TCS Perspectives

TCS Perspectives is a platform for thought leadership.

It showcases management journal which is published since 2009 for senior business executives.

There are dozens of articles, both timely and timeless, from TCS experts on a range of digital transformation topics
from business model evolution, digital product and service innovation, and digital marketing to how technologies
like artificial intelligence, cloud computing, the Internet of Things, and analytics are revolutionizing businesses.

About TCS Perspectives

TCS Perspectives features interviews with a management and technology experts as well as case studies on
leading companies. These interviews are broadcast in videos & podcast format in TCS perspectives.

The Objective of this platform is to spread knowledge by continually published new thought leadership articles,
as well as findings from research conducted by our thought leadership think tank, the TCS Business 4.0 Thought
Leadership Institute.

Not only this platform showcase the direction of the growth of TCS as well as the IT Industry across the world.

With a platform like TCS Perspectives, a journal with futuristic insights to
strategy and technology, the possibilities are immense.

My Role: Researcher, Interaction designer & Visual designer.
Team size: 4 designers
Duration: 3 months

Problem statement

TCS designLAB was approached by the Content Management team at CIO office with the task of Reimaging the platform
by making a ecosystem for Thought Leadership with an all-new face which elevate the experience.

Understanding the problem

Current TCS Perspectives – link

At first glance, it was pretty evident that the task at hand was going to be much more that just changing
the ‘look and feel’ of the existing website with a visual design refresh.
After a series of discussions with the client team, the patterns started to emerge.

More than 50% of what was wrong with the existing website & App could be attributed to the user experience than
the underlying technology that made it possible.

Though the observations on the website bordered and App around being ‘uninspiring’, ‘unintuitive’, and ‘plain’,
the client team was equally concerned about the platform failing to grow into a knowledge repository despite having vast
knowledge and 13 editions of Journals

In its existing platform, the presentation of the content doesn’t inspire the user, being extremely long,
did not make their lives any easier either. The platform also did little to inform the users on the
content meta-deta, no option to interact, no related/linked assets, etc. In short, the users had not choice
but to search outside the platform.

Also the statistics pulled from the back-end of the current application is not pleasant and uninspiring.

Strategy for Reimagining TCS perspectives

An effective branding strategy puts us ahead of our competitors. True. But what exactly is ‘branding’?
Simply put, it is what differentiates us from the ‘others’. The brand is derived from who we are, what we want to be
and how we want people to perceive us.

So from a monocle approach to the brand, we propose a one, two and three point perspectives that allows us to look at the
branding in a three-dimensional way. It will allow us to bring versatility and flexibility to design and brand management.

TCS perspective strategy document

Design Methodology

Discover — understanding the problem(s) and developing insights

Design — the area to focus upon

Develop — potential solutions to the problem(s)

Deliver — solutions that work


Design deliverables


Discover phase is where our designers think aloud (divergent mode of thinking), talk to/observe users, ask the right set of
questions, identify pain points, and develop insights. Discovery is key to creating an informed user experience.

We use different research methodologies to gather information from users and business teams to understand their goals and
needs, and learn about their dislikes and pain points.

In Desk research we did a deep analysis of the current website and the app to find the issues in them like how the user flow,
which all features are working in the site , how the customer journey map is , researching about the stakeholders
and the purpose of the website/app .

The research was divided into 2 phases
1. Primary Research – in this phase we researched about working of the website and app, user flow, to understand end user.
2. Secondary Research – in this phase we compared our finding within & other competitors and re-evaluate our findings.

Personal Interview

We had personal interview with 5 users which helped us in providing insights of the website and the app,
it also helped us providing informations on how they they want the website/ app be like as an end product.
We collect feedback on how they feel about our current website and app, asking about their feeling if they
are comfortable with the current website/app features and what are there expectations of the website/app.

Interviews also helps in providing insights of any features they want to see in the website/app or any features
of the competitor they liked which they might want to see in our website/app.

Heuristic Analysis

To do the heuristic analysis of the website; we followed the 10 Principles of general principles by Jakob Nielsen.
From the heuristics evaluation we observed that were many issues with website/app. We observed that there were many
features which couldn’t be able to access for the user which causes confusion to the users, other issues were like
the hover option isn’t working we could divided the errors in 3 levels of issues as follows:

-There were few high level issues in the site as well as the app
( eg- Selection is not highlighted, which causes ambiguity between selected and non-selected tabs.)

-There were many medium level of issues with the of the site and app
(eg- Hover card is not clearly highlighted, the contrast of current highlight is very low.)

-There were few low level issues too with the site and the app
(Eg- The Follow us button shouldn’t be like a section in the home page\, it can either be a simple icon on the footer
or header for the user.)

Doing the heuristic evaluations helps us in understanding the website/app issues and the it helps us in understanding
the website and app, where all we can solve these issues.

Heuristic Analysis document.

Competitor Analysis

For competitors analysis of the website we had 4 competitors which were as follows;
1. McKinsey
2. Deloitte
3. IBM
4. Accenture
McKinsey and Deloitte website has a few features which provides comfort for the user to use their website, these website’s are
very to access which provides comfort with to the user, even the navigation of website is easy for the users to understand
and they can easily find the features of the website, even the flow of content in the website is simple and minimal,

Websites of IBM and Accenture have simple design and are user friendly.

Competitor Analysis document.

User Segmentation

Identifying Users and Grouping together.

Insights from Discover phase

Based on our research, the following points were identified:

1. Make the Platform more intuitive.
2. Tag the related assets and links with the article.
3. Make the Information Architecture and Taxonomy more structured.
4. Presenting the user a simplified experience here was imperative to the success of the project.
5. Keep the participants informed–ensure that the right information was provided at the places they are most likely to be looked for.
Fixing the website’s navigation was also important in getting this right. The website has to tell the users where they were,
what they did the last time, and what could they expect in the future.
6. Increase the audience engagement beyond the Sept-Dec yearly window (when the entries would be open for submission).
7. Elevate the platform to the status of a knowledge repository, where TATA group employees would come to for any information
on innovation within the group.
8. Improve the overall website experience by creating a refreshed visual design aligned to the current trends in web design,
while remaining nimble to adapt to changes in future.


This is where we define the scope, prioritize needs and zero-in on the key problems/needs of the user.
In this phase, we draw insights from the data collected during the discovery phase and lock down on core requirements based
upon those influences.

User Persona

Persona are fictional characters, which you create based upon your research to represent the different user types
that might use your service, product, site, or brand in a similar way.

Persona document

Affinity mapping

Organize and grouping ideas and data.

Empathy mapping

An empathy map is a collaborative visualization used to articulate what we know about a particular type of user.
It externalizes knowledge about users in order to :
1. Create a shared understanding of user needs
2. Aid in decision making.

User Journey

Mapping the relationship between a user and an organization over time across all channels.

Information Architecture

Grouping and organizing Information in an application.

IA document


Interaction design

Wireframe web link



Wireframe mobile link


Visual Design

Clickable web prototype link


Clickable mobile prototype link

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