Asian Paints–Website

www.asianpaints.com

Project Description The overall approach of the website was to guide homeowners through the three stages of

their home décor experience with a defined customer journey.

Through a combination of a vast gallery of shades and home décor images, online tools for virtual painting, expert help and calculators, the Asian Paints website guides the user on his painting journey, from start to finish.

We decided to create a new, seamless Asian Paints customer journey that connects all in-store, online and out-of-store touch points.

Personalized

Simplified

Engaging

Project Objective

Get Inspired Try & Decide

Make it Happen

Choose the right

product

Customer Journey

To create a new, seamless Asian Paints customer journey that connects all in-store, online and out of store touch points.

To develop a strategy and vision to seamlessly integrate the customers’ digital experience into their path to purchase.

To enhance the customers’online experience to truly reflect their needs.

Personas – Target Audience Primary: Competitive Controller

Demographic“My family moves around India frequently. I’m looking to make friends and business associates like myself. This home project is the perfect chance for me to show off my cosmopolitan lifestyle.”

“I like to be in control.”

“I would like to experiment with customised looks for my home, but need someone to show me how”

“There’s no room for error so I need to have the best knowledge and processes to ensure everything goes to plan.”

Colour and Decor

“Technology enables an easy life for me.I research intensively at work and home and access any information I need anytime, anywhere.”

Secondary: Cautious Experimenter

Demographic“I’ve just started working and would like to remodel my room to signify this new phase in life. I’d like my room to look like the one I saw in latest Bollywood movie stars home, hopefully my parents like it.”

“I get my inspiration from everywhere - magazines, the web and celebrity news.”

“I own this special space and it represents who I am – I hope my friends think it’s cool too.”

Colour and Decor

Want to be connected, checking out what’s the latest and sharing with my friends and family.”

Tertiary: Recognition Seeker

Demographic“I’m a self-made man and grew my business from nothing. My bragging rights are hard earned therefore my new house needs to stand out like I do.”

“Cost doesn’t matter if its new and appeals to me –but it has to justified’

“I definitely want to experiment with new colours and special effects but needs reassurance – have to see what it will look like’ but willing to try.”

Colour and Decor

“I don’t really use technology at home – the computer at home is for my wife and children.”

Creative & GUI Designs

Bringing journeys to life

Wireframes & Interaction DesignCreating detailed wireframes for different user journeys

Information ArchitectureGrouping of information based on the user profile identified

UX StrategyCrafting the user experience strategy

Defining User JourneysIdentifying target audience and creating personas

Business Requirement Analysis, & Digital StrategyUnderstanding business objectives from various stakeholders and crafting a overall digital strategy

UX Process

UX Strategy

• Own the emotion of colour, inspiring, simple and editorialLook & Feel

• Friendly, confident, reassuringSpeak

• Highly interactive with hands-on interaction and fun, creating a unique user experienceInteract

The UX strategy considered the needs of the users while creating the user journey map. This map served as the guide in constructing the website’s information architecture, based on three primary categories - Get Inspired, Try & Decide and Make it Happen.

Following the tenets of

Customer Mind states

Dreaming

Inspire meChallenge meEntertain me

Home Decor

I want people to admire my home

Exploring

I want decoration ideas

Engage meReassure me

Show me

Locating

I need some white emulsion

Help me find it

• Key Features

Innovative User Experience

• Find everything you need to transform your home - colour inspirations, real-time views of makeover. A to Z painting tips and more. Also, track your progress and save each step as you go along.MY Colour Project

• Get creative as you browse through a fine selection of colour combos and home decor ideas.Inspiration Wall

• Snap images from across the Internet to add to your 'My Inspiration Wall' and find their shade codes too!Snap IT tool

• Share your creative ideas about painting and home decor with likeminded people.Idea’s Engine

• Virtually experiment with shades, textures and stencils to find your favouriteColour Chef

• Plan your painting project from start to finish.Project Planner• Earn Stars and Badges for all the little things you do on the website and

redeem them for discounts.Stars and Badges

Information Architecture

Designs

Homepage

Sample WireframesMy Color Project

Designs

My Color Project

Designs

Inspiration wall

Why we deserve the UXie? Post launch, from Apr 1, 2013 – Mar 31, 2014

7.6 MN 4 Page 87% 5.5Minutes

Visits Views Each visit Traffic from India Average time spent

The analytics clearly establish that with the user friendly features, smart design, crisp copy and seamless implementation of the application, Asian Paints has gained significant popularity amongst its customers. Hence, the objective of placing Asian Paints as a brand in step with the times was successfully achieved through the website.

Increase of 25% compared to previous year

Increase of 12% compared to previous year

Source: Google Analytics