Hero video - Brief
Moodboard
Moodboard
Storyboad:
Bean To Cup
Storyboad:
Bean To Cup
Storyboad: Bean To Cup
Storyboard: Bean To Cup
Storyboard: Bean To Cup
Image:
Generic / Descriptive elements
Lush, terraced coffee estates → descriptive, paints a mental image.
dense green vegetation → simple, generic.
traditional Indian farmhouse in background → cultural cue, descriptive.
red and yellow cherries on branches → straightforward description.
Technical elements
Baba Budangiri hills in Karnataka, India → specific geography, gives context.
misty skies → atmospheric setting.
golden-hour ambient light → technical photography term (AI responds very well to this).
Image:
Generic / Descriptive elements
Lush, terraced coffee estates → descriptive, paints a mental image.
dense green vegetation → simple, generic.
traditional Indian farmhouse in background → cultural cue, descriptive.
red and yellow cherries on branches → straightforward description.
Technical elements
Baba Budangiri hills in Karnataka, India → specific geography, gives context.
misty skies → atmospheric setting.
golden-hour ambient light → technical photography term (AI responds very well to this).
AI Image Modelling
AI Image Modelling
AI Image Modelling
AI Video Modelling
Image:
Generic / Descriptive elements
Lush, terraced coffee estates → descriptive, paints a mental image.
dense green vegetation → simple, generic.
traditional Indian farmhouse in background → cultural cue, descriptive.
red and yellow cherries on branches → straightforward description.
Technical elements
Baba Budangiri hills in Karnataka, India → specific geography, gives context.
misty skies → atmospheric setting.
golden-hour ambient light → technical photography term (AI responds very well to this).
AI Village Modelling
Storyboarding → Moodboard → Final Moodboard and Storyline → AI Promping → AI Image Modelling → AI Video Modelling → Premier Pro Editing
Storyboarding → Moodboard → Final Moodboard and Storyline → AI Promping → AI Image Modelling → AI Video Modelling → Premier Pro Editing
A/B Testing
Findings
Goal: Compare Version A (V1) vs Version B (V2) of Sunbean website
V1 → Simple, Dark Fantasy-inspired, functional baseline
V2 → Rich visuals, motion design, storytelling, improved navigation
Method: Remote moderated test, 10 participants, divided equally
Purpose of A/B Testing: Test usability, engagement, navigation across versions
Identify version that best supports premium brand positioning
Collect quant + qual data (completion, time, errors, satisfaction)
Generate insights → final design direction
Hypotheses:
Version A: Easy navigation, fast task completion, but low engagement
Version B: Higher engagement & premium feel, but risk of overload
Assumption: V2 would score better on experience & storytelling,
V1 better on speed & simplicity
Methodology
Participants: 10 digitally active premium coffee consumers
Group A (5) → Version 1
Group B (5) → Version 2
Format: Remote moderated, task-based testing
Tasks: Explore Homepage, Find Products, Brand Story, Recipes, Blog
AI Video Modelling
Results
Homepage → Both 100% completion, V2 faster & rated more premium
Product Discovery → Both failed (no PDPs)
Brand Story → Both completed, V2 recall & engagement higher
Recipes & Blog → V2 easier to discover, faster, more intuitive
Overall: V2 rated 4.6/5 vs V1 3.7/5
Preference: 8/10 chose Version B
The task was to conceptualize and develop a digital storytelling experience for ITC Sunbean’s Gourmet Coffee range. The project involved creating a narrative that would take users through the journey of coffee from bean to cup, highlighting the unique origins, flavors, and craftsmanship behind the four signature variants — Nikamali, Panagiri, Ethiopia, and Red Honey.
The deliverables included developing the storyline, generating AI-based visuals for each frame, and finally editing the complete video with sound and transitions to be showcased on the brand’s website.
Hero Video: Premium brand storytelling, immersive first impression.
Bento Grid Videos: Showcased coffee origins, processes, and brand experience.
Hero Video: Premium brand storytelling, immersive first impression.
Bento Grid Videos: Showcased coffee origins, processes, and brand experience.
