Ilayda Ozcan

ilayda

Roku Reimagined

Unveiling a Journey of Transformation

CLIENT

ChromaVisions

ROLE

Web design

YEAR

2021

LOCATION

United States

Overview

"Prismatic Dreams" invites you into a world where 3D models unfold a captivating saga of innovation and visual brilliance. Our dedication to authenticity shines through as each detail is meticulously sculpted, crafting a mesmerizing visual narrative. Immerse yourself in the magic as we explore the boundless possibilities within the spherical realm, presenting a unique perspective in our transformative journey. The project not only explores the artistic potential of spheres but also integrates branding elements and a mobile application, ensuring a comprehensive and accessible visual experience.

Problem

Research

Embarking on the intricate path of 3D object modeling, our team fearlessly confronted challenges, shaping spheres with precision and creativity. From the meticulous detailing to the creation of original textures, our focus extended beyond the aesthetic allure to encompass technical excellence. The integration of state-of-the-art technologies played a pivotal role in crafting a seamless visual spectacle within the enchanting landscape of "Prismatic Dreams."

Site Audits

We began by visiting local supermarkets to observe navigation and product discovery in real contexts.

What We Observed: Narrow aisles caused the “butt-brush effect,” discouraging seniors and busy professionals alike. Younger shoppers skipped entire sections due to poor wayfinding.

Key Takeaway: Customers needed clearer paths and signage from the moment they entered.

Stakeholder Interviews

Discussions with city officials, local businesses, and community advocates underscored the need for a store concept that also tackled homelessness and nurtured local vendors.

User Surveys & Personas

Target groups included, Industry experts, members of the community and GSU students

Natasha

Natasha is a GSU student, who is well-educated on her health, and values foods that leave her nourished and ready to take on the day. She prefers to make food at home for cost, and is open to exploring ready-made healthy meals around GSU campus.

Brands Frequented

"I try to cook at home as much as I can, but I occasionally get takeout if there are healthy options."

Shopping Habits

Service Blueprinting

Detailed user journeys (awareness to exit) revealed friction points like unclear pricing and crowded checkouts.

Accessibility Audits

Committed to an accessibility-first design inspired by user insights and city guidelines.

Gaps Identified: High shelves, low-contrast signage, and minimal maneuvering room.

Ideation & Brand Development

A resounding triumph not only in success but in exceeding our 3D modeling goals with "Prismatic Dreams." This venture is a testament to our unwavering commitment, revealing unparalleled visual complexity within the mesmerizing world of spheres. Fluid transitions between elements and lifelike textures showcase not only our heightened technical prowess but also spark innovative approaches to abstract modeling. "Prismatic Dreams" is more than a project; it's a transformative odyssey reshaping the landscape of visual exploration.

Introducing a companion to this odyssey—a bespoke mobile application. This addition enhances the accessibility of "Prismatic Dreams," inviting users to explore enchantment at their fingertips. Seamlessly integrating spherical narratives, the app offers an immersive, user-friendly experience that extends the magic beyond traditional artistic expression.

Stakeholder reviews and user feedback guided us to Azalea’s Market, reflecting Atlanta’s welcoming energy.

Design Solutions

Smarter Flow & Cart Design

We designed store concepts with wider aisles and direct routes to popular zones (like produce and grab-and-go). We also introduced a two-tiered, compact carts concept with hooks for reusable bags—perfect for frequent, smaller trips in a dense urban area.

Smarter Flow & Cart Design

Mobile Experience & Checkout Efficiency

To support on-the-go users and extend the in-store experience, we proposed a mobile platform that allowed customers to:

Mobile Experience & Checkout Efficiency

To support on-the-go users and extend the in-store experience, we proposed a mobile platform that allowed customers to:

Order ahead for pickup or locker retrieval, minimizing time spent in-store

Scan product QR codes for sourcing details, nutrition facts, and recipe suggestions
Use scan-and-go checkout to scan items as they shop, track totals in real-time, and pay directly through their device—bypassing traditional checkout lines entirely
Access loyalty rewards and weekly promotions tailored to their purchase history
Engage with culinary programs, including in-store events and training sessions

Order ahead for pickup or locker retrieval, minimizing time spent in-store

Scan product QR codes for sourcing details, nutrition facts, and recipe suggestions
Use scan-and-go checkout to scan items as they shop, track totals in real-time, and pay directly through their device—bypassing traditional checkout lines entirely
Access loyalty rewards and weekly promotions tailored to their purchase history
Engage with culinary programs, including in-store events and training sessions

A note on promotional geofencing

Workforce Development & Local Sourcing

Modular Shelving & Local Product Spotlight

Designed flexible, height-adjustable shelving with clear visibility, walkable layouts, and dedicated zones for community-sourced produce.

Accessibility-First Store Layout

We proposed using high-contrast signage and having aisle widths of around 4–6 ft to accommodate carts without creating pinch points.

Color and Material Check

Muted tones near produce helped users linger, while vibrant accents in social zones drew curiosity. Signage was simplified after testers flagged visual clutter.

💡Warmer lights near bakery samples drew attention, while cool tones kept produce fresh-looking. A subtle citrus scent at the entrance made the space feel inviting.

Omnichannel Experience & Validation

Key Validation Insights:

01 Scan-and-Go

Students who have had experiences with similar technologies noted that it helped them shave off considerable waiting time.

02 Digital Signage

Students who have had experiences with similar technologies noted that it helped them shave off considerable waiting time.

Importance of Cross-Functional Collaboration
This omnichannel approach required close coordination among:

UX/CX Team: Consolidated user insights and ensured data/feature parity across channels

UX/CX Team: Consolidated user insights and ensured data/feature parity across channels

Branding & Advertising: Created a cohesive identity so customers recognized the store’s voice everywhere

Branding & Advertising: Created a cohesive identity so customers recognized the store’s voice everywhere

Interior Design & Industrial Design Teams: Created digital and physical mockups of layout, aisles, shelving, and signage to match digital flows.

Interior Design & Industrial Design Teams: Created digital and physical mockups of layout, aisles, shelving, and signage to match digital flows.

Real-World Outcomes

Presenting the Azalea’s Market concept to the Mayor and Savi’s founder won immediate support. The former Olympia Building is now under renovation, validating our omnichannel, customer and user centric approach—uniting user-centered design, brand storytelling, local partnerships, and robust technology—for a transformative grocery experience.