TATA Steel Aashiyana

UX Design • In Development • 8 Months

Building a home can be overwhelming with limited guidance, fragmented information, and offline dependent decisions. Tata Steel Aashiyana began as a product catalog but needed to evolve into a platform that could support homeowners through planning, budgeting, and buying.

Users lacked end-to-end support for their homebuilding journey. The platform felt transactional, with no tools for tracking spend, no support for phased decision-making, and little contextual alignment with how construction happens on the ground.

Blending Content and Commerce

Integrated contextual content, including guides, cost breakdowns, and home loan explainers directly into the product discovery experience.

To help users make better decisions and improved conversion by connecting learning with purchase actions.

We introduced a suite of tools from a building cost estimator and project planner to an architecture plan gallery.

Tools for Real-World Planning

Redesigned each product category to reflect real-world behaviours, allowing users to compare brands, consult local dealers, and make decisions progressively.

Contextual Product Journeys

Field Work That Reframed Assumptions

Spending time on-site, with families, contractors, and dealers. Revealed patterns and priorities that digital data alone couldn't.

These encounters challenged our assumptions and directly shaped how the platform speaks, flows, and earns user trust.

Previous

Workforce Transformation with GenAI (Consulting Firm)
Next

Empowering rural and urban customers through seamless, digital loan solutions