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These are the user uploaded subtitles that are being translated: 1 00:00:00,320 --> 00:00:03,420 Hey there, great to have you back. 2 00:00:03,420 --> 00:00:05,370 User experience doesn't just 3 00:00:05,370 --> 00:00:07,890 focus on the experience of existing users; 4 00:00:07,890 --> 00:00:10,410 it also pays special attention to 5 00:00:10,410 --> 00:00:14,010 people who are about to become internet users. 6 00:00:14,010 --> 00:00:16,470 These are the people around the world 7 00:00:16,470 --> 00:00:18,845 getting online for the very first time. 8 00:00:18,845 --> 00:00:21,615 Did you know that globally there are 9 00:00:21,615 --> 00:00:23,370 a billion people right 10 00:00:23,370 --> 00:00:25,875 now just starting to use the internet? 11 00:00:25,875 --> 00:00:30,825 We call these folks the Next Billion Users, or NBU. 12 00:00:30,825 --> 00:00:33,300 In this video, we'll explain why 13 00:00:33,300 --> 00:00:36,420 understanding the Next Billion Users is crucial as 14 00:00:36,420 --> 00:00:38,970 a UX designer and how to get into 15 00:00:38,970 --> 00:00:42,000 the mindset of people who are new to the internet. 16 00:00:43,000 --> 00:00:45,860 To start, let's break down the big issues facing 17 00:00:45,860 --> 00:00:48,230 our Next Billion Users and what 18 00:00:48,230 --> 00:00:51,340 these issues mean for us as designers. 19 00:00:51,340 --> 00:00:54,225 The first big issue is cost. 20 00:00:54,225 --> 00:00:56,210 People might not be able to afford 21 00:00:56,210 --> 00:01:00,355 expensive phones with big screens and lots of storage. 22 00:01:00,355 --> 00:01:03,300 The next issue is connectivity. 23 00:01:03,300 --> 00:01:04,865 Users might not have 24 00:01:04,865 --> 00:01:07,580 constant or unlimited access to the Internet. 25 00:01:07,580 --> 00:01:11,230 Digital literacy is also a crucial issue. 26 00:01:11,230 --> 00:01:13,040 People might not be familiar 27 00:01:13,040 --> 00:01:14,824 with certain design patterns, 28 00:01:14,824 --> 00:01:18,470 calls to action, or icons that we take for granted. 29 00:01:18,470 --> 00:01:20,840 For example, they might not know 30 00:01:20,840 --> 00:01:24,070 what swipe means in relation to a touchscreen. 31 00:01:24,070 --> 00:01:27,550 They may not even know what a touchscreen is. 32 00:01:27,550 --> 00:01:30,140 This can affect their confidence and 33 00:01:30,140 --> 00:01:32,495 willingness to explore new technology. 34 00:01:32,495 --> 00:01:33,980 And the final issue to keep in 35 00:01:33,980 --> 00:01:36,875 mind is literacy in general. 36 00:01:36,875 --> 00:01:39,580 Some users aren't able to read. 37 00:01:39,580 --> 00:01:41,210 Others might need to switch 38 00:01:41,210 --> 00:01:45,030 languages depending on what they're trying to do. 39 00:01:45,130 --> 00:01:47,150 Let's check out each of 40 00:01:47,150 --> 00:01:49,700 these four challenges more closely. 41 00:01:49,700 --> 00:01:51,430 We'll start with cost. 42 00:01:51,430 --> 00:01:55,310 For example, people with fewer resources tend to buy 43 00:01:55,310 --> 00:01:59,650 less expensive devices with low RAM and limited storage. 44 00:01:59,650 --> 00:02:02,150 When a phone has low RAM, 45 00:02:02,150 --> 00:02:05,510 it means that the phone might load webpages more 46 00:02:05,510 --> 00:02:07,340 slowly and people might have 47 00:02:07,340 --> 00:02:09,934 problems trying to download files. 48 00:02:09,934 --> 00:02:11,645 To solve this problem, 49 00:02:11,645 --> 00:02:15,280 a company is not likely to lower its standard price. 50 00:02:15,280 --> 00:02:18,000 Instead it's up to us, 51 00:02:18,000 --> 00:02:21,890 UX designers, with a lot of help from engineers, to 52 00:02:21,890 --> 00:02:23,420 figure out how to improve 53 00:02:23,420 --> 00:02:26,290 storage without raising the price point. 54 00:02:26,290 --> 00:02:30,350 The ability to temporarily disable apps is one way 55 00:02:30,350 --> 00:02:34,790 UX designers and engineers can make this happen. 56 00:02:35,790 --> 00:02:37,885 Next, let's discuss connectivity. 