Mindstix Software Labs Pvt.Ltd X Frog - 2020
My role
Product Designer- User research, Trend Analysis, Persona Building, Information Architecture, Design System elements, User Flows, Wireframes & UI Design for checkout, path to purchase, return and refund flows, Usability testing of Login, Product Purchase and checkout
TEAM
Design Team-Dhanvi Patel & Honey Mehta, Product Managers,
Development Team, QA Team, Stakeholders
Timeline
9 Months
OVERVIEW
Amway India’s e-commerce platform catered to a vast network of direct sellers and end consumers. However, its outdated design hindered user engagement, sales conversions, and trust. The fragmented user experience left sellers overwhelmed, and consumers found navigation cumbersome.
With increasing competition in the direct selling industry, the platform demanded a modern solution that could bridge the gap between business efficiency and user delight.
How do we drive true competitive differentiation for Amway India with an elevated brand experience and a friction-free customer shopping experience?
The challenge
Highlights
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Variant Selection Drawer
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Notify & Share Features
Features that make it seamless even for a First-Time User
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Personalised Search Bar
A search bar designed based on user needs, offering options to shop by goals, revisit recent searches, and explore popular items,thereby simplifying the shopping experience.
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Real-Time Notifications
Implemented in-app notifications alerts to guide users through profile completion, inform them about upcoming events, and send timely reminders for abandoned carts
What Do Business Owners Strive to Achieve?
“I want to build a stable clientele and wish to live life on my terms.”
“I like to keep myself productive in the community and learn new skills”
• Providing better offers to their customers along with personalized bundles of products
• Streamlining the onboarding process for new members who often need substantial handholding & guidance.
What Challenges Do Customers Face?
• Finding the right fit of products for their family
• Some customers are not proficient in technology and seek help every time while using their phone.
• Difficult to find offers and promotions on Amway products
Slideshow
Heuristic Evaluation
Visual Inconsistency and Lack of Standards
The interface lacks uniformity, using different patterns and terminology, which causes confusion.
Lack of Flexibility and Efficiency of Use
Lacks intuitive navigation and features such as wishlist/save for later, social share capabilities, sticky action buttons
Lack of Visibility of System Status
Users are left uncertain about the system’s current state, leading to confusion and frustration.
Research Summary
We gained a well-rounded perspective that guided design decisions
Build a guided self-serve experience for new ADRs to begin their Amway journey seamlessly
Designing end-to-end experiences for ADR/ADS(s) to drive seamless, personalized journeys that foster loyalty and encourage purchases through an intuitive platform.
Efficient Order Tracking
Building efficiency & trust in the purchase and post purchase experience by leveraging habits, near-real time updates and ML
Enhance the messaging and tone of voice of the content to make it more tailored and relevant to the customer
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Product Cards
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Offers & Gifts
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Gamified Marketing Banners & Screens
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Stepper Component & ADS Onboarding Screens
Streamlined Navigation
I implemented drawers for focused interactions of the return flow allowing users to swiftly select products to return.
Reduced Cognitive Load
Added pre-filled default pickup and address details, while still allowing users the flexibility to make changes effortlessly.
Enhanced Transparency
Users were kept informed at every step, with clear communication about refund timelines and amount to expect.
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Return Flow Mobile Screens
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Amazon-Checkout
• Multi-page checkout
• Prevents cognitive load
• Discounts are visible distinctively
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Myntra-Checkout
• Single-page checkout
• Final amount to pay is constantly visible
• Fewer clicks
• Visibility of previously entered information
Key Takeaways
• Displaying the final amount to be paid on the cart upfront
• Easy to access the breakdown of the final amount
• Availability of alternative payment options
• Clarity of discounts and offers
• Allowing Guests to checkout without having to log in
• Friction-free and user-friendly checkout process
THE DESIGN DILEMMA
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Option 1-Multipage Checkout
Option 1
A Delivery Speed section was added in the list view after the address as preferred in option-1 for ease of selection.
Although the list view was initially favoured over tabs for the self-pickup option, it was necessary to present it in tab format as part of the address selection process and place it before the delivery speed option. This decision was made considering the fact that the majority of users were not particularly concerned about the self-pickup option, as it would only be used in rare scenarios when a pin code was not serviceable.
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Option 2-Single page Checkout
Option 2
Cart total and sticky display in option-2 was highly appreciated and liked across so it was kept as is on the single page checkout.
Payment option continuity with fields as in the accordion style of option-2 over option -1 was preferable for its seamless and high discoverability enhancing the ease of usage so it was kept as is in option-2
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Checkout Mobile Screens
Lessons for Future Redesigns
Collaboration is Key
Collaborating with users and stakeholders throughout the process enabled us to design accurate user flows and make informed decisions tailored to the Amway audience.
Continuous Iteration
Validating with data and user feedback to enhance outcomes.
The cohesive design positioned Amway as a forward-thinking leader in the direct selling industry.
25% boost in consumer conversions within the first quarter post-launch.
Overwhelmingly positive feedback on the intuitive and visually appealing interface
Consumers enjoyed a frictionless shopping experience that fostered loyalty and trust.
