February - October 2023
Aditya Birla Group
Developing a user-friendly portal for 50,000+ dealers, improving operations, and increasing sales in the paints industry through enhanced engagement.
Grasim Paints' revolutionary Dealership Management System (DMS) is poised to transform the paint industry for over 50,000 dealers nationwide. This user-centric platform priorities sustained dealer engagement, brand loyalty, and boosted sales. I spearheaded user research across 10 centers in 4 zones, synthesising data to inform key UX design decisions. Over 6 months, I crafted and iterated on over 600 screens, followed by user testing to refine the dealer experience for optimal usability. My research and design contributions ensured a seamless and user-friendly interface, empowering dealers and optimizing Grasim Paints' extensive dealership network.
Platform
Android , iOS & PWA
Timeline
February - October 2023
Role
UI / UX designer & researcher
Optimising interfaces
Leading user research across 10 centers in 4 zones—Mumbai, Pune, Satara, Chandigarh, Gurgaon, Kolkata, Jaipur, Hyderabad, Kurnool & Bangalore—I played a pivotal role in synthesizing data for key UX design decisions. Over 6 months, I created 600+ screens across multiple iterations. Post-business approval, I conducted user testing to refine the dealer experience, ensuring optimal usability. My multifaceted contributions shaped the project, integrating research insights into a seamless and user-friendly interface.
3 key behavioural personas
Business goals
User goals
HMW create a DMS tool that can
Competitive benchmarking & Heuristic analysis
In conducting a disruption scan and heuristic analysis of 8 applications, we evaluated dealers' experiences, identifying strengths and weaknesses. These insights guided the development of our design system, drawing inspiration from successful elements and addressing shortcomings to create an unparalleled dealer portal.
The secret sauce for each dealer persona
Information architecture
Informed by heuristic analysis, competitive benchmarking, and input from both business and users, we iteratively refined the application's information architecture through multiple revisions.
Design principles
Design sprints
We initiated design sprints to foster cross-departmental collaboration, involving Product Designers, UX designers, researchers, business leaders from diverse verticals, and Creatives who contributed innovative ideas. The goal of these sprints is to unite teams towards a common objective: enhancing our consumer experience by addressing our users' current challenges.
Initial low fidelity designs
Based on the implementation of design sprints and the creation of low-fidelity wireframes, we progressed towards the development of our application's design system. We created extensive design systems for web & mobile both
Final high fidelity designs
Around 600+ plus iterations led us to the end goal.
Low-fidelity sketches transformed into concrete plans!
With key user journeys mapped out for both app and website, we moved from wireframes to the exciting stage of fleshing out the core functionalities and interactions.
Seamless access for all paint needs
The login flow seamlessly integrates registration for interest, offering a fluid transition between retail and institutional profiles. It highlights the distinctive selling points (USPs) of the paint business, ensuring users are informed and engaged. This user-centric approach enhances accessibility and facilitates informed decision-making, optimizing the overall experience.
Navigating success: clear solutions for every dealer persona need
The landing page is designed with essential components to facilitate user navigation throughout the application. For new users, prominent categories are positioned at the top, facilitating exploration of diverse product types. Additionally, the landing page provides updates on active scheme statuses, order statuses, and detailed account information. This layout ensures a seamless experience for users, enabling efficient interaction with the application's features and functionalities, regardless of their familiarity with the platform.
Streamline your dealership with quick ordering
The ordering flow of this application prioritizes resolving critical dealer challenges by streamlining the order placement process amid high foot traffic in dealer shops. The product details page comprehensively encompasses essential information, including applicable schemes and key product features, catering to dealer requirements. Visual aids are strategically employed to enrich and condense information, facilitating quick comprehension. Categorization facilitates efficient product and SKU exploration, enhancing the shopping experience. Overall, the ordering flow optimizes speed, accessibility, and clarity, addressing dealer concerns and ensuring seamless transactions amidst bustling shop environments.
Quick and easy access to information in schemes
Schemes sections are meticulously designed for effortless access to a wealth of information. A thoughtful differentiation is achieved through varying font weights and colors, enhancing clarity and navigation through diverse content.
Usability testing
