e-Design allows users to customise their home in real-time 3D where users can choose from 9.4 million design options while 1000+ rules are running in the background. It was one of the most challenging and most extended projects of my career. Clients were architects with a very detailed eye for the experience.
I was part of this project right from the first sales meeting until delivery. As a lead UX Designer on an embedded team, I drove the experience design from sales to vision to execution. I collaborated with a product manager, business analyst, tech leads and QA's.
Pen & paper, excel, illustrator, sketch
Total Environment (TE) is an award-winning design-led architectural firm. Their commitment to the craft of constructions and attention to details is legendary. Their classification system of construction materials is more detailed than industry standards. They allow their customers to customise their home using their product called ‘eDesign.’ eDesign enforced good design rules, so you can never choose a lousy design.
TE, as a brand isn’t just about construction; it is about delivering ‘priceless’ experiences. This taps into people’s desires for excitement and freedom. At the same time, TE focuses on craft and simplicity, which connects to people’s innate need for personal space and comfort.
Problem statement -
Business - Users - Problems - Challenges - Goals
It’s an online proprietary tool that helps users to customise almost every aspect of their home. User can choose from a wide range of space layout options, styles, colours and themes. eDesign can even provide instant information on costs and feasibility. TE's in-house consultants will guide and assist users during the process.
The first and only version of eDesign went live in 2009. User can choose from a wide range of space layout options, fixtures, materials and appliances. Based on 2D images.
The first and only version of eDesign went live in 2009.
User can choose from a wide range of space layout options, fixtures, materials and appliances.
Based on 2D images.
The first and only version of eDesign went live in 2009.
Total 13 stages of customisation
The non-leaner flow of the application makes it hard to understand
Doesn't cover all needs and stages to customisation
Homebuyers - people who buy TE homes. Users will customise their home by using eDesign.
To start, I did a workshop with Total Environment’s founders, CIO, Technical team, Sales & Marketing, customisation experience managers and architects to understand complete eco-system, blockers, challenges and pain points.
During the workshop, I captured the compete eco-system of a TE user and how they connect to the brand. Big picture covered the moment a user discovers the brand > buy > stay > sell/moveout of their TE property. What all stages they go through or touch and whare, and how eDesign fits. The current version used to cover only customisation stages, and this gave me an idea that eDesign should be a platform for TE users. This means it should touch all stages and how it'll help users post customisations. The first step was to reimagine the eDesign for the customisation (configure) stage.
This product has 3 types of consumers (external and internal). Every consumer had their own goals and issues when it comes to dealing with the eDesign.
It’s a proprietary online tool which helps users to customise almost every aspect of their home.
User can choose from a wide range of space layout options, styles, colours and themes.
e-Design provides instant information on costs and feasibility.
Overall eDesign journey of a user and CEM’s and architects with touch-points
This product has 3 types of consumers (external and internal). Every consumer had their own goals and issues when it comes to dealing with the eDesign.
Based on the workshop, we captured these goals for all stakeholders, which became a direction for the project.
Understand users - Home buying journey - Journey of a customisation - Customisation stages - Current product - Data
In order to understand how planning and construction work we visited construction sites, demo villas & apartments multiple times with sales and CEM’s to understand:
I tried to match the system and the real world through multiple studies with the stakeholders and users. Also, To understand the complete journey of a buyer, we did a series of observation studies.
I did a series of workshops with sales/marketing and CEM teams to understand and discuss users perception about customisations, feedback about eDesign, pain points, complaints, issues, expectations and what do we communicate?
Attended 7 sales meetings where I was observing how sales executives communicate with potential buyers, what and how do they explain customisation? What kind of questions users ask and how they react to personalisation.
I attended seven customisation sessions with users and CEM. These users come with either a special request or they want to discuss in detail space customisation options. I was just sitting in those sessions and observing what users talk with CEM’s, what issues they bring up and how they approach customisation.
Conducted a series of workshops with CEM teams to understand current eDesign issues, what kind of questions do they get about eDesign. CEM provided an XLS (quantitative data) where they capture the variety of questions/issues they have been receiving from users. I grouped those that data into 5 categories (Navigation, content, presentation, interaction and underserved needs)
Users land in the system without any onboarding or guided navigation. The system gives the impression that it’s is a non-linear journey.
