Experience Design
At Nirvay, we start with first principles to re-imagine the stakeholder’s journey in interacting with the organization. We focus on the design and implementation of interactions that happen across the entire stakeholder (customer/employee/partner) journey and behind-the-scenes activities that enable those experiences to be delivered as planned. Our design approach is user centric which delivers an simple, intelligent, personal and contextual experience.
Client Concerns
Our approach
Strategy Analysis
We understand the business priorities and the target user segments, and the trends in user behaviour in that segment to propose a user-centric design. We conduct user interviews and observational studies to develop detailed user personas representing different user segments, their goals, motivations, and preferences. We then create user journey maps to visualize and analyze the user’s interaction with the product or service across various touch points and channels. We would benchmark the service against the competitors in the same segment, but also against other industries that are pioneers in user experience.
Idea Generation
Based on the analysis done, we look at user personas and build out scenarios. We also take into account the options available in today’s technology and any service improvements that can be done by integrating the technology advancements. We work through the journey maps and look at any enhancements required for tomorrow’s journeys.
Integrating AI Technologies
It’s important for users to experience customized content, product recommendations, and interface layouts based on past interaction and interests. AI enables such personalized experiences by analyzing user data and behaviour patterns. Given the current experiences of users across GenAI tools like ChatGPT, expectations of user experience increase manifold to have a similar intuitive experiences across other interactions on any digital touchpoint.
Service validation
We work on the service specifications, touchpoint design and build low fidelity prototypes. These prototypes are rapidly tested with the users and user behaviour studied, for improving the prototypes. This is an iterative process. We conduct usability testing sessions with real users to gather feedback, identify usability issues, and validate design decisions. We utilize reinforcement learning techniques to adapt and optimize user experiences based on real-time feedback and interactions.
Technology Integration
Once the user comfort is validated, technology development and integration for the mock-up is done. The overall framework is underpinned by developed UX components that are reusable, customizable, and adaptable to business contexts and roles. Implementation is done typically with a pilot user group, any improvements required are done, and then the redesigned service is rolled out to the larger group in the organization.
Performance Monitoring and Optimization
We implement analytics and monitoring tools to track user engagement, satisfaction, and behavior, providing insights for ongoing optimization and refinement. We conduct A/B testing and experimentation to evaluate design variations, AI/ML algorithms, and features, identifying opportunities for improvement and innovation.
Prior Experience
Design of a ‘Single Page Bank’ for internet banking for retail banks, allowing for customers to transact with the Bank with minimal navigation
Improving response time of a Bank’s call center agents from 210 seconds to 110 seconds through better experience design for agents
Design of an app for control and navigation for an electric car
Providing an intuitive interface for an insurance application
Design of an accessibility interface for a financial software business
Dashboards for cloud operations
Dashboard for a complex IT project with more than 300 separate teams
Redesign of CRM use interface for sales officers of large bank to improve efficiency
Improving collaboration amongst employees of a large organization through an intuitive portal