Revamping Ajio: “Revolutionizing User Experience “— A case study

Introduction : What is AJIO

The Ajio is an e-commerce platform that offers a wide range of fashion and lifestyle products to its users the brand has gained popularity for its extensive product selection catering to the needs of men, women and kids.

Potential users

Understanding the target users is crucial for successful design decisions. The Ajio primarily caters to fashion-conscious individuals, both male and female.

Overview

During the evaluation of AJIO’s user experience, it became evident that users have raised several concerns and pain points regarding the app’s current UX. Analyzing various Google reviews and user feedback, the following major issues were identified:

Source: Google reviews

Why this change is necessary?

Once i tried to buy something on Ajio and when i looked for a review section , i couldn’t find one also there is no ratings on the products. There is no way a user can trust that the product meets their needs. The reason behind implementing any change keeping up with the competition , being innovative , visual appealing and finally BUILDING TRUST!!! among its users, when the user feels they have trust issues they user engagement will surely drop. Why? Let’s take an example whenever we buy a packet of milk we surely checks the expiration date written behind the packet because we don’t want to take any type of risk whether it is health wise or in our case financial wise.

Empathize

The Pain points

1. Lack of Trust: Users expressed concerns regarding trust and authenticity while shopping on AJIO. They mentioned a lack of proof or transparency regarding product quality, seller credibility, and secure payment options. This diminished users’ confidence in making purchases.

1. Less Visual Emphasis: Users feel that the app lacks visual appeal and fails to effectively highlight products and their details. This diminishes the overall shopping experience and makes it difficult for users to explore and select desired items.
2. Navigation: The app’s navigation was a common pain point among users. They reported difficulties in finding specific categories, filters, or search options. Navigational issues hindered the users’ ability to quickly and easily discover relevant products.
3. No Personalized Experience: Users felt that AJIO’s app lacked personalization, as it failed to understand and cater to individual preferences. The absence of personalized recommendations and tailored content made it challenging for users to discover relevant products suited to their interests and needs.

What can be done? /Features

Critical decisions

To address these pain points and enhance the overall user experience, the following improvements can be considered:

1. Trust-building Measures: Incorporate trust-building elements throughout the app to reassure users. This can include displaying customer reviews and ratings, adding a “Verified Purchase” badge to reviews and ratings can significantly enhance authenticity and trust. This feature confirms that the review is from a user who have purchased the product and highlighting seller verification processes. Providing a clear and transparent information about product authenticity and return policies will help instill trust and confidence in users.

“Bridge the gap between the represented products and how they appear when a non-model individual wear them”

1. Style Profile: Implement a feature where users can create their fashion preferences and style profiles. This enables personalized product recommendations based on body measurements, preferred colors, and style inspirations.
2. Streamlined Navigation: Simplify the app’s navigation structure and improve the accessibility of key features. Implement intuitive category hierarchies, prominent search functionality, and easy-to-use filters to enable users to navigate the app effortlessly and find desired products quickly.
3. Augmented Reality (AR): Introduce AR technology for virtual try-on, enabling users to visualize how clothing items look and fit using their device’s camera. This adds convenience and confidence to the shopping process.

By implementing these enhancements, AJIO can create a personalized user experience, which build trust among its users, and provide a more immersive and visually appealing platform. Catering to the diverse needs of its users. These improvements will help AJIO stay competitive and meet the evolving expectations of its user base.

Competitive Analysis

Conducting a competitive analysis helps identify existing solutions, trends, and potential gaps in the market. Analyzing similar e-commerce apps, such as Amazon, Myntra, and Flipkart, will provide valuable insights into how they builds trust among its users and use features that inspire effective design decisions.

1. Review Section

2. Augmented reality

The Potential outcome /Goals

The Potential Outcomes for AJIO include:

1. Increased User Engagement: By including user-generated content, such as reviews and photos, AJIO can boost engagement, leading to longer sessions and higher page views.
2. Improved Conversion Rate: Leveraging social proofing with authentic visuals and positive reviews enhances product credibility, reducing hesitation and increasing the likelihood of completing purchases.
3. Enhanced User Retention: Interactive and visually appealing features encourage users to return for inspiration and recommendations, fostering loyalty and repeat visits.
4. Brand Advocacy: Providing an exceptional user experience can turn satisfied customers into brand advocates, leading to increased brand awareness and customer acquisition through word-of-mouth promotion.
5. Higher Customer Satisfaction: Addressing pain points and improving the user experience results in increased customer satisfaction, leading to repeat purchases, loyalty, and positive reviews.
6. Competitive Advantage: Implementing user-centered design and innovative features gives AJIO a competitive edge, attracting and retaining fashion-conscious users and increasing market share and business growth.

Iteration

Review section

Implementing these features will answer most of the questions that the users have before buying any product online.

· Can this company be trusted?

· Are the customers happy with their purchase?

When considering the placement of the review section in the app it’s important to prioritize visibility and accessibility.

Visibility and Accessibility: Placing the review section in a prominent location where users can easily find it. Typically, it is effective to position it on the main page or screen, preferably above the fold (visible without scrolling), so that users are more likely to notice and engage with it.

Pros:

· Increased visibility leads to higher chances of user interaction.

· Users can quickly and conveniently access the review section without searching for it.

· A prominent position indicates that reviews and feedback are valued, encouraging users to contribute their own reviews.

Cons:

· If the review section is too prominent or obtrusive, it may distract users from other important content or actions.

· Placing it too high on the page may push other critical elements further down, potentially affecting their visibility.

Usability Testing

This isn’t the first time me or any of the user have faced this problem, A consumer needs trust from the producer period. Before buying a packet of milk we see the expiration date behind it. Why?? . Because we need to have that trust that the product is safe to consume, we need a validation that by using this product we won’t face any loss either health wise or in our case financial wise.

Because buying a product online be it clothes or gadgets gives the users a sense of happiness. They always look forward to have a good experience.