Hello. Very good morning, good afternoon, and good evening, everyone. It's an honor to be here at Women in Tech Global Conference.Today's session, we'll be talking about designing for the evolving needs of the society. Myself, Bernali Bokeh. I'm a UX design specialist at Accenture. I carry around seven years of experience into this domain, have worked on multiple verticals into health care, financial sector, fine jewelry, retail, SaaS platforms, and many more. Along with Toshika, today, we will be talking about how the society is changing. The world is changing so fast that it's not in terms of, you know, climate, may it be tech and everything. Today, we are just not going to talk about how, society has been evolving, but also how as a designer, we are, you know, adapting to this evolving needs.

As rightly said by mister Don Norman, the father of UX, that designing is an act of communication.

Here is a big question. What do you use to say and to play? So in today's lesson, let's reimagine what we design, how we design, not just for the devices, but for dignity, equity, and change. Let's dive in. So today's session is basically bifurcated into five different segments. That are, first, as a society should design for such enabling, adapting to technological advancement, user centered and in user design, and the last that is ethical consideration. So I would like to hand over it to Bhanali to explain you more about these segments.

Thank you, Tasheka. Understanding the societal shift. Societal shifts are not just isolated, but they are long term patterns. And to understand this, let's understand this societal, shift with four different segments. The first, that is industrial revolution. When we say industrial revolution back in eighteenth century, there was an there was there was a societal shift where people, started moving from handcrafted products to machineries. Now why this shift came into existence was the handcrafted products were being exported all over the world. And since the demand of those products increased, that's where scalability and efficiency came into existence and gave rise to urbanization. Moving on to post war era and television, that's where consumer centered design came into picture and led rise to consumerism, leisure cultures, and mass media where, storytelling multimedia storytelling, you know, remote accessibility, that's where human machine interaction first came into existence.

Moving on to digital liberalization, here people started, you know, exploring Internet in a much broader way where we started communicating, shopping, learning, everything using the Internet access where users are not just, you know, the consumers. They have started became becoming the content creators. And the last, that is social justice movement, which includes inclusivity and ethical design where, you know, user became more aware about systematic biases and inequality. And, you know, inclusivity pay inclusivity inclusivity came into existence and became more and more prominent and aware to the end users. Moving on to our next segment that is designing for sustainability. When we say sustainability, it means reducing the negative impact in the environment. Now how do we do that? You know?

So to understand this, let's let's understand what are the strategies which which, you know, every designer or, you know, the product owners should consider while creating the product or services. So let's understand this. Product service system models, producers, stewardship, dematerialization, demanufacture, recyclability, repairability, reusability, deassembly, system change, longevity, efficiency, modularity, influence, equity, and disrupt design. These are multiple principles which may be applicable to different sectors. For example, I have quoted two of them. So there is a brand name, Petagonia, which came up with a program named one web program, which focused on designing a product which is fixable, then built a service model to support it. Now this sustainability strategy, they have taken it from product service system models. Similarly, when we talk about IKEA, most of us might have used some of the other product designed by IKEA.

What is the major strategy which IKEA uses is majorly into furniture, sector is, like, they use lightweight material and the assembly functionality, which becomes easier for the user to, you know, to make it more portable and, you know, easy to move from one place to other. These strategies are very, very important when we want to incorporate the sustainable aspect while creating any product or services. Moving on to the next segment, I would like to hand it over to Tushika.

Hi, Tushika. So let's talk about the next segment that is adapting to technological advancement. Let's talk about post membership in this time, behavior, and expectation. So so user So so we are using Now when we're seeing shift with devices, expecting persistent experience. Right? The third one that is rise of AI driven personalization. As we all know that AI is booming all over the world. Oh, yeah. There there is a few ways to the recommendation system, but but now it's about the real time. And especially for underserved ad vulnerable groups. So this is all about adapting the technological advancement. Let's move on Let's understand this in detail. So there are all those pages in users that are designed. The first is that is understanding how much of confused, So it involves understanding the needs, preferences, and limitations of our end users.

