Crafting Home Decor Experiences That Reflect the Personality of Today’s Indian Home
From in-depth user research and competitor analysis to a focused UX redesign, this case study explores how Dusaan evolved into a curated, trust-driven home décor platform. It highlights how clearer navigation, refined storytelling, and a stronger visual identity boosted user confidence, improved engagement, and deepened the brand’s emotional connection with its audience.
Year
Client
Dusaan
© Dusaan
The Dusaan redesign set out to modernize home decor shopping for Indian users seeking clarity, inspiration, and trust. The previous experience was overwhelming, with scattered information and limited cues on quality or authenticity, making it hard for users to make confident decisions. We aimed to craft a guided, visually expressive, mobile-first platform that brings the feeling of walking through a thoughtfully curated decor store into the digital space.
Platform
Web | Android | iOS
Collaborators
Arshdeep Singh
Srishti Dudeja
Swayam Dhupkar
My Role
Design Lead
Skills Used
Design Systems
Creative Direction
Illustration
Icon Design
User Experience
Interaction Design
Identity Design
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Introduction
Dusaan is an emerging home decor platform that aspires to bring soulful, affordable, and curated living spaces to life for modern Indian households.
The goal was to transform Dusaan's fragmented, functional website into an
emotionally engaging, conversion-focused platform. While the original site offered variety, it lacked clarity, flow, and trust-building cues. Through deep user research and strategic UX thinking, we redesigned the experience to feel curated, intuitive, and mobile-first, evoking ease, inspiration, and warmth, while guiding users confidently from discovery to purchase in a space that feels both personal and premium.
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The Process
Discovery
2 Weeks
The need for guided exploration
Users struggled with information overload and lacked trust in quality
Dusaan needed to highlight its differentiators better: curation, community, styling tools
Define
2 Weeks
184 Survey responses
1:1 User Interviews across 4 major personas
Website audit & funnel performance analysis
Ideate
2 Weeks
Reimagined taxonomy using the Utility | Aesthetic | Purpose mental model
Defined shopper types (Casual, Targeted, Committed) and their flows
Created wireframes, loyalty programs, curated sections, moodboard tools
Design
6 Weeks
Mobile-first UI
Clear call-to-actions and urgency nudges
Visual storytelling and scroll-friendly layouts
A “Design Your Room” module and real home inspirations
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The Solution
A mobile-first, visually-led platform that doesn’t just help you decorate — it helps you feel at home.
A design system built to empower eyewear discovery with clarity, assurance, and character.
Insights & Interventions
UX audit of the previous site to identify friction in navigation, hierarchy, and trust signals
Qualitative user interviews and empathy mapping across 4 key personas
Survey of 84+ users to validate motivations, blockers, and triggers
Competitive benchmarking across Nicobar, Nestasia, Wayfair, and more
Journey mapping across casual, targeted, and committed shoppers
Mobile behavior analysis to prioritize thumb zones and scroll-first design
Feature Strategy
Introduced smart navigation by purpose (utility, aesthetic, gifting)
Designed "Shop the Look" and moodboard modules to drive visual discovery
Built flows for new, returning, and exploratory users with contextual nudges
Added trust-building features: verified badges, styling support, clear returns
Personalized prompts and wishlist persistence to encourage revisits and conversions
Curated category trees with layered filtering to reduce decision fatigue
Design Execution
Clean, mobile-first UI with focus on photography, whitespace, and scrollability
Literal and helpful UX copy to offset the abstract brand name
Modular homepage and collection layouts to adapt to campaigns and categories
Visual consistency through simplified typography and contextual CTAs
Content-led merchandising with real homes, styling tips, and social proof
Reduced friction by tightening layouts and decluttering journeys from home to cart
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UX & Architecture
Rebuilt information architecture grounded in user behavior
We restructured the entire site architecture based on real user journeys—prioritizing clarity, discoverability, and relevance. The new taxonomy enables intuitive navigation across rooms, occasions, and moods, reducing decision fatigue and guiding users more purposefully from browsing to purchase.
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Modules & Features
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Building a Warmer, More Trustworthy Home Decor Experience
The Dusaan redesign is built around four experience pillars that solve for the biggest gaps uncovered through surveys, interviews, persona mapping, competitive teardown, and the UX questionnaire. These modules address what users want most: easy discovery, clarity around product details, credible social proof, and a guided, value-driven purchase flow. Together, they turn Dusaan into a warm, trustworthy, mobile-first home decor destination for a new India.
Discovery & Inspiration
Users come in with different mindsets, utility, aesthetic, or purpose-driven journeys. The discovery system leads them into curated, relevant flows instead of overwhelming them with endless products.
Key Features
Curated journeys: Utility, Aesthetic, Purpose-based browsing
Smart Navigation to guide undecided shoppers toward relevant categories
Moodboards & “Design Your Room” for visualising combinations (USP)
“Shop the Look” with improved visual clarity and shoppable hotspots
Updated taxonomy for easier scanning across departments, categories, and subcategories
User Goals Enabled
Find relevant products quickly based on intent (utility, aesthetic, gifting).
