Team & Duration

Rajat Bagga
Karan Dargan

6 Months
August 2016 - January 2017

Role 

Product Head

Angad Bhatia
COO - Indiatimes Lifestyle Network
Times Internet

Problem

IndiaTimes had a strong user base from Facebook engagements but users usually got confused it to be with or part of “Time of India”, hence needed a strong brand makeover and presence on every platform to target young adults (millennial) age group.

Branding Collaboration

IndiaTimes collaborated with Animal Designs Agency to work on branding elements including Logo, Colors, Illustration, Creatives and Typography.

Competetive Analysis

We analyzed all media platforms which have a strong user base and popular among focus group.

--  How these platforms are making their platform engaging?
--  How can we evolve IndiaTimes interface to distinguish from others and provide our unique experience while keeping it familiar?

Cross-Platform

Following are the critical touchpoints for cross-platform experience. 

Beta Version 

We created a high-fidelity design for all the platforms, based on updated branding and typography.

iOS & Android

Desktop & Mobile Web

Testing & Feedback

• Branding & UI was very similar to another popular platform.
• Brief section experience was not contributing to the engagement.
• Beta Version design was not exciting enough for ideal brand appeal.

Final Design

🎖

Reflection

This was my first time to work on a big product and company. I learnt a lot about communication and the importance of the design process. In the approach of establishing a brand, we made compromises with usability. And I learnt that for a platform where reading experience is really important, more time and emergency should be used to work on typography and reading usability. 

If working hard on concept ideas, it's important to get proper feedback on them. Without feedback or critique session I was feeling lost in the process, which resulted in low creative confidence. 

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