Crafting Love through AI: Valentine with Zepto — A UX Case Study
A Proposed Marketing Innovation as Valentine with Zepto
Tired of gifting the same roses, chocolates, and clichéd tokens of affection every Valentine’s Day? Yearning for a fresh, innovative way to express your love? Enter the Valentine With Zepto campaign — an exciting endeavour to redefine the art of gifting and bring a touch of AI magic to your romantic gestures.
Are you ready to hit play on a Valentine’s Day unlike any other? Let’s begin…
Zepto is a quick commerce platform based in India that specializes in delivering groceries and daily essentials within 10 minutes.
Zepto is rapidly expanding its services to cover additional locations, gaining widespread recognition across major Indian cities. The platform provides an extensive range of products, ensuring delivery to virtually every corner of the respective cities it serves. Thanks to its rapid service, diverse product offerings, and effective civic reach, Zepto has earned the trust of both investors and customers, establishing itself as a reliable company.
What is Valentine with Zepto?
“Valentine with Zepto” is a campaign spanning from 1 Feb to 15 Feb, offering users the opportunity to craft a personalized musical video for their loved ones. The personalised video comes to life through the combined magic of Suno AI (transforms text into hyper-realistic music), Runway ML (creates visuals based on your input), and the RVC model (clones your voice to craft a song). It’s a unique blend of technology and creativity, turning your heartfelt inputs into a special, personalized musical gift.
To create a personalized video in Valentine with Zepto, all you need to do is follow these steps :
Scan the QR Code and Enter the Unique Code:
- Scan the QR code provided on the Zepto package.
- Enter the unique code found inside the Zepto package when prompted.
Answer Personalization Questions:
- Respond to a series of questions to personalize your video.
- These questions may include preferences, messages, or details about the recipient.
Upload Media for Video and Music:
- Upload images, videos, or other media content that you want to include in the video.
- Select music to accompany the video from the provided options or upload your own.
Edit and Finalize:
- Preview the video to ensure it meets your expectations.
- Regenerate the video if required
- Make any necessary adjustments before finalizing by changing prompts.
Share on Social Media:
- Share the personalized video on your preferred social media platforms.
- Utilize hashtags or specific handles as instructed by Zepto for promotion.
- Engage with the audience to increase visibility and participation.
Chance to Win Zepto’s Love Hamper:
- By sharing the video on social media, you automatically enter a contest.
- Stand a chance to win Zepto’s Love Hamper
Here’s the complete prototype of the design. Feel free to explore it and share your thoughts in the comments section below.
Below is a video showcasing the entire design flow. Prior to diving into further details, feel free to review it to gain a comprehensive understanding of the product.
The Magic of AI
What is Suno ai?
Suno AI is a platform that uses artificial intelligence to transform text into hyper-realistic music in mere seconds. It not only generates the lyrics and the vocals, but it also generates the background track and blends them in such a way that it produces pure melody. and this was made by a team of AI experts and musicians based in Cambridge, Massachusetts.
What is RunwayML?
Runway ML is a groundbreaking AI-infused creative suite that goes beyond the limits of traditional creative tools. It offers an AI-enhanced suite that works with your vision to generate captivating videos, images, and custom models for various artistic projects.
Here are some of the key features of Runway ML:
- Remove entire objects from videos: You can simply highlight the object you want to remove, and Runway ML will do the rest.
- Text-to-color grade: Change the entire look and feel of your videos with just a few words.
- Expand images: Take a small image and expand it without losing quality.
- Overlay animation: Add animation to any video, even if it’s a normal video of yourself in motion.
Runway ML is an ideal tool for filmmaking, graphic design, and businesses aiming to develop dynamic promotional materials. It is a powerful tool which has the capability to elevate your creative projects to the next level.
What is RVC?
RVC, which stands for Retrieval-Based Voice Conversion, is a type of deep learning model designed to transform the characteristics of one voice into another. Unlike traditional methods that require paired data (recordings of both the source and target voice),
RVC leverages a more efficient approach:
- Your Voice Input: You provide a sample of your own voice.
- Target Voice Dataset: You choose a reference voice from a pre-existing database containing various speakers from songs, podcasts and speeches.
The RVC model then layers your voice input over the voice dataset to create a new voice that sounds like the person in the dataset.
The thought behind the project:
We wanted to use the power of AI to make any product stand out in the market. During our research, we found an article that talked about how Quick Commerce services like Swiggy Instamart, Dunzo, Zepto, and Blinkit saw a big increase in people ordering roses and chocolates during Valentine’s week (Feb 7 to 14). For example, Zepto sold more than 200,000 roses during that week, and Swiggy Instamart is expected to reach a million rose orders. The demand for chocolates doubled, with a 4x increase on February 9. Ice cream sales grew by over 50 per cent in the second week of February.
