Project Brief
To study a brand and it’s touchpoints and propose an advertisement campaign that would include 2 touchpoints. This would help us understand the basics of a digital experience strategy.
Role
Individual project done during my Masters in UX Design
Selected Brand
Why Myntra?
I selected Myntra because online shopping has increased in the fashion industry. Even I have explored many such E-commerce platforms but Myntra offers you many shopping services and delivers quality products by promising you of a stress-free experience when it comes to online shopping. Apart from the local brands that are available in India, you would also find a large variety of global brands which are not available on every E-commerce platforms.
Brand Visual Identity
Brand Advertising Strategy
Identified Gaps
1. There is no advertisement done, showcasing Myntra as a brand for the entire family or all age groups.
2. Promotions for all income groups in India is required.
3. Download the App promotions is not much visible.
4. Promotion of create an account of user is missing.
5. Promotions for Plus size clothing is not so much visible.
Primary Research
I had conducted 7 interviews, 3 of them were college students, 2 were working professionals and other 2 were middle age women. The questionnaire consist of qualitative and quantitative questions. Also have conducted Google Form Survey and got 36 reponses.
Major Insights
- More options in Plus size clothings.
- Outfit display on plus size models as well for better view of the product.
- Needs more free size style clothing’s on Myntra.
- Lack of brands and choices for plus size category.
- Reasonable outfits for daily use.
- Users needs trendy cloths and famous brands.
Google Form Survey Insights
- Around 90% of the people shop online, most of them use the Myntra app. They fall between the age group of 24 – 40 years.
- They have been shopping on Myntra past 2 to 5 years and shop every 2 to 3 months.
- Easy to find products and smooth ordering process influence users to shop from Myntra. Most liked features of Myntra are its
famous brands and exchange service. - Customer service of Myntra gets 4/5 and the overall online shopping experience is 4.5/5.
- Most of the people are aware of Myntra because of social media and advertisements which they see mainly on Facebook and Instagram.
- Many of them are active on Instagram and shop anytime they wish to or during sales.
Selected topic for advertisement is Plus Size category
- Here the advantages are more sever as there are few offline stores for plus size category.
- Complete family and local brand advertisement is something that Myntra will anyway do for revenue generation, perhaps Myntra is less likely to create an advertisement for plus size category, that is why I have picked up this topic.
Possible Advertisments - Instagram posts
Research on possible advertisements
From the prior advertisements excluding the first one the other advertisement were discarded because I read in some of the articles and blogs that:
- According to a researchers at ASU (Arizona State University) “Increasingly common ads and catalogues featuring plus-size models are unlikely to work on their intended customers”.
- “We believe it is unlikely that many brands will gain market share by using heavy models in their ads,” said Naomi Mandel, marketing associate professor in the W. P. Carey School of Business at ASU. “We found that overweight consumers demonstrated lower self-esteem and therefore probably less enthusiasm about buying products after exposure to any size models in ads versus ads with no models.“
Source: https://news.asu.edu/content/study-ads-plus-size-models-unlikely-work
Touchpoint - 1 (Instagram Post)
Touchpoint - 2 (Website Banner)
