 to an accident. Right? Why is that? Because it's a bad design, no mediator, I thought. It's a unit, it's not a site. It took some time. I don't know someone's mind that's an accident, do you? And it came back. That's awesome. I think it's a very extensive product. It's an important product. Because it's a long design. Long difference. So it's one of my favorite designs. I think everyone knows him, right? All right? All that known for long-laxing designs. All these designs he has created last year. He designs logos like IBM, ABC, and multiple graphic shows. Even today, the logo which IBM designed in 1960 is still present today. Right? So what he said is, design is so simple. That's why it's so complicated. Do you guys agree with this? Do you think design is hard? Okay, so let's understand what a simple means and what a complicated means. Simple is nothing but point A to point B. Very straightforward. You take an example and start. But if you press this, it's so simple, that's simple. Right? Isn't it simple? What about complex? Complex has hierarchy and structure with multiple things are related to each other. Take an example of the car dashboard or anything in it. Any dashboard which has multiple objects which are related to each other. That's complex. And what if if I ask you, Asim Malekar, not Desai Rekar, then it becomes so complicated, which means which has multiple moving parts, which gets interconnected to each other separately. Complex is the opposite of simple. And complicated is more of opposite of each other. It's a difference between simple complex and self. And by the way, the world we live in is so complex. The world we live in is so easy. Right? From day, every day morning, so we fail a lot of complex situations. Every day, nobody. The time you wake up, the time you go to sleep. You go to come across various interactions, various people, various things going to office. So learn that the world is not simple. Okay? And what do you do? You interact with a lot of objects. Right? Right? You go to sleep below and bed. Every, from morning to evening, we keep touching every project. Everything has a design language. Take an example. It's a very simple, right? So you have a small cup, you have a bigger cup, you have a potty pot, you have a handle. So it's very simple, but everything has a language. So this is about you can touch that particular thing because of the importance. And if you have a cup, you can pull the lid. So everything, all the elements of this design are speaking something, are communicating something. Right? This is language which communicates a task or a function at the moment when I do it. So, yes, we have multiple brands, right? So brands are always recognized by a set of multiple design cues. Design cues are something like, you know, so take a design cue of, do you guys remember what it was like? Portion. Right? Think by looking at this just like you could able to. Remember, this is a caution light. It's a design cue. For many years they did not change it. They made it that particular cues in order to get the brand different. And same is like, you don't need a shoe or whatever. You just look at that particular logo. They would actually recollect or get recognized for that brand. You see this Nibia. Where we see is Nibia. You see Nibia logo is also like, you have around, you have this thing. And there are all the product ranges that branded this particular product. And all this marketing material or the stores or whatever, everything can be in that particular, they bring that particular vision cues in a way that it directly recognizes the design language of this product. Let's go back to the fact. What is this? So, look at these, look at the language of this. So many cool, pretty straight forward. Camera does taking photographs. You have so much of these features. With all that, we're going to take pictures or look at these and also if you know that this is a dial-up bag, it helps to dial numbers. You have this headphone set where you're going to talk and say with this TV thing. So you have a chance, you have it on and off, and you have a sound button. So few things well communicated. The object, digital object from this industry, the model, communicates the design language. So let's take an example of one of the designs that comes in BMW. So the design keeps evolving all the time. So take an example of here. So 1972, the friend Paul said, God designs, even in 2010, look at the whole uniformity of it. All these design cues of the design language, the whole design principles. Look at that. So basically you can relate the whole product, even though it keeps evolving over a period of time, the whole philosophy of the product. Whatever philosophy you write in for that particular design, it still continues today. Look at the new one because I3 or I8, it still talks that same design language, which actually design language creates brands. The brand identity is what actually represents the whole design language. Design language is all about a set of city. Philosophy and set of dialects. One more example again from industry design. Coca-Cola, recently 2016, they launched a new brand language again. The brand language is basically to unify most of their all new popular products with the new design language across all the touch points. So recently I think somewhere around June, July, they launched in New Mexico. So I was in Mexico City last month. I was looking at all this. I can see a lot of exporting papers, newspapers and stuff like that. It's