So, we opted for Quick Commerce and conducted a competitor analysis to utilise the Valentine's celebration as a marketing opportunity for engaging users with the product.
Competitive Analysis
Before delving into Q-commerce, our initial assumption was that Zepto would dominate the market due to its numerous advantages such as a minimum order value of ₹ 99, a robust social media presence, and the provision of loyalty programs. Additionally, Zepto boasted excellent customer interaction and guaranteed 10-minute delivery.
However, despite these strengths, Zepto fell behind in terms of daily orders, estimating only 300,000 orders compared to Blinkit and Swiggy Instamart, which each surpassed 400,000 orders.
Our analysis led us to the conclusion that despite having so many USPs, something is missing as a connection between the user and the Zepto platform. Introducing gamification and contests can not only attract a larger audience but also make a substantial impact on the market. And “Valentine with Zepto” paves the way for levelling up the game.
User Impact & Business Metrics
Based on the assumptions outlined in the user impact and business metrics, we predict that the campaign will encourage users to make larger purchases, ultimately contributing significantly to overall revenue growth and profitability. This success has the potential to position Zepto as a standout player in the Quick Commerce market.
Usability Testing
After analyzing user feedback, we made the subsequent modifications to the screens:
Lessened the Number of Questions for Personalization:
- Aimed to streamline the process and reduce user effort by minimizing the number of questions related to personalization.
Replaced “Upscale” Option with “Regenerate” and Extended 4-sec Option:
- Addressed user confusion by replacing the ambiguous “upscale” option with clearer choices: “Regenerate” and an option to extend the duration by 4 seconds.
Optimized the Visibility of Texts:
- Improved overall readability and visibility of texts to enhance the user experience.
Reduced Transition Speed for a Smoother Effect:
- Implemented a reduction in transition speed to provide users with a smoother and more comfortable interaction.
Adjusted Video Preview Placement and Music Creation Option:
- Prioritized user engagement by bringing the video preview to the forefront and placing the music creation option in a later section to maintain user interest.
Replaced Cross Mark Icon with “Regenerate” Option and Changed its Color:
- Replaced the “cross mark” with “Regenerate” to provide a clearer explanation of its purpose.
- Additionally, the button’s colour was changed to visually indicate its functionality more effectively.
Added Option for Users to Add Their Own Lyrics:
- Increased personalization by incorporating a feature that allows users to add their own lyrics, catering to diverse user preferences.
We realised that usability testing not only helps in creating a user-friendly experience but also contributes to overall product success by addressing user concerns and enhancing the efficiency and satisfaction of the end-users.
We ultimately adopted the double-diamond approach.
We adopted the double-diamond approach, embracing multiple diverging and converging phases throughout the project. This method involved exploring lots of ideas and then narrowing them down to find the best ones. The Double Diamond helped us come up with innovative solutions, making sure our design process was balanced and focused on the user.
Future Scope
Valentine with Zepto opens avenues for various strategies to enhance user engagement and establish a distinctive presence in the market. Here, we outline some potential scopes for this campaign.
- Gamification Integration:
Explore the potential of enhancing user engagement through gamification features.
Implement challenges, rewards, and leaderboards to add a competitive and interactive element to the platform. - Social Media Integration:
Increase user engagement by incorporating seamless social media integration.
Allow users to share their experiences, achievements, or challenges on social platforms, fostering community interaction and attracting a broader audience. - Brand Collaborations:
Explore collaboration opportunities with relevant brands to enhance user experience.
Partnerships can offer exclusive promotions, discounts, or special features, creating added value for users and driving platform growth through brand association.
Key Learning
- Documentation:
Clarity and timeliness: Keeping clear and well-organised records of decisions and steps taken throughout the design process is essential. This allows team members to easily recall the rationale behind design choices and avoid misunderstandings. - User-centricity:
Usability over aesthetics: While visual appeal is important, it should not come at the expense of functionality. Prioritizing a user-friendly interface with intuitive features ensures a positive user experience. - Planning and Structure:
Clear vision and user flow: Having a well-defined vision for the product and a clear understanding of how users will interact with it creates a strong foundation for the design process. This helps ensure consistency and a smooth user journey. - Continuous Improvement:
Iteration and testing: Design is rarely a one-time effort. Embracing an iterative approach with regular usability testing allows you to gather feedback, identify areas for improvement, and continuously refine your product to better meet user needs.
And it’s a wrap!
A Peek into the journey of our design creation. Numerous iterations, components testing and fruitful discussions are hidden under the surface. We hope you found our Case Study captivating. Feel free to contact us if you have any questions or want us onboard.
We are actively seeking UX/Product design roles. Contact us to discuss potential opportunities.
Chaitanya Sai: LinkedIn | Portfolio | Email
Kumari Sarda Rani: LinkedIn | Portfolio | Email
