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Photo: iStock

Voice, chat, VR & AR impact user experience the most: report

  • A Nasscom report reveals that data-powered design is the new path to deepen customer connect and significant business success
  • Nasscom President Debjani Ghosh says design thinking and other design-led processes for innovation and differentiation are increasingly becoming commonplace in the corporate landscape

BENGALURU : Voice, chat interface is the most impactful technology to improve user experience, followed by immersive technologies such as virtual reality (VR), augmented reality (AR) and mixed reality (MR), according to a new report on design by the National Association of Software and Services Companies’ (Nasscom).

The industry body's first report on design, titled 'India, by Design: Perspectives, Trends & Practices 2019', is part of its Design4India initiative. A statement from Nasscom said the report incorporated inputs from over 20 global leaders in the domains of design and business, and an online survey conducted with over 100 respondents that actively engaged in the practice of design and design-led business thinking and operations.

Among the respondents surveyed, 59% thought that voice and chat interfaces, followed by AR, VR and MR had the most impact on user experience.

The report examines trends and themes that are shaping the current state of design in India. It reveals that data-powered design is the new path to deepen customer connect and significant business success, and also offers reasons on why it is imperative to design for the local Indian market but scale for the global market.


With growing adoption of digital applications, mobility, artificial intelligence (AI) and hyper-localization, the report says, designing for the future will include bringing the ‘human to the heart of design’ and creating experiences that stand out and last long. Intelligent assistants such as Apple’s Siri and Amazon’s Alexa add immense value to the user’s experience of a product. E-commerce major Flipkart recently introduced a ‘Smart Assistive Interface’ feature called Saathi to support first-time users. These companies now offer some of these features in local Indian languages too, apart from English.

K.S. Viswanathan, Nasscom’s Vice-President for Industry Initiatives, explained that customers these days “have started paying for experiences...the product is incidental."

Citing the example of iPhones, he added, “In most phones these days, the components are standard…what is different is the appeal."

Nasscom President Debjani Ghosh, said, in the statement, “Design thinking and other design-led processes for innovation and differentiation are increasingly becoming commonplace in the corporate landscape today, with organizations investing in design as a core capability. In an ever-changing marketplace, design thinking is an imperative not only to add business value and customer delight but also create a larger social impact on the society."

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