Day 48-Emotional Design Principles-100 Days 100 Skill Booster Sessions

Foreign? Yes. Welcome, guys. Welcome. Welcome to this day 48 skill booster session. And this is a very, very important skill as well as a true skill which is going to set you apart from many other designers out there in the market. Okay, so that is the reason I've chosen this topic particularly. I like it really, really very personally. And you can, you can find it like in many places. It will be very useful for when you're designing something very emotional for the people. Okay, just. Let's. Just a second, guys. I'm just pasting the link so that you guys can participate. Just a second, just a second. Yes. Yes, guys. So welcome to this session particularly. This is a skill which needs to be practiced over the time. It cannot be mastered in like let's say one go. We cannot master this particular skill by just listening or by just going through a lecture. This needs to go into practice. This needs to go into some kind of a conscious decision where you have to be very aware towards this because this deals about personality. This deals about how you can able to bring your, what you call. Just a second, guys. I'm not able to bring my camera into spotlight. Just a second. I don't know what's happening. Okay, that's fine. Okay, so the skill cannot be just listened and leave left. Okay. This has to be consciously taken with the practice towards how you can able to implement it. Okay, See, already in the last skill booster session, I think a week back, we talked about the first part of it. Okay, so why emotions are very important for people in order to bring a design element to it. Let's say the color you choose, let's say the typeface you use, let's say the way in which you present a visual content or anything. It all matters on what are the personalities of the people available and what are the emotional available to it and how do you choose accordingly? Because somebody, when they see your work or maybe the designs, they have to get connected, they have to get attracted. More than attraction, I would say they should feel that connection and relevancy. It's not like you make a fancy graphics and people like it. It doesn't work that way. We are not graphic editors or designers, right? We are product designers have to create a meaningful impact and what you call meaningful emotional impact for it. So first of all, I'll suggest you a book called Emotional Design. Okay. It was written by Don Norman. It was a wonderful book. But if you are completely a beginner, you don't even know what is product design, ui, UX design. I would not recommend you that book, you can read a book called Design of everyday Things. It's a very, very common and everybody knows that book. It's like you can read three to four times. I've read this book three times actually. It's a very nice book. You will get little clarity when you do it. Read it one more time. Okay. Once if you are a designer at least you have some two, three years or two, three months of experience. You started to know about design. What is that? Then you can go a little deeper into this emotional aspect because this is going to be ultimate topping on the cake. Whatever you are designing as a designer. Right. Like let's say the touch people call it us. Yeah. This is really a stunning work. Wow. This is great. So that kind of a wow factor will only come when you are taking this factor, whatever we are discussing now. Okay, so let me share my screen just a second. Yep. Cool. So we are in the day 48 case. Okay. So in the, in this week completely we have seen about design system consistency and scalability, interview skills mastery. In fact this was the most, most interesting mission. We had it on the hackathon and then I gave a little glimpse of why it is very, very important. Okay. And then we talked about 100x creativity. How we can be more creative. You in product design field. Okay. And navigating the endless path. People who are completely beginners, freshers who don't know what to learn, where to start. Many students have asked me this as a pain point jagdish. I'm completely stuck. I don't know where to start. This is a, this is a zero journey for me. I can see people are telling me go and learn this, go and learn that. This, that the true clarity comes from you. So we have prioritized what is priority skill for you. What is not priority skill for you. Which is most relevant for you. Which is least relevant for you. We categorized as a matrix and then we started working on that. Right. So people who are complete beginners this class I would recommend go and watch the day 46. It's going to be ultimate game changer for you. Okay. Because one of our student, not one of our student, many students have asked this pain point. That's the reason we have recorded that as a skill. Because that's a skill. You need to know what skills to focus on. Okay. And then yesterday was even more interesting. Applying design thinking and when not to apply design thinking. This is a very, very different approach. Non linear way. And today we have something like a emotional design principles. Okay. So now we're going to begin this topic, guys. Okay, so first let us understand this definition. See guys? Crafting the product and experiences to evoke certain emotions. Like, let's say it is not like you are