Slides from the Product Professionals Networking event hosted by AIPMM and Adaptive Makreting in Hyderabad, India on Feb 3rd. Usability & Interface Design www.adaptivemarketing.in

1. Product Professionals
Networking Meet
Hyderabad

2. We consult with companies and train
professionals on ―productizing‖
Training
Train and certify product professionals for accelerated
career growth
Consulting
Helping companies launch new product lines and scale
existing ones throughout the product lifecycle with
predictable success.
Execution
Integrate with client’s management team and help set
2 and execute product strategy

3. Open Adaptive Adaptive Adaptive Adaptive
Workshops Product “Productizing” Workshop on Workshop on
Management Essentials for Agile Interface
Professional Engineers Usability &
Design
Duration 5 days 2 days 1 day 2 days
Audience 5+ years 5+ years Product Owners, UX Designers,
experience in experience. Scrum Masters, Product Managers,
product Engineers, Project Product Managers Architects, Dev/QA
company Managers, Leads
Architects
Focus Best Practices Developing a Agile User Experience
for Product customer & Management, User Design, Usability
Management, business context Stories creation, Audits. Interaction
Marketing, around building Roadmapping, Design, Visual
Business Plan, products. Acceptance Validation of New
Social Media. Understand P&L, Planning Product Innovation
Career Business plan,
transformation. success metrics
Certification AIPMM, USA Adaptive Product Adaptive Product Adaptive Product
3 Certification Professional Professional Professional

4.  What is Usability and 5 reasons as to why
do we care about it?
 5 observations on Usability that might not
be obvious
 5 Phases for the Usability Design
 Q&A/Discussion

5.  Theextent to which a product can be
used by specific users to achieve
specified goals with
• Effectiveness
• efficiency and
• satisfaction
in a specified context of use
ISO 9241-11 1998 definition

6. Reduced Cost
Delight means more Dollars
Sustainable Differentiation
Builds Higher Brand Equity
Increase user productivity and
efficiency

7.  20,000 downloads of
ProtectionPilot over a
10-week time span
generated only 170
calls to McAfee's
support lines—approx.
one-tenth the
expected volume.
 Third of those support
calls were actually
pre-sales questions
7

8.  Blockbuster product
that changed fortune of
the company
 User Experience
design was the cutting-
edge
 Thinnest clam shell
phone that became
huge hit when it was
launched in 2003
8

9. 60%
increase in
overall
product
revenues
3x increase
in market
share from
developed
countries
9

10. Unusability sometimes stands out
 StructurallyCorrect
doesn’t mean
functionally usable

11. Accepting a mental model
 BreakingMental
Models is hard but
done rightly it
produces
DELIGHT!

12. Adapting from featurism to delight
 Functions in a Microwave appliance
• 5 Way cooking( M+G+C+MG+MC)
• 8 Auto Cook
• 4 Auto Defrost
• 3 Auto Roast
• 5 power level Control
• Clock function
• Child lock function
• Ferment function

13. Hint: They are all Apple products

14. Understand your Personas
 Personas are fictitious yet
representation of your market
segment
 Buyer vs User Persona
 Study of
• Needs - What people need to make
their life easier
• Desires - What they want (does not
equate to what they need)
• Abilities - What they can understand
and do
• Methods - How they do things now

15. ATMs as a money depositor!
 NCR ATM
• Study done for low-literacy,
low-income group – small
traders & professionals
• Friendlier than the cashier
• Cash deposit system rather
cash withdrawal system

16. Simple vs Powerful
 Usability is in
context of the
Persona
 What is more
usable – simple
or powerful?

17. Get the Mental Model right

18. Good Read: Diffusion of Innovation by
Everett Rogers

19. Weaving Usability Design into the
Product Development Process
 Non-conformities are costliest in a
development cycle
 Visual mockups vs. textual specifications




$2x $20x $50x $100x $500x
Concept Planning Development Verification Launch Sustaining

20. Market led Innovation Technology Innovation
Customer requirements Ideal Architectures
Business propositions, ROI’s Performance, Efficiency
Product Management Product Engineering
User Research
User-Centered Design
Design Evaluation
Product Design

21. A Method to this Madness
Ideation Market Visual Information Design Design
Problems Validation Architecture Layout Styling

22. A Method to this Madness
Ideation Market Visual Information Design Design
Problems Validation Architecture Layout Styling
Wireframe
Mockups
Click Through Demos
Prototypes
Tools: Balsamiq, Excel,
Axure, Powerpoint 

23. A Method to this Madness
Ideation Market Visual Information Design Design
Problems Validation Architecture Layout Styling
• IA = Chaos  Order
• Logical Grouping
• Structure, Hierarchies
• Feature Exposure
• Object based, Task
Based, User Based

24. Chaos  Organization
Ideation Market Visual Information Design Design
Problems Validation Architecture Layout Styling
Delta airlines
Book a Trip
CheckIn
Flight Status
My Trips

25. Chaos  Organization
Ideation Market Visual Information Design Design
Problems Validation Architecture Layout Styling
Structure might not scale as inventories grow

26. A Method to this Madness
Ideation Market Visual Information Design Design
Problems Validation Architecture Layout Styling
• Navigation
• Viewing Patterns
• Gestalt Laws of
Human visual
perception
• Proximity
• Similarity
• Symmetry
• Continuity
• Closure

27. A Method to this Madness
Ideation Market Visual Information Design Design
Problems Validation Architecture Layout Styling
Colors
Fonts – Mordern Casual
Official
Typography
Graphics, Icons

28. UX as Innovation
Redefine product
concepts based
UX as Process on user insights
Design as a
method
UX as styling integrated early
Define the visual into the
elements that development
determine look process
of the
application
Business Value

29. Whats your favorite myth?
User Centered
Design (UCD) is
all about painting
pretty icons &
Usability is colorful images
not Features are more
Simply talk to measurable Usability is important than
the users common sense, usability
my QA improvements
Usability is engineers can User-centered
just visual take care of this. design process
design of is time
screens consuming

30. pinkesh@adaptivemarketing.in
LinkedIn Group ―Adaptive Marketing‖

31.  Design of Everyday Things – Donald
Norman
 Don’t make me Think
 Inspired – Marty C.