The system fails to provide how and where to start, which results in cognitive load.
The long learning curve for users
2d view design options and product images are low quality
Users can’t finish customisation without human intervention (CEM) because customisation like electrical needs CEM’s to be present as it’s an offline process.
The system doesn't provide price breakups, CEM’s shares separately.
eDesign customisation stages aren’t aligned with real-world communications.
Manual onboarding on eDesign by CEM's increases memory load on users.
Users get confused with multiple customisations stages
No help or customisation guide in the system
Users feel confused about dimensions.
The current system allows only one user at a time. It’s not a collaborative tool for families.
2D failed to give a real feel of the space
Doesn’t show a big picture of the space
The system doesn’t show any visual impacts which can communicate to users what and where they are compromising.
Mostly dependent on manual work, so extremely error-prone
Slow performance. It takes around 1 minute 8 seconds to load each design option
The system doesn’t allow users to buy movable furniture or furnishings.
The majority of the users are the people who hold the highest social status, E.g. C-level executives, country heads, founders, musicians etc.
High net-worth individuals who want to
own lifestyle product
User’s who want to invest in the property and put it on rent
Users who are artistic and appreciate the attention to
detail and craftsmanship
Users who want to own and maintain a high lifestyle product (home).
During the user's data which was provided by sales and CEM's, I captured these facts about users, which helped me to understand user types.
users live out of the country
families are distributed
buyers are referrals
customers are above 38 and stay with family
people buy because of personalisation
do not take loan
Total Environment projects there home as a lifestyle product which is generally a bit expensive compared to the competition. For most of the users, the motivation of buying a property and designing spaces are very different. Highly motivated users want to reflect who they are and their lifestyle through their homes.
The total environment enables users to design their spaces based on their needs and wants. Few user types wish to reflect their personality when they design spaces, and they don't mind spending more, but for few, it's different.
For qualitative research, I interviewed 3 families and 2 single users, and for quantitive, I got data from sales/marketing and CEM team, which I analysed in detail to identify user patterns.
To document the research findings, I created two buckets:
I used storyboards for conveying user's underserved needs in the form of stories to show how our product would fit into the lives of customers. Storyboard gave everyone a vision of the product experience I wanted. Product manager and I defined our product maturity continuum.
Works as programmed
Can use without difficulty
Super easy to use, works like I think
A memorable experience worth sharing
Is available and accurate
Has personal significance
Customisation flow - Stages - Testing
For the flow, the idea was that the product must tell a story to connect with consumers, and that story also should connect with the real world (sales & construction). To understand the real-world flow, I visited construction sites, observed how sales/CME team explained to the users, tried to match how stages work at construction and in e-design. I discussed the flow issues with users, and I had a few workshops with CEM’s and sales teams to understand users knowledge about the stages of construction and how do they align with the product.
I used the sequencing technique to define a flow for the application because users are more likely to take action when complex tasks are broken down into smaller tasks. Based on multiple studies, I aligned eDesign customisation with the real world. How the user perceives stages and how they have been communicated during sales discussions.
7 is the number because construction happens in 7 stages for all TE projects, and payments are tied to all 7 stages. I wanted to keep that number consistent but at the max side because users are well aware of this number (stages).
During user study, I observed sales executives used to group customisation stages, and they hardly used to touch all 13 stages of customisation. They used to group systems 13 stages into 6-7 steps while explaining to the prospective buyers. Walling & furniture, components (functional planing), aesthetic (design studio), addons (feature enhancement), electricals and landscape for gardens.
I divided customisation stages into logical 7 steps. 6 were aligned with the TE's construction stages, and all sub-stages were grouped into main stages. 7th stage become Store in the product to provide more addons and boost revenue. The organisation welcomed this and was adopted at the organisation level. The marketing team worked with CEM's and Sales teams to define the messaging for customers.
Once I had signoff from all key stakeholders, I decided to test these stages with the users to see if they would understand what these stages mean and the reasons behind them (which we planned to cover in sales meetings, CEM meetings and products education/help section).
To test, I quickly designed prototypes (wireframes) to cover all stages and what will come in each step.
For testing, I divided group users into two waves.
