 We evolved from where we were to where we are today as a, as humans we evolved. But if you look at the picture closely and you see the last guy, he's very close to being back to what we were. So you know, we don't walk straight anymore for example, right? But that's evolution. They say there's another industrial revolution that has started with all the technology changes that I have in today. And we are a part of that. And we are in fact the pioneers of that. In the UX field, we need to travel that change. With the growth of the human and mankind, there is another growth that has happened which is within organizations. Which is a very interesting growth that has happened. And I specifically like this picture. Because when I had started, I was, you know, below. I was a team member. As a designer, I was considered a team member. I was never a design lead. Then I became a design lead, but I was still under a team manager. Somebody managed me. Today I'm a design lead who's managing a team and managing a product. So I'm way above them. And that's the change within two decades that has happened in Indian organizations. From becoming a designer and become a chief UX strategist. I love the designation by the way. But it also involves a lot of responsibility and a lot of answerability to the business which I need to internally get. What was the world then when I had started? You know what? There was no financial crisis in the world two decades ago. The globe was very happy. There were no markets crashing. We were all in a very peaceful state. This is what we used to do. There were smart phones. They were not all smart phones, but they were still smart. They did what they were supposed to do. And if you interestingly notice the design of the phones today and then, the phones have changed. They're still rectangular, the same ergonomics. They haven't become circles and squares yet. So they still do what they're supposed to do. This is the 2007 Facebook page. It said Facebook is a social utility that connects people around you. It does exactly what you do today. So Facebook hasn't changed too much. This is what people used to tell me when I used to go to them two decades ago. This is actually my first project. I was told to clean this screen and make it look pretty. And that's exactly what I did two decades ago. That was my job as a UX designer. There was no UX designer. I was just a designer. This is what I was told when I used to go there. I didn't know that I need to talk to UX people. What do you do? So then, you know, there's something called UX, but they didn't know what to expect of me. Was I a Photoshop designer? Or was I meant to just change the fonts and the colors? At what stage was I supposed to be called in? It was also very vague. So what has changed in two decades? Do you guys think anything has changed? Or do you think it's all the same? So there's a sea change. This is what I did there. And I'm going to talk about the changes through some projects that we executed within our organizations. This is what we used to do then. This is one of the pages that we had done, where we only did the layout of the page. We did a very two-dimensional job, which was a graphic layout that had to be a banner on the top. Or, you know, details like maybe not a yellow balloon, maybe a red balloon. Why is the read more button there? Why is the color blue? Other decisions that I used to take, even about a decade ago, forget two decades. What do we do now? It's not just the device that has changed. Of course, we've changed from a website to a mobile app now, which is also a big change. But there is a design thinking that has changed. And I'm going to demonstrate it with you examples of projects that we've done, where we have not just changed the graphics, but we've not changed in the way the product was being envisaged. Let's look at this. I don't know if you guys know this. This is an Android app that is live and running. It's called Crispy. It is by Hindustan Unilever, H-U-L. A little background with the app. This app is an entertainment app for two of them, which feels like a chart card, and a varanasi, and a mirad, which are media dark places. Why is it media dark? There's no electricity there, so they can't watch television. How do they get entertained? They get entertained by using their mobile phones. They charge their mobile phones, and they consume entertainment material on their phones. So this app helps them download snippets of movie trailers or songs. Within them are embedded H-U-L ads. So for example, if you're watching a Dilwale song, within that you'll have a Latin ad, which you don't mind seeing, but that is what H-U-L's proposition is. We actually went to varanasi, mirad, small towns, small villages. We studied how people actually behave with their mobile phones on the internet. And we realized that they are a bunch of people who attend mobile services. They know every function of the mobile, but they're also very internet conscious, because they're all on data packs. They take 20 rupees data pack. They keep their mobile data off throughout the day, at night when they reach home, they turn their mobile data on, they browse the internet for about 10 minutes and switch it off. So they're very, very price conscious. And now in such an environment, how do you play an entertainment app, where they need to actually buffer data, and they also want slightly slower connections than main cities. So they need to buffer data, and they need to view entertainment. And they also are very conscious. So we then said that, you know, and by the way, all of these decisions were taken by our teams, not by teams within HUF. We as UX