Narendra Ghate

Chief Designer, Tata Elxsi

Potent cocktail of UX + AI

18 mins
Design Leadership & Influence

Senior Designers
Design Leaders

About The Speaker

Leading a team of 100+ designers & delivering design projects in UX, Service Design & Consumer Research. Most projects are for international clients. My role includes sales as well as delivery responsibility with revenue targets UX projects include consumer products, B2B products & Automotive products on various platforms like mobile responsive, TV (including remote), Cars (Multi-modal HMI), Appliances, AR, Immersive and PC. Projects have ranged from future UIs (yr 2025), pitches, production, maintenance, multi-device porting, etc. All projects have significant design overlaps with development, including projects done in Agile environments.

Service Design projects focus on spaces and processes. These include experience design for Showrooms, Airports & Metros. Design of signage systems for mass-transit systems, Hotels, Education Campuses & factories. Creation of customer experience centers that combine space design along with technology, UX, and Content Creation. Other works include the design of Heritage walks, Sales processes, Wine tours, etc. The Consumer Research team focuses on end-user empathy. Projects range from trend prediction to ethnographic research in various geographies and for various industries. The research component is present for most of the UX and service design projects.

I have spoken in various forums (Ideation Summit’17 Walt Disney Imagineering, LA, Car-HMI conference Berlin ’16, Brand2Global conference London ’15, multiple CII, FICCI, Nascom events,) and conducted design workshops and been a jury for various occasions ranging from India design mark to educational institutes, like IITs, Srishti, etc. I have been with Tata Elxsi since ’97 and was one of the founder members of the Design BU. My current role requires me to travel across the world to solicit business and to present our design. Earlier in my career, I have spent multiple years ‘onsite’ in Europe, the USA, and Japan

Potent cocktail of UX + AI

Short talk with case-studies that highlight the following points:

– Role of UX designers in the near future.
– The folly of Technology overpromise.
– The future potential of uX+AI driven products.

Key Takeaways


UX designers have to bridge the gap between tech ability and human


Merging of UX and AI.


Emergence of Instincts as a key differentiator.

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