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class="pw-post-title gw gx gy bf gz ha hb hc hd he hf hg hh hi hj hk hl hm hn ho hp hq hr hs ht hu hv hw hx hy bk" data-testid="storyTitle">UX 101: The forgotten class</h1><div><div class="speechify-ignore ab cp"><div class="speechify-ignore bh l"><div class="hz ia ib ic id ab"><div><div class="ab ie"><div><div class="bm" aria-hidden="false"><a href="https://medium.com/@kshitijpan?source=post_page---byline--afede4758bb0--------------------------------" rel="noopener follow"><div class="l if ig by ih ii"><div class="l fj"><img alt="Kshitij Pandey" class="l fd by dd de cx" src="https://miro.medium.com/v2/resize:fill:88:88/0*3vsyAr_LZJtaByWc.jpeg" width="44" height="44" loading="lazy" data-testid="authorPhoto"/><div class="ij by l dd de fs n ik ft"></div></div></div></a></div></div><div class="il ab fj"><div><div class="bm" aria-hidden="false"><a href="https://design.zeta.in/?source=post_page---byline--afede4758bb0--------------------------------" rel="noopener ugc nofollow"><div class="l im in by ih io"><div class="l fj"><img alt="Zeta Design" class="l fd by br ip cx" src="https://miro.medium.com/v2/resize:fill:48:48/1*7FG4sDTdzgBNYQL3onKlXQ.png" width="24" height="24" loading="lazy" data-testid="publicationPhoto"/><div class="ij by l br ip fs n ik ft"></div></div></div></a></div></div></div></div></div><div class="bn bh l"><div class="ab"><div style="flex:1"><span class="bf b bg z bk"><div class="iq ab q"><div class="ab q ir"><div class="ab q"><div><div class="bm" aria-hidden="false"><p class="bf b is it bk"><a class="af ag ah ai aj ak al am an ao ap aq ar iu" data-testid="authorName" href="https://medium.com/@kshitijpan?source=post_page---byline--afede4758bb0--------------------------------" rel="noopener follow">Kshitij Pandey</a></p></div></div></div><span class="iv iw" aria-hidden="true"><span class="bf b bg z du">·</span></span><p class="bf b is it du"><span><a class="ix iy ah ai aj ak al am an ao ap aq ar ex iz ja" href="https://medium.com/m/signin?actionUrl=https%3A%2F%2Fmedium.com%2F_%2Fsubscribe%2Fuser%2Fc89f0f029bca&amp;operation=register&amp;redirect=https%3A%2F%2Fdesign.zeta.in%2Fux-101-the-forgotten-class-afede4758bb0&amp;user=Kshitij+Pandey&amp;userId=c89f0f029bca&amp;source=post_page-c89f0f029bca--byline--afede4758bb0---------------------post_header-----------" rel="noopener follow">Follow</a></span></p></div></div></span></div></div><div class="l jb"><span class="bf b bg z du"><div class="ab cn jc jd je"><div class="jf jg ab"><div class="bf b bg z du ab jh"><span class="ji l jb">Published in</span><div><div class="l" aria-hidden="false"><a class="af ag ah ai aj ak al am an ao ap aq ar iu ab q" data-testid="publicationName" href="https://design.zeta.in/?source=post_page---byline--afede4758bb0--------------------------------" rel="noopener ugc nofollow"><p class="bf b bg z jj jk jl jm jn jo jp jq bk">Zeta Design</p></a></div></div></div><div class="h k"><span class="iv iw" aria-hidden="true"><span class="bf b bg z du">·</span></span></div></div><span class="bf b bg z du"><div class="ab ae"><span data-testid="storyReadTime">6 min read</span><div class="jr js l" aria-hidden="true"><span class="l" aria-hidden="true"><span class="bf b bg z du">·</span></span></div><span data-testid="storyPublishDate">Dec 18, 2017</span></div></span></div></span></div></div></div><div class="ab cp jt ju jv jw jx jy jz ka kb kc kd ke kf kg kh ki"><div class="h k w fg fh q"><div class="ky l"><div class="ab q kz la"><div class="pw-multi-vote-icon fj ji lb lc ld"><span><a class="af ag ah ai aj ak al am an ao ap aq ar as at" data-testid="headerClapButton" 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np nq nr ns nt nu nv nw gn bk">Let’s start with a story from a session I recently conducted</p><p id="d647" class="pw-post-body-paragraph mz na gy nb b nc nd ne nf ng nh ni nj nk nl nm nn no np nq nr ns nt nu nv nw gn bk"><em class="nx">The task was to build something for visually challenged users to make their lives better. The room started to buzz with ideas like empowering Siri to be proactive and assist the users in their day to day activities. I went and asked the group “How many visually challenged people in our country can afford an iPhone?”. The direction of the discussion changed immediately.</em></p><p id="d76a" class="pw-post-body-paragraph mz na gy nb b nc nd ne nf ng nh ni nj nk nl nm nn no np nq nr ns nt nu nv nw gn bk">Hi, I am Kshitij and I’ve been working as an interaction designer for the last 5 years and here’s what I’ve learnt through burning my hands</p><h1 id="ba11" class="ny nz gy bf oa ob oc od oe of og oh oi oj ok ol om on oo op oq or os ot ou ov bk">UX is U + X</h1><p id="bfd4" class="pw-post-body-paragraph mz na gy nb b nc ow ne nf ng ox ni nj nk oy nm nn no oz nq nr ns pa nu nv nw gn bk">With so many design tools at our disposal, most designers can create amazing experiences with pixel perfect interfaces and slick animations. This is synonymous with how everyone started with novel ideas for the visually impaired, but didn’t factor in the constraints like finances and social backgrounds of their target audience.</p><blockquote class="pb"><p id="a769" class="pc pd gy bf pe pf pg ph pi pj pk nw du"><em class="pl">We get so involved into the Experience part, we forget the User part.</em></p></blockquote><p id="03e2" class="pw-post-body-paragraph mz na gy nb b nc pm ne nf ng pn ni nj nk po nm nn no pp nq nr ns pq nu nv nw gn bk">Recently, we visited a client location for our B2B2C product, <a class="af pr" href="http://zeta.in/" rel="noopener ugc nofollow" target="_blank">Zeta</a>. We had a generic corporate employee in mind for our user. We were happy as most of the employees got the whats and the hows of the app. Then we started observing a pattern; most of the users who were above a certain age (45ish) were not able to figure their way around in the app.