{"id":18,"date":"2015-10-13T09:00:33","date_gmt":"2015-10-13T09:00:33","guid":{"rendered":"https:\/\/www.bloomberg.com\/ux\/2015\/10\/13\/ux-bloomberg-conversation-fahd-arshad\/"},"modified":"2018-10-26T08:53:41","modified_gmt":"2018-10-26T12:53:41","slug":"ux-bloomberg-conversation-fahd-arshad","status":"publish","type":"post","link":"https:\/\/www.bloomberg.com\/ux\/2015\/10\/13\/ux-bloomberg-conversation-fahd-arshad\/","title":{"rendered":"UX at Bloomberg: A Conversation with Fahd Arshad"},"content":{"rendered":"

[vc_row][vc_column][vc_single_image image=”42″ alignment=”center” img_size=”large”][vc_column_text]How does behavior influence product design when you\u2019re customer base is a very particular audience?<\/p>\n

We caught up with the head of the Bloomberg Terminal\u2019s User Experience<\/a>, Fahd Arshad, who describes the user experience (UX) as the emotion that\u2019s invoked in a user\u2019s mind as they\u2019re dealing with a product.<\/p>\n

According to Fahd, the UX covers utility, usability, and that intangible satisfaction in a product interacting the way you expect it to. \u201cWithout a strong design sense, without a design ethic, it\u2019s really hard in this day and age for a product to be successful.\u201d<\/p>\n

\u201cThe terminal came to be in an era before the PC was, so to speak, \u2018PC\u2019. In the early 1980\u2019s people didn\u2019t want to be seen as keyboarding. That was not the kind of thing that financial power people did. So you would have an assistant who would go in and pull up information or type up a letter.\u201d<\/p>\n

The terminal was a disruptive technology<\/a>; the Internet boom followed, and that changed everything. Personal computers, the Web, and eventually smart devices, phones and tablets became commonplace.<\/p>\n

Users started expecting, not just functionality, but more intuitiveness from their experience with the terminal as well \u2014 more ease of use, more logical presentation of information. They wanted to search instead of browse categories. They expected sleek design, and interface catered to their needs \u2014 down to the level of color contrast.<\/p>\n

The design ethos at Bloomberg under Arshad\u2019s watch continues to be \u2018The user isn\u2019t me.\u2019 This is why Bloomberg has a high-octane User Experience Lab. Arshad has said one reason why the lab exists is because designers can\u2019t figure everything out \u2013 and this enables them to track user behavior so they can see what they get right, what they get wrong, and how to fix it.<\/p>\n

\u201cBloomberg\u2019s swift, independent entrepreneurialism may produce results for clients, but it only counts if they know how to access the info that\u2019s created. Insights also allow reps\u2019 conversations with their customers to be much more germane and thus valuable to both sides,\u201d Fahd says.[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"

How does behavior influence product design when you\u2019re customer base is a very particular audience? We caught up with the head of the Bloomberg Terminal\u2019s User Experience, Fahd Arshad, who describes the user experience (UX) as the emotion that\u2019s invoked in a user\u2019s mind as they\u2019re dealing with a product.<\/p>\n","protected":false},"author":140,"featured_media":42,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[5,7,6],"class_list":["post-18","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ux","tag-qa","tag-terminal","tag-ux"],"yoast_head":"\nUX at Bloomberg: A Conversation with Fahd Arshad - Bloomberg UX<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bloomberg.com\/ux\/2015\/10\/13\/ux-bloomberg-conversation-fahd-arshad\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"UX at Bloomberg: A Conversation with Fahd Arshad - Bloomberg UX\" \/>\n<meta property=\"og:description\" content=\"How does behavior influence product design when you\u2019re customer base is a very particular audience? 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