Young Designers 2011

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Sudeep Shyamal | sudeep.shyamal@gmail.com

Business Criticality Assessment of New User Experience Design Department

Strategic Design Management | PGDPD
Guide: Shashank Mehta
Sponsor: LUMIUM Innovations Pvt. Ltd., Ahmedabad

Keywords
New Business Development
User Experience
Criticality Assessment
Entry level Strategy Formulation

The objective of my diploma project was to analyse Lumium’s capabilities of entering the Indian user experience (UX) design market. In order to investigate this issue, it was important to gain an initial understanding about what UX design means in the Indian and global contexts. Based on that, theories were developed and validated through external and internal reviews related to Lumium Innovations.

An initial consideration of the project was done to fully understand the domain. The result of that analysis was a framework for what the skill-sets and process-flow a company requires, for an ideal UX department. This was based on my understanding of several theories I had read in articles and books.

Next, external context analysis helped determine the potential influences on the success or failure of the company entering UX design market. The key strengths were also highlighted. The project discussed profiles that were required by several companies in the UX design domain and validated the ‘process chart’ along with the educational structure of several colleges in India and abroad. By presenting empirical evidence, the external context analysis highlighted areas where Lumium could set up sales offices or a branch for their future expansion and also the positive and negative points regarding the company’s expansion in Ahmedabad.

Based on the analysis and its relationship with ‘domain understanding’, the internal framework was conceived. Insights from both resulted in the ‘final process flow’ for the company. It also suggested the best and most viable entry mode strategy for the company, while taking into consideration the current financial conditions.

The project presented me with an invaluable opportunity to enrich my understanding of UX design. It has sharpened my ability to use design thinking for creating a desired value.