The 21st century is witnessing the emergence of the digital world. The technological shift is accountable for the emergence, which has become persistent for individuals. It has left behind the traditional way of interactivity and brand experiences across channels. It has incorporated physical and digital interactions. Subsequently, the approach has changed from ‘consumers’ to ‘users’, which has led to personalized and interconnected user-centric experiences. This shift requires an understanding of the audience and a cohesive narrative to create a more engaging and impactful user experience to achieve a desirable outcome.
A pragmatic trailblazer, Deepika Dutta Kapoor, Head of UX Practice at Newgen Software, kept pace with the emerging technologies and customer requirements to keep drafting engaging digital experiences with user-centric designs. She stayed curious to explore these novel technological shifts, which paved her path towards becoming the Leader in Enterprise Design.
Deepika is a force to be reckoned with in the design world. A 3x LinkedIn Top Voice in Leadership, UX & UED, she’s not just a leader – she’s a visionary. Recognized as a 2019 Nasscom Disruptor, Deepika is at the forefront of innovation, shaping the future of user experience across web, mobile, and emerging technologies.
Her two decades of experience are a testament to her dedication to the craft. As a strategic UX Leader at Newgen, she spearheads design teams, guiding and mentoring Interaction and Visual Designers. However, her influence extends far beyond the walls of her company.
A passionate design evangelist, Deepika is a street artist who uses her art to raise awareness. She’s also a pillar of the design community, serving as a jury member at various UX awards and design universities. Her dedication to empowering fellow designers in India is truly inspiring.
Deepika is more than just a leader; she’s an innovator, a disruptor, and a champion for the design community. Her work and passion are making a real impact on the industry.
A Journey from Consumers to Users
Deepika’s journey in design and leadership has been intertwined with the dramatic evolution of technology and its impact on customer engagement. In the early years of her career, the focus was on crafting comprehensive brand experiences across traditional channels like print media and television. Deepika meticulously studied the consumers, built detailed personas, and segmented them to understand their preferences.
The dot-com boom changed everything. The digital landscape exploded with new channels like microsites, banner ads, and interactive kiosks. She embraced this shift, creating digital campaigns and even experimenting with early “Phygital” concepts that blended physical and digital interactions. These innovations laid the groundwork for the seamless and interconnected experiences that UX designers strive for today.
Deepika delved into the principles of usability, prioritizing user-centric design to create intuitive and engaging digital experiences. The concept of “Omnichannel” emerged, emphasizing the importance of providing consistent and personalized experiences across multiple channels.
In the era of hyper-personalization, AI and data analytics enable UX designers to tailor experiences to individual users. Deepika adds, “As a leader, I’ve had to be creative and innovate the design strategy to continuously keep pace with these changes. I’ve also prioritized building diverse and agile teams capable of responding to the evolving needs of our users and business.”
She believes, “The key to successful design and leadership in this rapidly evolving landscape is to be a proactive change maker, guide our teams effectively, and follow the mantra of Keep iterating. Keep evolving.”
‘Phygital’: Building Interconnected Experiences
The term “Phygital” perfectly encapsulates the blending of physical and digital experiences that Deepika witnessed early in her career. Working with traditional offline advertising mediums, she quickly realized the importance of understanding the target audience and tailoring messages to resonate with them. This laid the foundation for her comprehension of user experience, emphasizing the consideration of their needs and preferences in every aspect of design.
Moreover, the increase of the internet opened her eyes to the possibilities of moving from inches to pixels, and she embraced the challenge of creating engaging digital concepts. Transitioning loyalty programs from paper coupons to interactive web experiences was a pivotal moment, highlighting the potential of merging physical and digital interactions to create seamless user experiences. This experience solidified Deepika’s belief that the future of design lies in creating interconnected experiences that cater to users across multiple touchpoints.
The rise of mobile devices further amplified this concept as she delved into mobile UX design for enterprises in the Banking, Telecom and Technology sectors. Enterprise design brought unique challenges, such as intricate legacy products yet complex systems, diverse stakeholders, including C-suite executives, and a need to balance innovation with the stability required for enterprise solutions. It also reinforced the importance of understanding the user’s context within the larger enterprise ecosystem.
Deepika’s early experiences in visual communication design and digital experiences shaped her perception of user experience. They taught her the importance of solution-oriented design, adaptability, and the ability to bridge the gap between physical and digital interactions. These lessons have been invaluable as she guides the next generation of designers to create contextual and purpose-driven design experiences that truly resonate with users.
Design Systems: Backbone of Successful Enterprise UX
Deepika’s philosophy on design systems stems from her early days working with brand guidelines, which were essentially a precursor to the robust systems we have today. But design systems are so much more than just fonts and colours. They’re a way of thinking, a shared language that empowers teams to focus on truly innovative work.
Deepika shares, “A successful product design system hinges on a few key principles. First, you need dedicated ownership – a core team that acts as the system’s stewards, constantly updating and refining it. It’s a big responsibility but a crucial one. Second, you need to approach it scientifically. Design systems aren’t arbitrary; they’re built for efficiency by creating standardization and consistency in interactions, visual elements and terminology. The system rules are designed with an underlying deep understanding of how people interact with products.”
Scalability and adaptability also play crucial roles in setting up the design system. Enterprise software is complex, and the system needs to be able to grow and change with it. That means regular communication with multiple teams and a willingness to evolve alongside the organization and the products you are designing.
