UX Case Study — An attempt to redesign Nykaa’s streaming and improve DAU (Daily Active Users) and ACV (Average Cart Value) in 48 hours | by Gaurav
I just lately participated in a 48 hours Designathon (a UX design Hackathon) competitors hosted by UXM Neighborhood Growth School, performed and mentored by Anudeep Ayyagari (UX Anudeep). The contributors had been divided into groups of seven individuals and requested to decide on an evaluative downside assertion. We selected downside assertion of the Nykaa app whereby we targeted on growing the common order worth and person retention.
We named our crew Design Dragons. Our crew consisted of Abirami Palani, Ahsan Bhutta, Amrutha Upadrasta, Farah Tarique, Gaurav (myself), Pintu Naskar, Shristy Kumari
Nykaa has been out there of beauty merchandise for some time now and is a significant participant within the cosmetics sector, offering a variety of magnificence, trend, and well being objects on bodily and digital platforms.
We observed that Nykaa has just lately launched content material streaming function of their platform. By this, they aren’t simply making an attempt to promote numerous merchandise and types but additionally guiding and sharing information to customers on use them.
Contemplating this function is comparatively new, there’s plenty of scope for enchancment and in addition, we being newly launched to trend streaming platform we chosen Nykaa app to work on for subsequent 48 hours and improvise the platform.
This stage made us to open up and get comfy with crew members as we mentioned extra on selecting the subject to work for subsequent 48 hrs.
Consider the move of Nykaa Video Stream Stream, which incorporates House web page > Stream > Product element and redesign the expertise to make the product design extra inclusive and tailored for girls between the age of 25 and 35 thereby growing DAU, Common cart worth
Motive for downside assertion:
Video streaming is extraordinarily common amongst customers of competing apps and on the web. So, the apparent step for Nykaa is to combine this function into their platform. Our audience is girls between the ages of 25 and 35 who need to enhance their information base on make-up and reasonably priced merchandise on the market in an effort to make it a part of their life-style. They’re making an attempt to realize this by bringing in influences from different running a blog platforms and, consequently, constructing belief and growing DAU.
The method was to first perceive why this function was launched and why it is very important the customers and subsequently to the enterprise. Some of the apparent causes was that customers most well-liked having data at their fingertips in seconds somewhat than scrolling by way of an infinite quantity of data and information.
Video is a really efficient mode of communication and helps girls, particularly these aged between 25 and 35, simply entry precisely what they could be excited about or searching for, decreasing their cognitive pressure by aiding them with their life-style decisions. That is primarily as a result of they get the merchandise and the tutorial in the identical place. Taking screenshots and understanding the move helped with understanding the way it impacts or will increase KPIs.
Enterprise Metrics to be Focused:
Enhance Day by day Lively Customers (DAU), Common cart worth
– Within the current move, you have to faucet on stream in backside navigation bar of residence display to go to stream web page
– Within the stream web page, there are filters given within the high and you must
– Thumbnails of contents can be exhibited to you to decide on as per your selection.
– Now, you can be redirected to the content material viewing web page or product itemizing web page relying on the thumbnail you clicked on.
– Within the content material viewing web page merchandise are listed within the beneath part overlaying the content material displayed in full display
– Now, from right here you possibly can immediately add merchandise to the cart or you possibly can go to the product particulars web page
– In product element web page, you possibly can both wish-list the product or add the product to the cart
Why did we make these adjustments?
Added banner for ongoing and upcoming dwell streams:
Whereas learning our rivals we discovered that Sugar cosmetics, Mamaearth used banners to tell and promote their content material to extra customers within the homepage and have higher conversion fee
Modified stream icon in backside bar:
Whereas doing person testing and from secondary insights we discovered that customers aren’t in a position to recognise the Nykaa’s stream as it’s not in in keeping with different related functions
Added ‘See All’ button above stream banner:
As we discovered that customers aren’t in a position to recognise or navigate to the Nykaa’s stream as it’s not in in keeping with different related functions
Why did we make these adjustments?