designers decided all this. So we said, you know what? We need to download these songs. You don't need to real-time play them. You can never real-time play them in a place like Varanasi. Now when you're downloading these songs, what happens? He's very conscious. I told you he's got only 10 minutes to look at his WhatsApp messages, to browse video here, download video here. So you have to make the most of those 10 minutes. And the other problem that they had is, when they download video, even we don't know where those videos go. We go looking for them, where does my downloaded video sit in my mobile storage memory, or is it in the hamburger menu somewhere? I'm lost, right? So imagine those people, they have no idea where their downloaded videos have gone. So we created an interface where if you see the bottom, it's got my video downloads. The moment I put a video on downloading, this, it swipes up and it starts telling you, you know, your video is downloading. I can swipe it back. I keep browsing. I'm utilizing my 10 minutes. I keep browsing. I keep putting them on download. And what's the beauty of that bottom? It tells me two of three, three of three. Wherever I am, on whichever screens, it's always telling me how many videos I have put on downloading. What is the current status? If I've downloaded three, the moment it says three of three, I can switch off my mobile data. So I am giving him the power to know where am I in the download status, switch it off and I don't need it. Another interesting thing that we did, can you start downloading when you're very internet conscious, data conscious, can you start downloading without knowing what song is this? So because you're very data conscious and you download, you know, is going to take some money, you want to be sure that this mustmug and song is the one that you want to download. So then to introduce something called, if you look at the bottom, Video Thumbnail Preview. So it's a frame by frame preview of the song, which I can swipe. And without downloading, I know exactly what song this is and then I start my downloading process. And this is the value you as a UX designer have to start bringing to the table. It's not about the graphics and the layout. It's about the thinking of what your users trying to do and how can you achieve it through your solutions. Let me give you another example. This is the first bank in India which is going to open your account without your walking into the branch. Nobody will ever come to collect your documents. It's a mobile, online, only digital account opening. It doesn't happen in India yet. This is the first bank that is going to do that. It's going to be launched very soon, maybe next month. Now, we are going to help them and research the product. We only have a piece that we have an app that helps you upload an open account. These are the three steps that you need to take to open the account. You take your photos of all your documents, your bank card, our card card, passport. You upload them. You fill in a form about yourself. Then you verify yourself on a video call. So you get on a video call to the bank executive. You verify yourself and you're done. Your bank account is open. You don't need to walk into a branch anymore. Now, how did we add value? And I'm going to talk about details here. When they said take videos, take photos and upload, interestingly, the prototype that we had made said that, you know, your Aadhaar card has two sides. It's got the front and the back. You're supposed to take a picture of both the sides. It used to say, keep your Aadhaar card ready. Instead of that, it said, take a picture of the front side of your Aadhaar card. After he said, okay, it would give him, you know, a screen where he takes a picture. And if I get him back to that screen, say, take a picture of the back side of your Aadhaar card. When we actually went to the prototype testing of users, of event users, really in smaller terms, we would be more applicable where the bank doesn't even have a branch. We realized that, you know, people didn't even read, people don't read. We all know that. They thought there's an error and we need to take a picture again. They didn't realize we're trying to tell them that the front side and the back side. The only change we did was, we said, after he had taken this picture, we don't take him back. We say now take a picture of Aadhaar card's other side. So we don't confuse him by saying let's just take a picture of the other side. Problem solved. What is the other thing that we did here? So we all know our Aadhaar cards have a shape like this. We saw when people started taking picture, they would keep their card like this, they would hold their phone like this and try and take a picture, which was very unclear. They had to actually hold the phone like that. So all that we did was, just the moment the camera mode was on, when they hold the phone like this, they give them a message, please hold your mobile camera and landscape and click the image. And the message doesn't go till he does this. The moment he does this, the message is gone, when he does this, the message is back. So it just, it simplifies, it tells him exactly what he's supposed to do instead of giving him an error message or giving him a help text beforehand. Just when he's in the process of doing it, we tell him what to do. So remember, this is what we are doing, right? And this is mostly men and the executives on the back side are women. So in the prototype, after the step of tell us about yourself, to verify your video call used to automatically start. And we saw disaster there because you know, people said that we actually did a live