</p><p id="d049" class="pw-post-body-paragraph mz na gy nb b nc nd ne nf ng nh ni nj nk nl nm nn no np nq nr ns nt nu nv nw gn bk">This made us go back to the drawing board.</p><p id="00c3" class="pw-post-body-paragraph mz na gy nb b nc nd ne nf ng nh ni nj nk nl nm nn no np nq nr ns nt nu nv nw gn bk">A little context on our product before we get to the details, we at Zeta provide digitised tax-free benefits such as meal, medical, communication, etc., to the employees of the companies signed with us. All these benefits can be spent using one single card, we call it <em class="nx">Supercard.</em> A <em class="nx">Supercard</em> acts as a smart prepaid card. You swipe it at a restaurant, your meal balance is deducted, you swipe it at a hospital your medical balance is deducted, and so on.</p></div></div><div class="gs"><div class="ab cb"><div class="mc ps md pt me pu cf pv cg pw ci bh"><div class="px py pz qa qb ab kz"><figure class="gt gs qc qd qe qf qg paragraph-image"><div role="button" tabindex="0" class="qh qi fj qj bh qk"><picture><source srcSet="https://miro.medium.com/v2/resize:fit:640/format:webp/1*dUF3EpJtnMmQ4wqMCw9SzQ.png 640w, https://miro.medium.com/v2/resize:fit:720/format:webp/1*dUF3EpJtnMmQ4wqMCw9SzQ.png 720w, https://miro.medium.com/v2/resize:fit:750/format:webp/1*dUF3EpJtnMmQ4wqMCw9SzQ.png 750w, https://miro.medium.com/v2/resize:fit:786/format:webp/1*dUF3EpJtnMmQ4wqMCw9SzQ.png 786w, https://miro.medium.com/v2/resize:fit:828/format:webp/1*dUF3EpJtnMmQ4wqMCw9SzQ.png 828w, https://miro.medium.com/v2/resize:fit:1100/format:webp/1*dUF3EpJtnMmQ4wqMCw9SzQ.png 1100w, 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srcSet="https://miro.medium.com/v2/resize:fit:640/format:webp/1*KGgajz7nNan8Aj8L8pa67A.png 640w, https://miro.medium.com/v2/resize:fit:720/format:webp/1*KGgajz7nNan8Aj8L8pa67A.png 720w, https://miro.medium.com/v2/resize:fit:750/format:webp/1*KGgajz7nNan8Aj8L8pa67A.png 750w, https://miro.medium.com/v2/resize:fit:786/format:webp/1*KGgajz7nNan8Aj8L8pa67A.png 786w, https://miro.medium.com/v2/resize:fit:828/format:webp/1*KGgajz7nNan8Aj8L8pa67A.png 828w, https://miro.medium.com/v2/resize:fit:1100/format:webp/1*KGgajz7nNan8Aj8L8pa67A.png 1100w, https://miro.medium.com/v2/resize:fit:1000/format:webp/1*KGgajz7nNan8Aj8L8pa67A.png 1000w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 500px" type="image/webp"/><source data-testid="og" srcSet="https://miro.medium.com/v2/resize:fit:640/1*KGgajz7nNan8Aj8L8pa67A.png 640w, https://miro.medium.com/v2/resize:fit:720/1*KGgajz7nNan8Aj8L8pa67A.png 720w, https://miro.medium.com/v2/resize:fit:750/1*KGgajz7nNan8Aj8L8pa67A.png 750w, https://miro.medium.com/v2/resize:fit:786/1*KGgajz7nNan8Aj8L8pa67A.png 786w, https://miro.medium.com/v2/resize:fit:828/1*KGgajz7nNan8Aj8L8pa67A.png 828w, https://miro.medium.com/v2/resize:fit:1100/1*KGgajz7nNan8Aj8L8pa67A.png 1100w, https://miro.medium.com/v2/resize:fit:1000/1*KGgajz7nNan8Aj8L8pa67A.png 1000w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 500px"/><img alt="" class="bh gu gv c" width="500" height="1280" loading="eager" role="presentation"/></picture></div><figcaption class="ql ff qm qn qo qp qq bf b bg z du qr fj qs qt">Before and after the exercise</figcaption></figure></div></div></div></div><div class="ab cb"><div class="ci bh fz ga gb gc"><p id="4145" class="pw-post-body-paragraph mz na gy nb b nc nd ne nf ng nh ni nj nk nl nm nn no np nq nr ns nt nu nv nw gn bk"><strong class="nb gz">Before (Left):</strong> Notice the Cards option in the bottom tab bar? That’s where you see your benefit cards (cash, meal, medical, etc.) which are under the RuPay Supercard. Many users didn’t know that they had to tap the Cards icon to see their benefit cards. <br/>We also realised that with bottom tab bar, the top left hamburger menu went in blind spot too.</p><p id="5958" class="pw-post-body-paragraph mz na gy nb b nc nd ne nf ng nh ni nj nk nl nm nn no np nq nr ns nt nu nv nw gn bk"><strong class="nb gz">After (Right):</strong> All the cards were brought in to the homescreen, below the RuPay Supercard. There’s both tap and swipe affordance so that user can use any of those gestures to look at their benefits.<br/>There’s no menu on the top left, everything is in the bottom menu.</p></div></div></div><div class="ab cb qu qv qw qx" role="separator"><span class="qy by bm qz ra rb"></span><span class="qy by bm qz ra rb"></span><span class="qy by bm qz ra"></span></div><div class="gn go gp gq gr"><div class="ab cb"><div class="ci bh fz ga gb gc"><p id="05c5" class="pw-post-body-paragraph mz na gy nb b nc nd ne nf ng nh ni nj nk nl nm nn no np nq nr ns nt nu nv nw gn bk">Coming back to the U of our UX, I am not asking to make a full blown persona like they teach in design schools. We just need to cover some important bases like:</p><ul class=""><li id="fef5" class="mz na gy nb b nc nd ne nf ng nh ni nj nk nl nm nn no np nq nr ns nt nu nv nw rc rd re bk">Who is your user? Their age group, employment profile, even cultural background if applicable.</li><li id="2451" class="mz na gy nb b nc rf ne nf ng rg ni nj nk rh nm nn no ri nq nr ns rj nu nv nw rc rd re bk">What is he using your product for?</li><li id="5bee" class="mz na gy nb b nc rf ne nf ng rg ni nj nk rh nm nn no ri nq nr ns rj nu nv nw rc rd re bk">What other things he might be doing when using your product?