Our Strategy
The Thinker Approach
Drawing from our expertise and experience in user-centred design, our teams were agile and upfront in understanding the unique challenges and requirements from Godrej. Based on stakeholder meetings and the product requirement articulated, we worked to formulate a common vision, strategies and design directions.
The first step was to generate a comprehensive information architecture categorizing, labelling and organizing the information in a cohesive layout based on insights from user profiling and competitive analysis. Key navigation concepts were then differentiated based on how to group information best, categorized across trending, cataloguing or mood-based styles and matching the same with user journeys.
Insights We Drew/ Insights Inferred
It was essential to determine what information to show users at different levels of hierarchies, leading to internal whiteboarding brainstorming sessions. The output resulted in the creation of wireframes for all different modules, ensuring users could navigate most intuitively through the experience.
Creating a cohesive experience and building a common design language easily understood by users required a unified visual design system. Themes and colour palettes were chosen to give prominence to the brand language and sensibilities of the users—particularly homemakers who tend to be influencers in the areas of decor—which needed to be highlighted through the interface design.
Key Strategic Interventions
Comprehensive Information Architecture
We generated a comprehensive information architecture categorizing, labeling and organizing information in cohesive layouts based on insights from user profiling and competitive analysis.
Navigation Concept Differentiation
Key navigation concepts were differentiated based on how to group information best, categorized across trending, cataloguing or mood-based styles, matched with user journeys to allow most intuitive navigation.
Hierarchical Information Design
Internal whiteboarding brainstorming sessions determined what information to show users at different levels of hierarchies, resulting in wireframes for all different modules.
Unified Visual Design System
A cohesive experience and common design language was created through unified visual design system, with themes and color palettes giving prominence to brand language and user sensibilities, particularly homemakers.
KEY FEATURES
01
Seamless Three-Module Integration
Seamless integration of three interaction modules: Interaction table where users create a layout of their home and select furniture, explore wheel where users get an introduction to the service and glimpse portfolios, and colon visualizer where users select comprehensive colour themes based on previous choices.
02
Playful Visual Design System
The design theme was made very playful to add a lighter vein to the process of designing a home, with a palette complementing Godrej's brand language reflected throughout the interface design for all modules.
03
Sensibility-Focused Interface
Interface catered specifically to the sensibilities of homemakers who tend to be influencers in areas of decor, balancing intuitive usability with aesthetic appeal.
04
Character-Driven Iconography
Clean and vibrant looking icons added required dimensions of fun while acting as handy visual clues throughout the process, aiding the user journey in their interior selection.
05
Comprehensive Information Architecture
Information categorized, labelled and organized in cohesive layouts based on user profiling, enabling intuitive navigation across trending, cataloguing or mood-based styles.
06
Real-Life AR Visualization
Augmented reality integration offering customers real-life experiences of spaces they configure and create, enabling detailed customization before purchase decisions.
DESIGN ACTIVITIES
UX and
UI Design
Visual &
Interaction Design
Style Guide
Development
Coordination
Outcome and Impact
An interactive ‘co-creation’ platform for home decor was launched by Godrej Interio in April 2014. The AR UX design provides an intuitive and engaging customization experience which combines customer ideas with Godrej’s furniture design and execution expertise. The resulting platform successfully transformed the furniture buying process from a transactional chore into an engaging, personalized experience, demonstrating how augmented reality and thoughtful UX design can revolutionize retail environments.
