PROJECT

Online Architectural services🏡💜 for home decoration lovers

Decodi is an innovative online platform revolutionizing architecture and interior design services in Turkey.
It provide accessible, affordable, and high-quality design solutions tailored to users needs.
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WORKFLOW

Research Interview
Research Analysis
Business Value Proposition
Persona Card
UX Design
Webflow Development

TEAM

Ceren ErtĂĽrk
Ercan Mutlu

TIME

2023-2024
6 month

PRODUCT

Decodi Business
&
Website Design

Metrics

BUSINESS

CR
CTR
MRR
NPS

USERS

Engages Couple
Busy employee
Decoration Lovers

Research Process

Decodi is a Turkish startup targeting individuals seeking expert architectural advice. Eveything started from idea stage.

First of all, I made an interview with 30 people;‍
- 5 people who get an architecture service before,
- 5 people who don't get an architecture service ever,
- 5 people who are engaged and designing a new home,
- 5 people who are very busy and working on corporate,
- 10 architects who are eager to give online services

User Interview

Response Analysis

After completing the user interview process, I meticulously organized all the collected information on FigJam. This allowed me to identify and analyze common patterns across the data. I followed this detailed process for every interviewee to ensure consistency and thoroughness in my analysis
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Affinity Mapping for Decodi

Happy Customer:

It includes the aspects that customers most enjoyed and were satisfied with in their past experiences working with architects. This information played a crucial role in shaping Decodi’s vision and understanding customer expectations

Budget:

It helped us understand customers’ expectations from an architectural project, their budget, spending behaviors, purchasing habits, and how flexible they can be within a project.

Main Reasons for Renovation & Decoration:

It provided insights into why and when customers decide to undertake home renovations and redecorations, who is involved in the decision-making process, and where the needs arise during this process.”

Bias:

Do customers have any biases? Are these biases against architects, contractors, or other aspects? We gained important insights on how to address and eliminate these biases.

Persona Card

After completing the affinity map project, we created a persona card. This task allowed us to empathize with our potential users and define key aspects such as who they are, where they live, their family status, income level, preferred brands, and the platforms they use. By addressing these questions, we aim to develop convenient and attractive features tailored to this target group.

Renters

Renters tend to have demands and needs focused on small decoration changes rather than investing a significant budget into home decoration.

Home Owners

Homeowners are the most enthusiastic and motivated group when it comes to renovations. They are not hesitant to invest in their own homes. In older homes, there is a tendency to renovate kitchens and bathrooms, while in newer homes, the focus is on rooms and lighting.

Busy White-Collar

White-collar workers are highly motivated to create a space where they can enjoy their time at home, but they are the most disadvantaged group in terms of budget and time. Due to their lack of time and energy, they are interested in practical solutions like Decodi.

Engaged

Engaged couples are highly motivated to prepare their homes, but they often feel overwhelmed by the numerous options and brands, making it difficult for them to make decisions. They are not fully interested in complete home/room design services, so hourly consulting services are ideal for this group.

Competitor Analysis
& Benchmark

We conducted an empathy map to understand the current market, focusing on other players and the features, pricing, and positioning they offer to their customers, particularly those offering technology-based and service-based solutions.
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Next, we performed a benchmark analysis of visuals and features to evaluate what competitors provide and the experiences they offer

Task Flowđź“‹

As a UX Designer at Decodi, my primary focus is to create seamless and intuitive experiences for both new and existing users. To achieve this, I designed a comprehensive task flow that addresses the specific needs and pain points of our user base. This project is pivotal in ensuring that users can navigate our platform effortlessly, leading to increased satisfaction and engagement.

Flow chart ➡️

As part of my role at Decodi, I developed a comprehensive flowchart to map out the user journey for both new and existing users. This flowchart details each step of the user interaction with our platform, from the initial onboarding process to ongoing usage of our advanced features.
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The purpose of this flowchart is to visualize and streamline the user experience, identify potential pain points, and optimize each interaction for greater efficiency and satisfaction. This project demonstrates my expertise in user-centered design and my commitment to enhancing the overall usability and engagement of Decodi’s services.

Road to Interior Design Word đźš—

To understand interior design styles, I first needed to learn about the different interior design types. Therefore, I conducted a detailed study, but below you can see the basic categorization of architectural styles that I created.

User Journey Map

As a UX Designer, I completed an As-Is and To-Be journey analysis to ensure users have a seamless, invisible experience. This analysis allowed us to understand potential customers better by highlighting critical elements such as emotional states, expectations, opportunities, and pain points.

Through this work, we identified numerous opportunities to improve the user experience and address user needs more effectively.
Interior Design Marketplace

Decodi Dashboard

Decodi seamlessly matches users with the most suitable interior designer in seconds. The Decodi dashboard enables users to chat, manage projects, and attend meetings effortlessly.
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