Dell Change Is Easy

Adaptation Of Nation Wide Campaign To A Facebook Application

Bookurtable Web App

Identity, Web Site, Android Application Interface And Facebook Application 

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Every story has a beginning and if its told well, you're in no rush to get to the end

It's been 8 years since FUSEBO was born, and yet it still feels like yesterday when it all began.

In the time that has elapsed, we haven't, in the typical start up fashion, tried to multiply the team and increase business multifold every year. We've remained small, and strategically so. A team of inspired people that hold latent energy that sometimes even takes us by surprise.

Time really does fly. (Except when you're waiting by the microwave for your cup of tea to reheat) Some 100 odd projects later, we have been left with many interesting insights and recognition of invaluable patterns in the usability and design consulting landscape. Servicing verticals spanning telecom, education, healthcare, retail, travel and IT for customers from right across the street to half way across the world, our expertise in the space is hard earned. We've worked with clients large and small: From start ups with sketchy plans, limited resources and infinite passion, to corporate juggernauts with well bounded project plans and seemingly limitless budgets — we've seen them all. Our maturity and experience in the interaction design space gives us the ability to predict briefing outcomes early on and swiftly guide the solution in the right direction. 

Okay, so why the name FUSEBO?

It all started as FIRSTusable and then, somewhere along the way, our interests in psychology, philosophy and technology led  us to create this inhouse lab of sorts, which we called Placebo: the lab of life. Unfortunately, a name that honest doesn't always go down too well with the world, or the psychiatrists and other specialists we work with. So we thought about it, and married FIRSTusable (also referred to as 'FUSE' by many) with Placebo to create FUSEBO. Simple isn't it? Of course, we love talking about the transition and what our brand story is all about. 

If you'd like to know more about FUSEBO, get in touch and let's talk. 


Here are some choicest phrases we've saved from some of our client interactions:

"We're small now- so gives us your lowest consulting rates, and we'll make this thing big together!"

"I've built and sold over a dozen successful start ups in the Bay Area but I am now strapped for cash- what are your best rates?"

"We want something that's never been done in the space before. It's got to look like a million bucks, be at least 36 months ahead of its time and yet be familiar and easy to use and yes, it's got offer it all in less than 3 clicks!"

"Make it look like it was designed by Apple (in California) and built by talented chaps (in India)."

"Is that a limited edition Mont Blanc in your pocket?"

"See those links I sent you. You'll get the idea. Send me a quote."

"How many man hours would you take to come up with an idea in your head that nobody has ever dreamt up (in the Lead Management space) and how much would the man hour rate for that be?"

"We have 2 weeks to launch- make it look good. We've heard you guys are good at that stuff!"

"Budgets aren't a constraint really- we just want the best user experience money can buy. So give us your most competent rates- we've 7 quotations to choose from."

Yes, our clients are only human and we love them for that. Understandably, almost all of FUSEBO's work thus far has been secured through word of mouth and referrals and the accidental social introduction that blossoms into 6 months of consulting work.


Suggested related reading:

FUSEBO Brand Story

So this is the FUSEBO brand story and we'd like to keep it short here on the site (and promise you a long one in person, if you're interested).

Once upon a time, not so long ago, we were known to the world as FIRSTusable. We pretty much did the same stuff we do today but only more seriously. Not that we aren't as serious about what we do now, but some 3 years ago, we got interested in creating some web applications in the psycho-social space and we called that entire in-house initiative Placebo: the lab of life.


Coming soon: A detailed story on the FUSEBO logo and what the logo really means to us and ought to mean to you.  

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Snapshots of life, one emotion at a time

FUSEBO is a thinking firm. Sometimes, we think we think too much. But that's just the way we are built. We like to watch life, people, places, artifacts and the manner in which they interact with each other. 

Our interests have seen us build early proof of concepts in the digital space that attempt to create "expression models" across a diverse spectrum of emotions. So we've started with creating an interactive space where people can share their smalljoys with the world using a simple, easy-to-use interface. The idea here is to make people think about the smaller aspects of their lives that could bring them joy while they pursue the more obvious joys of success in the real world.

The idea is to build a platform of emotion where technology merely enables and facilitates interactions but is not necessarily central to it. So we have many emotions to cover and many different ways we intend to go about it. Some of the other applications in the pipeline include Moodgroove, the mood assessment application that takes mood input using interesting interactions and then converts this into art, poetry and music. Then there is ThankYou, which, as the name suggests, is a simple interface that allows people to express gratitude to another person, place, event or thing and then share it with the world, if they so wish. We also have a self-image builder in the works, that allows you to pick aspects from a persona library and see your composite self as a blend of these personas. And then there are ideas in the space of retail therapy and the obvious effect of losing interest in our acquisitions, once we have them. 