purposefully building an emotion. See, user experience is there in everything. It's not like I will learn ui, I will learn ux. The moment when you say like this, people will easily figure out that you are very amateur. There is nothing called UI UX and all. End of the day, we are solving problems for the customers or businesses. Very simple. UI is a small part of it. It's an interaction. That's it. Okay. Experience is. Experience is everything. When you're attending this class, when you're attending this YouTube live, how was your experience? I feel fresh. Because it's a morning. No, I feel very sleepy, like I could have slept more. That's the experience of this program, right? User experience is there in everything. You cannot separately learn UI ux. It doesn't work that way. It's not integrated marketing, sales, everything is a part of entire equation. You solve the problem. Okay? So you need to understand this emotion is intertwined between all of these elements. It's not like the button you put and then the radius you make and then the graphics you put. It will create some emotion. No, it doesn't work that way. Okay, so you need to get this basic clarity, guys. And why it is important functional products and so memorable experiences. See, people use product. Okay? People forget the product. People use certain services, website, app, they forget that. But people will not forget experience. Please remember this. I want you to type in the chat box experience. Because the experience factor, even after five years, people can still remember or recreate what they had in their brain. So as a designer, you need to understand one thing. We are not just solving problem. We are not just creating some, what you call some kind of a small functionality around it. We need to create a very good experience. Like let's say when you have. When you are. Actually I would say I will give you a small example, okay? Maybe you can able to understand it even more better. Okay, just a second, Give me a second. See guys, look, I'm sharing my screen. Okay, look at this. This is one of my desktop screen, laptop screen. Okay? Can you guys see this screen? Confirm me first. That's great, thank you. Okay, so see, this is a Mac application desktop screen. Okay? So when I'm able to retrieve certain folder inside a particular file, what I'm trying to do is like let's say a conventional way of doing it. I'M just telling you. Okay, like let's say if you're going for this download options. If you're going for Google Drive, I have to click this Google Drive, I have to click this design for change. I need to go for this personal. I need to go for this what you call, right? Let's say if I forgot something, okay, I need to come back from this folder. I forgot to take something from the third earlier folder. How do I take it? I have to go back, go back and then I have to go and click it from here, right? So that's a conventional way of doing it. But look how Mac has designed, which is the Apple iOS have designed. Like let's say if I'm opening this Google Drive, look what's happening. Look. Okay, look what's happening. If I click the my drive, it's exactly opening like this. If I click Personal, it's exactly opening like this. If I click Baby Shower, it's exactly coming like this. Okay, and you can see just a second. Can you see something happening here, guys, right in front of me. I have four folders. I can go to any folder. Like let's say even if I what you call forgot to take something from this folder, I can directly access here. I don't have to double click open close, come back. Are you guys understanding this? This is a way in which they have simplified the whole complexity of folder process, right? Let's say if you are working in a complex files and then you are working in presentations. If you're working in any kind of design work or project, case studies or anything, sometimes you will be very confused what folder you are, which picture to drag and drop. All these things, right? But Mac has created this user experience and flow. The reason being user has the flexibility to go and take anything. When I use this feature, see 7 to 8 years I've been using Windows in my office. Also I'm using Windows. But when I got the Mac I was stunned by this feature. My workflow got so easy I can able to take any picture, any folder from anything. This is called better experience. We are not talking about colors yet. We are not talking about typeface. We are not talking about anything yet. We are only talking about how the simple what you call how the simplicity of bringing that experience to you by understanding your need. My need is what I can go into the one folder, second folder, third folder, fourth folder, fifth folder. But sometimes I need something from the second folder also I may forget. So what happens in Windows and other conventional app. You have to go back, go Back press go back. In Mac there is an option called like let's say the gallery view. Okay, show as a items in gallery. You can go to any part of the sheet and you can go to any part of the folder and you can take that. Look, look at this. So that is how you take it from the folder. So this is one small example, guys. So how do you feel now? Maybe you will not feel anything because you have not experienced it, right? I have feel wonderful when I found this feature. Omg