Good ideas Anand!!. Most of our mobile apps or transactional websites are really dump. There have been theories on contextual design, adaptive design, emotional design, design for pleasure, etc. Some companies have started to incorporate that. Your mictosoft office ribbion design was supposed to be contextual design. I mean it will show only those actions and buttons that are required in the context of what you are doing. But i think they have failed to achieve this. Instead, i get confused on finding where that button is on the tabs. Many of our dashboard are also supposed to be context aware. The design should also be adaptable to different situations and change it to the maximise the interaction flow for a given task i action. The design should also be predict your next move. Lot of analytics and behavioural patterns are analysed and compared with the crowd.