ITC Unikid


UX Research, UX and UI Design, Usability Testing

Client Introduction

ITC Limited is an Indian company headquartered in Kolkata, West Bengal. ITC Limited has a diversified presence across industries such as FMCG, hotels, packaging, paperboards, specialty papers, and agribusiness. The company has a total of 13 businesses in 5 segments.

ITC approached us for the design of a new FMCG offering, the ITC Unikid drink mix, which they are launching in the Nutrition and Health sector. We designed a phygital ecosystem that combines the ease of online subscription models, and digital personalization tools to create a nutrition product aimed at child development. The digital product was created through collaboration with the product team, nutrition scientists, and UX experts.

Design Challenges


To create a unique, data-driven & personalized solution that facilitates user engagement & provides expert solutions to parents & children across India.


Personalization is incremental. The key challenge was to encourage users to come onto the platform, input information, and retain it over time.


Considering more than 20+ concern areas and use cases to create a one-stop solution for parents and children in India.

UX Research

We interviewed parents all over India to understand their requirements when it comes to building strong physical and mental foundations for their children. Every child had a unique requirement and the solution needed to be personalised for them to achieve the best results. We heard and worked along with them to understand their difficulties in raising their children. We gathered several insights to help them improve the health & well-being of their children.

Insight from the User Research

  • Convenience Above All. Users didn’t want to have to flip between multiple apps to track similar things, hence, providing a ‘one-stop’ solution for all their child’s nutritional needs was critical.
  • Personalization. Every parent has different needs for their child, hence, the need for a modular, and the customizable experience was treated as a cornerstone of the operation.
  • Hybrid Understanding. Most users weren’t used to having a hybrid app, linked to something in the physical world, making the need for an effective onboarding critical.
  • Actionable Insights. Users didn’t like simply being presented data, rather, actionable feedback, which they could actively implement into their lives, was seen as being far more valuable to them.

Strategic Collaboration

We collaborated with ITC Team on weekly Zoom calls and created Slack channels for daily check-ins. We worked with ITC and presented our design to stakeholders on a monthly review call for the success of this project.

Furthermore, we worked closely with developers to reduce latency and better translate our designs to the final product.

We also worked with the branding team to make the product design uniform across all platforms; from printing to digital design.

Additionally, we worked with a core group of nutritionists to understand the science behind children’s development and how we could share this science in a user-friendly and accessible way with parents.

Lastly, we collaborated with the performance marketing team to better understand the end-users wants and needs from firsthand research, the design could then more effectively solve the user’s problems.


We incorporated the teal color palette and the modern font-family ‘Inter’ to offer a unique identity and an easily recognizable interface to the brand design. We used a combination of line icons along with illustrations to ensure the experience is a visually engaging one. At the same time, visual cues were expertly placed to ensure that the emphasis is always on the product.