just come to those the moderating techniques that we have either the user the participant who's actually going through it can think aloud and while they are doing it can speak about it so we request the participant to do that or it's like retrospective probing or concurrent probing so either you the user or the participant keeps talking about it during the process or we let them talk about after it or we ask them questions during it is happening and we and or we ask them questions later on so it's all depends upon what process will work better their pros and cons to look at them moderating tools so these are the tools that we were talking about the tons of them will go through couple of them but majorly when you are trying to do it remotely it comes to Skype go to meeting and I'm sorry I have not kept 99 tests here but I came across it it was a good platform if you want to do prototyping and testing then loop is good visualizer is good if you want to do analytics once it's built and you want to work on analytics you can look at crazy egg you can look at heap you can look at Google analytics if you want to just look at it from a static platform you can actually go to usability very good tool or verify different methods of capturing the UX is this visible to all of you so we have different methods of capturing UX some of them are capturing the behavior of the user some of them are capturing the attitude of them some of them are quantitative qualitative and some of them are quantitative so qualitative is more direct you know I don't like this I like this this is work that did not work quantitative is so many people used it so many people did not use it but we don't know exactly what you know why the qualitative kind of feedback gives you more the wise of it so we have usability lab studies ethnographic field studies ethnographic field studies where you have people from different demographic and you throw this application to different people and look at them how they are using it based on their demographic usability lab studies are the moderated ones the moderated in office kind of tests eye tracking is where you use a device or something to capture how the movements of eyes are happening usability benchmark is it can be done in lab or can be done in field where they are actually looking at the competitors and other products and then matching how the user is over a period of time improving their use of the application moderated remote usability we spoke about unmoderated we spoke about unmoderated remote panel studies is when you have experts on the subject and you send them the application for testing then we have clickstream analysis ab testing which we will talk both of them unmoderated UX studies two intense studies is a very you know at a huge number than at a huge size with lot of people to just understand how the application is actually working with what is the application meant for and then what is the user using it for just to map the intents we will go in detail about those which are specific for testing and evaluation so there are lot of studies which can be used for building for design at different stage of product development there are different studies we are doing but we are only going to talk about those which are being used at the testing phase right now though it goes on throughout card sorting now it is a way of testing the design what we do is we know all the features that we are wanting to build in the product we put them together which are more likely to kind of look like they are part of a group we put them together and we name on the menu so the menu is not decided but the features are so we are able to sort them out to build a application flow three testing is where the menus are decided but you actually go through you look at the menu and you say okay which are the features which will actually fall into these kind of menus you do that voice of customer service you can do that by sending emails doing market service any website you stay for over 3 to 5 seconds you will get a pop up which will ask you to sign up for a newsletter keystroke modeling what it does is it looks at how much time like you have a machine I put I do a keystroke and there is a time gap where the machine reacts to it and then I go further and then once the machine has reacted I go to the next keystroke so how much time a man takes to actually do the keystroke and how much time the machine takes to react to it and then we take on from there that how does the flow work there all the mental operating time also they is taken care of now A B testing A B testing is more like when you build multiple landing pages so if you are a user from North America probably you will land on a different kind of design and different landing page different kind of features if you are a user from India you will probably land on a different kind of page it could have influence on languages it could have influences on design choice of colors of things and features also so that is A B testing when we do it we choose our users let the users go through different option A option B screens and if you see option A gives 18% conversion to the goal page option B gives 12% conversion to the goal page what that means is obviously option A has a more chances of success so we choose that as our landing page there then we have click testing so this is our business user of Yelp who is trying to understand as to how can I merge my personal account and a business user account so what we do there is we look at how the user is going through the application the red ones are all those who are missing it who are unable to reach there so look at the percentage we go from support center to your Yelp business user account from there only few of them are actually able to update their business page and go to the domestic business ID rest of them go to a different page and then couple of them probably land up into their FAQs going at different pages which means that all those people are missing on where to click and reach the point so they have not been able to fulfill their goals on ground probably we can skip this if we need you have to define your goals you have to define the format whether it is going to be in lab or moderated unmoderated all of them how many users you want if it has to be in lab you can only do so many 5, 10, 20 if it has to be in field you can do so many of them remotely they could write participants because sometimes the attitude of the users are not good enough they are not open to discuss they are not open to share then the whole idea of doing the part goes for a task write tasks what they have to perform then do a pilot study if it is working good determine the measurement and then write the test plan metrics and measurement what is your goal what you want to measure whether it is about task completion whether it is about error we will skip this in the interest of time these are the sample metrics when we come to user experience now these could differ for different kind of applications but for example in e-commerce maybe order drop address page drop point of exit lot of different kind of metrics would come into play but these are actually the kind of metrics how many tasks were successfully completed how many were not attempted how many were attempted but failed how many were just quit they exited it things like that are metrics for user experience few tools to use we discussed Google analytics it gives you your user real time users it gives you how many people visited you what kind of conversion happens to your organic marketing organic users are coming in how many people are coming through some campaign that you are doing how many users are coming in what time they are spending there what is the kind of sessions during those sessions how many of them get converted into a customer lot of good analytics which actually tells you if your product is working or not that helps here pony visualizer as I talked about it's at a prototyping level and it gives you it's like you build just some screens they are not even fully functional but they are connected to each other you can actually play it in the app for the testing purposes loop again it's more like how many tasks were completed how many were not completed kind of stuff but once you have given some tasks and you are actually headed towards a very formal kind of user testing this is a very good tool test flight how many of you have used test flight what it does it it allows you to download the application yeah the latest version and just test it there they also mention the goals as you know you have those release notes for each application they mention what are the changes what is to be tested and you have certain like 90 days period to test it and give the feedback eye tracking tools much like this but the whole and I am sorry this screen will be there is so many of eye tracking tools that are used the whole idea is they would either be dependent upon the two minutes okay so webcam or infrared kind of what is tracking how is actually the device tracking the eyes eye movements so it's either done through webcams or infrared devices there is some of them provide real-time recording of what is happening some of them also do data analysis there is some ongoing support so basis different features there's so many tools you can actually use to do users eye tracking which actually helps you in understanding how this user is actually using the application real-time at the end of it you have to look at the trends you have to look at what are the errors which are constantly happening which are the patterns almost all the users will have a certain kind of pattern where they are they are either going right or they are going wrong in certain direction how many of them are look at the kind of errors are they very critical in nature are they not so critical are they serious in nature are they simple in nature look at them and that's what it is now I did want to talk about this but I am they are around where I have myself grouped up a good amount of time building pool wallet and then we finally went on to Fandoro basis lot of user experience feedback that we got so we were a gifting application where we wanted users to actually do NGO donations but we allowed them for commercial gifting and NGO donations and we kept highlighting our vendors and at the end of day we realized that our user doesn't even connect with us because there are so many kinds of activities we talk we were like wanting to be everything at once so much of commercial gifting NGO donation you can party with your friends you can do pooling together and give something that's when we narrowed down today as Fandoro where we only do NGO I mean there are some commercial part we do not talk about it it's only about individual social responsibility and the moment we use this word individual social responsibility through meaningful gifting and we hit all our users suddenly our adoption rate increased suddenly our users were not confused about what is to be done on this platform and there was huge adoption so that was a case study I wanted to talk in detail but we can do it when I am around if you guys are interested and I can share my failure that pool wallet and success at Fandoro both with you that's all thank you so much