very cool. It's not just changing the sticker, the whole identity, the whole language of the product, all the touch points. Let's say these are physical points, physical products. And you have physical products. So you have touch, all their wedding machines, all their advertising things. Even the one of the parameters, you hold that particular button, it talks about the holding clips, the cues and stuff. When you open the lid, the sound comes up right. It's also consistent. So people find it hard to make them design language in a way that gets memorable and actually consistent across. And from India, Tata basically designed a new design language this year they launched called Impact. So the impact is basically more on user-centered design approach. And it's basically the philosophy of this design language is a long-lasting design. So this is the first start they launched this year. And going forward, they're going to get the same design process, they're going to apply the same design language applied to the other commercial ways. And let's go back to the impact. So previously, all the design languages they get is the famous designers, let's go back to 1960s or something like that, the famous designers like Howard and or someone else, designed the whole design language. And these design language gets pretty different. But now, Brand tries design language and design language will start. It's a cycle. So let's look at the components of this. So from industrial design, the components will be generally surface, they need to color, function, brand and consumer. This creates more authentic and design languages cannot be created in cycles. It's not this design department who defines design language. So it's a combination of business, design and brand. So business includes more functions of this management between sharing all the touch points. Design is all about design. And brand is other touch points of marketing, sales, complications. So it's a combination of everything. It's a representation of brand. It's a business. It's a brand. So design language should be created by combination of all of them. And design language is fun to use also. It's not just visual. It's not about colors. It's not about just typography. It's all about all the multiple touch points. Like smell. You have like touch, look at the taste, enjoy here. See, it's all emotional, right? So all these creates brand language. So let me please come back to the latest thing. So let's look at now what's happening now. Can we have that camera? Everything is digital, right? Now all the digital models, even cards today become technical and digital. So phones and digital and TVs are also digital. So in past, it used to do one funding really, really, really good. Okay, cameras used to do cameras and take photos, but now it takes videos. It does a lot of other things. Same with the phone. Phone is not anymore just phone, right? It's a camera, it's a computer, but not. And same with TVs. TVs are all like that. So what's happening with this? So physical objects have physical affordances, right? You don't need more than that. But what happens is the UX. So this UX sandwich has more of these products like the visual interaction, structure, brand and customer. Branding is not always common because it is this, right? And the surface, surface layer is more important which actually part of visual interaction and structure part of it. What's happening to this? It's a physical flat screen. No importance, you don't touch it. And... Thank you very much. How many of them are using it? What is happening? We are getting into complicated mode, right? Because like... And... People cannot play with these devices. We have so much with this. We are so dependent on this. And these all become part of our life. So... How basically companies are resolving that? How to... Unifying their own experience? How are they creating many tools? So let's take some examples of these new ex-languages which... Google came up with Madeleine Design. Madeleine Design is a design language of Google, but for products. So, not just mobile and web. Basically things and offerings are exciting, right? So, Madeleine Design is from Android Auto. You have the hard dashboards. You have Android TV. Madeleine's very good devices. So, these are set up guidance and tips about the language. Which Google defined for their products so they can give those talks about that. Same with Salesforce series here. So, Salesforce defined means we defined came up with a new design language called Lightning's Lightning Design System. It's not just about hardware. Don't think design language is all about practicals. Design language is all about interaction, behavior, touch, experience and the whole brand and identity. The face of the organization. Same with IBM. IBM also likes the design language. This year, they call living design a living language. So, the same thing again. So, it's not just this even common. So, U.K. Government is a core of the services of the brand. So, they call it as instilled by default. And so, even though it's also a new substance. And what are we doing at Informatica? So, Informatica, we are also coming up with we have a team of researchers and designers working on our new client language. So, here we just have ads. We have defined the whole brand language of Informatica. We call it as ARC. ARC is nothing but a tool for connection items. So, we come up with something popular. And we are in the phase of business transformation into free.com, data free.com, in