Tata Elxsi, a global provider of design and technology services, has been honoured with two iF DESIGN AWARDS for its outstanding achievements in User Experience Design and Product Design. The awards recognise Tata Elxsi’s innovative solutions: the Sports and Entertainment OTT Experience and the ‘Aha!’ Tea Vending Machine for Chaayos.
The competition was fierce, with over 11,000 entries from 72 countries vying for recognition. A panel of 132 independent design experts from around the globe selected the winners.
The Sports and Entertainment OTT Experience, developed by Tata Elxsi, clinched the User Experience Design award. This solution offers synchronised real-time data and user controls, delivering a seamless, premium sports viewing experience. It targets millennials and Gen Z across diverse regions, consolidating multiple products into one platform. The solution enhances user engagement through AI-powered immersive ads and innovative monetisation opportunities.
Tata Elxsi’s creation, the ‘Aha!’ tea vending machine for Chaayos, secured the Product Design award. This IoT-enabled device brings authentic chai experiences to workplaces and academic institutions. With up to 50 customisation options directly from users’ phones, the ‘Aha!’ machine brews a fresh cup of chai in less than 30 seconds. Embracing sustainable design practices, it uses 100% natural ingredients and minimises waste to less than 1%.
“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,” stated Mohit Malik, CTO, Chaayos. “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,” said 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,” concluded Utkarsh Biradar, Chief Designer, Experience at Tata Elxsi.
The iF DESIGN AWARD, organised by Hannover-based iF International Forum Design GmbH, is esteemed as an arbiter of quality for excellent design since 1954. It honours design achievements across various disciplines, including product, packaging, communication, and service design, as well as user experience (UX) and user interface (UI) design.
There’s plenty of other editorial on our sister site, Electronic Specifier! Or you can always join in the conversation by commenting below or visiting our LinkedIn page.