Hero Video: Premium brand storytelling, immersive first impression.
Bento Grid Videos: Showcased coffee origins, processes, and brand experience.
Final Video Output -
Final Video Output -
Final Video Output -
Hero Video: Premium brand storytelling, immersive first impression.
Bento Grid Videos: Showcased coffee origins, processes, and brand experience.
Final Video Output -
Hero Video: Premium brand storytelling, immersive first impression.
Bento Grid Videos: Showcased coffee origins, processes, and brand experience.
Findings
V2 > V1 on engagement, storytelling, navigation, satisfaction
Homepage → V2 perceived as modern & premium
Product Discovery → Major gap in both (no detailed product pages)
Content (Recipes/Blog) → Easier & more engaging in V2
Conclusion → V2 chosen as base for future iterations
V2
V1
V1
V2
Mobile UI
Mobile UI
Mobile UI
Desktop UI
Desktop UI
Mobile UI
Mobile UI
Responsive design across mobile, tablet, and desktop
Responsive design across mobile, tablet, and desktop
Responsive design across mobile, tablet, and desktop
Design System
Design System
Design System
Design System
Desktop UI
Mobile UI
Desktop UI
Mobile UI
Responsive design across mobile, tablet, and desktop
Hero video - Brief
Storyboarding → Moodboard → Final Moodboard and Storyline → AI Promping → AI Image Modelling → AI Video Modelling → Premier Pro Editing
Storyboarding → Moodboard → Final Moodboard and Storyline → AI Promping → AI Image Modelling → AI Video Modelling → Premier Pro Editing
The task was to conceptualize and develop a digital storytelling experience for ITC Sunbean’s Gourmet Coffee range. The project involved creating a narrative that would take users through the journey of coffee from bean to cup, highlighting the unique origins, flavors, and craftsmanship behind the four signature variants — Nikamali, Panagiri, Ethiopia, and Red Honey.
The deliverables included developing the storyline, generating AI-based visuals for each frame, and finally editing the complete video with sound and transitions to be showcased on the brand’s website.
The task was to conceptualize and develop a digital storytelling experience for ITC Sunbean’s Gourmet Coffee range. The project involved creating a narrative that would take users through the journey of coffee from bean to cup, highlighting the unique origins, flavors, and craftsmanship behind the four signature variants — Nikamali, Panagiri, Ethiopia, and Red Honey.
The deliverables included developing the storyline, generating AI-based visuals for each frame, and finally editing the complete video with sound and transitions to be showcased on the brand’s website.
Goal: Compare Version A (V1) vs Version B (V2) of Sunbean website
V1 → Simple, Dark Fantasy-inspired, functional baseline
V2 → Rich visuals, motion design, storytelling, improved navigation
Method: Remote moderated test, 10 participants, divided equally
Goal: Compare Version A (V1) vs Version B (V2) of Sunbean website
V1 → Simple, Dark Fantasy-inspired, functional baseline
V2 → Rich visuals, motion design, storytelling, improved navigation
Method: Remote moderated test, 10 participants, divided equally
Hypotheses:
Version A: Easy navigation, fast task completion, but low engagement
Version B: Higher engagement & premium feel, but risk of overload
Assumption: V2 would score better on experience & storytelling,
V1 better on speed & simplicity
Hypotheses:
Version A: Easy navigation, fast task completion, but low engagement
Version B: Higher engagement & premium feel, but risk of overload
Assumption: V2 would score better on experience & storytelling,
V1 better on speed & simplicity
Results
Homepage → Both 100% completion, V2 faster & rated more premium
Product Discovery → Both failed (no PDPs)
Brand Story → Both completed, V2 recall & engagement higher
Recipes & Blog → V2 easier to discover, faster, more intuitive
Overall: V2 rated 4.6/5 vs V1 3.7/5
Preference: 8/10 chose Version B
Results
Homepage → Both 100% completion, V2 faster & rated more premium
Product Discovery → Both failed (no PDPs)
Brand Story → Both completed, V2 recall & engagement higher
Recipes & Blog → V2 easier to discover, faster, more intuitive
Overall: V2 rated 4.6/5 vs V1 3.7/5
Preference: 8/10 chose Version B
A/B Testing
Findings
Findings
Methodology
