As the lead of a UI/UX design team, my role was to convert data analytics insights into platform experiences aimed at achieving specific revenue goals. The major challenge was designing strategies for habit-building and user retention to maximize sales conversions. I worked on various campaigns for festivals, end-of-season sales, and new collection launches. Our team developed habit-building activities, personalized stores, and gamification features. Additionally, we designed subtle cues to encourage actual conversions on the platform.
The main challenge was to create anticipation and demand by displaying offers and new launches through interactive interfaces on web and app platforms. This included developing strategies using data from business teams to drive traffic during pre-sale and sale-day campaigns. The data was also leveraged to personalize the user app feed based on their activity history, leading to many conversions and understanding their “fashion taste profile”.
●Developed interactive interfaces for web and app platforms to showcase offers and new launches.
●Used data analytics to drive traffic and personalize user feeds, enhancing user engagement and conversions.
A series of interactive game constructs were developed to create fun and engaging ways for users to earn rewards, ultimately leading to more sales. These activities also resulted in measurable user retention and user-generated publicity for various campaigns. The constructs were simple interactions that tested users on speed and reflexes, using basic phone sensors. They were white-labeled and could be customized for different campaigns.
The construct is a concentration and reflex challenge where the user needs to pop clouds with fashion relatable icons to achieve a particular score, the game ends if the user taps on the cloud with a bomb whereas the user gets bonus points if they tap on the cloud with myntras logo. This game construct was made with gameloft and runs on web environment.
Simple construct for in-app environment, the user taps on the screen to get the delivery guy to the finish line. But the challenge increases as the reflexes are tested with obstacles, timer and switching of controls from tap to race – do not tap to race!
The game construct is similar to a quiz, where each question has three answers the users need to choose the correct answer in the shortest time possible!!. The products in the game were set on a random mode and the user could see any combination of ten products from a library of over 50 products. The game runs in-app environment.
Measurable Increase:
There was a 32% increase in user retention on the platform.
Rewarding Challenge:
Solving the game challenge rewarded users with a discount code, leading to more conversions.
Easy Interaction:
Simple interactions meant less cognitive load and easy onboarding.
Flexible Construct:
The game constructs were flexible and could be re-skinned for different campaigns.
The Measurable Impact:
The platform observed a 32% increase in user retention and a 10% increase in conversions whenever such properties were integrated into the campaigns.
Onboarding new or exclusive brands on the platform meant giving them prime visibility in the first scroll of the home page, leading to their specific brand stores. The process involved:
● Working closely with brand teams to design strategy pages based on product quantity, most sellable items, and trending products.
● Designing a UI based on brand guidelines that aligned with the platform’s guidelines.
Stores are a digital manifestation of physical multi-brand stores dedicated to selling specific products such as bags, shoes, etc. This flexible property was used as a primary sales driver for trends, stock clearances, exclusive products, and specific product categories.
