2024
Tata Motors iRA : One app for all ownership needs
Designing a Super-app
UX design
Case study
Mobile app
PROJECT CONTEXT
Duration -
Role -
Client-
2yrs
UX Designer
Tata Motors Limited at Tata Consultancy Services
ROLES & RESPONSIBILITIES
Scope of work
Design thinking, UX design, Wireframing, UI design, Feature design strategies, Prototyping, Collaborations with client, development and integration layer teams, Onsite visits
BACKGROUND
Tata Motors has multiple apps for customers, for their pre- and post-purchase vehicle needs, each with a different look, feel and experience, leading to a fragmented brand experience.
This project aims to enhance the customer's ownership experience by creating a unified mobile app, consolidating all pre- and post-purchase journeys for ICE and EV vehicles, in iRA 2.0 and iRA.ev apps respectively. It also aims to elevate the brand experience by energizing the app with HMI-based personas, defined according to business research of their upcoming vehicles, target audience, and marketing strategies.
UX design
Case study
Mobile app
PROJECT CONTEXT
Duration - 2yrs
Role - UX Designer
Client- Tata Motors Limited at Tata Consultancy Services
ROLES & RESPONSIBILITIES
Scope of work - Design thinking, UX design, Wireframing, UI design, Feature design strategies, Prototyping, Collaborations with client, development and integration layer teams, Onsite visits
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MY ROLE
As a UX designer, I orchestrated and worked on various design tasks for the ICE and EV mobile apps, in collaboration with cross-functional teams at TCS and Tata Motors, guiding the designs from concept to production readiness. I not only strategised and led the design sprints for CVPs (customer valuable propositions), but also aimed to deliver a Minimum Lovable Product (MVP) that meets the customer's needs and amplifies business goals.
The ultimate goal was to achieve a unified, delightful brand experience for the Tata Motors customers, while catering to their end-to-end vehicle needs.
How might we...
create a seamless platform for Tata Motors customers, for all their pre and post-purchase vehicle needs
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Appreciations received
FEEDBACK RECEIVED
- Feature-specific designs like Connected subscription received a positive response during user testing, marking it as a seamless experience.
- The thorough process of strategising and auditing feature integrations in iRA.ev was applauded. This integration enhanced the feature's usability by 87% (as recorded).
- Increased user satisfaction was recorded for the revamped platform with all the features in one place.
TAKEAWAYS
- Efficiently absorbing and managing business requirements and expectations.
- Exhibiting active collaboration and effective communication with cross-functional teams, to achieve project milestones.
- Planning and executing design sprints following agile methodology.
- The pinnacle of this project experience is achieving a balance between user-focused designs and the business's vision.
- Efficiently absorbing and managing business requirements and expectations.
- Exhibiting active collaboration and effective communication with cross-functional teams, to achieve project milestones.
- Planning and executing design sprints following agile methodology.
- The pinnacle of this project experience is achieving a balance between user-focused designs and the business's vision.
Respecting my non-disclosure agreement (NDA), I cannot share the specific details of the project here.
Let's connect over a call for a detailed walkthrough of this project.