Strategic design and consultancy firm DY Works announced the launch of its Integrated Socio-Digital practice. Boris Gomes will lead the practice and bring on board his experience in user experience design, user interface design, video/animation production, social media strategy and design as well as interactive on-ground activation experience design. Previously, he has worked with VML Qais and Lowe Lintas.
Commenting on the announcement Alpana Parida, Managing Director, DY Works, said, “We don’t see digital as a medium, we see it as a destination. A whole generation of Indians will be digital natives and our practice seeks to understand how they inhabit this world one moment and cross over to the ‘real’ one the next.”
“The syntax of Indian languages is markedly different from English. This suggests a new way of thinking and creating user experiences. Boris does not follow a formulaic path and approaches each assignment with a deep empathy for the user. His approach is helping us build a totally different socio-digital practice,” she added.
Gomes said, “I’m looking forward to creating unparalleled digital experiences for clients based on DY Work’s unique knowledge of semiotics and understanding of behaviour and culture, ethnography and the science of choosing which will allow our clients to engage meaningfully with consumers.”