In the next of a series of interviews with our selection panellists, Indrani Medhi, Associate Researcher, Microsoft, shares her thoughts on why user experience design is important.

Why is user experience design so important?

With the explosion of devices and applications, brands have to compete for attention of their customers and also retain this attention in the ever evolving competitive landscape. Furthermore, expectations from customers are on the rise; products can no longer focus merely on utility but also need to be pleasurable to use. This is where user experience design can play a critical role in maintaining customer relationships, by helping companies create meaningful and engaging experiences for customers by designing for their needs and aspirations.

What characterizes a successful design?

A successful design is one that not only focuses on enhancing momentary experiences during user interaction, but also enables the company to retain the attention of its customers and secure brand loyalty over time.

How can UX design improve women’s lives?

Research has shown that many women, especially from lower socio-economic households, are largely dependent on male members of the household to help them use technologies such as mobile phones. These male members tend to be relatively more digitally-literate and thus are able to help overcome the phone’s interface complexities. Typically the person offering such help is the woman’s husband who controls how the mobile phone finally gets used. User experience design can play an important role in such contexts, by enabling more independent usage and empowerment amongst women.

What is the role of research in UX design?

User experience design is almost always user-centered in nature. So research is important to not only understand and identify user needs, but also evaluate whether or not potential users are able to meaningfully use the design offerings.

What are some examples of innovative UX design in emerging markets?

One recent example that comes to mind is the QCard project from Microsoft Research India: a low-cost system for audience polling in resource-constrained classrooms that utilizes computer vision and printed cards as a replacement for expensive electronic “clickers”. This is a new approach to classroom “polling:” asking for student feedback on how well they understand a question or answer a problem in a classroom context. QCard uses webcams, symbol-coded sheets of paper and software to recognize and aggregate student responses in real-time.

Why should the mobile industry invest in women as customers?

Currently, there is a glaring mobile gender gap; statistics show that in low- and middle-income countries, women are 21 per cent less likely than men to own a mobile phone. The rate is highest in Asia, at 37 per cent. This is a huge untapped market that the mobile industry should be investigating. Furthermore, for organizations with a global development focus, mobile phones can serve as platforms for providing various development services for women in domains such as microfinance, healthcare, livelihoods, etc.

Why is the Design Challenge a worthwhile initiative?

First of all I think Design Challenge is worthwhile because it is mobilizing designers, developers and innovators to get interested in mobile user experience design for global development. I also think Design Challenge is a great forum for showcasing innovative designs from across the world that might have the potential to bridge the mobile gender gap. I really like that for those who might not have the resources, the initiative will provide the opportunity to meet with potential investors for commercialization of their winning entries.