The second one is solving the right problem. That means defining and understanding the problem correctly is very, very essential before jumping on to any solution. Right? The third one is recognizing everything as a system. Everything is interconnected, and changing one part of a design system can affect other. Like, we as a US UX designer, we can say that if we design something if we make something responsive, if we change if we even make a single change, it's going to disturb the entire flow. Right? And the last principle is not rushing to a solution. Rather than staying to one solution, we should come up with multiple possible solutions to find, to solve a problem. Now moving on to the inclusive design. As you know that inclusive design is a combination of accessibility, inclusivity, and usability. Let me walk you through the principles of inclusive design tool.

The first one is recognizing exclusion. Hi, Bernali. Currently, we cannot hear anything. Yes. We cannot hear anything. We can no longer hear anything from Toshika. Okay. She's back. Am I am I audible now? Yes. You are. Yes. You are. Okay. Okay. Let me let me go through the slides. Bernali, can you please go back to this slide? Okay. Okay. So talking about user centered design and inclusive design. So user centered design, which itself says design the product based on their user needs, their goals, their limitations, and it is not just about assumptions. Let me take you, to the detailed principles of user centered design. The first one says is focusing on the people. It involves understanding the needs, their preferences, and limitations of our end users. The second one is solving the right problem.

That says defining and understanding the problem correctly is very, very essential before jumping onto any solution. Right? The third one is recognizing everything as a system. You know, everything is interconnected, and changing one part of the system may affect another. And the last principle is not rushing to a solution that is rather than sticking to our one solution, we should come up with multiple solution, multiple possible ways to our problem. The second one, the sales is inclusive design. We know we all know that inclusive design is the combination of accessibility, inclusivity, and usability. Let me walk you to the principles of inclusive design. So the first one is recognize exclusion. We may not realize it, but we all have biases. Right? It's a human nature. And if we design solution for a user problem without even recognizing and without even, recognizing devices, we will end up excluding certain group of people.

The second one that is learn from diversity. So include people of different age group, culture, ability levels, socioeconomic backgrounds, and education levels for more, in your design team. So it will help you to give a better user experience. And the last one is solve for one and extend to many. Let me explain you with an example. For example, if you offer user an option to listen to a content rather than read it, Right? We will help users who have limited size as well as those who may just want to rest their eyes. So this is how the inclusive design works. Now I would like to hand it over to Bernali to explain you the next segment. Prenali, I think you're on mute. I can't, we can't hear you.

Yeah. Sorry for the glitch, guys. Yeah. So so moving towards our last segment, that is ethical consideration. Ethical consideration are very, very must, I would say, and consists of four major pillars. Let's go through it one by one. Talking about dark patterns versus honest design, we might all have, you know, explored this of, you know, editing a PDF online where we look for free services. And, while using, any of those links, you just enter your you know, upload your PDF, to the actions you want to perform within those. And when you try to download it, that throws an error with a subscription list or the plans, which is a forced action on the user. That is nothing but a type of dark pattern, which, you know, it's it's a trap and which confuses the user, while the application uses all your information.

And at the end, you don't get the required result. That's where it's very, very important while designing to match to users' mental model. See, being a user. Right? And, you know, following these, dark patterns while creating any particular service or product, which might lead to, you know, disloyalty to the brand. So we must avoid this. Moving on to AI and data privacy, it's very, very important to take users con consent while using their personal data. That's where user control and feedback is very, very important. Moving on to the accessibility part, As we all know, good design is universal. The reason being it's accessible to all. It's it's it includes all type of diverse users. May it be, you know, vulnerable groups or, you know, people with disabilities. And the last, that is algorithmic fairness. So here, the design must support error recovery and learning.

When we say error recovery and learning, let's understand this with a small example. We might fill any of the forms. And by filling the form, you might get an error. That error you know that, you know, you are facing an error for particular field. But what is that error is not being notified or not being displayed by the, you know, end users, or by the designer so that the, you know, correct message has been passed on to the end users. And that's where the frustration, the cognitive load comes into existence. And to avoid that, it's very, very important to convey the right error message so that the user can learn from it and correct that error right there without having an external, force involved in it. So that's it. That's where we conclude our session for today. For I would like to, you know, open the forum for q and a.

Any questions, you know, any suggestions, anything, which you guys want to know deeper, we'll be more than happy to assist or help you out with that. You can just write down your questions over the chat or reach us out over LinkedIn. We'll be more than happy to help you guys. Thank you so much for being such a patient, audience, and, I would just say have a lovely day ahead. Enjoy other sessions.

Thank you, guys. Have a lovely day ahead.