 And I'm sure the rest of the show is going to be great as well. So let's get started. We had a question we'd get designed now. What I mean is, this smart device is actually capable of destroying our attention. And let me tell you why. Because we are the so-called users. Users. That word itself somehow makes me feel there is no emotion or sort of mechanical. How about the word humans instead? When you switch on from users to humans, I think there is a little bit of empathy that comes in from within yourself. And you start feeling that you are part of this holistic creation, that you are part of humanity. That visual is not showing up here. That's my bad design. There's a great over-human user there. So put humans at the core of your UX thought, not just users. Skip it after to this new word, humans, the reason. And it's just as simple as moving from you to Hedge. I was always there. So it's not UX anymore. It's more of human experience. How do we measure really product success these days? What are contemporary yardstick to just measure how is the product successful or not? We check how much money is being made. We check how many users are converted. What does the social media say? And the number of downloads, reviews, and ratings. This defines whether a product is successful or not. Well, in a way, we are telling users of commodity. The more users you have, the more you can sell. Make a product, acquire users, get acquired by a good company, by evaluation, you sort the users. I think if you empathize with the word users, I'm sure you'll feel that humans are not commodity. You might not want to do that with humans. Talking about equity, which is essentially stepping into the shoe of someone else. So if you just step into your US thought process and think, you're not designing for users. You're actually designing for humans. I'm sure you'll start creating them differently. So let's talk about human needs. Luckily, we won't speak or spoke about the mass loss hierarchy of human needs. It helps me. So your physiological need, body, temperature, food, water, these are your physiological human needs. And then comes a sense of security that, am I safe? Am I healthy? Is my children safe? Is my family safe? Is my job safe? Am I safe? I don't know if it's wrong. Then comes the sense of belonging to a community, sense of love, and being part of a community like we as US folks. And then, if all these needs are right, then comes the self esteem, your social status, your achievements, your career. And then the self actualization, perhaps. I think most of the organizations are born and immersed in this stage. Because this is a stage where you become highly creative, innovative, and you have a sense of focus and life. So I believe there is a gap, a big gap in empathy for humans. So between your product and the humans and the humans that you're designing for, I believe there is a gap. So if you use the mass loss need, a hierarchy of need, you'll see that, OK, where does this need actually settle? Where does it reside? It's here. In the human brain, we are born with billions of neurons with very few reactions initially. And then it's a great blessing by the way. And then what happens? As we grow, the chart here, as we grow, the connections get improved. Everything we see, feel, hear, starts getting registered in our brains, neural pathways, as a new unique connection. And these corrections sometimes give you pleasurable experience, good experience. So these are tagged as good experience. And sometimes it gets tagged in your brain as my experience. Luckily, there are some chemicals that get rid of your brain when you have good experience. They are called happy brain chemicals. So a couple of them that we'll talk about, dopamine and serotonin. Dopamine is when you get rewarded. Or whenever you know you are going to get rewarded, your brain is experiencing this chemical. These are very recent discoveries by scientists. So whenever you feel, so remember, the last time you updated something on Facebook, the number of likes in God, the number of comments in God, that got you crazy. And you know next time you are going to update what you look forward for. That's dopamine. When you've been on video game, you get dopamine. If you're looking for a parking, then you got it, you get dopamine. And if an alcoholic guy sees a bar, he gets dopamine. So dopamine is actually good. Serotonin, on the other hand, is more about self. So it's about being obsessed with self, getting social dominance, and a lot of narcissism. Together, they are the brain's happy brain. A lot of products these things know how to manipulate that in their product, naturally get attention. Are there any game developers here? Game designers developers? None. So they would know how to exploit these chemicals. A little bit of dopamine and serotonin is not harmful. They are natural brain chemicals. So they are useful. It's good. But when you start getting this in an excessive level, what is called as dopamine surge, then there is a problem. So you start getting these dopamine loops, then it becomes joists. Joists are essentially a way of forcefully drawing your attention, and the use of rapid change in visuals or you sometimes even comments, showing you a violent video and so on. And a small video to play here that is intentionally created to create a lot of joists, just 35 seconds of this six minute video, you can find it on YouTube. It is about peace not war, by the way. And that was like an example of how joists are created, and you don't even realize them, and they happen. Joists are measured in terms of how many you get per minute. So I don't know how many of you will know this guy. It's Bob Ross, one of the TV hosts back in the US. In 1950s he used to show people how to paint over television. Now to make sure you don't fall asleep and get hopeless content, it was essential to keep changing the camera angle and talking from different lens and so on. So they had about 15 joists per minute. Which is quite healthy. Until we ended up with these guys, satellite channels, so much content to consume, and so much rapid. Are you even comfortable changing your channels? Sometimes you want to change the channel and you're so beautiful, you just won't see what's happening in one minute. It's asking you to be both of them and so on. It's quite good though. And sorry, this picture is not really visible, but then the signal is setting over night, spending with his love of totally over Facebook. 