Rethinking the Online Shopping Experience
Rethinking the Online Shopping Experience
Rethinking the Online Shopping Experience
Rethinking the Online Shopping Experience
Rethinking the Online Shopping Experience
Rethinking the Online Shopping Experience
Rethinking the Online Shopping Experience
Rethinking the Online Shopping Experience
Rethinking the Online Shopping Experience
Rethinking the Online Shopping Experience
Rethinking the Online Shopping Experience
Rethinking the Online Shopping Experience
This case study streamlines the work explored in my "Design for Conversational UX" and "AI/AR" courses along with a personal project to analyze shopping experience on AJIO
This case study streamlines the work explored in my "Design for Conversational UX" and "AI/AR" courses along with a personal project to analyze shopping experience on AJIO
My Role
Research, UI Design and Prototyping (Figma), Voice Prototyping (Adobe XD)
The Project
With online shopping becoming the norm, especially during the Covid times, I decided to explore the AJIO app and reimagine parts of the shopping experience and personalize it to the user.
Duration
1 month
Design Overview
Background
I choose online shopping experiences as the area to delve into for class projects in my Conversational UX and AI/AR courses. Drawing from that, I decided to research further and explore new possibilities at various points in the the online shopping customer journey.
What is AJIO?
AJIO is Reliance Retail's fashion and lifestyle brand and e-commerce venture.
Their target audience consists of fashion-lover who are drawn to trendy, unique styles with discounts and deals.
Their products and services include menswear, womenswear, kidswear, footwear, accessories, toys and home-decor.
Background
I choose online shopping experiences as the area to delve into for class projects in my Conversational UX and AI/AR courses. Drawing from that, I decided to research further and explore new possibilities at various points in the the online shopping customer journey.
What is AJIO?
AJIO is Reliance Retail's fashion and lifestyle brand and e-commerce venture.
Their target audience consists of fashion-lover who are drawn to trendy, unique styles with discounts and deals.
Their products and services include menswear, womenswear, kidswear, footwear, accessories, toys and home-decor.
Understanding AJIO Users
To understand the shopping patterns and user behaviour of AJIO shoppers I conducted 8 user interviews.
Pain points summarized,
Lack of an option to find the top/bottom/accessory counterpart that appears in the product photos for a selected piece.
Messages regarding deals and coupon codes accumulate in the notifications tab and it's difficult to know which of those are still active (they don't disappear post expiry).
Lack of an option to get notified when an item/ specific size is out of stock.
Measurements of a size label varies from brand to brand and the AJIO size recommendation based on a previous order can be misleading.
The keywords required to search specific clothing are confusing.
When there are many items in the wishlist it's cluttered.
No way to resume a search from a specific point.
Not possible to find the outfit in the cover photo of categories.
App & User Journey Deep-Dive
Before jumping into ideating solutions, I wanted to experience the pain points that I hadn't faced before, like a wishlist with over 30 items, to truly see the perspective of the users as well as understand the existing app and the design decisions behind it.
Before jumping into ideating solutions, I wanted to experience the pain points that I hadn't faced before, like a wishlist with over 30 items, to truly see the perspective of the users as well as understand the existing app and the design decisions behind it.
[An observation that explains the above the process]
[An observation that explains the above the process]
User Journey Mapping
Benchmarking
I conducted a comprehensive market study of AJIO's competitor apps and also the online shopping apps of retail stores to understand the existing features offered in the marketplace and deduce concepts that can give AJIO a competitive edge.
Project Goals
I established project goals to keep me in line with my initial problem statement and reshape the shopping experience benefitting the user without compromising the business and technical goals
Brainstorming
The benchmarking directly pointed out feature gaps that existed in AJIO. The insights from the interviews, reviews and the app deep dive along with the user journey mapping gave me the direction for ideating and conceptualizing the solution.
Design Overview
New Features Introduced!
The Shopping Assistant - Personal Stylist
Image search + Personalized search - Moodboards
Cards that show the other items (top/ bottom/ accessories) in a product image
Filter options to organize cluttered wishlists
Feature to get notified if an item/ specific size is out of stock
Filter options to organize cluttered wishlists
Size recommendations based on one's measurements
The Shopping Assistant
Goals:
To gauge the user's style and preferences based on their profile data and shopping patterns
To recommend products based on the user's style and preferences
To help making the browsing process simpler by enabling voice search
Should be approachable, accurate like a professional stylist
To be able to adjust to any additional preferences from the user
💬 A key aspect of an in-store shopping experience is the presence of staff who can help guide you in case you need it. Many find this to be a drawback as well since at times they feel pestered.
💬 We often go to that one friend who can give us fashion advice or turn to blogs and fashion influencers for style recommendations.
Now what if users has an assistant who could help them out whenever called for and even offer recommendations based on their style and vibe?
💬 A key aspect of an in-store shopping experience is the presence of staff who can help guide you in case you need it. Many find this to be a drawback as well since at times they feel pestered.
💬 We often go to that one friend who can give us fashion advice or turn to blogs and fashion influencers for style recommendations.
Now what if users has an assistant who could help them out whenever called for and even offer recommendations based on their style and vibe?
