India,
by Design
Perspectives, Trends and Practices - 2019
Key trends and themes shaping the current state of design in India, from the perspective of what’s changing, why it is becoming important for businesses today (in 2019), how organizations need to equip themselves for a future by design and the significance of design in India in the global context
NASSCOM is dedicated to expanding India's role in the global IT order by creating a conducive business environment, simplifying policies and procedures, promoting intellectual capital and strengthening the talent pool.
NASSCOM Design4India launched its first Design report titled 'India, by Design: Perspectives, Trends & Practices 2019'
The report has been developed extensively by incorporating inputs from over 20+ global leaders in the domain of design and business and an online survey conducted with over 100 respondents actively engaged in the practice of design and design-led business thinking and operations.
→ Participants
20+ Global Leaders from leading technology companies, start up, design schools and more.
Short listed the participants from the NASSCOM database and via leadership contacts within PwC and fellow design leaders.
→ Contextual Enquiry
Design Leaders across organisations were interviewed and observed in their workspaces. The participants gave us a tour of their workspaces and team structures in the process.
→ Research Goals
- Investigate what inspires the leaders as designers.
- Explore their journey as designers over the years.
- Examine their goals as designers within the growing industry.
- Analyse their past experiences and building their design set up within the organization.
- Understand the Design Culture and the role of the design team within the organization.
- Investigate the process they follow to deliver desired outputs.
- Analyse the challenges faced by the team and leadership to scale and sustain.
- Examine the team's future plans.
→ Tools
Inspirational Images: To kick off the sessions, we provided printed cards with images of inspirational content from various fields, including art, architecture, revolutions, nature, organisations, iconic designs, toys, space, automobile, people, luxury, travel, and abstract images.
User Interviews with top Industry leaders from companies such as Google, Amazon, Flipkart, Designit, Honeywell, Walmart Labs, Tech Mahindra, Ather Energy, Global Logic and method, Fitch, IBM, InMobi, Indigo, Landor, Microsoft, Myntra, Jaaga Labs, etc. Along side Design schools like Strate India were interviewed to better understand the ways in which design is evolving in a country like India that faces grave and important challenges to be solved on a daily basis.
XD Tool Kit : We also designed a Tool Kit to help participants gain a better understanding of our design process. This was given to each participant as a thank-you gift.
Affinity Diagraming & Thematic Synthesis
Affinity Mapping & Thematic Analysis
Findings & Report Structure
The report covers in detail the following key themes traversing the journey of Design in India:
→ Change, by Design:
Not just aesthetics, design is the totality of experience for a consumer.
→ Business, by Design:
Best UX with a sustainable business model.
→ Local, by Design:
Designing for local , Scaling for global.
→ Future, by Design:
Designing for tomorrow, designing for the ‘new tech native’
This report covers key trends and themes shaping the current state of design in India, from the perspective of what’s changing, why it is becoming important for businesses today, how organizations need to equip themselves for a future by design and the significance of design in India in the global context. It captures practices adopted by leading organizations to drive design as a culture and delivering value by creating human-centered experiences.
NASSCOM Design4India launched a design report in 2019, the report unveiled the evolution of Deign in India and forcasted the future trends of Design in India. I was a crucial part of the project, where we built a Toolkit for Primary research, met with the top industry leaders from big players like Google, Amazon, Designit, etc. as well as start-ups and entrepreneurs. Further ran a survey for students and professionals to collect data and support findings. The project ended with a printed report as well as a report that was sold by NASSCOM online. The project was an intensive one captivating research techniques in each sense. We further also took support from online sources along side saw trends in other countries around the world.
This report is the result of many insightful conversations with individuals and teams who have shared their success stories and learnings, so openly and generously with us.
A big thank you to all our partners, we are truly grateful for your time and invaluable contributions. The content in this report is shaped by your knowledge and built upon your experience, and the journeys of many fellow travellers in the galaxy of design. We are also very grateful to everyone who participated in the survey that has added a valuable layer of data inputs to this report. We are delighted to share these learnings with you dear reader, and the larger audience interested in experiencing the birth of a new era of design in India.
Visual Design Language
The primary branding of the report was created with the vision of an open box in mind. We researched and analysed design in India to generate ideas and thoughts. The open box/cube was then used as a graphic element to visually represent various parts of the report, tying the design together.
Challenges
Getting the Sr. PwC stakeholders on board with creating an open source Toolkit.
Thinking of a way to break the ice and engage with the Leadership during the contextual enquiry.
Conclusion
As we look around us, design is everywhere, all-pervasive and deeply embedded in our lives. Good design is no longer “nice to have,”some fancy thing; it a basic core ingredient for business success and customer delight. In an age of technology, this celebrates the human in the tech. It empowers a new generation of innovators and change-makers to bring delightful experiences to a brave new world.
Working on this report was a learning into my own cultuer and country, along with learning how to design a publication and design & coduct research for one.
"The Report and Tool kit look great ! We can't wait to send them out to the Leadership as a Thank you!"
- Client (NASSCOM Design4India)
