top of page
मीनू अन्ना मैथ्यू
पलक्कड़, केरल
2022
प्रतिक्रियात्मक वेब डिज़ाइन
The requirement from Sangeetha Mobiles was to redesign their digital identity while integrating their offline and online processes to increase sales.
Who is Sangeetha Mobiles?
Sangeetha Mobiles is South India's leading multi-brand retail chain dealing in international and Indian brands of mobile handsets and mobiles accessories. Their USPs are their VAS and the number of stores they have throughout the country. With this project they were looking at expanding to a complete electronic store from a mobile centric brand.
My role
Involved in the audit, research and design, where I decreased the time taken in delivering a product from a store to the customer in case of a purchase, exchange and returns.
Integrated their offline VAS such as customer support, in-store appointments to their online platforms and worked on service blueprints to improve efficiency.
Also worked on their payment platform and Financial centre along with chatbot strategy.
Studied Data Analytics - click heat maps using hotjar and reworked on the flow by reworking the most clicked options and their placement.
Worked with the senior visual designer to create a design theme, design system and interactions. I aided in creating gamification elements and their placement in flows to aid with customer retention.
Reworked the platform's UX to create a structure that improves bounce rates and increases memberships with nudges in the right times.
Included short usability tests to understand where the customers were facing problems with the existing website's processes.
Onboarded a senior visual designer to the project and worked on Dev handoffs, project timelines and client presentations.
Creating Flow charts to map out an exchange flow on the platform.
The Problems
Scrutinising the Journey
To understand and improve the product, conducted an audit keeping in mind the pointed insights provided by the client.
Screenshot of existing website and chatbot
Benchmarking
At this stage the client had provided us with certain websites and applications in a more direct benchmarking, I worked on finding more platforms that we could refer to and the following were finalised for both UI and UX :
Design Sprints & Project Timelines
During the ideation processes for the website I participated in various design sprints by the end of the session I was able to conduct problem solving sprints for efficient solutions (on the format for the all brands and categories page).
Redefined User Problems
"Enable the user to make effective buying decisions, move offline processes to 100% online and increase bounce rates"
-
Optimise search and filters
- Assist users in their buying process
- Redefine their digital strategy and identity
- Increase profits and market shares
The Solutions
Reconstructing the journey
For the MVP, we decided to target a first time user (customer) looking to purchase a specific phone. Here, I created a service blueprint of a physical store experience and worked on the page layout and user journeys for all the user types. The other users for whom a dynamic home page based on data analysis had been created was :
- First time user browsing with no intent of buying
- First time user browsing with an intent to buy but unsure of what they want
- Returning user who had previously browsed and not purchased
- Returning user who had purchased a product
Working on Customer Retention
To aid with customer retention I first looked at the business offerings and goals. To optimise their Protection plans a clubbed plan was proposed to the client and added to the scope. Journey points where the VAS could be added was drafted along with their offerings.
Worked on gamification elements such as a DIY journey, Compare, coupons from Spin the Wheel or delayed delivery and NFM models for out of stock or out of 2 hour delivery products.
Created a system of tags for products so they can be proposed for ideal filters and search options along with categories, then I worked on optimising the chat bot experience with a proposed chatbot strategy.
Worked on creating a system of reviews, ratings and blogs as well to bring about a sense of trust that the brand markets.
Re-thinking the Design Theme and System
Taking into consideration inputs from multiple clients and ideating, a simple black and white design theme was proposed and finalised with the clients. Then, created a design system with the UI designer and worked on the interactions for the components as well as the screens.
Results and Takeaways
Bounce rates were reduced and with clearer navigation journeys chartered customers were able to make improved buying decisions.
With the implementation of support and elements to aid being decisions along with standardisation of theme and design system, customer retention improved drastically.
What I have learned
- Understanding responsive design and scaling it to a mobile application.
- Onboarding a senior designer to the project.
- Creating a Design system and theme from scratch.
- Working on chatbot architecture & gamification of elements
- Understanding click rates and data analytics.
Glimpses of the Project
bottom of page