Meet INA - The personalized shopping assistant
Conversation Mapping
Goals:
To gauge the user's style and preferences based on their profile data and shopping patterns
To recommend products based on the user's style and preferences
To help making the browsing process simpler by enabling voice search
Should be approachable, accurate like a professional stylist
To be able to adjust to any additional preferences from the user
Conversation Mapping
Meet INA - The personalized shopping assistant
After setting the assistant's personality, it was necessary to figure out the phrases and language that will be used by the bot and the specific conversation triggers.
From helping you browse to bookmarking your search progress, Ina - Your Shopping Assistant can do it all!
Find the outfit in cover photos and even receive recommendations for outfits based on latest trends from your personal stylist, all through one conversation.
Image + Personalized Search
Found an outfit on Pinterest you love and have no idea where to find it?
Allow AJIO's AI-driven image search to help you out! Choose a photo from your device or click one on the spot and voila, you'll be presented with all the results that are a match.
Just want to browse or want to explore a certain aesthetic?
Browse using specially curated moodboards that captures the look you have in mind.
moodboard images credit - Trend Senses
Just want to browse or want to explore a certain aesthetic?
Browse using specially curated moodboards that captures the look you have in mind.
moodboard images credit - Trend Senses
Complete the Fit
Find the other items in the product image to complete the outfit!
Wishlist Filters + Price-Drop Notifications
Have trouble finding a particular piece in your cluttered wishlist?
Now you can filter your wishlist items the same way you do while browsing.
Do you save an item for later and then miss the chance to buy it on sale?
Now get notified when the products you love go on sale.
Size Recommendations
Return your orders often because it don't fit?
Allow the system to recommend your perfect size based on measurements that you can add to your profile.
Restock Notifications
Ever fallen in love with an item but it's out of stock or your size isn't available?
No worries, now you can choose to be notified and grab it when it's restocked.
Reflections
My Learnings
Benefits of benchmarking: It helped me understand the existing products in the market, scope of redesign and what new features I could introduce to give my solution a competitive edge.
Benefits of benchmarking: It helped me understand the existing products in the market, scope of redesign and what new features I could introduce to give my solution a competitive edge.
Importance of user interviews/primary research: Talking to the users gave me invaluable insights and got me thinking in directions that I hadn't previously considered as those were issues I personally hadn't faced. It helped look at the product from different perspectives and unlocked a lot more ideas.
Importance of user interviews/primary research: Talking to the users gave me invaluable insights and got me thinking in directions that I hadn't previously considered as those were issues I personally hadn't faced. It helped look at the product from different perspectives and unlocked a lot more ideas.
Tiny details guide the flow of one's experience: Some of the pain-points were very minor details when one looks at the overall system but they had a size-able impact on the user's experience and how they conceive a product/service!
Tiny details guide the flow of one's experience: Some of the pain-points were very minor details when one looks at the overall system but they had a size-able impact on the user's experience and how they conceive a product/service!
Future Scope
User testing: Since the redesign wasn't a complete flow and the bot prototyping was restricted by the conversation mapping, usability testing wasn't possible. Given more time and resources, testing the solutions would be the first course of action.
User testing: Since the redesign wasn't a complete flow and the bot prototyping was restricted by the conversation mapping, usability testing wasn't possible. Given more time and resources, testing the solutions would be the first course of action.
To understand the technical feasibility of the solutions designed in the marketplace.
To understand the technical feasibility of the solutions designed in the marketplace.
Explore more ways to personalize the shopping process.
Explore more ways to personalize the shopping process.
Expand the voice bot to regional languages and make it friendly to various accents.
Expand the voice bot to regional languages and make it friendly to various accents.
To understand the applications and restrictions of AI better.
To understand the applications and restrictions of AI better.
To understand the impact of the solutions on the app's size and loading time.
To understand the impact of the solutions on the app's size and loading time.
Want to discuss about conversation in design and how AI is redefining experiences, have feedback or just want to chat? Do reach out!
This case study streamlines the work explored in my "Design for Conversational UX" and "AI/AR" courses along with a personal project to analyze shopping experience on AJIO
My Role
Research, UI Design and Prototyping (Figma), Voice Prototyping (Adobe XD)
The Project
With online shopping becoming the norm, especially during the Covid times, I decided to explore the AJIO app and reimagine parts of the shopping experience and personalize it to the user.
Duration
1 month
Design Overview
Background
I choose online shopping experiences as the area to delve into for class projects in my Conversational UX and AI/AR courses. Drawing from that, I decided to research further and explore new possibilities at various points in the the online shopping customer journey.
What is AJIO?
AJIO is Reliance Retail's fashion and lifestyle brand and e-commerce venture.
Their target audience consists of fashion-lover who are drawn to trendy, unique styles with discounts and deals.
Their products and services include menswear, womenswear, kidswear, footwear, accessories, toys and home-decor.
Background
I choose online shopping experiences as the area to delve into for class projects in my Conversational UX and AI/AR courses. Drawing from that, I decided to research further and explore new possibilities at various points in the the online shopping customer journey.
What is AJIO?
AJIO is Reliance Retail's fashion and lifestyle brand and e-commerce venture.