So we've been busy working on our ideas and finding people in the business who we can partner with to make some of them real. If you think you might be interested, get in touch, let's talk.

test content

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What matters most is the size of your contribution to the whole rather than the size of the whole

At FUSEBO we firmly believe that each day should have an outcome that is evident and demonstrable in some way or the other. While outcomes are important to us, we also consciously plan and build in 3 activities or aspects to our work days: Work, Play and Learn.

This is because we think that each day is like a micro view of life and that it should have periods of work, play and skill development to make it a worthwhile and well rounded day. Sounds a little like Montessori, yes? Well so maybe we are good little people after all.

To keep us happy we have with us, an inhouse chef who's perhaps just as talented in the kitchen as he is at Angry Birds. We get the honor of picking our own public and private holidays, and yes, we are closed end of each calendar year for a good 2 weeks, by habit more than anything else.

The work is good and the 90-year old house in which our studio sits is anything but boring. There's a cosy backyard with a Guava tree and a getaway loft, tucked away for intensive "think time" or just a post lunch nap. It even serves as a strategic hideout to elude difficult clients at times.

We have, at any given time, at least half-a-dozen active projects across diverse verticals and there are always inhouse projects that one would find immersive. The atmosphere at work is relaxed but the attitude is tuned to deliver solid outcomes each day. We mean business but we have fun going about it.

So wait no more, mail us your resume, you just might be the FUSEBOT we are looking for.

Positions you can apply for — do note that we have multiple positions open for some of the roles:

Creative Director

User Experience Designers

Web 2.0 Programmers

Visual Designers



Creative Director 

You have spent at least 4- 5 years in the digital media space and have showcase projects to show and are now looking at a leadership position in the digital interactive and media space. You are a hands on person who can grab the mouse and whip out a winning interaction model (complete with visual and functional design elements and even sensible place holding content) then you have the job! You will lead a young team of designers (even hire the ones you want on your team) and manage studio deliveries and engage in interfacing with clients to secure approvals for your team's work.  

Qualifications- We are not hung up on the lineage of your Art Degree but yes, it would help to have a person who's out of a formal art school (such as NID/Shrishti/CKP/JJSA/RCA...). What would be most crucial is that pragmatic approach to rolling up your sleeves and getting the job done and done darn well.

Skills- People management and superior (almost gifted) levels of judging interface and aesthetic design (in digital and print) would be perfect for the job. You should be able to direct the team to deliver results that are world class and even be able to whip out a project yourself, if required. 

Take a look at your benefits:

Apply Now^ Back to top



User Experience Designers

You have spent at least 2 years of experience in the usability consulting and services space with some interesting projects to showcase. If you don't particularly have an eye for aesthetic design but functional design planning is your forte, you're just perfect for the job- because we have the visual designer who will do the magic and make your wire frames look good.

Qualifications- You could be from any background really but then, a good grounding in usability and HCI theory really makes the difference between a good usability and user experience person and an average one. So if you have a degree in Interaction/ Information Design or any other branch of HCI or even a CUA under your belt, you just might be right for the role.

Skills- Clarity of thinking and the ability to articulate your thoughts and observations accurately. Razor sharp skills in conducting exhaustive Expert Reviews and articulating your redesign recommendations accurately. 

Take a look at your benefits:

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Web 2.0 programmers

HTML5 is your passion and you believe that very soon, it will take over and banish Flash off the face of the internet forever. You think, dream and talk code. You love server side scripting but client side is where your heart is. Facebook applications are a breeze to do and creating a fully functional web site is half a day's work. And yes, you have a super project portfolio to show and are confident on delivering pretty much anything in the Web 2.0 space including social media.

Qualifications- It doesn't matter what your background is really as far as when you sit down to code, you are like an ace student who's going to top that examination. That's all that matters. If you do have an MCA or Engineering degree to show, good for you but we're primarily interested in how you perform on our tech test.

Skills- Superior skills in HTML; CSS; Ajax; on a PHP framework or Open Source CMS systems such as Drupal and Joomla. Some basic DB exposure with MYSQL integration and basic DB design capabilities would be an asset.

