 So before I start, I just wanted to have a small quiz. How many of you are working on mobile? 20% of the audience? Anything on the mobile? Could be an app, UI interface. So my name is Naveen Satya. I'm head of design at Keypoint Technology. A little bit connection with the previous talk. So the Keypoint actually built third party keyboards. And we have a keyboard on 180 languages. So we cover almost every language in the world. So if you use our keyboard, you can see and at least write. It might not be that accurate or fast in all the languages, but you can type that. This is my Twitter handle. Naveen Satya, before Keypoint, I spent about five years at Microsoft. I worked on a bunch of products. Cortana is personal assistant at Microsoft. If you know Bing.com, it's a search engine. And the last one, probably, you know about Skype. We acquired, and I also spent some time on that. About two months back, I moved out of Microsoft. I joined the company, Keypoint Technology. And there I'm working on a new product called Exploree. I'm going to talk more about Exploree towards the end of the talk. So I think it's too much about me. Let's talk about this guy. So in a survey, it came out that three out of five people admit that they yell at their computers, which means that other two people are lying, because we all yell at our computers. And why do we do that? Because as human, we tend to get angry. And when we get angry, we blame things around us. It could be people. It could be product. It could be anything. And as human, we project human emotion on everything, everywhere and all the time. Let me talk a little bit more with an example. So if you see, there's a dude on the right, and there's a computer, or it can be an app or a software on the left. If everything goes well, if you're using an app and it matched with your expectations, you kind of like it. And many times, you talk to people also, hey, I love this app, because it matched with your expectations. But when it doesn't happen, the opposite is also true, then you start hitting it. You know, in response, you're going to install the app. So it's all about when you match the expectations, you see things working. If it doesn't match, it tends to disappointment. And sometime, as human, we even go and take some revenge. So revenge could be for an app, you uninstall the app. And that's why if you see in the mobile industry, 80% of the apps got installed on the same day when you install them, because they don't like it. So what my talk is about. So when I said bringing soul to your designs, I mean about making the emotional connections. I'm going to head this. So what is it? So it's all about understanding the connection between emotion and reaction, or an action. And if you do that, we can apply that knowledge to make a human connection through design. And that's what I'm going to talk about. So if you as a designer, or as a product owner, if you're working on it, what we want to do is we want to design an emotional response that increases the likelihood a user will perform a desired behavior. Now the desired behavior in your product or in your app, it could be the submit button on the checkout page. It could be convincing a user to upgrade so that they can pay for your service. Or it could be anything like starting to use a service. So I think what I talked so far is this is why we should care about the soul or emotion connection which you can make with the product. But also I'm going to cover today is why we should design for emotion. How do we do this? And I will end with a case study. So let's start with why design for emotion. So when I started my career about 10 years ago, usability was pretty big thing. But if I see the landscape which got changed because of mobile in the last two years, designing for usability isn't good enough. Any surprises? If you see our industry like tech industry, software, apps, if you make a usable interface, you are gonna do well in the industry. And I think that is true because our history is not very long. It could be 20 to 30 year old industry. But if I compare with other industries, look at the cars. This car was usable. It probably ugliest looking car I ever seen. It will take you from point A to point B, but we didn't stop there. We built something better than this. We built something which can bring emotional connection with the product. And that's why you see a lot of beautiful cars in the market. So the point I'm trying to make is, as a human, you'll see a lot of reports as well on this that as human, when we make a decision, we first rely on emotion and then comes the logic. And that's why thinking about emotion and how can we design product which can bring emotional connection is very important. I think none of the design talk can be done without Maslow's hierarchy, I think. So I think for mobile apps, especially, you start from functional, then you try to make it reliable and then you try to make it usable. I'm just modifying that a little bit and I'm just putting something on the top and I'm saying it should be pleasurable. The praise, and I think that quality is something which today a lot of users look for when they see the mobile apps or when they use your product. Is your product pleasurable? Do people get joy when they're using your product? So let's go a little bit deep into that. So this one more analogy is that the product with emotional connections feel magical and meaningful. I will explain through a couple of examples. Do you recognize this product? So Google Glass. So