Designing Experiences For Indian Users - T-Hub

Transcript

1. Designing Experiences For Indian Users By Soham Mondal from Triveous 
 http://triveo.us/design_thub
2. Presentation Agenda Agenda India: Context 
 Novice Internet Users 
 Problems they face 1 Product Design Process 
 Design Process 
 Understand 
 Define 
 Ideate 
 Prototype 
 Test 2 Digital Confidence 
 Context 
 Design Principles 
 Inspiration 3 Case Studies 
 Onboarding 
 Home Page 
 Real World Implications 4 Summary 
 Key Takeaways 5
3. I’m Soham Mondal Founding Partner, Triveous 
 Lead Anchor Mentor @ Google For Startups Soham is the Founding Partner at Triveous and brings over 13 years of experience in building and servicing products across like finance, entertainment, education among others. https://www.linkedin.com/in/sohammondal/ 
 https://twitter.com/s0h4m Associations About
4. Triveous Technologies 
 https://triveous.com/ 2013 2016 2017 Khoslalabs Worked with Khoslalabs on a state-of-the-art micro ATM (any Kirana shop owner can act as an ATM teller using their mobile phone) and POS solutions for the underbanked sections of India. EnParadigm and Google Worked with Enparadigm on multiple offline first apps in the insurance and education space. Worked with Google on multiple initiatives in the User Experience and Android Application space. About
5. 2018 2021 FREND, Novopay and IDEO FREND is a non profit backed by Google and Tata Trusts. Worked on designing and developing an offline first application to generate livelihood for over 80,000 women in 300,000 villages across India. Worked with IDEO on a design framework for new internet users. Google AI, BharatAgri and Cutshort Worked with Novopay on multiple financial applications impacting millions of users across India. Worked with BharatAgri to redesign their consumer facing apps.
6. https://digitalconfidence.design/
7. https://digitalconfidence.design/about
8. https://digitalconfidence.design/about
9. Who are “Novice Internet Users”? Why Should You Care
10. New Internet User 
 Next Billion Users ( NBU ) Intro
11. https://media.bain.com/next-billion-internet-users
12. https://media.bain.com/next-billion-internet-users
13. New vs Novice 
 Internet Users Intro
14. New vs Novice Internet Users With the term “New” Internet User, we often associate a hypothetical timeline to these users when they will graduate to experienced people Don’t see the internet as a useful way to advance their key needs and aspirations They don’t get the power of the internet 01. Don’t have the right digital literacy or confidence to realise its benefits They don’t have the right skills or confidence to utilise the power of the inetnet 02. Impact
15. “Talking is easy, typing is hard.” - Mamta from Jaipur, India Mamta just got her first smartphone, and she loves watching videos on YouTube to discover recipes, learn stitching techniques, and listen to her favourite Bollywood ( Indian Movies) songs. Phone Her phone, a Samsung J2 with a cracked screen, was passed down to her by a family member. 01. Voice Interaction Typing is difficult, so she finds it easier to use voice when looking for videos. It doesn't always go as intended though. When using her phone outside in a loud environment and it simply doesn’t understand her. She blames herself when it doesn’t work. 02. https://digitalconfidence.design/opportunities
16. Being able to send customers photos of my projects has transformed my business 
 - Elijah from Kampala, Uganda Elijah is a metalworker who builds fences, bedposts, and furniture. He uses WhatsApp to close deals with customers and share progress as he works on a project. Despite Elijah's low English literacy, he keeps it as the primary language on his phone because according to him, "technology is supposed to be in English." This makes it nearly impossible for him to read the words on the screen. He’s able to run his business by memorising where all of the important WhatsApp features are and texting photographs back and forth with his customers. https://digitalconfidence.design/opportunities
17. Why Should You Care? Intro
18. Why Should You Care? Expand Your Existing Market - Target people in your existing market that lack the digital literacy or confidence 01. Reach out to newer Markets - Target newer markets where people are coming online for the first time 02. Increase Metrics - Make the experience better for existing users 03. Why
19. Problems Faced by Novice Internet Users Deep Dive Into The Problems
20. Problems 1 Onboarding 2 Navigation 3 Accounts 6 Voice 7 Visuals 8 Language 4 Discovery 9 Transactions 5 Assistance 10 Data Problem
21. Transactions Problems Faced By Novice Internet Users
26. Data and Connectivity Problems Faced By Novice Internet Users
31. Getting Started Problems Faced By Novice Internet Users
44. Product Design Process How to Design Products for India?
45. Design Process at Triveous Problem Domain Step-1 Step-2 Understand Understand the market, ecosystem, stakeholders or product Define Analyse the data, define pain points and needs, artefacts like persona or jobs-to-be- done Process
46. Step-3 Step-4 Step-5 Ideate Diverge on ideas, converge, prioritise, set direction to the solution Prototype Prototype solutions, fail fast, iterate quickly Test Test with stakeholders, fail fast, iterate quickly Design Process at Triveous 
 Solution Domain Process
47. Design Process at Triveous Problem Domain Step-1 Step-2 Understand Understand the market, ecosystem, stakeholders or product Define Analyse the data, define pain points and needs, artefacts like persona or jobs-to-be- done Process
49. https://blog.prototypr.io/ux-design-101-asking-the-right-questions-planning-facilitating-user-interviews-a85751b33230
50. https://www.triveous.com/product-transformation
51. What if you don’t have access to a Product Designer?
52. https://digitalconfidence.design/
53. DigitalConfidence Process People and Problems Who are these “new internet users”? What are the problems they face using a smartphone confidently? 01. Impact on my product or service How do these problems impact my product or service?? What are the areas that I should focus on? 02. Solution How do I ensure that my product solves these problems? Are there examples of great solutions to these problems? 03.
54. Impact on my app? How does this apply to my product or service? https://digitalconfidence.design/tools/user-context-cards
57. Design Principles Design Principles and Best Practices https://digitalconfidence.design/tools/design-principle-cards
59. Ideate and Prototype From Research/Data/Synthesis to Solution
60. Step-3 Step-4 Step-5 Ideate Diverge on ideas, converge, prioritise, set direction to the solution Prototype Prototype solutions, fail fast, iterate quickly Test Test with stakeholders, fail fast, iterate quickly Design Process at Triveous 
 Solution Domain Process
61. Inspiration Real examples of solutions https://digitalconfidence.design/tools/inspiration-tool
62. https://digitalconfidence.design/tools/inspiration-tool
63. https://digitalconfidence.design/tools/inspiration-tool
64. https://digitalconfidence.design/tools/inspiration-tool
65. https://digitalconfidence.design/tools/inspiration-tool
66. https://digitalconfidence.design/tools/inspiration-tool
67. https://digitalconfidence.design/tools/inspiration-tool
68. Testing/Validation How to test your designs?
69. Step-3 Step-4 Step-5 Ideate Diverge on ideas, converge, prioritise, set direction to the solution Prototype Prototype solutions, fail fast, iterate quickly Test Test with stakeholders, fail fast, iterate quickly Design Process at Triveous 
 Solution Domain Process
70. Usability Testing https://blinkux.com/ideas/mobile-application-usability-testing
71. Case Studies Specific Examples: Designing Mobile Apps For Bharat
72. https://www.triveous.com/product-transformation
73. Case Study: Onboarding
74. Why is Onboarding Important? First few seconds critical to long term engagement and retention Wasted Acquisition First step to Activation Easy to get wrong REASON Onboarding
75. Agri-Tech App Onboarding
76. https://www.triveous.com/product-transformation
77. https://www.triveous.com/product-transformation
78. Problems With This Approach Onboarding Problems Value proposition: An app’s purpose isn’t always readily apparent. 
 
