| | NOVEMBER 20218THE ERA OF USER EXPERIENCE & DESIGNBy Nitin Sethi, Vice President - Digital, Indigo AirlinesT he most important aspect for any digital plat-form business is getting UI & UX for the mo-bile right. The success gets defined by good conversion & customer retention rates. Empathy with customers drives major business and prod-uct decisions these days. As a thumb rule, always put data, research and design thinking behind your marketing campaigns. Brands should be committed to deliver the services, which they promise the users at the time of booking. Consumer-loved brands con-tinue to make a user-focused product and content strategy in the place now by investing in UX in the present context. Getting discovered, delighting your customers, and earning the conversion 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 dynamics 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 comfortable in their respec-tive regional language. Many leading brands have already understood that in order to capture a great-er audience, they need to focus on regional commu-nication. UI/UX here plays a critical role in making things intuitive and simple for consumers. Close to 60 percent of the urban population access content in regional language vis-a-vis English. According to the studies, regional language consumption is four times that of the English language. Therefore, re-gional communication plays a pivotal role in digital Nitin SethiVANTAGE POINT
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