 So I'm Ashish. I'm from net Brahma Studios. We disrupt with design what we do. We do strategy and design I won't go too much into it. Everyone knows about it quick story. What we have done nine years 20 plus domains 30 plus countries 100 plus million users impacted, right? Straight to the project we started with a company called jigsaw Academy. They are into Data analytics training platform online, right? And we'll see what we did for them. What are the goals? What are the process and what is the outcome? Very interesting primary goals identify user groups establish trust increase convenience obviously conversions We all need the money Then educate clearly, right? What what the company is trying to do and how they're trying to do one big difference their courses were $1,000 to $1,500 right unlike 10 15 $20 courses that were available So really a big big shift from regular traditional companies that were offering that obviously couple of secondary Goals reduce bounce rate improve ROI and so on so forth Interestingly, we also did user research I'll talk a bit more about it and when we did the user research when we involved their existing customers and potential customers We figured out there were only three primary goals that they were really interested in right and the first goal was I want to learn right knowledge real deep knowledge The second goal was Hey, I am a software engineer. Can I actually make a career switch and how do I go about that? right and the third goal was Can I get a certificate and get a promotion or a salary hike? Really really deeper goals, right? Whereas the company really didn't look at this as A true goal right they usually said we are helping people move carriers and so on so forth But not really as a promotion as a certification as a salary hike, which is a very very deeper inside from user research Detailed process. I'm just going to run run really past so that I can take you through more stuff 40 plus users that we interviewed card sorting task analysis user flows prototype testing heat test mapping Information architecture, I'll show you how we did data driven information architecture versus gut feel expert sort of an experience design Obviously very consistent web and mobile experience because most people would Google them land up on their website through mobile, right? Obviously a lot of interface design that we did a lot of minimal design that still stands Fresh even after the competition is done a lot more, right? This is our process Study g plus design and the infinity in between very very homegrown I tell people it cannot be two different things what you have to do this continuously as designers, right? We were able to push this through to the client fantastic guys. They were able to sort of help us Not pushes back right? Kudos to them to help us enable that User research like I said we spoke to 19 existing guys I have not shown you photos a lot of it is confidential, but I'm just giving you an overview on how we did it So the goal was obviously to understand the real Motivation and real frustrations right and like I mentioned those are the three core goals that the users really had then we did interesting card sort experiments with them with Both sets of groups You all know about it Then we actually buy you know bought out all the possible options on the entire web platform web website actually that Was was available to them? We further broke them down and looked at how this data was getting mapped and this was the magic, right? So we did a content proximity matrix that was led by our Led by the partner at netbama called dimple who heads our research So you know she actually led and helped us understand how Users were looking at data and content versus how we were actually as designers pushing some of these interesting labels and beautiful terminologies right and this really really set the ball rolling for the next sort of Project phase of the project so information architecture for us. It was not just beautiful flows, right? It was about interaction and data as success parts. What is the success part for each of these? Users and their goals right and the goal was very clearly defined for a corporate customer for a Regular student who wants to learn or a guy who is looking for a career switch and all these success journeys ended at Either he's signing up for the course or he giving us the details or interacting and asking more questions Right and when we knew this success parts we were able to define Different success journeys for different sorts of users then integrate them back into one integrated information architecture Right obviously went through a lot of prototyping across web tablet mobile, right? So on so forth the end result Wonderful-looking great-looking Stuff but that also actually really really works now one interesting thing that I want to highlight in the first fold We have not sold a course Right and that's very interesting because nobody buys a course worth thousand dollars in the first fold his Key understanding of the user was you know, I need to either understand what the domain is right? If I'm a guy who does not know what is analytics I need to understand what the market is what the job opportunities are and how jigsaw is going to help me And then I can go on but if I'm a little more informed guy, then I'm going to look at What which course do I need to do right and that's again a very wide question out of 20 25 courses Which is the part that is really really for me So if you see there's an instant gratification called find my path within three seconds with three questions I'm able to do that right You'll see more stuff. I'm just showing you This is the one right within three seconds. You are able to quickly quickly do the questions and go about it Detail iconography again relating back to very very technical topic not generalizing making sure they're really part of it More interaction guideline. This was the output I'll tell you more than this actually. This is the most important They got a 500 percent jump in the conversions 500 percent jump in their leads right that's massive They got funded. They got I mean they're doing really well if you go to Google you'll see really really Fantastic Yes Oh, yeah, so like I said right we went with a very open mind of oh, we know these online users We know how people buy courses right and the various office thing was oh the popular courses have to be in the first fold Oh, the goals of these users are to explore show them testimonials show them how great the company is But we were actually wrong right Their core goals was actually hey, I do not know anything about analytics. Can you please can you please help me first? Understanding that can you help me switch my career? Which is a larger context compared to just doing a course right and so that was really really powerful in the user research We were really you know taken aback that hey, we did not actually know the users so that was a very insightful sort of You