User Experience, UX Seminar, UX Workshop, workshop

Workshop on Building a Wow Product for HeadStart Mumbai

Conducting a workshop on “Building  a  WOW  product”   at SP Jain Institute.



You could download the presentation below.

Building a wow product 

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Leave your feedback in the below form regarding the event.


About the Workshop:

Building a wow product

  1. 1. @RuthlessUx “Everything is Designed & Everything is simple. If it ain’t simple enough, It just ain’t designed well enough”.
  2. 2. “Building  a  WOW  Product”.      Shaheena  Attarwala     Head  of  Design    |    Wigzo  Technologies  |     Blogger  :     8th  April  |  SP  Jain  Institute,  Andheri  (W),  Mumbai
  3. 3. House Rules & Etiquette •  You  can  survive  without  your  cellphones  for  a   few  minutes   •  I’m  a  big  fan  of  interactve,  let’s  try  and  wait   for  logical  breaks  before  we  debate,  discuss,   comment   •  So  that  we  don’t  talk  over  others,  please   indicate  that  you  have  something  to  say
  4. 4. I’m  Usually  Unpopular   •  Just  a  li7le  about  me   •  This  is  a  much  larger  topic  &  I  will  try  to  do  jusFce  in  60  minutes   •  What  I  have  to  say  can  be  construed  to  be  CONTROVERSIAL   •  What  I  have  to  say  is  NOT  ROCKET  SCIENCE   •  Simply  because  Building  Usable  Products  is  NOT  ROCKET  SCIENCE,  (despite   our  best  efforts)  to  cast  that  impression   •  I  deal  with   –  Basics  -­‐  (usually  forgo9en)   –  Common  Sense  -­‐  (The  Most  Uncommon  Thing)   –  Prudence  -­‐  (Whatever  That  Means)
  5. 5. Shaheena  Attarwala  aka  @RuthlessUx   •  Head  of  Design  at  Wigzo  Technologies   •  Founder  PurpleCube  Design  Studio  (2009  -­‐  Present)   •  Ex  -­‐  Designer  BookMyShow(2009)  and   •  Ex  -­‐  Co-­‐founder  &  Design  Head  at  Truss  Networking   (2014)   •  UX  Blogger  at     @RuthlessUx
  6. 6. Building  a  WOW  product   ~   Taking  WOW  decisions
  7. 7. UI  -­‐  Interface  Elements     UX-­‐  How  a  user  gets.  from   point  A  to  point  B.
  8. 8. There  are  a  very  few  known   techniques  that  can  precisely  and   consistently  shape  a  good  ux   Keep  it  simple  /  Relate  to  things  people  used  to/  Learnt  it  anecdotally  /  via  Experiment
  9. 9. Beauty  is  secondary
  10. 10. UQlity  Comes  first  |  Beauty  is  secondary   MasochisFc  teapot
  11. 11. Users  resist  change   Stage  changes  |  Beneficial  for  your  company   E.g. Digg did a major UI change and had a massive user exodus. One Week> Digg3.0>DiggApocalypse Timeline changes / Homepage changes
  12. 12. Users  resist  change   Fool  them  slowly   rather  than  quickly
  13. 13. Make  users  feel  smart  (Salt  &  Pepper  Rule)   Don’t  hide  things  in  complexity  in  design.
  14. 14. Be  Specific   Pick  one  go  with  it   1.  Narrow down to your exact target users and focus on doing well there. Make your scope very specific (specifically your first adopters) e.g. Amazon started as an online marketplace for new books. Google was only search. 2.  Building. Just start building. 3.  Speeds up design and development time {Agile} Just get it out there 4.  Guides testing (Collecting data. Get all the data about how your user is using the app and analyze it. ) 5.  Gives marketing individuals early insight into user acquisition strategies 6.  Narrow down number of variables for testing. Simplify. Simplify based off the data you’re collecting. 7.  Saves Money 8.  Keep Vision of Dream separate from NOW. Pick one Go with it! Focus on Now!
  15. 15. Top  Strategies
  16. 16. CupCake  a.k.a  Be  Agile   Be  Fast  and  Furious   1.  Build the simplest version that solves a single problem 2.  Get customers for feedback ASAP  3.  Iteration of the product with customer feedback v/s
