REDESIGNING WEBSITE AND MOBILE APP FOR SPACES
REDESIGNING THE DIGITAL APPEARANCE
USER TESTING
USER REASERCH
OVERVIEW
DESIGN APPROACH
DESIGNING
CONTEXT
Spaces by Welspun is India's leading home furnishings brand, specializing in soft furnishings like bed, bath, rugs, and mattresses.
Rangana, their annual festive launch, pays tribute to India's beautiful art forms. The project aimed to design the digital appearance across all online platforms.
DATA ANALYTICS FOR IMPROVEMENT
Over the past 10 days, we have closely monitored performance and conversion rates. The data is displayed below.
PRODUCT CLICK:
20.3%
Of the total clicks, 76.4% were on the product.
CONVERSTION RATE:
10 out of 38
Purchases were made through the existing website.
GIVEN THE LOW CONVERSTION RATE, THE PRIMARY GOAL WAS TO IMPROVE DIGITAL PRESSENCE OF FESTIVAL COLLECTION.
OVERVIEW OF RANGANA PRESENCE AFTER IMPLIMENTING CHANGES.
PROBLEM STATEMENT
Low sales of the limited edition festive collection were primarily due to inadequate user education, a complicated purchase process, and insufficient social media presence. addressing these areas offers a clear path to improve awareness, streamline the user journey, and enhance marketing efforts, thereby boosting sales and customer engagement.
BREAKING PROBLEM STATEMENT
USER AWARENESS OF COLLECTION LAUNCH
Improving visibility and communication about the collection's unique story and cultural significance, showcasing exquisite Indian crafts launched annually as a limited edition, is crucial for improving the conversion rate.
LONG USER JOURNEY LED TO LOW PURCHASE
The process for users to purchase the product was overly complex, resulting in challenges in completing their purchases. Simplifying the purchase process will help alleviate these issues and improve user experience
QUICK OVERVIEW OF SECTIONS IN CASE STUDY
RESEARCH AND INFORMATION GATHERING:
Understand user behavior and trust factors affecting low conversion rates.
User interviews and usability testing
DESIGN APPROACH:
Designing the overall look with a focus on brand identity to enhance user recall, engage digitally, and showcase the richness of Indian craft collections.
Redesign and visual representation
CREATING SOCIAL AWARENESS :
Revamping the digital presence to emphasize the collection across all social platforms, including the website and mobile platforms.
Redesign and visual enhancements
EFFICIENT USER JOURNEY :
Redesigning user journeys by adding CTAs to facilitate quicker product purchases.
Quick buy
RESEARCH AND INFORMATION GATHERING
UNDERSTANDING USER NEEDS - BEING A DESIGN SCHOOL KID, EVERY SOLUTION STARTS WITH RESEARCH.
After identifying issues with low conversion rates, our team embarked on exploratory research by visiting all corners of India to gain firsthand insights. As designers, we recognized the importance of understanding our users directly. Packed with essentials, we engaged in meaningful conversations, delving deep with area sales managers to grasp the challenges they face selling online.
Listening attentively to their experiences and frustrations, it became clear that several obstacles were impeding smooth purchasing processes. Our objective was to gather qualitative insights that would inform design enhancements to create a more user-friendly purchase journey.
ANALYSIS AND BRAINSTORMING
After analyzing the research insights and sub-problem statements, I proceeded to address each challenge systematically, focusing on one at a time.
We conducted a brainstorming session and group discussion involving all stakeholders from different departments to cluster insights around each sub-problem. The objective was to organize and synthesize the qualitative data, identify patterns and relationships, and ultimately reframe the sub-problems into "How Might We" (HMW) statements to guide the design solutions.
BRAINSTORMING
HOW CAN WE SOLVE IT.
Following in-depth analysis and brainstorming for Rangana's digital presence, I crafted specific How Might We (HMW) statements to tackle user challenges effectively. The subsequent phase of this project involved creating final screens tailored to address each HMW statement.
Insights and How Might We Statements for Final Screen
HOMOGENEITY IN DESIGN APPROACH:
After ideating, it was found that users often look for familiarity. Therefore, launching an icon that follows the branding of the brand and resonates with the festivity, evoking cultural significance among users, was proposed. This icon will be dedicated specifically to this collection and will be launched across all social media platforms, including the website and mobile app. This approach aims to provide recall value and a sense of familiarity to users whenever they encounter similar-looking collections online.
MAKING USER JOURNEY EASY AND QUICKER .
After ideating, we've pinpointed a common challenge: users struggle to make online purchases due to a long user journey. Introducing and improving certain CTAs can help users complete necessary actions more efficiently.
DESIGNING FOR ICON LAUNCH ACROSS SOCIAL PLATFORM.