</li><li id="5ef9" class="mz na gy nb b nc rf ne nf ng rg ni nj nk rh nm nn no ri nq nr ns rj nu nv nw rc rd re bk">How he landed on your product and where he might go after using it?</li></ul><p id="e965" class="pw-post-body-paragraph mz na gy nb b nc nd ne nf ng nh ni nj nk nl nm nn no np nq nr ns nt nu nv nw gn bk">This brings me to the next talking point.</p></div></div></div><div class="ab cb qu qv qw qx" role="separator"><span class="qy by bm qz ra rb"></span><span class="qy by bm qz ra rb"></span><span class="qy by bm qz ra"></span></div><div class="gn go gp gq gr"><div class="ab cb"><div class="ci bh fz ga gb gc"><h1 id="446f" class="ny nz gy bf oa ob rk od oe of rl oh oi oj rm ol om on rn op oq or ro ot ou ov bk">Context of use</h1><p id="2e27" class="pw-post-body-paragraph mz na gy nb b nc ow ne nf ng ox ni nj nk oy nm nn no oz nq nr ns pa nu nv nw gn bk">Context of use is the actual real life situation where the user uses your product, and what he’s experiencing physically or emotionally during that phase.</p><blockquote class="pb"><p id="66a9" class="pc pd gy bf pe pf pg ph pi pj pk nw du">We often fall into the trap of assuming user is idle and emotionally neutral when using our product</p></blockquote><p id="8b04" class="pw-post-body-paragraph mz na gy nb b nc pm ne nf ng pn ni nj nk po nm nn no pp nq nr ns pq nu nv nw gn bk">Users are humans. There are a million things going in their heads when they’re using a product. It’s almost impossible for most of the apps to expect full attention span of the user.</p><p id="ce8c" class="pw-post-body-paragraph mz na gy nb b nc nd ne nf ng nh ni nj nk nl nm nn no np nq nr ns nt nu nv nw gn bk">For example, I use a grocery delivery app called Bigbasket. One day I wanted to get in touch with the customer support regarding my order which was due to be delivered that evening. I was at work and wanted to get done with this as soon as possible, so that I can get back to focussing on my tasks. When I opened the app, I saw this:</p><figure class="px py pz qa qb gs qn qo paragraph-image"><div class="qn qo rp"><picture><source srcSet="https://miro.medium.com/v2/resize:fit:640/format:webp/1*3rv5K73KKiV-DHzOYSA5LQ.png 640w, https://miro.medium.com/v2/resize:fit:720/format:webp/1*3rv5K73KKiV-DHzOYSA5LQ.png 720w, https://miro.medium.com/v2/resize:fit:750/format:webp/1*3rv5K73KKiV-DHzOYSA5LQ.png 750w, https://miro.medium.com/v2/resize:fit:786/format:webp/1*3rv5K73KKiV-DHzOYSA5LQ.png 786w, https://miro.medium.com/v2/resize:fit:828/format:webp/1*3rv5K73KKiV-DHzOYSA5LQ.png 828w, https://miro.medium.com/v2/resize:fit:1100/format:webp/1*3rv5K73KKiV-DHzOYSA5LQ.png 1100w, https://miro.medium.com/v2/resize:fit:720/format:webp/1*3rv5K73KKiV-DHzOYSA5LQ.png 720w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 360px" type="image/webp"/><source data-testid="og" srcSet="https://miro.medium.com/v2/resize:fit:640/1*3rv5K73KKiV-DHzOYSA5LQ.png 640w, https://miro.medium.com/v2/resize:fit:720/1*3rv5K73KKiV-DHzOYSA5LQ.png 720w, https://miro.medium.com/v2/resize:fit:750/1*3rv5K73KKiV-DHzOYSA5LQ.png 750w, https://miro.medium.com/v2/resize:fit:786/1*3rv5K73KKiV-DHzOYSA5LQ.png 786w, https://miro.medium.com/v2/resize:fit:828/1*3rv5K73KKiV-DHzOYSA5LQ.png 828w, https://miro.medium.com/v2/resize:fit:1100/1*3rv5K73KKiV-DHzOYSA5LQ.png 1100w, https://miro.medium.com/v2/resize:fit:720/1*3rv5K73KKiV-DHzOYSA5LQ.png 720w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 360px"/><img alt="" class="bh gu gv c" width="360" height="640" loading="lazy" role="presentation"/></picture></div><figcaption class="ql ff qm qn qo qp qq bf b bg z du">You shall not pass!</figcaption></figure><p id="65b7" class="pw-post-body-paragraph mz na gy nb b nc nd ne nf ng nh ni nj nk nl nm nn no np nq nr ns nt nu nv nw gn bk">A blocking pop up asking how the previous order was. I couldn’t dismiss it; no close button. Nothing would happen on tapping outside. It was frustrating. I didn’t even remember the items my previous order had!</p><p id="076c" class="pw-post-body-paragraph mz na gy nb b nc nd ne nf ng nh ni nj nk nl nm nn no np nq nr ns nt nu nv nw gn bk">Similarly, there are a lot of apps pestering you to rate them on the Play Store/App store as soon as you launch them. If you want ratings, ask either non intrusively, or at least ask after the user has successfully done a flow which went smoothly.</p><p id="e00e" class="pw-post-body-paragraph mz na gy nb b nc nd ne nf ng nh ni nj nk nl nm nn no np nq nr ns nt nu nv nw gn bk">Some time back, Uber was doing the same mistake of popping up a modal to rate the previous driver when you launched the app. 90% of the time when a user launches Uber, it would be to book a cab. A blocking popup fails the context of use test. Kudos to Uber for fixing it, and making it non intrusive!</p><figure class="px py pz qa qb gs qn qo paragraph-image"><div class="qn qo rq"><picture><source srcSet="https://miro.medium.com/v2/resize:fit:640/format:webp/1*p4AU6hhUeb8DNBDoybm4Yg.png 640w, https://miro.medium.com/v2/resize:fit:720/format:webp/1*p4AU6hhUeb8DNBDoybm4Yg.png 720w, https://miro.medium.com/v2/resize:fit:750/format:webp/1*p4AU6hhUeb8DNBDoybm4Yg.png 750w, https://miro.medium.com/v2/resize:fit:786/format:webp/1*p4AU6hhUeb8DNBDoybm4Yg.png 786w, https://miro.medium.com/v2/resize:fit:828/format:webp/1*p4AU6hhUeb8DNBDoybm4Yg.png 828w, https://miro.medium.com/v2/resize:fit:1100/format:webp/1*p4AU6hhUeb8DNBDoybm4Yg.png 1100w, https://miro.medium.com/v2/resize:fit:736/format:webp/1*p4AU6hhUeb8DNBDoybm4Yg.png 736w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 368px" type="image/webp"/><source data-testid="og" srcSet="https://miro.medium.com/v2/resize:fit:640/1*p4AU6hhUeb8DNBDoybm4Yg.png 640w, https://miro.medium.com/v2/resize:fit:720/1*p4AU6hhUeb8DNBDoybm4Yg.png 720w, https://miro.medium.com/v2/resize:fit:750/1*p4AU6hhUeb8DNBDoybm4Yg.png 750w, https://miro.medium.com/v2/resize:fit:786/1*p4AU6hhUeb8DNBDoybm4Yg.png 786w, https://miro.medium.com/v2/resize:fit:828/1*p4AU6hhUeb8DNBDoybm4Yg.png 828w, https://miro.medium.com/v2/resize:fit:1100/1*p4AU6hhUeb8DNBDoybm4Yg.png 1100w, https://miro.medium.com/v2/resize:fit:736/1*p4AU6hhUeb8DNBDoybm4Yg.png 736w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 368px"/><img alt="" class="bh gu gv c" width="368" height="648" loading="lazy" role="presentation"/></picture></div><figcaption class="ql ff qm qn qo qp qq bf b bg z du">And with a much cleaner UI update!