Restructuring the stream display:
Whereas doing person testing we discovered that customers weren’t in a position to perceive the stream discover web page and having laborious time in navigating and searching for required contents
Added banner for ongoing and upcoming dwell streams:
Whereas learning our oblique rivals, we discovered that Myntra, Instagram used banners to point out their content material and made customers get influenced by it
Launched search bar and filters based mostly on classes and person preferences:
Whereas doing person testing we noticed that customers needed to look and discover very particular content material of their curiosity however there isn’t a method to try this effectively within the current UI web page
Including magnificence portfolio replace notification with “replace” button navigating to current magnificence portfolio display:
We found that customers stream video content material to know how a selected product would have an effect on their look with respect to their pores and skin tone and facial options. However the customers are unaware of magnificence profile in Nykaa’s current UI due to which they aren’t capable of finding personalised contents within the discover web page
Redesigned content material thumbnail by displaying low cost presents, product class, model and influencer names:
Whereas learning our rivals and with secondary insights, we discovered that sufficient particulars weren’t supplied to seize the eye of customers which might enhance conversion fee
Why did we make these adjustments?
Added ‘again navigate’ icon:
Customers had no management to navigate again to earlier display as soon as they’re in Dwell display
Added banner for ongoing dwell streams:
Whereas learning our oblique rivals, we discovered that Myntra, Instagram used banners to point out their dwell contents and made customers get influenced by it
Why did we make these adjustments?
Redesigned product card by bettering CTAs, displaying low cost presents, product class, scores and including wish-list:
Whereas learning our oblique rivals and testing with customers, we discovered that customers weren’t in a position to perceive the CTAs supplied within the display and had no correct particulars within the product card which is able to make customers to go for it
Repositioned management icons from horizontal to vertical:
Whereas learning our oblique rivals and testing with customers, we noticed laborious time amongst customers to establish and attain the management icons whereas streaming
Began exhibiting content material header and influencer title:
Whereas testing with customers and with secondary information insights we discovered that customers watch content material of influencers they belief or really helpful by different based mostly on belief and model.
Why did we make these adjustments?
Added ‘again navigate’ icon:
Customers had no management to navigate again to earlier display as soon as they’re in product element web page
Added ‘feedback’ button to navigate to remark and assessment part:
Whereas learning our oblique rivals, we discovered that Myntra guides it customers to navigate on to assessment and feedback part by click on of a button
Redesigned unique worth, supply worth and low cost presents:
Whereas learning our rivals and with secondary insights, we discovered that there’s inconsistency in design in comparison with related different apps who had been in a position to seize the eye of customers and enhance conversion fee
Began exhibiting model title in daring:
Whereas testing with customers and with secondary information insights we discovered that customers watch content material of influencers they belief or really helpful by different based mostly on belief and model.
To expertise the actual prototype 👇
Now, let me transient you on how did we consider and recognized issues, acquired insights from customers, analysis, testing feedbacks and at last, making very best UI design for the challenge.
We began to judge the present move and establish issues based mostly on 10 heuristics precept and intuitive reasoning and fee them on the severity scale. I’ve highlighted the issues recognized beneath.
Paying attention of 48 hrs deadline to complete the challenge, we shortly began framing speculation statements and made an inventory of them. In order that we are able to get began with researches to validate our hypotheses.
Insights to be validated
Earlier than getting began with analysis, we determined to make notice of insights that must be validated and outlined our downside in a greater method, in order that we are able to save extra time whereas conducting main and secondary analysis by sticking on to the subject.
Now that we’re sorted with our hypotheses and insights to be validated, we moved ahead to do secondary analysis by way of on-line studies, articles, and competitor analysis which helped us to validate our hypotheses.
We divided ourselves into groups and did desk analysis, competitor analysis and statistical information comparability. I used to be concerned in doing competitor analysis and desk analysis, I went by way of many articles and numerous direct and oblique competitor apps out there to realize some insights.
Listed here are the insights we gained from conducting secondary analysis.
