India by Design
Perspective, Trends, Practices Design Report - 2019
WORK DONE AT: Design4India, An Initiative by NASSCOM (National Association of Software and Service Companies)
COLLABORATORS: PWC, India
WHEN: 2019
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.
METHODOLOGY:
This report presents a window into the current state of design in India. It shines a light on the evolution of design in the country – the growing significance of design in the world of business, and a view at how organizations and design teams are equipping themselves for a future by design.
The information presented in this report is synthesized from three key sources of input:
1. Primary research interactions with 20+ leaders in the domain of design and business in the country
2. An online survey conducted with over 100 respondents actively engaged in the practice of design and design-led business thinking and operations
3. Secondary research to uncover global design and technology trends impacting India
As a part of the primary research, deep-dive immersions have been held with a collection of design and business leaders, entrepreneurs, and design educators, working across a diverse set of companies, organizations, startups, and agencies and design schools in the country.
Human-Centred Design research methods like the card sorting activity and research inquiry toolkits were specifically designed and employed to facilitate these interactions in an engaging manner.
The team has analyzed and synthesized in-depth conversations to arrive at the four key themes presented in this report. Each theme is supported by observations, insights, notable quotes, and case studies from the primary research conducted. The inputs from secondary research, provide a perspective on global design and technology trends impacting India. These insights have been contextualized to support the key findings and insights highlighted in this report.
The “We Recommend’’ section at the conclusion of each of the four themes presents a collection of quick steps to empower organizations and individuals to embrace best design practices, irrespective of where they may be on the design maturity spectrum. These recommendations support examples that showcase how the most innovative companies in the world are leading the way in design.
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
Future, by Design: Designing for tomorrow, designing for the ‘new tech Native’
Local, by Design: Designing for local, Scaling for global
The India by Design report was launched on 28th November 2019 at the NASSCOM Martech Summit, in Mumbai.