 So, thanks for the opportunity, myself Satish Kumar Tyagarajan, it's about I have been into this IT industry for around 16 years, I always think about what makes a date product, any guess? A clue is this, this talk is about UX, okay, yeah matters, okay, so many places that I see people consider it is skill or technology that makes great product, even I was thinking so, but my experience when I see some people where they use legacy technology, teams are slower but still they make quality products which is used by so many people. In fact, one lesson that I learned just few years before is one of the largest online grocery store in the world, even today it runs on a technology called Servlet which is age, age, older actually, but still they make things work, so there is something that is missing that is between a great product and how we usually do, so that's my search and I always research through that, I find multiple items, one of that item is what I am going to talk about today, so this talk is about UX matters, so when we talk about UX there are people, it's either people really really consider UX very seriously or people really consider what UX, okay, there will be always two teams or they say, okay, development team they work and the other team they design, so design and work are not considered as a same thing strangely, so we will see for whom UX matters, for whom UX doesn't matter, so that's the idea, okay, so it's story time and very much related to story time, the reason being apart from softwares, I am interested in three things, softwares, agriculture and filmmaking, I make filmmaking and whenever I work with UX I relate myself doing films because it's an artistic work and it is related to UX in some sense, so that's how I come into UX, so it's a story time, I am going to tell you multiple stories, so I come from India where we have a pattern of movie, where our stories will be something like, there will be multiple stories and they have a common thread, finally we will give a socially relevant topic, that's how we want to structure our films in our industry, so I will also follow that, so what are stories that I am going to tell, it's based on real stories, in some places I will put the name, some places I will hide the name for safety reasons, so now this is the general picture of an organization, so usually these are the people who work towards a product, so we all love our product, we all work for our product, we all want our product to be successful, so who all are there, it's management, management always thinks about profits and the product owners, they think about use cases and all those stuff, performance engineer, performance designers, they think about visual design developers, they always want to write less code, managers, they worry about delivery, so in this who are directly related to UX, the direct answer will be like, okay, design is done by visual designer, they work on UX and for whom we are doing UX is for users, so there are two things that we need to note here, who works on UX, it's visual designer, for whom we do UX is for the user, so this is the broad assumption that we have, my experience starts with something different, that's what I'm going to explain today, so I'm going to start with first story, so this story happened around 10 years before, once ATMs were there in the main line, in India, ATMs are very, very important because of the population, there will be long queues, so bank decided they want to make their ATMs faster and they did a lot of research and then they made their ATMs faster by 40% each, a 40% is not a small amount because 40% is more means 40% is more people that you can serve, so how did they do it, in fact when this news came up, this came in multiple newspapers, there will be a lot of advertisements and all those stuff, even I was thinking as an engineer, okay, how many new servers that they have added, how many new ATM machines that they have put, any clues, how did they achieve 40% age better ATMs, any clues, okay, so rather it's not an imaginary story, you can go to Google and you can see HDFC ATMs are 100% 40% age faster and this is how they made it 40% age faster, nowadays in the ATMs that you see you will have a favorite amount, earlier I used to type, if I want to take say $2000 to 000, rather if I take 2000 again and again, some usability engineers did a research and find out that a person most often takes a constant amount often, so in that case I don't need to type multiple things, I can type my favorite number and then I can go, so this is not just a small amount, right, this is a huge profit that people save, not with any engineers, great infrastructure and all those, it's just simple usability and in fact when I think about this sometimes I get frustrated why people don't think usability has an importance of sometimes, so okay, okay, so in this story, so the beneficiary of switching to, okay, can you connect me to Wi-Fi? Wi-Fi, oh does it just die, excellent, let's try this, so who is the benefit, who got benefited out of this is management, so then there is another story, we did a product for, you see these touch points in malls where we go and know about what is there, what is available in that particular mall, so we had a customer, he's a major car maker, car manufacturer, he wanted to make an info in one kind of a screen where users can come and then they can make, they can model their own car, that is the, that is the use case and this product, this project came to us when we were working in a service company and the timeline was just six weeks, we wanted to do a prototype and two weeks are gone by the time that I joined and the project was going over, the client was about to drop the product, what happened is