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Hey there, great
to have you back.
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User experience doesn't just
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focus on the experience
of existing users;
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it also pays special attention to
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people who are about to
become internet users.
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These are the people
around the world
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getting online for
the very first time.
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Did you know that
globally there are
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a billion people right
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now just starting to
use the internet?
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We call these folks the
Next Billion Users, or NBU.
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In this video, we'll explain why
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understanding the Next
Billion Users is crucial as
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a UX designer and how to get into
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the mindset of people who
are new to the internet.
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To start, let's break down
the big issues facing
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our Next Billion Users and what
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these issues mean
for us as designers.
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The first big issue is cost.
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People might not
be able to afford
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expensive phones with big
screens and lots of storage.
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The next issue is connectivity.
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Users might not have
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constant or unlimited
access to the Internet.
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Digital literacy is
also a crucial issue.
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People might not be familiar
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with certain design patterns,
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calls to action, or icons
that we take for granted.
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For example, they might not know
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what swipe means in
relation to a touchscreen.
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They may not even know
what a touchscreen is.
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This can affect
their confidence and
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willingness to explore
new technology.
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And the final issue to keep in
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mind is literacy in general.
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Some users aren't able to read.
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Others might need to switch
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languages depending on
what they're trying to do.
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Let's check out each of
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these four challenges
more closely.
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We'll start with cost.
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For example, people with
fewer resources tend to buy
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less expensive devices with
low RAM and limited storage.
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When a phone has low RAM,
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it means that the phone
might load webpages more
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slowly and people might have
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problems trying to
download files.
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To solve this problem,
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a company is not likely to
lower its standard price.
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Instead it's up to us,
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UX designers, with a lot
of help from engineers, to
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figure out how to improve
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storage without raising
the price point.
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The ability to temporarily
disable apps is one way
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UX designers and engineers
can make this happen.
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Next, let's discuss connectivity.
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A lot of our Next Billion Users
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don't have continuous
access to the internet.
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This might be because the data
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they have purchased has run out or
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because their network coverage
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is inconsistent or sporadic.
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UX designers should try
to find ways to make
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the offline experience as rich
as the online experience.
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For example, giving users
the ability to load video
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offline and making sure
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that feature and experience
is well-designed.
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Moving onto digital literacy.
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It's important to mention that
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your users might not
know how to use a phone,
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download an app, or
set up an account.
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Without clear guidance,
they might only
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use the part of the app
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that they're already
familiar with,
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or worse, they might stop
using the app all together.
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When designing for
our Next Billion
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Users, keep it simple.
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Consider things like
video tutorials
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to help new users
understand how to
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install and to use an app and
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explore new features
with greater confidence.
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Finally, there's the issue
of literacy in general.
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Some users aren't
able to read or type,
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and others might want
to switch languages on
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their device depending on
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what they're trying
to accomplish.
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For example, a user might
want to read in Hindi
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but type using the
English keyboard.
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Designing a multilingual
keyboard option,
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and using universally
understood icons,
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like an icon with a
currency sign for
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a banking app, are
just a few key ways
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UX designers can make it
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easier for the Next
Billion Users.
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Beyond these four
common challenges,
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there is a lot more you need to
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consider when designing for
the Next Billion Users.
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For example, if you live
in the United States,
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Canada, or Western Europe,
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you might have certain
design biases,
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like leaving white space to make
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a document look less crowded,
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or designing for
left-to-right languages.
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Now you have an understanding of
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the issues that the
Next Billion Users face.
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Our goal is to make every
user feel like we designed
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the experience just for them
no matter who they are,
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where they live,
how much they earn,
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or how highly they're educated.
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Gaining a comprehensive
understanding of
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your user's context is
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an important place to start,
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and you're already on your way.8131
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