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Digi Yatra is an initiative by the government and airports of India aimed at enhancing the travel experience at airports in India through the advanced facial recognition technology. They needed to rebrand themselves to improve public perception, increase user adoption, and reflect its technological advancements.
As creative partners, DesignAnswers was responsible for the rebranding strategy that included a modern new logo, website redesign, updated user interface (UI) for the mobile app, and promotional material.
Despite its innovative approach, Digi Yatra faced challenges with user adoption due to concerns over privacy, outdated branding, and lack of awareness about the benefits of the service. This is where we decided to engage with a design studio to help us re-imagine our identity.
as part of our design process, we dived deep into understanding passenger mindset, perception and best practices in digital identity verification. We also gathered insights from user surveys and focused group discussions which helped identify some challenges that needed to be addressed.
One of our recommendations was to reposition Digi Yatra as a secure, innovative, and user-friendly solution for seamless air travel. The new tagline, “Travel Smarter, Travel Safer,” was developed to encapsulate the Self Sovereign Identity principle basis which the brand has been conceived.
Inspired by the values of the organisation, we attributed colours to each of the values that when brought together gave a cohesive palette with a sense of speed that connotes swifter trave. The use of sans-serif fonts is contemporary and reflective of the modern technology of the brand.
The new design language was further extended into a seamless, easy-to-navigate responsive website that reflected the organisation ethos and clearly communicates the benefits. We also updated the mobile app interface to be more intuitive and user-friendly, with streamlined navigation and enhanced security features. All of this under one unified design system.
In order to validate the design and back-end of the digital assets, we conducted usability tests with a diverse group of users who much appreciated the modern avatar, improved navigation and clarity of information that one received.
