Projects

Engagement- Scratch & Win

Introducing gamified challenges to the Myntra Fashion app requires addressing challenges in user engagement, integration, relevance, scalability, measuring success, competitive analysis, user feedback, and technical infrastructure to boost engagement and revenue.

CATEGORY

Art Direction & Branding

COmpany

Myntra Designs Pvt. Ltd

COMPLETED

Challenges & Overview:

Introducing gamified challenges to the Myntra Fashion app presents several challenges and opportunities. Gamification aims to revolutionize the shopping experience by introducing game-like elements to engage users, but its successful implementation requires careful consideration and strategic planning.

User Engagement: The primary challenge lies in designing challenges that effectively capture and maintain user attention. The tasks must strike a balance between being challenging enough to be engaging yet not too difficult to discourage participation.
Integration with Existing Features: Integrating gamified challenges seamlessly into the Myntra app without disrupting the existing user experience poses a technical challenge. It requires thorough testing and iteration to ensure smooth navigation and functionality.
Relevance and Personalization: Designing challenges that are relevant to the target audience and align with their preferences and shopping behaviors is crucial. Personalization is key to ensuring that users find the challenges meaningful and enjoyable.
Scalability: As the user base grows, the gamification feature must be scalable to accommodate increasing traffic and participation. This involves considering server capacity, data management, and overall platform performance.
Measuring Success: Defining key metrics for evaluating the success of gamified challenges is essential. This includes metrics such as user engagement, retention rate, conversion rate, and overall impact on revenue.
Competitive Analysis: Conducting a thorough analysis of competitors' gamification strategies to identify best practices and areas for differentiation is crucial. This helps in crafting a unique and compelling offering that sets Myntra apart in the market.
User Feedback and Iteration: Continuous gathering of user feedback through usability testing and iteration is essential for refining the gamification feature. This ensures that it remains relevant, engaging, and aligned with user expectations over time.
Technical Infrastructure: Building a robust technical infrastructure capable of supporting gamified challenges, including backend systems for data management, analytics, and integration with existing app features.

‍

Projects

Engagement- Scratch & Win

CATEGORY

Art Direction & Branding

COmpany

Myntra Designs Pvt. Ltd

COMPLETED

Challenges & Overview:

User Engagement: The primary challenge lies in designing challenges that effectively capture and maintain user attention. The tasks must strike a balance between being challenging enough to be engaging yet not too difficult to discourage participation.
Integration with Existing Features: Integrating gamified challenges seamlessly into the Myntra app without disrupting the existing user experience poses a technical challenge. It requires thorough testing and iteration to ensure smooth navigation and functionality.
Relevance and Personalization: Designing challenges that are relevant to the target audience and align with their preferences and shopping behaviors is crucial. Personalization is key to ensuring that users find the challenges meaningful and enjoyable.
Scalability: As the user base grows, the gamification feature must be scalable to accommodate increasing traffic and participation. This involves considering server capacity, data management, and overall platform performance.
Measuring Success: Defining key metrics for evaluating the success of gamified challenges is essential. This includes metrics such as user engagement, retention rate, conversion rate, and overall impact on revenue.
Competitive Analysis: Conducting a thorough analysis of competitors' gamification strategies to identify best practices and areas for differentiation is crucial. This helps in crafting a unique and compelling offering that sets Myntra apart in the market.
User Feedback and Iteration: Continuous gathering of user feedback through usability testing and iteration is essential for refining the gamification feature. This ensures that it remains relevant, engaging, and aligned with user expectations over time.
Technical Infrastructure: Building a robust technical infrastructure capable of supporting gamified challenges, including backend systems for data management, analytics, and integration with existing app features.

‍

Concept Note

Look & Feel

Personas

Lo-Fi Design

Hi-Fi Design

Execution & Launch

No items found.

Projects

Engagement- Scratch & Win

CATEGORY

Art Direction & Branding

COmpany

Myntra Designs Pvt. Ltd

COMPLETED

Challenges & Overview:

User Engagement: The primary challenge lies in designing challenges that effectively capture and maintain user attention. The tasks must strike a balance between being challenging enough to be engaging yet not too difficult to discourage participation.
Integration with Existing Features: Integrating gamified challenges seamlessly into the Myntra app without disrupting the existing user experience poses a technical challenge. It requires thorough testing and iteration to ensure smooth navigation and functionality.
Relevance and Personalization: Designing challenges that are relevant to the target audience and align with their preferences and shopping behaviors is crucial. Personalization is key to ensuring that users find the challenges meaningful and enjoyable.
Scalability: As the user base grows, the gamification feature must be scalable to accommodate increasing traffic and participation. This involves considering server capacity, data management, and overall platform performance.
Measuring Success: Defining key metrics for evaluating the success of gamified challenges is essential. This includes metrics such as user engagement, retention rate, conversion rate, and overall impact on revenue.
Competitive Analysis: Conducting a thorough analysis of competitors' gamification strategies to identify best practices and areas for differentiation is crucial. This helps in crafting a unique and compelling offering that sets Myntra apart in the market.
User Feedback and Iteration: Continuous gathering of user feedback through usability testing and iteration is essential for refining the gamification feature. This ensures that it remains relevant, engaging, and aligned with user expectations over time.
Technical Infrastructure: Building a robust technical infrastructure capable of supporting gamified challenges, including backend systems for data management, analytics, and integration with existing app features.