we had a proper BA, we had a proper development team, they were working day and night, we had a proper designer, we had a proper manager, everybody was there but the product was going over and what happened is once we got into the product and observed this, this BA gave lot of requirement documents to the client and the client said okay fine and then they implemented it and the client said okay no this is not what I want, I want something else and this keeps repeating and for a, for a project which is of like a smaller timeline, it's very difficult and there was only four weeks that was remaining in that product, so we need to complete it quickly, so what we did is we stopped all the developers, all the BA's to work and we just took a visual designer, we sit with him and then we make an usability flow where it says okay, it just set up nine images, image a sequence with 00001 like that so that it's sequential and then we made some nine images and then saying user gets into it, he clicks this, he clicks this so it's kind of a usability flow and we shared it with the client and then client said exactly this is what we want and by the time we gave it to the developer they know what exactly they want to do, so that's a clarity that they give, so the product got delivered ultimately in two weeks, so in this case the benefit that we observed is a developer earlier he was doing day and night of work but actually all that he needed was just less amount of code and then from the manager side the delivery was way higher of the time, that's the benefit, but the point that I want to note here is it's the clarity that US developers bring in, this is the aspect that many people do not consider seriously, it is not just nice looking UI, user centric design and all those stuff, it's the clarity that we bring into the developers, we bring into the BA, we bring into the customer, all these stakeholders, that's why I think UX is important, it's much more than just visual design, in this I know there is one strange case that is performance engineer but before performance engineer what is my next case, so next case is about few years before I had this wonderful opportunity to work with some dark trade people, they all are PhD from some of the most popular universities, so they came up with an idea where they said we want to create a next generation of chat board, even now machine learning is Latin and Greek to me, I don't understand and four years before it was even bad, so I couldn't understand anything but at the end of the day we just sat with them and then we just want to understand this, the reason that they came to us is engineering wise they are very solid, but they want to take it to people who are not engineering talented people, they want to take it to the layman, so they need to add simplicity to their product, that's why they came into us, so what we did is we did an usability research, in fact we took a case study on firebase, even though it's a chat boat, our back end was not ready, what we did is we simulated the entire chat boat using firebase and then we show them that this is how you want to show, create your product and then later they said exactly this is what we want to build and that's how we actually created the product, in fact that product is already live, it's two years so I think they will make it big, I can't reveal them, so here product owner, so identifying use case itself sometime UX is great too and the strangest of all which was quite surprising to me is this, so I work with an airline system, airline booking system where we had this performance issue, a performance issue is something that you will talk about developers, you talk about architecture and all this, but our performance issue is this, we had a case where during a particular period of booking we need to do a lot of reconciliation, we need to get full data from multiple sources, do some analytics and then make some calculations, even if you do a better of better mission that we had at that point in time, it takes two minutes and our user was frustrated, he was saying okay two minutes is so much of time and we mean they are not ready to increase their server or whatever it is, we had a limited budget and that time we went to an UX designer and he gave a suggestion, any clue how we solve this performance issue? Okay, so it was during the booking you see widgets 1, 2, 3, first he will enter the names, second in fact that's a technique that we use, the reason being if you directly allow people to go to booking there will be 100 people sitting in the booking, but rather you ask the user enter your name first, then you ask the user enter your bank detail, by the time he completes the second one we can easily predict he is going to what's next set of action, so we can do that much earlier than the user comes, by the time user comes we'll keep everything ready, we'll give it immediately, so user thinks our system is highly performance, but actually the performance is just a gimmick, it's just a magic and this is what an UX can bring into a good product and that's how a performance engineer comes, okay, so bottom line is anybody who works a product think about usability because it's usability that takes you, takes your product to the user actually, now I just want to see one common thread between all these great products, so what Microsoft did to desktop or what Apple did to phones, what Google did to search, but the last two are interesting case studies, so rather I will take the last two, because I know quite a few graduates from colleges, I mean some great colleges, they talk to me something like this, okay, we are doing messaging for quite some time, okay, we are doing location based service for quite some time, but what