15 joists, and now these social media and digital television, they give you somewhere around 900 joists per minute. That's to say 16 times more joists than the instrument. And this is basically quite damaging. And here is a man who can give you 900 joists at this age. And if I put the audio in, you can get it in hundreds, in multiples of hundreds. So let's talk about some consequences of this. There are some negative consequences of this. And they are an impact on our attention. Trying to remember before all this came, I think we were all a little bit more focused in our work, in our studies. Even our kids were really happy to focus on studies, and these studies are so difficult to grab and change. Young people, brilliant minds, their talent is being wasted, glued to hours and hours of video gaming and social media. And everybody I meet for an interview has 500 plus friends in their Facebook page, literally. And these are freshers like me. So kids are impacted. And what about me as an artist, sitting next to a spouse, talking to them physically, but then parallely discussing with our friends, you know, what's up, Drew, what's happening? Over the weekend. And this one is nice. Is there any Pokemon Go player here? Oh, okay, some, good. So let's measure the success of this product. They made four to five million dollars on the first day. They acquired about 26 million users, and that number is doing every day. You know what the social media said? The first 10 million downloads happened in just the 30 hours of the product launch. And the ratings went wild. So no bet, that was a very successful product. Look at this man. Do you think he will remember when he had his last meal while paying Pokemon Go? Look at his security. He is in front of a metro track. Do you think people look at him? The only community is glued to his Pokemon Go and people will look at him and say, you're out of mind. There's no self-esteem. And all this creative power is going only to catch the Pokemon monster. So I don't say making money is bad. I'm just saying that irresponsible design can be bad. And this is one of the negative consequences. So there's also something called as dark patterns. It's a way of making your UI, your interface, in such a way that users don't realize what they're doing. They do things that they did not really can do. Imagine if you went to make a flight booking and there was this insurance credit. This 100, 200 piece order. And you had to go and uncheck it. Otherwise, you had to pay. How many people do that? So that is one of the dark patterns. There's an organization called Dark Patterns and Power that tracks these kind of things and they name and change some of the organizations that use this. It's a time for your humans. So there's also anti-patterns, just a priority on the state. There are a few ladies. I hope you have seen the Miss Universe 2015 contest. Okay, here is what happened. Steve Harvey, one of the famous US host, TV host, he came to announce the winner. And he came and said, Miss Columbia is the winner. And then he has to come back a couple of minutes later and talk to all the commission and try to get us and say, guys, I have to apologize. And then he says, it was my bad. It was not Columbia, it was Philippines and he was the winner. Terrible mistake. Look at the card design. And look at how he's holding the design for humans there. The vital information is taking only 5% of the space and the rest is just black. So human errors can also be very disastrous. Look at the emotions that these women, she had to be ground, underground, and then the lady, female, from Philippine had to be ground. So let's move on to talk about designs for a second. I think we are very powerful. What comes with great power? Greater responsibility, yeah? So we influence the human life. Products today are legitimate. We design the products that people use on their daily lives. The clicks, the taps, the choices they make on screen, all the devices. So therefore, use your power for the long term human being, not just a short term goal. You won't be motivated by the user acquisition alone. Think about the real human being, what will make you product, what will make you smile in the long run, and still be human. So here are the takeaways quickly. Start with a good intent. Some brands, like Apple, they still call it as human interface guidelines. They don't want to use interface guidelines. And this is why some of the people keep overnight to do and buy the products. And keep your approach very, very ethical. And I know this is very subjective, what can be ethical for me and what can be ethical for you. But then at least if you are cautious about this, I'm sure you'll do a good job. Think about the unintended consequences. Steve Harvey could have been saved that day. The design was better. And think about the kind of products you want our future generations to have. So they are human students, think about that. And fill that with the app, strike out the word users, and think about the humans. And go ahead and impact, impact by good design. And while you're designing for humans, do so very responsibly. Thank you. See, I'm Sreza Moti. I live in India. My passion is font online literacy. And like you said, the winner of the Miss World Bank's Music. What happens today is, any crucial restaurant taken by the end user or the customer is unable to read the additional terms even in their lazy policies or in their bad documents. When you talk about space and usage, I think it is very vital, very vital in daily life. And I don't know how many of them in this hall really read before signing on any document. 10% don't. I'm sure. Anybody read the terms and conditions of the big banking documents, credit card documents, your L-integrated terms and conditions? How many show fans, one? Yes, sir, great. So if you left off one rupee or 50 paisa in your credit card, you'll get a not to your loan because that 50 paisa or one rupee has become some 27,000 and 30,000 in varieties. Unless you're clear on the 30,000, you can't buy a car, you can't buy anything for it on loan. See, it is not only the designers' duty to make people read. It is also people's duty to demand. Yes, I want this information to be available. Any document we sign, we are paying for the print job and we can demand a clear, very clear, available documents. So I request, as a designers, you insist don't go buy cheap at the end of the year, you see, where you end up with information like they decided the leaflet, there will be instructions in several languages. Of course, many of the founders can't read, but still, who can read? They can't really read. And I think, finally, because the product manufacturers are these are secondary information, but actually they are mandatory. They're not secondary. Appliance is all of us seen as a secondary information or a not-so-commercial-y good thing. That is not a question. Mine is not a question, it's only a kind of statement. Yes, a statement of my opinion on this. Thank you. I think it goes in line with what I'm saying as well, vital information should be bold and clear. It should be available to you. If you give a 15-page argument and people think that I don't have time to read it, I don't even understand that legal moral language to sign, obviously they're not knowing. So I agree with you, thank you, thank you. Any more? Thank you.