This week’s Mixer presented very different topics, 1 based on Analytics and the other on handheld device user experience, enhanced designs and form factors.

Ramakant Gawande and Jasmeet Sethi presented a project based on analytics that he recently worked on for a multinational cell phone giant. They gave a fine introduction to Analytics: what it entails, why it is essential to an organization and its benefits:

  • Target your campaigns and promotions to increase subscribers and drive up usage
  • Use your marketing budget where it does the most good – high-use customers
  • Identify “churners” and determine if it is cost-effective to save them

They described the traditional UX approach that is followed at the company – Understanding, Modeling, Information Architecture Framework, Interaction Design, Visual Design and Development (HTML/CSS/Flex); and took the audience through his Eco system diagrams, Business domain research, Mind mapping and User profiling.

Among the many things they learned during the project one of the main things highlighted was, “During the Eco System Analysis phase, as designers we try and create a task-based architecture, but in this case it was difficult to identify the component of the project. A marketing person would look for an object like ‘Campaign’ or ‘Business Rule’ and not find it there. So we chose to go down the path of Object-based architecture. In hind sight, using a task-based architecture made it very difficult. We should have used an Object based one and our approach did fail.”

Mind Mapping was intensively done along with the client for 2 purposes:

  1. Better communication with the client and to understand their thought flow
  2. To bring the client on the same page as the designers

The mind-map included actions, screen level field detail, labels, etc. it is an exhaustive list-flow of all items that have to be incorporated into the project. This really helped when project requirements changed and updated. The designers found it easy to put in new requirement in a holistic way and benefited them in the long run.


The next presentation was by Vinish Janardhan on how they developed the Home Screen of Tap ‘n Tap, a leading software solutions provider helping customers enhance, ship, and support Android Tablets. Tap ‘n Tap’s innovative software solutions combined with extensive Android software + hardware platform integration expertise enables manufacturers, operators, and retailers to successfully bring to market Tablets with reduced complexity and costs.

He spoke of how our team dedicated to TNT has evolved a way of making wireframes, which even engineers in US can easily understand. Many interactions are quite minute, and detailed. These need to be documented meticulously and communicated to Boston. Their method of documentation has become quite robust, along with their persisting use of Google-docs for hosting and creating and updating all such files.

There was an in-depth discussion on various Icons developed and used, the Grid structure and the tappable status bar.

Some of the challenges they faced were:

  1. Exchanging ideas
    • Communication and exchanging ideas between designers here and engineers in Boston
    • Defining Language of Communication
  2. Pushing away from History
    • Building on to a system
    • Development time
  3. Following Android
    • Standards set by Android
    • Technical feasibility & Performance

How they found solutions to all these challenges was the interesting part which ended a long QA session from the curious and interested audience.

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