when it came out, it was so magical that I don't need to carry my devices. I can do everything through my glass. It was so magical, but still, in a society as a whole, people didn't accept it as a product. One of the reason was, yes, people find it magical but it was not meaningful. As a human, we are not finding it that it will fit in our last style that, hey, I can throw this glass in. I will always carry Google Glass and I'm done with it. This is another product. Anybody recall what is this? Yes, it was pure functional. There is no single shadow there, right? It's a product which is completely meaningful but there is no magic. And that's why you only go there when you need something. You don't go there for fun or for joy. This is the third example. You know any, what product is this? Uber. So if you have remembered your first journey on Uber, it was magical as well as meaningful. I was surprised that when I get out of the car, do I need to talk to driver or not? You know, earlier you always used to bargain that, hey, can I pay 100 rupees less, 50 rupees less? Now after Uber, you just get out of the car. And that's why a lot of people accepted that as a concept because it was magical in the beginning as well as meaningful or long period of time. So, okay. So if you're building a mobile product, how do you do this? Is there a framework? I'm gonna spend five million on that. So what happens is if you're working in a startup today or if you're in a large company, this is how leaders think. Hire bunch of designers, put them into a process and they will create delightful experiences for you. But my friends, the reality is when you go to a company, you can be alone or you can be surrounded by a bunch of other designers and then you will see a few of your friends, maybe product managers who cares for you that, okay, you are talking about something and maybe we should do that. But then you see a bunch of engineers, right? It's very hard to get convinced. It's very hard to get your ideas there. So it's very hard for us to sustain in that environment. Now, when you think that, hey, I wanted to create something delightful, how do you do that? So I'm gonna share a framework. There can be so many framework, the framework which I think I learned while working on a bunch of products in the past. The framework is very simple. It has two access. On one access I put, make it human. On the other access I put, keep it animal. And there is a good tension between these two. So when you're thinking about your apps, your product, keep these two things in mind. Now what do you get out of this? When you say make it human, it will create something awesome in your product. And when you say keep it animal, it will create something scary. You know, you can combine with both of them and say scare some or something like that. So I will go deep into both of these and I will walk through some of the examples. Keep it animal. So I think there are three things. Number one, attention is a scarce resource. I will explain this a little bit better. So there's a design concepts called flow. Now what flow is, if I put skill set of a user on one access, challenge on the other one, what you see in the middle is the flow. If a user taking a journey on your app is in the flow, it means he's in the right path. If you increase the challenge in the beginning, what you end up seeing is anxiety. People feel some tension, they're probably not gonna use it. And if you don't have a skill, and if you have a skillful user, if you don't have enough challenge, then they start to feel bored. You'll see boredom. And that's why if you see a lot of games, they try to balance both of them together. If you have used Angry Bird, you will see that initially you get very small challenges so that you can get skilled. And once you get skilled, your challenges rises and you keep on enjoying. You don't remember how could you spend like one to two hours, sometimes entire night on playing a game. Number two, we are built for patterns. So as a human, we seek patterns. And when we see things simple, we tend to adopt and tend to understand really quick. There's a Hicks law which says that the time it takes to make a decision increase with the number of alternatives. So if you put so many alternatives in your design, you're gonna lose the user. This is another example. Anybody use this app, cache app from square. So it's a very simple idea. You can send the money to someone through an email or SMS. You enter the amount, select the contact, it's done. Now compare this with our banking applications today. The job is the same. I am sending the money to someone else. But today what happens, you log in, you add pay, you figure out your OTP, certificate code, then you wait for half an hour, and then finally you were able to send some money. It's not an experience, but when you use this app, you feel like you are into an experience which bring you back, which make you... The third thing I'm gonna talk about is, in this one is attracting things works better. So our brain function differently when we see things which are attractive and beautiful. Dorm Norman did a lot of research on that and one code he made was attracting things which makes people feel good, which in turn makes them think more creatively. And how does that make something easier to use? Simple by making it easier for people to find solutions to problems they encounter. So when you see things are simple, you have inner motivation to use them and try to figure out how it works. There are