Tata Neu
Designing a one-stop solution for all users of Tata
Bringing all of Tata’s services within a single platform to create an omnichannel experience for the brand’s Indian consumers
One of India’s and the world’s largest business groups, Tata Group is a multinational conglomerate prevalent in a wide range of industries. On April 7, 2022, Tata Group launched a super app first of its kind, Tata Neu, and the nation saw it loud and clear during Tata IPL, 2022 edition.
With design thinking and detailed brainstorming sessions, we began the incredible journey of building this app from the ground up.
Challenge
Designing a super app brings with it an elaborate mix of technical, user, and business challenges. It requires a deep understanding of the market, timely planning, continuous iteration, and tweaks to create an effective super app.
A major challenge in designing Tata Neu was bringing multiple services under one roof. It required creating a cohesive experience in alignment with design principles, while staying true to each product and service’s different needs. Finding the right balance between flexibility and consistency was key here.
The super app’s offerings are as diverse as the user base and needs. Users come looking for different things, from buying everyday groceries to booking flights, and everything in between. Catering to such a huge and varied user base was an exciting challenge that demanded constant effort and refinement.
Industry
E-commerceFintechTravelCustomer supportServices
UI UX designMotion graphic designCreative Quotient
UI UX designersMotion graphic designer
Our approach
This collaboration was not only between two teams, but one that brought multiple teams together. By working alongside the product, design, and development teams, we resolved key issues from scratch to deliver a seamless user experience, improve customer satisfaction, retention, and brand loyalty. A series of long, elaborate effort resulted in the super app, Tata Neu, as you see it today.
From the initial stage of design to the final stage of testing, every feature received special attention to ensure the application’s quality and experience remain seamless, polished, and top-notch. Such rigorous testing helped us close the design loop and deliver a product that performs flawlessly in the real world!
Understanding the users
Essentials
These users are who primarily use the app for essential needs like grocery shopping, bill payments, and basic shopping.
Lifestyle
Users who rely on Tata Neu for specific needs, whether it’s booking travel experiences or accessing luxury brands for lifestyle and shopping purposes.
Finance
This category of users focuses on financial products within Tata Neu, including services related to loans, investments, and insurance.
Diverse business verticals. Varied design languages & brand guidelines.
Clear design language. Structured design system. Solid base of consistent and intuitive experience.
Creating NEU experiences!
Quick grocery shopping with Tata’s BigBasket
Personalized dining and exclusive deals with Tata’s Qmin
Wholesome travel experience with Tata’s AirIndia, Taj, and more!
Finance management made simple with TataPay
The entirety of Tata, now a tap away
An E-commerce powerhouse
The super app is a home to many different types of products from a variety of categories, be it fashion, electronics, or groceries. We revamped the widgets to suit the diverse product offerings, and design an intuitive browsing experience for each. By keeping the design clean and the user journey simple, we made it easier for shoppers to quickly find what they came looking for. A smooth and enjoyable shopping experience - guaranteed.
Design system for consistency
The design of this super app dwelled in the details. Multiple brands, each with their own set of guidelines, nested under one platform - Tata Neu. We tackled this challenge by building a uniform design system that defined colors, typography, components, guidelines, and most importantly - documentation, to ensure an intuitive and cohesive user experience. Each component involved was shared with tailored guidelines and benchmarks to solidify familiarity across different verticals. Of course, consistency was key.
The result
Our collaboration with Tata Neu resulted in a strong design system, and consequently, wonderful user experiences. From a journey that started between a few teams to one with over 50M+ users, sharing this experience with Tata Neu has been delightful! 🎉