Most Indian apps are still designed for the top 10% - urban, English-speaking, digitally fluent users. But the highest number of users who are untapped live beyond this bubble. Designing for the remaining 90% comes with challenges: limited literacy, patchy internet, multiple languages, shared devices, & deep-rooted behavioral patterns. When these aren’t understood, products alienate more than they include, leading to mistrust, drop-offs, & missed impact at scale.
As a UX designer who believes design is activism, I started research on how India behaves & how it reacts to different experiences. I've created THE PLAYBOOK FOR INDIAN USERS, which talks about different personas, behavioural patterns, how companies tapped into all sectors to be successful, etc. This talk will be about the same.