  17. 17. Don’t  be  a  vitamin!  Try  to  solve  a  Problem   Don’t  be  a  nice  to  have   1.  If you build a vitamin or don’t solve a tier 1 problem, people will use your product but never pay for it. And that will rip you apart. 2.  Solve a tier 1 (or top 3) problem for your potential customers. 3.  HOW? •  Regular feedback from customers •  Conversation rate is trending up over time and your churn/refund rate is trending down •  You have at least 40% product-market fit with existing customers
  18. 18. You  can’t  manage  what  you  don’t  measure,     Data  don’t  lie   1.  Determine your top 3 metrics 2.  If you’re “flying blind” then sooner or later you’ll crash into a mountain, without even realizing it’s in front of you. 3.  Track? •  Revenue, AOV and Conversion •  3 primary metrics and 3 secondary metrics, (refund rate/churn, profit etc)
  19. 19. User  eXperience   Keep  It  Simple  and  stupid   1.  If you can’t easily explain your products or services to the average person, then they’re probably too complicated. 2.  Every time the user experience is great (and continues to be great over time), that startup’s revenue grows like a weed. Every time it’s confusing, revenue growth is much tougher and in most cases very, very slow.
  20. 20. of  consumers  would  be   willing  to  spend  more   money  with  a  company   that  provides  excellent   customer  experience.     Source:  Defaqto   h7ps://­‐service-­‐stats-­‐55-­‐of-­‐consumers-­‐would-­‐pay-­‐more-­‐for-­‐a-­‐be7er-­‐service-­‐experience.html   55%
  21. 21. Companies  that  provided  excellent  customer   experiences    v/s     Group  that  wasn’t  focused  on  the  customer   experience.       Between  2007  and  2011,  the  CX  leaders  not  only   outperformed  the  broader  stock  market  (27%  be7er   than  the  S&P  500)  but  performed  128%  be7er  than   the  companies  not  focused  on  CX.       In  fact,  the  CX  laggards’  returns  showed  a  loss  of   46.3%.     (source)     128% Watermark Consulting compared the stock performance of a group of
  22. 22. Mobile  conversions  and  Omni-­‐Channel  Experience   of all mobile searches are goal-oriented and help customers make a decision 45% Source:
  23. 23. User  Onboarding   45% of users give up if registration is hard In a Study provided by Adaptive Path, Bank of America conducted research into why they were falling behind their competition. The outcome of this project was a huge success due to a drastic change in usability. Source:
  24. 24. With smartphones becoming ubiquitous, especially among the educated urban upper-middle class Indians, Myntra was betting that its customers would accept the loss of the web option in return for greater user experience
  25. 25. Understand  Users!  Do  research!   h7ps://­‐myntra-­‐app-­‐only-­‐disaster   h7p://­‐business/Flipkart-­‐drops-­‐its-­‐plan-­‐to-­‐go-­‐app-­‐only/arFcleshow/49751060.cms   h7p://­‐myntra-­‐is-­‐going-­‐back-­‐to-­‐its-­‐desktop-­‐version/43199/1   May  2015   ●  Mobile accounts for 70-80% of e-commerce traffic today. ●  Forcing users to download the app and shutting out rivals. ●  Within 9 months reopened its mobile site
  26. 26. Majority  of  our  daily  media  interacFons  are  screen  based   Flipkart is not going completely app-only. It has reintroduced a mobile web option – something it had discontinued in March. 2015 ●  Amazon quickly took advantage. Thanked consumers for making it the most visited ecommerce site in India. ●  Billion Day sale 1. Browsing on the desktop is much more easier than on mobile app 2. Sorting and applying filters may be difficult on app 3. No more choices, you are just trapped 4. Mobile device and mobile internet limitations 5. Competitors are on Multiple platforms, user may switch easily
  27. 27. Build  -­‐  Define  User  Journey   1.  User  Personas   2.  IdenFfy  Journey   3.  Solve  Journey  problems  and  errors   4.  IdenFfy  loopholes     5.  IdenFfy  use  cases   6.  IdenFfy  dead  ends  and  escape  hatch     Iterate.  Speed  is  the  king
  28. 28. User  Personas   Sketch  out  what  your  users  are  like