‍

Concept Note

Look & Feel

Personas

Lo-Fi Design

Hi-Fi Design

Execution & Launch

No items found.

Projects

Engagement- Scratch & Win

CATEGORY

Art Direction & Branding

COmpany

Myntra Designs Pvt. Ltd

COMPLETED

Challenges & Overview:

User Engagement: The primary challenge lies in designing challenges that effectively capture and maintain user attention. The tasks must strike a balance between being challenging enough to be engaging yet not too difficult to discourage participation.
Integration with Existing Features: Integrating gamified challenges seamlessly into the Myntra app without disrupting the existing user experience poses a technical challenge. It requires thorough testing and iteration to ensure smooth navigation and functionality.
Relevance and Personalization: Designing challenges that are relevant to the target audience and align with their preferences and shopping behaviors is crucial. Personalization is key to ensuring that users find the challenges meaningful and enjoyable.
Scalability: As the user base grows, the gamification feature must be scalable to accommodate increasing traffic and participation. This involves considering server capacity, data management, and overall platform performance.
Measuring Success: Defining key metrics for evaluating the success of gamified challenges is essential. This includes metrics such as user engagement, retention rate, conversion rate, and overall impact on revenue.
Competitive Analysis: Conducting a thorough analysis of competitors' gamification strategies to identify best practices and areas for differentiation is crucial. This helps in crafting a unique and compelling offering that sets Myntra apart in the market.
User Feedback and Iteration: Continuous gathering of user feedback through usability testing and iteration is essential for refining the gamification feature. This ensures that it remains relevant, engaging, and aligned with user expectations over time.
Technical Infrastructure: Building a robust technical infrastructure capable of supporting gamified challenges, including backend systems for data management, analytics, and integration with existing app features.

‍

User Personas

User Journey

Hi-Fidelity design

No items found.

Projects

Engagement- Scratch & Win

CATEGORY

Art Direction & Branding

COmpany

Myntra Designs Pvt. Ltd

COMPLETED

Challenges & Overview:

User Engagement: The primary challenge lies in designing challenges that effectively capture and maintain user attention. The tasks must strike a balance between being challenging enough to be engaging yet not too difficult to discourage participation.
Integration with Existing Features: Integrating gamified challenges seamlessly into the Myntra app without disrupting the existing user experience poses a technical challenge. It requires thorough testing and iteration to ensure smooth navigation and functionality.
Relevance and Personalization: Designing challenges that are relevant to the target audience and align with their preferences and shopping behaviors is crucial. Personalization is key to ensuring that users find the challenges meaningful and enjoyable.
Scalability: As the user base grows, the gamification feature must be scalable to accommodate increasing traffic and participation. This involves considering server capacity, data management, and overall platform performance.
Measuring Success: Defining key metrics for evaluating the success of gamified challenges is essential. This includes metrics such as user engagement, retention rate, conversion rate, and overall impact on revenue.
Competitive Analysis: Conducting a thorough analysis of competitors' gamification strategies to identify best practices and areas for differentiation is crucial. This helps in crafting a unique and compelling offering that sets Myntra apart in the market.
User Feedback and Iteration: Continuous gathering of user feedback through usability testing and iteration is essential for refining the gamification feature. This ensures that it remains relevant, engaging, and aligned with user expectations over time.
Technical Infrastructure: Building a robust technical infrastructure capable of supporting gamified challenges, including backend systems for data management, analytics, and integration with existing app features.

‍

No items found.