Sales meetings with customers with supporting materials. I used to go to the sales office at the construction site, and while the sales executive is explaining customisation, I used to handover my design to the user and ask for their feedback. Tested with 18 users and 12 users were happy and were able to understand and relate the stages. 6 users had questions like why electrical is separate when we (Sales and I) explained that it's quite a significant stage of customisation where you can change electrical sockets, make connections etc. they understood why it's separate.
I tested with 9 existing customers who were already in customisation mode and were using the current (old) product with CEM's.
None of the customers had any significant concerns or questions with the flow. Instead, there was a lot of head-nodding as they went through the mockups, and unsolicited comments like "Oh, this is great." They did have minor comments, questions, and suggestions but mostly about designs. I gained an even more in-depth understanding of what customers wanted in the product.
But there was clearly much stronger interest in our Wave 2 product. I felt confident that I had achieved an adequate level of simplification with flow and designs to move forward. Lots of customers asked me when this new product will live and if they can switch to this from the old one.
When I explained that it hadn't been built yet, they all asked if CEM's would please take their email address and notify them when it will be available for them.
Results showed that this structure reduces cognitive and memory load and flow was quite easy for users to understand.
Study TE's design philosophy - Inspiration - Solution approach - Direction - Designs - Test
The Total Environment is an award-winning design-led architectural firm. Their commitment to the craft of constructions and attention to details is legendary.
Founder architects Shibanee & Kamal have a very minimal yet elegant taste when it comes to design.
To study, I studied their homes in detail, what material they use, furniture designs, colour choices, print materials and words that they use when they explain their work.
The idea was to translate physical design language into digital. It should give an impression of the extension of the brand.
Based on observations, multiple discussions and study I came up with these words which became the direction for the product’s design.
One question I was asking at every stage was
For home customisation in 3D experience, I wanted to give freedom to the users to play, after lots of iterations and technical discussions we planned three ways
Top view / Perspective view / Landed view
I aimed for a solution which the user would enjoy playing with. Something which they feel happy and engaged when they use it.
At the interaction level, the focus was to help users in decision making. I focused on minimal interaction and showed all the necessary information in the first view. Started exploring various layout and navigation options, and after lots of discussions with team and stakeholders, I closed on the design direction which had a lesser learning curve.
To test the 3D solution approach, I decided to test with the different types of users. I divided them into two buckets.
Powers users: who are tech-savvy. Users who understand modern interactions.
Non-power users: who aren't tech-savvy, but can use a computer and smartphones. In this range, major age groups are 50+ users.
Why non-power users? Data showed that a variety of users uses eDesign. People customise their homes with parents, and sometimes parents would like to customise their own space. So they must be able to use eDesign without much hand-holding.
I reached out to CEM and the sales team to get at least 6-10 users for each category which was a big ask knowing their client tale. Both teams suggested we should target users who are in the process of customisation or coming to the sales (construction site) office to see the demo apartment/villa.
I tested with 15 users (7 power users and 8 Non-power users).
Overall, everyone liked this approach because they haven't seen anything like this earlier. But at the same time, there were tons of questions users had. Like:
After a thorough walkthrough, I used to ask users "Will it simplify customisation?", "Do you think this will empower you?" and "Do you feel excited?".
To my surprise, all 15 said: "it's going to be an experience." They felt safe because of two-level support incase if they are stuck. On-demand help in product and CEM's are just a call away.
While doing a study I and visual designer was capturing all necessary details to start the mood board for this product. I defined these principles to set the direction for the visuals.
Stressfree / Minimal and aesthetic / Easy of eyes / Extension of brand
When the tech team rolled out the final rendering of 3D, I started playing with the colour options for application as it was heavily dependent on the quality of the 3D.
The research said that at the peak of the customisation stage every user spends around an average of 1.5-4 hrs daily which spans across a few weeks/months, in some rare cases few users use this application for 7-10 hrs which spans across a few days because they want to finish faster.
Screens should be "Stress-free" and "Easy on eyes" is what one of my goals was. But at the same time, I wanted 3D to stand out because that's the core of the application.
I designed two versions - light and dark mode, which I wanted to work on based on time and I decided to test.
