Delivering user-centered design is key:Hemal Gathani - ZEUX Innovation

ZEUX Innovation is a pure-play UX-focused design studio that follows a true user-centered design process and applies science and art in designing best-in-class user experiences. The company aims to provide best-in-class user experiences through a true user-centered design process.

In this interview with Adgully, Hemal Gathani, Co-founder, ZEUX Innovation, talks about how the company is working towards delivering complex, large-scale, and highly engaged UX design projects for an outstanding user experience. Excerpts:

Please share about the journey of ZEUX Innovation as a pure-play UX design firm.

In 2016, we embarked on a mission at ZEUX to showcase the profound impact of exceptional user experience on businesses and how it can lead to quantifiable outcomes. We have leveraged our unique outcome-driven approach to work on large UX transformation projects with top companies such as Tata Group, Fabindia, Dream11, Discovery, Hotstar, Godrej Properties, and Reliance Retail.

We follow a truly user-centered design process and blend the art and science of design to craft unparalleled user experiences. Our expertise lies in delivering top-notch UX solutions for large-scale and complex systems. Since our inception, we have been a pure-play UX design agency instead of a one-stop-shop for all things digital for the following reasons:

Focus: Our UX design focus allows us to work exclusively on designing great user experiences, build deep expertise in UX design and stay up-to-date with the latest trends and best practices, without being distracted by other areas of digitization.

Talent: Our specialization also helps us attract and retain top talent in this field. This leads to higher quality work and more innovative solutions that differentiate us from competitors.
Collaboration: As a pure-play UX design agency, we can work closely with other digital marketing agencies or development teams to complement their services. This leads to more effective collaboration and better integration of UX design into the broader digital transformation strategy.

Our exceptional work has been featured by various publications such as Time of India, Economic Times, Business World, and more. Today, we boast a diverse portfolio, a formidable client base, and are ranked among the top three UX Design Agencies in India by Clutch.

What are the prominent clientele that ZEUX has worked with and the variety of projects designed so far?

At ZEUX, we have had the pleasure of working with a diverse range of clients, including HDFC Life, Whitehat Jr, Terrapay, Discovery, Hotstar, and Tata Sons. We are proud of our proven track record of delivering outcomes through user-centered design across a variety of industries, such as retail, enterprise, ed-tech, finance, e-commerce, and more.

We have taken on several prominent projects, such as designing the OTT app for Discovery India. Our work led to Discovery+ becoming one of India’s highest-rated OTT apps across five of the largest at-scale platforms – iOS, Android, Web, FireTV, and Android TV. Another notable project was our redesign of the end-to-end journeys for the Whitehat Jr website, which resulted in an 8x increase in trial class completion and a 23% increase in the lifetime value of students.

In addition, we had the opportunity to design the ICICI Bank - Money2India portal, which saw a percentage increase in revenue in the double digits within the first month of launch, and we also re-designed the user experience of the online insurance buying journey for HDFC Life.

Our diverse portfolio of successful projects in various industries is a testament to our ability to provide exceptional UX solutions that cater to our clients' unique needs. At ZEUX, we are passionate about creating outstanding user experiences that not only meet, but exceed our clients’ expectations and lead to measurable outcomes.

What are the techniques or methods for building an inclusive user experience?

Creating an inclusive user experience is an essential aspect of modern design that strives to accommodate diverse user needs and capabilities. Inclusivity means designing products and interfaces that can be used by everyone, regardless of their background or abilities. To achieve this goal, designers need to keep in mind the lowest common denominator while designing user experiences.

For instance, when designing an interface for an ATM, designers need to consider the fact that the machine should be easy to use for everyone, even those who are semi-literate or have visual impairments. The design should be straightforward and intuitive to ensure that users can navigate the interface with ease. By prioritizing these basic needs, designers can create a more inclusive experience that accommodates diverse user needs.

One example of a product that has successfully implemented this approach is WhatsApp. This messaging app is widely popular across different age groups, socio-economic classes, and ethnicities. The success of WhatsApp can be attributed to its simple and easy-to-use interface that caters to the most basic user needs. The app prioritizes hyper-simplicity, which means that the interface is straightforward and intuitive, making it accessible to a wide range of users.

