Innovation by Design: TCS Interactive Studios. Red Dot Award “Best of the Best” 2019 Winner.
In early-2018, TCS received an ambitious request from the New York Road Runners: Create a fitness-based, gaming experience which enlivens the marathon experience for runners and wheelchair racers (“wheelers”) as well as fans and spectators of the TCS New York City Marathon. The request was perfect for TCS Interactive – a fast-growing, global group of creative and talented designers, UX/UI experts, content strategists, artists and technologists who quickly set out to ideate, design and build a unique and rewarding experience in which runners and wheelers compete on a challenging, yet level playing field.
Just a few months later and in time for the 2018 TCS New York City Marathon, “Marathon City: Sprint to Win” was launched and thousands of marathon participants and spectators discovered multiple interactive booths featuring special floor mats and wheelchair trainers with calibrated sensors upon which users could virtually race their animated avatars by “running” or “wheeling” throughout the five boroughs of New York City and across the marathon’s Central Park finish line.
Lines to play the game were long throughout the days leading up to the 2018 TCS New York Marathon with many participants playing more than once and most players being delighted with their outcomes. New York Road Runners was also delighted with the “Marathon City: Sprint to Win” game and continues to use it to engage many different audiences with the sport of running while bringing an even greater relevance to the iconic brand of the New York City Marathon.
The receipt of the prestigious Red Dot “Best of the Best” Brands and Communications Design Award 2019 for “Marathon City: Sprint to Win” by TCS Interactive is a great achievement and a true honor, one that reflects TCS’ commitment to innovation and, especially to interactive design studios – the places where creativity and collaboration are as natural as breathing. These studios are environments where ad hoc teams can be created instantly to bring different disciplines and capabilities to bear on a market challenge or opportunity. These studios are places which enable and elevate the pursuit of innovation in the creation of unique and uniquely powerful experiences.
TCS’ investment in interactive design studios is substantial and global; our Digital Reimagination Studio in California was the first, and we have recently acquired W12 Studios in London; and launched additional creative studios and TCS Pace Port, a co-innovation and research center in New York City. These studios are places where innovation flourishes for TCS, its clients and its academic and research partners alike.
About the author(s)
Krishnan Ramanujam is President and Head of Business & Technology Services at Tata Consultancy Services (TCS). He leads Consulting and Services Integration, Cognitive Business Operations, Cloud Platform Services and Digital Transformation Services globally. Krishnan drives forward the vision, direction and go-to-market strategy for TCS’ Services Lines. In addition to fostering the development of new services and solutions, he also guides the complex global transformation initiatives for the world’s leading enterprises.
He also drives growth and profitability for companies by spearheading and leading their evolution to next generation, agile operating models and transforms business functions. Krishnan has successfully positioned TCS as the industry’s leading expert in enterprise transformations by developing and leveraging best-in-class experts and offerings in Consulting, Cloud, IoT, AI, Analytics, Enterprise Applications and Interactive Services.
In addition to helping TCS’ clients transform their businesses, Krishnan is focused on transitioning TCS to be fully agile by 2020 – upskilling and reskilling thousands of employees, building collaborative workspaces, enhancing the management of contracts and partnerships and improving customer service.
Krishnan has been a part of TCS for the past 28 years and has rich experience in business and technology consulting. He has held several key leadership positions such as the global Head of Consulting Enterprise Solutions, Chief Operating Officer of TCS Financial Solutions, Director for the State Bank of India Group Core Banking Program, and head of TCS’s Global e-Commerce & Enterprise Application Integration practice. He also had a brief stint with Tata Internet Services as its Chief Technology Officer.
Krishnan joined TCS in 1991 after completing his Master’s degree in Electrical and Computer Engineering from the Rose-Hulman Institute of Technology, Indiana, USA. He also holds a Bachelor’s degree in Instrumentation and Control Engineering from the Government College of Technology, Coimbatore, India. Krishnan is an excellent speaker and as a thought leader, he speaks in global conferences and actively interacts and shapes opinion among industry analysts.
Krishnan lives in Mumbai, India with his wife and two daughters. An avid reader, he enjoys non-fiction books, music, movies and tennis, and is passionate about promoting education in India’s rural communities.