8 Weeks | UX/UI Design | 4 Members
Challenge
During the COVID-19 lockdown, people were grappling with uncertainty and digital fatigue. Tata Motors Finance wanted a campaign to evoke optimism and nostalgia while subtly reinforcing brand relevance.
Objective
Create a digital experience that stands out amidst cluttered COVID-19 advertising, resonating emotionally with consumers while aligning with the brand ethos.
My Role
• Designed journey maps and interaction models for the auditory experience.
• Worked with sound engineers to create immersive audio prototypes that represented everyday sounds.
• Applied principles of HCI and digital storytelling to align sound and minimal visuals for an engaging experience.
Research Insights
Conducted audience research to understand emotional triggers during lockdown
Analyzed the psychological impact of sound to design an auditory journey
that connects emotionally.
Ideation & Journey Mapping
Brainstormed formats and chose audio-driven storytelling as an innovative solution, breaking away from
the heavily visual norm.
Mapping out an experience journey from tranquility to nostalgia to transition.
Understanding the Audience - Persona
Using the insights gathered, we developed two personas that provided a deeper understanding of their pain points and potential opportunities.
Goals
Balance work and personal life during lockdown.
Find peace amidst digital overload.
Relive pre-lockdown simplicity while adapting.
Frustration
Noise from digital meetings and notifications.
Anxiety about returning to normalcy.
Overwhelmed by blurred work-life boundaries.
Emotional Trigger
Nostalgia for simpler pre-lockdown routines (e.g., car radio, children playing).
Calming sounds like birdsong or tea preparation.
Campaign Resonance
Offers calm amidst daily chaos.
Nostalgic sounds evoke hope and cherished memories.
Maya Sharma
Age: 34
Occupation:
Marketing Manager
Location:
Bangalore, India
Family:
Married, with one child
Goals
Stay inspired and connected while homebound.
Discover meaningful, uplifting content.
Frustration
Lockdown monotony and lack of stimulation.
Negative news impacting mental health.
Overload of uninspiring digital ads.
Emotional Trigger
Ambient sounds (e.g., rustling leaves, water) inspire and calm.
Everyday sounds (e.g., car engines, footsteps) spark nostalgia.
Campaign Resonance
Unique auditory storytelling sparks creativity.
Calm, nostalgic narrative inspires hope and possibilities.
Rohan Mehta
Age: 27
Occupation:
Graphic Designer
Location:
Mumbai, India
Family:
Lives with parents
Combining the Empathy Map
Translating Insights into a Narrative: Visual Storyboard
The core idea is to evoke feelings of tranquility, nostalgia, and sudden disruption. The focus on auditory elements, such as birdsong and the sound of a kettle whistling, is crucial in establishing a sense of calm and familiarity.
Human-Centered Design:
The Script and Sound Design
To build empathy focused content we designed the narrative that aligned with the audience’s emotional states
A serene morning begins with the gentle sound of birds chirping. A person awakens and starts their day, the soft pitter-patter of footsteps guiding them to the bathroom. The soothing rhythm of running water and a melodic tune fill the space as they shower.
Emerging from the bathroom, they hum a familiar tune, their voice barely audible. A quiet routine unfolds: the soft rustle of clothes, the clinking of utensils, and the gentle slurping of tea.
Suddenly, a jarring sound pierces the tranquility: the screech of tires. A stark reminder of the world outside, the message is clear: "COVID-19 has put everything on hold."
A visual representation connecting specific sounds to their emotional impact and narrative function.
• Bird Song: A symbol of nature's tranquility, setting a peaceful tone for the morning.
Alarm Chime: A gentle wake-up call, signaling the start of the day.
Kettle Whistle: A nostalgic sound associated with morning routines.
Shower Water Running: A calming, repetitive sound, often used in relaxation techniques.
Soft Music: A personal choice, reflecting the individual's taste and mood.
Footsteps: A grounding sound, connecting the audience to the character's physical movements.
Door Opening and Closing: Simple sounds that signify transitions between spaces.
Squeaking Tires: A sudden, jarring sound that brings everything to hold.
The Final Output
Testing & Feedback
To build empathy focused content we designed the narrative that aligned with the audience’s emotional states
• Emotional Resonance: "The sound of birdsong immediately transported me to a peaceful place."
Nostalgic Connection: "The familiar sounds of a morning routine brought back fond memories."
Unexpected Impact: "I wasn't expecting such a strong emotional response from a sound-only experience."
Impact by Analytics
•. The campaign received high social media engagement through shares, reactions, and positive comments. exchange4media Afaqs
Innovative audio storytelling using everyday sounds evoked nostalgia and connected emotionally with audiences BMI
Fostered trust and reinforced Tata Motors Finance's brand values during a challenging period MediaNews4U
The optimistic message, emphasizing that challenges are temporary, boosted positive sentiment BMI MediaNews4U
Reflection
The Power of Empathy in UX Design:
User-Centered Approach: By understanding the target audience's emotions and experiences, we can create more impactful and resonant designs.
Emotional Connection: Sound design can be a powerful tool for evoking emotions and creating memorable experiences.
Minimalist Design: Sometimes less is more. By focusing on essential elements, we can create a more impactful and focused experience.
Let's make magic happen! Feel free to contact me.