Project Brief
To select a brand, explore its touchpoints, understand the end users and propose an intervention to any of the brand’s touchpoint (app, website, showroom) using emerging tech (AI, AR/VR, IoT).
Role
Solo project during my Masters in User Experience Design.
Selected Brand
Why Myntra?
I selected Myntra because online shopping has taken over the entire fashion industry for the past years. 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.
Myntra's Digital Touchpoints
• Website
• App
• Gift vouchers
• Gpay rewards
• Google ads
• Facebook
• Linkedin
• Instagram
• Twitter
• Youtube
• Youtube ads
• Pinterest
• Facebook ads
• Facebook shop
• Email Marketing
• Truecaller ads
• SMS Marketing
• Google Search
• Fashion Blogs
Primary Research
Interviews
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.
Few of the questions were related to extract insights about their technical knowledge. Some of the questions asked in regards to emerging technology were:
1. How tech savvy are you while using your smartphone? Rate yourself from 1 to 5, 5 being most tech savvy.
2. Have you ever used Alexa, Siri or Google Voice assistant?
3. How comfortable is Myntra app in terms of the interface? Rate from 1 to 5, 5 being most comfortable.
4. Do you find it easy to scan QR Codes?
5. Do you find the Myntra interface intuitive or easy to understand?
6. Have you ever tried Augmented Reality in any app like instagram filters, do you feel comfortable using it?
Major Insights
- Users needed accurate fitting for all types of clothing.
- Less options available in Plus size clothing’s.
- Needed outfit to be displayed on plus size models for better view of the product.
- Needs more options of free size style clothing’s on Myntra.
- Users faced difficulty in getting the appropriate size.
- Slight colour differences from what is seen on App/website ordered and what is delivered.
- Lack of brands and choices for plus size category.
- Users were not able to perceive the look and style of the outfit on their own self.
User Persona
Google Survey Insights
- 82% of people find it intutive to scan QR codes and 50% have used voice assistants.
- Around 37% people have used Augmented Reality and have rated on an average themselves 4.5/5 as tech savvy.
- Customer service of Myntra gets 4/5 and the overall online shopping experience is 4.5/5.
- People have rated Myntra 4.5/5 for its app interface.
Ideation
Brainstormed to find out products that use emerging technology, like Artificial Intelligence, Augmented Reality, Virtual Reality, Mixed Reality and Internet of Things.
Also noted down the products which we would like to see connected in the future. Thereafter, categorized the cards on the basis of mode of connectivity.
Emerging Technology Intervention - The Solution is AR
I decided to go ahead by adding emerging technology that is AR (Augmented Reality) intervention to the existing Myntra website.
Depiction of Emerging Technology
Emerging Technology intervention in the existing Myntra website interface
Users can try out different colours, sizes and dresses which are present in their wishlist
The reason of selecting Augmented Reality
- Its not easy to create a 3D model of an existing person.
- Even if you make a 3D model it will not be the same as the users body type as it will not be as real as when they see themselves in the mirror.
- Also the users body shape changes from time to time.
- By allowing the user to create their own avatar by adding their measurements they can manipulate it. For example, Bitmoji in Snapchat.