Product Overview
SugarBox Networks
e-commerce app
SugarBox App is a hyperlocal content discovery app that changes context as per the location it runs via Wifi zones. It works like an inflight entertainment app and changes into a Brand discovery & navigation app within a mall.
Sugarbox went through a redesign of its e-commerce category after the platform went live on more than 500 wifi zones. This meant a growing partnership from brands that were competing for discovery, engagement and conversion from Sugarbox users.
The problem:
Over the recent weeks, not only have we seen e-Commerce traction in onboarding brands, but we are also seeing initial traction in terms of transactions. It makes sense now to define an overarching and coherent strategy for e-commerce on the SB platform to guide business, product and design decisions moving forward.
Multiple approaches were used to identify the problems associated with e-commerce category to address two fundamental question?
“Why there is low conversion rate for e-commerce in SugarBox App?”
“What strategies should we implement on business, product & engineering level to ensure e-commerce succeeds as a category?”
Objectives & Goals:
The Project started with the context set by the business head stating the context, business goals that we want to achieve with e-commerce category and identified challenges about the value proposition and market positioning as a category.
Strengthening our Brand positioning
The experience of finding your next favorite brand previously unknown to you & get amazing deals on them exclusively on SugarBox.
New User Acquisition & Engagement
Ensure users are acquired through great deals but keep engaged by a lasting incentive for them to come back. e.g. Loyalty Programs
Gather Consumer Insights
Analyzing the consumer browsing & purchase behavior & utilize in more effective marketing strategies & more personalized experiences.
Scope of Work
My Role
Experience Strategy
Secondary Research
UX Design
UI Design
Prototyping
- User Experience Strategy
- Stakeholder Management
- Project Planning & Allocation
- Facilitate Output oriented Primary research
- Conduct design thinking workshops
- Guide & Co-design UX/UI outputs
- Proposal to CEO & All Function heads based on Real insights to fine-tune Business strategies & discuss Product roadmap prioritisation.
Design Process
I applied the framework based on the Double Diamond Theory and Lean UX process with my Team for this project. There was an opportunity for Discovering Problems, User needs and defining the scope of product before designing actual solution.
Discover
PhaseUnderstanding the Business requirements
Overview
The Project started with the context set by the business head stating the context, business goals that we want to achieve with e-commerce category and identified challenges about the value proposition and market positioning as a category.
Business Context
Over the recent weeks, not only have we seen e-Commerce traction in onboarding D2C brands, but we are also seeing initial traction in terms of transactions. It makes sense now to define an overarching and coherent strategy for e-commerce on the SB platform to guide business, product and design decisions moving forward.
Brand Positioning for e-Commerce category
The experience of finding your next favourite brand previously unknown to you, and the possibility of encashing your engagement in our platform to get amazing deals builds into the magical digital experience brand positioning of SugarBox.
Research
PhaseSecondary Research & Product experience analysis
Overview
We started with looking into the data about what our users are doing. An extensive exercise of existing e-comm event tracking & funnel mapping was done with the help of Product, Marketing stakeholders, The following results surfaced.
Research Findings
- Among 70 Product taps averaged in a week, only 2 reached Order checked out stage.
- There have been a total of just 8 successful orders since a month of launch of e-comm category.
- There were huge percentages of drop-offs for users in various events captured, that fed into insights of effectiveness of UX and Tech issues present in the application.
Heuristics evaluation
We did heuristics evaluation as UX/UI experts to find out usability issues, trying to anticipate user behaviour & empathise their reasons of drop offs.
The previous study of Analytics for various events like “Carousal”, “Shop icon tap” also gave us direction to focus heuristics in those userflows.
Home Page
Low Tap rate
There were hardly any clicks on Shop tab, The only way Users went deeper into the e-comm funnel was through content rails on the homepage.
Most users never could discover 95% of our product catalogue.
Dominance of OTT rails on homepage
Most of the page contained many curated rails of OTT content based on Metadata for maximum content engagement.
This approach impacted the discovery of e-comm rails and created the UX where each category will be competing for space
Primary Research
User Research
Methodology : User Surveys
A research was conducted by sending a Google survey form as a direct mailer to existing SugarBox users to know key information about the users and their behaviour around e-commerce shopping.
Objectives
- To find triggers/influencing factors that lead various users to visit e-comm sites and make a purchase.
- To study behaviour and derive shopping pattern in discovering, considering & purchasing different categories
Key Results from research
Top Painpoints
- Bad quality products, damaged products, Wrong product delivered.
- Product description and the actual product is different.
- Refund related hassles.
- Delayed deliveries and no return or replacement policies
- Poor customer relation service team to handle order related issues.
- Trust issues of being a fraud ecommerce site.
- Confirmed Order being cancelled due to out of stock.
- Customers think that there are many fake reviews on platforms too.
Secondary research
Consumer shopping behavior varies from Digital to Traditional Shoppers regarding their goals and expectations. Younger, Digital Consumers seek personalization and technology over promotions whereas the Traditional, older generation values true savings.
Source: https://skai.io/blog/consumer-shopping-behavior/
Competitive Analysis
We looked at various e-commerce platforms and identified a High Level User Journey that we considered for our initial brainstorming of Journey Maps and Product Ideation.
Systematics and Categorised product or services
Discovery of product or services
- A user can see new posts/reels based on their interests (pre selected).
- Below the pins are arranged based on previous searches and categories that were searched and browsed for.
Discover creators
- Discover creators entry point shows a cluster of creator content.
- Tapping on ‘discover creators’ will open a new page with content by different creators.
- These are suggested based on popular search and trending.
Define
PhaseUser Personas
Type of Users
| User Type | Shopping Behaviour | Key Goals |
|---|---|---|
| Product Focused | Know exactly what they want |
|
| Browsers | Go to their favorite sites or new sites for inspiration or to kill time. |
|
| Researchers | They plan to purchase, but the purchase may happen today, tomorrow, next week, or in six months. |
|
| Bargain Hunters | Look for the best deal possible. |
|
| One-Time Shoppers | They have no intentions to visit the site after the initial purchase; they are visiting due to a one-time need. |
|
User Journeys
User Flows
Information Architecture
Wireframes
Visual Designs
Design System