Projects

Engagement- Scratch & Win

CATEGORY

Art Direction & Branding

COmpany

Myntra Designs Pvt. Ltd

COMPLETED

Challenges & Overview:

User Engagement: The primary challenge lies in designing challenges that effectively capture and maintain user attention. The tasks must strike a balance between being challenging enough to be engaging yet not too difficult to discourage participation.
Integration with Existing Features: Integrating gamified challenges seamlessly into the Myntra app without disrupting the existing user experience poses a technical challenge. It requires thorough testing and iteration to ensure smooth navigation and functionality.
Relevance and Personalization: Designing challenges that are relevant to the target audience and align with their preferences and shopping behaviors is crucial. Personalization is key to ensuring that users find the challenges meaningful and enjoyable.
Scalability: As the user base grows, the gamification feature must be scalable to accommodate increasing traffic and participation. This involves considering server capacity, data management, and overall platform performance.
Measuring Success: Defining key metrics for evaluating the success of gamified challenges is essential. This includes metrics such as user engagement, retention rate, conversion rate, and overall impact on revenue.
Competitive Analysis: Conducting a thorough analysis of competitors' gamification strategies to identify best practices and areas for differentiation is crucial. This helps in crafting a unique and compelling offering that sets Myntra apart in the market.
User Feedback and Iteration: Continuous gathering of user feedback through usability testing and iteration is essential for refining the gamification feature. This ensures that it remains relevant, engaging, and aligned with user expectations over time.
Technical Infrastructure: Building a robust technical infrastructure capable of supporting gamified challenges, including backend systems for data management, analytics, and integration with existing app features.

‍

Design Process

Empathise

Research
User Interview
Empathy Mapping

DEFINE

Persona
Pain Points

Ideate

Userflow
Sitemap
Brainstorm
Sketch

Prototype

Low fidelity mockup
High fidelity mockup
Prototyping
Style Guide

Test

Research
User Interview
Empathy Mapping

Empathize & Discover

User Research:

Purpose: Conducted a comprehensive survey to delve into the onsite experiences of fashion shoppers from both T2/T3 and Metro/T1 cities on Myntra. The study primarily aimed to understand their perceptions and usability of Myntra's browse pages, with a focus on enhancing the overall shopping experience.
‍
‍Key Inquiry Areas:Text Comprehension: Investigated whether the textual content and communication on the site are easily understandable to users from diverse city tiers.
‍
‍Visual Appeal: Assessed if the imagery used on the site resonates with or alienates the target audience, specifically noting any variances in response between T2/T3 and Metro/T1 city shoppers.
‍
‍Information Quantity: Evaluated if the amount of information presented on the product pages (AF page) is perceived as sufficient or overwhelming, seeking to optimize information density for clarity and ease of use.
‍
‍Scroll Depth: Analyzed user preferences regarding scroll depth, determining if the current design necessitates excessive scrolling and how it impacts the shopping experience.

Our interim findings cover these towns

Heading

Key Learnings

T2/T3 consumers want aspiration- but not at the cost of feeling belittled or backward
‍

Theme 1: is aspirational ( on fashion) but alienating for some consumers
Theme 2: lacks strong appeal due to lack of connect
Theme 3: is a has a strong likeability due to blend of relatability and Aspiration.
Theme 4: connects as it plays in the consumers comfort zone but lacks fashion quotient

Preferred Theme 3

User Personas & User Goals

Josephine

IT Professional

Age: 30

Status: Married

Location: Bangalore

This is some text inside of a div block.

A a tech-savvy professional living in Bangalore. She has a busy schedule and relies heavily on online platforms for her shopping needs.She browses Myntra during her lunch breaks or after work, looking for outfits that are both fashionable and suitable for her office environment.

Habits

Regularly checks fashion blogs and social media for the latest trends; often shops online post-work or during breaks.

Core Needs:

Stylish yet office-appropriate clothing; time-efficient shopping experience.

Pain Points:

Difficulty in finding a balance between professional and trendy outfits; sometimes overwhelmed by too many choices.

User Journey Map

Low-fidelity Wireframes

High Fidelity Mocks

No items found.

Projects

Engagement- Scratch & Win

CATEGORY

Art Direction & Branding

COmpany

Myntra Designs Pvt. Ltd

COMPLETED

Challenges & Overview:

User Engagement: The primary challenge lies in designing challenges that effectively capture and maintain user attention. The tasks must strike a balance between being challenging enough to be engaging yet not too difficult to discourage participation.
Integration with Existing Features: Integrating gamified challenges seamlessly into the Myntra app without disrupting the existing user experience poses a technical challenge. It requires thorough testing and iteration to ensure smooth navigation and functionality.
Relevance and Personalization: Designing challenges that are relevant to the target audience and align with their preferences and shopping behaviors is crucial. Personalization is key to ensuring that users find the challenges meaningful and enjoyable.
Scalability: As the user base grows, the gamification feature must be scalable to accommodate increasing traffic and participation. This involves considering server capacity, data management, and overall platform performance.
Measuring Success: Defining key metrics for evaluating the success of gamified challenges is essential. This includes metrics such as user engagement, retention rate, conversion rate, and overall impact on revenue.
Competitive Analysis: Conducting a thorough analysis of competitors' gamification strategies to identify best practices and areas for differentiation is crucial. This helps in crafting a unique and compelling offering that sets Myntra apart in the market.
User Feedback and Iteration: Continuous gathering of user feedback through usability testing and iteration is essential for refining the gamification feature. This ensures that it remains relevant, engaging, and aligned with user expectations over time.
Technical Infrastructure: Building a robust technical infrastructure capable of supporting gamified challenges, including backend systems for data management, analytics, and integration with existing app features.

