Interaction Design Masterclass with Ekta Rohra Jafri

Interaction Design
Welcome to
Ekta Rohra Jafri for Anant National University

Futurist
Author of
SiennaTales

Activist
Data
Privacy & Monetization

Data
http://uxtrategy.net
Driven
Design

“The future will reach us
on the trail of data that
we lay down for it.”
Ekta Rohra Jafri

Please introduce yourself and tell us why you want to be a designer - max 30 seconds
lets get to know each other

• Introduction to IxD 
Primer - History, Importance, Impact  
• The World of Interactions  
From text to Neuralink 
On- screen behavior to Augmenting Human Actions  
• Human Cognition & IxD 
Perception & Memorability in designing interactions 
• Heuristics of Interaction Design  
What are Heuristics? Nielson’s 10
Course Contents
September 23, 2019
September 24, 2019
September 30, 2019
October 1, 2019

• Designing for the Desktop Web 
Considerations, practices and patterns  
• Designing for Mobile 
Covers mobile wearables 
• Ubiquitous Design 
Voice, Augmented Vision, iOT 
• Designing for Immersion 
Mixed Reality - Real world applications
Course Contents
November 4, 2019
November 5, 2019
November 11, 2019
November 12, 2019

• Content Design for Successful Interactions 
The role of the written word in HCI 
• Interactions for Behavioral Modiﬁcation  
How do we use interactions to modify behavior 
• Iterative IxD 
Rapid Prototyping & Usability testing - A/B, Eye Tracking, heat maps
et all. 
• Frameworks & Interaction Design 
Role of IxD in Design Thinking, framework for IxD
Course Contents
November 18, 2019
November 19, 2019
November 25, 2019
November 26, 2019

• Jury Panel 
Evaluation of Students?
Course Contents
December 2, 2019

— The Interaction Design Association (IxDA)
“Interaction Design (IxD) deﬁnes
the structure and behavior of
interactive systems. Interaction
designers strive to create
meaningful relationships between
people and the products and
services that they use, from
computers to mobile devices to
appliances and beyond. Our
practices are evolving with the
world.”

How old is IxD?
How far have we come in the science?

1955
Henry Dreyfuss and the art of
designing for people
“When the point of contact
between the product and the
people becomes a point of friction,
then the [designer] has failed. On
the other hand, if people are made
safer, more comfortable, more
eager to purchase, more eﬃcient—
or just plain happier—by contact
with the product, then the designer
has succeeded.”

2019
The Attention Economy
by Lexie Kane
“Designers have a choice in this
economy of attention: they can
balance business needs — such as
the need for new subscribers,
advertising revenue, and proﬁt —
with respect for the best interests
of their users.”

Neuroscientist Antonio Damasio, tells the story of a patient incapable of
making even the smallest of decisions (e.g., what to eat, what to wear, etc.)
following an acquired brain injury. To the casual observer, the patient was
perfectly 'normal', with all aspects of normal functioning preserved. However,
the injury had resulted in damage to the limbic system: the brain center in
charge of the emotional response process. As a result, the individual was
incapable of experiencing any physiological change in response to
environmental stimulation. While that person was still able to identify the
emotion(s) felt previously, in response to speciﬁc stimulation, the feeling was
no longer present.
https://www.ted.com/speakers/antonio_damasio

all design is visceral
Visual Sound Feel

Don Norman (2005) - “Emotional
Design: Why we love (or hate)
everyday things"
“...we now have evidence that
aesthetically pleasing objects
enable you to work
better...products and systems that
make you feel good are easier to
deal with and produce more
harmonious results. ”

Conversion Centered Design Persuasion Emotion Trust

Users prefer the design with the highest usability
metrics
70% of the time.
not
100%
https://www.nngroup.com/articles/satisfaction-vs-performance-metrics/

direct or indirect manipulation

continuous or discrete behavior

expected or unexpected behavior

consistent or inconsistent behavior

“…I think long-term thinking squares the
circle. Proactively delighting customers
earns trust, which earns more business
from those customers, even in new
business arenas. Take a long-term view,
and the interests of customers and
shareholders align.”

What are Interactions based on?

Goal
Driven
Design
User
Expectations
Usability  Affordance
Feedback
Loop

Goal
Driven
Design
Source: https://uxknowledgebase.com/scenarios-43e05671b07

Who are the users you are designing for?
Personas

Where, when & how
will the user be accessing it?
User Scenarios - Devices & Context

User
Expectations
• Consistency 
The principle of least astonishment (POLA), also
called the principle of least surprise. , the principle
means that a component of a system should behave
in a way that most users will expect it to behave. 
• Knowledge of the world 
How do similar things behave in the world at large 
• Knowledge you create 
How to similar things behave on the system
?

What will the user be trying to accomplish?
Tasks

Usability 
• Learn-ability  
Familiarity, Consistency,
Generalizability, Transparency,
Simplicity  
• Memory-ability 
A user can leave a site or an
application and, when he or she
returns to it, remember how to use it.
• Efﬁciency 
How fast a user accomplishes tasks
both without knowing the system and
after he becomes familiar with the
system
• Error rate  
The rate of successful completion of
task or portions of a task. 
 
• Satisfaction 
Describes a user’s subjective
response when using the product.
How he/she feels at the end of a
session with the product.
• Effort 
The amount of mental or physical
effort required to complete a task
eg. Number of clicks to task
completion, or number of decisions
to take before task completion.

How does he feel after accomplishing the
task?
User Satisfaction

How easily can the task be completed?
Task flow

Signiﬁers
Signiﬁers also work as symbols for meaning,
because people need to know why they
would interact with something, not just that
they can.

What does it look like I can do here?
Mental Models

Feedback
Loop
After users do what you have designed for them to do, they should
know when its done. Needless to say asap.

Feedback
Loop
And they expect to know what is the next step so that they can
keep climbing to the goal you have created.

What happened? What next?
Task flow

What is Design responsibility?

“She got thrown away from her parents house, ostracized
and excluded from her neighborhood. She had set her
privacy settings to her individual choice. But how did that
get overridden? One single notiﬁcation had changed the
life of a woman who joined a queer choir group online."
Design is life changing

“Her husband died last year. She wanted to
mourn in peace. Her Year in Review could go to
hell. There she was, disturbed by the alerts from
her post about her husband’s death. A few people
clapped…”
Design should be compassionate

“She wanted her name changed on her identity
card. The vague error message made her
submit a wrong name; somehow that got her
arrested for a crime that she didn’t commit. “
Design should be accessible

“He was in a hurry to ﬁnd hospital information.
The site couldn’t be easily understood. He
chatted with a bot for an hour and a half and
got nothing concrete. He lost hope.”
Design is a responsibility

What IS Design responsibility?

Interaction Design Masterclass with Ekta Rohra Jafri

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