Take a look at your benefits:

Apply Now | ^ Back to top


Visual Designers

Great typography makes your eyes go moist. You simply love looking at great web and interface design and analyzing the grids and the page layouts. Your biggest sense of satisfaction comes from whipping out superior design- all in a day's work. You're fast on your design but its well thought out and you can multi task and get an extremely diverse design option set generated in a matter of hours. If this is you, you're the one we want on our team. You needn't be a Photoshop Guru, but when you do sit down to design, the world is forgotten. 

Qualifications- Just generate great design that looks good and is well thought out and you're qualified enough to do the job. But yes, if you do possess a formal Art School Degree or a certified course for design certificate, it just might make it easier for us to expect certain things.

Skills- Solid understanding and usage proficiency of Adobe Photoshop and the Adobe suite. Knowledge of Flash and or Flex would be an added advantage. You needn't be super fast at working the package but you need to be rock solid on extracting the best the package and its tools can offer.

Take a look at your benefits:

Apply Now |  ^ Back to top



FUSEBO The other benefits

- A retainer that's at par with market rates plus a bonus that can be discussed, based on outcomes and deliverables. By far, the package would be competitive. The other perks would include a free lunch prepared onsite and made to suit your taste and preferences; projector-movie times, a dart board, carrom and lots of gaming. If this doesn't sound entiicing enough, here are the other benefits:

- No long meetings that yield no results

- No office politics owing to the place being pint sized, everyone loves everyone

- You get to work on the best stuff ALL the time because YOU are the one overseeing it all.

- You get to pick your Public Holidays and day offs

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Two heads are often better than one- you also get four hands instead of two. Good math :)

FUSEBO is always on the lookout for talent in spaces outside its own. We are convinced that even the most unrelated skillsets and talents can somehow renew and inject new energy into our business.

We are currently looking the world over for installation artists, illustrators and people who can generally take server requests and turn them into mechanical artifacts. Of course, we are also happy to partner with media houses, SEO and SEM agencies and anybody else who help oil the core business pipeline.

If you think you might be interested in talking to us and evaluating the fit, do give us a shout.


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FUSEBO news, as it happens. This section is your live stream to everything FUSEBO-ish.

If we make a Facebook update ( or chirp a tweet ( you'll see it here. Of course, we'll also put in more detailed news clips directly in here. 

For starters, here's some of our latest share-worthy news:

  • Our own colleague and fellow FUSEBOT Raveen Panday was out there, shining under the spot light, playing the keyboards for SoulMate at BFlat, Indiranagar, Bangalore.


    See more photos on our facebook page )
  • FUSEBO goes live with the Dell India "Change is easy" Facebook app ( http://www.Facebook/dellindia )
  • BookURTable goes live with our new web interface suggestion ( and Android application

When you have a process to propel you forward, you find the thrust to take a leap

Innovation can only be born from a touch of irreverence and positive dissatisfaction, so we constantly strive to be constructively dissatisfied at work. 

We love our process because it allows us the freedom to think beyond it. It lays down simple constructs on how we need to approach every project and see it through- and then leaves our people to do their magic.



Observe. Orchestrate. Hover. Learn. Absorb. Leap. Ascend. It's as simple as that. When you deconstruct the sing song acronym, what you get is an easy to remember (and apply) User Centered Design (UCD) process.

So here's OOH LA LA deconstructed-  interviews;

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You want that design solution and you want it now. Perfect

FUSEBO has learnt that businesses big or small, run on the simple premise of immediacy. Our clients want solutions to emerge as they talk to us about their requirements.

Reason why we love our jobs. We are compelled to think on our feet and think smart. Pragmatism rules our decisions and every task we take on is outcome driven.

So it comes as no surprise to us when a client says "We wanted this last year and since we're a year late, we need the design solution by tomorrow or we're dead."

There's almost always a deadline to work towards and more often that not, that deadline was yesterday. Certainly not a perfect situation, but then, we do take on an emergency project if we see merit in the engagement and are confident of demonstrating obvious value to our client and his customers.

If you see our process, there lies a clear inclusion for emergency consulting and delivery on express projects. The delivery cycles obviously depend on the nature of the output expected. There have been times when the client has had no more than an approximate idea of what they required and we've been able to put up entire web interface flows within 72 hours, complete with requirement crystallization, concept generation, interface design and visual design; interactive content and bug free code. 

So wait no more, let's get started.

A good case study is like passing a baker's window just as the baking is done

Show us your case studies and we'll tell you who you are. This is the power of stories that illustrate client interaction, design outcome and end user satisfaction.

FUSEBO has had the distinction of having absolutely no reservations working with any sort of business- be it big or small, near of far, bestowed with clarity of vision or totally lost at sea. We have treated every client interaction with respect and given it our best.

