Global to Local
Transforming KOHLER's Indian digital journey from globally generic to locally intelligent.
This project focused on striking a balance between KOHLER's global image and the specific needs of local customers. While we wanted to maintain the brand's international appeal, we also made sure the design resonated with Indian users, reflecting their habits and expectations. The key was to make a global brand feel local while preserving its core identity.
Flow of KOHLER teamwork
3 major Insights of KOHLER
1. Low product discoverability
→ Users found it difficult to explore or locate relevant products easily within the purchase journey.
2. Untailored purchase flow
→ Initially, the platform lacked clarity in both navigation and the purchase journey. To address this, it became essential to design a well-structured flow for seamless entry and exit across the website, ensuring a smoother and more intuitive user experience.
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3. Installation services lacked visibility
→ Indian users struggled to find clear, accessible information about post-purchase services like installation.
Insight 1
Low Product Discoverability
Unlike Amazon, Kohler still lacks low hanging ways to improve discoverability of their products.
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Fig 1: The PDP features a relevant products section positioned just above the footer at the end of the page.
Insight 2: Untailored purchase flow
KOHLER Account Icon
The initial purchase experience lacked personalization and ease of access. The absence of a visible account icon on the homepage and the placement of the sign-in CTA within the hamburger menu created friction in the user journey. This made account creation and login feel secondary, impacting returning users and personalized services. Later enhancements, such as introducing OTP-based sign-ins and surfacing the account icon more prominently, helped streamline the flow and better support both new and returning buyers.
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KOHLER OTP based Account Registration
Sign In Flow
Kohler India was being introduced new sign-in system for India, that uses one-time passwords (OTPs) for a more secure and easy login. Instead of using conventional passwords, you just need to enter your phone number, and you'll get an OTP sent to you via text. This makes logging in simpler and adds an extra level of security by confirming your identity through your mobile device.
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KOHLER OTP based Account Registration
Create Account Flow
The journey to creating an account begins with a Create Account pop-up box, which can be triggered from various touchpoints across the website such as the profile CTA or the checkout CTA when a user has not yet signed up.
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Check Out Flow
Checkout Flow
Kohler’s OTP-based sign-in system is designed to provide users with a seamless and secure login experience. Users can browse the website freely and even add products to their cart without needing to sign in. However, when they proceed to checkout, they are prompted to log in using their registered phone number. An OTP (One-Time Password) is sent via SMS to verify their identity quickly and securely. Once verified, users can continue the checkout process by entering the necessary delivery information. This approach streamlines the shopping experience while maintaining both convenience and security.
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Check Out Flow
Checkout Flow Signed In
The signed-in checkout flow in Kohler's global experience was standardized. The flow was redesigned and optimized the screens specifically for the Indian market, tailoring the journey from the Cart’s “Checkout” CTA through to Shipping Details and Payment screens. The revised flow integrates key local payment gateways and user expectations, ensuring a smoother, more relevant checkout experience for Indian users.
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Check Out Flow
Checkout PAN Integration
Additionally, for customers making a purchase exceeding ₹2 lakh, it is mandatory to provide their PAN (Permanent Account Number) details. This is in accordance with government regulations aimed at preventing tax evasion and ensuring transparency in high-value transactions.
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Insight 3: Installation visibility
As a new enhancement, the ‘Install Service’ option is displayed directly on the Product Detail Page (PDP), ensuring it’s highly visible to customers before they make a purchase decision. Once selected, this choice seamlessly carries over to the cart, giving customers an upfront checkpoint to confirm whether the product’s installation and related information are available for their delivery location.
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