Enhancing User Experience and design scalable User Interface for a large fashion ecommerce app.
A leading fashion and lifestyle destination for men, women and kids. With over 1000+ brands, 90,000 products and over 2 lakh styles are inspiring the passion and love for fashion in India since 2012. These amazing products are well curated based on season and street, making a highly personalized experience alongside wide variety of well curated fashion content.
Clint: Jabong
Year: 2015
Challenge:
To make Jabong the most relevant fashion destination which allows young, urban, aspirational consumers to find relevant and in trend fashion and wardrobe solutions for all the key usage occasions and events of their life. To aim 18-35 years of age group who are fashion conscious and socially active.
To construct a new information architecture and design aesthetics which would look modern and ease the customer experience to consume information on the page and make purchase decision quickly as possible.
We started by dividing the customers into 4 segments, creating personas allowed us to research each group in depth which helped breakdown the features.
1. The Aspirer (Expose content)
A person (18 -35 years old) who aspires to look good but have very less core sense about fashion. Is willing to spend money (rs1000-6000) to get trendy.
2. The Social Magnet (Show more social activities/likes)
A fashionista (18-26 years old) who is not only a regular shopper but her shopping is also influenced a lot by her peers. She wants to know, comment and get suggested for her fashion.
3. The Focussed One (Expose direct products/narrow down search)
A man (28 -35 years old) who buys clothes when needed and is a very focussed shopper. Knows what he wants and would like to get done in as less clicks possible.
4. The Discount Hungry (soon to be extinct)
A family which buys only during festivals and are discount freaks.
*Convert them to shop more by gamification.
This was curated by the team lead, which helped in mapping functionalities and prioritizing the features for the final outcome.
Detail Design
Landing page:
The page was kept category oriented. It was necessary to remove the open experience from the old version and find a way to narrow the customer mind to find the relevant product. Therefore, WOMEN - MEN - KIDS - SPORTS the top level categories were separate tabs on the featured page having their unique experiences.
Brand Page:
Brands needed more attention. So we created brand pages with little stories around them. Customer can follow their favorite brands, filter products by category or get updates on new-arrivals. The hierarchy of the information on each category of the brand depends on customers recently viewed & purchased history. This gave the Brand page a personalized touch.
Catalog Page:
We wanted to remove the clutter from the catalog page and help user find what they want. To and fro between catalog and categories/sub-categories were made easy by having a drawer on the catalog header itself. Visual filters were added between catalog products for best recommendations.
Product Page:
The product page was designs to keep the imagery of the product in highlight. Complement customers by cross-selling similar products of the same brand. Features like - 'Shop The Look' encourages and help broader the perspective of customers to make an easy purchase decision. Apart from the product information and customer reviews, it was clear to put brand promise around free shipping and easy returns upfront.
I only used few detailed screens here, but there were over 30 screens to show different iterations of different pages and interactions. After my involvement on the project, the team continued to evolve and polish the visual design, the team closely collaborated with the development to ensure that we delivered quality design solutions that were faithfully implemented in code.
In 6 weeks of intensive design process of late 2015, the project was delivered on time and it was great to see most of my work brought to life.
In 6 weeks of intensive design process of late 2015, the project was delivered on time and it was great to see most of my work brought to life.
Thank you
for watching!
*In July, 2016 Flipkart acquired Jabong through its unit Myntra