</figcaption></figure><blockquote class="pb"><p id="2895" class="pc pd gy bf pe pf rr rs rt ru rv nw du">They say “Good design is telepathic”. This means understanding what the user is using your product for, what are his main tasks, and how frictionless you can make them. That’s kickass UX.</p></blockquote></div></div></div><div class="ab cb qu qv qw qx" role="separator"><span class="qy by bm qz ra rb"></span><span class="qy by bm qz ra rb"></span><span class="qy by bm qz ra"></span></div><div class="gn go gp gq gr"><div class="ab cb"><div class="ci bh fz ga gb gc"><h1 id="2c1d" class="ny nz gy bf oa ob rk od oe of rl oh oi oj rm ol om on rn op oq or ro ot ou ov bk">Anxiety</h1><p id="f2db" class="pw-post-body-paragraph mz na gy nb b nc ow ne nf ng ox ni nj nk oy nm nn no oz nq nr ns pa nu nv nw gn bk">Thanks to technology our brain has become used to instant gratification. But there are a lot of products that can’t possibly give instant gratification because they have operational and logistical constraints.</p><p id="fd92" class="pw-post-body-paragraph mz na gy nb b nc nd ne nf ng nh ni nj nk nl nm nn no np nq nr ns nt nu nv nw gn bk">For example, when you place an order on Amazon, they can’t possible deliver your product instantly. But they allow you to track your package step by step; if you have any issue, their customer support is beyond helpful to assist you. Imagine your life without the tracking feature, or a customer support who doesn’t seem to care, or a human hidden behind infinite hold time after 5–6 key presses of IVR (Wasn’t very hard to imagine, was it?).</p><blockquote class="pb"><p id="e488" class="pc pd gy bf pe pf pg ph pi pj pk nw du">Always give users a sense of direction, and visibility of system status. They should get a feeling that they’re in control of the situation.</p></blockquote><figure class="rw rx ry rz sa gs qn qo paragraph-image"><div class="qn qo rq"><picture><source srcSet="https://miro.medium.com/v2/resize:fit:640/format:webp/1*zeDGxMzbWyUTR62Lg7XUEA.png 640w, https://miro.medium.com/v2/resize:fit:720/format:webp/1*zeDGxMzbWyUTR62Lg7XUEA.png 720w, https://miro.medium.com/v2/resize:fit:750/format:webp/1*zeDGxMzbWyUTR62Lg7XUEA.png 750w, https://miro.medium.com/v2/resize:fit:786/format:webp/1*zeDGxMzbWyUTR62Lg7XUEA.png 786w, https://miro.medium.com/v2/resize:fit:828/format:webp/1*zeDGxMzbWyUTR62Lg7XUEA.png 828w, https://miro.medium.com/v2/resize:fit:1100/format:webp/1*zeDGxMzbWyUTR62Lg7XUEA.png 1100w, https://miro.medium.com/v2/resize:fit:736/format:webp/1*zeDGxMzbWyUTR62Lg7XUEA.png 736w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 368px" type="image/webp"/><source data-testid="og" srcSet="https://miro.medium.com/v2/resize:fit:640/1*zeDGxMzbWyUTR62Lg7XUEA.png 640w, https://miro.medium.com/v2/resize:fit:720/1*zeDGxMzbWyUTR62Lg7XUEA.png 720w, https://miro.medium.com/v2/resize:fit:750/1*zeDGxMzbWyUTR62Lg7XUEA.png 750w, https://miro.medium.com/v2/resize:fit:786/1*zeDGxMzbWyUTR62Lg7XUEA.png 786w, https://miro.medium.com/v2/resize:fit:828/1*zeDGxMzbWyUTR62Lg7XUEA.png 828w, https://miro.medium.com/v2/resize:fit:1100/1*zeDGxMzbWyUTR62Lg7XUEA.png 1100w, https://miro.medium.com/v2/resize:fit:736/1*zeDGxMzbWyUTR62Lg7XUEA.png 736w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 368px"/><img alt="" class="bh gu gv c" width="368" height="648" loading="lazy" role="presentation"/></picture></div><figcaption class="ql ff qm qn qo qp qq bf b bg z du">Zomato App</figcaption></figure><p id="7ad5" class="pw-post-body-paragraph mz na gy nb b nc nd ne nf ng nh ni nj nk nl nm nn no np nq nr ns nt nu nv nw gn bk">See Zomato’s interface above? It answers all questions I might have about my order:</p><p id="83ce" class="pw-post-body-paragraph mz na gy nb b nc nd ne nf ng nh ni nj nk nl nm nn no np nq nr ns nt nu nv nw gn bk">What’s the current status of my order? Check!<br/>Can I view my order? Sure!<br/>Oops, I made a mistake in my order, can I get in touch with support? Why not!</p></div></div></div><div class="ab cb qu qv qw qx" role="separator"><span class="qy by bm qz ra rb"></span><span class="qy by bm qz ra rb"></span><span class="qy by bm qz ra"></span></div><div class="gn go gp gq gr"><div class="ab cb"><div class="ci bh fz ga gb gc"><h1 id="817f" class="ny nz gy bf oa ob rk od oe of rl oh oi oj rm ol om on rn op oq or ro ot ou ov bk">Human errors</h1><p id="5808" class="pw-post-body-paragraph mz na gy nb b nc ow ne nf ng ox ni nj nk oy nm nn no oz nq nr ns pa nu nv nw gn bk">When it comes to Human errors, my thoughts echo with Don Norman in <a class="af pr" href="https://www.goodreads.com/book/show/840.The_Design_of_Everyday_Things" rel="noopener ugc nofollow" target="_blank">The Design of Everyday Thing</a>s</p><blockquote class="pb"><p id="0861" class="pc pd gy bf pe pf pg ph pi pj pk nw du">Human error? No, design errors.