About

Atria Solar rooftop is a B2C platform designed to help homeowners to explore, calculate, and purchase solar rooftop installations for their homes in a end-to-end user friendly, digital setup, as a one-stop solution for users interested in transitioning to solar energy.

Atria Solar rooftop is a B2C platform designed to help homeowners to explore, calculate, and purchase solar rooftop installations for their homes in a end-to-end user friendly, digital setup, as a one-stop solution for users interested in transitioning to solar energy.

End-to-end digital decentralised energy platform empowering homeowners to with a simplified journey with Atria transiting from B2B to B2C.
End-to-end digital decentralised energy platform empowering homeowners to with a simplified journey with Atria transiting from B2B to B2C.

Sustainable energy

B2B to B2C shift

Digital first journey

Branding

About Atria

Atria is a diversified business group with a focus on sustainability, energy independence and decentralization operating in energy, education, and hospitality. Founded in 1960, Atria has dedicated to reshaping the future through sustainable energy solutions and transformative community initiatives from two decades.

My role

I led the design of Atria Solar Rooftop, building a user-friendly journey from scratch with streamlined details along with building strong branding to support marketing strategies.

About Atria

Atria is a diversified business group with a focus on sustainability, energy independence and decentralization operating in energy, education, and hospitality. Founded in 1960, Atria has dedicated to reshaping the future through sustainable energy solutions and transformative community initiatives from two decades.

About Atria

Atria is a diversified business group with a focus on sustainability, energy independence and decentralization operating in energy, education, and hospitality. Founded in 1960, Atria has dedicated to reshaping the future through sustainable energy solutions and transformative community initiatives from two decades.

About Atria

Atria is a diversified business group with a focus on sustainability, energy independence and decentralization operating in energy, education, and hospitality. Founded in 1960, Atria has dedicated to reshaping the future through sustainable energy solutions and transformative community initiatives from two decades.

About Atria

Atria is a diversified business group with a focus on sustainability, energy independence and decentralization operating in energy, education, and hospitality. Founded in 1960, Atria has dedicated to reshaping the future through sustainable energy solutions and transformative community initiatives from two decades.

About Atria

Atria is a diversified business group with a focus on sustainability, energy independence and decentralization operating in energy, education, and hospitality. Founded in 1960, Atria has dedicated to reshaping the future through sustainable energy solutions and transformative community initiatives from two decades.

About Atria

Atria is a diversified business group with a focus on sustainability, energy independence and decentralization operating in energy, education, and hospitality. Founded in 1960, Atria has dedicated to reshaping the future through sustainable energy solutions and transformative community initiatives from two decades.

The Agile Methodology Timeline

The Agile Methodology Timeline

This Agile timeline outlines an eight-sprint product development process, progressing from ideation and primary research to usability testing and app design finalization. Key checkpoints ensure alignment on UX research, marketing strategies, product development, and usability metrics, fostering iterative improvements and a user-focused approach.

This Agile timeline outlines an eight-sprint product development process, progressing from ideation and primary research to usability testing and app design finalization. Key checkpoints ensure alignment on UX research, marketing strategies, product development, and usability metrics, fostering iterative improvements and a user-focused approach.

Design
Design
Design
Marketing
Marketing
Marketing
Development
Development
Development

Identifying pain points

Identifying pain points

While working at GRX10, my primary focus was on improving marketing metrics for this product. Through primary and secondary research, we identified key pain points, mainly from Atria's outdated website. To ensure the product's success, I took on multiple roles to address challenges from both user and business perspectives, stepping into three different shoes to understand the pain points.

While working at GRX10, my primary focus was on improving marketing metrics for this product. Through primary and secondary research, we identified key pain points, mainly from Atria's outdated website. To ensure the product's success, I took on multiple roles to address challenges from both user and business perspectives, stepping into three different shoes to understand the pain points.

Marketing

Low brand awareness in B2C market

Low brand awareness

Low domain authority

Limited lead generation

Low traffic

Stakeholders

Product lacked clarity and direction

Lacked clarity and direction

Non-sustainable scalability

Tight timeline due to monsoon

Less experience in B2C market

Users

Overwhelming Information

Uncertain about roof suitability

Trust issues with high payment

Unclear ROI and poor support

Research and rebranding

Research and rebranding

To gather insights about the brand, we conducted both primary research and user interviews to understand their vision for the brand's rebranding. Aditionally, we conducted stakeholder interviews were held one-on-one with each family member of the group, excluding the product director and CEO. Additionally, we interviewed Mr. Sundar Raju, the founder and creator of the brand, to gain further perspective.

