1. Asian Paints–Website www.asianpaints.com

2. 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. PersonalizedSimplifiedEngaging

3. 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.

4. 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.”

5. Creative & GUI Designs Bringing journeys to life Wireframes & Interaction Design Creating detailed wireframes for different user journeys Information Architecture Grouping of information based on the user profile identified UX Strategy Crafting the user experience strategy Defining User Journeys Identifying target audience and creating personas Business Requirement Analysis, & Digital Strategy Understanding business objectives from various stakeholders and crafting a overall digital strategy UX Process

6. UX Strategy Own the emotion of colour, inspiring, simple and editorial Look & Feel Friendly, confident, reassuring Speak Highly interactive with hands-on interaction and fun, creating a unique user experience Interact 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

7. Customer Mind states Dreaming Inspire me Challenge me Entertain me I want people to admire my home Exploring I want decoration ideas Engage me Reassure me Show me Locating I need some white emulsion Help me find it

8. 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 favourite Colour 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

9. Information Architecture

10. Designs Homepage

11. Sample Wireframes My Color Project

12. Designs My Color Project

13. Designs Inspiration wall

14. Why we deserve the UXie? Post launch, from Apr 1, 2013 – Mar 31, 2014 7.6 MN 4 Page 87% 5.5 Minutes Visits Views Each visitTraffic 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