57 00:02:37,885 --> 00:02:39,770 A lot of our Next Billion Users 58 00:02:39,770 --> 00:02:42,305 don't have continuous access to the internet. 59 00:02:42,305 --> 00:02:44,390 This might be because the data 60 00:02:44,390 --> 00:02:46,310 they have purchased has run out or 61 00:02:46,310 --> 00:02:47,735 because their network coverage 62 00:02:47,735 --> 00:02:50,440 is inconsistent or sporadic. 63 00:02:50,440 --> 00:02:53,630 UX designers should try to find ways to make 64 00:02:53,630 --> 00:02:57,065 the offline experience as rich as the online experience. 65 00:02:57,065 --> 00:03:00,410 For example, giving users the ability to load video 66 00:03:00,410 --> 00:03:02,945 offline and making sure 67 00:03:02,945 --> 00:03:06,155 that feature and experience is well-designed. 68 00:03:06,155 --> 00:03:08,875 Moving onto digital literacy. 69 00:03:08,875 --> 00:03:11,180 It's important to mention that 70 00:03:11,180 --> 00:03:14,525 your users might not know how to use a phone, 71 00:03:14,525 --> 00:03:17,360 download an app, or set up an account. 72 00:03:17,360 --> 00:03:20,060 Without clear guidance, they might only 73 00:03:20,060 --> 00:03:21,680 use the part of the app 74 00:03:21,680 --> 00:03:23,545 that they're already familiar with, 75 00:03:23,545 --> 00:03:27,499 or worse, they might stop using the app all together. 76 00:03:27,499 --> 00:03:29,360 When designing for our Next Billion 77 00:03:29,360 --> 00:03:31,755 Users, keep it simple. 78 00:03:31,755 --> 00:03:34,535 Consider things like video tutorials 79 00:03:34,535 --> 00:03:36,545 to help new users understand how to 80 00:03:36,545 --> 00:03:39,200 install and to use an app and 81 00:03:39,200 --> 00:03:42,940 explore new features with greater confidence. 82 00:03:42,940 --> 00:03:47,090 Finally, there's the issue of literacy in general. 83 00:03:47,090 --> 00:03:50,195 Some users aren't able to read or type, 84 00:03:50,195 --> 00:03:53,180 and others might want to switch languages on 85 00:03:53,180 --> 00:03:54,770 their device depending on 86 00:03:54,770 --> 00:03:56,770 what they're trying to accomplish. 87 00:03:56,770 --> 00:04:00,740 For example, a user might want to read in Hindi 88 00:04:00,740 --> 00:04:03,450 but type using the English keyboard. 89 00:04:03,450 --> 00:04:06,395 Designing a multilingual keyboard option, 90 00:04:06,395 --> 00:04:09,620 and using universally understood icons, 91 00:04:09,620 --> 00:04:11,990 like an icon with a currency sign for 92 00:04:11,990 --> 00:04:15,325 a banking app, are just a few key ways 93 00:04:15,325 --> 00:04:16,820 UX designers can make it 94 00:04:16,820 --> 00:04:19,250 easier for the Next Billion Users. 95 00:04:19,250 --> 00:04:21,545 Beyond these four common challenges, 96 00:04:21,545 --> 00:04:23,120 there is a lot more you need to 97 00:04:23,120 --> 00:04:26,210 consider when designing for the Next Billion Users. 98 00:04:26,210 --> 00:04:29,495 For example, if you live in the United States, 99 00:04:29,495 --> 00:04:31,745 Canada, or Western Europe, 100 00:04:31,745 --> 00:04:34,055 you might have certain design biases, 101 00:04:34,055 --> 00:04:35,600 like leaving white space to make 102 00:04:35,600 --> 00:04:37,325 a document look less crowded, 103 00:04:37,325 --> 00:04:40,600 or designing for left-to-right languages. 104 00:04:41,600 --> 00:04:42,890 Now you have an understanding of 105 00:04:42,890 --> 00:04:45,680 the issues that the Next Billion Users face. 106 00:04:45,680 --> 00:04:49,280 Our goal is to make every user feel like we designed 107 00:04:49,280 --> 00:04:52,910 the experience just for them no matter who they are, 108 00:04:52,910 --> 00:04:55,700 where they live, how much they earn, 109 00:04:55,700 --> 00:04:57,660 or how highly they're educated. 110 00:04:57,660 --> 00:04:59,840 Gaining a comprehensive understanding of 111 00:04:59,840 --> 00:05:01,460 your user's context is 112 00:05:01,460 --> 00:05:03,080 an important place to start, 113 00:05:03,080 --> 00:05:05,550 and you're already on your way.8131

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