Source Link 1:
Factual / Statistical Insights:
- Knowledge reveals that 80 % of customers favor customized expertise over others. When prospects are glad with their customized merchandise, they’re extra prone to inform their family and friends about them. Your prospects may additionally take to social media to share these optimistic experiences too. On account of providing personalization, you get word-of-mouth advertising and marketing, an ideal, natural method to develop what you are promoting.
Behavioural Insights:
- Customization is a superb enterprise technique as a result of it makes prospects happier, and pleased prospects are repeat prospects.
- In response to a McKinsey research, profitable personalization packages yield extra engaged prospects and drive up the highest line. It leads to optimistic experiences which have led to twenty % increased customer-satisfaction charges and a ten to fifteen % increase in gross sales conversion charges.
Source Link 2:
Factual / Statistical Insights:
- Analysis has discovered that client behaviour is effected by influencer opinions therefore influencer advertising and marketing has had a huge effect.
- Initially customers used to the touch, really feel and scent the merchandise earlier than they determine however now put up pandemic they rely extremely on critiques and influencer pattern that product
Behavioural Insights:
- Since pandemic extra individuals have taken curiosity in caring for the well being of their pores and skin and therefore they need to acquire extra information about skincare merchandise appropriate to their pores and skin wants.
- Individuals need to get educated on obtain more healthy and cleaner pores and skin in addition to for getting older prevention.
Source Link 3:
Factual / Statistical Insights:
- Carried out proper, these customized product suggestions are extraordinarily efficient. Montetate, 75.5% of companies are getting optimistic ROI from personalization, with each trade responding within the affirmative at 70% or above.
- In ecommerce, cart abandonment fee is without doubt one of the most necessary metrics. Displaying customized suggestions on the cart web page can enhance cart abandonment charges by 4.35%.
- Statistics present that classes that comprise no engagement with product suggestions have on common, an AOV of $44.41. Nonetheless, when prospects have interaction with only a single suggestion, this quantity multiplies by 369%.
Behavioural Insights:
- Customization is a superb enterprise technique as a result of it makes prospects happier, and pleased prospects are repeat prospects.
- In response to a McKinsey research, profitable personalization packages yield extra engaged prospects and drive up the highest line. It leads to optimistic experiences which have led to twenty % increased customer-satisfaction charges and a ten to fifteen % increase in gross sales conversion charges.
Source Link 4:
Factual / Statistical Insights:
- Knowledge reveals that 80 % of customers favor customized expertise over others. When prospects are glad with their customized merchandise, they’re extra prone to inform their family and friends about them. Your prospects may additionally take to social media to share these optimistic experiences too. On account of providing personalization, you get word-of-mouth advertising and marketing, an ideal, natural method to develop what you are promoting.
Behavioural Insights:
- Customization is a superb enterprise technique as a result of it makes prospects happier, and pleased prospects are repeat prospects.
- In response to a McKinsey research, profitable personalization packages yield extra engaged prospects and drive up the highest line. It leads to optimistic experiences which have led to twenty % increased customer-satisfaction charges and a ten to fifteen % increase in gross sales conversion charges.
Source Link 5:
Factual / Statistical Insights:
- 18.62% of the individuals purchase merchandise impulsively on Nykaa
- 15% individuals purchase after they get good reductions
- Males represent 33.10% of the site visitors on the platform
Behavioural Insights:
- A variety of prospects purchase merchandise impulsively on Nykaa and after they get good reductions.
- Individuals are shifting in the direction of natural merchandise therefore gross sales of natural merchandise have elevated.
- Males are additionally seeking to purchase merchandise.
Competitor Evaluation:
Statistical Comparability:
After accumulating information from secondary analysis we acquired higher understanding about downside assertion. We went forward and performed usability testing with customers to collect insights. We made customers to carry out specific duties, in order that we are able to observe them and getting extra insights by probing and asking exploratory inquiries to them.
