| |NOVEMBER 20219space. 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.People buy from the brands they trust. Establishing trust through var-ious digital channels is another vital concern. One needs to understand that the internet is a channel, not a tool, although many marketers will define it as such. As a channel, it of-fers a broad choice of tools to help you market yourself; but to be successful, one needs to build genuine relation-ships with the consumers and trust is an essential factor to support you in this quest. The key elements that should be remembered are the rule of the four Cs: Commitment, Compe-tence, Communication and Consider-ation. In the designer's rulebook, it is written in big bold as the first state-ment: `You don't control the customer. But you do control the experience'.Market segment and consumer persona are two very important as-pects while crafting experiences. Brand positioning and user journey are other critical angles which need to be considered at the time of final-ising UI & UX. Today, consumers ex-pect brands to be transparent about how they use their data through give-aways, rewards, and customer ser-vice. Big Data, Artificial Intelligence, and Machine Learning are improving the overall service experience, and helping brands get closer to the cus-tomer and maintain trust. Eliminating ambiguity is the key to the success of a good UI, especially in inexpensive/cheaper mobile devices. Simple yet elegant platforms are a must have to penetrate into the market.One piece of advice here; don't treat your customers like transactions. Great companies are built only with deeper customer empathy. User interface and user experience are the two comple-mentary sides of the same coin. One can help retain the customer for a long time, and second can fetch a greater ROI. UI helps solve for performance and infor-mation issues, and on the other hand, UX strives to give your brand an edge over the competition in the crowded landscape. One key thing to note is that users have a lot of choices and alterna-tives for similar product and services. Smooth user experience & design help to strengthen the overall customer satisfaction, further fuelling to win the consumers. Companies are winning markets in all segments with the help of the right product mix and reaching their targeted users with personalised and contextual user experience. The number of unicorns in consumer-faced digital platforms is the true testimony for this. Users' knowledge is advancing all the time. Digital user experience and design are changing customer expec-tations and enabling them to be more inclined to rich, interactive, fast and engaging digital experiences. As us-er's perception & expectation becomes critical, average applications can no longer act as a makeshift. Digital user experience always has to come first. Completing the story and highlight-ing the key proposition is what can be achieved by a good UX. By 2020, there is close to $100 billion dollars of spends on digital in India. Potential customers no longer follow a linear journey. Impro-vise and tweak your UI & UX based on the insights. The biggest brands of the world leverage data-driven customer innovation to stay ahead of the disrup-tion curve. Understanding who your customers are and identifying the best channels to reach them, is the founda-tion layer to establish a good UX culture for your company. Latest technologies and digital strategies are revolution-ising global consumer behaviours. My journey has made my belief stronger, Why to think small when the world can be your canvas? Let's craft for the world, right here in India. Users' knowledge is advancing all the time. Digital user experience and design are changing customer expectations and enabling them to be more inclined to rich, interactive, fast and engaging digital experiences
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