I reached out to sales and CEM's to connect to the users:
Sales: at the demo apartment (construction site) when salespeople used to walk prospective users customisation stages and talk about eDesign I used to show designs and ask which one they would prefer.
CEM's: when CEM's used to meet users for customisation discussion if I am there, I used to show and in some cases I shared designs with CEM's and they used to show on iPad ask users which one they prefer.
Tested with 24 users, and overwhelmingly, the users preferred the darker mode.
- 7 users liked the approach of changing background based on the time
- 17 users felt that 3D stands out on dark mode.
During testing, one of the users mentioned.
I chose a hybrid structure because they are typical of intricate designs and often strive to flatten the information hierarchy to reduce the number of steps to content. Also, I wanted to give freedom to users to jump anywhere whenever they would like to reference something in another stage.
This is on the left side of the screen which travels all eDesign stages & store.
This opens when a customer clicks on the top right. This is global but the content will change based on the stage where the customer is. e.g if the customer is in 'Intro to design' they will not see Save as, render, submit etc.
For this complex application, it was critical to design a smooth onboarding and on-demand help.
I planned onboarding for each stage and during the customisation ay any time if the user wants help system recognises at what stage they are in and suggests help in the form of actions and content.
Through this floating toggle feature, the idea was to give user control and freedom. This toggle travels at most of the customisation (3D) stages and it changes based on the situation where the user is.
Toggle behaves differently based on the stage the user is at, but interaction is consistent. No surprises!
To show a snapshot of important info to a user. Project image is shown to make an emotional connection. This screen aims to guide a customer through the customisation process by showing critical info like project name, unit number, number of days abatable to finish customisation & notifications.
Presets are for unique needs based on data. Users can start with a predesigned option that has been crafted for individual needs. This is also an access point to preview their default home.
Users can start with default or can start with the last updated version or can create a new version. It allows all family members to freely experiment/maintain design ideas/customisations without the fear of losing the changes. The system saves and creates a version for them. Versions also help them collaborate with family members in the longer run. To give more personalisation, users can create versions and add their name and description. Users can see detailed changes and cost in BOQ format.
Users: personalised spaces & personal versions
Users can upgrade from their default specification to the upper one for getting more features and value for their home. If the user opted for the basic one this system enables them to upgrade based on their needs and budget.
User: home with more features. Business: up-selling
This allows customers to play with walling layouts from the plan view. The rationale here is that a layout of a space is best understood by zooming into that space, but also by never losing the context of the layout of the overall home.
This also makes it easier for the user to see impacts/compromised areas, and hence ensures that a customer is making a decision in totality (all factors considered).
There is also a provision for a layout description which will show what all a customer gets and doesn’t get as part of a layout (using icons and simple text).
The idea is to allow customers to play with furniture layouts from the plan view. Similar rationale as the walling stage.
At the furniture layout stage, a customer will be zooming into that particular room from the top, and not the space as a whole. This is because the furniture layout is best understood in the context of the room, and usually remains unaffected by other layouts of the neighbouring rooms.
This was a critical stage, as it sets the tone for Functional Planning and Electrical Layout Customisation.
Features are big-ticket items that are best understood based on details and representational images. Hence, the feature enhancement stage uses a tile-based approach to select such items instead of a 3D render.
These are global selections for the home and are not space/layout dependent. This is again because anything that is dependent on a layout should be understood in the context of that layout, and hence is up for selection in Functional planning (like Split AC).
Also, these items are categorised based on purpose first, and a customer can choose one or more items in a category based on architectural and functional constraints.
User can compare items, it also communicates about the pros and cons for each element while comparison.
Business: up-selling and cross-selling
Finishes and themes, aesthetic aspects are best understood when they are looked at in a conceptual high resolution render of the space. This is the part of the application where users can connect most to TE’s design philosophy.
The design studio is the highlight of the product because it gives customers a true sense of what TE can create for them. I wanted customers to be exposed to as many concepts as possible so that they choose what they like the most before they choose functional aspects.
This also enables to upsell some of TE’s products because they look their best in the concept image. Hence, users can buy items that they see in the image when they don’t have them as part of their default home.
Business: up-selling and cross-selling
This stage empowers users to dabble with the functional aspects of their home (like cabinetry interiors and bed storage options).
The user lands in the space and can look around. This gives them a more personal feel of the space. Items that they can customise will have an icon on them.
