retail
Mobile app for Tata Cliq Luxury
Mobile app for Tata Cliq Luxury
This project was an in-book winner at the Kyoorious Young Blood Awards 2022, the brief of the contest being to design a luxury e-commerce app for Tata Cliq that brought to life the brand ethos of thoughtfulness and value.
With user-centered approach, the goals was to create an intuitive interface for effortless financial management while incorporating gamification.
Tools
Tools
Figma, Figjam
Figma, Figjam
Timeframe
Timeframe
Dec 2022- Jan 2022
Dec 2022- Jan 2022
Context:
Luxury shopping is associated with indulgence, exclusivity and superior service. However, these aspects don't often translate in an e-commerce space. This case study outlines a series of touchpoints and features across the journey by which these emotions can be channelised online, as well as making the experience more intuitive, engaging and increasing time spent in app.
The process:
Research through interviews and competitor study.
Identifying scope for improvement, brainstorming for new features, card sorting.
Developing a visual style and UI design for new features
Research
The current app
The current app
Platform insights
User insights
Personalisation
Users see everything indiscriminately with the same hierarchy. Searching via the search bar is common, and exploration and discovery remains low.
Usability
Crowded bottom navigation with similar labels. Moving from indilux to global luxury differs across sections. The mandatory choice of luxury/ indilux isn’t evident, and may be irrelevant.
Luxury
Key luxury shopping experiences like expertise, storytelling, reassurance are missing. What sets it apart from a normal E-commerce site?
Repeat usage
Features that would motivate regular use are missing/ layered so unintuitively that they get missed. The notifications which could serve this purpose, are annoying and excessive.
Platform insights
User insights
Personalisation
Users see everything indiscriminately with the same hierarchy. Searching via the search bar is common, and exploration and discovery remains low.
Usability
Crowded bottom navigation with similar labels. Moving from indilux to global luxury differs across sections. The mandatory choice of luxury/ indilux isn’t evident, and may be irrelevant.
Luxury
Key luxury shopping experiences like expertise, storytelling, reassurance are missing. What sets it apart from a normal E-commerce site?
Repeat usage
Features that would motivate regular use are missing/ layered so unintuitively that they get missed. The notifications which could serve this purpose, are annoying and excessive.
Platform insights
User insights
Personalisation
Users see everything indiscriminately with the same hierarchy. Searching via the search bar is common, and exploration and discovery remains low.
Usability
Crowded bottom navigation with similar labels. Moving from indilux to global luxury differs across sections. The mandatory choice of luxury/ indilux isn’t evident, and may be irrelevant.
Luxury
Key luxury shopping experiences like expertise, storytelling, reassurance are missing. What sets it apart from a normal E-commerce site?
Repeat usage
Features that would motivate regular use are missing/ layered so unintuitively that they get missed. The notifications which could serve this purpose, are annoying and excessive.
Platform insights
User insights
Personalisation
Users see everything indiscriminately with the same hierarchy. Searching via the search bar is common, and exploration and discovery remains low.
Usability
Crowded bottom navigation with similar labels. Moving from indilux to global luxury differs across sections. The mandatory choice of luxury/ indilux isn’t evident, and may be irrelevant.
Luxury
Key luxury shopping experiences like expertise, storytelling, reassurance are missing. What sets it apart from a normal E-commerce site?
Repeat usage
Features that would motivate regular use are missing/ layered so unintuitively that they get missed. The notifications which could serve this purpose, are annoying and excessive.
Personas and current journeys
Framing and ideation
How might we:
Make users feel truly valued and important to the brand?
How might we:
Make users feel truly valued and important to the brand?
How might we:
Make users feel truly valued and important to the brand?
How might we:
Make users feel truly valued and important to the brand?
How might we:
Give users a personalised, curated shopping experience?
How might we:
Give users a personalised, curated shopping experience?
How might we:
Give users a personalised, curated shopping experience?
How might we:
Give users a personalised, curated shopping experience?
How might we:
Make people confident about their purchases' suitability?
How might we:
Make people confident about their purchases' suitability?
How might we:
Make people confident about their purchases' suitability?
How might we:
Make people confident about their purchases' suitability?
How might we:
Be more engaging and thoughtful across the shopping journey?
How might we:
Be more engaging and thoughtful across the shopping journey?
How might we:
Be more engaging and thoughtful across the shopping journey?
How might we:
Be more engaging and thoughtful across the shopping journey?
How it works
Splash screen, Home, Journal
Shoppers can customise their feed similar to being greeted at a store and being asked “How may I help you?” The options can be given based on popularity and behaviour. The Curated for You section has what the app feels will appeal to users based on context (Ex: matching chairs if they recently bought a table) and tastes (Ex: Minimal shoes if they buy understated clothes.) Content on new launches of products and brands users are interested in, along with quick links to purchase the same as they explore the collection.
Product
Get an idea of the finer details using the 3D views, and “Try On” purchases before buying using Augmented Reality filters. Pre selecting size based on previous buys. After users add a product to their bag, matching accessories can be displayed in the "Make it an Outfit" section to upsell while adding value and saving time. Selfie and timer modes make it easy to view the entire outfit even while shopping alone. They can take photos with the AR filters of the product and share with people in app itself
Collaborative shopping, Cart
Coordinating online gift shopping with a group, or even getting different opinions generally involves sharing links individually, confusion, clashing opinions and potential error. Ease out this process by enabling users to share a bundle of product options, have contributers rate, and be alerted to the option with the highest rating to directly buy. Rating instead of votes ensures none of the contributers feel like their opinion was disregarded. Sticky price for ease of use and prominent wishlist button for an unbroken flow when users want to add more products to cart. Context sensitive, useful and low ticket items can be shown here: reminiscent of the items available in checkout queues.