</p></blockquote><p id="5c78" class="pw-post-body-paragraph mz na gy nb b nc pm ne nf ng pn ni nj nk po nm nn no pp nq nr ns pq nu nv nw gn bk">Many people use human errors as shield for bad UX. I won’t go into industrial examples where design errors have caused physical harm to people, but lets take a classical example from a simple UI design:</p><figure class="px py pz qa qb gs qn qo paragraph-image"><div role="button" tabindex="0" class="qh qi fj qj bh qk"><div class="qn qo sb"><picture><source srcSet="https://miro.medium.com/v2/resize:fit:640/format:webp/1*6TqXKmS2LMP5-BlUUltUuA.png 640w, https://miro.medium.com/v2/resize:fit:720/format:webp/1*6TqXKmS2LMP5-BlUUltUuA.png 720w, https://miro.medium.com/v2/resize:fit:750/format:webp/1*6TqXKmS2LMP5-BlUUltUuA.png 750w, https://miro.medium.com/v2/resize:fit:786/format:webp/1*6TqXKmS2LMP5-BlUUltUuA.png 786w, https://miro.medium.com/v2/resize:fit:828/format:webp/1*6TqXKmS2LMP5-BlUUltUuA.png 828w, https://miro.medium.com/v2/resize:fit:1100/format:webp/1*6TqXKmS2LMP5-BlUUltUuA.png 1100w, https://miro.medium.com/v2/resize:fit:1400/format:webp/1*6TqXKmS2LMP5-BlUUltUuA.png 1400w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 700px" type="image/webp"/><source data-testid="og" srcSet="https://miro.medium.com/v2/resize:fit:640/1*6TqXKmS2LMP5-BlUUltUuA.png 640w, https://miro.medium.com/v2/resize:fit:720/1*6TqXKmS2LMP5-BlUUltUuA.png 720w, https://miro.medium.com/v2/resize:fit:750/1*6TqXKmS2LMP5-BlUUltUuA.png 750w, https://miro.medium.com/v2/resize:fit:786/1*6TqXKmS2LMP5-BlUUltUuA.png 786w, https://miro.medium.com/v2/resize:fit:828/1*6TqXKmS2LMP5-BlUUltUuA.png 828w, https://miro.medium.com/v2/resize:fit:1100/1*6TqXKmS2LMP5-BlUUltUuA.png 1100w, https://miro.medium.com/v2/resize:fit:1400/1*6TqXKmS2LMP5-BlUUltUuA.png 1400w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 700px"/><img alt="" class="bh gu gv c" width="700" height="413" loading="lazy" role="presentation"/></picture></div></div></figure><p id="875a" class="pw-post-body-paragraph mz na gy nb b nc nd ne nf ng nh ni nj nk nl nm nn no np nq nr ns nt nu nv nw gn bk">See in above image how Google handled my human error? Good UX will always have user’s back even if they make errors.</p><p id="9874" class="pw-post-body-paragraph mz na gy nb b nc nd ne nf ng nh ni nj nk nl nm nn no np nq nr ns nt nu nv nw gn bk">So from next time, revisit the drawing board when you see your users are not able to do their tasks, or making a lot of mistakes, or why are they not clicking that “obvious” icon/button.</p></div></div></div><div class="ab cb qu qv qw qx" role="separator"><span class="qy by bm qz ra rb"></span><span class="qy by bm qz ra rb"></span><span class="qy by bm qz ra"></span></div><div class="gn go gp gq gr"><div class="ab cb"><div class="ci bh fz ga gb gc"><h1 id="10dd" class="ny nz gy bf oa ob rk od oe of rl oh oi oj rm ol om on rn op oq or ro ot ou ov bk">Tl;Dr</h1><p id="f2eb" class="pw-post-body-paragraph mz na gy nb b nc ow ne nf ng ox ni nj nk oy nm nn no oz nq nr ns pa nu nv nw gn bk">Know your users like <a class="af pr" href="https://www.briantimoneyacting.co.uk/heath-ledger-close-look-method-acting-legend/" rel="noopener ugc nofollow" target="_blank">Heath Ledger knew the Joker</a>. Get to know in what situations they use your product, how they use it, what are the main tasks they want to do. Make them feel as if they’re in the driving seat, they should know where they are, where are they going, and if things go awry, we’ve got their backs.</p><p id="2ed7" class="pw-post-body-paragraph mz na gy nb b nc nd ne nf ng nh ni nj nk nl nm nn no np nq nr ns nt nu nv nw gn bk">Happy users = Winning!</p><figure class="px py pz qa qb gs qn qo paragraph-image"><div class="qn qo sc"><picture><source srcSet="https://miro.medium.com/v2/resize:fit:640/format:webp/1*ZfLmr16JY05a1e5qaEFiRQ.png 640w, https://miro.medium.com/v2/resize:fit:720/format:webp/1*ZfLmr16JY05a1e5qaEFiRQ.png 720w, https://miro.medium.com/v2/resize:fit:750/format:webp/1*ZfLmr16JY05a1e5qaEFiRQ.png 750w, https://miro.medium.com/v2/resize:fit:786/format:webp/1*ZfLmr16JY05a1e5qaEFiRQ.png 786w, https://miro.medium.com/v2/resize:fit:828/format:webp/1*ZfLmr16JY05a1e5qaEFiRQ.png 828w, https://miro.medium.com/v2/resize:fit:1100/format:webp/1*ZfLmr16JY05a1e5qaEFiRQ.png 1100w, https://miro.medium.com/v2/resize:fit:756/format:webp/1*ZfLmr16JY05a1e5qaEFiRQ.png 756w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 378px" type="image/webp"/><source data-testid="og" srcSet="https://miro.medium.com/v2/resize:fit:640/1*ZfLmr16JY05a1e5qaEFiRQ.png 640w, https://miro.medium.com/v2/resize:fit:720/1*ZfLmr16JY05a1e5qaEFiRQ.png 720w, https://miro.medium.com/v2/resize:fit:750/1*ZfLmr16JY05a1e5qaEFiRQ.png 750w, https://miro.medium.com/v2/resize:fit:786/1*ZfLmr16JY05a1e5qaEFiRQ.png 786w, https://miro.medium.com/v2/resize:fit:828/1*ZfLmr16JY05a1e5qaEFiRQ.png 828w, https://miro.medium.com/v2/resize:fit:1100/1*ZfLmr16JY05a1e5qaEFiRQ.png 1100w, https://miro.medium.com/v2/resize:fit:756/1*ZfLmr16JY05a1e5qaEFiRQ.png 756w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 378px"/><img alt="" class="bh gu gv c" width="378" height="378" loading="eager" role="presentation"/></picture></div><figcaption class="ql ff qm qn qo qp qq bf b bg z du">Source: Google Images</figcaption></figure></div></div></div></div></section></div></div></article></div><div 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This is synonymous with how everyone started with novel ideas for the visually impaired, but didn’t factor in the constraints like finances and social backgrounds of their target