Redefining the Luxury Narrative for TATA Cliq Luxe E-Commerce App
Hackathon | UX Research, Strategy, Ideation, Design
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OVERVIEW
OVERVIEW
TATA Cliq Luxe is a luxury e-commerce website curating in the finest of Indian and global luxury brands. Through the solution, we transformed into an immersive and interactive user interface to manifest storytelling, authenticity and class while making the user feel exclusive about their choices.
With focus on ‘Slow Commerce’ which highlights more on the story , legacy and the craft rather than the value. And in a way, give the user a reason to increase the time spent on the app while engaging with it effectively
PROBLEM
The app currently doesn’t the brand ethos of “sophisticated and thoughtful” appeal
Reduced time spent on app, higher bounce rate with less engagement
Lack of user customisation in each product and app level
Cognitive overload with over usage of ads, banners and more brand content than user curated content
Users cannot trust or demand more transparency
The user journey especially the browsing experience is complex
SOLUTION
Enhance the visual design to align with the ‘slow commerce’ theme of the brand
Emphasise more on the storytelling and context at every level
Improving the transparency, support and trust of the customer
Simplify the browsing experience among others
Have for space for user control and customisation
Include user incentives and increase user curated content to improve user acquisition, based on thorough user research
MY TEAM & ROLE
As part of UX, I worked upon competitive analysis, high level UX audit, user persona building and refining the Information Architecture and User Journey
As part of UI or Visual Design, I updated the design system based on current design standards and redefined the navigation based on customer journey
TIMELINE
This hackathon was completed in a span of 1 week's time
First 3 days were utilised in the discovery and ideation process
The next 3 days were used to build the wireframes, the final design and to compile it into a presentation for review
THE PROCESS
Understanding the Potential Competitors
While the luxury e-commerce market in India is slowly developing, the international market for the same has accelerated long back. Many are adopting to the Farfetch - style aggregation approach, connecting Indians to 300+ botiques all over. Hence, we have taken up Farfetch and Net-a-porter from the international market as parameters to understand their design approach.
On the other hand, Indian e-commerce giants are tapping into the 'Luxe' category with a wider price point and showcasing local hidden gems across the nation. One of the seasoned players are Aza Fashion and Pernia's Pop-up Shop. They follow a very similar approach, catering to the audience that TATA Cliq wants to tap in, hence that's an ideal competitor.
Understanding the Users
Primary Audience: The Luxury Aspirants
Millennial Women and Men (late 20’s to late 30’s; 28-38), residing in Metros and T1 cities, they belong to the ‘High Income Not Rich Yet’ (HENRY) or New - Age HNI’s segment.
Secondary Audience: The Luxury Natives
Individuals with high income who would love to afford luxury goods effortlessly.
Redefining the User Flow
Keeping in focus the payment flow, there are 4 types of transactions : Scan & Pay, Pay to Self, Pay to a Bank Account and Pay via Mobile Number or Contact.
Based on our research, we have given the user the flexibility to "Add new Contact No./Account/Beneficiary" during the payment flows as and when required without looping back to the home page. They can as well Request an amount from another beneficiary. The history of the transaction along with the invoice is readily available.
With functionalities like "Check Balance before payment" , "View and Share Invoice", "Raise Query" , "Repeat Payment", the improved solution can promise more transparency and less user load. Based on the research and competitive analysis we have included the above and tried to make the design as seamless and inclusive as possible with necessary validation during transaction steps.
THE DESIGN
Onboarding & Landing Page
In the exiting TATA Cliq Luxe design, the user has to select Global Luxury or Indieluxe everytime they start using the app and for first time users they are unaware of the context of the same. With our design, we have used simple primary navigation aligned with other e - commerce websites - separating the audience into 2 core groups 'Women' and 'Men' from the start.
Our visual design highlights and gives subtext for the brand umbrellas under Global Luxury and Indiluxe. Thus, the user makes an informed (luxury+gender) choice which they can alternate from the home page as well, without going an extended route.
The Product Cards shows quality of product and fair pricing. Rewards act as incentive to motivate users to return to the app. Other secondary offerings like Home Decor, Accessories have been systematically laid out with supporting visuals and captions.
Spotlight :The carousel changes from Craft in Spotlight to Designer and Brand in spotlight, with a compelling CTA to explore crafts . Building on the concept of 'slow commerce' where user will stop and read, we have integrated video snippets about our artisans behind the brand, bringing in a sense of thoughtfulness and authenticity. And also, building a connect with the user beyond products and keeping the user on this page for a longer time
Celebrity Closet : Since our HENRY’s or Luxury Natives are highly influenced by social media stars and celebrities, we have included a section where such stars are wearing our brand. Users can click on the particular product they are wearing and read details about them or shop them
Few Important Snippets from the Landing Page
Exclusive Content and Intuitive Search
Curated Content based on user browsing history to make user's feel exclusive about their choices. Based on our research, the users seek 'individual style and value' in their product which the customised 'For You' space provides. Makes the journey efficient for returning users especially.
An effective and simple search under Categories, prominently mentioning all the available options with easy browsing. The category division is inclusive of different needs - Shop by brand, designers, craft, collection, deal, occassion.
Showcasing Craftsmanship through 'Stories'
We have tried to build on ‘ thoughtful storytelling ‘ to represent our brand and connect with our users empathetically to what we stand for in a unique way.
Craftsmanship - We have highlighted on handloom weaves that are generally to tell the story behind the product. Have used video thumbnails to showcase our craft and artisans. This builds a sense of understanding, authenticity and unique identity behind each product. Attaching an insightful story like this is a powerful way to build lasting connection with the customer, elicit emotion, foster loyalty making sure the relation between the brand and the product goes beyond just the product and the brand
Vide Story of Artisans: Viewers are 95% more likely to remember a call to action after watching a video, compared to 10% when reading it in text format. Videos help keep users on our app longer and also keep them more engaged
We have included style lessons from stylists’ as to build the overall brand value - style tips can go beyond indiluxe or global luxury. And this app would integrate into the lifestyle of the user seamlessly. We have included our Blog snippets for people who are interested in reading the editorial pieces like that of Vogue, Harper Bazar etc.
Featuring our Customers : This makes them feel inclusive and acknowledges, creates a stronger social community. It would engage them more with the brand and make them feel like a part of the story.
'Behind the Scenes' for Product Details
The products have quality images and supporting videos to build the overall look-and-feel. And in order to build trust regarding the product, we have included Reviews section for users to go through and decide. They can read in detail about the product, the brand , any shipping instructions, stylist’s notes or any sort of customer care help they need at any point.
In Product Details Page - Since HENRY’s and our Luxury Natives want to see uniqueness and exclusivity in their choices, so we have included that section “How is it Unique”. We highlight on the print and patterns or the fibre on the item. Learning about the story behind the product adds into its credibility and justifies the price.
Moodboard : User can group items they saved under a category of their choice for easy organisation and memorable factor. It gives them the power of personalisation as well and something that they are likely to share with others and recommend.
Efficient & Simple Checkout process
The cart shows a concise version of the ordered products. User selects the shipping addresses and delivery options, these add to the final price that is calculated upon checkout. According to Baymard, 75% of users find it difficult to compare delivery options. That is dismissed with our current design.
The Visual Language
Used classic text style like Playfair Display to accentuate the sense of luxury and authenticity they want the application to exude. It has been used in fashion vlogs like Vogue as "playfair display is a classical typeface with a modern feeling that will give designs the elegance it needs". Taking Vogue and Conde Naste as example, Black has been used to illustrate the sense of sophistication and glamour that the color is associated with.
Typography
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