DoI-Designing for the next

billion internet users

by

Krishnesh Mehta

National Institute of Design

krushnesh@gmail.com

Which is the website that you like

the most

Which is the website that you have regularly

gone to for the last 3 years

WHY

What is the average e-com conversion rate

2.95 (3%)

At best12% (40%)

THENAre we reaching the first billion?Then what to talk of next billion….

Should the interface for theFirst and Next billion be different?

Each of the next billion is more varied-different dialects, language, cultures…

Can there be a common among such diversity

Is there one commonality…..

What is the best Interface

NONE-zero UI

thank you, Q&A

SO why this talk

We are all interacting-interfacing

RE-LATING

Do we know

HOW?

The best strategy to compete,

is to…avoid competition

And the best strategy to do that is to

innovate

And the best strategy to do that is

DESIGN

DO YOU,

WILL YOU,

EAT, DRESS

THE SAME EVERY DAY….

Then why does your interface…

Most of you might be expecting

case studies

But we will have NO case studies

instead, principles

WHY(copy)

Would you have your style or copy other’s

What is common among all billions

they are humans

What is common among them

why did nature put us here

WHY(copy)

What is DESI-GN….(design thinking)

Is it just about fashion and interiors

styling, aesthetics

beauty……

Put red here and blue here and add some

Images…..

Is it only about cosmetics…..

……OR…..

Why

DESIGN……?

Why did need to design emerge?

Design emerged from an innate

urge of humans (nature) to make…

Things and situations…better and better

To improve the quality of life…

Not just that…..

but create dignity and bliss

for ALL –the creators, consumers

and the environment…

Of all the disciplines that exist today….

Only design has the capability

and the mandate to

make things and life better for all

-because it is how the Internet-

product / service-

interfaces and interacts with the user

Is Design ART?

Design draws more from the ART

discipline…..

Which is primarily about self-expression

Whereas design is about

Expressing for and influencing others…

Let’s pose a very cognitive philosophy

Question

Would ‘design’/INTERNET/business

exist if there were

NO

Humans/PEOPLE?

For

Who ALL / What all

do we design interfaces/websites?

Who/What ALL

Can sense, perceive, appreciate and

DO design/lead/manage….

HUMANS?

If

HUMANS

Then

Why does DoI (design for internet)

not have any inputs on

HUMANS?

(Humans is about behaviour)

Design is all about

HUMANIZING

Isn’t business about transactions?

Is Maximizing Profits a transaction…

Is it humanizing…

What should you maximize….

Ever wondered why Love and

Passion is never out of business

Never need to advertise/lead people

to do that…

HOW…..WHY

Is it humanizing…

This requires that designers understand

The others….

…their needs

…their desires

…their behaviours

In their terms (95% cognition –non-conscious)

And also understand

how to influence these…

DESIGN RESEARCH –what and how, insight, DEVIANCE

Mentally,

DRAW a interface/website

And now...

IMAGINE a interface/website

And then...

FEEL & PERCEIVE a interface/website

What’s the difference……

Through what all do we Sense, perceive,

experience and Feel

SENSES through SENSIBILITIES

(brain/mind)

Aren’t humans sensing/feeling beings?

What is CONSUMED…..?...APPLE (touch)

What is DE-SIGN….

A discipline that synthesizes, integrates to

Create the interface-communication

……..To make perfect sense

What do we buy/consume (expectation/perception)

It is sense, meaning making/giving activity

How, through what, do we inter-act/face

with anything and everything

Design is putting together of the sensory

Stimuli…to create a sensory imprint…

………that is captivating

Do you interFACE sensorily?

Do you know how

HUMANS

-mind, body, brain, spirit

WORK?

How YOU work, live……

Why do you feel at home at home?

(control, own, care)

Design is then about

Strategically putting together of all the

contextually and intentionally relevant

sensory stimuli in appropriate

coherence and congruence to

create the intended and desirable

response and behaviour and experience

/feeling/memory?

Do your interfaces..………..?

If sensing and feeling….

senses and sensibilities

Then it helps to know…..

How we sense, perceive, experience

feel –about brain/mind

About our inner workings that reflect

Outside? (culture/mythology/fantasy)

Can you ever CREATE (design)…..

….Experiences without experiencing

the experiences?

How do we experience?