Styling games, Collections
The "Try It On" feature can be expanded into a styling game, where Tata Cliq provides suggestions and guidance as users build an outfit or decorate their rooms. All the chosen items can be combined into a collection that users can save or buy at one shot People can see how others have styled themselves/ their spaces using only Tata Cliq items for inspiration.
Splash screen, Home, Journal
Shoppers can customise their feed similar to being greeted at a store and being asked “How may I help you?” The options can be given based on popularity and behaviour. The Curated for You section has what the app feels will appeal to users based on context (Ex: matching chairs if they recently bought a table) and tastes (Ex: Minimal shoes if they buy understated clothes.) Content on new launches of products and brands users are interested in, along with quick links to purchase the same as they explore the collection.
Product
Get an idea of the finer details using the 3D views, and “Try On” purchases before buying using Augmented Reality filters. Pre selecting size based on previous buys. After users add a product to their bag, matching accessories can be displayed in the "Make it an Outfit" section to upsell while adding value and saving time. Selfie and timer modes make it easy to view the entire outfit even while shopping alone. They can take photos with the AR filters of the product and share with people in app itself
Collaborative shopping, Cart
Coordinating online gift shopping with a group, or even getting different opinions generally involves sharing links individually, confusion, clashing opinions and potential error. Ease out this process by enabling users to share a bundle of product options, have contributers rate, and be alerted to the option with the highest rating to directly buy. Rating instead of votes ensures none of the contributers feel like their opinion was disregarded. Sticky price for ease of use and prominent wishlist button for an unbroken flow when users want to add more products to cart. Context sensitive, useful and low ticket items can be shown here: reminiscent of the items available in checkout queues.
Styling games, Collections
The "Try It On" feature can be expanded into a styling game, where Tata Cliq provides suggestions and guidance as users build an outfit or decorate their rooms. All the chosen items can be combined into a collection that users can save or buy at one shot People can see how others have styled themselves/ their spaces using only Tata Cliq items for inspiration.
Splash screen, Home, Journal
Shoppers can customise their feed similar to being greeted at a store and being asked “How may I help you?” The options can be given based on popularity and behaviour. The Curated for You section has what the app feels will appeal to users based on context (Ex: matching chairs if they recently bought a table) and tastes (Ex: Minimal shoes if they buy understated clothes.) Content on new launches of products and brands users are interested in, along with quick links to purchase the same as they explore the collection.
Product
Get an idea of the finer details using the 3D views, and “Try On” purchases before buying using Augmented Reality filters. Pre selecting size based on previous buys. After users add a product to their bag, matching accessories can be displayed in the "Make it an Outfit" section to upsell while adding value and saving time. Selfie and timer modes make it easy to view the entire outfit even while shopping alone. They can take photos with the AR filters of the product and share with people in app itself
Collaborative shopping, Cart
Coordinating online gift shopping with a group, or even getting different opinions generally involves sharing links individually, confusion, clashing opinions and potential error. Ease out this process by enabling users to share a bundle of product options, have contributers rate, and be alerted to the option with the highest rating to directly buy. Rating instead of votes ensures none of the contributers feel like their opinion was disregarded. Sticky price for ease of use and prominent wishlist button for an unbroken flow when users want to add more products to cart. Context sensitive, useful and low ticket items can be shown here: reminiscent of the items available in checkout queues.
Styling games, Collections
The "Try It On" feature can be expanded into a styling game, where Tata Cliq provides suggestions and guidance as users build an outfit or decorate their rooms. All the chosen items can be combined into a collection that users can save or buy at one shot People can see how others have styled themselves/ their spaces using only Tata Cliq items for inspiration.
Splash screen, Home, Journal
Shoppers can customise their feed similar to being greeted at a store and being asked “How may I help you?” The options can be given based on popularity and behaviour. The Curated for You section has what the app feels will appeal to users based on context (Ex: matching chairs if they recently bought a table) and tastes (Ex: Minimal shoes if they buy understated clothes.) Content on new launches of products and brands users are interested in, along with quick links to purchase the same as they explore the collection.
Product
Get an idea of the finer details using the 3D views, and “Try On” purchases before buying using Augmented Reality filters. Pre selecting size based on previous buys. After users add a product to their bag, matching accessories can be displayed in the "Make it an Outfit" section to upsell while adding value and saving time. Selfie and timer modes make it easy to view the entire outfit even while shopping alone. They can take photos with the AR filters of the product and share with people in app itself
Collaborative shopping, Cart
Coordinating online gift shopping with a group, or even getting different opinions generally involves sharing links individually, confusion, clashing opinions and potential error. Ease out this process by enabling users to share a bundle of product options, have contributers rate, and be alerted to the option with the highest rating to directly buy. Rating instead of votes ensures none of the contributers feel like their opinion was disregarded. Sticky price for ease of use and prominent wishlist button for an unbroken flow when users want to add more products to cart. Context sensitive, useful and low ticket items can be shown here: reminiscent of the items available in checkout queues.
Styling games, Collections
The "Try It On" feature can be expanded into a styling game, where Tata Cliq provides suggestions and guidance as users build an outfit or decorate their rooms. All the chosen items can be combined into a collection that users can save or buy at one shot People can see how others have styled themselves/ their spaces using only Tata Cliq items for inspiration.
Mobile number
Email address
Mobile number
Email address
Mobile number
Email address
Mobile number
Email address