 of founder and CEO of Creative Experts and our product named Torango.com. Are you in the journey where your, no path seems to be deserted. It doesn't mean that you're in a wrong path. You're actually in the path where your ambitions dominate your comfort. Welcome to the world of entrepreneurship. Today, we're gonna talk about how we bring clarity to complexity, yeah. Can anybody solve this mathematical problem? Unless you have one thing called knowledge about sine-thetas and cos-thetas of the world, you cannot even imagine to solve this problem. The first key word that I want to talk about is knowledge, the next segue. Can anybody think about the workflow? This is a classic workflow from an enterprise system. So unless you think from a process-driven angle, you cannot even think about solving that puzzle of workflow system. So the second keyword that we're gonna talk about today is process, chip designing. The most important thing in solving the chip design or adding something to the chip is science. So the third thing that we want to talk about is science. So there's three keywords. Why am I talking on a UX conference like this? It is because user experience is no more an art. It's a science, it's a process. It is a knowledge that you need to infer from the your surroundings to design something better for the industry. Let me walk into this. Let us take a classic example of enterprise mobility, which is as complex as it can be in the world because that's most complex systems. The reason why I've selected this is if somebody can solve this enterprise mobility gamut of things with the user experience, then it is a use case that we can set to. So that's the reason I've selected this. And we'll see how this knowledge, process, and science apply together, solve this biggest thing called user experience, enterprise mobility. To introduce myself, I worked in the companies like Symantec and Motorola earlier solving their enterprise mobility problems and helping Walmart or the world get their enterprise mobility products. With that knowledge, we started Storango. Why is this enterprise mobility complex? The reason why it is complex is because this fellow takes three different things into picture, people, complex to handle, process, again next big complex things to handle, and finally should not reduce the impact of technology in this world. Enterprise mobility works on all these three. It requires impact, I mean it requires all these things to work together. Let's go deep into it. Each individual block has its own problem statements to carry with people. Here if you see people are workers, the employees in the team, the team and the individual, they have to work as individuals and also collaborate to the team, so it becomes a complex network by itself. You have customers, they live in their own world, they know what they want, so they wanted to post some services to you and expect some kind of support mechanisms and everything CRMs, ERPs of the world to be lying out there. So enough complexity involved there. Process, when you say process, information, tasks, it follows a certain process to close it, you was talking about a priority one, priority two and priority three, there is a process attached to all the priority activities and non-priority activities, everything takes a process, not reducing the business operations and business ecosystem process which makes more complex because as a business, if I'm ecosystem partner with somebody else, complexity increases. Now we come to the technology. Technology is equally problematic because the infrastructural options in the real world now, say for example, mobiles are getting, every month you get a new set of devices and these days bring out your own device concept which most of the enterprises take up is adding more complexity to it with two major keywords like compatibility and security. So looking at all these things and our most important problem like user interfaces. So all these things make the enterprise mobility complex. And what we have attempted like from a company called store on go, what we have attempted is to solve this enterprise mobility as an issue for not for the big boys but bring this enterprise mobility closer to small and medium businesses. A retail shop nearby should be able to get the entire enterprise mobility which is now with the big boys like Walmart. We wanted a small boutique should get the entire enterprise mobility needed for them with a very click. So this itself is an interesting story to talk about today. At the same time, what if we want to add more masala to it? There are more than 10,300 plus categories identified in the small and medium business segment which needs enterprise mobility. That's because a better story today. So let us, this is a journey that we made like we're a wage old company. We started in 2009, but ideation and everything triggered and conceptualized in 2011. It took five years to us to build the entire story. I told you why. We wanted to bring visible simplicity to cognitive simplicity. Okay, I'll walk you through that. Just quick glance through our product, business listings on on-go, store on-go generates. Your mobile presence needed, it generates your mobile apps and everything needed without coding effort. Mobile first campaigns, you can send your offers, products, services and everything to your mobile audience and you will see the enhanced customer visibility of your product on mobile. So this is what we built on the fly. With a very simple model, in few simple steps that you add Google, give Facebook, you know, give your website and that's it. We pull all the information that you have and we create a mobile application out of it which is promotional in nature, which is HTML5, which is loyal for loyal customers. We give Android native applications and iOS native applications automatically generated without any line of code written. Transactional, Facebook business pages becomes transactional with our model now. So this is a platform that we developed, but I'll give you the why, how we developed it. Because I talked about the complexity in enterprise mobility creations. Now I say five steps, you get your mobile applications ready. The way we did it is we strictly adhered to the process, visible simplicity to cognitive simplicity. Art is basically interpreted, but the design is basically understood. So that's our concept. We believe that we are the customers for our product. We say we are the users. So for my daughter's school, I'm a user. So I need to experience that first. So that's how we say self design, genius design. We say because with our experience from enterprise mobility, with our experience in workflow management system, with our experience in ERPs, CRMs, we build something and this can be inherent