om. I got. This is called connecting the person with their interest and emotion. You understand, right? So you try to understand how an emotion happens. Like let's say if you're working in a complex folders, you will feel very frustrated if you have to go this that take copy paste that. There is an option in Mac which is called Swipe between the windows in earlier. What you call Windows OS doesn't have that. Okay. In Mac OS it was there by mistakenly. What I was doing is I was just swiping my keyboard, the trackpad for cleaning some dust. Okay, I understood. The entire window goes away by three fingers. Oh, that is like an extraordinary feature. It was very smooth. When you do it in Windows you will see that screen is getting little freezed or hanged. It's because the software and the hardware have not synchronized properly. So Apple has synchronized the build hardware and the software in a way. When you swipe between the apps, it doesn't feel like swiping. It will feel like a liquid. This is an amazing feature. If you're making something like a drag and drop from this folder to that folder, this will be a super feature for you. Okay, so I'm just giving you a few examples. The reason being user experience is built inside the functionality of the product. How do you feel when you do that? I feel wonderful. I feel my problem is solved. I feel my life is getting little easier now, not little more. If you give me a keynote presentation, I can able to complete in five minutes. If you give me a normal Microsoft PPT or something. Or maybe if you are asking me to do it in any Google thread or something. It will take 40 to 50 minutes for me because the user interface and experience is completely different. And the experience what I get it through Mac is completely different. Are you guys understanding when you are working? Like let's say if you're working on. I did my entire thesis on the Mac it's 650 pages. I did not use any kind of flashy software and all these things. I used this because everything Is super. You can take a picture in your iPhone and what happens immediately it will come into your Mac. You don't have to even consciously drag and drop for any kind of a case studies project you're doing. You just have to take a picture. It automatically comes here. Now only these features are coming in other what you call OS and all these things. Guys, I've been using it for the last five to six years. So the user experience has to be felt inside the product. Nobody has said we have created wonderful product experience in Apple. No, it has to be felt by the customer internally. It's your responsibility as a designer to understand what problem are you solving. See, I took an example of Mac, but you can take an example of anything. Like let's say even if you're designing this mobile app or maybe a physical remote or anything to control the light, how will my user hold this? My user will try to hold this in the hand. So I need to design it thick. What is the emotional factor I can able to create in order to make this remote more relevant to him? Like let's say I can choose a character, I can choose a color, I can use an emotion which is more synchronous to that. Like let's say if they are very young population, if they are very what you call some kind of a playful guys or maybe a very trendy teenage guys. So what are the color choices they like? What is the emotional character? They like more of this Marvel, these movies and all this fancy stuff. Right. So why don't we bring a Marvel theme here? Why don't we bring an Avengers team or something like that? So based on your character, your personality, your user will resonate with something. And you choose that design element and you'll see people getting connected to it. And functionality also should be exactly meant for that. Okay, and how functionally he's operating this remote, what is the best way he can able to give? First of all, why a remote is needed? Can it be an automated voice command? Why do we always need an interface to do it? Why can't the interface be voice? That's also an interface. I'm also interfacing you through voice. I'm also interfacing you through mouse. I'm also interfacing you through remote or something. Or keypad interface is not designing buttons. Please understand that interface is how your customer interacts with a product. One or the other way. Okay, Experiences, how are they feeling? Like, let's say there are some applications or website I've seen it's very poorly designed I feel so much redundant work is happening while I'm operating in that, like, it feels very irritating for me. That's called a completely bad experience. You try to do something but you're not able to still accomplish it. That is what is a poor experience, what people try to give us. So what happens if you do that? People will never come back to your product. So that is the thing which you have to remember, guys. Okay, so are you guys in line? Type out in the chat. If you are in line with what I'm saying, are you guys resonating with the examples what I gave you? Come on, guys. Srinivas Jain. And are you guys getting this clarity? Yes, yes, yes. Thank you, thank you, thank you. Excellent, guys. So this increases your user retention, brand royalty and overall satisfaction. Okay, so this is the thing, what are the overview of it? Emotional design focuses