‍

Scope of work

Competive Analysis

User Personas

Fleet Manager
Name: John Smith
‍Age: 40

‍Goals:
- Efficiently manage the company's fleet of vessels.
- Ensure all vessel information is up-to-date and easily accessible.
- Streamline the process of onboarding new vessels.
‍

‍‍
‍Challenges:
- Struggles with using multiple platforms for different aspects of fleet management.
- Needs a centralized system for managing vessel information and documentation.
- Struggles with using multiple platforms for different aspects of fleet management.
- Needs a centralized system for managing vessel information and documentation.
‍

‍‍
‍Behavior:
- Prefers a user-friendly interface with easy navigation.
- Values real-time updates and notifications about vessel status.
‍

Onboarding Team
Name: Emily Johnson
‍Age: 35

‍Goals:
- Ensure a smooth and efficient onboarding process for new companies and vessels.
- Manage and organize a large amount of company and vessel data.
‍

‍‍Challenges:
- Finding a platform that integrates well with existing company systems like Azure DevOps.
- Keeping track of multiple onboarding tasks and their progress.

‍‍
‍Behavior:
- Seeks a platform that offers task list integration and easy data entry.
- Appreciates detailed documentation and support for any software tools used.
‍

User flow

Lo-fi Design

No items found.

Projects

Engagement- Scratch & Win

CATEGORY

Art Direction & Branding

COmpany

Myntra Designs Pvt. Ltd

COMPLETED

Challenges & Overview:

User Engagement: The primary challenge lies in designing challenges that effectively capture and maintain user attention. The tasks must strike a balance between being challenging enough to be engaging yet not too difficult to discourage participation.
Integration with Existing Features: Integrating gamified challenges seamlessly into the Myntra app without disrupting the existing user experience poses a technical challenge. It requires thorough testing and iteration to ensure smooth navigation and functionality.
Relevance and Personalization: Designing challenges that are relevant to the target audience and align with their preferences and shopping behaviors is crucial. Personalization is key to ensuring that users find the challenges meaningful and enjoyable.
Scalability: As the user base grows, the gamification feature must be scalable to accommodate increasing traffic and participation. This involves considering server capacity, data management, and overall platform performance.
Measuring Success: Defining key metrics for evaluating the success of gamified challenges is essential. This includes metrics such as user engagement, retention rate, conversion rate, and overall impact on revenue.
Competitive Analysis: Conducting a thorough analysis of competitors' gamification strategies to identify best practices and areas for differentiation is crucial. This helps in crafting a unique and compelling offering that sets Myntra apart in the market.
User Feedback and Iteration: Continuous gathering of user feedback through usability testing and iteration is essential for refining the gamification feature. This ensures that it remains relevant, engaging, and aligned with user expectations over time.
Technical Infrastructure: Building a robust technical infrastructure capable of supporting gamified challenges, including backend systems for data management, analytics, and integration with existing app features.

‍

Design Process

Empathise

Research
User Interview
Empathy Mapping

DEFINE

Persona
Pain Points

Ideate

Userflow
Sitemap
Brainstorm
Sketch

Prototype

Low fidelity mockup
High fidelity mockup
Prototyping
Style Guide

Test

Research
User Interview
Empathy Mapping

Empathize & Discover

User Research:

Our interim findings cover these towns

Qualitative Research

Key Learnings

T2/T3 consumers want aspiration- but not at the cost of feeling belittled or backward
‍

Theme 1: is aspirational (on fashion) but alienating for some consumers
Theme 2: lacks strong appeal due to lack of connect
Theme 3: is a has a strong likeability due to blend of relatability and Aspiration.
Theme 4: connects as it plays in the consumers comfort zone but lacks fashion quotient

Preferred Theme 3

User Personas & User Goals

Josephine

IT Professional

Age: 30

Status: Married

Location: Bangalore

This is some text inside of a div block.

Habits

Regularly checks fashion blogs and social media for the latest trends; often shops online post-work or during breaks.

Core Needs:

Stylish yet office-appropriate clothing; time-efficient shopping experience.

Pain Points:

Difficulty in finding a balance between professional and trendy outfits; sometimes overwhelmed by too many choices.

User Journey Map

Low-Fidelity Wireframes

High-Fidelity Mocks

No items found.