Government of India 
introduction
The Make in India website provides comprehensive information on its 25 target sectors, offering statistics, investment incentives, growth catalysts, detailed policy insights, government backing and investment prospects. Additionally, it features a showcase of ongoing projects, a section for frequently asked questions (FAQs) and direct links to its social media campaigns on platforms such as Twitter, Facebook, Google Plus, and YouTube.
Objective of the application
- Attracting Investments-The website's core goal is to attract domestic and foreign investments in various Indian sectors, offering information and opportunities that showcase India's investment potential.
- Target Sectors Spotlight- It highlights the 25 target sectors under the Make in India initiative, providing detailed information on each sector, including growth drivers, policies, government support, and investment prospects.
- Resource Hub- Serving as a comprehensive resource hub for investors, the website offers access to all necessary information, policies, initiatives, and guidelines related to investing in India.
- Showcasing Success- The website features live projects and success stories, demonstrating the achievements of the Make in India initiative to inspire investor confidence.
- Fostering Collaboration-It encourages collaboration among stakeholders like government, industry leaders, and investors, providing a platform for interaction, idea exchange, and partnership opportunities.
- Social Media Connection- By linking to social media platforms such as Twitter, Facebook, Google Plus, and YouTube, the website engages a wider audience, shares updates, and promotes communication about the Make in India initiative.
Target Audience
- Investors (domestic and foreign).
- Government bodies and industry leaders (stakeholders).
- General public (through social media engagement).
- Individuals and organizations interested in specific sectors.
The Challenge
The Make in India website presents a significant challenge to users because of the sheer volume of information available for each of its 25 target sectors. The task of navigating through this extensive content and locating specific details can be quite hectic. The website's organization and navigation structure may further complicate the process, leading to difficulties in finding relevant information and accessing specific sectors or policies. Moreover, there may be issues related to the integration with social media platforms, including broken links or outdated content.
Usability Study Findings
The usability study on the Make in India website has identified several user experience issues across various sections, including the homepage, internal pages, opportunities page, investor desk page, and listicles page. These issues can lead to user confusion, frustration, and a less satisfying overall experience. Here is a summary of the insights gathered from the study-
Homepage- Unclear Purpose in Hero Section- The hero section lacks clarity in conveying the website's primary motive, which can lead to confusion and disconnection between users and the website's objectives.
- Inadequate Navigation in Banner Carousel- The absence of clear navigation indicators in the banner carousel hampers users' understanding of how to navigate through the content.
- Ineffective Indicator Dots-Indicator dots are non-functional and do not provide an intuitive way to navigate the carousel.
- Combination of Updates and Banners- Combining updates and banners on the homepage can create confusion and hinder the user experience.
- Accordion Open by Default- Having one accordion panel open by default forces users to scroll for other options, resulting in inconvenience.
- Inefficient Screen Space Usage- The design layout wastes screen space, making it challenging to find and access information efficiently.
- Inconsistent Accordion Functionality-The accordion functionality does not behave correctly, and this inconsistency violates design standards.
- Inconsistent Visual Presentation on Sector Pages-Inconsistent alignment of images with their respective headings disrupts the overall harmony of the visual representation on sector pages.
- Insufficient Content in the Opportunities Section-The Opportunities page lacks substantial content, leading to a sense of emptiness and disappointment for users.
- Image Loading Failure on New Website Pages-Image loading issues on new pages disrupt the visual aspect of the user experience and can lead to confusion.
- Inconsistent UI and Excessive Color Usage-Inconsistent UI design and excessive use of colors can be overwhelming and distracting.
- Misaligned Text Layout-Text misalignment creates visual inconsistency and disrupts text presentation.
- Misleading CTA Redirecting to Another Website-The "Ask your Query" CTA redirects users to another website, resulting in a disjointed user experience.
- Manual Pulling of Accordions-Users need to manually interact with each accordion, adding unnecessary effort and hindering interaction flow.
- Lack of Separation Between Accordion Dropdown List and Map- The absence of visual separation between these elements can lead to confusion and cognitive overload.
- Misaligned Layout of Article Cards-Misalignment in the layout of article cards disrupts visual harmony and leads to a disorganized appearance, causing user confusion and frustration.