Some of these interactions have been presented here as brief case studies. We will shortly update this section.  In the meantime, do get in touch if you would like us to take you through some of our more detailed work samples in our showcase.

Dell Change Is Easy

Adaptation Of Nation Wide Campaign To A Facebook Application

Project description: To adapt Dell's "Change is easy" campaign and create it into a Facebook application. The campaign was aimed at the youth (ages 16-22) to encourage them to change their laptop lids to match their surroundings and of course, their moods. The modus operandi on Facebook was to ask the audience questions and based on their responses, suggest the Dell lid that best matches their response. Dell also offers these lids at a bargain along with its Dell Inspiron 14R and 15R series and thus fulfils the "Change is easy" promise.

FUSEBO's role here has been more than just getting together the Facebook application. We also played a role in creating the task flow, suggesting the messaging and question-response format and being a part of the laptop lid mapping exercise. Of course, adapting the Facebook application visually, and in concept to the outdoor, online and print media campaign was also a critical requirement on the project, while adhering to the brand style guidelines laid down by Dell and Microsoft (their partner in this initiative).

The web site can be viewed here:

The Facebook application can be found here:

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Bookurtable Web App

Identity, Web Site, Android Application Interface And Facebook Application 

Project description: As the name suggests, BookURTable allows you to make a reservation at a restaurant from your computer, mobile device and yes, even from Facebook.

Our role has been to take on the redesign of the web site from a fundamental user experience enhancement standpoint and streamline the interaction flow, to enable an easy table reservation process at an establishment. Of course, the options to order a meal and choose take away or have it delivered, have also been considered and factored into the process. Making the booking process as simple as possible, whilst keeping in mind the constraints of a real-world establishment, has been the most challenging part of this engagement.

As an affiliated activity to enhancing task flow to booking a table, we have also visited the branding and the entire aesthetic and visual appeal of the web site, keeping in mind the expectations of the audience. The task has been somewhat made easy by the fact that the site is about food and ordering food, so our focus was to use interesting shots of food itself juxtaposed with other visual signage systems, typography and icons.

The web site can be viewed here:

As a part of the consulting engagement, we also delivered the Android application user interface and Facebook application design. We ensured that though both of these interfaces would not offer the same extent of interface richness as the web site, the user experience and brand flavor would be retained to the maximum extent possible. The Android application even has an AR (Augmented Reality) feature that makes for a great user experience!

The Android application can be downloaded here:

The Facebook application can be found here: 

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Design everything as if it would one day be judged by the eyes of the world and then move on to something else

Often usability consulting projects call upon so much more than our pure interface design and usability skills.

Clients sometimes come to us with no more than a hunch about what they think will work and we then take them through the motions of mapping their business strategy to their online design outcomes. More often than not, we actually dive into the business strategy itself and brainstorm various design and interface layer outcomes of those business requirements.

Its often an exercise in thinking through a business strategy migration and adaptation online as much as creating a user interface that meets those business objectives. Its like having to use in parallel, both sides of our brains and then coming up with an insight and a solution.

If this sounds like the approach you are looking for, then you've come to the right place. If you don't have all the answers, be sure we'll ask you the right questions and then join you in coming up with possible answers for them. All to ensure that we reach a design solution that works at all levels and is geared for outcome driven interactions.

Request access to our showcase

Juxtaposing interactive design sensibility with business requirements and technology constraints can be blissful

FUSEBO works on all sorts of web related projects. In fact, our expanse of work in the web space is so diverse and large that there is little we haven't done in the user interface design and usability space on the web.

From client-server to web based migrations to web identity design; task flow process design; web portals and even intranets with select remote login access, we have truly done it all.

The trick lies in balancing usability theory and common sense: One is archaic and the other rare

"It looks good but is it usable?"

Now that's a question we often hear and always have our answer ready: We are an extremely pragmatic group of people at FUSEBO. We look at a design challenge and we dissect it down to the basics: "Just what does the intended user want to achieve here?", is the question we ask ourselves.

We are all witness to examples of bad usability in the real world: Road signs that are conflicting in their message; door signages; software and even consumer product design. It leaves us with frustrating outcomes at times and we wonder which designer (under what circumstances) actually designed the offering. Well, FUSEBO is here to take some of that furstration off our mind. Our approach to any project first starts with asking the right questions- WHO would be using the product or service and WHEN would they be using it? If we understand our users and their context or circumstance of usage, we believe that we are headed in the right direction to coming up with a user experience that promises to delight our customer.