Participants: 10 digitally active premium coffee consumers
Group A (5) → Version 1
Group B (5) → Version 2
Format: Remote moderated, task-based testing
Tasks: Explore Homepage, Find Products, Brand Story, Recipes, Blog
Methodology
Participants: 10 digitally active premium coffee consumers
Group A (5) → Version 1
Group B (5) → Version 2
Format: Remote moderated, task-based testing
Tasks: Explore Homepage, Find Products, Brand Story, Recipes, Blog
Purpose of A/B Testing: Test usability, engagement, navigation across versions
Identify version that best supports premium brand positioning
Collect quant + qual data (completion, time, errors, satisfaction)
Generate insights → final design direction
Purpose of A/B Testing: Test usability, engagement, navigation across versions
Identify version that best supports premium brand positioning
Collect quant + qual data (completion, time, errors, satisfaction)
Generate insights → final design direction
Findings
V2 > V1 on engagement, storytelling, navigation, satisfaction
Homepage → V2 perceived as modern & premium
Product Discovery → Major gap in both (no detailed product pages)
Content (Recipes/Blog) → Easier & more engaging in V2
Conclusion → V2 chosen as base for future iterations
Findings
V2 > V1 on engagement, storytelling, navigation, satisfaction
Homepage → V2 perceived as modern & premium
Product Discovery → Major gap in both (no detailed product pages)
Content (Recipes/Blog) → Easier & more engaging in V2
Conclusion → V2 chosen as base for future iterations
A/B Testing
UI Audit
Design System
UI/UX Design
A/B Testing
Findings
Goal: Compare Version A (V1) vs Version B (V2) of Sunbean website
V1 → Simple, Dark Fantasy-inspired, functional baseline
V2 → Rich visuals, motion design, storytelling, improved navigation
Method: Remote moderated test, 10 participants, divided equally
Purpose of A/B Testing: Test usability, engagement, navigation across versions
Identify version that best supports premium brand positioning
Collect quant + qual data (completion, time, errors, satisfaction)
Generate insights → final design direction
Hypotheses:
Version A: Easy navigation, fast task completion, but low engagement
Version B: Higher engagement & premium feel, but risk of overload
Assumption: V2 would score better on experience & storytelling,
V1 better on speed & simplicity
Methodology
Participants: 10 digitally active premium coffee consumers
Group A (5) → Version 1
Group B (5) → Version 2
Format: Remote moderated, task-based testing
Tasks: Explore Homepage, Find Products, Brand Story, Recipes, Blog
Results
Homepage → Both 100% completion, V2 faster & rated more premium
Product Discovery → Both failed (no PDPs)
Brand Story → Both completed, V2 recall & engagement higher
Recipes & Blog → V2 easier to discover, faster, more intuitive
Overall: V2 rated 4.6/5 vs V1 3.7/5
Preference: 8/10 chose Version B
Findings
V2 > V1 on engagement, storytelling, navigation, satisfaction
Homepage → V2 perceived as modern & premium
Product Discovery → Major gap in both (no detailed product pages)
Content (Recipes/Blog) → Easier & more engaging in V2
Conclusion → V2 chosen as base for future iterations
V1
V2
Goal: Compare Version A (V1) vs Version B (V2) of Sunbean website
V1 → Simple, Dark Fantasy-inspired, functional baseline
V2 → Rich visuals, motion design, storytelling, improved navigation
Method: Remote moderated test, 10 participants, divided equally
Hypotheses:
Version A: Easy navigation, fast task completion, but low engagement
Version B: Higher engagement & premium feel, but risk of overload
Assumption: V2 would score better on experience & storytelling,
V1 better on speed & simplicity
Results
Homepage → Both 100% completion, V2 faster & rated more premium
Product Discovery → Both failed (no PDPs)
Brand Story → Both completed, V2 recall & engagement higher
Recipes & Blog → V2 easier to discover, faster, more intuitive
Overall: V2 rated 4.6/5 vs V1 3.7/5
Preference: 8/10 chose Version B
A/B Testing
Findings
Methodology
Participants: 10 digitally active premium coffee consumers
Group A (5) → Version 1
Group B (5) → Version 2
Format: Remote moderated, task-based testing
Tasks: Explore Homepage, Find Products, Brand Story, Recipes, Blog
Purpose of A/B Testing: Test usability, engagement, navigation across versions
Identify version that best supports premium brand positioning
