1. Asian Paints– Mobile Website m.asianpaints.com

2. Project Description  Considering the unique and omnipresent nature of the mobile device, Asian Paint’s next step was to think of the real opportunities in translating their website experience onto their mobile users, at each stage of the painting process, to help them with inspirations and choose the right product. PersonalizedSimplifiedEngaging

3. Project Objective ‘Always there’ partner for a consumer’s home décor journey. Get Inspired Try & Decide Make it Happen Choosing the right product Customer Journey

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 as I’ve planned.” Colour and Decor “I have multiple gadgets to ensure that I’m always connected to my friends and colleagues.” 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 star’s 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 “I’ll use my smart phone privately in my room to stay connected.” 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 it’s new and appeals to me. But it has to be justified.” “I definitely want to experiment with new colours and special effects, but I need reassurance. Have to see what it will look like, but willing to try.” Colour and Decor “Because of my nature of business, I carry two phones with me.”

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 Requirements Analysis, & Digital Strategy Understanding business objectives from various stakeholders and crafting an overall digital strategy UX Process

6. UX Strategy A seamless experience of a desktop site onto the mobile medium, while maintaining the focus on defining and addressing the user needs and goals. User should be able to find color ideas, home décor inspirations and virtually paint a room with their favorite colors Get expert advice and contact paint professionals to paint their home Paint calculator – Calculate your painting budget in quick and easy steps.

7. Key Features Innovative User Experience Quick access to 4 main modules from anywhere on the site (Get Inspired, Try & Decide, Make It Happen and Our Products) Unique navigation pattern where primary and secondary items are treated differently Only relevant content is displayed using progressive navigation method Ability for the users to upload their inspiration from anywhere and anytime A modular, box led layout to ensure easy scaling across screen sizes and minimize clicks required to quickly reach any information.

8. Information Architecture Get inspired Inspiration Wall Be Colour Confident ColourNEXT 2014 Experience Retail Try & Decide 4 Pics Consultancy @ home Home Painting Guide Make it Happen Home Solutions Project Sales Products Interior Exterior Ideas, trends, colours. Browse now to get started on a new look for your home. Use our tools and guides to discover what your dream home could look like. Realise your painting plans and get a great deal on our services. Explore the entire range of shades and textures we offer. Locate UsCalculators Contact Us Color Spectra Mobile App My Account

9. Sample Wireframes Homepage

10. Sample Wireframes Primary Navigation

11. Sample Wireframes Get Inspired Landing Page

12. Why we deserve the UXie? Post launch, from September 1, 2013 – April 30, 2014 0.6 MN Visitors 4 Page Views 70% 4 Minutes In 7 monthsEach visitNew visitors 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 at m.asianpaints.com 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.