Better solutions/decisions depend on

Emergence….

design

is not only about problem solving

Who all do not solve problems…..

It is about EMERGENCE not solving

CONTEXT (be it first or next billion) + INTENT

Can you think of some exotic flowers?

Which of these stayed with you and whichyou rejected within 3 secs?

WHY….

Which of the following entices

WHY….

Do/Can/Are you

CARESSING the MINDS of

HUMANS?

What the mind caresses…

the memory FONDLES…

Do you SERVE or INSTIL……

or

Build… ….memories

…relationship

…romance, care, Love …..

….TRUST…

…Loyalty….

…attachment….

Do you build

RELATIONSHIPS……

Do you know….

How do humans behave…

Why they behave the way they do

What drives them?

What do they love being and doing

HOW do they like to be SERVED

And interFACED….

INTERFACEteen cheeze sai chalti hai

PEOPLEPEOPLE

PEOPLE

Interface is played through

A series of FRAMES-touchpoints.Each frame is equally important..Each frame has to tell a story orContinue the story…..till….The climax…and go on…and on..

Interface is played through

But the FACE is most important

What is your landing pageHow fast …3 secs…

If you want to seduce billions..

How well can you make a FILM?

Write and direct a drama?

How well can you think what the

Customer will think…or MAKE him

think what YOU want…

If you want to seduce billions..

What is your MAIN business

WHY…..

What Unique Value/Worth are

you providing….

Why should anyone LIKE you?

How will you interact…IUI, PUI

(UI, OUI, NUI are old fashioned)

Points to consider….

What film would you like to make

What story do you HAVE to tell

What memory people like to make

What memory can you create/tickle

What fun is missing in people’s life

What unique romancing can you give

What new choreography can you give

What creates MAGIC…

Something that is

SPONTANEOUSLY

(ever new ever fresh-no BEST practice)

unanticipated

unimagine-able

(apt+valuable)worth-more than

paisa vasool

creates memory

repeated

(Hence continuous innovation

and fresh thinking)

How good are you at

ROMANCING?

(Will your &/or GF, BF, SS, SM, MBF, FMB

want you to copy how someone else

romances or do they value more when it is

special and never before –and

When it is a surprise)

How do you keep APPEALING to each other?

SENSES…sensuousness…do your services

Create SENSUOUSNESS

……do they keep APPEALING….

Those small little things…

Notes in the socks, in the shaving kit, in the shirt,

In the deo kit….just small reminders..that you are

being cared for-being taken care of---

Those small opportunities of spontaneous alertness

Fun points, new info, new look, seductive styles

Display COMPOSITION-food as painting

Animation…fun…

All this must be spontaneous-not done up-not copy,

There is always something newA new shoot, leaf, bud, flower, bees –serenading….

Or smell…or oxygen

Now look at FACES….

THERE is LIFE

DO your interfaces have LIFE…seduce, romance, serenade

So what will you read….

That’s what ails business and management todayYou read serious stuffAnd people like fun, play, romance, suspense…

SO… Shakespeare, Kalidas, Stanislavsky, Rumi,Gibran….mythology….certainlyLIFE me RAS to HO…..romance to ho, love to hoFUN and PLAY to ho….

How good are you at

CHOREOGRAPHING LOVE

Is it difficult….CHOREOGRAPHING LOVE

We are wedded to…….it is COMPLEX..aren’t all humans…

…..not if you know and LOVE HUMANS……

WHAT DRIVES USIs it different for the first and next billion…..

If you have Rs 10000/- which mobile will you buyWhat about the next billion

REWARDSTATUSACHIEVEMENTSELF EXPRESSIONCOMPETITIONALTRUISM

WHAT DRIVES US

Not just FALL in Love

But

To STAY in Love

HOW?

How do our EYES see….

People

Movement

Brightness

High

Vivid Colour

Strong Pattern

Meaning and CombinationsRelative sizes and speed, etc.

Contrast

Behaviour change (how):Fogg Model

Motivation

Ability

Triggers

Basic EmotionsE-motions

PRIMALJoy

Distress/Sorrow Fear

SurpriseAnger

Disgust

DEVELOPEDLOVEGuilt

ShameEmbarrassment

PrideEnvy

Jealousy……………MASLOW

(Fear female/shame male) Sadness/happiness are moods

SEDUCED?Happy SeDUCES…

thank you…