TATA Motors
Redefine a best in class experience by creating a seamless, emotional & lasting connection with customers
ROLE:
Associate Design Director
I helped lead the creation of a new web experience for TATA Motors, directing the design across the full customer lifecycle: Discover, Learn, Try, Buy, Service, and Renew. Alongside a unified digital experience, the team also restructured the brand architecture to place renewed emphasis on ownership, everyday aspirations, and the pride of being part of the TATA family
Associate Design Director
I helped lead the creation of a new web experience for TATA Motors, directing the design across the full customer lifecycle: Discover, Learn, Try, Buy, Service, and Renew. Alongside a unified digital experience, the team also restructured the brand architecture to place renewed emphasis on ownership, everyday aspirations, and the pride of being part of the TATA family
Stories not stats
We designed product pages that use rich content and lifestyle images to tell the vehicle's story
We designed product pages that use rich content and lifestyle images to tell the vehicle's story
Curated for your lifestyle
We created a vehicle configuration process based on desirability, usage, interior and exterior configurations and choice of fuel.
We created a vehicle configuration process based on desirability, usage, interior and exterior configurations and choice of fuel.
Engaging the community
Through customer interviews and surveys the team identified a genuine need for owners to help one another get the most out of their car. We created a forum for likeminded owners to create connection and discussions, and supported this with live events for members to meet and go somewhere together.
Through customer interviews and surveys the team identified a genuine need for owners to help one another get the most out of their car. We created a forum for likeminded owners to create connection and discussions, and supported this with live events for members to meet and go somewhere together.
Encouraging frequent usage
By clearly communicating the benefits for consumers, the experience fosters consistent usage through tailored offers that can be earned or redeemed, as well as managing referrals.
By clearly communicating the benefits for consumers, the experience fosters consistent usage through tailored offers that can be earned or redeemed, as well as managing referrals.
A new design vocabulary
Design system and creative concept based around bold typography, space and clean sharp lines
Design system and creative concept based around bold typography, space and clean sharp lines
Approach
In the initial phase, stakeholder sessions, brand audits, and user interviews were essential for understanding and enhancing the brand experience. This informed subsequent strategic decisions, which aimed to realise the end vision through hero journeys, fostering a broader design perspective, and simplifying branding and communication.
Guided by principles and data, decisions were made for an effective rollout, including experience language and content creation guidelines, executed through phased delivery for a successful launch.
Guided by principles and data, decisions were made for an effective rollout, including experience language and content creation guidelines, executed through phased delivery for a successful launch.
Impact
With improved recognition of the TATA Motors brand, the company can effectively communicate its values and mission to customers. By creating a premium experience, TATA Motors can attract new owners and strengthen the loyalty of existing customers. In addition they now have a single platform that will evolve with the lifecycle of any TATA Motors vehicle.
© Asif Khan 2025