Design for Experience
Design thinking and design craft are not exclusive ends in themselves. Design strategy and execution excellence are but means to a higher goal, that of delivering superior product and service experiences to the intended audience. Ultimately using design to deliver a differentiated brand experience. People remember experiences more than they do individual features, and the sum total of these experiences, positive, delightful or not, become the story of the brand, it’s emotional identity in today’s multi-channel multi-sensory world.
Irrespective of the domain or industry, the quality of the user experience plays a pivotal role in the success of a product or service, from the perspectives of adoption and long term engagement. My work experience over the past many years has taught me the value of design in delivering this experience excellence.
The power of human-centred design in the creation and delivery of delightful experiences is best captured in the words of one of the founders of IDEO, and an esteemed mentor at the Interaction Design Institute Ivrea, Mr.Bill Moggridge. He once said – “The only way to experience an experience is to experience it”
Below:
The images below showcase vignettes from select projects delivered by my teams and myself while at IDEO, Dr Reddy’s Labs and PwC India.
1. Corporate Brand Strategy & Brand Execution, IDEO (+ collaborative work with Wolff Olins for Dr Reddy’s Labs)
2. New ways of learning with digital interfaces, IDEO
3. Digital tools for Doctors & Pharmacists, Dr Reddy’s Labs
4. Internal transformation to create a culture of excellence, PwC India
5. Nutrition as Experience, Dr Reddy’s Labs
6. Product category re-fresh strategy - Branding & Retail, IDEO
Brand Strategy.
Organisation rebrand brand strategy and brand execution for a leading Indian pharma company, with a global portfolio of products and operations.
Digital Learning.
Design strategy for an interactive learning system, to deliver blended learning through digital interfaces and hybrid (Digital + Physical) ‘smart’ environments, for Primary School students in India – Classes 1-5.
Digital Health.
Digital tools and platforms to help Doctors, Pharmacists and Pharma companies operate in a more patient centric and physician friendly manner, by reducing ambiguities and driving greater efficiency and ease of business.
Internal Transformation.
An internal transformation programme to establish a ‘Quality First’ mindset and culture on the shop floor, at one of India’s leading global pharma companies.
The Experience of Eating.
A human-centered perspective on how diabetic patients and their caregivers relate to food, shaped by an understanding of their wants and unmet needs, and the personal and social stigmas they experience with respect to their diet and eating. This understanding is used to define a nutrition product portfolio for patients suffering from diabetes, that will make their experience of eating more enjoyable and their diet feel less of an anomaly.
Retail Re-imagined.
Creating a unique new retail and brand experience for a category of food products that had until now not been touched with the same degree of branding discipline and investment that one typically associates with products in the FMCG/CPG, Nutrition, Packaged Fresh Food and Organic Foods category in India.
