 My topic is co-creation, a formative US mobile US approach, but before that I would like to tell you why we came up with this and what it is giving me on the one page and all. So first of all I came up from IIT Bombay and then I started my own career as a freelancer and I have seen a lot of options rounds and then I went to join a KOSHA wireless as one of the design studio founder Deepak Myself and Kiran were the founder, we grew up almost 24 member team in 5 years, 3 months to be exactly and after mindfully acquired everything is closed down. And then I joined this organization to learn their software, put a bunch of people, entrepreneurs and all those things, okay fine I can speak this, only one member show that is Myself and I have almost 4, close to 4 years and we are 20 member team right there. So my question is or my thought process is I am not trying to talk about anything related to UX or CX. I am not talking about any research or any methodology or certain things. I am talking about very pure perspective of a designer and a business because to grow a team from a one person to 24 in KOSHA wireless or in current organization it is tough. I hope you understand that. So my point is there are certain things that will help you out to create your team, to build a culture, to make some money, to make some bucks, that is what I am talking about. And also you can try to get your founders or your organizations, senior management to put the valuing into your system right that is what I am talking about. And other thing is see in all these building, while building a business or practice beating KOSHA wireless, later on it is mind-free and then moving on to end the world. We have gone through tremendous failure right and that is what we have learned so far. How many people have attended Mark workshop today morning, lecture and workshop right. He was talking about right the circle with the center, the circle on the periphery circle is the dot is outside of circle and co-creation right. I have never heard it so far but this is what I figured it out by my own mistakes. So what I am trying to say is we actually build a team or a culture that helps to foster the creativity in a very deep level that is what I am talking about you know. Why I am telling you this particular mobile or in RWD really people do not know what they want as the other people says right some company comes with some mobile okay I want a mobile application, I need web application, I need hybrid application, I need this, I need that. And they come in the market and they started asking do you have this expertise right they do not understand why they need to come to a responsive web design strategy or a mobile application or a hybrid application or web application. It is like Gumho, everybody is swimming, let me swim also how many fell there right at the same time the iron is this I have this much time line also only you need to come up with something called wow mobile application I want killer experience. I want to have my market share going down my computer increase 1, 2, 3 level I want to have my market share back do something in Ajai right for in lean right. But time line is this and when we talk about certain money and all how many people are dealing with the business here oh quite a few good new things so that is a challenge or not but what are we talking about always I have seen so many places in US in Singapore Australia some less in UK also but always a designer they talk always about one thing design design design design the top key we will do user research we will find the great insight from end user we will find great we will give great UI we are getting stuck somewhere other way there only I am limited for the US why can't we see in something a different perspective what I am trying to say is why can't we see the business from their point of view why can't we shift ourselves as a UX person see what we are saying always we are trying to do user research we understand we want to understand observe then want to figure it out the inside of the end user right or some of the CXA people say says we need to think about the overall customer experience after delivery my question is first you think about you should get an opportunity to prove yourself you should get an opportunity to convert that you know what is it the meeting into advantage how do we do that that's what I am talking about see in any business any enterprises anywhere the decision maker so far in IT industry other people who are not belong from design background and not talking about Steve Jobs by the way whose entire philosophy is around the design right I'm not talking about Steve Jobs I'm talking about the majority of people they don't have a background or a knowledge of this yes they know there are something called usability test there are something called use take evaluation there's something called user research visual design graphic design they know all those parameters but they don't know what what actually happens if they use in a right perspective right so we also work on a very individual level we hired also in so far in my all experience we had this SME subject matter expert in US I'm a usability expert I'm a usability architect and we give a very fancy name also to get lot of things you know we have done that but what happened is eventually we were started losing a lot of things we have started getting to bargain more right see understand again I'm talking you I'm talking with the perspective of a designer and a business we need to come whatever we have a visit we need to transfer into conversion you to understand like retail world same thing here what I'm trying to say is it even worked out for us and when after after whatever experience I had in KOSL wireless and then I started initially when I was 250 team one of one person out of the 250 entire organizers train and today we are 20 in three and a half years it's a good growth 8% we are 8% of our organization now means 400 out of 400 we are 20 people and our goal is very clear 35 people by December 2015 how do how do I do that we'll all see you and see you come and tell you yes you know your admission is good let's let me put money and then it's okay you think so how are you will think so I any answer yes or no no right see what I'm trying to say is Joe you need to come up with something so that is the reason we have started something called co-creation the Caucasian is a kind of philosophy we are running across our young studio where we work in a different different level different model and we play a role a kind of creative role across the level for some time I haven't actually said but at the same time I also support a person who is having only just three months of experience so far fresher three months of experience but a different perspective I'm talking about here there is a personal promote is hardly a six months old in my organization but he plays very different different role how that's what I want to talk about he cannot see every game his own rules right I made to adopt these rules in mobile in this this front you know rules is totally different it's not subtle what do what do I mean you know tomorrow let's example I'm an real estate or mortgage company you know I am I'm developing something and there is a huge startup and successful startup you can say zero they come to the market and they they come