Distinguished for Innovative Design
Excellence in UI/UX and Product Design
BENGALURU, India, May 2, 2024
/PRNewswire/ --Tata Elxsi, a global leader in design and technology
services, has won two iF DESIGN AWARDs in User Experience Design,
for its Sports and Entertainment OTT Experience solution, and
Product Design, for the 'Aha!' Tea Vending Machine for Chaayos.
The competition was intense; over 11,000 entries were submitted
from 72 countries. A jury of 132 independent design experts from
all over the world handpicked the final winner.
The Sports and Entertainment OTT Experience
solution, developed by Tata Elxsi and recipient of the User
Experience Design award, offers synchronised real-time data and
user controls, enabling a seamless, premium sports viewing
experience. The solution addresses the saturated streaming market
by targeting millennials and Gen Z across diverse regions. The new
solution streamlines multiple products into one platform, fostering
brand loyalty and user engagement through AI-powered immersive ads
and innovative monetisation opportunities.
Tata Elxsi developed the 'Aha!' tea vending machine for
Chaayos, to bring authentic chai experiences to workplaces
and academic institutions. Recently launched in the market, the
'Aha' machine is a one-of-a-kind, IoT-enabled device, catering to
the Indian market, with up to 50 customisation options directly
from users' phones. In a matter of less than 30 seconds, users can
enjoy a freshly brewed cup of chai. Embracing sustainable design
practices, Aha! stands out as a sustainability champion, crafting
every cup with 100% natural ingredients and streamlining processes
to reduce waste to less than 1%. This innovative solution was
adjudged the winner in the Product Design category.
Mohit Malik, CTO,
Chaayos, said, "Tata Elxsi's expertise in the
vending category and their strong design team has been instrumental
in elevating our next-gen machines to offer a much better customer
experience. Their approach to design, usability and
manufacturability has delivered the product that is not only
visually appealing but high on consumer engagement. It is a great
masterpiece that demonstrates the seamless integration of design,
technology and consumer experience. We are thrilled with the
outcome and proud of Tata Elxsi's recognition at the iF DESIGN
AWARD 2024."
"Designing products that foster a strong affinity with users
and embed sustainability has become essential. At Tata Elxsi, this
approach allows our design teams to consistently deliver solutions
that not only meet but exceed our clients' expectations. We are
delighted that some of our work has been recognised at the
prestigious iF DESIGN AWARD 2024," Shyam Sunder B K, Chief
Designer, Tata Elxsi.
"This recognition reaffirms our dedication to shaping the
future of User Experience Design in the dynamic world of OTT
platforms. Winning this prestigious award fuels our team's drive to
keep revolutionising the streaming industry with fresh, captivating
experiences," Utkarsh
Biradar, Chief Designer, Experience at Tata Elxsi.
Each year, the world's oldest independent design organisation,
Hannover-based iF International
Forum Design GmbH, organises the iF DESIGN AWARD, recognised as an
arbiter of quality for excellent design since 1954. The award
honors design achievements in all disciplines: product, packaging,
communication and service design, architecture, and interior
architecture as well as professional concept, user experience (UX),
and user interface (UI).
About Tata Elxsi
Tata Elxsi is a fully integrated global design and technology
consultancy, creating innovative products, services and experiences
to build brands and help businesses grow. It has a
multi-disciplinary team of over 13,000 design researchers,
strategists, product, UX/UI designers, technologists, and
engineers. Tata Elxsi helps clients globally to bring new ideas and
award-winning products and services to market. For over 30 years,
we have been helping brands differentiate and win.
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SOURCE TATA Elxsi