IG Isha Gogoi
Communication designer Strategy-led practice

Point of view

I turn human tensions into strategic direction.

I’m Isha Gogoi, a communication designer with an M.Des in Communication Design. My work uses research to understand people, reframe the real problem and build a clear direction for brands, products and communication.

Explore the work

What I bring

From messy human behaviour to a direction teams can use.

01

Understand people beyond demographics

I look for behaviours, motivations, frustrations, trade-offs and the people who shape permission or trust.

02

Reframe the real brief

I use evidence to challenge the initial frame and distinguish the visible problem from the underlying tension.

03

Turn insight into positioning

I define the role an idea can play in people’s lives, what it can credibly own and why it is different.

04

Carry strategy into execution

I connect the insight to experience, service, tone and communication choices so the promise becomes tangible.

The interface is one outcome. The reasoning is the work.

Selected work

HOP

Short trips should feel short.

A shared e-cycle concept for repeated movement inside campuses and planned townships. The project shows how research changed the market context, sharpened the audience and shaped the product promise.

Academic M.Des major project UI/UX + service concept Pearl Academy 2025–2026
HOP ride-in-progress interface displayed on a phone
HOP began as a UI/UX project. It is presented here as evidence of strategic thinking—not as an advertising campaign.
HOP / 01

Reframing the brief

The challenge

The trip was short. The effort around it wasn’t.

Repeated journeys of roughly 1–5 km sit awkwardly between walking and driving. Walking accumulates fatigue; driving is disproportionate; and shared mobility can add discovery, setup, payment and parking friction.

A rider checking a shared e-cycle in an open urban environment

Initial frame · Open city

Broad demand, weak control.

Road uncertainty, poor physical discovery, maintenance and parking weakened the promise before the ride began.

Defined HOP parking zones inside a planned environment

Reframed opportunity · Controlled space

Concentrated need, credible reliability.

Campuses and townships make boundaries visible and let the place support safety, availability and service consistency.

HOP / 02

Finding the human tension

Audience + evidence

The audience was defined by behaviour, not age.

Behavioural mode 01

The spontaneous campus mover

Moves often, decides fast and abandons the option if starting feels slower than moving.

Behavioural mode 02

The car-defaulting township resident

Chooses familiarity and switches only when the alternative feels predictable.

Participant language

“Convenience matters more than anything else.”

Ease—not aspiration—is the first adoption argument.

Participant language

“I do not want to use an app for 15–20 mins for a 15 mins trip.”

Access effort is judged against the value of the trip.

Participant language

“The app showed me bikes nearby, but I still couldn’t physically locate them.”

Digital availability means little without physical certainty.

Observation

For a small trip, tolerance for effort and uncertainty approaches zero.

Core insight The shortest trips should demand the least thought.
HOP / 03

Turning insight into direction

Positioning

Own the space between walking and driving.

Position HOP around immediate, dependable movement—not around an app or an abstract sustainability promise.

The role HOP can play

For students and residents making repeated short trips inside controlled environments, HOP makes movement immediate and dependable.

Unlike city-first rental platforms or disproportionate car use, it is designed around one defined place.

01

Context before scale

Start where the environment can uphold the promise.

02

Remove decisions

Use guided choice and fewer steps.

03

Make reliability visible

Show range, availability, parking and service status.

04

Sell convenience first

Let sustainability remain a benefit, not the entry argument.

HOP / 04

Making the strategy tangible

Strategy → experience

The interface became proof of the promise.

Each stage converts one audience tension into a service decision.

01 Browse

HOP browse screen

Distance and battery guide the choice.

02 Locate

HOP guided navigation screen

Navigation closes the map-to-bike gap.

03 Ride

HOP ride-in-progress screen

Only essential status remains visible.

04 Finish

HOP balance and automatic deduction screen

Defined parking and automatic deduction create certainty.

Communication potential

The same strategy opens three credible territories.

Thought-starters grounded in the concept—not a fabricated campaign.

  • Short trips should feel shortDramatise the disproportionate effort people tolerate today.
  • Built into the placeFrame HOP as campus or township infrastructure, not another app.
  • Movement without planningExpress immediacy through “Open. Ride. Done.”

How I think

Evidence first. Direction next. Execution with intent.

  1. 01

    Observe

    Listen for behaviours, contradictions, shortcuts and real participant language.

  2. 02

    Interpret

    Separate what happened from what it means, without stretching the evidence.

  3. 03

    Define

    Turn the strongest human tension into an opportunity, position and principles.

  4. 04

    Translate

    Make the strategy visible through experience, service, tone and communication.

Profile

Isha Gogoi

A communication designer developing a strategy-led practice around audience understanding, research-led reframing and clear creative direction.

Education M.Des Communication Design

Pearl Academy · 2025–2026

Professional focus Strategy roles in advertising and brand-building

Advertising strategy · Brand strategy · Account planning · Creative strategy

Selected evidence HOP

Academic UI/UX major project, reframed to foreground the strategic thinking already present.