Myntra
The project's aim was to elevate online shopping with features such as push notifications for instant order updates and self-scheduling delivery times, ultimately ensuring a seamless and enjoyable shopping experience for users.
The Problem
The absence of a fixed delivery time poses challenges for users in receiving their parcels promptly.
Tracking deliveries on the app amidst hectic schedules can be cumbersome, resulting in inadequate communication about delivery updates.
Without the option for users to choose a convenient delivery time, ensuring timely delivery becomes impossible, impacting the overall customer experience.
Introducing Self Schedule Delivery simplifies order scheduling, accommodating users' convenience and availability.
Introducing Push Notifications keeps users informed about the progress of their order deliveries..
This notification details how the feature operates and its user-centric approach to simplifying deliveries.
Positioning the total bill amount adjacent to the (CTA) button ensures continuous visibility within the user interface, minimizing scrolling and enhancing the checkout experience.
Traceability
"I find it challenging to keep track of my orders because I have to constantly open the app to check for updates and see the progress as well as the estimated arrival time".
-Bhavika, 23 Yrs ( Data Analyst )
Recallify
"My busy schedule often causes me to forget to place timely orders, resulting in delayed deliveries and sometimes not receiving the product on time.".
-Minal, 33 Yrs (Software Engineer)
Interactivity
"I often struggle to interact and connect with the delivery agent to reschedule my delivery when they are unavailable. This makes the process inconvenient and time-consuming.".
-Sudhir 58 Yrs ( Businessman)
Insights
After conducting countless user interviews, contextual inquiry and analysing the gathered data, I was able to categorize the insights into these 2 categories
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Users are not receiving consistent notifications or updates regarding the status of their order deliveries.
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Continuous tracking updates are essential for users to effectively monitor the progress of their orders and anticipate their arrival times.
TRACKING
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Push timely reminders of previous orders to prompt on-time purchases.
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Flexible delivery scheduling is required.
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Personalized reminders based on user history.
ENGAGEMENT
The research highlighted user preferences for app interaction with delivery. In response, I've created user profiles based on their goals and tasks.
User Profile
Working Professional | Data Analyst | Works in a MNC | Frequently Shops Online | Speaks English, Hindi & Marathi
GOALS:
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To experience seamless online shopping without any hassle.
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To select delivery dates and times according to her schedule preferences.
FRUSTRATIONS:
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Lack of advance notifications regarding order status and delivery.
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Inconsistent delivery times make it challenging to receive orders at preferred times.
She is in her early 20's working as a data analyst, departs from home at 8 AM. Her return time varies depending on the tasks she needs to accomplish for the day.
She needs to order formal attire for an upcoming important office event.
Let's check if she can order at her convenience and preferred time.
Meet Bhavika.
Bhavika is planning to order formal attire for an upcoming important office event.
Bhavika opens Myntra and searches for formal attires.
Bhavika is anxious about the approaching event and wonders if she'll receive her order in time.
She selects her desired attire but discovers during checkout that the estimated delivery date coincides with a day she'll be out of town.
Remembering the new features on Myntra, she realizes she can self-schedule the delivery.
Remembering the new features on Myntra, she realizes she can self-schedule the delivery.
The order is placed successfully on the chosen date and time, Bhavika breathes a sign of relief.
I was able to navigate through various dilemmas and ultimately frame the functionalities that harmoniously accommodates their diverse interests and expectations.
Design System
The Solution
Design tweaks
Here are some suggestions to enhance user experience, informed by our research findings and the pressing need for quick ordering, all aimed at making the experience enjoyable:
User Journey
Effortlessly access the default address and conveniently modify it using a user-friendly address bar interface.
Empower users with the flexibility to effortlessly change their location or delivery address.
Implement logout alerts to confirm user intent, prioritising user control and preventing accidental logouts.
Offer flexible sign-up options with either mobile number or email address, ensuring accessibility even in low network conditions for seamless user registration.
Enhance user journey by integrating features like quick buy to recently searched items, enabling swift addition to the bag for a more seamless shopping experience.
Recently Viewed feature to aid users in recalling their browsing history, facilitating seamless continuation from where they left off.
User Research
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Understanding the Online Shopping Experience: Assessing user's perceptions and experiences with online shopping platforms.
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Reasons for Preferring Online Shopping: Exploring the motivations and factors that drive people to choose online shopping over traditional methods.
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Challenges Faced During Online Shopping: Identifying the difficulties and obstacles encountered by users while shopping online.
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Suggestions for Improving User Experience: Gathering feedback and recommendations from users on how to enhance the online shopping experience, including features, interface improvements, and service enhancements.
App Reviews
The attached document showcases real-time user feedback on the application. Users express frustration regarding the lack of a consistent delivery schedule, unresponsive delivery agents when availability queries arise, and the absence of notifications to track deliveries unless actively checking order status within the application.
Qualitative Interviews
User research played a pivotal role in our process. Given the intricate nature of multiple user types and their interactions within the application, it was crucial to delve into extensive detail. To accomplish this, I conducted thorough inquiries with end users to comprehensively grasp the challenges they encounter and to discern how the application could effectively address these pain points, thereby optimising user experience
Usability Testing & Results
High-fidelity prototypes were tested to gather feedback on the functionality and interactivity of the application's added features.
50
Users
68%
Task Completion rate
82%
User Engagement & Satisfaction
Learnings
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Prioritise: Developing a strategic plan is vital to manage out-of-scope requests, prevent project disruptions, and ensure timely delivery of a quality product.
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Seek out feedback continually: Involving stakeholders/users early on and testing solutions promptly, even in rough forms like paper or low-fidelity prototypes, prevents wasted time and rework.