Introducing: The Glam Wave
Surfing the Wave of Fashion with Live Moments on Ajio App.
Once upon a time, in the fast-paced world of fashion and technology, a thrilling 48-hour product design challenge unfolded. A group of passionate participants gathered at a hackathon, their minds buzzing with creativity and determination. Their mission? To enhance an existing fashion e-commerce app.
With the individual problem statements in hand, the participants embarked on a thrilling journey, armed with just 48 hours to incorporate a groundbreaking product feature that would revolutionize the fashion industry. The air crackled with excitement as innovation and design intertwined, promising an extraordinary adventure in the quest to introduce the perfect addition to the fashion app.
Problem statement-
Add a live moment feature where users will find influencers showcasing the latest upcoming products.
Goals-
Increasing engagement, driving sales, boosting conversion rate, AOV.
A Glimpse at Final Prototype
Let's dive into the details.
I have implemented the live moments feature on the homepage with the aim of enhancing discoverability and providing users with convenient access to this feature.
When users click on the live moment's feature, they will be taken to a new page where they can see influencers who are currently live and showcasing the upcoming clothes collection.
On this page, I have included live videos of influencers, and below the videos, there are the products they are showcasing. Users can click on the products to proceed with purchasing them.
The upcoming products can be accessed through a horizontal scroll.
Home Screen Before changes.
Home Screen After changes.
How did I get to the final UI?
Getting to the final UI was a challenging task that involved following a process. Once I understood the problem, I formed a hypothesis to generate ideas for the feature. Which was followed by creating wireframes for the final design solution.
In addition, there were some critical decisions that I made along the way that ultimately influenced the final outcome.
Follow along to delve into the details of these decisions.
Before critical decision
Before the iteration, I positioned the feature prominently on the homepage, at the top alongside the other categories like Women, Men's, Kids, etc.
However, during user testing, people couldn't easily find the feature because it looked similar to the other categories and wasn't highlighted.
After critical decision
I moved the feature below the banner, right under the categories, making it horizontally scrollable.
After analyzing competitors and aiming to provide users with a familiar interaction, I decided to incorporate a horizontal scroll feature.
Before critical decision
After looking at similar apps from our competitors, I noticed that they used a different approach. They had a horizontal scrolling pattern for clickable features, such as their stories feature.
After critical decision
The feature was relocated below the banner to address the visibility issue, directly beneath the categories. This placement makes it more noticeable and captures users' attention, increasing the likelihood of engagement.
Jakob's law suggests that users have certain design expectations based on their experiences with other apps. To enhance user-friendliness and engagement, it was important to align with these conventions and make the live moments feature more intuitive.
Before critical decision
The live now option is not catching the eyes of the users.
It is merging with the other texts as well.
After critical decision
Changes were made to the live video indicator to enhance user attention. Initially, the indicator was black in color, but it was modified following user testing.
The decision to change the indicator color to red was based on its ability to naturally stand out and capture attention. Red is associated with urgency, excitement, and importance.
Using red as the indicator color helps users quickly identify and recognize that the content is being streamed live, ensuring they don't miss out on this dynamic aspect of the platform.
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