 Quickly, I'll try my mouse as a clicker if it works good. B-Tech Mechanical Engineering IIT Madras, MBA Design and Energy Management, Polytechnic Milan. Now it doesn't work, good. So these are some of the things you could know about me later, I don't have much time. So I have an experience in almost all the irrelevant fields other than design. Derivatives Trading and List Algorithmic Trading, Startup, Field, Product Concertancy, then Product Manager Mobile, Product Mobile UX Concertancy and then last year before the launch of Swaj Bharat, I launched, four days before it, we launched Swaj Bharat app. I run it during my non-working hours, working hours I work for Dream11 where we are trying to disrupt cricket experience for you know website through mobile apps. So I'll be talking, I'll be talking less, I'll be showing more. So smart phones are pretty new, we don't know that, last five years smart phones have come. iPhone basically revolutionized what smart phones could do for you. Feature phone is basically your old phones with the keypad and all, Blackberry is considered to be the first smart phone in general. So 10% market share, 16%, 22%, Android came and suddenly we are next year there will be basically only 30% of the world's market will have feature phones. Why this is very important is basically in India last year we had 29% year on year replacement sales of feature phones going and the people who sell or throw away their feature phone are buying only smart phones. So 29% of the feature phones last year were replaced with smart phones. It's projected 65% next year and probably you will not see feature phones in two years from now. What we have another thing which is very important is mobile OS. So we had Android share in 2010, 22%, it was pretty small, it just started there and iOS was 15.6, we had Blackberry, Symbian and all the other ones. Suddenly we see Android jump come out of nowhere and take over the market, smart phone market and then revenue also came into the factor because iOS, Apple they don't go into make something if they don't make money. So iOS revenue was 75% in 2013, they had a market share of 12.9%. So they were minting money. The numbers of revenue are much lower, Android, Playstore launched, China also they had a Baidu market which is Playstore copy, they don't have their own market but then their revenue increased drastically. Now what is going to happen next year is iPhone $100 price cut. So that's going to change the scenario a bit more and iOS market share currently is 39%, probably will go to 16% and the important thing is iPhone is the preferred choice for new smart phone buyers in China and to some extent in India also. So of course why it is a preferred choice, UX guys you should know. Some mobile trends in India, internet adoption increasing drastically just check out the numbers. What is more important is you know local language users 57% in rural and growing at 79% year on year which means as UX designers or product managers you cannot forget about local languages or you know do not forget about geolocalizing your products. So I'll skip these four slides. By the end of 2017 market demand for mobile app development services will be 5 times what each company can manage if we do not have a skill force. By 2017 enterprises will have their enterprise app store which means you know probably Pepsi will have 50 apps, Coca-Cola will have 100 apps and they have a Coca-Cola app store you will go to their link check out one app, second app, third app probably they will cross promote apps. So these are some things which you should remember while designing. So I'll move to the core presentation and if we have time we'll come back to some of those things. So I am not a qualified speaker but then I'll try to do some justice to this. UX rule number one you should know your user of course it's very basic but then how? So in mobile apps, mobile web you should know your user based on these four broad categories. First is usage whether he is a data addict, high usage, medium addict or is a traditional uncle you know just comes call career or interneting. So each one if your user base falls in no internet which means you have to provide all the services along with the app okay whether it's video educational video which will go with the app or not. If it's a high usage data addict guy probably all iPhone users you know every app iPhone releases generally you know you connect to the internet update you know you get a data rich experience also in that. So you have to be very careful you know what kind of users will be your user base. Revenue of course you know free apps Swajibharat app is free, freemium, candy crush you download the app play but then you need to buy the coins to move to next level or you do quick to move to the next level paid apps is basically you know you buy the app before checking it out okay and then there is partner usage basically you know you use the app but you also you know see ads okay so partners or mobile ads or videos these are broad categories these are not the only categories utility is also very important so if you are making a utility app phone so if most of the users you know older generation phone karne ke liye use karthe right so they'll they those are utility apps they use call messages more than enough abhi thoda whatsapp they have understood okay productivity apps is all the product managers and other guys you know these days everyone has email connected so you should be you know able to segment users based on this also okay game squeezes and of course information and seekers of info wherein you know you have to provide contextual information because in mobile I cannot write a story and do a google search if I start typing you know CONT it should end up with EXT context or you know content so you have to think about providing quick you know contextual search or filters okay style of course is very important if you are look looking at you know global users go with safe aerial helvetica fonts okay modern if you're going with you know darker backgrounds flat if you're going with a global audience which recognizes only icons okay you don't need to have text and then of course comics if you're going into games or you know lower age group of children lower age group of users okay so this is something which most people miss and I think you know women in design are also missing is you know never use the internet on mobile device this is India this is last year's data it's almost you know close to 80 percent this is changing drastically so do not forget to design for women because they are highly highly addicted to data usage because they have a lot of free time relatively don't take it in the wrong way but they have a lot of their time okay localized features which is very important I'll come to this part in the next slide and also to the part wherein you know in a mobile device if you don't speak visually what does it mean I'll come in you you do not write stories on mobile people cannot read stories on mobile you have to talk everything in you know visual elements okay so uber you know they had no SOS feature what happened one incident in Delhi and then India clearly localized Karnappada SOS feature especially for Delhi but yeah they didn't have a debit card payment option in the rest of the world but they had to do it because in India RBI told me right so see on similar lines so Swachh Bharat app is a mobile governance solution which we built audience is India India means basically 1400 dialects okay so I didn't I know I know that I cannot ask him to type anything I don't want to do that then you know if this is basically mobile governance solution wherein you can report your problems to the PM office okay so if I give him an option to write text Indians will write back one stories okay a problem who are go problem who are and they'll they'll never stop so you know use Twitter 140 characters he can't do anything more than that okay so our reports are very simple you know please fix