Value centered design in Digital space with Navneet Nair


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Daniel Kahneman in his book, "Thinking fast and slow", mentions that people are innately irrational when it comes to making decisions. Same goes with how they consume everyday products. In the book "Design of everyday things" Don Norman speaks about how people blame themselves if they are not able to pull the drawer rather than blaming the designer. Well, there definitely seems to be a pattern. Lets explore few of them and more importantly a designers role in this setup.

Being a Digital product designer myself, I have few insights. But to know more, today I have Navneet Nair with us on Audiogyan. Navneet is Head of Design at PhonPe. For the last two decades, he has been a hands-on practitioner of design and user focussed creative arts. Navneet has worked in both individual contributor roles and in leadership positions at startups and established companies like Yahoo & Google.


  1. How big or small role does design play in today's Indian startup ecosystem?
  2. You have spoken about the irrational user. Tell us more about it. How have you translated those learnings in your projects, at Google, yahoo or even now in PhonePe?
  3. You speak about value centered design. Can you tell us in detail what do you mean? Are there any best practices which you have implemented at Phonepe? How effective it has been?
  4. If you had to teach designers, either economics or being a full stack designer - what would you choose and why?
  5. Know the rules to bend the rules - What has been your experience while dealing with budding designers who come from user centered school of thought? How can they develop value centered design approach?

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