After these 2 primary guiding questions are asked, then its all about the intended user and his intentions alone. If we approach the design opportunity with the best of intentions, then the User Centered Design Process (UCD) has to take precedence and put the prospect user at the centre of the design process. This is exactly what we do. 

Experience has also shown us that its not only about the user but its also about what our client wants our end user to do or not do. So the intent is not as uni-dimensional as it seems. If you'd like us to take you through our entire Usability Consulting suite and oohlala, do connect.

Is it good thing if they forget your product but remember the brand experience?

Everybody is busy building brands. Every now and then, we have a customer walk in and ask us if we "also do brand identity work". Well yes, we do.

We tend to focus on branding from a functional (or brand message) aspect rather than pure visual signage evolution of the brand and its characteristics. Though much of our branding work is incidental to our primary focus on delivering comprehensive user interfaces, our background in advertising and media at large sees us develop some interesting perspectives on brand building.

If you'd like us to work on your branding effort, do get in touch. We'd more than happy to share some of our insights and show you reference work.

Insights that take shape into strings of words and pictures have the potential to become epic

When one invests close to 2 decades consulting in the interactive media space, it leaves us with invaluable insights into how things work.

We see patterns, spot trends and become quite proficient at predicting outcomes and understanding where things are going in general.

This section shares some of these insights in the form of short papers we have written when some compelling insights have come our way. They range from how content creation and distribution has so radically changed in the past 3 years to how information and interaction change pitch when they are consumed across mobile and stationed devices. 

Stand by for periodic updates and choose to be notified each time there is an update made to this section (or the FUSEBO site) by subscribing to our site update engine.

Sometimes, the best school to learn something from is the school of life

At FUSEBO we value the role of formal training to the extent that it must be valued.

We believe that most workshops and training sessions are futile because they only leave participants with better jargon to use.

Our aim is to walk the talk, which is why our workshops are live training sessions in usability and approaching a user interface design project. It's about imparting usability theory and then applying it to a live project that is real to the participants. So just in case they forget the theory, they go right ahead and apply the practical aspect of theory to deliver better results.

So our live training sessions typically take shape around a client's "real project deliverable". We then dissect the requirements of the project and apply the solution process to usability theory and illustrate its application as the project delivery happens. The best part is that the participants themselves work on the delivery while learning the theoritical aspect of their deliverables. Honestly, there couldn't be a more pragmatic approach to learning and retaining the essence of the lesson.

If you'd like us to conduct a live training session with your team, line up that project and give us a shout. We'll consult on the project and in the process, have your own team partner with us and deliver 

To be able to deliver just as envisaged is not just a blessing- it's a result of good Karma

FUSEBO is a niche user interface design studio. We do a few things and we do them very well.

Our capabilities are primarily in the areas of usability and user interface and interaction design. While we focus on creating superior interactive experiences, we also have the ability to do a fair amount of front end technology development.

Our strengths lie in the areas of visual and interaction design for both, both aesthetic as well as functional interfaces across media- including Web, mobile, tablet, kiosk and consumer-centric device interfaces. We are also adept at creating world class products using HTML/CSS, HTML5, Flash, PHP and integrating this with a database driven MYSQL solution.

FUSEBO also has the expertise to deliver on Open Source platforms like Wordpress, Joomla and Drupal either by using library templates or by creating custom solutions on these platforms.

If you want to see some of our work get in touch, we'll send you an invite to view a demonstration of our capabilities.

Interaction models that deliver great experiences need painstaking planning and a dash of madness

Web application user experience design has been our biggest source of business yet. From legacy systems that wanted to move from client-server to browser-based interfaces to start ups wanting their cool ideas to be bestowed with Web 2.0 experience design.

So we are, by virtue of sheer experience, Web application interface design experts. With more than 30 successful deliveries across domains from healthcare to telecom to entertainment to retail, we've done it all. To see some of our interface layer work in the web application sphere, request a viewing of our showcase.

On the move, without sacrificing user experience. We ask you to bring it on

Adapting user interfaces to meet diverse devices calls for versatility in thinking as much as it does a recalibration of our primarily web-based interface training.

Over the past few years FUSEBO has had the opportunity to work on diverse projects involving mobile interfaces and design from an interaction model and aesthetic design perspective. Owing to the growing demand and requests from our clients, we have also started dabbling in tablet user experience design.

We have worked on application interface design for the iPhone, Android OS and for the iPad while also delivering the web based interfaces for the same applications. We will shortly update our showcase and case study sections with live examples of our work.

If you have any requirement in the mobile or tablet interaction design space get in touch and we'll take it from there.