testing of this and we saw people are sometimes sitting in their nightclothes at home, they're sometimes sitting only in a vest and sometimes their chests are seen. Which is very embarrassing for an executive of the bank to be conversing to. We had to introduce a screen saying, you know, your account generated continue to video call. Where he clicks this and then starts a video call. So he takes a conscious decision now I want to start a video call. So we are empowering the user to start a journey. We are all very fond of removing clicks and saying, you know, remove the screen automatically start, let the number of clicks be lesser. But this is a very good example of there may be a click, but it means empowering the guy to start a video call to not get embarrassed. So these were examples of how we have moved from a graphic layout of a website to end the charging of product, its journeys, what features the product should have. In fact, so much so that he has started UX-sync services. So we are working for a hotel where we are telling them, you know, what's the customer experience of your hotel, what's the wait time, are people happy? Are they happy with the ordering menu, are the tables are laid out. So very interesting findings, we were working with the Marriott and he did this study in the US and he did this study in India with the interesting finding was that in the US, the finding was that people wanted a romantic dinner or they wanted a candlelight maybe a table for two people, maximum three people, or a bigger family table. When we came back to India with this very interesting difference, people had this children around so they wanted child safe places, even in a 5 star hotel. So the whole shift was very different. If you are a regular Marriott, you see only in India they have candy stalls in their buffet breakfast because this research very clearly said that they wanted to be child friendly places which never came out in the US or maybe they don't take their children out I'm not too sure. Very interesting discoveries though. So the US has moved on from a graphic layout to intangibles, to experiences, experiences of ecosystems, experiences of services. What has changed this methodology? I know I'm running short on time so I'm very quickly going to go through these slides. We used to work in a waterfall method, we don't do that anymore. We all agile, in fact forget agile, we all are lean methodologies now. We quickly learn where to measure. We don't wait for requirements to come. The developer doesn't wait for us to finish designing. We work hand in hand with the developer. And how do we achieve this? These are the last set of slides. We wrestle our influence. We need to have an impactful that we need to fight. As a woman I need to fight even harder. You know when I walk into an insurance company and I try and tell them they need to change their products, they say, what do you know about finances? And when we start talking, I tell them I need not know finances but I know you explain well. That's where we start our partnership. Design before you quote. You can't design after your quoting. Agile design process. It works beautifully. We designers kind of detest the agile processes because it gives creativity. We don't know how to get into sprints etc. Sprints are important. We had a lovely talk on sprints a while ago. Sprints are very, very important. And we need to fall into the sprint cycles. Spread design capabilities across your teams. Please don't think technology guys can't design. They all can. Content writers are great designers. They all can visualize in designs. Spread these capabilities across. Change the organization culture. Only we can stand up and change the culture. So very quickly, what do you think on UX? UX is not how the app is designed. It is really how the organization will navigate the change to the next decade. It is how the organizations will change their thinking. Will change their design thinking. And for all the UX designers come dip in the air of communication by design. Design can change the way we communicate. Happy UXing. Thank you. A little bit about the details. The slide where you show that you have that continue to video call them. I think I have done the same. But there is a doubt here that we are adding one extra step and we might encounter drop-offs. I mean, I have dropped-off at one of these places where there is shrink-off on drop-offs. So what would be our possible alternate solutions to this? This is a great solution by the way. Yeah. Like I said, we can do that. To remove a step, we say that this is a fair way and we test it. I don't think you have to empower the guy who is going to start a video call. You have to tell him what the next step is a video call. It cannot just start. Because the guy could be he could be driving, he could be on the road, he could be in a bus, he could be in a situation where he can't take the call. He could be in a 2G network, in fact, the screen doesn't have that. The next iteration also has things like please be sure that you are at a connectivity place and please be comfortably dressed. So we needed to consciously tell him. So I think this is a screen that's kind of a must. I agree. So my question is more on, let's say, user drops-off over here. We had a debate and the debate was what is more important for us. The user continuing the call after clicking the brand new button or the automatically starting a call and the user dropping out then and not coming back because he had a bad experience. Very much the talk is great. My nice season execution was well. I've been in the industry a bit more than you actually and I've seen my role involved