on creating digital experience and evoke specific feelings. It's not only digital, guys, it's also for the physical because it's applicable for everything. Okay. Digital, physical, it doesn't matter. It targets psychological responses rather than just usability. I told you right already. So psychologically, how the users feel. Like, let's say if you are, if you are, if you are working on a very complex system to integrate, like let's say six steps is there to make a payment. Okay. Each of the step, when you are given a completion status that makes you feel very satisfied. At the end of the process, if you completely do the payment successful and if the tick comes with a sound ting, congratulations, you have completed the process that relieves so much of complexity from the user. Previously this was not there, guys. Previously this kind of an operations and interactions was not there. People used to sit for five, 10 minutes and do the payment and still they were not able to satisfily say the amount has been transferred or not, they will confirm with the other person. Hey, have you received the amount? I did not get any message. So a message did not come, A confirmation did not come. How will a person get confirmed? There is no way that you are giving a feedback, right? So nowadays the user interface and experience have been taken to next level, but you need to go beyond that. Can you integrate emotions into it? Can you target that and bring what you call evoking emotion for your user by creating a different, different element. Okay, so evoking emotions through thoughtful design elements like color, typeface, imagery uses, it increases your user engagement and satisfaction. So that is the overview of this entire thing, guys. So why this matters? Very simple, guys. It creates an insane engagement because Every competitor, every product out there are having some kind of a differentiation. Okay, but what is your real differentiation and memorability People will keep it very, very longer lasting your design, whatever you created. Okay, Design influence emotions heavily influence decision making. Emotionally aligned experience improve conversion rates. See, I've got emotionally attached to Apple also. The reason I'll tell you. See guys, the thing is when you buy inside you because you need to understand how the emotion works. Once you're able to understand how the emotion works, you will see a huge shift in your product design thinking. You will see that design inputs, what you take will be very different. The output, what you produce as a mobile app or website or physical product or anything. You tend to design something far more extraordinary. It will be like at least 10x unique from the competitors what you guys are designing. Okay, so reflect on it. So what is this concept about? Emotional design works on three levels. It was actually said by Don Norman. Visceral, instinctive, reactive. Color appeal. Behavioral. I told you. Usability and use of interaction. Reflective uses, memories, interpretation after interaction. What would you feel like? Let's say if I open the knob of that particular door, I feel wonderful. Wow, this is a wonderful class of knob which I ever opened. I did not even open it. I just went and touched it automatically opened like a touch panel magical screen. People will never forget that experience. First time when you go in an elevator, how do you feel? First time when you go and touch a button for this, any magical user interface you used, you will never forget that experience. People never forget their experience. Guys, remember that we are designing for memorable experience, not for ux. Please understand this very carefully. Okay? User experience is inbuilt in everything. So application. What immediate reaction does this color evoke? You need to ask this question when you are choosing a color. If I create a button for red color. If I create this interaction with this kind of action or what will the user find meaning or the value upon this reflection, what will happen? When you ask this kind of questions and then you design back, you tend to see a far more different connection with your user. Okay, and the second color psychology. Color carries emotional association list. See, in many people the red color carries a love emotion. Or many people communicate red as a danger. Like let's say so black conveys a bad luck. But in the rich economic society, black and white is considered as a very. What you call a very rich nature. Okay, People wear this black suits and all and they go for the party white suits so but in the when you take in the village side, people like this red, yellow, green. Flashy colors, right? So color is very different for different context of people. So you will have to understand what kind of emotions these colors are evoking. Like let's say when you use mostly it is called as a pink lady's color. I don't know why. I mean it should not be like that. Like pink is pink. But the thing is we have some association with different different colors, right? We have this purple as a royal color. We have this blue as a safety color. We have this green as a mentally calm soothing colors. Right? We have taken a very deep case study on colors and psychology colors and what you call color psychology. I mean it's. It's. It was in our intensive education course. Guys, you