DECODING THE POSITIONING FOR AN E-COMMERCE GAINT AND FINDING POWERFUL UI/UX SOLUTIONS TO AID TRANSITION TO AN APP ONLY PLATFORM.
Although e-commerce accounts for less than 1% of the total retail market in India, it is by far the fastest growing retail channel. Our client, being one of the top online fashion retail companies, was under the process of evolving from website to mobile only and needed a consumer centric brand promise. Given the time pressure of the transition and a competitive market, there was a need to not only decipher the emotional motivators around fashion that could be leveraged for the positioning, UI/UX and content; but also adapt these changes on a continuous basis as we received the feedback for the market.
So, Vox collaborated with the client team to aid in this transition by adopting an innovative and a flexible approach to research techniques and the stimulus. We used a gamification technique, adapted from Vox’s exclusive approach to script development – Creative Fuel ©. In addition, we conducted secondary research around the sociological, anthropological and psychological context around fashion – to give the client a three dimensional portrait. The consumer units were attended by a cross functional team: consumer insights, brand and marketing teams and the ad agency. Based on the emergent findings, we had brainstorming sessions after every group, and adapted the stimulus (positioning territories/concepts) and the discussion guide from center to center. Finally, we were able to give the client some powerful inputs into positioning territories as well as on execution of the territories on the mobile app in terms of UI/UX.
The client was able to make changes to the mobile app on a continuous basis after every few consumer units and post the presentation. Many of these changes are still present in the app, depicting that our recommendations were impactful.