To gather insights about the brand, we conducted both primary research and user interviews to understand their vision for the brand's rebranding. Aditionally, we conducted stakeholder interviews were held one-on-one with each family member of the group, excluding the product director and CEO. Additionally, we interviewed Mr. Sundar Raju, the founder and creator of the brand, to gain further perspective.

15+ personas

Analyzing frustrations of the current users

20+ hours

Meeting with stakeholders to understand vision

40+ sources

Desktop research and all the available online resources

Defining Target audience

Defining Target audience

To validate Atria's target audience in Bengaluru, we collaborated with marketing team to run localized Facebook and Instagram ads targeting specific pin codes where ACT, Atria's parent brand, was popular.

The ads highlighted fast solar rooftop installation and eco-friendly benefits, appealing to homeowners and small businesses. Engagement was measured through click-through rates and consultation sign-ups, with some ads in the local vernacular to enhance Atria's hyperlocal appeal.

To validate Atria's target audience in Bengaluru, we collaborated with marketing team to run localized Facebook and Instagram ads targeting specific pin codes where ACT, Atria's parent brand, was popular.

The ads highlighted fast solar rooftop installation and eco-friendly benefits, appealing to homeowners and small businesses. Engagement was measured through click-through rates and consultation sign-ups, with some ads in the local vernacular to enhance Atria's hyperlocal appeal.

01

01

LOW INTENT

LOW INTENT

Age group of 20-40 year-olds in Bengaluru, including small business owners and blue-collar workers earning ₹4-20 lakhs.

They had limited awareness of energy-saving solutions and prioritize affordability.

Respond to educational content in English and Kannada that highlights 20-25% long-term savings and environmental benefits.

Age group of 20-40 year-olds in Bengaluru, including small business owners and blue-collar workers earning ₹4-20 lakhs.

They had limited awareness of energy-saving solutions and prioritize affordability.

Respond to educational content in English and Kannada that highlights 20-25% long-term savings and environmental benefits.

02

02

MID INTENT

MID INTENT

Targeting 28-50-year old professionals, small business and property managers with incomes of ₹7-15 lakh.

Seek cost-effective energy solutions, prioritizing 15-20% savings over five years and ease of installation.

Respond well to testimonials, case studies, and follow-up communication.

Targeting 28-50-year old professionals, small business and property managers with incomes of ₹7-15 lakh.

Seek cost-effective energy solutions, prioritizing 15-20% savings over five years and ease of installation.

Respond well to testimonials, case studies, and follow-up communication.

03

03

HIGH INTENT

HIGH INTENT

Targeting 32-55-year old residential homeowners in Bengaluru, with an annual income of ₹10-25 lakh.

They had limited awareness of energy-saving solutions and prioritize affordability.

Respond to educational content in English and Kannada that highlights 20-25% long-term savings and environmental benefits.

Targeting 32-55-year old residential homeowners in Bengaluru, with an annual income of ₹10-25 lakh.

They had limited awareness of energy-saving solutions and prioritize affordability.

Respond to educational content in English and Kannada that highlights 20-25% long-term savings and environmental benefits.

The Challenge

The Challenge

Since Atria was a conglomerate of different companies under the same umbrella, they wanted to create a new logo that would unify the brand while maintaining the independence of each company.

Since Atria was a conglomerate of different companies under the same umbrella, they wanted to create a new logo that would unify the brand while maintaining the independence of each company.

What does Atria stand for ?

Describe Atria in 4 words

Brand's mission, values and core belief?

Future of Atria and Solar rooftop holds ?

Why sustainability ?

Weakness/

scope of improvement?

Why A in the logo across all brands ?

Why energy?

Same Logo but New Strategy

Same Logo but New Strategy

Same Logo but New Strategy

Same Logo but New Strategy
Stakeholders favored the new logo but kept the original due to high update costs. Instead, we introduced new brand guidelines to refresh the digital image.
Stakeholders favored the new logo but kept the original due to high update costs. Instead, we introduced new brand guidelines to refresh the digital image.
Stakeholders favored the new logo but kept the original due to high update costs. Instead, we introduced new brand guidelines to refresh the digital image.

Digital Journey

Digital Journey

To start streamlining our product we started with the journey which covers the process of installing a solar rooftop system, starting with the customer filling out a form, receiving a preliminary design, and booking the order. Financing or direct payment options follow, leading to material dispatch and installation. After installation, the system is commissioned, and the customer receives support via an app, including warranty, feedback, and real-time updates through email and WhatsApp.

