How to create the perfect Digital user experience

03 July, 2017

Businesses have always been number-driven, where the bottom line garners the most attention. With multiple innovations across technologies, customer-centric strategies are gaining momentum and practices like design thinking are being implemented across functions. Be it a startup or established businesses, design, look and feel of customer touch points play an important role, especially when it comes to the service industry.

What does your user want?
According to a BCG-Google report, in a country like India where cash economy prevails, digital payment solutions should be designed for creating customer experiences that offer the ease of cash transactions.

UI/UX designs have always determined the touch-points where your consumers interact with the brand and today, it is essential to choose the right interface, format, and design to provide a seamless user experience. While for most of us refer to UI and UX sound as the same thing, there is a significant difference in the two.

User Experience (UX) essentially identifies and maps out a set of tasks for optimising the user’s journey and User Interface (UI) on the other hand, builds the journey for users. Designing both for a device agnostic experience is a challenge for many organisations, especially financial services, considering the number of regulations at ever customer touchpoint. Therefore, the focus of the recent #FINTECHACK session was UI/UX Design and how can any organisation benefit from the simplest of tools available in the market.

#FINTECHACK UI/UX Design Masterclass
#FINTECHACK by YES BANK is an initiative to bring together startups, financial institutions and technologists to build an active community involving knowledge exchange for tackling business challenges and leveraging growth opportunities.

To help entrepreneurs and business leaders for gaining a better understanding of User Experience Design, YES Bank #FINTECHACK conducted a UI/UX Masterclass on June 23, 2017 in Mumbai. The event was hosted by Anil Reddy, the founder of India’s first dedicated UI/UX design studio. Anil shared his experience gained from working on design projects for notable Indian and international brands.

During the session, Anil emphasised the importance of design thinking for building successful products by eliminating the cluttered look and feel that distract the users. According to him, the design is a beautiful presentation to solve a problem, focussing on both beautiful and solution. Understanding of a user’s journey brings the company closer to the best UX for their target user, hence adding to the revenue stream.

Map the user journey to tell a better story
Talking about their design workflow at Lollypop studios, Anil ran through the iterative process of discovering ideas for building a user persona, defining those ideas into working prototypes, and finally creating the design using elements. Their workflow utilises story-telling to create engaging elements for elevating the user experience.

Anil suggested that the organisation and designers should together work on building a mood board before finalising on a design, wherein the required colours, typography, the style of the icons, the flow of the animation, etc. should be arranged to get an in-depth understanding of what the design will be like.

The session concluded with a discussion on three key questions that should be answered before companies head towards the design and innovation process:

1. What is desirable to the users and business?
2. What is viable in the marketplace?
3. And what is possible with the technology?

The audience actively participated throughout the session, which was followed by a workshop as well. To learn more about the #FINTECHACK community by YES BANK and its events, please visit: http://www.yesfintech.com


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