One of the critical findings from user research was users feel lost in space because they aren't sure where to start in space and how many items can they customise.
To solve this, I introduced numbering on items that users can customise for each frame view of a space. Numbering was mainly to give an idea to users about how many items they can customise in space because most customers don't even realise the level of customisation that TE offers, and hence they end up missing out.
A customer can toggle between options in either 3D or images depending on which option the architects decide gives the real feel of functional aspects.
Business: up-selling and cross-selling
The idea was that users could customise their electrical layout from the top view. This stage was intended to help them understand the layout, and make changes as needed, and hence, the design helps them see all points and connections in one shot.
This stage is not intended to be a place to make functional or aesthetic selections like light points or light fixtures that look best in that room or serve the best purpose in that room.
A store is a one-stop shop where customers can choose loose items, e.g. loose furniture, extra lightings, furnishings, curtains, plants etc. that they’d like to buy from TE.
These aren’t layout dependent because TE has no control over where the customer would choose to place such items once they’ve bought them.
Users: loose items Business: cross-selling
Once the user is done with the customisation they can review, modify, or request for high quality renders, which will show users how each space will look like. Renders will have all 7 stages of customisation.
Before the user submits the finalised version, they see a detailed bill of quantity (BOQ) along with the complete price breakup.
Once users submit finalised version system gets locked, and users will not be able to make any changes to that version.
The finalised version goes to the CEM's and architect's systems for review.
Submit (on-click) - there are 3 sets of final drawing set gets generated (pdf).
Product owners decided to use Customer Satisfaction Score (CSAT) metrics because of its simplicity, as this is one of the most common metrics for gauging customer satisfaction. It's also one of the most straight forward.
We decided to use warm colours as primary because we want to build a visual language which communicates to the user when they see the screen.
For all primary states. It guides users where they are and what’s next for them.
Used this colour only to communicate cost. The direction was to get users attention on the cost throughout the application.
The client wanted to go for the customised font but considering time and cost, they decided to use something readily available.
Minimal line-based icons which we tested with users/marketing/CEM’s to align with brand.
Every project teaches us something. It's important to observe and act at the time before things go out of hand. Sharing a few from this project.
Since TE's majority of the users are the people who hold the highest social status, so it was quite hard to get their time. Most of the time, I used to rely on sales or CEM's. I used to go to the sales office and wait for people to turn up or wait for CEM's meetings with users. This is a challenge as when I need to test with users I don't have them. If I wait, I lose time as the tech was happening parallelly.
I found another way to do quick test contents/designs. I took the guerrilla testing approach started showing designs to others to get a fresh perspective. Is it easy enough for first-timers?
Early adopters testing - I named them because they were seeing/using this product the first time.
Testing with stakeholders
During my first design showcase, I showed wireframes on the projector, and soon I realised that stakeholders had a hard time understanding the flow and designs. Especially connections because for few people on-screen it's hard to connect the dots between screens. I observed how architects worked and realised, architects generally play a lot with papers (A3) when they work on designs and when they present. I took that as a learning and changed the way of showing flows and designs.
I moved from digital to paper for design showcases so that architects can feel homely.
Visual designs I showed only on iPad because I observed that the projector doesn't justify the quality/perfection and also I wanted to give them the real feel of how the product is going to look and work on iPad.
For design showcases, I used to ride 580kms with a box of printed wireframes on A3 sheets to showcase. I named that box 'Box of hope'. Yes, I love riding a motorcycle, so I thought, let's mix fun with work.
Communicating designs in detail sometimes is challenging for the other teams. I used to share files and realised that people hardly used to go through them in detail. So ignorer to solve that I posted all designs based on scenarios and flows on the wall in the team area so that everyone can go through.
It’s hard to quantify how much I did learn by working on this project with such a talented team, but I can easily point out how the redesign impacted users and how it reflected in business. After eight months of going live, Total Environment shared data with us to celebrate success.
That's a lot to take in. Just not to add more length to this case study, I have skipped a few aspects of this project here like: How I sold the design to clients, I didn't show wireframes, how we increased operational efficiency to name a few.
If you need any more information, please send a message, and I'll be in touch as soon as I can.
Total Environment founder