This is an overview of my work at Narkha. Email me at vn9336@g.rit.edu to learn more about my design process and contributions.
This is an overview of my work at Narkha. Email me at vn9336@g.rit.edu to learn more about my design process and contributions.
This is an overview of my work at Narkha. Email me at vn9336@g.rit.edu to learn more about my design process and contributions.
Narkha
Narkha
Narkha
Research
UX Design
UI Design
Research
UX Design
UI Design
Research
UX Design
UI Design
ABOUT NARKHA
Narkha is a PAN India clothing brand startup creating products that resonate with the community.
Collaborating with schools, companies & influencers to curate their own line of merchandise.
Narkha is a PAN India clothing brand startup creating products that resonate with the community.
Collaborating with schools, companies & influencers to curate their own line of merchandise.
Narkha is a PAN India clothing brand startup creating products that resonate with the community.
Collaborating with schools, companies & influencers to curate their own line of merchandise.
CONTEXT
CONTEXT
CONTEXT
Issues with the existing app
Issues with the existing app
Issues with the existing app
Cart abandonment issues
Cart abandonment issues
Cart abandonment issues
Customers abruptly exited the app during the checkout process and did not complete their purchase.
Customers abruptly exited the app during the checkout process and did not complete their purchase.
Customers abruptly exited the app during the checkout process and did not complete their purchase.
Missed opportunities for bulk order customers
Missed opportunities for bulk order customers
Missed opportunities for bulk order customers
The app fails to communicate the business's ability to accommodate bulk orders, excluding a key customer segment.
The app fails to communicate the business's ability to accommodate bulk orders, excluding a key customer segment.
The app fails to communicate the business's ability to accommodate bulk orders, excluding a key customer segment.
THE CHALLENGE
THE CHALLENGE
THE CHALLENGE
I came up with two problem statements to effectively address the issues discovered.
PROBLEM STATEMENT
PROBLEM STATEMENT
PROBLEM STATEMENT
How might we reduce cart abandonment and ensure a seamless, checkout experience that encourages users to complete their purchases?
How might we reduce cart abandonment and ensure a seamless, checkout experience that encourages users to complete their purchases?
How might we reduce cart abandonment and ensure a seamless, checkout experience that encourages users to complete their purchases?
How might we effectively incorporate the business’s ability to accommodate bulk orders to attract and retain this key customer segment?
How might we effectively incorporate the business’s ability to accommodate bulk orders to attract and retain this key customer segment?
How might we effectively incorporate the business’s ability to accommodate bulk orders to attract and retain this key customer segment?
UNDERSTANDING WHY SHOPPING CARTS GET ABANDONED
UNDERSTANDING WHY SHOPPING CARTS GET ABANDONED
UNDERSTANDING WHY SHOPPING CARTS GET ABANDONED
01.
01.
35-40% increase in conversion rates by enhancing the UX of the checkout pages.
35-40% increase in conversion rates by enhancing the UX of the checkout pages.
35-40% increase in conversion rates by enhancing the UX of the checkout pages.
02.
02.
65% of Indian consumers prefer Cash On Delivery (COD) as their preferred mode of payment.
65% of Indian consumers prefer Cash On Delivery (COD) as their preferred mode of payment.
65% of Indian consumers prefer Cash On Delivery (COD) as their preferred mode of payment.
USER INTERVIEWS
USER INTERVIEWS
USER INTERVIEWS
Exploring pain points through interviews
Exploring pain points through interviews
Exploring pain points through interviews
To gain firsthand insights into user needs, expectations, and potential challenges, I chose to conduct user interviews.
To gain firsthand insights into user needs, expectations, and potential challenges, I chose to conduct user interviews.
To gain firsthand insights into user needs, expectations, and potential challenges, I chose to conduct user interviews.
01.
60% participants stated that they were unable to find the products they were looking for because of the vague categorization in the app.
60% participants stated that they were unable to find the products they were looking for because of the vague categorization in the app.
60% participants stated that they were unable to find the products they were looking for because of the vague categorization in the app.
02.
All participants expressed a strong preference for paying on delivery (COD) over upfront payments using credit or debit cards. But the current app did not offer a COD option.
All participants expressed a strong preference for paying on delivery (COD) over upfront payments using credit or debit cards. But the current app did not offer a COD option.
All participants expressed a strong preference for paying on delivery (COD) over upfront payments using credit or debit cards. But the current app did not offer a COD option.
03.
40% of participants reached out to the company through emails & social media platforms to inquire about bulk orders. They highlighted significant delays in response times which often left customers frustrated.
40% of participants reached out to the company through emails & social media platforms to inquire about bulk orders. They highlighted significant delays in response times which often left customers frustrated.
40% of participants reached out to the company through emails & social media platforms to inquire about bulk orders. They highlighted significant delays in response times which often left customers frustrated.