can able to go and watch it if you are more inclined towards colors. Okay. Next is blue. Improves the trust stability. Have you seen hospital colors? Mostly it is blue. Travel agency color. Mostly it is blue. Have you seen this indigo, this Lufthansa, Vistara. All these things are blue. Blue is for the mostly that social media trust, Facebook. Right? So people use the red urgency. Excitement. Popular in E commerce, right? You needed that to be very fast. Yellow, Happiness, Energy, younger audience, right? Like let's say the energy sun is all about energy. Yellow color, right? So different, different colors. Choose a different different emotion. So you first understand who is your personality. Don't just randomly pick some colors. Let's say if your customer is asking for Hey, I need a website. Don't just randomly start working on a website. Understand the customer. Understand what did this Persona? Who is going to use this website? What do I create for this user? What is their real thought process? How are they interacting previously? How are they interacting? What are the website they're using now? What are the kind of emotions should I create? Okay. My users are all kids. They're hardly going to come to the website. So I don't need anything to be related to kids. Parents. Who are the kids of the parents? Parents who are having these kids? They are the users who's going to use this website. How should I use this? Parents. What are the typical parents? Indian parent. Indian parents may mostly Bangalore and Chennai suburban. Okay. Like let's say Chennai and Bangalore. What are the parents age? Like? Let's say typically from 25 to 40. Okay. From 25 to 40. What are the color choices? Do they have? What are the memorable experience do they have? You will have to go deep, guys. When you take a user Persona and go very deep, what happens? You tend to create lot more connections. The story, the color the typeface you can see everything matters a lot. Select products that resonate with the product's purpose and emotion. And also like let's say if you're using any functionality for taking some kind of an educational program, which the parents are going to book their educational program through the website or application or anything. So you'll have to choose the colors accordingly. It needs to be very subtle. Parents has to understand what is that information. You need to provide necessary testimonies, you need to provide necessary information which is relevant for them to take a decision. You need to give a call to action. Like let's say if you need any clarification, you can call us, email us, you can have a live chat with our chatbot. So whatever is needed for these people, you have to understand and give that in a more simplicity way. Like let's say if a digital illiteracy low people is operating this website, how will you keep the colors? How will you choose the graphics? How will you choose? So everything depends on the context of the user, what you do. Okay, you can use something called coolers guys, coolers.in it's a very, very wonderful website for choosing colors. Okay, you can use Adobe Color Wheel, but that's little expensive. Okay, you can use this coolers.in it's a, it's a wonderful tool. You can able to try it out. Okay, next is typhography and emotional typhography influence emotional tone. Guys, see type face is life face. Not like we're just choosing Arial, we're just choosing Times New Roman. No, everything matters a lot. Sans serif, serif based fonts, both are very different, both evokes a different meaning. Have you seen the Game of Thrones font? Game of Thrones font communicates a classical way of communicating it. Have you seen what you call the Nike? It communicates a trendy, dynamic nature of it. So certain things are classical, certain things are trendy. So you need to know what kind of emotions should I create by applying the typeface? Choose font that match with the brand and emotional goals. Okay, so play around with that and images. What are the kind of images you want to choose? Convey emotion instinctively and shape perception. So you need to choose the pictures. Like let's say if you're creating a website, if you're creating a mobile app, or maybe if you're creating any kind of a physical product. Also you need to understand what are the kind of image, visual image should I create? It's not like you copy paste an image there. No, sometimes a little tint of that Graphics is also enough. Sometimes plain also works good. Sometimes flashy colors do really work good, right? So many website, if you've seen like let's say they have some kind of a flashy nature going around. So they want to communicate that it is the most trendy dynamic brand. So understand that we cannot have a syllabus for it. It all depends on the context, what you do and the problem statement, what you take once. If you're doing that then we can able to talk little better in that context. Okay. Coolers Civo. Thank you Subhash. Exactly. I'm sorry Coolers co. Yes. It's a wonderful website guys. I really really like that. Please go and take an advantage. Okay. So I'm just pasting it in our YouTube live. Also people who are watching that can able to. Anju. Yes, Anju, you can join the Zoom call. Why did you join in the YouTube live? Okay, fine. Oh. See, when you go to the learning management portal, you