UI/UX Design- Perchpad

A new, more delightful experience for buying home decor products.

When 2018 | Skills User Research, User Flow, Wireframing, Prototyping, User Testing, Branding and Identity


This study seeks to find a hassle-free and scalable solution to improve the home shopping experience for people who lack either the time to scout through various sites and stores or the imagination to create a look that complements their home.

  • Identify a sub-culture and subsequently, a niche market with a key pain point.
  • Create a survival kit solving for the pain point.


Non-designers like engineers, analysts, scientists, etc who appreciate good design.

Niche Market

People from non-design backgrounds living in fashion forward cities who want to keep refreshing their interiors according to changing trends. They follow interior trends on pinterest and instagram.

Problem Statement

Setting up a house or condo is a daunting task. People spend hours online looking for a product they like. For most people it is hard to imagine which products will look good together and even if they do manage to get a look together, they're frustrated that styles and trends keep changing.

How might we

Ease the process and minimize the effort of buying home decor products that make a home look right out of a curated inspiration board.


Provide an experience where customers can buy whole looks in one go and leave the days of scouting and browsing through different sites and stores, behind. Be it a wall they want to accentuate, or create a corner where they can read in peace, or an table setting for the family that’s visiting them— it’s one click away.

Have designers on board and as collaborators who design these looks based on upcoming trends and different moods.

  • Research

    User Interviews
    The process involved interviewing people and understanding how they decorate their homes, their daily habits, their attachment to their spaces and their eccentricities.


    • According to HomeGoods’ survey findings, 93% of Americans felt a room’s decor could positively or negatively affect someone’s mood. In addition, 77% of survey respondents said at least one room in their home needed decorating attention.
    • A Houzz.com survey in 2018 indicated that a better mood doesn’t have to come at a big price as 99% of respondents felt that simple decor updates, such as improved lighting, stylish organizational solutions and decorative accents, could make them feel happier without breaking the bank.

    Competitive Analysis
    followed this initial research up with a brand competitive analysis that gave me a basic understanding of existing brands in the market - their communication messages, value proposition, and brand strengths and weaknesses.


    Most people have an instagram account, and a large percentage of them follow more than a couple of home decor inspiration pages. If not instagram then, Pinterest. Point is, everybody wishes they could design at least one corner of their homes that looks straight out of those pages.
    Setting up a home is a daunting and time consuming task. For most people it’s hard to imagine what will look good together and even if they do manage to get a look together, styles trends keep changing.

    Home decor inspiration from Instagram or Pinterest.
    Decorating is time consuming.
    Simple decor updates can elevate mood.
    Lack of imagination.

  • Users and their stories

    The insights I gained from the user research led me to making personas where I highlighted the kind of shopper my user would be, their design style and their pain points.

    Inspiration Board
    The personas helped me to make an inspiration board for each persona which opened my thinking about what the branding identity of the product should be. These were later combined into one common board that encompassed the identity of all the personas.

    User Story
    The user story of each persona identified the need that will occur for the user to use my product and the way they will subsequently interact with it.

  • User Flow and Wireframes

    User Flow

    I converted the user stories into a simple user flow diagram and made initial wireframes to back it up.

    Low-fidelity Wireframes

    Based on the user flow, I made low-fidelity wireframes for the upcoming user-testing.

  • User Testing

    User Test Summary

    I conducted a round of user testing with people I had interviewed in the beginning and some people who didn’t know anything about the background of my research.

    Tasks to perform

    • Which name of the product resonated more with them: Doneup, Perchpad, and Homey.
    • Search for a Wall Look.
    • Put a nature filter on the wall look options.
    • Select a look and check its details.
    • Add a look to the basket.

    The tests revealed three things

    • Perchpad was the clear winner followed by Doneup then Homey. Users said, although Doneup told them more about the brand, Perchpad had a brighter feel to it and was easier on the tongue.
    • Since they were buying whole looks, the users wanted more information about each and every decor product included in the look.
    • Some users, mainly the ones who don’t have a lot of design understanding but nevertheless want to remain trendy, wanted to see AR technology as part of the experience as they didn’t want things to be left to their imagination.

    User Flow based on Feedback

  • Information Architecture and Task Flows

    Information Architecture

    Based on the new flow, I made the Information Architecture of the web and app experience.

    Task Flow of each Persona

    Forming the information architecture of the experience made it easier for me to identify the journey each of my personas will take while interacting with the experience.

    Task Flow- Andy

    Task Flow- Ana

    Task Flow- Ray

  • Branding Process

    After the low-fidelity wireframe testing, it was time for me to get to the drawing board.

    Word Cloud
    I generated a word cloud that defined my brand language which I kept referring to while the upcoming process.

    Inspiration Board
    I, then, combined the inspiration boards I made for each of my personas and made a common board that complemented my word cloud.

    Logo Sketches
    With the inspiration in place, I started making logo sketches, and soon converted a few options into a single color digital version. That gave me a clearer picture of what could be scalable in terms of size and brand language, which made it easier for me to decide which logo to go ahead with.

Branding and Identity

This was followed by a detailed brand manual which included usage, typefaces, colors, do’s and dont’s, and brand patterns.

Brand Manual


User Facing Merchandise- Packaging

User Facing Merchandise- Packaging Paper

User Facing Merchandise- Artwork Holder, Invoice, Folder, Pin Buttons

Company Merchandise- Business Cards

Company Merchandise- T-shirts

Campaign- Buy the Look

According to a survey done by Overstock.com in 2018 highlighting different ways consumers shop, 73% of the survey respondents thought that being on trend was a herculean task - they feel like they simply can’t keep up with trends; just when they style to one trend, a new one comes out.
And 63% said there is too much information out there when it comes to home styling and decorating ideas - they just needed a trendy space to function efficiently in their everyday lives.

Communication Message
To tackle these feelings, I made a promotional ad campaign to go on social media channels and interior decor magazines that was meant to influence people to ‘Buy the Look’ from Perchpad, a look that would make them enjoy their mundane as well as entertaining activities.

Webpage Ad

Social Media Ad

Print Ad

Web and App Experiences

After all the work- research, wireframing, testing, information architecture, branding and identity, and the campaign, now was the time to actually start building the prototype of the product.
My challenge here was to bring the brand and the wireframes of the product together so it would be a clutter-free yet exciting user experience.

App Interactions