Cut-Through Takes A Business, Not A Designer

There are officially 22 languages in India – and that doesn’t count the scores of scripts and dialects still used across the country. Communication is therefore a key focus for any brand operating in India, and no small task for India’s largest online marketplace: Flipkart.

As Director for Design and UX, Vivek Juyal is tasked with tailoring the Flipkart experience to audience preferences and attitudes. Although Vivek uses various strategies to guide his team, he realises that breakthrough experiences can’t depend on the design team alone – creativity must be expected from all departments across the business.

In a market defined by cultural diversity, discover the approach to personalising experiences for one of India’s largest digital brands.