Product: A men’s lifestyle content & commerce portal - App, Mweb and Web. - MensXP
Challenge: To redesign, rethink product strategy for the new app revamp. To understand user needs and how to make the new app a habitual product to increase DAU/MAU and improve retention.
Approach: Understanding the current market needs with thorough competitor research and mapping the persona of the target user with business objectives. Also, integrating technology to increase the adaptiveness of the product via a design thinking approach.
Outcome: Implement touchpoints for consumers to purchase via content, direct or video.
Duration: 6 weeks ( PRDs, algorithm design spec, UI design boards, behavioural analytics )
Role: Lead Product & UX ( research, product specs, UI/UX design- collaborative, logic design)
Since the company had introduced a lifestyle e-commerce portal, the challenge was to rethink how content readers and binge video watchers should get introduced to shopping enablers on the app seamlessly.
Part of the challenge was to research how users browsed for inspirational buys which were not based on intent. Additionally, to enable video-led commerce plug points which would further increase the app usage and eventually contribute to the ARPU of app.
Transacting users: Increasing the total number of transacting users who would purchase via the app.
User engagement rate: Increase the time spent per user/screen and DAU/MAU.
Direct to consumer touchpoints: Increase the rate of direct user interactions on the app.
Content-to-commerce: Introduce & Improve buying experience, help content drive commerce via various product initiatives.
The majority of MensXP's audience is the urban Indian man comprising of millennials, who like to stay updated in Fashion, Grooming, Relationships and Technology while showing interest in products recommended through content.
The entire platform has a reach of ~50 million content views, with a wide range of audience across Tier-1 and Tier-2 cities.
- Map current user behaviour on the app, in order to ease the introduction of shopping touch points in a seamless manner.
- Understand and define user’s behaviours when browsing for shopping inspiration or watching videos showcasing products.
- Define what makes shopping online or browsing for inspirations a satisfying experience for a user.
- Define touch points where users’ encounter pain points when reading, watching content or purchasing online.
- Understand how users interact with apps before converting as a buyer.
- Figure out user needs when purchasing online and identify areas for improvement for better conversions
The research comprised of methods looking for touch points and purchase hooks for the MensXP user, such that the DAUs of the app don’t decrease over time.
For the aforementioned, a competitive analysis was performed to understand the strengths, weaknesses, similarities, and differences between competitor shopping and media platforms in the industry. Moreover, understanding apps; where user spent a lot of time on a day to day basis categorised into Content – Video – e-commerce platforms.
User interest and user intent was kept in mind while observing the competitor apps.
The competitors were selected basis:
- Global commerce presence; Daily sessions across MWEB and WEB
- Mobile app stickyness DAU/MAU
- Demographics & user affinity
- Trendy street-fashion online retailers
During the requirement phase, certain reflections were made keeping the business, user, and development team goals, considerations and constraints in mind. We came to a consensus with all stakeholders over the functionality & features. Certain needs were identified and product features were then decided basis need and discussions from all stakeholders.
- Improve the content & shopping experience?
- Improve the video & shopping experience?
- Improve DTC initiatives by adopting rich personalization methods?
- Improve the shopping store experience by adapting the in-store environment in the app.
Corroborated by user research while defining the implementation of features to meet relevant KPI’s for the app, a top-level list of app features and current vision for the product is shown below.
Some key tasks and conversion interactions helped iterate the ways a user might navigate through the app. This enabled us to investigate multiple states and flows, where a user can navigate through the shop, videos or content in order to achieve their purchase goals.
Overall solutions for the problem statement led to a high-fidelity designs of the content to commerce , store and video commerce features in Sketch. Outlined are designs covering all of the features and elements I wanted to include into this build.
Next, I created an app product strategy document which comprised of a comprehensive collection of all app components (UI/UX) and an algorithm design spec for the technology team.
