Artificial Intelligence, Branding, Machine Learning, User Experience

A video is worth a thousand words

Today as we have less patience and even less time, And with technology advancing in leaps and bounds and marketing becoming more and more dynamic to match upto the consumers needs and demands its more than important today to make sure your message is sent across is the right context to your potential customer and not lost in translation.

Creating a holistic user experience not only involves designing a seamless product but also designing communication thats pleasant and understood in its true form.

Recently at Wigzo Technologies  to serve this purpose we took a call to get an explainer video designed for our business.


Wigzo is a Contextual Marketing Platform- Dedicated to Marrying Machine Learning to Marketing. It helps marketers send Smarter Communication in Email or In-App. Which Means changing content in real time using Device, Location, Behaviour, Weather, and History. and build smarter more relevant communications. It means Real Time Personalisation of content in Email and In-App notifications. Marketers

Why do businesses need to put efforts in making right communication channels?

Humans process visual data batter than any other form of data representation. Visualisation works from a human perspective because humans respond and process visual data better than any other type of data.

Human brain processes images 60,000 times faster than text, and 90 percent of information transmitted to the brain is visual. 

Source :

Since we are visual creatures by nature, we can use this skill to enhance data processing and organisational effectiveness.

Explainer videos are a good way to break the ice when it comes to communicating your product to your potential customers, this goes more for B2B businesses where the products directly affect the working & revenue of the businesses.

The most important aspect about communication is to get the message across in a consistent manner no matter where the delivery of the message is.

This also reduces the ambiguity which comes from manual communication. It is also a great way to leave a good recall value of your business in the minds of the people. Not only does an explainer video re-emphasize your brand value but also is a good package that can used in marketing your business. It also creates a good user experience for customers trying to explore and connect with your business.

It can serve as a good first touch point between your potential users and your business.



design thinking, Product Design, usability, usability testing, User Experience

Design Thinking Talk by RuthlessUx

Get a summarised version of my Talk on  on Design Thinking at UpGrad which is an online higher education platform providing rigorous industry relevant programs designed and delivered in collaboration with world-class faculty and industry. Merging the latest technology, pedagogy and services, UpGrad is creating an immersive learning experience – anytime and anywhere.
https://upgrad.comWhat is Design Thinking? 1. Design Thinking is a methodology used by designers to solve complex problems, and find desirable solutions for clients. 2. A design mindset is not problem-focused, it’s solution focused and action oriented towards creating a preferred future. 3. Thinking draws upon logic, imagination, intuition, and systemic reasoning, to explore possibilities of what could be—and to create desired outcomes that benefit the end user (the customer). @RuthlessUx

“Most people make the mistake of thinking design is what it looks like. People think it’s this veneer — that the designers are handed this box and told, ‘Make it look good!’ That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works.”

 Learn about the audience for whom you are designing Construct a POV that is based on users needs and insights Brainstorm & come up with creative solutions Build a representation of one or more of your ideas Return to your original user group and testing your ideas for feedback The Design Thinking Framework : The Process@RuthlessUx


Discussing about Design Thinking Frameworks


Hands on training of Rapid Prototyping


Ideation Phase of Design Thinking

usability testing, User Experience, UX Mentor, ux review

Mentoring Startups @GoogleDay Mumbai supported by Google. #Gday16

Mentoring some great upcoming start ups curated by Google Business Group Mumbai which is supported by Google.

Google Day which was on Dec 17th 2016, The agenda was overall revolving around the theme of Tech Carnival.






In the Pic: Mentoring Piconergy Social Enterprise – Clean technology Picoenergy exists to address the pressing issue of energy poverty in rural and urban India.



Further Details can be found in the below link:

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 

>>Click here to Download>>


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



Continue reading

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!