Their target audience consists of fashion-lover who are drawn to trendy, unique styles with discounts and deals.
Their products and services include menswear, womenswear, kidswear, footwear, accessories, toys and home-decor.
Understanding AJIO Users
To understand the shopping patterns and user behaviour of AJIO shoppers I conducted 8 user interviews.
Pain points summarized,
Lack of an option to find the top/bottom/accessory counterpart that appears in the product photos for a selected piece.
Messages regarding deals and coupon codes accumulate in the notifications tab and it's difficult to know which of those are still active (they don't disappear post expiry).
Lack of an option to get notified when an item/ specific size is out of stock.
Measurements of a size label varies from brand to brand and the AJIO size recommendation based on a previous order can be misleading.
The keywords required to search specific clothing are confusing.
When there are many items in the wishlist it's cluttered.
No way to resume a search from a specific point.
Not possible to find the outfit in the cover photo of categories.
App & User Journey Deep-Dive
Before jumping into ideating solutions, I wanted to experience the pain points that I hadn't faced before, like a wishlist with over 30 items, to truly see the perspective of the users as well as understand the existing app and the design decisions behind it.
[An observation that explains the above the process]
User Journey Mapping
Benchmarking
I conducted a comprehensive market study of AJIO's competitor apps and also the online shopping apps of retail stores to understand the existing features offered in the marketplace and deduce concepts that can give AJIO a competitive edge.
Project Goals
I established project goals to keep me in line with my initial problem statement and reshape the shopping experience benefitting the user without compromising the business and technical goals
Brainstorming
The benchmarking directly pointed out feature gaps that existed in AJIO. The insights from the interviews, reviews and the app deep dive along with the user journey mapping gave me the direction for ideating and conceptualizing the solution.
Design Overview
New Features Introduced!
The Shopping Assistant - Personal Stylist
Image search + Personalized search - Moodboards
Cards that show the other items (top/ bottom/ accessories) in a product image
Filter options to organize cluttered wishlists
Feature to get notified if an item/ specific size is out of stock
Filter options to organize cluttered wishlists
Size recommendations based on one's measurements
The Shopping Assistant
💬 A key aspect of an in-store shopping experience is the presence of staff who can help guide you in case you need it. Many find this to be a drawback as well since at times they feel pestered.
💬 We often go to that one friend who can give us fashion advice or turn to blogs and fashion influencers for style recommendations.
Now what if users has an assistant who could help them out whenever called for and even offer recommendations based on their style and vibe?
Meet INA - The personalized shopping assistant
Goals:
To gauge the user's style and preferences based on their profile data and shopping patterns
To recommend products based on the user's style and preferences
To help making the browsing process simpler by enabling voice search
Should be approachable, accurate like a professional stylist
To be able to adjust to any additional preferences from the user
Conversation Mapping
After setting the assistant's personality, it was necessary to figure out the phrases and language that will be used by the bot and the specific conversation triggers.
From helping you browse to bookmarking your search progress, Ina - Your Shopping Assistant can do it all!
Find the outfit in cover photos and even receive recommendations for outfits based on latest trends from your personal stylist, all through one conversation.
Image + Personalized Search
Found an outfit on Pinterest you love and have no idea where to find it?
Allow AJIO's AI-driven image search to help you out! Choose a photo from your device or click one on the spot and voila, you'll be presented with all the results that are a match.
[moodboard images credit - Trend Senses]
Just want to browse or want to explore a certain aesthetic?
Browse using specially curated moodboards that captures the aesthetic you have in mind.
Complete the Fit
Find the other items in the product image to complete the outfit!
Wishlist Filters + Price-Drop Notifications
Have trouble finding a particular piece in your cluttered wishlist?
Now you can filter your wishlist items the same way you do while browsing.
Do you save an item for later and then miss the chance to buy it on sale?
Now get notified when the products you love go on sale.
Size Recommendations
Return your orders often because it don't fit?
Allow the system to recommend your perfect size based on measurements that you can add to your profile.
Restock Notifications
Ever fallen in love with an item but it's out of stock or your size isn't available?
No worries, now you can choose to be notified and grab it when it's restocked.
Reflections
My Learnings
Benefits of benchmarking: It helped me understand the existing products in the market, scope of redesign and what new features I could introduce to give my solution a competitive edge.
Importance of user interviews/primary research: Talking to the users gave me invaluable insights and got me thinking in directions that I hadn't previously considered as those were issues I personally hadn't faced. It helped look at the product from different perspectives and unlocked a lot more ideas.
Tiny details guide the flow of one's experience: Some of the pain-points were very minor details when one looks at the overall system but they had a size-able impact on the user's experience and how they conceive a product/service!
Future Scope
User testing: Since the redesign wasn't a complete flow and the bot prototyping was restricted by the conversation mapping, usability testing wasn't possible. Given more time and resources, testing the solutions would be the first course of action.
To understand the technical feasibility of the solutions designed in the marketplace.
Explore more ways to personalize the shopping process.
Expand the voice bot to regional languages and make it friendly to various accents.
To understand the applications and restrictions of AI better.
To understand the impact of the solutions on the app's size and loading time.