 Activation: Primary goal of onboarding 
 Before they achieve action, users are 
 - Trying out the product 
 - Understanding the value proposition, features 
 - Determining if it is a good fit for them 
 
 Activation is the point at which users "get your product and its value proposition" Complexity: Users will abandon the signup flow if it becomes overwhelming. Assistance: Asking for help isn’t always easy. Language: Is this app or its content relevant to me Onboarding
79. https://triveous.com/product-transformation Better Approach Onboarding
80. Case Study: Home Screen
81. Agri-Tech App Home-Screen
82. https://www.triveous.com/product-transformation
83. Home Screen Problems Problems in the Home Screen Navigation: 
 - Navigating through hierarchical structures is challenging. 
 - Knowing when and where to tap, swipe, and long press is unclear. Discovery 
 - The contents and scale of the app aren’t immediately apparent. 
 - Users don’t feel confident enough to experiment on their own within an app. Onboarding + Activation Assistance: Asking for help isn’t always easy. Visuals/Interface 
 - An unfamiliar visual aesthetic/interface affects a user’s understanding and willingness to interact. 
 - Imagery and iconography that are either too abstract or too detailed don’t resonate. Home-Screen
84. https://triveous.com/product-transformation Better Approach Home-Screen
85. Considerations Important considerations for the home screen Understand your user personas and their needs Show whats possible Navigation 
 - For Everyone 
 - For the power user Flexibility + Modularity 
 - Grid 
 - Banners Activation Strategic Priorities Home-Screen
86. Designing Experiences For Indian Users 01 India Novice Internet Users 
 New Internet Users, Difference 
 Problems they face 02 Product Design Process Product Design Process 
 DigitalCondifence.design 
 Context 
 Design Principles 
 Inspiration 03 Case Studies Onboarding 
 Home Screen 
 Best Practices Recap
87. Designing Experiences For Indian Users Product Research - Get to know your users, market and the ecosystem 
 - Understand user needs, jobs-to-be- done, market opportunities 01. Product Audit - Find out how your existing product is performing 
 - Get Users to evaluate your product 
 - Benchmark against competitors 02. Product Design - Design Entire Products and Features 
 - Improve Metrics 03. Fin Email soham@triveous.com 
 https://triveous.com/ Social https://www.linkedin.com/in/sohammondal/ 
 https://twitter.com/s0h4m Deck and Case Study https://www.triveous.com/product-transformation 
 http://triveo.us/design_thub 
 Links Triveous