audience.","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_7":{"__typename":"Paragraph","id":"12194c4a8530_7","name":"a769","type":"PQ","href":null,"layout":null,"metadata":null,"text":"We get so involved into the Experience part, we forget the User part.","hasDropCap":null,"dropCapImage":null,"markups":[{"__typename":"Markup","type":"EM","start":0,"end":69,"href":null,"anchorType":null,"userId":null,"linkMetadata":null}],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_8":{"__typename":"Paragraph","id":"12194c4a8530_8","name":"03e2","type":"P","href":null,"layout":null,"metadata":null,"text":"Recently, we visited a client location for our B2B2C product, Zeta. We had a generic corporate employee in mind for our user. We were happy as most of the employees got the whats and the hows of the app. Then we started observing a pattern; most of the users who were above a certain age (45ish) were not able to figure their way around in the app.","hasDropCap":null,"dropCapImage":null,"markups":[{"__typename":"Markup","type":"A","start":62,"end":66,"href":"http:\u002F\u002Fzeta.in\u002F","anchorType":"LINK","userId":null,"linkMetadata":null}],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_9":{"__typename":"Paragraph","id":"12194c4a8530_9","name":"d049","type":"P","href":null,"layout":null,"metadata":null,"text":"This made us go back to the drawing board.","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_10":{"__typename":"Paragraph","id":"12194c4a8530_10","name":"00c3","type":"P","href":null,"layout":null,"metadata":null,"text":"A little context on our product before we get to the details, we at Zeta provide digitised tax-free benefits such as meal, medical, communication, etc., to the employees of the companies signed with us. All these benefits can be spent using one single card, we call it Supercard. A Supercard acts as a smart prepaid card. You swipe it at a restaurant, your meal balance is deducted, you swipe it at a hospital your medical balance is deducted, and so on.","hasDropCap":null,"dropCapImage":null,"markups":[{"__typename":"Markup","type":"EM","start":269,"end":279,"href":null,"anchorType":null,"userId":null,"linkMetadata":null},{"__typename":"Markup","type":"EM","start":282,"end":291,"href":null,"anchorType":null,"userId":null,"linkMetadata":null}],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"ImageMetadata:1*dUF3EpJtnMmQ4wqMCw9SzQ.png":{"__typename":"ImageMetadata","id":"1*dUF3EpJtnMmQ4wqMCw9SzQ.png","originalHeight":1280,"originalWidth":720,"focusPercentX":null,"focusPercentY":null,"alt":null},"Paragraph:12194c4a8530_11":{"__typename":"Paragraph","id":"12194c4a8530_11","name":"f950","type":"IMG","href":null,"layout":"OUTSET_ROW","metadata":{"__ref":"ImageMetadata:1*dUF3EpJtnMmQ4wqMCw9SzQ.png"},"text":"","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"ImageMetadata:1*KGgajz7nNan8Aj8L8pa67A.png":{"__typename":"ImageMetadata","id":"1*KGgajz7nNan8Aj8L8pa67A.png","originalHeight":1280,"originalWidth":720,"focusPercentX":null,"focusPercentY":null,"alt":null},"Paragraph:12194c4a8530_12":{"__typename":"Paragraph","id":"12194c4a8530_12","name":"d49d","type":"IMG","href":null,"layout":"OUTSET_ROW_CONTINUE","metadata":{"__ref":"ImageMetadata:1*KGgajz7nNan8Aj8L8pa67A.png"},"text":"Before and after the exercise","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_13":{"__typename":"Paragraph","id":"12194c4a8530_13","name":"4145","type":"P","href":null,"layout":null,"metadata":null,"text":"Before (Left): Notice the Cards option in the bottom tab bar? That’s where you see your benefit cards (cash, meal, medical, etc.) which are under the RuPay Supercard. Many users didn’t know that they had to tap the Cards icon to see their benefit cards. \nWe also realised that with bottom tab bar, the top left hamburger menu went in blind spot too.","hasDropCap":null,"dropCapImage":null,"markups":[{"__typename":"Markup","type":"STRONG","start":0,"end":14,"href":null,"anchorType":null,"userId":null,"linkMetadata":null}],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_14":{"__typename":"Paragraph","id":"12194c4a8530_14","name":"5958","type":"P","href":null,"layout":null,"metadata":null,"text":"After (Right): All the cards were brought in to the homescreen, below the RuPay Supercard. There’s both tap and swipe affordance so that user can use any of those gestures to look at their benefits.\nThere’s no menu on the top left, everything is in the bottom menu.","hasDropCap":null,"dropCapImage":null,"markups":[{"__typename":"Markup","type":"STRONG","start":0,"end":14,"href":null,"anchorType":null,"userId":null,"linkMetadata":null}],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_15":{"__typename":"Paragraph","id":"12194c4a8530_15","name":"05c5","type":"P","href":null,"layout":null,"metadata":null,"text":"Coming back to the U of our UX, I am not asking to make a full blown persona like they teach in design schools. We just need to cover some important bases like:","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_16":{"__typename":"Paragraph","id":"12194c4a8530_16","name":"fef5","type":"ULI","href":null,"layout":null,"metadata":null,"text":"Who is your user? Their age group, employment profile, even cultural background if applicable.","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_17":{"__typename":"Paragraph","id":"12194c4a8530_17","name":"2451","type":"ULI","href":null,"layout":null,"metadata":null,"text":"What is he using your product for?","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_18":{"__typename":"Paragraph","id":"12194c4a8530_18","name":"5bee","type":"ULI","href":null,"layout":null,"metadata":null,"text":"What other