 So, when we are actually curating the lot of this talks, most of the talks when we are looking at these all contents right, the interesting there is lot of good diversity of talks right. So, there are only few case studies so lot of there are lot of theory stuffs which was knowledge was shared and we thought like you know why not show something already something has been done some case studies so that people can know like you know how it works for me in my organization for my project. I am going to share you guys a project case study about designing a brand new enterprise application for a new market category. I will be skipping very fast some of these slides because generally case studies are not you can do it in 18 hours this one cool. So, how many of you are from enterprise background work for enterprise products? 1, 2, 3, 4, ok quite a few so what is enterprise product? Enterprise product are B2B products right, business to business product which are mission critical, which are big, huge, lot of users use it, business runs of it. If something if part is down it is pretty hard your business gets into losses. So, when you are building an enterprise product you cannot build directly it is not that like you know you just work 3 months and build enterprise product it is just like a huge ship right look at that huge and if you want to build it going to take some years generally like you know you take 3 years, 4 years, 5 years you keep learning on the path of it and you build that particular product. And it has the same thing you design it you think a lot in terms of how you want to build it how you want to scale it and then it also most of the performance thing right the engine it is not just design there are multiple parameters security and all of this stuff. When you are actually designing for a uncharted category which is new market category which does not exist anymore that means what does uncharted territory means which means there is no competition the first time you are introducing and creating a market and no users are no competition. So, it is tough it is tough for a designer to design a product like that right. So, you do not have any references. So, how do you handle this? So, I am going to showcase how we did it in Informatica and how we got actually it is an award winning product. So, that is what I am going to show you guys. So, everyone knows that right data is a new oil everyone wants to scale it whether it is going to be a personal data or official data confidential data right. So, you see a lot of breaches happening everywhere right. Whether it is target or look at any company right now right everyone is scared data is getting stolen. So, according to this phenomenon research 2014 report the minimum minimum suit lawsuit 5 was around 7.2 million which is scary right. So, every formation has a problem. So, this is a problem. This is an unsolved problem. So, there are a lot of securities offers around. But still the problem is there is security which happens at application level, host level or network level or any at all perimeter level. So, that is an old old where you actually block at some network level. But these days right with all these sensors and all these sensors and mobility right. So, people are just move out move and use multiple devices. So, that is where what is happening. So, it really cannot predict who is acting from there the perimeter whole perimeter is gone with this mobile world right. So, we came with an approach being Informatica is a data centric company and we are investing on innovation on data from last 20 years. So, we know about data than anyone is in the market right. So, what we did was see if you protect the data at data level does not matter where it get proliferated whether it is a mobile or like you know it get into perimeter or you access from anywhere in the world. So, how did we solve this problem? So, we came up with so when this product got started right. So, we came with the concept demo no team built there is no development team no QA team only UX guys. So, we came with a story board this is a story we want to tell saying that this is a story your interface tells you this is the problem solution came with one person created this story board and created a pretty nice beautiful demo. And we have a user conference where more than 3000 Informatica users come there. And our CEO showcases this on his keynote and that really went very well lot of analysts and lot of people really started liking it and people the concept got validated. And finally you want to build that product. So, how do you build product? The concept demos like you know being a designers can create awesome demos right. So, we thought going with a hybrid lean methodology will help to build a product. So, simple thing right we all know three steps let's do collaborative design model think make and check at every stage of your product design do this three activities. So, that's a methodology. So, what we did is so how do you want to go forward? How do you want to build the product? So, we came up with four approaches one is requirement phase jump start phase design phase and monitoring phase. So, requirement phase is more of we all know that getting into requirements creating some demos and concepts and stuff like that and the jump start is more of workshop enabling that it's getting into same thing and design is more design activity stuff where right from wire framing conceptual design visual design accessibility validations and stuff and your specification and documentation and monitoring is more of validation expert reviews and stuff like that ok. So, looking to the timeline I just want to showcase you timeline. So, you get a little bit overview of like you know what we did various design activities how are they going in parallel. So, this is the concept demo which was demoed what you see is that is Informatica World 14 and the timeline is we want to release a product by next year Informatica World right. It started with design workshop then you went into the high level design then you do the detail design somewhere around and the from detail design when you get the concept thing right it gets fitted into multi level design activities you start visual design you start development you start into accessibility and stuff like that and you do some heuristic evaluations and stuff. So, multiple things are coming up if you see that right it's getting piled up you have alpha testing you have UX governance going in and usability testing. So, you all know what are these stuff right. So, these are like you know multi level activities let me show you couple of things how we actually did the product when we don't have an access to user. So, obviously we all know it so you start with personas creating personas getting details about what's the details about like you know how what is his behavior and stuff like that product used it's a typical regular personas. So, we categorize four primary personas one thing which we realize in this journey is that your personas also keep evolving it's not that like you know you design a persona that's a persona we need to check the this thing once your requirements are going up new personas keeps coming up and came up with a design philosophy. So, sometimes what happens is your other product design philosophy don't work with all it seems like you know one shoe will not fit all sizes right same like that. So, you need to think about various design philosophies the same thing some of them are regular list like because this is a security part speak the language of security speak the language of user or relay more on data visualization and infographics or something like you know something create a world-class UI visually reach appealing UI or maybe like you know make it a enters very fast multi like you know for big data scale. So, these are some philosophies with it. So, this is where we started the project where you started with the story mapping. So, this story mapping right so it's story mapping