WhatsApp and Uber did is they took the technology, made it usable to the larger audience and it is the usability that took, that made the difference between these companies, these products compared to other, so now this is what I learned actually, what makes a great product, actually what I learned over the period of time is your product and your UX are not two different things, it's one and same, if that mindset is there and with that mindset we think if we love our product, if you look at that group everybody love their products, if they are serious about the product then I think they should be serious about UX also, okay, so now we came to the question and we found the answer, is that the end of session, no, there is something that is interesting, people talk about this but I don't think many people believe in this, I'll show you one strange fact, when we talk about this people don't trust but then there is some authorized source, people might trust, top 10 skills in IT industry is in 2015 the place for creativity, creativity is always a skill, but at what level, so it has a 10th place and then now people are saying it's a third place, creativity is a great skill today in 2020 and also can anybody guess why is it so, why creativity is a much bigger skill today than yesterday, okay, so over the period of time if you look at it, this technology becomes simpler and simpler, simpler, so I just want to highlight three generation, the first generation where we install everything in a bare metal, we need to carry our machines, all this, that is the time that software is a little difficult and that's why you see only big names Oracle, IBM, SAP, all those people are ruling systems like ERP, large volume so there was always a segregation between large companies, smaller companies, now if you look at today's trend the thread for larger companies are not yet another larger company, it is a smaller companies which are disruptive technologies, so why those things are possible is because innovations like cloud and all those which makes technology accessible even to some say poor companies, okay, but now it's a third generation where it is not just companies, it's the user who has access to the technology, why say user who has, in fact it has a surprising fame for me also, I'll put one case study which myself, I was shocked actually to know that, so now when I say technology is given to the user why, platforms like Firebase, Shopify, all this, if you look at it there is a common thread, first case, first user case I can put the name also because it's my friend, it's my music director's website, it's arzad.com, it's a small music shop, he has no budget, he's an individual and he wants to sell his pianos online and that's how he ended up coming to us, so what we told him is okay earlier we thought okay we'll get an AWS cloud for software engineers, it was very difficult for us, then we came to Shopify and in Shopify what it gives, it gives you APA marketplace for e-commerce website, you can buy APAs, you can make products out of the APA and at the end we didn't even have that many developers also, what happened is that guy developed a site on his phone, the site that you see now, it's live when people buy products from here, it was entirely developed by a music composer, he developed it within two three days, so he just took some templates, integrated the APAs and then he did, there he goes, okay, so what happened is the technology becomes simpler and simpler, so if you just stay and observe what is happening in all the industry, for example, what open banking desk or what APA commons or APA market places does, they take these functionalities as APAs and they give it to you and it's up to your creativity to use the APAs, all that you need to understand now is not the technology, it's just APAs, if you understand the APAs, if you understand the platform, you can make things on your own, so in general these are all the challenges that US people face, that's what I felt, I'll put some of my views also on that challenges, what is this, toggle button, okay, so this is a toggle button, this you will see in many of the things but someone says okay, something terribly wrong with this, this toggle button is not correct, what is wrong with this toggle button, this is the proper toggle button, this is not the proper toggle button, now can anybody guess what is really wrong in this so the US expert says inverted color scheme, in the first one the only clues, your background color is a single clue, it's difficult for the user to understand, but rather in the direct color scheme, light sharing is there, bold text label is there, darker border is there, lighter border is there, so there are multiple queues, when we say this, the first question that we'll get from the developers or an architect is what is queue, usually these US things are hard to explain and that is why many of the US designers, they won't be able to get their creativity cut across into the product and then it's also important your front end architecture is simpler and it's flexible and allows experiments, something like A-B testing, blue-green deployment, all these things, if your front end architecture is solid, your feedback, your experiments can be done quite easily and the last one is feedback accuracy, even customers sometime they don't give proper requirements, even though there are some great tools, tools cannot help you in that area, that's one thing that I feel, so finally, so to come to the actual topic and then what is my vision is, so for whom usability matters, if you are into a product and you think about simplicity, if you think about clarity, if you think about profitability, then UX matters, for everybody else it is optional, thanks.