Background
Overview: 
Livspace provides end-to-end interior design solutions (design, manufacturing, installation and customer experience) for home owners. ‘Kitchen design’ is the primary revenue generating (~50% of total revenue) part of Livspace's business.
Projects with kitchen design make up to 72% of the active projects but only 55% of these orders are completed. 
The drop during the design stage reflect gap between the customer’s expectations and Livspace’s design deliverables. This gap is due to the challenges that interior designers face in handling and completing kitchen projects efficiently. The primary challenge for interior designers is the need to work on ​3-4 unintegrated independent tools at different stages of project. Use of multiple design softwares makes the project timeline unpredictable and error prone, which affects the customer experience. 
Business goals: 
- Increase lead conversion, reduce gap between converted and completed projects
- Save external software licensing cost

Responsibilities, UX Designer: 
Collaborate with product and business teams
- Define product design scope
- Conduct user research 
- Create interaction flows and visual design 

Organization: Livspace

Team: 
- 1 Product manager (Anchal Arora), 
- 10 full stack Developers led by Vidur Jain,
- 1 UX Designer (Me) 

Timeline: Jan - Jun 2018

Primary design & prototyping tools: Sketch, Invision
How might we make the Livspace's interior designers' 
kitchen design process easier and more efficient? 
Solution
A single source and design tool integrated with the project management platform 
reducing redundant work and errors due to information loss.  
Research
Understanding the user needs, business and stakeholders
To better understand the kitchen design process I interviewed 6 interior designers (3 from kitchen design team, 3 from full home team). I conducted field observations by visiting client meetings and manufacturing units. I observed and took notes from the monthly kitchen design orientation meeting. Apart from this I looked into my previous research on different roles involved in the interior design project (general managers, order management executives, category managers, sales and marketing executives) and understand how the entire interior design system works and how kitchen design fits into it. I also conducted competitive analysis on products directly competing and indirectly related to kitchen design or interior design including the products and design flows which interior designers currently use. I identified two main user personas (expert and amateur), mapped user journeys for interior designers to understand the process (how the communication and information flow works). 
Kitchen design journey map (notes)
User Personas
Through my research, I primarily identified two user personas. One is an experienced expert interior design, who handles more projects and need flexibility and speed. The other is a new or less experienced interior designer who wants more guidance and rigid rules to follow. Striking the balance between the two was very important for the product to be successful. 
Service Blueprint

Service blueprint of existing design process. Multiple stakeholders are involved across the project in different phases but the primary line of interaction between the customer happens only with the lead interior designer of the project. 

Ideate & Design
After aligning business requirements and user needs, I started my design process by creating design guidelines. Following this, I discussed with my product manager and prioritized the features. I studied other design softwares to understand the user's mental model and structure of these tools. I ideated on the tool's structure and then proceeded to designing the interaction flows, wireframes and visual design through an iterative process involving stakeholder and user feedback. 
Concept model and mindmap of kitchen design
Initial concept model; Kitchen design mindmap (view full mindmap: https://mm.tt/1113422413?t=JHjaiaENtS
Initial ideation (4 concepts): we discussed the pros and cons of all the concepts and decided to go with concept 1, 
because of its balance between being guided and at the same time being flexible enough. 
UI Exploration
I explored the interface design by experimenting with the iconography, use of colors and other design elements. 
Wireframes
Design Language
I created a design system to make sure all the screens are consistent and the web app is modular in nature for adding new features in future.  This helped me quickly move from paper wireframes to user interface design. 
Prototype
Evaluation
User acceptance testing results:
• 100% task success rate (creating a given kitchen design)
• Time taken to design and export parallel kitchen design's 3D renders and technical drawings reduced from 3 hours to 30 minutes
• Increase in feature discoverability when compared to Livspace's modular storage design tool
• Design iterations achieved with just a few clicks, compared to previous manual addition of each unit 
Impact and reflections
The two years at Livspace was an amazing experience. I moved from a design team of 13 (at my previous company, TinyOwl) to a team of 4, designing a range of web-projects, hiring and mentoring a new designer. At Livspace, by watching the impact of the products I designed so closely, I developed a passion for user centered design process and got motivated more than ever to pursue a masters in HCI.
Key product impact: 
• Achieved 95% adoption rate within one month of launch
• 600 proposals created per day and 400 proposals shared with customers every day
• 50% AutoCAD licensing cost eliminated
Key takeaways from the project: 
• Implementing new behaviors can be difficult - bringing familiarity from conventional tools while innovating flows is the key. 
• Communicating and collaborating well with engineers throughout the design process is essential in understanding feasibility and at the same time cultivating empathy for users among the engineers. This collaboration fostered a creative environment for the entire team to move forward and solve problems faster.

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