  29. 29. Stop Thinking! Keep Building! Keep Iterating! Speed is the king! Iteration is the King!
  30. 30. Source  :Google  -­‐    The  New  MulF-­‐screen  World:  Understanding  Cross-­‐plarorm  Consumer  Behavior  -­‐  August  2012
  31. 31. Majority  of  our  daily  media  interacQons  are  screen  based   Source  :Google  -­‐    The  New  MulF-­‐screen  World:  Understanding  Cross-­‐plarorm  Consumer  Behavior  -­‐  August  2012
  32. 32. Computers  keep  us  producQve  and  informed   Source  :Google  -­‐    The  New  MulF-­‐screen  World:  Understanding  Cross-­‐plarorm  Consumer  Behavior  -­‐  August  2012
  33. 33. Smartphones  keep  us  connected   Source  :Google  -­‐    The  New  MulF-­‐screen  World:  Understanding  Cross-­‐plarorm  Consumer  Behavior  -­‐  August  2012
  34. 34. Tablets  keep  us  entertained   Source  :Google  -­‐    The  New  MulF-­‐screen  World:  Understanding  Cross-­‐plarorm  Consumer  Behavior  -­‐  August  2012
  35. 35. SequenQal  -­‐  There  are  two  modes  of  mulQ-­‐screening   Source  :Google  -­‐    The  New  MulF-­‐screen  World:  Understanding  Cross-­‐plarorm  Consumer  Behavior  -­‐  August  2012
  36. 36. Smartphones  are  the  most  common   starQng  place  for  online  acQviQes  (Refer  Myntra  Case  Study)     Source  :Google  -­‐    The  New  MulF-­‐screen  World:  Understanding  Cross-­‐plarorm  Consumer  Behavior  -­‐  August  2012
  37. 37. PCs  are  most  oYen  a  starQng  point  for   more  complex  acQviQes     Source  :Google  -­‐    The  New  MulF-­‐screen  World:  Understanding  Cross-­‐plarorm  Consumer  Behavior  -­‐  August  2012
  38. 38. Source  :Google  -­‐    The  New  MulF-­‐screen  World:  Understanding  Cross-­‐plarorm  Consumer  Behavior  -­‐  August  2012
  39. 39. Smartphones  allow  us  to  shop   at  home  or  on-­‐the-­‐go     Source  :Google  -­‐    The  New  MulF-­‐screen  World:  Understanding  Cross-­‐plarorm  Consumer  Behavior  -­‐  August  2012
  40. 40. Spontaneity  plays  a  major  role  in  shopping   Source  :Google  -­‐    The  New  MulF-­‐screen  World:  Understanding  Cross-­‐plarorm  Consumer  Behavior  -­‐  August  2012   Spur-­‐of-­‐the-­‐moment  vs.  Planned  shopping
  41. 41. We  oYen  move  from  one  screen   to  another  while  shopping     Source  :Google  -­‐    The  New  MulF-­‐screen  World:  Understanding  Cross-­‐plarorm  Consumer  Behavior  -­‐  August  2012
  42. 42. Consumers  take  a  mulQ-­‐device  path  to  purchase   Source  :Google  -­‐    The  New  MulF-­‐screen  World:  Understanding  Cross-­‐plarorm  Consumer  Behavior  -­‐  August  2012
  43. 43. SequenQal  screening  is  common  &   mostly  completed  within  a  day     Source  :Google  -­‐    The  New  MulF-­‐screen  World:  Understanding  Cross-­‐plarorm  Consumer  Behavior  -­‐  August  2012
  44. 44. People  are  never  going  to  learn  enough.     People  are  never  going  to  be  beginners.     People  will  always  be  learning.   -­‐  Allan  Cooper     Make it simple enough. Discoverability is a great tool for learning. Humans are hardwired and naturally intuitive to things that resonate to their gut
  45. 45. Why  Products  fail
  46. 46. •  Yahoo  Answers,  Quora,  forums,  Google  Search   •  If  there  are  alternatives  to  your  product  that   are  free,  you  may  have  a  difficult  Fme  geung   tracFon.   •  Most  people  don’t  want  to  pay  if  they  don’t   have  to.  It  may  be  helpful  to  offer  a  freemium   service.   Google Answers lasted 4 years and 8 months. Google Answers
  47. 47. •  Wave  is  what  email  would  look  like   if  it  were  invented  today.   •  Wave  didn’t  launch  as  an  MVP.   It  was  filled  with  lots  of  features   that  Google  assumed  people   wanted.     •  Complex  /  took  users  Fme  to   understand   •  it’s  be7er  to  start  small  and   launch  as  an  MVP.    Google Wave lasted 15 months. Google Wave
  48. 48. Oscars
  49. 49. Questions?   @RuthlessUx   Shaheena  Attarwala     09892777897