How important is user experience on advertising platforms?

User experience (UX) is crucial on advertising platforms because it directly impacts the effectiveness of advertising campaigns. A poor user experience can result in users being frustrated, ignoring or avoiding ads, and potentially leaving the platform altogether. On the other hand, a positive user experience can lead to increased engagement with ads, higher click-through rates, and a greater likelihood of conversion. Ultimately, a positive user experience on advertising platforms can lead to increased brand loyalty and repeat business from advertisers. This can be a key factor in a platform's long-term success and profitability.

How can a great UX design lead to building a successful digital marketing campaign?

UX design principles can be used to build a digital marketing campaign that is more effective at influencing user behaviour and achieving business goals. Here are some key principles to consider:

Clarity and simplicity: Keep the message simple and clear, avoiding jargon or complex language that could confuse or alienate the audience. Use clear and concise messaging that communicates the value proposition of your product or service.

Social proof: Use social proof to demonstrate that others have had a positive experience with your brand, product, or service. This can include customer reviews, ratings, testimonials, or case studies.

Scarcity: Use the principle of scarcity to create a sense of urgency and encourage users to take action. This can include limited-time offers, exclusive deals, or the number of items remaining in stock.

Authority: Establish your authority in the industry by highlighting your expertise, experience, or industry awards. Use credible sources, such as industry publications, to provide evidence of your expertise.

Reciprocity: Offer something of value to the user in exchange for their contact information or purchase. This can include free resources, such as ebooks or whitepapers, or exclusive discounts or promotions.

Consistency: Ensure that your messaging and branding are consistent across all channels and touchpoints. This includes your website, social media, email, and other marketing materials.

Emotion: Use emotional appeals to connect with your audience on a deeper level. This can include creating an emotional story around your brand or product, or using evocative imagery or language.

Where does ZEUX see itself in upcoming years with the growing competition?

As such, there is not much competition for true UX design companies. There are certainly a lot of design companies who claim to do UX but they lack a deep understanding of the science in design, have little or no understanding of cognitive psychology and behavioural science, and do not follow a user-centred design approach which includes involving the users in the design process.

So in a way, our challenge is to create awareness with our clients on what truly UX is and what it takes to enable best-in-class UX. In a very short span of time, ZEUX has become India’s leading UX design company and we expect to take the pole position within the next two years. We are now looking to expand into new geographies. In the long-term, our vision is to become a top player in the global UX industry, renowned for both our design expertise and strategic consulting services.

Please throw some light on India’s UX design industry and upcoming trends.

India’s UX design industry has grown significantly in recent years, driven by the increasing adoption of digital technologies and a rise in demand for user-centered design. According to a report by NASSCOM, the Indian UX design industry is expected to reach $9 billion by 2025, with a growth rate of 20%. As a result, there has been a surge in the number of UX design agencies, start-ups, and freelancers in India.

Also, as customers become more demanding, businesses are scrambling to reinvent themselves. Simply creating a digital product or service and expecting users to flock to it is a thing of the past. Nowadays, companies are competing in the UX space. Smaller screen sizes have forced digital experiences to be clutter-free and laser-focused. UX leaders who have made UX a strategic imperative are consistently beating the market index, even during difficult economic times. India is currently leading the UX/UI narrative, with businesses providing digital presence across crucial platforms to convert users' informational intentions into intentions to buy, transact, engage, or contribute. 

As far as trends are concerned, we generally advise against blindly chasing design trends as every business has a unique customer segment and business objectives. However, from a strategic perspective, here are three big-picture trends that are gaining ground in India:

Simplicity over Featuritis: More and more the realization has dawned on the end clients that simplicity is inversely proportional to the number of features. There will be a huge focus now on creating interfaces that are clean and uncluttered, with a focus on usability and function.

Inclusive design: Designers are paying more attention to creating experiences that are accessible to everyone, including people with disabilities, by focusing on factors such as readability, colour contrast, and navigation.

AI-powered UX: Designers are using AI-powered tools to analyse user behaviour, generate insights, and automate design tasks. This trend is expected to accelerate as AI and machine learning technologies continue to mature, and UX designers find new ways to leverage these tools to create more personalized and engaging experiences for users.