Service design in India


India, the sixth largest economy in the world, offers a large market and at the same time diversity in businesses. The Services sector, with a share of 55.2% in India’s Gross Value Added (GVA) continued to be the key driver of India’s economic growth in 2017-18, as stated in the Economic Survey 2017-18. Indian market offers diversity in cultures, religions, traditions, rituals hence there is a whole spectrum of consumers in India. With the advent of technology, Indian consumers are becoming more demanding and are asserting himself/herself to get his / her aspirations satisfied. To better understand the Indian consumer, to meet the needs and aspirations of this assertive, active, enlightened consumer, Indian businesses and multinational corporations will need a holistic approach towards carefully designing the services offered to consumers. We believe having SDN India chapter can be critical for the growth of service design-driven organizations and Academia. It can be the potential futuristic platform for service design activities like sharing, meeting, creating, collaborating.

Dr. Vidya Priya Rao
Dr. Vidya Priya Rao - Founder and Visiting Faculty Innovatus Marketers Touchpoint LLP

As a design thinking and service design decoder, and a PhD in design thinking, Vidya brings something different than the usual: a multi-lens approach to connect seemingly irrelevant dots. With over 20 years of experience in the industry, she combines her teaching experience at business schools in India, being a passionate promoter of Service Design Network in India, an entrepreneur of a consulting firm (Innovatus Marketers Touchpoint LLP), and an author, to blend deep real-world leadership experience to help people and organizations thrive in the midst of change and uncertainty. Using a combination of engaging stories, evidence-based approach and practical techniques, with human-centric goals and cross-departmental collaboration, her sessions are customized to have the biggest possible impact by achieving the desired outcome. She pushes her audience to think differently and engage their teams as they face the challenge of change, disruption, innovation. Vidya shows her participants: how to anticipate the future; understand and resolve unmet customer and future workforce needs to humanize the brand; spot, prioritize, and pursue opportunities; reimagine and revisit business models; invest in intelligent automation; manage risk; develop high-performing teams; and build a design-led innovation culture, with the aim for return on investment. She is based in Mumbai, India.