with very new new approach of a real estate you know ballgame all together and as a as a old player what is the problem with me I'm losing the game now how do we do that so it's a direct influence for me as a businessman I'm a direct influence in me so they come and they what they will say zero is doing great zero is converting high higher rates you know how about you give me something like that right or they don't understand and they want to say have you heard about rwd and they don't know what I want to why you need to use rwd just they want to say we want to responsive represent for our products and services why the disconnect is here you know so it is it is very fastest growing field so far and a lot of kiosk is there and that's an opportunity we need to take it as a ux designers by the cx designers whatever you want to say as a this is a wonderful opportunity for us if you want to really convert into numbers okay so again we need to and at the same time also we need to understand key we cannot work with the old same style you know we will do understand strategy we will stakeholder requirement workshops and then we'll do research design research blah blah blah and then ui part of it iteration more everybody knows it so far right but the problem is still see everybody knows it why the outcome is different it's working why the outcome is different okay sorry see okay so so see this is this is the biggest problem with mobility I'm using the term of mobility and if you see the problem with the mobile devices or mobility is it's this it is it's totally uncontextual fit I was just in why use a workshop I was one we were working on certain user research questions and answers I think when I was reading the group and he asked me a question key how do you search to everybody in that table all I think 70 people were there and everybody was talking about that I go on Google and search it and I said no I don't go I use epicurus I use Martha Stewart why I'm very much familiar about it I really love it I really like it I really use it it's so convenient to me my question is to you my question to all of us you ask probably the questions for all of us are you enough do you have enough exposure what you do see if you don't have exposure how can we convert the exposure into a articulation while we talk to any business people or a analyst or and whatever the senior management is difficult see you need to you need to understand their language you need to understand the design language when you need to convert that language into what they can understand right it's like you know I'm I'm from Gujarat I know Gujarati if I start speaking Gujarati I'm sure one or two people only can understand these two people is all the head that's what we do always we understand it's a very simple thing but we don't do practice so it is it is very contextual sensitive you know my son is just a two and a half years old let me borrow son's story from other that lady right see what I'm trying to say he's very much a familiar about playbox on an iPad believe me for him fish can fly I'm not joking how many how many how many people you have seen the games or something on an iPad or iPhone or Android tablet that give you amazing kind of feeling how many people have seen Starbucks I know some lady was yesterday talking about some animation movies yesterday I was watching this Brave by Pixar how many people have seen it right see everybody see when you see that movie and when you see your your kids playing with those kind of thing and he he thinks that fish is flying when in that movie in that game what happens is there's a lot of balls it comes with the sound of a center and it drops like a gravity okay and when you pull it it also it you know there's a way it will move around and when you touch hold it different different animals come like a dog or a fish or a bird or something you know it's very interesting game and my son always now try to see it's not a jumpy in real fish I'm not given right see what I'm trying to say is it's it's we like to get a new thing so we like to have a new parameters that can give us a different outlook but what happened is in due course of our professional I am doing this research I am finding this insight I want to provide a solution I want to I want to give a nice this I want to give one on time so much of constraint we have we lose that innocent thing as a designer you you think yourself you know when you are in design you are so passionate about certain things I will do this I will do that and the moment you start working and you know it is you started you compromising right and you don't realize also how many people you think that you are still having that you know you know something seem like you were doing design earlier first time or something how many people are raising I want to see you know hand that's the reality why because we feed and mobile is absolutely absolutely uncontextual fit the same thing you you want to design by whatever approach you want to say inside out out approach that is from user research finding and then you want to product derive a product or outside inside approach whatever approach you take the thing is for everybody a mobile context is totally different and that's a bit bit tricky thing and again as business says what we want is by this time right and I want to my you know market fit product right how many people understand this market fit product and I want to I want to have a rich user experience some day I sketch my head whatever rich user experience have you heard this kind of terms or is this only for me right pardon these are the words right so people just come over certain things and they say and then now and we also designer has to do certain work here also that's example in one of the facebook messenger I really liked it when your your friends you know poke you or probably message you the the that is this photograph come is our right on the home screen right when you tap it will show you what kind of text he or she has sent it right but how to how to minimize it or how to close removing when first time I saw I literally saw wow that's what his moment is everybody wants the one point of time now wow and once something gets his is like he's like become a you know it's very transition the value is very transitional so that wow it's no more wow for me now it's okay right so what I'm trying to the expectations is like as a user and user in this world mobile world they are there they won't they treat this like a genie you know I want to do this if doesn't happen then it sucks user experience is not good right I've seen so many people spending 350 rupees in pvr gold and they play a bird you know whatever that game in within that movie theater I don't understand why he's spending 350 rupees engagement perspective see for him that storyline is not helping but that game is right at the same time there are after a lot of disruptive works of success and some success snaps snapshot success everybody wants to have a disruptive solution another thing is probably tech runs coming in everywhere where I participate so many things disruptive tech tech runs festival in San Francisco everybody wants to have a disruptive solutions to you know break this you know what is the ecosystem at the same time we are talking about user experience people we talk about the user really the harmony the