get the access for this program in the zoom call. Okay. When you're in the zoom call, you can interact with me. You can. You can directly chat with me. You. You will be having the advantage. Okay? Yes, Sanju, it's there in your learning management portal. Go to workshop and you will see that time happening till December 31. We have scheduled the call. Okay. So this is the whole concept, guys. Okay. Jagdish, what do I do with this concepts is all good. How do I implement it? First of all let me give you a small hack, guys. Understand your user Persona, okay? See don't worry about this empathy mapping, user Persona, this technical words and all. Okay? Everybody teaches you that if you put in Google, you will get hundreds of videos. But understand from your thought process, what is your problem? Okay, Jag, I found this is a problem. Understand. For this problem, who will be your ideal user? Go and search that. Try to write down their attributes. That is called mapping. If you wanted to go and deeply understand, go and sit with them and talk to them. Hey, can you just tell me what are the problems you're going through in this work? Okay. Like let's say can you just tell me how you were doing this before? Leave this application, leave this website and all how you used to do. You tell me that. Ask them person to person, connect and then you try. Okay? What is your common interest? Typically? Okay, you'll enjoy in weekends. Okay? You like to go movies. Okay, fine. So your. Your goal is to achieve a job. Okay? Understand their goals, their perspectives in life first and then you come to your drawing board. And start creating the emotional journey for it. It's not like I'll do an empathy mapping, I'll ask, I'll use it, I'll feel, I'll, I'll do. There is some matrix which people have bullshit, don't follow any kind of a format process should be driven from you. It's not like I'll do a templated way of doing. Let me do product research, let me do primary research, let me do secondary research, let me do ideation, let me do prototype, let me do testing. What don't be the templated guy of working. Everybody teaches you that in the online. I think this YouTube video. When you go for design thinking it's there. Design doesn't work that day that way guys, go to the previous day I've taught how non linearity is very important in design. Okay, so same thing for emotion also you need to understand and connect with that person and then create a product and service accordingly. It doesn't work like you will have a rule book and you will design accordingly. It will be very monotonous if you do like that way. So please be very careful. And crafting an emotional user journey. First of all, let me explain you that see user Personas helps you identify some emotional need of the target audience. It goes far beyond an empathy map. Explore what user thinks, feel and want. But I would say please do your own user journey. Your journey empathy map is always better. It's always better. You do it guys. In fact I would not vote for this much. I would do vote for what you take on that context. Because every problem is different. Every case study, every problem statement is very different. Every user is very different. So it all depends on the way in which you do. Okay, so create that mapping and then try to create for example the primary emotions could be trust. Like let's say if you're building a social media application, something like that. Okay, Trust is a major factor. In order to evoke trust, what should I do? I need to give some kind of a contact number of our customer service team. I need to provide some refund policy. I need to provide some kind of a safe assurance. I need to provide some trial pack so how people will gain trust by creating this kind of factors. Understand that healthcare for trust and joy for gaming. Let's say if you're working in a gaming industry, so you tend to evoke a different emotion for them. Okay, so crafting an emotional user journey map how the user should feel at each stage of your journey. This is more important guys. See at every stage what your user is going to feel, map that and add more emotions to it. Color psychology, typeface, graphics, emotion and then bring that interaction into your every step of your product design the moment when you do it, you'll see there is a huge difference happening at you guys, okay? So I would recommend you take one existing project, whatever you have, any project when you're starting or whether you are experienced, it doesn't matter. Take one project and try to understand who is your user and what are the emotions, are they evoking for that emotions? What are the kind of colors which you can choose, what are the kind of graphics you can choose, what are the kind of interaction you can create and what memorable experience you can create. This is the most important ways. When you write it down in a paper first, okay? And then try to build it as a product or a service or a solution or anything, you will see there is a huge difference between the screen what you made and the screen what you are going to make. That is the difference. Okay? So try to do it. Maybe we can give a demo, but if it takes a lot of time, it is already 645 but anyway you guys can try it. See before going into Figma or Adobe xt, first try to map out what is your username physically