some good examples in the industry. One is RadioApp, they use gorgeous images to make the app look really good. So there are three things I talked about how we should keep it animal. Attracting things works better, attention is a scarce resource and we are built for patents. The next thing in the puzzle is make it human. How do you do that? You can think about this as a relationship with your spouse or with your boyfriend or girlfriend. And when you think about that, you know that there can be, you can have n number of keywords, but it can be being fun with them, being a conversation with them, be empathetic with them. So these keywords comes to your mind when you think about people-to-people interaction. The same can also apply between people and products. I'll give some example. How can be fun? We can do that using product. So this is something we worked on Cortana. I'm gonna rush really fast. So Cortana is personal assistant where a user can ask anything, but we knew for sure that we can't answer everything for everybody. And there will be moment where we are ashamed that, hey, we don't know that. Or we feel sad. How do you portray that? So there are little personality we add through the circle icon, which brings that on the UI. This is another app. If you have used it, Polar, the different thing they have done is when you scroll down, they show different images of Polar beer. And that's why people keep on scrolling, like keep on pulling that, hey, I want new content. They don't want new content, but they just wanted to see what animal you're gonna see there. They could just put a loading icon, but they choose to do it something different. And the goal was that, business goal was that, how can you make it engaging? The clear app, I'm gonna skip it really quick. It's all about gestures. The second part of that was be conversational. And I think a lot of products nowadays are doing that. They are trying to greet you. They're trying to give advice and the messaging on those products are improving. They're trying to be conversational. Third one is be empathetic. What do we mean by empathetic is so that your app knows that, what do you want in that moment? And it will try to solve that. Google Maps does a good job. Even you are searching for a place on your desktop, as soon as you go out of the building, you see the same place on your mobile phone. They know that this is the most likely action you're gonna take. If you use Zomato, they know it's evening. They show you, hey, you probably are planning for a dinner. Or in another example, in Gugunand where they show a bunch of cards to do that. Surprise, surprise is another element. I will quickly go there, skip it. Facebook on this day. I'm sure all of you are familiar with that. That they bring your memories back to surprise you every single day. So there are ways where all these mobile apps try to make some emotional connection with you so that you like them, you love these apps, and you come back every day. Do I have two to three minutes? No. Okay, so I have one more sections about what I'm doing right now, but I might end with this one, I think 30 second video clip that where the word is changing. So this is. Better angle. Oh, check it. Did that come out okay? That's the best one of the 300 pictures I've taken of myself today. Every girl in the picture is locked into her phone. Every single one is dialed in. Welcome to parenting in 2015. They're all just completely transfixed by the. So this is what is happening. This is a video last week, it got really viral. Everybody was sitting in a baseball game. Nobody's watching. They're all engaging. Even their photo or the video was telecast on the big screens. They didn't even bother to see that. So when people are using mobile so much, I think as a designer, we have to think it differently. We have to see that. How do we design those interaction experience which are more engaging and fun for users? Am I done? Okay, I have a bunch of things to talk about, but. Okay. You have to wrap up now. Okay. I'm running short of time. Okay, I will just take last one minute. So the challenge which my current company solving is what Google is holding right now. The mobile on, the search on mobile is not happening. It's very different. And that's where they talk about different moments that people seek information in different moments when they are on mobile phones. In my company, what we are trying to do is we are trying to build a product which will give you discoveries or things you need in those moments. So the experience is that you download Exploree. It start with X. It's a keyboard. As you start typing, we try to infer the intent and we give you the content right there on the app. It's universal. It works across all the apps. So for example, you're going out. You're chatting with your friend on Hangout. We give you suggestions right there. If you are planning to purchase something, you probably on WhatsApp, we bring the content right there. If you are on Facebook Messenger, planning your next adventure, we try to bring the content right there. So there are a bunch of scenarios you are, even we bring information from the news feeds from Twitter everywhere so that you don't have to switch apps. And when you are in those moments, we try to make use engaging and try to solve that problem. That's what we are doing. If you get time, try to download it. If you wanted to work for this product, do let me know. I will be here after this talk and you can chat about it. Thank you so much. Thank you.