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nitin sethi
Nitin Sethi

Vice President Digital, Indigo Airlines

In the lead up to NASSCOM Design4India Design Awards 2019, we asked our Design Titans jury panelist Nitin Sethi, about how the NASSCOM Design4India Design Awards is impacting the design ecosystem. Here are the key takeaways.

What do you think about the NASSCOM Design4India initiative?

As a participant, it’s a gold mine where you get to meet industry design leaders. I love the initiative from the core of my heart. It’s changing the way design has been perceived. Majority of businesses in India still need to realise the value of design. The ecosystem is becoming better and we are witnessing a huge change. The true potential and scale of the opportunities are yet to be encashed. The platform acts as a big booster between brands and talent. Both individuals and companies can leverage the platform to learn, network, inspire and excel. It’s a great platform to learn and un-learn. I haven’t and will not miss any opportunity to contribute and partner with this initiative.

How do you perceive good design?

Good design is great business. Giving ease to the perspective for better user satisfaction is the ultimate understanding I have built over the years. Design thinking is maturing. It’s moving from a nascent practice to an essential pillar. Design has transformed many lives and helped scale many global brands. A key differentiator between an average and good brand is a great design. Good design adds great customer perspective. There are brands that are trying to digitally transform their businesses, but the ones that succeed are the ones who have adopted design thinking in their culture. These days, in most of these rapidly changing organisations, design is starting to gain greater influence over traditional practices.

How can design-led innovations succeed in today’s disruptive marketplace?

The world needs more customer-centric innovations. Iterative design thinking processes enable many businesses to achieve a continuous change driven mindset for customer delight. Solving problems in human-centered ways through a “solution mindset” in this competitive and disruptive environment is what many successful organisations have achieved to gain a stronger market share. As design thinking practitioners, our mindsets should embrace empathy, optimism, iteration, creativity, ambiguity, simplicity, flexibility and transparency. We should stay focused on the people we are designing to have big business impact on. In present context, brands that employ design thinking are far easier to spot than they used to be.

Your message to upcoming designers and design-led agencies

Design is not a product or a service, but an experience. Get in the field if you are really passionate and love to craft amazing experiences. It’s not easy but totally worth it. Designers needs to start working like entrepreneurs and business owners. And design-led agencies need to start taking projects with a long term partnership model rather than a client/ project base model. This is the best time to be in the design field and lead the change. Just keep one simple rule in mind – great product or services are built by working with customers in the filed and not by sitting in cozy offices. Customer empathy is the ultimate key to build a great career or company.
Do your design-tech creations have the potential to disrupt the innovation ecosystem? Apply for Design Awards 2019: https://design4india.in/designawards2019/
Application deadline: 22 July 2019
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