Tata Motors
Designed and led UX/UI transformation for multiple high-priority strategic systems at Tata Motors, including vehicle lifecycle platforms (PV/EV/CV), CIH (Connected Insights Hub), Xcelion application suite, and digital Control Tower environments. Role focused on delivering scalable, persona-driven, and decision-ready UX architecture.
Client
Year
2024 - Present
Industry
Data Engineering & Manufacturing
Role
Product Designer
Challenge
• Each system catered to unique operational personas (L1–L3, business HR, tech analysts)
• Legacy UI lacked scalability and contextual depth for evolving functions
• Critical workflows needed predictable insights for faster strategic outcomes
• No unified UX standard across PV/EV/CV, CIH, Xcelion, and Control Tower platforms
Strategy
Designed a persona-centric interaction model addressing role-based relevance
Built a scalable UI architecture aligned with automotive domain intelligence
Created high-fidelity prototypes to validate operational insight flows
Enabled asset reuse through component-based structural mapping
Ensured adaptability across multiple automotive and manufacturing systems
UX Principles
Applied
• Functional Minimalism – high usability with low visual noise
• Context Depth – layered navigation based on technical vs decision roles
• Data Authority – ensured trust through visual structure and clarity
• Precision Efficiency – reduced cognitive load & time-to-analysis
• Experience Consistency – alignment across multiple platform interfaces
Impact
The initiative focused on streamlining complex workflows across multiple automotive functions and roles. Emphasis was placed on improving insight flow, interaction clarity, and readiness for decision-making across operational and leadership contexts.
Enhanced clarity of insights across shop-floor, control-tower, and analytics modules
Improved efficiency in navigating critical operational workflows
Supported broader usability across L1–L3 personas and business stakeholders
Established a scalable UX foundation aligned with future automotive dashboard evolution
Strengthened alignment across multiple enterprise systems and platforms
Deliverables
• PV/EV/CV digital dashboard ecosystem
• CIH and Xcelion UX blueprints and high-fidelity prototypes
• Control Tower interface suite for JLR Pune and Chennai adaptation
• Design system integration and UI specifications for development teams
