Leading a team of UI/UX designers my role at the organisation was converting insights from data analytics into platform experience to meet specific revenue goals. The big challenge was to design strategies for a series of habit building & user retention solutions catering to maximise sale conversions. I worked on various festival, end of season and new collection launch campaigns. Together with the team, we created various Habit building activities with personalised stores and gamification activities. The scope of work also included designing dark patterns leading to actual conversion on the platform.
Translating shopping insights into platform experience to meet revenue goals
Campaigns
The main challenge for the campaigns was to create anticipation and demand by displaying offers and new launches through interactive interfaces on web and app platforms. The challenge also included developing strategies using data from business teams to create traffic on the platform during pre sale and sale day campaigns. The data was also leveraged to Personalise the user app feed based on their activity history leading to a lot of conversions and understanding their “fashion taste profile” .
House of international brands
Gamification
A series of interactive game constructs were developed with key goal of fun and interactive ways for users to earn their rewards on the platform ultimately leading to more sales. Developing such activities also lead to measurable user retention and more user generated publicity for various campaigns.
The game play and the constructs were simple interactions testing the user on speed and their reflexes. This was made possible using the basic sensors in the users phone. The constructs were white labelled and could be skinned and used for different campaigns.
Bubble blast
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.
Tap to Deliver
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!
Guess the price
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.
User retention
There was a measurable increase of 32% in user retention on the platform
Rewarding challenge
Solving the game challenge rewarded the users with a discount code, which lead to more conversions.
Easy Interaction
Simple interactions meant less cognitive load and easy on-boarding.
Flexible construct
The game constructs were flexible in a way, such that they could be re-skinned for different campaigns.
The measurable impact
The platform observed a 32% increase in user retention and 10% increase in conversions whenever such properties where integrated in the campaigns.
Brand launch
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 first step was working closely with the brand teams and designing strategy for the pages based on the quantity of the products, most sellable items and trending products. The second step was designing a UI based on brand guidelines which could sit easily with platforms guidelines.
Stores
Stores is a digital manifestation of a physical multi brand stores dedicated to selling a particular product 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.
