The Challenge

As part of its India vernacular news rollout, a global broadcaster needed more than just content translation—it needed to ensure that every design element, interaction pattern, and user journey felt intuitive, credible, and culturally relevant to young digital users in Tier 1 and Tier 2 cities.

The challenge was nuanced: How do users interpret cues like layout, headline tone, section labels, or visual hierarchy across languages and contexts? What feels global, what feels alien—and what feels truly theirs?

Our Approach

We conducted multi-language remote UX walkthroughs, followed by shortlisting tasks and design probes across platforms (web and app). The research spanned:

• Comparative journeys across global and local news apps

• Think-aloud sessions decoding live navigation, drop-offs, and moments of dissonance

• Visual cue testing to understand how trust, hierarchy, and curiosity are triggered in low-attention spans

What stood out:

• A human-first lens on UX—not just usability, but emotion, motivation, and subconscious expectations

• Real-time reactions to voice, structure, and flow—particularly in regional interfaces

• Nuanced decoding of trust triggers—from logo presence to image styles to link labels

The Impact

The research brought to light how small design decisions carry cultural weight—shaping not just usability but emotional alignment. It highlighted the need for flexible design languages that adapt to context and intent, while preserving brand credibility. These insights are now supporting the brand’s efforts to build UX systems that feel both globally sophisticated and locally instinctive.