siliconindia | | December 20198he most important aspect for any digital platform business is getting UI & UX for the mobile right. The success gets defined by good con-version & customer retention rates. Empathy with customers drives ma-jor business and product decisions these days. As a thumb rule, always put data, research and design thinking behind your marketing campaigns. Brands should be committed to deliv-er the services, which they promise the users at the time of booking. Con-sumer-loved brands continue to make a user-focused product and content strategy in the place now by invest-ing in UX in the present context. Getting discovered, delighting your customers, and earning the conver-sion is the right sequence for winning a market share. Currently, we have about 350 million active smartphone users in India, making us one of the biggest markets.We all would agree that the dy-namics of India is very different from the rest of the world. Majority of the Indian rural population are not well versed in English and are most com-fortable in their respective regional language. Many leading brands have already understood that in order to capture a greater audience, they need to focus on regional communication. UI/UX here plays a critical role in making things intuitive and simple for consumers. Close to 60 percent of the urban population access con-tent in regional language vis-a-vis English. According to the studies, re-gional language consumption is four times that of the English language. Therefore, regional communication plays a pivotal role in digital space. Till a few years back, there was no supporting infrastructure such as compatible software and data con-nectivity for the growth of regional communication. But today, regional communication is redefined with the rapidly advancing technology. De-signing the right offering for target-ed consumers becomes essential and needs to start at stage zero in this dig-ital-first era. The multi-lingual play can't be rolled-out successfully with-out great user experience. The prima-ry goal of any business is to increase its sales and fetch the growth of the business. Design plays an essential role in achieving this goal. So, invest in UX at all stages.IN MY opinionTTHE ERA OF USER EXPERIENCE & DESIGNBy Nitin Sethi, Vice President - Digital, Indigo AirlinesSpecialised in digital transformation with an over 18 years of experience in various fields such as Product design & User Experience, Nitin has built robust monetizable products for the biggest Internet companies in India
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