ICON LAUNCH
The launch icon is designed to generate awareness and excitement for an upcoming collection launch, targeting both existing and new customers. It serves as a visual representation of the launch, strategically promoted across various channels to reach a wide audience. Through vibrant design elements and compelling messaging, the icon aims to evoke anticipation and prompt customers to engage with the brand.
SPACES WEBSITE
MOBILE APP
The icon design for the collection launch opted for simplicity with Diwali-inspired elements, prominently featuring the color red to enhance brand recall. The logo maintains a slightly traditional aesthetic, reflecting the theme of the collection centered around traditional Indian art forms. This approach aims to resonate with the target audience and evoke a sense of cultural richness and heritage associated with the collection. It was ensured that the icon launch happened on all digital platforms simultaneously to maintain awareness about the upcoming launch.
USER INSIGHTS FROM THE RESEARCH
LACK OF DIGITAL AWARENESS OF THE COLLECTION
Offline users have complained about the visibility, campaigns, and awareness of the launch of the collection. They mentioned that they only became aware of it once they stepped into the offline store.
UNAVAILABILITY OF DESIGNS ONLINE
Most offline users complained of seeing repetitive designs for a while and having to travel to view and purchase the latest collection. They also faced difficulty purchasing online and sending gifts to loved ones due to the unavailability of designs.
LONG USER JOURNEY FOR PURCHASES
A lengthier user journey caused significant frustration, resulting in difficulties navigating and completing online purchases. Relocating the collection was particularly challenging.
DIGITAL LITERACY GAP IN OUR APPLICATION
Users with lower digital literacy, especially those who prefer offline shopping, encounter difficulties in navigating and completing the purchase process. They prefer straightforward interfaces with larger buttons and familiar color schemes for interactions.
PHOTOS FROM COLLABORATION AND DISCUSSIONS WITH OTHER TEAMS
REDESIGN LANDING PAGE
The gallery displays Rangana's presence across online platforms during festive seasons, capturing the spirit of celebration and cultural vibrancy of India.
To improve the user experience, I redesigned the landing page to make the collection launch clearly visible.
SOME KEY DESIGN CHANGES
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Incorporating a 'Buy Now' CTA button facilitates quicker purchases, streamlining the user journey and minimizing delays.
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The 'View' feature, powered by AI integration, empowers users to preview bedding designs within their own space, enhancing their shopping experience.
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Utilizing the Rangana highlight on the navigation bar not only aids in easy recall for users but also injects excitement into their browsing experience.
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Integrating a distinctive "Launch Icon" adds to the brand's recall value, especially for showcasing festive collections, making a lasting impact on users.
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Strategically employing "Red Color" throughout the interface amplifies the festive ambiance, fostering cohesion and elevating the overall celebratory mood.
A MORE INTUITIVE AND HELPFUL WAY TO DISCOVER AND PURCHASE THE COLLECTION.
ADDITIONAL FEATURES
Few additional features that could enhance the overall shopping experience.
This feature is designed to enhance the user experience by providing additional options related to the current collection or product the user is viewing. It helps users explore further within a specific theme or category, potentially increasing engagement and encouraging additional purchases.
More from this collection :
This feature is designed to enhance the user experience by providing additional options related to the current collection or product the user is viewing. It helps users explore further within a specific theme or category, potentially increasing engagement and encouraging additional purchases.
Shop Now CTA :
This is a button or link that prompts users to take action, in this case, to make a purchase. By clicking on "Shop Now," users are directed to the page where they can buy the product they're interested in. This CTA streamlines the purchasing process and reduces friction for users who have already found a design they like.
Recently Viewed :
This feature allows users to easily access and revisit products they have previously viewed. It serves as a convenient way for users to recall items they might be interested in, especially if they want to compare different options or revisit something they were considering purchasing. This feature enhances user experience by providing a sense of continuity and making it easier for users to pick up where they left off in their browsing journey.
CONCLUSIONS AND LEARNINGS
With the introduction of the new flow, the team observed a significant improvement in the conversion rate. Starting from an initial adoption rate of 28%, the new flow facilitated an increase to around 48% when mapped and measured. The traffic on both web and mobile increased immensely.
Things I learned during this project:
Balancing user needs with business goals:
I've realized that designing in a fast-paced environment requires striking the right balance between user needs and business goals. It involves creating solutions that prioritize users while also aligning with our company's objectives.
Collaboration is essential:
Working closely with marketing, stakeholders, and senior designers taught me the importance of constant feedback loops. Effective collaboration ensures everyone is on the same page.
THE GRAPHICS FOR THE ENTIRE COLLECTION IS DONE BY ME, TAKE A SNEAK PEAK
MADE WITH LOVE ❤️ AND LITTLE STRESS : {