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Document overview
My role in the project
This presentation outlines my contributions to a sizeable collaborative project during my tenure as consultant at Concentrix Catalyst.
At my first day as an experience designer at Concentrix Catalyst, I attended the kick-off meeting of the project Sparkle, where I was introduced to the larger internal team and stakeholders, which was the commencement of an year long collaborative journey.
Once familiarised with the relevant documentation - SOW, competitive analysis, RFP response etc., I began contributing to the preparation efforts towards the discovery sessions planned. My documentation will be covering from this aforementioned stage onwards.
Phase 1
Project introduction & context setting
Problem statement
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How might we re-imagine painting as a service through the pillars of transparency, trust and fun?
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How might we enable a new kind of digital marketplace for in-home services?
Design framework
The Double Diamond design thinking model, comprising the four phases (discover, define, develop, deliver), served as the structured framework for this project.
Roadmap: phase 1
Employing an agile methodology, the team executed tasks in iterative sprints, ensuring a dynamic and responsive approach to project development
Team introductions
The work effort was divided into - Consumer App and Website, and Service Apps (Site Assitance Surveyeor, Colour Consultant, Quality Check, Service Partner)
Discovery workshop
and outcomes
Discovery workshop moments
The discovery workshop aimed to align stakeholders, prioritize features and personas, and establish a clear project vision. Activities included creating customer journey maps, crafting personas, and workshopping a preliminary design direction to define and guide the project's path forward.
Personas & journey maps
Initial sketches & feature ideation
Design direction
A significant challenge we encountered was the delayed brand guidelines, only obtaining them at the end of phase 2. To progress, we collaborated with the client to establish a preliminary design direction and set up adaptable design systems, ensuring ease of integration once the guidelines were received.
approved_neumorphic
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Ideation
By the discovery workshop's conclusion, after gathering requirements and analyzing collected data, we delved deeper into each user action within the product lifecycle. This process involved mapping every touchpoint to inform our subsequent screen designs and wireframes.
Service design blueprint
Sitemap
Userflows
first time user
registered user
first time user
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Conceptualise and structure
Building upon the mapped user flow and service design blueprint, we initiated iterative wireframing and visual design. Simultaneously, we conducted user tests, collaborated with the marketing team to refine the UX copy
Wireframe snippets
Lead form
To gather essential information for advancing the lead, we crafted an intuitive lead form featuring a streamlined wizard flow for ease of use.
Colour visualiser
Keeping the tech feasibility in mind we designed a colour visualiser that helps the consumer compare and visualise.
Phase wise updates

With a timeline view the consumer can track progress at all times and is notified at each step of the process.
Phase 2
With that we ended the phase 1 to ship out the MVP along with user stories and dev support. Simultaneously we started preparing for the next discovery workshop.
Introducing the new modules
New module, roles and leads
While each module was overseen by an individual, the project demanded daily collaboration to ensure that all components aligned seamlessly. This was crucial, as the user flows intricately connected with the broader consumer-facing corporate website and the overall service experience.
Discovery workshop
and outcomes - new modules
The experiences for Phase 2 for painting services & products includes the Painter, Consumer, Architects and Interior designer experiences for 5 key modules & channels: Colour, Visualiser, E-commerce, Experience stores and AEM components
Competitive analysis
Sherwin Williams’s approach to colour exploration is largely divided based on colour family, room and collection. There are additional ways to filter colours selected and a range of tools is provided to the user to aid the selection process.
Benjamin Moore provides a menu based navigational layout for exploring colours along with the associated set of tools from the likes of visualiser with pre-rendered images and virtual consultation, while one section is entirely dedicated to insights into colour theory.
Adobe Colour CC provides an interactive tool to create palettes and check for contrast ratios. Even though it’s not a direct competitor, it provides inspiration for tools that can be extrapolated and appropriated for use by the consumer or a service provider (painter), while making the colour exploration process fun, engaging and informative.
Prioritisation: From inspiration to colour selection, up to purchasing. Various research show that colour is the main driver when buying paint. However, selecting colour is also the most critical step of the painting journey, as consumers are finding it increasingly difficult to choose from a growing range of colours and products
Personas and mindsets
How might we ensure the goals of multiple personas are met, from the standpoint of - painter, consumer, and contractor?
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​Getting the right tools to feel reassured about the choices made
Testing Colour and quality of the chosen product in their environment -
Finding Colours always available
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Experiencing a new modern way of purchasing paint
User flows
Brainstorming sketching / white-boarding
Digital sketches
Requirement gathering and validation
Gathering requirements and user scenarios allowed us to finalize the feature list and functionality, reducing the risk of rework and potential timeline overruns later in the project. This alignment among cross-functional stakeholders served as the guiding document and informed the Business Requirements Document (BRD) for our development partner.
Planning, scope & roadmap
Timeline overview
Sprint cycle
Each sprint will follow a waterfall approach, incorporating 3-4 screens from every module. These screens will be designed and reviewed before they are officially signed-off by the end of each sprint.
Structuring & visualisation
Setting up confluence
We setup a Confluence space for our cross-functional teams (content, development, stakeholder) to work together/collaborate and to centralise and promote effective knowledge sharing of project plan/progress, product requirements, components and templates and overall deliverables.
SItemap
Colour module sketches
Design system - guidelines
Visual design - key features - colour modules
In conclusion...
Challenges, limitations and learnings
After the retrospective session, I compiled a document and categorized the points based on their respective buckets.
Communication
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Daily stand-ups within CNX and Birla
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Bi-weekly sprint review for each persona between Birla (Key Stakeholders) and Concentrix
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Bi-weekly calls with development partner, Birla and CNX to track the progress
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Streamlined communication with dev team on updated screens
Delays & extensions
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Account for revisions in timelines
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Setting up extra time to understand and identify any gaps etc.
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Clear communication regarding delays in delivery to be conveyed in advance
Feedback & brief
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Aim to share feedback on the tagged screens within 24-48 hours or setting up a discussion session the next day
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Aim for quick response to queries and questions posed by Birla
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Feedback to be shared by all stakeholders but one key decision maker can take the call for their respective persona
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Feedback and suggestion are to be traced till the closure of the project
Approach & management
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Involve dev from the get-go & initial design stages to avoid gaps in the later stages
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Maintain a change log to track all the changes done for different personas
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Clear roadmap for each personas - feature wise approach
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A project management tool to make collaboration between the business, design & dev teams (could be Jira/Confluence)
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Complete end-to-end documentation from the client's request to the end-user, present scope, and updates
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Document all URLs/links for deliverables for easy access
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