COMPETITOR ANALYSIS
COMPETITOR ANALYSIS
COMPETITOR ANALYSIS
Analyzing others in the market
Analyzing others in the market
Analyzing others in the market
USAILITY TESTING
USAILITY TESTING
USAILITY TESTING
Usability testing of the current version
Usability testing of the current version
Usability testing of the current version
Following the interviews, I conducted a usability test of the current app to validate my findings. I gave participants tasks to complete within the app and recorded the time taken to complete each task.
Following the interviews, I conducted a usability test of the current app to validate my findings. I gave participants tasks to complete within the app and recorded the time taken to complete each task.
Following the interviews, I conducted a usability test of the current app to validate my findings. I gave participants tasks to complete within the app and recorded the time taken to complete each task.
Common pain points for most users
Common pain points for most users
01.
Lack of flexibility in payment process
Lack of flexibility in payment process
Lack of flexibility in payment process
The app only supported card payments, while participants preferred UPI and COD for convenience.
The app only supported card payments, while participants preferred UPI and COD for convenience.
The app only supported card payments, while participants preferred UPI and COD for convenience.
02.
Improper categorization of products
Improper categorization of products
Improper categorization of products
Products were listed under ambiguous categories resulting in a frustrating browsing experience and increased time spent searching for desired items.
Products were listed under ambiguous categories resulting in a frustrating browsing experience and increased time spent searching for desired items.
Products were listed under ambiguous categories resulting in a frustrating browsing experience and increased time spent searching for desired items.
03.
Poor discoverability of features
Poor discoverability of features
Poor discoverability of features
Poor visibility of offers led users to assume none existed. This negatively impacted customer perception and engagement.
Poor visibility of offers led users to assume none existed. This negatively impacted customer perception and engagement.
Poor visibility of offers led users to assume none existed. This negatively impacted customer perception and engagement.
VISUAL DESIGN
VISUAL DESIGN
VISUAL DESIGN
I focused on two main things during the redesign:
I focused on two main things during the redesign:
I focused on two main things during the redesign:
🛍️ In-app bulk ordering
🛍️ In-app bulk ordering
🛍️ In-app bulk ordering
💰 Multiple payment options at checkout
💰 Multiple payment options at checkout
💰 Multiple payment options at checkout
Style guide
Style guide
Style guide
This stage focused on creating designs that are not only visually appealing but also responsive and centered around user needs.
This stage focused on creating designs that are not only visually appealing but also responsive and centered around user needs.
This stage focused on creating designs that are not only visually appealing but also responsive and centered around user needs.
TESTING THE NEW DESIGNS
TESTING THE NEW DESIGNS
TESTING THE NEW DESIGNS
01.
3/5 participants wanted to see the subtotal of their purchase directly in the cart to ease their decision-making.
3/5 participants wanted to see the subtotal of their purchase directly in the cart to ease their decision-making.
3/5 participants wanted to see the subtotal of their purchase directly in the cart to ease their decision-making.
02.
Swipe-to-delete caused confusion for 4/5 participants; they prefer a clear and straightforward "Delete" button.
Swipe-to-delete caused confusion for 4/5 participants; they prefer a clear and straightforward "Delete" button.
Swipe-to-delete caused confusion for 4/5 participants; they prefer a clear and straightforward "Delete" button.
03.
The product page had no "Back" button, leaving users feeling stuck.
The product page had no "Back" button, leaving users feeling stuck.
The product page had no "Back" button, leaving users feeling stuck.
IMPACT ON THE BUSINESS
IMPACT ON THE BUSINESS
IMPACT ON THE BUSINESS
Implementing a COD option resulted in 10% decrease in cart abandonment rates in just one month and 40% of the sales were through COD
Implementing a COD option resulted in 10% decrease in cart abandonment rates in just one month and 40% of the sales were through COD
Implementing a COD option resulted in 10% decrease in cart abandonment rates in just one month and 40% of the sales were through COD
The bulk order implementation resulted in 80% customer satisfaction.
The bulk order implementation resulted in 80% customer satisfaction.
The bulk order implementation resulted in 80% customer satisfaction.
This is an overview of my work at Narkha. Email me at vn9336@g.rit.edu to learn more about my design process and contributions.
This is an overview of my work at Narkha. Email me at vn9336@g.rit.edu to learn more about my design process and contributions.
This is an overview of my work at Narkha. Email me at vn9336@g.rit.edu to learn more about my design process and contributions.
Like what you see?
Get in touch with me on LinkedIn or email me at vn9336@g.rit.edu
Like what you see?
Get in touch with me on LinkedIn or email me at vn9336@g.rit.edu
Like what you see?
Get in touch with me on LinkedIn or email me at vn9336@g.rit.edu