Create a user journey that guides a user through every stage of his painting process.
The aim of the website was to assist homeowners in their painting journey, from start to finish, through a combination of colour combination and décor images, online tools for virtual painting, expert help and budget calculators, and also rewarding them with discounts for exploring the website. The information architecture considered the needs of the three categories of customers – the competitive controller, the cautious experimenter and the recognition seeker – 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. With key features like • Inspiration wall: A bank of room sets and décor inspiration images • Snap It: A tool to find shade codes to any image on the web • Idea’s Engine: A forum to discuss décor ideas • Colour Chef: An app to virtually try out colour combos, textures and stencils • Project Planner: A calculator to derive the approximate painting budget and time • Stars and badges: Rewards and discounts for exploring the website • My Colour Project: A log of all your activities on the website The Asian Paints website connects all in-store, online and out-of-store touch points and seamlessly integrates the customers’ digital experience into their path to purchase.
After the launch of the revamped website with significantly advanced user journey, site visits increased by 25% compared to the previous year with 4 page views per visit; traffic increased by 12% from India and average time spent per user rose to a robust 5.5 minutes. 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.