To start streamlining our product we started with the journey which covers the process of installing a solar rooftop system, starting with the customer filling out a form, receiving a preliminary design, and booking the order. Financing or direct payment options follow, leading to material dispatch and installation. After installation, the system is commissioned, and the customer receives support via an app, including warranty, feedback, and real-time updates through email and WhatsApp.

Defining Product Strategy

TRANSPARENCY

Users calculate savings on their electricity bill over customizable timeframes and track energy usage, system performance, and technical updates through the app.

QUICK

Atria ensures quick installation within 7 hours. Users can seamlessly book solar installations by entering their pin code and electricity details.

CUSTOMIZABLE

Flexible system sizes and payment options are also flexible, including EMI, one-time payments, and loan plans to suit different customers.

NICHE

With 50 years of experience in Bengaluru's energy sector, offers trusted B2C services and streamlines PM Surya Ghar Yojana subsidies, helping users secure subsidy.

STABILITY

If offers 25 years of warranty and uses durable quality solar panels. Also offers 4 complimentary servicing annually.

ACCESSIBILITY

With a booking amount of only $50. Additionally, Atria helps users secure up to making solar energy more accessible.

Information Architecture

Information Architecture

BEFORE

BEFORE

We had an extensive layout where IA was segmented into five core areas: home, solar rooftop, about, resources, how to install, place an order, contact us and signing in.

We had an extensive layout where IA was segmented into five core areas: home, solar rooftop, about, resources, how to install, place an order, contact us and signing in.

AFTER

AFTER

To meet the monsoon launch deadline, we structured the rollout into two phases: Phase 1 focused on the MVP, while Phase 2 introduced hierarchical and informational pages.

To meet the monsoon launch deadline, we structured the rollout into two phases: Phase 1 focused on the MVP, while Phase 2 introduced hierarchical and informational pages.

Design Evolution

Design Evolution

Wireframes

Wireframes

A grayscale, low-fidelity design skeleton outlining content placement, structure, and user flow without design elements.

A grayscale, low-fidelity design skeleton outlining content placement, structure, and user flow without design elements.

Version 1

Version 1

Version 1 was a content-driven, static website focused on information hierarchy and structured data presentation.

Version 1 was a content-driven, static website focused on information hierarchy and structured data presentation.

Version 2

Version 2

This was interactive platform with automated buying journey to place an order and generate more qualified leads.

This was interactive platform with automated buying journey to place an order and generate more qualified leads.

Conclusion and Challenges

Conclusion and Challenges

While there were significant challenges, working on this product deepened my understanding of market trends, design systems, and user empathy while working closely with cross-functional teams. I learned how to craft seamless experiences by balancing user needs, collaboration, and thoughtful design.

While there were significant challenges, working on this product deepened my understanding of market trends, design systems, and user empathy while working closely with cross-functional teams. I learned how to craft seamless experiences by balancing user needs, collaboration, and thoughtful design.

Managing Timelines

Analyzing frustrations of the current users

Outpacing Competitors

Meeting with stakeholders to understand vision

Streamlining payments

Desktop research and all the available online resources

High Fi design highlights

High Fi design highlights

The major highlights of the website included carousel sections, rich imagery, a solar calculator for accurate savings estimation, a seamless booking process, and an intuitive user interface for tracking energy usage and system performance.

The major highlights of the website included carousel sections, rich imagery, a solar calculator for accurate savings estimation, a seamless booking process, and an intuitive user interface for tracking energy usage and system performance.

Want to know more ?

Want to know more ?

Check the live website to know more about Atria Solar Rooftop

Check the live website to know more about Atria Solar Rooftop

See live website

Let's collaborate together to solve problems, create intuitive experiences, and bring ideas to life without compromising business growth.

Schdule an Interview

Designed and crafted with love by Kanika Agrawal

Let's collaborate together to solve problems, create intuitive experiences, and bring ideas to life without compromising business growth.

Schdule an Interview

Designed and crafted with love by Kanika Agrawal

Let's collaborate together to solve problems, create intuitive experiences, and bring ideas to life without compromising business growth.

Schdule an Interview

Designed and crafted with love by Kanika Agrawal

Let's collaborate together to solve problems, create intuitive experiences, and bring ideas to life without compromising business growth.

Schdule an Interview

Designed and crafted with love by Kanika Agrawal