Discover curated looks, combinations, and room inspirations without overwhelm.
Navigate departments and categories with clarity instead of getting lost in long lists.
Get ideas for how products will look together, reducing uncertainty during browsing.
Business Enablement
Higher product visibility across categories reduces dependency on hero SKUs.
Increased discovery → more add-to-carts for multiple items (especially decor bundles).
Better taxonomy increases SEO performance and sitewide engagement.
“Shop the Look” and moodboards increase AOV by promoting multi-product purchases.
Trust & Product Clarity
Users hesitate because product pages lack detail, quality clarity, and return transparency — which your surveys flagged as a top barrier to purchase.
Key Features
Rich PDPs with real-life photos, size notes, materials, and usage context
Verified customer reviews & styled UGC for credibility (community-driven focus)
Clear returns, shipping, delivery timelines
“Compare Similar Products” tool
Visual indicators: Best Seller, Trending, Fast Delivery, Back-in-Stock
User Goals Enabled
Understand quality, material, finish, and size without needing to visit a store.
Feel confident through real photos, verified reviews, and usage context.
Compare similar items easily to make informed decisions.
Reduce fear of mismatch, low quality, or misleading imagery.
Business Enablement
Decreases return rates caused by poor clarity.
Improves conversion by reducing hesitation and decision fatigue.
Builds credibility for first-time shoppers and returning customers alike.
Positions Dusaan as a transparent, trustworthy home decor brand.
Value & Conversion Drivers
Price and offers are the biggest decision-makers for Dusaan’s audience. Conversion increases when deals are visible, simple, and woven into the browsing experience.
Key Features
Sale-first design system with strike prices, timers, bundle deals
“Under 599” and value stores — integrated with taxonomy and not standalone islands
Wishlist save + reminders (important for “keep in cart and wait for sale” behaviour)
Upsell/cross-sell modules at checkout
Personalised recommendations: “More like what you viewed” (USP)
User Goals Enabled
Quickly spot deals, discounts, bundles, and value categories that matter to them.
Save items for later and return when the price drops or sale starts.
Discover budget-friendly options that still feel premium and curated.
Receive personalised recommendations based on browsing history.
Business Enablement
Increases AOV via bundles, upsells, and price-based collections.
Improves checkout completion through clear pricing and visible savings.
Reduces churn by aligning the experience with user buying behaviour (waiting for deals).
Drives repeat visits through wishlist reminders and personalised suggestions.
Community, Care & Post-Purchase
Home decor is emotional — users want reassurance, guidance, and a sense of being “looked after.” Dusaan wants to be deeply community-driven and build trust beyond the transaction.
Key Features
Live chat + styling help + WhatsApp support
Post-purchase tracking, care guides, and inspiration content
Community model: user reviews, lists, and moodboards (future state)
Loyalty & rewards
“Interior of the Month” & editorial features for UGC spotlighting
User Goals Enabled
Get support instantly via chat, WhatsApp, or style assistance.
Track orders clearly and know exactly when items will arrive.
Learn how to care for products and maintain longevity.
Participate in a community that inspires, validates, and celebrates their style choices.
Business Enablement
Strengthens long-term loyalty through consistent support and reliable service.
Encourages UGC that boosts credibility and drives organic conversions.
Reduces ticket load by giving users clarity through proactive updates and care guides.
Builds a repeat-purchase ecosystem through rewards, loyalty points, and community engagement.
Chashma Redesign Success Metrics
+35% increase in product discovery depth
Users are engaging with more product pages per session, driven by improved taxonomy, visual storytelling, and “Shop the Look” modules.
28% reduction in bounce rate on mobile
Faster load times, cleaner layouts, and improved mobile UX led to stronger first-page retention and exploratory behaviour.
3x increase in add-to-cart rate from curated flows
Bundled journeys, moodboard tools, and contextual nudges encouraged shoppers to explore more and buy confidently.
22% growth in returning visitor rate
Loyalty rewards, wishlist persistence, and personalised recommendations have started nurturing repeat behaviour.
2.5x increase in interaction with trust elements
Prominent placement of verified reviews, clear return policies, and styling tips increased user interactions with reassurance content.
75% increase in average time on site
Users spend significantly longer exploring collections, reading styling content, and building moodboards—indicating stronger emotional engagement.
Target: 5–6% conversion rate
Up from 1%, the redesign was aimed at supporting this leap through improved UX, retention, and persuasive merchandising.
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Conclusion
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The Dusaan system is crafted to scale with the brand’s ambitions, using adaptable UI modules that support new categories, curated stories, and campaign refreshes without redesigning the entire platform. Components flex to accommodate changing inventories, seasonal themes, and inspiration-driven content, ensuring visual consistency and operational ease. This approach lets Dusaan grow confidently into new formats and user journeys while preserving a warm, guided, and trustworthy shopping experience.
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