Collect quant + qual data (completion, time, errors, satisfaction)
Generate insights → final design direction
Findings
V2 > V1 on engagement, storytelling, navigation, satisfaction
Homepage → V2 perceived as modern & premium
Product Discovery → Major gap in both (no detailed product pages)
Content (Recipes/Blog) → Easier & more engaging in V2
Conclusion → V2 chosen as base for future iterations
Hero video - Brief
Storyboarding → Moodboard → Final Moodboard and Storyline → AI Promping → AI Image Modelling → AI Video Modelling → Premier Pro Editing
The task was to conceptualize and develop a digital storytelling experience for ITC Sunbean’s Gourmet Coffee range. The project involved creating a narrative that would take users through the journey of coffee from bean to cup, highlighting the unique origins, flavors, and craftsmanship behind the four signature variants — Nikamali, Panagiri, Ethiopia, and Red Honey.
The deliverables included developing the storyline, generating AI-based visuals for each frame, and finally editing the complete video with sound and transitions to be showcased on the brand’s website.
AI Image Modelling
AI Video Modelling
Image:
Generic / Descriptive elements
Lush, terraced coffee estates → descriptive, paints a mental image.
dense green vegetation → simple, generic.
traditional Indian farmhouse in background → cultural cue, descriptive.
red and yellow cherries on branches → straightforward description.
Technical elements
Baba Budangiri hills in Karnataka, India → specific geography, gives context.
misty skies → atmospheric setting.
golden-hour ambient light → technical photography term (AI responds very well to this).
UI/UX Design
UI/UX Design
Design System
Design System
UI Audit
UI Audit
A/B Testing
A/B Testing
Design
Design Process
Double Diamond: Discover → Define → Develop → Deliver
3 Versions → Evolved from adaptation → AI integration → premium storytelling
Overview of the Project
To strengthen brand perception and communicate Sunbean's "bean-to-cup" narrative, the website is introducing generative AI-driven storytelling through hero and bento videos. This enhances visual appeal and content engagement but also raises challenges of navigation clarity, usability trade-offs, and performance optimization. The design problem centers on how to ensure that storytelling and usability coexist seamlessly without compromising the user's purchase journey.
Problem Statement
Sunbean’s static website limited usability, content accessibility, and brand differentiation, weakening its impact at a crucial brand awareness stage. An underdeveloped design system without scalable modules or accessibility standards further restricted consistency and growth. The project aimed to address these gaps by creating a scalable platform that integrates generative AI storytelling with clear, functional design.
Problem 3 :
Low Discoverability of Features
Interactive elements like the quiz or recipes risked being buried within the site, limiting engagement.
Solution:
Improved navigation cues, bento layouts, and CTAs to surface features more prominently and guide exploration.
Problem 1 :
Weak Brand Differentiation
Version 1 felt generic and failed to convey Sunbean’s “gourmet premium” identity.
Solution:
Introduced generative AI–driven storytelling through hero and bento videos.
Problem 2 :
Limited Premium Positioning
Sunbean lacked distinct cues to highlight its premium blends and roast quality.
Solution:
Recipe Detail Pages
Added roast meters, blend info, and guided recipes to showcase product depth and strengthen Sunbean’s gourmet identity.
Discover
Define
Problem Statement
Deliver
Discover
Define
Problem Statement
Deliver
Design
Overview of the Project
Design Process
Double Diamond: Discover → Define → Develop → Deliver
3 Versions → Evolved from adaptation → AI integration → premium storytelling
Sunbean’s static website limited usability, content accessibility, and brand differentiation, weakening its impact at a crucial brand awareness stage. An underdeveloped design system without scalable modules or accessibility standards further restricted consistency and growth. The project aimed to address these gaps by creating a scalable platform that integrates generative AI storytelling with clear, functional design.