How Would possibly We enhance the visibility of the stream icon for participating customers and attracting them in the direction of this new function
- Make icon extra distinguished by making UI adjustments
- Make the phrase less complicated (ex: change the time period stream to discover)
- Improve the brand by making it a gif or including a dot/exclamation level
- Pop up label for indicating new function
- Can present a stream card from which customers can immediately get into stream function
- Introduce a badge subsequent to the stream icon (new)
How Would possibly We collect extra data to offer higher suggestions to customers in an effort to enhance DAU and common cart worth
- By asking new customers to pick class and register their preferences.
- Add filtering / sorting possibility based mostly on classes resembling pores and skin sort/tone, hair sort/tone
- Recommendations based mostly on present tendencies, climate, event, and many others
- Ask person to create their magnificence profile, in order that person will get personalise suggestions
How Would possibly We make the UI clear to first time customers [Guidance]
- Add some fundamental directions of use by prompts for first time customers to make intent clear and person comfy
- Add skip button, in order that person can skip if they aren’t prepared to share their private particulars
How Would possibly We assist customers perceive the discover web page clearly
- Matching requirements to different aggressive apps, making it extra intuitive.
How Would possibly We scale back litter and information customers to search out what the precisely want
- Change the iconography to make relatable and in keeping with app
- Add search bar in order that customers can seek for the required product
- Add filtering / sorting possibility
- Add classes resembling pores and skin sort/tone, hair sort/tone
- Prompting them to replace their skincare preferences
How Would possibly We enhance common order worth utilizing the product tiles on product element web page
- Add wish-list possibility so the person can reserve it for later
- Make scores look extra distinguished
- Add pricing data by exhibiting unique worth and supply worth which grabs person consideration and make them purchase the product
- Present reductions, to grabs consideration of person to go for the product with presents and thereby enhance common order
- Add impulse purchase objects to encourage them to assume past this particular product
- Present free supply for minimal cart worth
After a superb brainstorm session for locating options, every one among us began designing wireframes based mostly on our understanding. So, that we are able to give you completely different wireframes and select the higher one out of these. I made wireframes for the person flows by searching for references & inspirations from different apps
After 20 minutes as soon as all are completed with creating wireframe we grouped collectively to decide on the higher wireframe and improved it by making some iterations referring to different wireframes.
Now that we realised we had been few hours away from our submission and remaining assessment, it has actually hit us laborious growing strain additionally, it made us to be extra fast now and handle time. I began to create elements sheet, color palates, textual content types which made my work simpler and saved time whereas designing screens. Later, i shortly did a prototype of UI design to make it out there for UI testing.
To expertise the ultimate prototype and adjustments we made 👉🔼
Du to time constraint, we shortly reconnected with customers for usability testing of restructured UI design and requested them to carry out a process within the prototype I simply created.
Based mostly on the observations we did and feedbacks obtained from the customers whereas performing the given process, I additional iterated our UI and at last got here up with the redesigned UI for Nykaa’s Stream Stream
What adjustments we made additional?
Search bar background has been modified to white in discover display: One of many person didn’t discover the search bar in any respect and ignored it fully
Improved visibility of dwell stream banners and dwell buttons in residence web page and discover web page: On of the customers supplied unfavourable suggestions concerning the visibility of dwell buttons.
- Magnificence profile replace may be gamified to create extra accuracy and enhance person interplay
This challenge was a rollercoaster experience with extra studying than I might have ever imagined
- Understanding how I could make affect to enterprise with design selections was a significant studying
- Managing time and finishing process inside the timeline is essential
- The best way to plan and execute a challenge in 48 hours
- We can not remedy all the issues without delay. It’s all the time necessary to determine and prioritize which one to resolve in given timeframe and sources and give attention to these issues.
- Documentation may be very a lot wanted, because it helps us to recollect necessary particulars and prevents us from shedding even the smallest concepts.
- Understanding the strengths of every member of the crew will assist in efficient allocation of process and produce out the very best from the complete crew
I actually recognize you sticking until the top studying my case research. Please do clap and share your feedbacks in remark part.
You may attain out to me on [email protected] and join with me on LinkedIn