in designing the interface to design the process, the system to design the interface. Have you seen a similar trajectory? Yes. Business is just starting not so much. We're working for a very large insurance company in India. We've been working with them for about five years. It's now that they call us for their business meeting as well, which was never the case earlier. So it's just about started. So that would be a little different. Yes. So you'll be surprised before that product gets registered and the underwriter comes and writes things, they work us. What does the product have to be? What does someone need when they're looking for a health insurance? Should we give him to discover and discover? So all of those decisions are not taken by us with that. When he started with crispy the apple I showed you for entertainment. So when we had started the concept, we thought we have a change in language as well. We have both Hindi and English. And the name was not crispy, it was 3G. It came from 2G, 3G. Since the download of videos was free it was called 3G. When we actually went into the research with the users, they were and they were young audience, right? They don't like the idea of having a Hindi app. They think it's below their status. They don't want to tell people that they're using Hindi apps. In fact, some of them also said Hindi is okay so I have to ask my parents even if they don't know Hindi, they talk in Hindi. They don't want to show people that they're using Hindi apps. The idea of 3G was given out or cancelled because they said I don't want to tell the world that I'm using things that are free. So then we got crispy as an idea. So vernacular is great when it comes to Hindi news content. When people want to read serious things it's news. But when it comes to, we also did a similar research for e-commerce for shopping again. They don't want to read Hindi. They don't want to tell people that they're reading Hindi. So we did it for a matrimonial right. You'd be very, very surprised. There's an about a section where you need to write about yourself. We saw people don't write about themselves. People are not articulate. They don't know how to write about themselves in English. So let us give them an option in Hindi. After three months of running a feature of writing Hindi, only three people had written in Hindi. And we did a survey. They said, you know, this is a profile that's going out to the world. We don't want to tell them we don't know English. We don't know around vernacular languages when it comes to apps like this. Sir, do you... Do you ever design vernacular apps? We do. But like I said, we've done something for Hindustan news people, which is mobile and desktop, which is an Hindi because that's news content. But is it about people don't want to... People don't want to use vernacular language as a medium to communicate? Because, see, there are two things aspect to it. I understand Hindi, English, but I'm more comfortable in communicating and chatting or talking or writing in Hindi than I would, you know, write in Hindi. I can't read and write properly. That's bad. So now, the thing that you said is people are ashamed of saying that I write or read anything. You know, that's... Is that a fact? I don't know. You guys have done the research. Sir, like I said, this is a domain-specific thing. I'm looking at an entertainment domain. If I'm looking at a... At an e-commerce domain, I would prefer English. But when I'm looking at news, I need to understand something. I would prefer Hindi. So the choice also changes depending on what I'm choosing and the audience, of course. All our research has been in North India. I'm not sure what it happens when it comes to down south. But this is truly another research that has happened in the north. Can you take one last question? Can you show me where the guy is at? Yeah, we can take one question. Why do you have in corporate that videos that people's bank account can be opened with the verified and submitting something and some specific messages? Something that has to verify your documents. That's why they come to collect your documents. So we've eliminated the process of someone coming and collecting your documents by getting on a video call to show your documents. Can I ask you a question? Yeah. On the Aadhaar screen, I can just show. So was there a reason that you explicitly used your camera and actually took a picture? Because as far as I know, Aadhaar is just a number. So it could have even been just a password scan or maybe just pen and pen just kind of a number. So what the process, the RPI regulation and the process is that you need to submit a picture. So how it happens in the fiscal world is you make them a photocopy. They come and then they verify the photocopy with your actual documents. This is doing exactly that. You're uploading it and then you're showing it to them in a video conference which they, because they've uploaded images onto them, then they verify against the upload document. Okay, but as far as I know, I took the open RPI thing which the Aadhaar team is working on it. So if I give your Aadhaar number to them, how do they verify that the one that I have is the same as the number that I have given? Because the number that I give them will never give them an image. And that's purely an RPI guideline that it has to be an online verification and it has to be like this. It's an RPI regulation. I was, I just wanted to point out because Pramod Verma, the chief architect of Aadhaar, I've actually been to a stock in which he said that you actually don't need to give on to that. So that's probably something. Thank you very much. Thank you so much.