UX/UI Case Study — 2023
Samaveshi Vikaas
Azadi Ka Amrit Mahotsav 2023 · Ministry of Rural Development · NIC
Nine government campaigns brought into one inclusive digital ecosystem — designed to make tracking, participation and government monitoring simple, accessible and scalable.
01 — Project Overview
One ecosystem, nine campaigns
A digital initiative under AKAM 2023, led by the Ministry of Rural Development with technical support from NIC, focused on inclusive growth, last-mile delivery, citizen participation and government monitoring.
The challenge
Dense multi-ministry programmes, large-scale KPIs and field-level activity had to become a simple, accessible and engaging experience — while holding government branding standards, multilingual accessibility and mobile usability for rural field conditions.
The approach
Progressive disclosure everywhere — a campaign selector to switch context, accordions for About, KPIs and Status, and dashboards that surface high-level numbers before detail.
02 — Users & Stakeholders
Three audiences, six roles
Citizens, field officers and administrators — each needing a different depth of the same data.
Citizens
Campaign information, feedback and progress
Field Officers
Ground activity capture, photos and documents
Central Abhiyaan Coordinators
National oversight across all nine campaigns
Campaign In-charges
Day-to-day operations of a single campaign
State Nodal Officers
State-level execution and coordination
District Collectors
District implementation and KPI monitoring
03 — The Nine Campaigns
Each with its own KPIs
Every campaign carried distinct metrics, events, media coverage and reporting requirements — unified under one platform.
04 — Design Process
Research to handoff
05 — Key Screens & Components
From public site to admin panel
Authentication
Login with CAPTCHA, forgot and change password flows
Campaign Pages
Campaign selector with expandable About, KPI and Status sections
Admin Dashboards
Role-based panels for coordinators, nodal officers and collectors
Media Coverage
Photo and video galleries with search, filters and card grids
Reports
Tabular campaign-wise data with filters and pagination
Document Upload
Field submission of ground-level documentation
Downloads
Official AKAM, G20 and Sanjhe Kadam assets in PNG, JPG and source
Citizen Feedback
Structured forms for direct citizen participation
Registration Forms
Multi-step onboarding for officers and collectors
06 — Design System
Government standard, human tone
Cards, KPI indicators, progress bars, data tables, filters, gallery modules, forms, navigation and responsive layouts — shared across website, dashboard and mobile app.
Dark Charcoal
#2B2B2B
Golden Saffron
#F3B354
Warm Cream
#F7F0DE
Navy
#1F2A5B
White
#FFFFFF
07 — The Ecosystem
Three connected platforms
Public Website
Campaigns, progress, media galleries, downloads and feedback
Administrative Dashboard
Role-based monitoring, KPI management, reporting, registration
Mobile Application
Field activity capture, photo documentation and participation
08 — Impact & Outcome
Complex programmes, clear experience
The platform showed how a complex, multi-ministry programme can become a scalable digital ecosystem connecting campaigns, people, data and impact. Clear information architecture, data visualisation and strong content hierarchy made government data understandable for citizens and actionable for administrators.
09 — My Role
UX/UI Designer
End-to-end design from research through handoff — information architecture, user flows, wireframes, the design system, all visual design, interactive prototypes and developer handoff documentation, balancing compliance standards with genuine citizen needs.