Discover
Define
Problem Statement
Deliver
Problem 3 :
Low Discoverability of Features
Interactive elements like the quiz or recipes risked being buried within the site, limiting engagement.
Solution:
Improved navigation cues, bento layouts, and CTAs to surface features more prominently and guide exploration.
To strengthen brand perception and communicate Sunbean's "bean-to-cup" narrative, the website is introducing generative AI-driven storytelling through hero and bento videos. This enhances visual appeal and content engagement but also raises challenges of navigation clarity, usability trade-offs, and performance optimization. The design problem centers on how to ensure that storytelling and usability coexist seamlessly without compromising the user's purchase journey.
Problem Statement
Problem 1 :
Weak Brand Differentiation
Version 1 felt generic and failed to convey Sunbean’s “gourmet premium” identity.
Solution:
Introduced generative AI–driven storytelling through hero and bento videos.
Problem 2 :
Limited Premium Positioning
Sunbean lacked distinct cues to highlight its premium blends and roast quality.
Solution:
Recipe Detail Pages
Added roast meters, blend info, and guided recipes to showcase product depth and strengthen Sunbean’s gourmet identity.
Double Diamond: Discover → Define → Develop → Deliver
3 Versions → Evolved from adaptation → AI integration → premium storytelling
Overview of the Project
To strengthen brand perception and communicate Sunbean's "bean-to-cup" narrative, the website is introducing generative AI-driven storytelling through hero and bento videos. This enhances visual appeal and content engagement but also raises challenges of navigation clarity, usability trade-offs, and performance optimization. The design problem centers on how to ensure that storytelling and usability coexist seamlessly without compromising the user's purchase journey.
Sunbean’s static website limited usability, content accessibility, and brand differentiation, weakening its impact at a crucial brand awareness stage. An underdeveloped design system without scalable modules or accessibility standards further restricted consistency and growth. The project aimed to address these gaps by creating a scalable platform that integrates generative AI storytelling with clear, functional design.
Design Process
Design Process
Problem Statement
Discover
Define
Design
Deliver
Problem Statement
Discover
Define
Design
Deliver
Problem Statement
Problem 3 :
Low Discoverability of Features
Interactive elements like the quiz or recipes risked being buried within the site, limiting engagement.
Solution:
Improved navigation cues, bento layouts, and CTAs to surface features more prominently and guide exploration.
Problem 1 :
Weak Brand Differentiation
Version 1 felt generic and failed to convey Sunbean’s “gourmet premium” identity.
Solution:
Introduced generative AI–driven storytelling through hero and bento videos.
Problem 2 :
Limited Premium Positioning
Sunbean lacked distinct cues to highlight its premium blends and roast quality.
Solution:
Recipe Detail Pages
Added roast meters, blend info, and guided recipes to showcase product depth and strengthen Sunbean’s gourmet identity.
Double Diamond: Discover → Define → Develop → Deliver
3 Versions → Evolved from adaptation → AI integration → premium storytelling
Overview of the Project
To strengthen brand perception and communicate Sunbean's "bean-to-cup" narrative, the website is introducing generative AI-driven storytelling through hero and bento videos. This enhances visual appeal and content engagement but also raises challenges of navigation clarity, usability trade-offs, and performance optimization. The design problem centers on how to ensure that storytelling and usability coexist seamlessly without compromising the user's purchase journey.
Sunbean’s static website limited usability, content accessibility, and brand differentiation, weakening its impact at a crucial brand awareness stage. An underdeveloped design system without scalable modules or accessibility standards further restricted consistency and growth. The project aimed to address these gaps by creating a scalable platform that integrates generative AI storytelling with clear, functional design.
Design Process
Problem Statement
Problem 3 :
Low Discoverability of Features
Interactive elements like the quiz or recipes risked being buried within the site, limiting engagement.
Solution:
Improved navigation cues, bento layouts, and CTAs to surface features more prominently and guide exploration.
Problem 1 :
Weak Brand Differentiation
Version 1 felt generic and failed to convey Sunbean’s “gourmet premium” identity.
