Tata Motors Ltd.
Create a single ownership experience that focuses on key user needs
Disciplines
Competitive Audit
Design thinking
Iterative design
User experience
Year
2021
Project brief
To elevate their ownership experience, Tata Motors have asked us to design a mobile application to unify all their post purchase services, from remote controls and security alerts to maintenance and trading in their vehicle.
Challenge
The current post purchase product offering from Tata Motors included 4 applications with slightly different purposes and overlapping features aimed at customers who owned specific models of vehicles. Our goal was to consolidate these services and introduce new features while ensuring the app catered to the unique functionalities of each vehicle model, maintaining a symbiotic relationship between the vehicle and the app.
My Role
Create personas and write use cases
Produce user flows for complex processes to help the design team and client gain clarity on the designs required and aid developers
Own features of the app from requirement collection, process flows to designing and delivering
Create and maintain a design library
Working alongside developers and the client to adapt the designs to align with technical feasibility, time or business process constraints
Goals
Adoption & stickiness
Customer delight
Increased revenue
Process
Design prinpciples
01
Personal
Customers should feel known and understood with an experience that is tailored for them. To build loyalty and trust with the brand
02
Delightful
We create delight through simplicity and by bringing the key moments within the experience to life with motion
03
Inclusive
We will deliver an experience that is suitable for a diverse user group, in terms of both needs and vehicle features
Solution
What you need,
when you need it.
Always in control
Integrated vehicle features and data collected to ensure maximum control.
Safety is our priority
Monitor, track and get help at any time, from anywhere.
Get involved
Take part in events, groups and challenges to earn badges and Tata group reward points.
Trade in and trade up
Creating a seamless trade-in experience from home to dealership.
Key Learnings & Reflection
Design Process
I proposed, designed and facilitated design critique sessions which became integrated as a regular activity during each sprint and is now being used across other projects as a result.
Purpose is to allow the team to inspect each other’s work and give feedback
Inconsistencies across different sprints were spotted more easily and the team able to align in the initial stages of the design
Team members were able to suggest existing components which could be used in place of new designs to bring continuity across different sections
The designers were also encouraged to take inspiration from other members’ designs