Design challenge
How might we Enhance 'IfNotToday's' sales through a UX-driven approach to create a seamless, engaging customer experience that drives conversion and loyalty
Time line
January 25, 2024 - March 15, 2024
Team members
Lovish Rana
Divya Marwaha
Background
IfNotToday, originated in a garage. Initially, they managed deliveries manually through whatsapp and email. However, to expand their reach, they ventured into selling on Instagram. Unfortunately, the sales didn't perform well. Consequently, they approached us for a brand’s website design
Discovery/research
Our goal was to streamline the entire process, proactively manage trust issues, and expertly address and mitigate them through a user-centric UX approach.
Complicated checkout process
Initially, we hesitated to share numbers, but WhatsApp's pivotal role in processing orders highlighted a significant change, underlining its importance for safe and dependable business communication
Payment gateway problems
Exclusively adopting a cash-on-delivery model posed a significant setback for the company, hindering its growth and financial flexibility.
Poor product presentation
Sending product images, descriptions, or categorisation through WhatsApp can be ineffective, making it challenging for customers to locate what they're searching for and make informed decisions.
Inadequate Search Functionality
A not-so-great search feature can make it tough for customers to find what they want, messing up the whole user experience.
Inventory Management
Product delivery delays were persistent due to misleading practices; despite accepting orders, the company grappled with an empty inventory reality.
Social Proof and Reviews
Lack of User Reviews: Absence of customer reviews can reduce trust and credibility for potential buyers.
Key insight
For users, navigating between Instagram, Email, and WhatsApp involves a cumbersome process with multiple clicks and transitions, presenting a complex journey that can be overwhelming
Client’s needs
Our client seeks increased brand sales and visibility, facing challenges in brand messaging clarity, and customer journey optimization. As UX designers, we aim to address these issues through strategic interventions, fostering a more profitable and user-centric brand experience.
Problem statement
IfNotToday is dealing with a sales drop where it's a challenge that needs quick action and a smart fix. Figuring out what's causing the dip is crucial. We've got to find the issues, make changes and increase the sales.
Assumptions
Established Brand Trust:
Users tend to trust established brands; a website enhances professionalism and legitimacy.
Instagram Visual Appeal:
Users are drawn to visually appealing content on Instagram; engaging posts leading to a website are more effective than providing a phone number.
Website Navigation Convenience:
Users prefer website navigation for information gathering over scrolling through social media; a well-organized website offers a seamless user experience.
Privacy on WhatsApp:
Users hesitate to share numbers on WhatsApp due to privacy concerns; a website provides a secure and anonymous exploration of products.
Brand Recognition:
A website serves as a central hub for brand information, aiding in brand recognition and association with products.
Data and Analytics:
Having a website allows for data collection, providing insights into user behavior and preferences for future marketing strategies.
Community Engagement:
Offering a platform for product discussions builds a sense of community, fostering trust and brand loyalty.
Transparent Information Access:
Users appreciate one-click access to comprehensive information, including product details, pricing, and reviews, streamlining decision-making.
Customer Feedback:
Showcasing customer feedback on a website builds credibility and attracts potential customers.
Social Proof with Views:
Displaying product views on a website serves as social proof, influencing potential buyers by indicating popularity or demand.
Target audience
Our target audience comprises fashion-savvy individuals with a keen interest in clothing purchases
Gathering the user insights helped us to come up with opportunities for a potential solution
Framing questions such as ‘How Might We’ statements helped our team to collaboratively work to find solution opportunities driven by the user insights
Hypothesis
Ifnottoday's sales drop may stem from suboptimal user experience on its platform. We anticipate that addressing UX issues through streamlined navigation and improved design will enhance customer engagement, resulting in a swift increase in sales for the brand
Identifying customer frustrations and bounce back, our focus is now on addressing these issues and enhancing the buying experience for our customers
Understanding user problems personally leads to a sense of satisfaction and celebration, creating a more fulfilling user experience. Hurray!!!!!!
Solution statement
In response to the considerable frustration caused by elevated friction points, our primary commitment is to proactively tackle and alleviate these concerns. Through dedicated efforts, We aim to streamline our user's experiences, simplifying their lives and ensuring an enhanced overall journey with our products and services
Transitioning into the realm of information architecture, we are now poised to strategically manifest our thoughts on screen, crafting a visual representation that aligns seamlessly with our conceptual framework.
I employed various shapes to depict the sequence of actions taking place, ensuring a clear and engaging representation of the task flow
If not today | Task flow
Low fidelity usability testing
Key findings
Our friendly low-fidelity usability study revealed that users completed the process in just ~3 minutes, perfectly aligning with our expectations, showcasing the delightful harmony between our design and their needs
I implemented T-Shirt scaling methodology to ensure a harmonious consistency in font styles across the entirety of the project, enhancing both visual appeal and readability
Crafting borders for design tokens not only enhances visual consistency but also simplifies the handover to developers, ensuring a seamless transition from design to implementation.
Defined rules for selecting and applying colors to maintain visual consistency in design
Utilizing design tokens for seamless design-to-developer collaboration
I've mastered Keyline construction to ensure flawless icon alignment, achieving pixel-perfect precision for a visually pleasing and cohesive design
2 px centred stroke, 2-4 px rounded edges with spacious counters.
In designing, I incorporated a meticulous keyline grid for symmetrical balance and pixel-perfect precision in every icon
How a strategic UI/UX transformed Ifnottoday’s sales landscape
Impact
In response, a strategic UI/UX redesign was implemented, leading to a remarkable sales turnaround with a doubled impact