Solution:
Introduced generative AI–driven storytelling through hero and bento videos.
Problem 2 :
Limited Premium Positioning
Sunbean lacked distinct cues to highlight its premium blends and roast quality.
Solution:
Recipe Detail Pages
Added roast meters, blend info, and guided recipes to showcase product depth and strengthen Sunbean’s gourmet identity.
Discover
Define
Problem Statement
Deliver
Design
Discover
Define
Problem Statement
Deliver
Design
Double Diamond: Discover → Define → Develop → Deliver
3 Versions → Evolved from adaptation → AI integration → premium storytelling
Overview of the Project
To strengthen brand perception and communicate Sunbean's "bean-to-cup" narrative, the website is introducing generative AI-driven storytelling through hero and bento videos. This enhances visual appeal and content engagement but also raises challenges of navigation clarity, usability trade-offs, and performance optimization. The design problem centers on how to ensure that storytelling and usability coexist seamlessly without compromising the user's purchase journey.
Sunbean’s static website limited usability, content accessibility, and brand differentiation, weakening its impact at a crucial brand awareness stage. An underdeveloped design system without scalable modules or accessibility standards further restricted consistency and growth. The project aimed to address these gaps by creating a scalable platform that integrates generative AI storytelling with clear, functional design.
Design Process
Problem Statement
ITC Sunbean Website Design
ITC Sunbean Website Design
ITC Sunbean Website Design
Software used:
Software used:
Software used:
Design Skills used:
User Research · Usability Testing · Accessibility Design (WCAG) · Information Architecture · Wireframing · Prototyping · Interaction Design · Visual Design · Design Systems · Systems Thinking · Design Thinking · Journey Mapping · Persona Creation · Storyboarding · Typography · Layout Design · Branding & Identity · Color Theory · Communication Design · Motion Graphics
As Experience Designer at ITC Ltd, the work centered on transforming Sunbean's static website into a scalable, AI-driven platform. The old site lacked usability, accessibility, and brand differentiation. Built on the Double Diamond framework, evolving across 3 versions toward a premium, AI-powered result.
As Experience Designer at ITC Ltd, the work centered on transforming Sunbean's static website into a scalable, AI-driven platform.
UI/UX
UI/UX
UI/UX
UI/UX
ITC Sunbean : Brand & Digital Experience Design
ITC Sunbean : Brand & Digital Experience Design
Illustration & Graphics
Illustration & Graphics
Custom wedding stationery to brand assets and stop motion animation.
Custom wedding stationery to brand assets and stop motion animation.
Custom brand identities, from logo design to brand guidelines and collateral systems.
Custom brand identities, from logo design to brand guidelines and collateral systems.
Brand Identity
Brand Identity
Phuntsog Chosdon
Choglamsar, Ladakh, India.
phuntsogchosdon.18@gmail.com
Phuntsog Chosdon
Choglamsar, Ladakh, India.
phuntsogchosdon.18@gmail.com
Services
UI/UX
Brand Identity
Illustration and graphics
Services
UI/UX
Brand Identity
Illustration and graphics
Contact
Contact
Illustration & Graphics
Custom wedding stationery to brand assets and stop motion animation.
Custom brand identities, from logo design to brand guidelines and collateral systems.
Brand Identity
Phuntsog Chosdon
Choglamsar, Ladakh, India.
phuntsogchosdon.18@gmail.com
Contact
Illustration & Graphics
Custom wedding stationery to brand assets and stop motion animation.
Illustration & Graphics
Custom wedding stationery to brand assets and stop motion animation.
Custom brand identities, from logo design to brand guidelines and collateral systems.
Brand Identity
Phuntsog Chosdon
Choglamsar, Ladakh, India.
phuntsogchosdon.18@gmail.com
Contact
Illustration & Graphics
Custom wedding stationery to brand assets and stop motion animation.
Custom brand identities, from logo design to brand guidelines and collateral systems.
Brand Identity
Phuntsog Chosdon
Choglamsar, Ladakh, India.
phuntsogchosdon.18@gmail.com
Contact