Hi! My name is Aparna and I'm a website User Interface Designer/Information Architect in Mumbai, India. I am currently in the US on project work. I have over 12+ years of experience enhancing the user experience for major high traffic, e-commerce and International websites. My formal education is in Commerce and I have experience in the area of structuring design for the digital workspace.

I am fascinated with Human Factors, or the study of how humans behave physically and psychologically in relation to particular environments, products, or services. Understanding Human Factors allows for the creation of user-centric designs or designs that take into consideration the user. When an environment, product, or service has a user-centric design; this generally goes un-noticed. However, when you experience a bad design, it generally causes confusion, frustration or even anger.

The study of Human Factors in association with computers is called: Human-Computer Interaction. As with Human Factors, Understanding Human-Computer Interaction allows for the creation of user-centric designs by a User Interface Designer. This is done by the process of Information Architecture. A good user-centric design is generally phrased as "user friendly" which has spawned a new term in the corporate world known as "user Experience." All of this equates to designing websites that are fast, easy to use and understand which ultimately allows the users to achieve their goal.