2021-2022, India
iDesign.Market was an early-stage startup that emerged as an extension of MarksDzyn, a company previously focused on B2C interior design projects in major Indian metropolitan areas. Recognizing significant opportunities to address systemic inefficiencies in the industry, the company strategically pivoted to the B2B market with specialized software offerings.
The project was executed by a dedicated cross-functional team:
• 3 UX/UI Designers (including myself) working on different parts of the SAAS
• 1 Product Manager overseeing project direction and business requirements
• 8 Developers responsible for implementation
As the lead UX Designer for the BOQ tool component, I was responsible for:
• Leading stakeholder research and user interviews
• Creating wireframes, prototypes, and high-fidelity designs
• Ensuring business requirements aligned with user needs
• Developing the UI design system for consistent implementation
• Managing developer handoff and providing implementation support
Nov-Dec 2021
Research, Problem Definition & User Interviews
Jan-Feb 2022
Synthesis, Wireframing & Initial Prototyping
Feb-Mar 2022
MVP Definition & Hi-Fi Design
Mar-Apr 2022
Developer Handoff & Implementation Support
Apr-May 2022
Testing, Refinement & Launch
The interior architecture and design industry in India faced extreme fragmentation across its value chain, creating significant operational inefficiencies that directly impacted project timelines, costs, and stakeholder satisfaction.
Our research identified critical pain points in the current workflow:
Nonlinear workflows with frequent bottlenecks and delays
Communication gaps between stakeholders (designers, contractors, manufacturers)
Difficulty tracking changes across multiple documents and versions
Inefficient project management resulting in extended timelines
Reliance on informal communication channels (WhatsApp, PDF exchanges) for critical documentation
• Managing frequent revisions due to changing client requirements and budget constraints
• Tracking changes efficiently across multiple documents and digital formats
• Centralizing communications currently scattered across WhatsApp, email, and PDFs
• Creating transparency and accountability between all stakeholders in the project lifecycle
Our comprehensive research approach included:
• In-depth interviews with 15+ stakeholders across the value chain (interior designers, contractors, manufacturers, project managers)
• Analysis of existing workflows and documentation processes
• Evaluation of current communication methods and pain points
• Review of existing BOQ tools and their limitations
• Observation of real project management scenarios
• Synthesis of leadership team's industry expertise and insights
Communication Issues
Project delays were primarily caused by communication breakdowns between stakeholders
Revision Chaos
BOQ documents underwent an average of 7-9 revisions during a typical project lifecycle
Scattered Documentation
WhatsApp was the primary communication tool, creating significant documentation challenges
Time Waste
Stakeholders spent 15-20% of their time searching for the latest document versions
Error Propagation
Errors in BOQs frequently cascaded through the project, creating costly rework and delays
Transparency Gaps
Limited visibility across teams created accountability issues and blame-shifting
• A centralized platform for all BOQ-related communications and updates
• Clear version control and change history tracking
• Role-specific interfaces for different stakeholders
• Mobile accessibility for on-site usage
• Intuitive UI that accommodates varying levels of technical expertise
Based on our research, we prioritized these features for the initial release:
• Material and quantity input fields with automated calculations
• Basic version control system for tracking document changes
• Role-based access controls (designer, contractor, client)
• Commenting functionality on specific BOQ items
• Export capabilities for offline/onsite use
• Mobile-responsive interface for field access
Features planned for future releases:
• Advanced analytics dashboard for project progress
• Integration with procurement and inventory systems
• AI-powered material quantity suggestions
• Approval workflows with multi-stage verification
• Offline capability with automatic synchronization
• Enhanced visualization tools for budget management
Based on our research insights, I explored multiple design approaches through sketches and wireframes focusing on:
The final design solution for the BOQ tool incorporated these key screens and features:
Streamlined process for finalizing and sharing BOQ documentation
To Manage Leads/Keep track of clients.
Comprehensive collection of all 3D files in the project.
Making sure all measurements and measurement documents are up to date.
Responsive design optimized for on-site usage
We conducted comprehensive usability testing with real industry stakeholders to validate our solution:
• In-person testing sessions with:
- Interior designers (7 participants)
- Contractors (5 participants)
- Project managers (4 participants)
- Homeowners/clients (3 participants)
- Interior architecture firms (2 companies)
• Task-based scenarios covering key workflows:
- Creating new BOQ entries
- Reviewing and approving changes
- Tracking version history
- Mobile usage scenarios
- Exporting and sharing documentation
Finding: Users struggled with the initial categorization system
Solution: Redesigned with industry-standard categories and visual hierarchy
Finding: Mobile interface was difficult to navigate on construction sites
Solution: Created simplified view with larger touch targets and reduced functionality
Finding: Change history was too technical for non-technical users
Solution: Implemented visual diff indicators and simplified language
An internal pilot with 15 projects demonstrated significant improvements in project execution:
• 14-21 day reduction in overall project delivery timelines
• 30% improvement in accuracy for material ordering and cost estimation
• 65% reduction in revision-related miscommunications between stakeholders
• 40% decrease in errors and rework requirements due to improved information flow
• 87% of users reported higher satisfaction through streamlined collaboration
These metrics highlight the substantial business value created through the BOQ tool's implementation, directly contributing to iDesign.Market's competitive advantage in the B2B interior design software market.
The tool's success validated the company's strategic pivot to B2B software solutions and established a foundation for future product development.
If given additional time and resources, these are the key improvements I would implement:
• Implement advanced analytics dashboard to measure user engagement and feature utilization
• Create visualization tools for tracking project efficiency metrics
• Develop reporting capabilities for stakeholder decision-making
• Develop AI-powered suggestions for material quantities based on historical data
• Implement predictive analytics for potential bottlenecks and delays
• Create intelligent cost optimization recommendations
• Build integration points with procurement and inventory management systems
• Create connections with CAD/BIM software for direct material extraction
• Develop APIs for third-party application integration
• Expand mobile capabilities for on-site use in low-connectivity environments
• Implement camera-based scanning for existing documents
• Create AR visualization tools for on-site verification
1. Balancing Complexity with Usability
Finding the optimal balance between comprehensive functionality and intuitive ease of use proved critical for adoption across stakeholders with varying technical abilities and comfort levels.
2. Stakeholder Involvement
Regular feedback from actual users throughout the design process ensured the tool addressed real-world needs rather than theoretical workflows, significantly improving adoption rates.
3. Business Alignment
Working closely with the leadership team helped ensure that design decisions supported both user needs and business objectives, creating a commercially viable product.
1. Value Proposition Clarity
Demonstrating immediate time savings helped overcome initial resistance to adopting new software in an industry accustomed to traditional processes.
2. Cross-Functional Communication
Developing effective communication strategies between design, development, and business teams was essential for successful implementation.
3. Design System Value
Creating a comprehensive design system early in the process dramatically improved development efficiency and product consistency.
The Bill of Quantities (BOQ) tool represents a significant advancement in addressing collaboration challenges within India's fragmented interior architecture industry. By streamlining communication, centralizing documentation, and creating unprecedented transparency between stakeholders, the solution delivered measurable time savings and quality improvements that directly impacted the bottom line.
This project demonstrates how thoughtful user research and strategic UX design can solve complex industry problems while creating substantial value for businesses and users alike. The success of this implementation validated iDesign.Market's pivot to B2B software solutions and established a foundation for future product development in this space.
If you are interested in discussing this case study further You can contact me at
madhav18897@utexas.edu
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