Ultimately, a well-designed system empowers everyone. By providing a clear framework and reusable components, it frees designers to focus on the bigger picture – solving complex problems and pushing the boundaries of what’s possible. It’s the backbone of a successful enterprise UX strategy, reducing chaos, promoting consistency and encouraging a culture of innovation.
Send the Elevator Back Down: Designer’s Philosophy
Throughout her career, ‘sending the elevator back down’ has been more than just a metaphor; it’s been a core philosophy, and she has achieved this through a multi-faceted approach.
She says, “Empowering designers and building a solution-oriented mindset is a passion of mine. It’s about creating an environment where everyone feels valued and heard.” Mentorship is experienced designers sharing knowledge with newer ones, whether formally or over a casual conversation. More than ever and more than anyone else, people building experiences should prioritize continuous learning to keep their skills fresh.
Autonomy is another big one. Clear expectations, the right direction and resources, and trust in the team’s ability to deliver builds confidence and a sense of ownership. To spread design thinking throughout an organization, designers should integrate design principles into every step of product development. Design should not be an afterthought; it should be central to the process.
Team Building: Nurturing a Strong Culture by Inspiring Confidence and Encouraging Exploration
Leading diverse teams across the globe has been a rewarding journey for Deepika. Her approach prioritizes timely communication, trust, and approachability. She focused on building trust by assuming positive intent and minimizing micromanagement. This empowers team members and builds a sense of ownership. Effective communication is key for a sense of belonging. Deepika strives to create an environment where innovative ideas flourish, and the team embraces risk-taking and experimentation. This means being accessible, whether through scheduled one-on-ones or informal connections.
In addition, while working with geographically distributed teams, she encourages proactive transparency and early information sharing to enable informed decisions. Deepika has also found that integrating video calls helps maintain a personal connection and enhances understanding across cultural nuances.
She believes, “Encouraging open communication and being approachable are key to fostering collaboration and a shared vision across diverse cultures and time zones. As a design leader, I promote an experimental mindset and support my team in taking risks and exploring innovative ideas.”
Through her experience, Deepika learned that scaling a team while keeping the quality high and the culture strong comes down to a few things. First and foremost, it’s about trust. Giving team members the autonomy to do their best work, free from micromanagement, often leads to the best outcomes. Of course, team leaders need to pair that with clear communication and lots of listening. It’s a two-way street where everyone feels heard and valued. This creates a real sense of connection, giving wings to creative ideas and bringing in perspectives even when everyone is working independently.
“Second, I believe in being approachable.” A leader sets the tone for the entire team. If they are open and accessible, it encourages others to do the same. This can lead to better collaboration, faster problem-solving and a more supportive environment overall.
Deepika shares, “It’s important to remember that every team is different, and the DNA of each organization is also different. What works for one might not work for another. It’s about staying adaptable and adjusting as needed.” This could involve changing communication styles, offering different types of support, or even revisiting team goals. “Ultimately, the goal is to create an environment where everyone feels empowered to contribute their best while also feeling connected to a shared purpose, vision and culture.”, she adds.
Shaping the Future of Enterprise Software: Emerging Trends and AI
Deepika says that the future of designing enterprise software experiences will be profoundly shaped by several emerging trends and technologies. She highlights the significant impact of conversational interfaces, which are set to revolutionize user interactions within enterprises. Moving beyond traditional touch interfaces, these conversational systems, powered by advanced AI, will facilitate seamless interactions through voice and chat, making user engagement more intuitive and efficient.
She also emphasizes the rise of empathetic UX testing, where understanding users’ emotional and cognitive states will become crucial. This shift will enable the creation of more emotionally resonant and user-centric products. In her talks at various conferences, Deepika has often discussed how AI is driving these changes and transforming the landscape of design.
Additionally, Deepika sees the evolution of smart dashboards transforming how enterprises make decisions. These dynamic tools will provide actionable insights and recommendations, empowering leaders to make informed choices quickly. The advancement of low-code platforms will also play a significant role, allowing organizations to build sophisticated, AI-driven applications with minimal coding effort, enhancing agility and innovation.
Lastly, she emphasizes the importance of conscious AI, which focuses on ethical design and accessibility. By ensuring that digital products are inclusive and transparent, organizations can build trust and create genuinely helpful experiences for all users.
To navigate these changes, Deepika is advocating for a proactive approach that includes continuous experimentation, embracing new technologies, and nurturing a culture of innovation and ethical responsibility within the organization. This forward-thinking mindset will be essential for enterprise design studios to thrive in the dynamic and increasingly complex digital environment.
How does Deepika view the role of AI in shaping the future of design and innovation?
Deepika passionately believes in the transformative power of AI and its pivotal role in shaping the future of design and beyond. For those born in the era of AI, this technology is an integral part of their foundation, promoting rapid innovation and creativity. This generation’s inherent familiarity with AI enables them to work at remarkable speeds and with unparalleled creativity. However, Deepika highlights that those who witnessed the dawn of AI possess a wealth of wisdom and nuanced understanding, which allows them to apply AI in more sophisticated and experienced ways.
“AI is here to stay,” Deepika emphasizes, urging everyone to acknowledge its permanence. The pace of advancement and investment in AI is staggering, with significant developments occurring every few months. For both individuals and enterprises, AI simplifies complex information, making it easily digestible.
One of the most liberating aspects of AI, according to Deepika, is its ability to eliminate hesitation and friction in seeking information. AI doesn’t judge, allowing individuals to ask any questions freely, cherishing a more open and inquisitive environment, and bridging the digital divide.
Deepika firmly believes that AI is not a replacement for humans but a lens through which we can see further and clearer.