things he might be doing when using your product?","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_19":{"__typename":"Paragraph","id":"12194c4a8530_19","name":"5ef9","type":"ULI","href":null,"layout":null,"metadata":null,"text":"How he landed on your product and where he might go after using it?","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_20":{"__typename":"Paragraph","id":"12194c4a8530_20","name":"e965","type":"P","href":null,"layout":null,"metadata":null,"text":"This brings me to the next talking point.","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_21":{"__typename":"Paragraph","id":"12194c4a8530_21","name":"446f","type":"H3","href":null,"layout":null,"metadata":null,"text":"Context of use","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_22":{"__typename":"Paragraph","id":"12194c4a8530_22","name":"2e27","type":"P","href":null,"layout":null,"metadata":null,"text":"Context of use is the actual real life situation where the user uses your product, and what he’s experiencing physically or emotionally during that phase.","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_23":{"__typename":"Paragraph","id":"12194c4a8530_23","name":"66a9","type":"PQ","href":null,"layout":null,"metadata":null,"text":"We often fall into the trap of assuming user is idle and emotionally neutral when using our product","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_24":{"__typename":"Paragraph","id":"12194c4a8530_24","name":"8b04","type":"P","href":null,"layout":null,"metadata":null,"text":"Users are humans. There are a million things going in their heads when they’re using a product. It’s almost impossible for most of the apps to expect full attention span of the user.","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_25":{"__typename":"Paragraph","id":"12194c4a8530_25","name":"ce8c","type":"P","href":null,"layout":null,"metadata":null,"text":"For example, I use a grocery delivery app called Bigbasket. One day I wanted to get in touch with the customer support regarding my order which was due to be delivered that evening. I was at work and wanted to get done with this as soon as possible, so that I can get back to focussing on my tasks. When I opened the app, I saw this:","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"ImageMetadata:1*3rv5K73KKiV-DHzOYSA5LQ.png":{"__typename":"ImageMetadata","id":"1*3rv5K73KKiV-DHzOYSA5LQ.png","originalHeight":640,"originalWidth":360,"focusPercentX":null,"focusPercentY":null,"alt":null},"Paragraph:12194c4a8530_26":{"__typename":"Paragraph","id":"12194c4a8530_26","name":"7dbe","type":"IMG","href":null,"layout":"INSET_CENTER","metadata":{"__ref":"ImageMetadata:1*3rv5K73KKiV-DHzOYSA5LQ.png"},"text":"You shall not pass!","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_27":{"__typename":"Paragraph","id":"12194c4a8530_27","name":"65b7","type":"P","href":null,"layout":null,"metadata":null,"text":"A blocking pop up asking how the previous order was. I couldn’t dismiss it; no close button. Nothing would happen on tapping outside. It was frustrating. I didn’t even remember the items my previous order had!","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_28":{"__typename":"Paragraph","id":"12194c4a8530_28","name":"076c","type":"P","href":null,"layout":null,"metadata":null,"text":"Similarly, there are a lot of apps pestering you to rate them on the Play Store\u002FApp store as soon as you launch them. If you want ratings, ask either non intrusively, or at least ask after the user has successfully done a flow which went smoothly.","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_29":{"__typename":"Paragraph","id":"12194c4a8530_29","name":"e00e","type":"P","href":null,"layout":null,"metadata":null,"text":"Some time back, Uber was doing the same mistake of popping up a modal to rate the previous driver when you launched the app. 90% of the time when a user launches Uber, it would be to book a cab. A blocking popup fails the context of use test. Kudos to Uber for fixing it, and making it non intrusive!","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"ImageMetadata:1*p4AU6hhUeb8DNBDoybm4Yg.png":{"__typename":"ImageMetadata","id":"1*p4AU6hhUeb8DNBDoybm4Yg.png","originalHeight":648,"originalWidth":368,"focusPercentX":null,"focusPercentY":null,"alt":null},"Paragraph:12194c4a8530_30":{"__typename":"Paragraph","id":"12194c4a8530_30","name":"c01e","type":"IMG","href":null,"layout":"INSET_CENTER","metadata":{"__ref":"ImageMetadata:1*p4AU6hhUeb8DNBDoybm4Yg.png"},"text":"And with a much cleaner UI update!","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_31":{"__typename":"Paragraph","id":"12194c4a8530_31","name":"2895","type":"PQ","href":null,"layout":null,"metadata":null,"text":"They say “Good design is telepathic”. This means understanding what the user is using your product for, what are his main tasks, and how frictionless you can make them. That’s kickass UX.","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_32":{"__typename":"Paragraph","id":"12194c4a8530_32","name":"2c1d","type":"H3","href":null,"layout":null,"metadata":null,"text":"Anxiety","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_33":{"__typename":"Paragraph","id":"12194c4a8530_33","name":"f2db","type":"P","href":null,"layout":null,"metadata":null,"text":"Thanks to technology our brain has become used to instant gratification. But there are a lot of products that can’t possibly give instant gratification because they have operational and logistical constraints.","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_34":{"__typename":"Paragraph","id":"12194c4a8530_34","name":"fd92","type":"P","href":null,"layout":null,"metadata":null,"text":"For