eCommerce app for India's First Organic Milk Brand
eCommerce app for India's First Organic Milk Brand
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Client:
Client:
Akshayakalpa Farms And Foods Pvt. Ltd.
Akshayakalpa Farms And Foods Pvt. Ltd.
Company:
Company:
Pepper Square
Pepper Square
Product:
Product:
Akshayakalpa Mobile App
Akshayakalpa Mobile App
Team:
Team:
1 UX Designer, 1 UI Designer, 1 PM
1 UX Designer, 1 UI Designer, 1 PM
Duration:
10 months
My Role:
Involved in the workshop with the client team to understand the company vision, strategy, business goals, and new product requirements
Conducted ethnographic research in villages (next billion users) to understand their process from training farmers to production to delivery of products
Documented data-driven changes by analyzing various flows in the app using Mixpanel to reduce user drop-offs and increase conversions
Understood technical aspects with developers and support team that happens behind the process
Market and User Research
IA, Wireframes, and Visual design
Worked within brand guidelines to ensure designs are not only user-friendly but remain consistent with other brands collaterals
Scheduled meetings and collaborated with the cross-functional team for in time deliveries
About Akshayakalpa
About Akshayakalpa
It's a farmer entrepreneurship initiative where young farmers are groomed and supported to set up profitable dairy farms.
Problem/Goal
Problem/Goal
Redesign the current app with a better User experience and UI which speaks about the brand, have an independent system from the existing SaaS-based system.
Workshop with stakeholders
Workshop with stakeholders
1. Understanding product vision and strategy
2. Discuss Success Criteria and Timelines
3. Got to know currently reported and faced issues by Support, Delivery, and Technical team
Field Research
Field Research
Our team visited the farmer's houses and Milk collecting center who is not associated with Akshayakalpa to understand the way cows are treated, cleanliness in a cowshed, the milk supply process, and the challenges they are facing.
It was amazing to visit a remote village and speak to farmers to better understand them.
How Akshayakalpa is different?
How Akshayakalpa is different?
After meeting the farmers, we visited the company's plant where Demo Cowshed, Milk testing, Milk by-product manufacturing, Packaging, Fooder production, and R & D happens. Got great insights on how Akshayakalpa is different starting to training farmers, Cow care, Cleanliness, self-sustainable farms, closed-loop soil management, Quality, and Safety Standards.
Also, got to know the importance of wearing a mask just before the pandemic during the plant visit😄
Motives and barriers (From survey analysis)
Motives and barriers (From survey analysis)
In order to tailor the marketing initiatives of the current and potential customers, we have classified the buying decisions based on multiple factors that influence the purchasing behavior.
Customers voice
Customers voice
Below are the keywords used by the customers on Play Store and App Store reviews. We marked them based on severity level and prioritized them accordingly to address in the design.
User needs vs User Experience
User needs vs User Experience
Mapped User needs and Experience using Maslow's Hierarchy of needs and Levels of User experience. This helped us to set the standard for the Visuals and experience we provide in the app.
We've shared the suggested approach that can be taken to address the high-severity issues faced by many users.
Reasons of abandoned checkouts
Reasons of abandoned checkouts
eCommerce Market Analysis
eCommerce Market Analysis
Researched on general human behavior towards eCommerce shopping and picked up concerning issues which would later helps us in Ideation stage.
Also checked the Mixpanel data of the existing app to analyse the user on most used paths and fall outs points.
What's the User Buying Behavior?
What's the User Buying Behavior?
In order to tailor the marketing initiatives of the current and potential customers, we have classified the buying decisions based on multiple factors that influence the purchasing behavior.
Added suggested approach that can be taken to address the issues and requirement in the app.
Information Architecture
Information Architecture
We have segregated and prioritised pain points based on severe and most commonly faced issues across customers.
Issues mentioned here can be taken and addressed in the initial phases.
Added legends to pages to make sure all people working on the project, even developers, know which have links, which are landing and inner pages, so they can visualise the app clearly to understand the complexity/possibility.
Paper Wireframes
Paper Wireframes
We iterated the concepts on wireframes using paper before jumping into the design for quick internal feedback
Registration flow
Registration flow
Subscription flow concepts
Subscription flow concepts
BDD ( Behavioral Driven Development )
BDD ( Behavioral Driven Development )
We worked on BDD just after working on wireframes to cover all test scenarios.
By preparing BDD it helped both the design and engineer's team not to miss any minor dead-end in the user flows.
Visual Design
Visual Design
Rejected
Rejected
Approved
Approved
Moved to Phase 2
Moved to Phase 2
In the current app, users can order one product at a time.
In Fig 1: We had redesigned the user flow for 'Add to Cart' where users can add multiple products at a single time and shop at once to save time.
In Fig 2: But the client wanted to retain the same as earlier as it was difficult for the client to change the back-end system. So the designs would be kept for future updates.
Approved
Approved
Learning: It's good not to change the system completely when there are no major issues so that we surprise the user. If there is a room for improvement, then do it with gradual updates.
Address Flow
Address Flow
Iterations
Iterations
Approved
Approved
Features covered in the project:
Features covered in the project:
Registration
E-commerce shopping
Referral
Recipes
Support
Farm Visit
What Next?
What Next?
Exclusive section for Offers and Benefits
Cart for multiple products in a single order
New Category addition
Learnings
Learnings
The Company cannot be compared with other competitors for their offerings and services, every company has its uniqueness and Differences.
Working closely with the Backend team helped me understand the usage of dynamic data and Data control.
Value Delivered
Value Delivered
Helped in moving to a React-based application from an existing SaaS-based model.
New UI was made dynamic for products, categories, offers, and delivery with simplified user flow.
An intuitive app with standard visual brand guidelines.
Lengthy task flows were optimized and revamped to make them user-friendly.
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