design thinking, FuckedUpUx, usability, usability testing, User Experience, User Experience Review, User Psychology, ux review

The new LinkedIn is so bad its not even funny anymore!

With installing the LinkedIn app and then uninstalling in within 3 minutes i knew they cannot get it more wrong than what they already have.

I knew way back im using LinkedIn for UTILITY and not usability.

The recent update in LinkedIn’s UI made me go “What a cheap imitation of Facebook‘s UI! These guys refuse to learn!”

The overall site looks like it has been robbed of its “Freedom of Expression” hope this not the Trump effect.!

There is so much thats hidden and is left for the user to explore and help themselves. Features important are hidden only to make the experience more distasteful.  Amy Parnell, the company’s senior director of experience design,  said it had “too much noise, too much cognitive load.”  But i guess atleast we had something then now we are left with BLANK SPACE to eat!

List of hate items: *not limited to but 5

1) White Space: Its too white spaced for my comfort. Everything looks scattered and hanging. Empty! Amy Parnell, the company’s senior director of experience design, felt it had “too much noise, too much cognitive load.”

Probably she thought users using linkedIn -who let me tell you had already adapted to the previous matrix of your UI – certainly could have put up with a little more.

Sadly underestimating “Users Cognitive Abilities” is the last thing one might want to do especially in terms of user experience.

This only points out two things either you were over confident and landed up doing a bad job or you just lived in a matrix where you felt your users are stupid to handle an upgraded ui.





2)Publications / Projects : So you decide to show less and make us click more to see more? what kind of handicapped user experience is this? And then show us less relevant content and shove us with more white space? trying to get the KKK way are you?

Surely you don’t seem like a white spremacist then why is that the0ry adopted in your UI? It’s only making is very difficult to view things at one glance or let us check out a connection’s latest project, publication, or article.




3) Groups hidden too: C’mon why do you think you got it all right? did you even do user testing with real users? or your experience design team went to japan and hired a bunch of robots to get the made-to-order feedback. There are like 4 clicks i need to do before i actually get to My Groups Page.






4) Menu sticks around like an overfriendly pal: So you have decided to live in the Stone Age time and not improve your icon design or menu? like i totally understand you wanted to copy facebook but then the menu icons look like a garnishing which is more compared to the quantity of food.





5) Achievements, Awards, Certifications and Honors  given step motherly treatment:

Why are things just hidden?

In the previous version the awards, certification honors and achievements and certifications were not hidden. Now you can barely see them at all and to add to your Cognitive Load is that your mind has to figure that you keep to keep clicking on the fu***ng “See more” link all the time to well SEE more of things that you should be seeing by default.

Another annoyance is that t is a full-width arrangement and one column instead of two, which drastically increases the page length as well as it ceases to show you less information which you could have probably viewed at a glance.

It’s like placing the refridgerator in




There isn’t a way to go back to the old version of LinkedIn. Sadly you can’t throw rotten tomatoes on your screen for a mistake thats not even yours. However, If you are still enthusiastic about nagging go follow this thread and give your feedback

Thank me later.


design thinking, User Experience, UX Seminar, UX Workshop

UX Workshop for #Startupbootcamp #Fintech

Because playing with #data is no child’s play,  Because playing with #data is no child’s play, Conducting an intensive UX Seminar for top 10 selected FinTech startups from across the globe by (Startupbootcamp FinTech) which is one of the worlds leading accelerator focused on financial innovation.


It’s important to understand as entrepreneurs the kind of users we are dealing with. And when it comes to numbers the job gets tougher by the hour. Trying to share insights on how data is the key and numbers need to be made chewable and more intuitive so that users don’t get intimidated by the service thats being provided.




Mentoring startups focusing on

Key Focus Areas Like


Advanced Analytics

Mobile Security

Investments & Personal Finance


Financial Inclusion

Identity & Authentication

P2P Lending

You could checkout the Seminar Content in the below section.



Seminar on  UX 101 Workshop – Context to Fintech conducted on Friday, March 10 – 2017



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FuckedUpUx, Product Review, ux review, Video Review needs to be a bit more vigilant in their Information Architecture

Right after publishing my previous post highlighting Why are Men wearing Women tights on , Amazon seems to have doing the same. I spotted this goof-up a month back but was not too bothered to write an entire blog on it but i guess time’s up!

If you are woman trying to search for some track pants or sports wear on be rest assured to get surprised on how amazon can make women shape shift… umm atleast in their pictures.

Visit Link :

Screen shot below :


The point i am trying to make here is that it is grossing me out. Even if it is unisex brand which they have not mentioned, it doesn’t seem very wise of them to show a man wearing a woman’s sports leggings -that’s if it is a woman’s leggings- on the top three results.

On clicking that option you enter into a world of muscle mania… LOL

man wearing womens leggins

Solution: If the brand is unisex write it down there and don’t leave much to my imagination. Also if i as a woman have made my intention clear then you can easily pick the woman’s image and show me rather than scare me about shape shifting.


If that’s not enough you can probably scroll down once and see a much enhanced and detailed version too.