problem at the rate map URL which comes in the background PMO India Swachh Bharat everything else is collected contextually and we also added the you know feature tweet from Wi-Fi because many people had a problem with 2g connections that you know picture was not picture was not uploading so again you know these two are very important also you need to remember that all the different devices and the browsers okay it doesn't stop at a device you have to also go into deep into the browser spot okay you have to segment your users you know where are they coming from what is the source what is the usage what is the medium you know what is the geography by and gender and then connect all these back to revenue because if they're not making money then you're doing social charity for you know free and you know generally social charity works for some time right so remember segmentation has to be done on all lines okay so that was knowing your user and segmenting them which is very important now second feature you know second rule is basically Toka Koka if you have watched full metal alchemist you would know what it is how many have watched full metal alchemist yeah so yeah IQ level very low here okay so Toka Koka means equivalent exchange okay every product has two stakeholders specially in mobile you know you give something you take something okay so Facebook WhatsApp and Amazon what do they give us convenience affordable quality service affordable quality service it's very important because we could not afford it earlier now we can afford it because they give most of the things for free what do they get in return user base database advertising foothold nahi dekne wale ads roj saamne haate nahi dekne hai phir bhi aate rate hai but then what do they get they make money right they make money because we are they give affordable quality service and we are ready to spend our time by clicking some of their ads even if it is accidentally okay even if it is accident but then there has to be an equivalent exchange if you are making an app and you are thinking only revenue and you are giving users only some you know tidbits he will probably you know delete your app okay so Facebook recently launched autoplay videos I think many of you might have got pissed off with it right yeah but then Facebook right now is in a position where in you know it can piss off users as simple as that okay it wants to try out something it can do it because there is another social network called yellow how many of you know it good see no one knows it so coming to the you know most important UX rule for mobile apps and web is this is a very good statement which is there in one of the science fiction books by you know officer grace mission earth voyage of pen gens if you take care of the details the big problems will take care of themselves okay so while providing your you know product core services just think about features learning curve navigation okay features learning curve navigation do not you know repeat things okay so mobile if you do not if you are listing out your products and you do not provide the feature of sorting and filtering you know he cannot waste 20 minutes just to find the shoes of size m there is no shoes of size m okay give him a tutorial okay tutorial tells him basic things about what is going to be there in the app what is he looking for in the app and what is he providing I'm on time don't worry so navigation if you have a broken navigation forget it your app is going to be deleted sooner or later okay navigation is the most important thing in a mobile app or a mobile web experience if you do not provide shortcuts or you know enough shortcuts to the features which he regularly uses which you have to keep tracking what are what are the people you know coming and using my services for your you lose the loser you lose the user okay use mobile sensors as much as possible contextual location is one of the you know most cool thing about any of the disruptive apps billion-dollar companies okay Uber just get my cab it sends GPS it tells the driver finds the driver shows everything using location it's one of the you know most contextual app right now in the taxi market okay of course it was the disruptor now we have many copycats but that's okay but then use mobile sensors so you can use nine mobile sensors which I cannot talk about right now but then try to you know add the mobile contextual add-ons in your app or mobile web experience okay notifications don't bombard people have hundreds of app already no be careful of what notification you're sending your notification cannot be you know ABCDs xyz and then rest is hidden which is the actual message you would want to see okay it should talk the other way around provide him information which is necessary as simple as that okay so Ujwala I don't know resource nine but then he made this you know quote if app has to continuously tell me how to navigate from one screen to another or what every button means basically then it has lost me completely okay so whatever happens at least have your navigation right okay focus on contextual actions in Android you have access to all the sensors data okay temperature pressure humidity these are also accessible people are making apps based on that in iOS you do not have everything but then via via you can get it iOS focus on design providing a user you know visual visualized experience instead of you know but in Android focus on using sensors okay so there is one thing which most UX designers in the world don't know is principle of least assumption okay all these icons you must have seen in your life right almost everyone right so first one is notification alert okay second one is broadcast okay the next one is home button okay so basically this is an alert it's also a notification everyone knows it whoever has gone to web at and experienced it okay so you don't create an app and put this icon and write alerts next to it because it's a waste of space okay so use globally used icons okay home button everyone knows if you press home button it goes to home of the app the dashboard of the app okay so don't waste your time writing home next to it okay why is it more relevant than ever app stores you know how many apps they're publishing every day every month see that chat how many can you download every day you can't write so if you piss off a user with you know wasting space and you know show him not enough information on your dashboard or in your many menu links basically you know you're competing against thousands of others services and you need to think about all these details okay so active apps is 1.5 million in the app store and you know play store 1.6 million and you users suffer from too much cognitive load already already and we are just seeing the rise of mobile apps okay so users do not have patience to you know you have 15th version is a good version okay first version okay second version do most of the fix third version if you don't have a very good stable version basically your app is downloaded only by you okay so UX never forget that you know real estate space is the most important thing it's said the degree of challenge is very high you have to place most of your important things you know in the that space later so value of UX I'll just go to one slide so this was this was android lock screen that was iOS lock iPhone block screen so daily active Android users is this okay average number of times you unlock is around 50 and you know you might take 0.2 seconds so in the two screens the only difference is an okay button okay and what's the value of removing that okay button Apple guys realizes long long before Android guys it's 4.9 Indians every day savings okay so remember now when you're doing a UX change you can quantify everything if you don't quantify you know basically you're how I'm a cucumber okay so take risk no one knows what's going to be you good user experience okay this is an open market for you know experimenting everything a bit about me and thank you