the data company. So, we came up with a new language. So, we have multiple users, right? You know, on the left-hand side, what you see is we have multiple touchpoints, multiple users. On the right-hand side is ID users. On the left-hand side is more of these kinds of users. And you have technical sophistication and you have structured experiences. So, what happens is, basically, when you have more technical sophistication, you need less structured experiences. So, we define the whole philosophy of how we want to design the following philosophies for the language and with the vision. And we need a vision. If we don't have a vision, we don't know what we are designing for, right? So, multiple designers, multiple teams, so we need a vision and direction. So, we create a vision, pretty defined vision, how we want to see our products and what we're defining. And we came up with these design principles. So, these are the six design principles. Useful maps, augmented human intelligence capability, design for entity. Designed entity is very important because, like, you know, we're an enterprise product. We need to scale thousands of thousands of products. So, it's pretty important. And then, credibility, information on demand. Information on demand is like, you know, whenever you've gone to information, we're going to grab it. And, you know, we're going to grab it. We're going to grab it. We're going to grab it. We're going to grab it. And, piece through plate. More on the reliability or distribution, whatever you want. Right? So, how do we design products? The way we design products is based on how to create all those design elements. It can be multiple, something like that. So, we have this. Let's say you want to make something. You have 20 ways of already defined both hands or structures. Then, you keep building one by one, right? So, that's how you keep building your own structure and also, finally, you want to create a house. Or, you build this house. All right? But, you know what? Deciding this way, you're building the product, but you really don't know what context are you doing it with. Without knowing the other context, just building this house, you can't create experiences. You can't create something so you can't create a good design. So, let's put it in the other context. Right? So, look at this house. It has a many more in general conflicts in general. You have a lot of things going on. And, how does it feel? So, you are actually creating experience where you know other stuff in terms of context of the user. Contact the whole thing. So, it has to be my own. It has to be my partner. He's always facing towards this beach and he has to pursue both in supply and direct. That's how I think the other experience, other elements also add to the overall experience. There are three things which, which I think, you know, which will be helpful in this week one is never design without putting user in the center. Without knowing the context of the user needs. Two, when you define the design language, design language cannot be defined inside of us. It should be defined in the complete other possible functionalities. And, third one is basically when you design this whole context, validate or review those requirements. So, you know that it's me, okay? So, if you're not designing without knowing which side you want, which page you put the door, you want to put that side or that side or what else. So, make it function. And lastly, make it beautiful so that no one says, no, everyone wants it. Thank you guys. Any questions? We will take one or two questions. Design language that you're building for your information. It's all in the chart. So, multiple challenges, you will build from multiple challenges when you are actually refining the vision for the whole company thing. The first vision is getting everyone into the same lines. Got it right? So, we did several workshops. So, they'll be pulling into people, basically be brainstorm, explore various what is the company vision. Basically, end of the day, you're working for business. You're working for users. You're working for the making money or the business of making money. So, finding out what are the sales teams, business teams, what are the planning and what are the engineering objectives. So, we came up with the whole exercise and came up with defined goals, and we started exploring multiple options. And one more thing is, one size will not fit everything. So, we need to explore models in terms of the way you need to build a business. It should be expandable through multiple things. Did I have a question? A little bit. What is the time frame that you've sought? Or if you have already done the work, executed it or started on the product, how many months or how many years did you take to get it out there? That's a very interesting question actually. So, it's a huge project, basically. You can't, and one more thing is, design, there is no mandate for this kind of design language, even for IBM or anyone. Design language keeps evolving, that's the reason it's called living design. So, it's all incremental approach. First, it takes sometimes, actually it took almost five to six months for defining the whole thing and our research has kept working on various new skills and validating those particular things. And now we are adopting and going down into multiple products. And it's coming up, actually. It's living, that's the reason it's called living design. So, if you keep evolving all the time, there is something, anything fall down.