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TATA Motors.
Owners Community


A single platform for new and potential customers that showcases the world of TML beyond owning a car.


ROLE:
Associate Design Director

Hypothesis: A genuine need for community.
TATA Motors has a passionate customer base and online communities ready to advocate for the brand. By pinpointing influential customers and creating customised tools to leverage their social networks, we could create a platform where even passive customers engage, sharing and learning from each other's ownership experiences. 

Understand the context

Competitor research:
We compiled a list of automotive and non automotive brands, and compared the different features across them

Stakeholder workshop:
We gathered stakeholders and subject matter experts from across the business. This helped us all understand users issues and find creative solutions to the biggest issues

Voice of the customer:
We spoke to the people that matter most to make sure we a solving a problem for them, to understand their priorities and get inspiration for product ideas. This helped create a consensus for the design, project teams to ensure we are building the right things.

We surveyed 237 real owners:
  • 60% - Are interested in connecting with other vehicle owners
  • 24% would look to TATA Motors as for knowledge sharing
  • 33% interact with TATA Motors via Email. (Only 12.11% via WhatsApp)
  • 25% speak to dealerships for vehicle related support
  • 21% get easier access to professional help online from their favourite brand

We generated 100+ ideas

To ensure our ideas were helping us become more commercially viable, each new feature was scored against the KPIs:

Will it…
Increase referrals ✓
Retain existing customers ✓
Increase value per customers ✓
Increase active monthly users ✓
Reduce support calls ✓
Reduce turn around time to queries ✓

How might we..

We categorised features ideas into the following themes:

1

Make it personal
Ensure users feel valued by tailoring content to their specific vehicle and ownership history.

2

Make it intuitive and inclusive
Welcome feedback and assist busy customers by streamlining solutions. Foster a safe environment for all.


3

Inspire trust
Maintain authenticity by showcasing member expertise levels in community help and discussions.

4

Enable discovery
Enhance community accessibility by guiding new users and offering incentives to join.

5

Engage the extended circle
Encourage members to include family and friends, and consider organising events together to engage future generations.

6

Trigger frequent usage
Encourage frequent usage by retaining users and encouraging return visits from signed-out members.

Feature 
prioritisation

Each concept was subsequently scored using the ICE method: Impact, assessing its potential effect on our KPIs; Confidence, gauging our certainty in its ability to attain the specified KPIs; and Ease, evaluating the simplicity of its design and construction
 
 


The solution


Forum led product model
The customers we spoke to wanted to find support and help other owners as a core need. By keeping on the Forum as the priority feature we will get them into the interaction and connect them with likeminded owners for general discussion.

Features
Log in ✓
Membership (Homepage) ✓
Discussions ✓
Moderation ✓
Events ✓
Search ✓
Tribe ✓
My Activity ✓






 

Membership (Homepage)

Upon logging in, owners are immediately engaged with personalised content tailored to their vehicle and interests chosen during onboarding.

  

Events

Members can discover and book official TML events, viewing event details and attendee lists.
  

Discussions

The platform offers online support and discussions for TML and other vehicle owners. Members share knowledge, experiences, or polls to help others, or they can read, like, and save posts for later use.

Moderation

To ensures all members have an enjoyable and productive experience, Users can report a comment, post or user. We can made certain blacklisted words didn’t get used on the community

Exclusive tribes

We merged ‘Soul’ and ‘Evolve’ websites into one portal for promoting events and discussions, simplifying communication about what's included and happening.

My activity

By providing a space for users to access all their posts, reactions, and saved items, we cab encourage frequent usage and celebrated our members' contributions.

Deliverables

 
Each epic was been designed to capture the various states and interactions. Explanations of each design has been created for the developers to start their work

My Involvement

As Associate Design Director, I led a team of seven designers over 16 weeks to research and design the TATA Motors Owners Community platform. I facilitated open communication, led feedback sessions, assigned tasks and ensured alignment with project goals, resulting in a streamlined process that kept us on track and delivered high-quality results.
© Asif Khan 2025