holistic you and all are we conflicting or what right but how to deal with this situation so these are some of the pointers I have found through throughout my experience so far whenever I discuss with some of the best of designers across the globe you know across the different domains and all okay and then I have I have tried to collect it in a very different perspective right this might be helpful to you or this might not you know it is up to you I'm just trying to share these are the pointers that make a lot of sense if you are so giving a solution in a mobile of this kind of perspective first is a collaboration of content strategy see why this is I am putting this is you know lot of time I I came or I have heard this situation that I want responsive web design but I don't want to change the content functionality remains same okay I need this strategy I need this solution where functionality should remain changed I cannot change functionality it's a legal issues are there these kind of answers you get right there are certain times in the same time as a designer also they they have many a time you know a lot of you know senior executive people they told me that they have a they also always feel that design visibility is not there what do I mean so we are doing this example user research or UI or something but we never try to involve them we never try to make something somewhere that they can see what is happening see we need to understand this if we always work in a very silo mode right as a design design design it won't work that is the required co-creation so what we we do is here is let me bring you in terms of internal team and the client or management team so internally what we do is we we do generally a play role so what do I what do I mean you know what do I mean is we work on a kind of role-changing role you can say six hats or advertibono whatever you want to say we do it practically also at the same time we as a team you see we need to have we need to work as a you know we need to bring the agileness in the system right it's very important within the team so what we do is internally also we do act how many people believe that acting or a movie or a motion can impact you or your sense is the best everybody then why we are not following after seeing guru or certain movies we feel like you know tomorrow almost I'll put my paper down and I will be there by everybody next day right everybody thinks like that why it impacts you then why are we not using the same thing so in one and a half months back we have done one act for life in circus and that design team and everybody played a different role what I'm trying to say is it is very easy to say or speak but when you do when you act it is very difficult and we have a video video shoot also so we understand he what we do and when we talk internally we are open we are open to our colleague we are open to our managers we are open to our management also the way we behave the way we believe the way we think we are expressive in that sense it is very very important okay so I'll wrap it up a little faster the same thing you need to use a tool so we use a lot of tools like solidify envision proto no base cam and so many other tools we have also developed an internal repository of a tools that helps to see collaboration where client can anytime anywhere any place they can see our design what is happening they can taste design while I'm moving on my g motor g as well as iphone as well as on desktop as well as on my ipad that kind of tool we use to believe in collaboration yes design style is very very important and the branding is also very very important everybody talks about it but how can we communicate all those things in our automatic system see all the time when you try to communicate communicate what happens is become a human human dependency avoid that okay yes we are also doing a user ready things everybody talks about this already we are also doing it but another three things is very much important is this a native gesture and adaptive use that design so what I'm what I'm trying to say is this we also needs to understand that whenever adopt any kind of resolution or device or a system need to use its best at the same time we don't want to give everything lot of times you know lot of gestures lot of things is mobile lot of people just try it out but we need to give a subtle things and the second one of the this most last two points giving you the maximum return to me and my team first is a playfulness of elasticity what we do actually actually we watch all trailers of itunes and all all trailers so far on youtube whatever we found whatever effects and we try to absorb that and we try to mimic in our design why because the motion the animation whatever you want to say movie impacted lot how can we bring that how can we bring the physical reality of yo yo this kind of yo yo into solution the physical word or movie word into the digital solution and the last thing is I want to talk about a kinetic story we haven't got so far success in our solution but people are very much appreciating one of the largest company of new york they handles the sequence like crazily and they have a 30 year old documents and data in a paper format and they want to come up with a product where we have first time implemented and we are developing that so what do my kinetic story see the story you know always when you when you go in a flow when you build that emotions and then the function together right and the surroundings right it helps to understand the product the better and it that creates a user experience normally things if I if I press this button it didn't went to next screen that's fine but if you have a journey is useful you know how many people go for a tracking or a picnic or a movie and all right you think about your own experience you know your guard got punctured you don't have a food and all this is fine right is a is a basic need what I'm trying to say is on the way if you have if you have that moment of proud if you moment of fun and and and the kind of flow what you had it it makes all of sense but this is what I want to talk about now these are just some of the pointers there are more things out there but I probably lack of time I won't I don't want to touch on that but these are some of the pointers you think on it probably this may help you in at least a mobile user experience or a responsible design because it's working wonderfully for us it is a lot of different value that's what I'm saying you know why I'm saying is because I want to put a number as Sara told in a workshop goal right goal is always has to be measured so in three and a half years we from myself one two we are 20 and next by December 2015 we will be 35 including our first design student Dallas how about that people will invest us and and believe me I whenever I travel I can tell you last one word is people are looking for a better user experience industries senior executives they are asking we are looking for a user experience we are looking for a better experience we are looking for a cx or us or whatever you want to say people are asking it's an opportunity for all of us if you can convert that into a reality in terms of product in terms of numbers because why numbers business right products when you when you see your products in the limelight you will you will enjoy that thank you