Screen Shit oh sorry Shot below






What’s worse is the suggested purchases is also personalized for men which clearly shows that this gentleman is at the wrong place at the wrong time and probably wrong customers!




design thinking, Interface Design, usability testing, User Behaviour, User Experience, UX Concepts, UX Knowledge, UX Methodology

Fitts’ Law in UX

Paul Fitts:

One of the founding fathers of Ergonomics, his famous “Fitt’s Law” (which predicts the time required to rapidly move to a target area, such as a button or control) is still in use today. Fitts was a psychologist who later served in the Air Force, where his work redesigning cockpits did a lot to improve aviation safety.

Relevance to UX:

It tracks the time it takes to point at something. Taking into consideration the size and distance of the target. Fundamentally it proves that its faster for you to hit larger targets closer to you than it is to hit smaller targets that are farther away from you.

If you look at the keys on your computer keyboard you will notice that the keys users press more often like the ‘enter’ key the ‘space bar’ and the ‘shift’ key are larger than the other modifying keys. These keys are larger so they are easier to hit.
They are also closer to the alpha numeric keys.key-board

Keys that are used less often like ‘alt’ delete’ ‘esc’ are farther away from the alphanumeric keys.

Similarly when designing an interface when a designer wants users to interact with their website interface or product they make sure they make it obvious. Targets or Buttons are easily located and easy to use. (Refer Below Image)


Its also signifies that the farther away a users mouse is and the smaller the onscreen target is the longer it takes for a user to move the cursor and click on target. (Refer Below Image)


Fitts Law of Curve:

For Small Size Objects:

The size of the target matters. The larger the target the easier it is to hit.


This might lead us to think that the larger buttons are always better. However this rule cannot be applied always. Fitts Law works on curve. Which means smaller objects are easier to click if they are made large.


For Large Size Objects – The Gutenberg diagram :

However larger objects are already large. So if they are made larger yet they won’t be easier to click. Because of this curve the benefits of increased size begin to decrease. This ensure proper proportions are given to objects and that the purpose is served for the same.

Placement of Objects Onscreen – :

Actual physical placement of your screen elements are very important. The Gutenberg Diagram shows that the users tend to move through the screen from TOP LEFT to BOTTOM RIGHT. Therefore important objects and buttons must be placed in the BOTTOM RIGHT.


Enter a caption

Designing in proportion and keeping in mind their appropriate usage is critical.


Text Links or One Word Link :

Always try and make a phrase a link rather than just one word.  (Refer image Below)

This makes the target link bigger and easier to click and understand.



Design for Different Devices :

Proper size, spacing and proportion of objects are crucial. Every item must be in sync and proportion to the other designed for serving the usage they are meant for.



design thinking, Interesting Marketing, Out of the Box, Product Review, User Experience, User Psychology

Durex Brinjal & Indian Food


Durex has just announced a launch an eggplant flavored condom.

These all dishes might taste a bit different but have a common ingredient? No points for guessing



What if one fine day they decide to go extremely “Local” what would the brand look like then?


Idli flavor? Misal flavor? Wada Pav flavor? Im sure our political parties would be more than happy to capitalize on this opportunity and regionalise and communalize the condoms.

Moving on to the Reason :

Durex is using this marketing stunt to promote a condom emoji because durex feels that introducing this emoji will help people talk freely talk about safe sex while chatting.

Currently people improvise on current emojis and icon to talk about the topic and rest is upto your imagination. By which i mean “people currently use brinjal icon for more than the purpose of using brinjal literally”

But simply to break the new “this is all just a marketing stunt and durex is not launching this eggplant condom”. Dear veggies you have been saved from being scared for the rest of your lives.

‘Durex belives launching Condom Emoji will encourage open discussions and raise awareness about the use and importance and hence propagate safe sex and protecting people against sexually transmitted diseases like including HIV and AIDS.

This is a good way to put your message across the and humorous too.

But how would this eventually lead to all that durex wants to achieve is a story of the next level.








Branding, design thinking, Interface Design, User Experience, Visual design

It’s a website not a candy shop dear


Reviewing the new revamped website. Below is the RuthlessUX video review

Alot of products today are as confused about their branding as a woman who is unsure about what lipstick color will compliment her dress? *no sexism here. this is pure humor* seems to have hit the same space looks like. And looking at their candy shop look this is how i reacted:

How the site looks? giphy1

How i feel looking at it?


Candy Shop look:

Alot of brands like to be perceived as young and vibrant but this is the first of its kind attempt to look like a kid. Overall look gives me feel like im going to buy candies.


logo is black which is difficult to read and not visible

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