to anything. So genius design, we need to have knowledge. User centric design, which is primarily focuses towards the behavior of the user. This is why I said cognitive model. So first two are knowledge. The third one is basically the understanding about the customer's behavior. How customers feel about a particular thing right now. What is that they're inferring out of the entire UI that you're presenting. All these things that you need to take care of. That's where we call it as user centric design. And the user experience design process starts with understanding the problem instead of defining the solution. We wanted to understand the problem first. That's where you get knowledge. The process of the entire user experience that we have is to first understand what is the problem. The problem here is what industry needs. The second problem is what consumers expect. And the third problem is what is the workflow and CRM behavior of a particular industry. So with these three things in process set, we started experimenting about our knowledge or improving our knowledge base. This is the most important slide or interesting slide for us. We made a lot of research in understanding what would the customer need for taking it forward. If you see in the consumers are looking for, if you see restaurants and dining, 47% of the people actually look for this for map, distance, and direction. When they want to go for a restaurant, 47% of the people look for that particular aspect of it. You go to the retail, 38% hours of operation. They wanted to go for a mall and they want to understand is it a mall open or not. So our behavioral aspect of understanding the application or opening application is to understand these things. So if you are building a retail mobile application, your hours of operation should be very much relevant and positioned on the top. So people, when they open the application, they see hours of operation right on the top. When you see for the restaurants and dining, because 47% of the people understand or need to understand what is the direction to it, so it has to be positioned on the top. It has to be elevated. Like this, there is statistical analysis done on the user behavior about each and every particular element that we need to position in the mobile application. So that's how we started our knowledge grabbing. That is where we started understanding about the product. And when I'm talking about bringing enterprise mobility, Walmart, we have 70 people, so we know how to code. But bringing down that to a non-coding environment, it has to be automatic. So we followed something called artificial intelligence-based UI. I'll go back to the previous slide again to show this is the artificial intelligence. The artificial intelligence now, the feed of artificial intelligence talks about, you know, interest rate 47% map is high, so that has to be positioned at the higher level. So based on the knowledge that we have acquired, our positioning of is higher. So let me walk you through, because now the second problem is in the company itself, there are multiple roles. So there are multiple roles like, I'll give a classic example, a clinic, a small clinic. When as a patient I walk into the clinic, first thing I talk about is admin. I take appointment of doctor to the admin, and admin has all the rights to give a particular slot for me. So for him, he's only worried about slots of a doctor, not about anything else. So what he sees is what he has to do. We should not see anything other than that. We should not clutter his mobile application with all the data lying out there. So when he logs in as admin, he will see only the appointment scheduling, that's it. Second role in the system is nurse. Nurse, when you go, she takes my vitals and she feeds it in the form, that's all she will do, and position it for me to the doctor. Doctor prescribes me medicines. That's all his role is. So based on the role, our UI, user interface, should be very much positioned. So few things visible, few things not visible. What you see is what you want. Hide everything else. Let us bring simplicity or clarity to the complex environments. You know consumers are more brilliant in this. We again have to go back to the slide to understand what is that consumer used looking, and make informed decisions of based on your industry vertical knowledge. That's what I was trying to show you. Content added or content received. I'll give you a classic example here. Say some of the restaurants do have chef specials today. Some of the restaurants have Friday specials. If that particular content is added by a restaurant that has to be positioned on top because that is one thing, business as them I want to promote in their applications. So it's a business intent. That business intent has to be positioned on the top of the application. So it has to be informed decision based on the content added or retrieved from the social media or anywhere else to position our user interface. Category based on artificial entities. I'll give you an example of each one of them. So based on a category you have to position your user interface. What happens with this is find, get discovered. I was listening to the, you know, get discovered, search engine optimized, and discovery platform friendly apps. When we generate application, it has to be found somewhere, right? So it has to be found on Google now, Spotlight or Keypoint Solutions. It has to be positioned. It has to be discovered by third parties. So our applications, till now when you talk about websites, you talk about SEOs. You talk about mobile applications. It has to be discovery friendly. Reach, position information needed in not more than three steps. Any, see now there's a lot of information available. Say if I don't find in an application in next to two steps, immediate thing I'll do, I shift from Uber to Ola. I shift from something to something else. So the attention span of your customer today is very much narrowed down. So you cannot, as a user experience designers, you cannot think about taking the fourth step. So your application, the content delivery should happen in less than two steps or three steps. Most important thing, engage your customers, usability aspects of it, push relevant information at the real time. And this is where you need to draw a clear line between content, content delivered, information respected, functionality, platform, user interface, usability, and more importantly, centric towards the users that if you can clear lines, if you draw clear lines between all of this, you are perfect. That's what we call it as user experience. With store on go, we generate automatic, we built a entire auto building UI exercise and that's where we are generating applications for it. Thank you. It's me Ramak.