one good part about story mapping what we did is from initially we in my whole organization right from GM's to engineering to all stakeholders to everyone so that everyone is part of this participatory design program. So, we did the whole exercise it's a three-day workshop completely dedicated about understanding the requirements everyone on the page. So, you did whole this mapping. So, we have different see this right you have tasks you saw these all our stories by the way. So, all stories in different different colors so categories and stuff you just did that whole mapping of it and then you drive all the philosophies and personas to the team. Then you do the story analysis right then you start looking at can analysis. So, can analysis is a process which helps you to prioritize things which help you to define what are the basic needs what are the top things satisfied in the lighter things. So, this is a can of scale. So, this is a satisfaction in the satisfaction index and the index in the investment index. So, when you start putting all this stickers in that particular thing right. So, these are some of the results which we got for can analysis thing like we got five delighters these are the stories and you got this where we prioritize all the stories and because like you know you have a four years roadmap right. So, it's pretty hard for a designer or a team to actually prioritize prioritizing is an art right and business. So, it's pretty tough to actually do the prioritization thing. So, this really helped us to make all priorities. Then you did the whole this sketching and interaction mapping to sketch all of them and other thing is interaction mapping. So, all your concepts get we did the whole thing and you already mapped everything. So, you know the whole nervous system of the product then everyone knows this once you know the system how that is connected thing. You look at the grid constant, look at the orientations of it, how do you want to make the product orientation. It's a mobile based or iPad based and then you created the whole information architecture content, patterns, structures and all of the stuff right. And then you get into multiple level wire frames and you do the wire frames. So, sometimes these wire frames went into 10 nitrations, 12 nitrations and stuff. And you came up with a pretty nice visual design. So, it can into 3, 4 iterations and stuff like that, but you want to be really rich looking interfaces. Even it's an enterprise product. So, even enterprise products also want rich UX right. So, you came up with this and created your whole design language. So, kind of thing. So, let me tell about little bit about validation and research how did we do. So, few things on accessibility friend. So, what we did was, it's more of like screen reader friendly where you did color contrast, few basic things in terms of whether your screen reader reads and stuff. And 12 concept validations and 3 heuristic evaluations. Around alpha test we used 20 users and usability audit is 2 users and beta test. Let me show you couple of things. This is a screenshot from expert review audit. So, she is Sheema. She is one of our researcher. She was moderating the program. And you see other UX architects and other UX designers who don't know about anything of this product. So, you'll be given a task. They'll perform that particular task and write in those stickies. And we keep those stick everywhere. And our researcher will actually collate the feedback and give us. And this was other way of mechanism of feedback where you don't have a user. Use all internal users to take feedback. So, if you see this, this is a alpha testing program. Once you have at the alpha stage. So, we invited around 20 people from across organization. Sales, marketing, engineering, QA, doc and others. And everyone will be given a task they need to perform. And they will file a bug log or UX bug. And after that, they were on pretty good, interesting feedback we got. We got around like 550 bugs filed by these guys. And interesting thing is there are around 40 or 50 bugs which are... which was not captured by QA. Or we don't, even like UX. There were also usability bugs. We don't even know that. So, then we did a survey. And this survey was done with all these 20 people on these parameters. Overall UX, on the installation rules or some of these features. And we got this pretty good ratings in terms of... because if you... 20 people has done your testing. So, you know, almost even it's... they work as a proxy users. Right? This is one of the round table thing which we did. These are C source, chief information security officers. So, you can't really get into the usability lab. Or you can't get the time for that. So, we organized some events to showcase them and taking their pain points, listening to them like, you know, what scares them as an organization, as a head of the organization. What scares them. And then, we released the product. And finally we won. One of the prestigious award, Gold Award in the World's Biggest RSA Conference. So, let me tell you a couple of things. So, this is the whole story of the... this thing. So, what are my learnings in this whole story thing? I'm going to show you five learnings which I learned. One is early feedbacks and proxy users. Guys, these are designers. Okay? Don't wait for something which gets shipped. Try to get validated. Internally find some other teams. People are not dumb. People give you feedback. Take the feedback. Second, when you are designing a product, think about scale. Today is not tomorrow. And tomorrow is not day after tomorrow. Right? So, let's say you have 10 use cases today. It will get scale to 20. After three years, it becomes 100. How your structures work, how your architecture work, how your UI components work, how your UX work overall. So, when we are actually doing that whole UX architecture phase, think about all those components, how it's going to behave. Third, quick to market. This is very interesting thing which we need to focus on. Because we designers love, like if you give us time, right? We keep designing, designing, designing, designing. We'll take ages to design because we'll never get satisfied. If we get satisfied, we're not designers, right? So, we love to do iteration. We love to do better all the time. But thing is, we'll miss the market out. We need to ship it. We need to decide. We need to prioritize. We need to ship at certain point of time. Somewhere, because they can't make 100% better all the time. So, you need to ship it and grab that opportunity and market. Fourth, UX components. So, this is one of the key thing. We should not say that, like, you know, QA. It's not my job. Let QA do it. At Dell, it's not my job. Let them care. As a UX designer, we should actually take care of everything. We should actually look at the help QA, help Dell, help Doc, be a catalyst, be a user advocate, and actually look at the whole governance of the product. Become a right hand of the product manager. It should be like, you know, design, product management, and engineering. It should be like that. It's a triangle, right? And finally, finally, one big recommendation for all UX designers here in the room is influence teams. Don't let your product manager tell you put the button here. Or don't make yourself as something like, you know, prototyper. Don't make yourself make yourself so valuable, guys. You are designers. You should change the world. You should influence team. If like, you know, so you don't, you are not there to put buttons or whatever. Like, you know, your product manager, your team manager, your manager or a developer said, right? You are there to basically design a solution or solve a design problem where others cannot do it. So be valuable. You are a designer. Keep it in mind all the time. You are a designer. You are so precious. No one knows about it. Evangelize it. Evangelize about designer and solve interesting problems. Okay? Make your business help business. Thank you, guys.