The drive behind assistD is collection of our personal (and acquired from others) frustrations of not having a proper channel to provide spur of the moment suggestions or find urgent information at the right moment which is easy and delightful enough to use. Just because ‘Google’ knows it, customer should not be forced to google for information. And reaching out to a help-desk using mail, website or calling a help-line all are disengaging and force stepping out of the user experience.  Be it as employees using workplace facilities at MNCs or as customers interacting with local businesses and/or big corporations and especially as citizens using public facilities and infrastructure. Talking about feedback, it is not just about venting but often even constructive or positive feedback that comes from an experience has to buried and forgotten since there is no easy way to provide this to the relevant person. Feeling of not being heard is often drowned by even worse feeling of neglected.  On the other side as entrepreneurs who have launched and deployed customer facing products and services previously, frustrations of not receiving more frequent and meaningful/actionable suggestions and feedback when using traditional customer feedback systems which have zero business specific insights feels like a loss-loss situation. This inspired us to work on assistD which we based on what we call as contextual assistance.