example, when you place an order on Amazon, they can’t possible deliver your product instantly. But they allow you to track your package step by step; if you have any issue, their customer support is beyond helpful to assist you. Imagine your life without the tracking feature, or a customer support who doesn’t seem to care, or a human hidden behind infinite hold time after 5–6 key presses of IVR (Wasn’t very hard to imagine, was it?).","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_35":{"__typename":"Paragraph","id":"12194c4a8530_35","name":"e488","type":"PQ","href":null,"layout":null,"metadata":null,"text":"Always give users a sense of direction, and visibility of system status. They should get a feeling that they’re in control of the situation.","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"ImageMetadata:1*zeDGxMzbWyUTR62Lg7XUEA.png":{"__typename":"ImageMetadata","id":"1*zeDGxMzbWyUTR62Lg7XUEA.png","originalHeight":648,"originalWidth":368,"focusPercentX":null,"focusPercentY":null,"alt":null},"Paragraph:12194c4a8530_36":{"__typename":"Paragraph","id":"12194c4a8530_36","name":"eb24","type":"IMG","href":null,"layout":"INSET_CENTER","metadata":{"__ref":"ImageMetadata:1*zeDGxMzbWyUTR62Lg7XUEA.png"},"text":"Zomato App","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_37":{"__typename":"Paragraph","id":"12194c4a8530_37","name":"7ad5","type":"P","href":null,"layout":null,"metadata":null,"text":"See Zomato’s interface above? It answers all questions I might have about my order:","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_38":{"__typename":"Paragraph","id":"12194c4a8530_38","name":"83ce","type":"P","href":null,"layout":null,"metadata":null,"text":"What’s the current status of my order? Check!\nCan I view my order? Sure!\nOops, I made a mistake in my order, can I get in touch with support? Why not!","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_39":{"__typename":"Paragraph","id":"12194c4a8530_39","name":"817f","type":"H3","href":null,"layout":null,"metadata":null,"text":"Human errors","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_40":{"__typename":"Paragraph","id":"12194c4a8530_40","name":"5808","type":"P","href":null,"layout":null,"metadata":null,"text":"When it comes to Human errors, my thoughts echo with Don Norman in The Design of Everyday Things","hasDropCap":null,"dropCapImage":null,"markups":[{"__typename":"Markup","type":"A","start":67,"end":95,"href":"https:\u002F\u002Fwww.goodreads.com\u002Fbook\u002Fshow\u002F840.The_Design_of_Everyday_Things","anchorType":"LINK","userId":null,"linkMetadata":null}],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_41":{"__typename":"Paragraph","id":"12194c4a8530_41","name":"0861","type":"PQ","href":null,"layout":null,"metadata":null,"text":"Human error? No, design errors.","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_42":{"__typename":"Paragraph","id":"12194c4a8530_42","name":"5c78","type":"P","href":null,"layout":null,"metadata":null,"text":"Many people use human errors as shield for bad UX. I won’t go into industrial examples where design errors have caused physical harm to people, but lets take a classical example from a simple UI design:","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"ImageMetadata:1*6TqXKmS2LMP5-BlUUltUuA.png":{"__typename":"ImageMetadata","id":"1*6TqXKmS2LMP5-BlUUltUuA.png","originalHeight":859,"originalWidth":1458,"focusPercentX":null,"focusPercentY":null,"alt":null},"Paragraph:12194c4a8530_43":{"__typename":"Paragraph","id":"12194c4a8530_43","name":"3faa","type":"IMG","href":null,"layout":"INSET_CENTER","metadata":{"__ref":"ImageMetadata:1*6TqXKmS2LMP5-BlUUltUuA.png"},"text":"","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_44":{"__typename":"Paragraph","id":"12194c4a8530_44","name":"875a","type":"P","href":null,"layout":null,"metadata":null,"text":"See in above image how Google handled my human error? Good UX will always have user’s back even if they make errors.","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_45":{"__typename":"Paragraph","id":"12194c4a8530_45","name":"9874","type":"P","href":null,"layout":null,"metadata":null,"text":"So from next time, revisit the drawing board when you see your users are not able to do their tasks, or making a lot of mistakes, or why are they not clicking that “obvious” icon\u002Fbutton.","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_46":{"__typename":"Paragraph","id":"12194c4a8530_46","name":"10dd","type":"H3","href":null,"layout":null,"metadata":null,"text":"Tl;Dr","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_47":{"__typename":"Paragraph","id":"12194c4a8530_47","name":"f2eb","type":"P","href":null,"layout":null,"metadata":null,"text":"Know your users like Heath Ledger knew the Joker. Get to know in what situations they use your product, how they use it, what are the main tasks they want to do. Make them feel as if they’re in the driving seat, they should know where they are, where are they going, and if things go awry, we’ve got their backs.","hasDropCap":null,"dropCapImage":null,"markups":[{"__typename":"Markup","type":"A","start":21,"end":48,"href":"https:\u002F\u002Fwww.briantimoneyacting.co.uk\u002Fheath-ledger-close-look-method-acting-legend\u002F","anchorType":"LINK","userId":null,"linkMetadata":null}],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:12194c4a8530_48":{"__typename":"Paragraph","id":"12194c4a8530_48","name":"2ed7","type":"P","href":null,"layout":null,"metadata":null,"text":"Happy users = 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