in a paper and write it down once. If you are getting that answer from your user very clearly, then you start putting it in a paper. Once your wireframes and the paper and the basic things are ready, if you feel like this will make sense then you try to start with some visual tools. You can use Canva, you can use Miro, you can use Figma, you can use Adobe hd, you can use Microsoft PPT also guys, for me the tool doesn't matter. What matters is what you're going to do. Simple. Okay, so show how design adds a great joy and show in your case study like let's say by creating like, let's say if I'm taking one example outcome. If a person is reading this outcome, what should he feel? Okay, if I put an icon like this, it feel like wow, wonderful. Something like happened surprising. So the outcome should be conveyed in this meaning. Like let's say if I'm having this kind of a button, if I'm folding this, if the user folds this kind of a option, what should the fuser feel like? Let's say if the designer is designing like this, can you, can you closely observe what's happening? Did you observe this? Got little shrunk when I folded it. Have you seen this? Got Little, little shaky. Why? The reason being all other options are here. Hundreds of options, hundreds of boxes there. If any kind of a communication or interface communication is not coming to you, you will not feel whether that information goes inside this or not. See, Mind Node is all about presenting the mind map information, right? What we have. So what happens when you are interacting with this? It has to show or a shake. Hey, you are taking information out of me. Hey, you are again putting information back to me. How do you communicate that information to the user who is using that? Because I am using complex system, right? See hundreds of boxes is there. How will I know? This is how the user of this particular applet. Let's say this application is name is Mind Node. Okay? It's an application of Apple. It's a wonderful application, guys. Okay, like let's say if they created like this, they gave option that graphics is there and there is an arrow. Can you see? If I bring my mouse here, it hovers, it enlarges a small kind of a micro interaction. So if the user group is very different, if the personality is very different, if the trait is very different for me, then the emotion needs to be very different. Interaction needs to be very different. Everything needs to be very different from you. So one small example I'm just giving you. But try it out on your own. At least try to map two or three emotions for your user. Show how the design really makes a big difference for them. Okay, Are you guys getting it? Lot of case studies is there guys? But I would say now the time is almost ended. But yeah, neuroscientifically emotion and memory matters a lot. Emotional response activate the limbic system for a strong memory. I told you, right? Prefrontal cortex when it activates getting activated through limbic system. You don't forget that product for years. That is why certain products people like to pay like crazy. But still they wanted more. Why? Because that particular product has activated the limbic system. Emotional experience improves recall Positive loot packed feed Dopamine hit. Why people use again and again get addicted Dopamine hit. Boost motivation when completing task. Even in our program, when you see the learning management portal when you complete the course 100%, you'll be getting points. You will be automatically triggered a certificate for you. I mean, I know certificates are not going to make any difference, but psychologically you feel I have accomplished something. I have completed 100 percentage course. You will not believe guys. Our course completion rate is 43 percentage. Our typical online course completion percentage is 2 to 3. Because we have games we have points. Last week we gave a headset as a gift for our student who won the game. I think Srinivas has not Srinivas Shantilal Shanti Lal has got this gift. Because when you have a reward, when you have a game points, people tend to engage a lot, right? They tend to learn far more better. You get subconsciously motivated. So understand what creates an emotion for your user and try to engage that and people while they're watching our video. The engagement ratio is more than 80 percentage. That means people start the video and then they complete it. It's not like they leave the off. It's not a YouTube video, right? So our courses are designed and gamified and understood the user in a way so that people have to watch and get the material. My videos are not more than 5 to 10 minutes length inside the course. YouTube video is something different live. We are going little deep into topic. But the courses is very, very short packed. No more than 15 minutes will be there in any video because. Because I know the attention span is very less for you. You won't be able to learn it. You will start skipping many videos. So this is called user experience. If I'm talking about user experience, I need to first implement this, right? And you guys know about level up. Level up is something very extraordinary feature what we got in our learning management portal. When you complete an activity, see the point system. So you try to understand your user, how you wanted to hit that dopamine for them.