Overall, the study highlights the importance of improving clarity, consistency, and efficiency in the website's design and functionality to enhance the user experience and make it more user-friendly and visually appealing. Addressing these issues will likely lead to a more satisfying and effective user experience on the Make in India website.
Synthesizing Phase
With the insights gathered during the research phase, we have gained valuable understanding of the users' interactions and challenges while using the website of Make in India, Government of India. Building on this knowledge, we have now entered the Defining phase, where our aim is to deepen our comprehension and transform the research findings into practical design solutions. To maintain a user-centric approach, we have created personas that embody essential user archetypes-
User Personas User Persona 1: Investor Irene Government Teacher - SarahIrene, a 40-year-old business owner from the United States, is a seasoned investor with a successful track record in various countries.
Goals-Irene wants to find detailed information about the 25 target sectors in India to identify potential investment opportunities. She aims to understand the government policies, incentives, and support available for foreign investors. Irene also wants to explore ongoing projects and success stories to gauge the initiative's credibility and connect with Indian industry leaders for potential partnership opportunities. Additionally, she seeks access to the latest data and statistics about the Indian economy and market trends.
Pain Points-Irene feels overwhelmed by the vast amount of information on the website, making it difficult to pinpoint specific details about sectors and policies. She struggles with navigating the website's complex structure, which may hinder efficient information retrieval. Irene is concerned about the reliability and currency of the data, particularly regarding ongoing projects and investment prospects. She is also looking for clear contact information for initiating discussions with Indian industry leaders and has limited time for research due to a busy schedule, requiring quick access to relevant data.
User Persona 2: Government Official Greg Background-Greg is a 50-year-old government official in India with extensive experience in promoting economic development and investment initiatives.
Goals-Greg's primary goal is to promote the Make in India initiative and attract domestic and foreign investments. He wants to ensure that the website effectively showcases the 25 target sectors and government policies. Greg also aims to facilitate collaboration and partnerships between government bodies and industry leaders. Monitoring and maintaining the accuracy and relevance of information on the website is another key objective. Additionally, he uses social media to disseminate updates and engage with the public.
Pain Points-Greg faces challenges in making the website more user-friendly for investors who need detailed information. He must ensure that the website remains up-to-date, and that ongoing projects and investment prospects are accurately represented. Balancing the website's content to cater to different audiences, including investors, industry leaders, and the public, is a concern. Greg also grapples with navigating the integration with social media platforms, addressing issues like broken links or outdated content. Managing limited resources and budget for website maintenance and promotion is an ongoing challenge.
Mapping User Journeys and Extracting InsightsWe have chosen to focus on Investor Irene, a seasoned business owner and investor looking to explore opportunities in India through the Make in India website. By mapping Irene's user journey, we aim to gain insights into her specific needs, pain points, and behaviors while navigating the website. This will help us better understand how to enhance her user experience and address her challenges effectively.
Mapping the journey to a “user story”Analyzing Irene's user journey on the Make in India website has provided us with valuable insights into her actions, emotions, and pain points. We have tailored this journey map to Irene's goals as an investor, highlighting critical touchpoints where she encountered difficulties and opportunities for improvement.
Irene's User Story"As an experienced investor seeking opportunities in various Indian sectors, I want a user-friendly and well-organized website that helps me efficiently access specific information about investment prospects, government policies, and ongoing projects. The website should also provide up-to-date data, making my investment research more straightforward and less time-consuming."
Framing challenges and hypothesisWith a deeper understanding of Irene's user journey, we can now formulate a problem statement that encapsulates the challenges she faces when using the Make in India website.
Problem Statement"Irene, an experienced investor, requires an improved website structure and content organization to streamline her investment research process. The overwhelming amount of information and complex navigation hinder Irene's efficiency in accessing precise data and making informed investment decisions."
This problem statement will guide our design efforts, ensuring that our solutions directly address Irene's needs and enhance her overall experience on the Make in India website. Building upon this problem statement, we can formulate a hypothesis.
Hypothesis Statement"If we redesign the website for user-friendliness, introduce a clear and intuitive navigation structure, provide real-time data updates, and offer user support for information retrieval, Irene's experience on the Make in India website will become more efficient and satisfying. This will lead to increased investor interest and participation in various Indian sectors."
We believe that by addressing the identified challenges and implementing user-centric solutions, Irene will have a more productive and positive experience while exploring investment opportunities in India through the Make in India website.
