The Action Group Project
The Action Group, one of India’s largest business conglomerates, was founded in the early 1970s under the visionary leadership of Shri N. K. Aggarwal, a respected leader and philanthropist. Starting with Action Shoes, a brand that quickly became a household name, the group expanded across diverse sectors, including footwear, electronics, real estate, chemicals, flex manufacturing, coal mining, and engineered wood panel products.
Anticipating future demand for MDF, the group ventured into manufacturing Particle Board and MDF under the brand Action TESA, along with a wide range of value-added products like HDHMR, Boilo, HDF Laminate Wooden Flooring, UV-coated panels, and HDHMR doors. Action TESA, known for its technical expertise and diverse designs, is the preferred choice for customers, boasting India’s only 7th generation Contiroll machine from Seimpelkamp GmbH & Co., Germany.
With an annual production capacity of 750,000 CBM, Action TESA has solidified its position as India’s largest manufacturer of engineered wood panel products, driven by a commitment to innovation and excellence.
- Project Type : Web & Enterprise Portals
- PlatformWeb & Enterprise Portals
- Client : Action Tesa, The Action Group
- Location : Delhi
- Contact:Non Disclosure
- Duration : 1 Year
Challenges
Redesigning the Action TESA website and creating a virtual room planner posed several challenges. The website required a modern, user-friendly interface to showcase the brand’s extensive product catalog, technical expertise, and innovative manufacturing processes while ensuring seamless navigation for diverse users, including architects, designers, and consumers. It needed to deliver high performance, responsiveness across devices, and faster loading speeds to cater to a growing global audience.
The virtual room planner added complexity, demanding an immersive, interactive tool capable of real-time rendering of textures, colors, and designs, while maintaining an intuitive interface. Additionally, integrating this advanced functionality into the website without compromising performance and ensuring scalability for future updates was a critical challenge in reinforcing Action TESA’s industry leadership.
Our Design Strategy
To address the challenge, the following design strategy was implemented:
Discovery & Research:
- Conduct stakeholder interviews and user research to align the website and planner features with business goals and user needs.
- Analyze competitors' websites and tools for benchmarking.
User-Centered Research and Analysis
- Conducted in-depth user research, including surveys, interviews, and usability testing, to identify user pain points, behaviors, and expectations.
- User Persona Identification: Develop distinct personas for architects, interior designers, retailers, and end-consumers to design tailored user journeys.
- Simplified Navigation: Create a modular and intuitive navigation structure with categorized product sections (e.g., MDF, HDHMR, UV-coated panels) for quick access.
- Performance Optimization: Ensure faster loading speeds and high responsiveness to accommodate a global audience across devices.
Wireframing & Prototyping:
- Develop low-fidelity wireframes for the website and virtual planner, followed by high-fidelity prototypes for user testing.
Visual Appeal
- Redesigned the user interface to focus on simplicity, intuitiveness, and accessibility.
- Modern, Minimalistic Aesthetic: Use clean, spacious layouts with premium design elements to echo the brand's focus on innovation and quality.
- Design-First Branding: Align the website's visual language with Action TESA's brand colors and typography to reinforce a consistent identity.
Virtual Room Planner Strategy
- Room Background Customization: Allow users to upload their own room images to test Action TESA products in their actual spaces.
- Flooring Customization: Allow users to choose from Action TESA’s flooring products (e.g., HDF laminate wooden flooring
- Wall Panel Customization:- Texture Options: Let users apply wall panel products such as HDHMR panels, UV-coated panels, and MDF textures.
- Color Customization: Offer a color picker tool to customize the wall colors, with an option to view complementary or contrasting Action TESA products.
- Save & Download Designs: Users can save their designs as Jpeg for sharing with clients or vendors.
Enhanced User Interactions
- Simplified the payment journey with fewer steps and visual cues for guidance.
Design System Implementation
- Developed and implemented scalable design guidelines, driving consistency, enhancing efficiency, and delivering seamless user experiences across web platforms.
Testing and Iteration
- Conducted usability testing with target users to validate the design and identify improvement areas.
- Iterated designs based on feedback, ensuring continuous refinement and alignment with user needs.
Stakeholder Interviews
We conducted stakeholder interviews at Action TESA to align the Virtual Room Planner with business goals and user needs. Key insights emphasized creating a user-friendly tool for customizing room backgrounds, flooring, and walls while showcasing the product range. The feedback ensures a scalable, high-performance platform that enhances customer engagement and brand consistency.
Our Approach
At Action TESA, we adopted a User-Centered Design (UCD) approach to ensure the Virtual Room Planner is intuitive, engaging, and tailored to user needs. Our process began with in-depth stakeholder interviews and user research to identify pain points, expectations, and desired functionalities. We focused on creating a seamless, responsive interface that allows users to customize room backgrounds, flooring, and wall designs while exploring Action TESA’s extensive product catalog. Prototyping and usability testing were central to refining the experience, ensuring it resonates with architects, designers, and homeowners. By prioritizing user feedback, we’ve crafted a solution that combines technical innovation with effortless usability, reinforcing Action TESA’s industry leadership.
High-Fidelity Design
Developed a high-fidelity design for the Action TESA website, focusing on a modern, user-friendly interface to showcase the extensive product catalog and technical expertise. Designed seamless navigation with responsive layouts, ensuring optimal performance across devices. Integrated visually engaging elements to highlight innovation and brand identity. Conducted usability testing to refine the design, enhancing user engagement and satisfaction.
Design and Business Outcome
The TESA project concluded successfully with a reimagined design and a seamless implementation that met business and user objectives. A structured approach, coupled with the adoption of modern design principles and agile methodologies, ensured the project’s success and measurable results post-completion.
- User Engagement Growth: Redesigned interfaces and workflows increased user engagement by 45%.
- Enhanced User Experience: Delivered a user-friendly interface with simplified navigation, resulting in a 50% reduction in user drop-off rates.
- Improved Stakeholder Alignment: Ensured design decisions aligned with business goals, leading to greater stakeholder satisfaction.