A Detailed UI/UX Case Study on Myntra
Myntra is a one-stop shop for all your fashion and lifestyle needs. Being India’s largest e-commerce store for fashion and lifestyle products, Myntra aims to provide a hassle-free and enjoyable shopping experience to shoppers across India with the broadest range of brands and products on its portal.
The reason I chose Myntra for my case study is that Myntra is an established UX mature product and finding usability issues and fixing them with better and more reasonable solutions will be challenging and proving to myself that I am confident enough to take on more challenging challenges.
This is my first evaluative UX/UI case study. My aim in this project is to optimize the wishlist and cart flow of myntra, thus making it more usable for the user. I have done this project in the design thinking process, (i.e) Hypothesis, Empathize, Define, Ideate, Prototype, Test, and Iterate.
Problem Brief:
For me to start this project I would require a problem brief. For me to create a problem brief I had to look at the analytics of myntra. Similar web helped me gather the necessary data points for me to formulate a problem brief.
Hypothesis:
At this stage, I had to understand the problem statement and build my design hypothesis while identifying problems in the product that I will be evaluating. Before I start my design hypothesis, I need to have a deep understanding of what my problem brief is all about.
For this, I asked myself a few questions about the problem statement to help me view it from various angles. This just helped me get to the heart of what I am trying to solve. The more I ask such questions, the deeper the understanding I’ll have of the problem we are solving.
Questions:
1. Write the problem statement you picked.
To evaluate the wishlist and cart flow of Myntra, which includes adding a product in wishlist, searching a product in wishlist, and proceeding to move the product to cart.2. Write down why you chose the given problem.
As per the analytics of myntra, the bounce rate of the product is 49% and I believe optimising this particular flow will have an impact in the product’s success.3. Plot the flow diagram w.r.t. the problem statement
4. What did you understand from the problem statement?
For me to answer this I’ll have to understand about the industry and it’s user base in detail. Hence I’ll be writing about this in detail in following paragraph.
Understanding the problem statement:
The business — Myntra comes under the fashion e-commerce industry, Fashion e-commerce is helped by growth in several sections of clothing. Myntra, help consumers order fashion products of their choice, sitting right at their home! Myntra also integrates various technologies into their product that assist in the process of shopping.
The user base — As per the analytics 38% of the users are 18yrs to 24yrs old and 35% are 25yrs to 35yrs old. The Indian youth is the most important consumer for the company, and this age group is highly active on social media, making it the ideal platform to reach out to them. Myntra aims to provide a hassle-free and enjoyable shopping experience to shoppers across the country with the widest range of brands and products on its portal.
The scope— I will be concentrating on the wishlist and cart flows.
The Summary — Fashion e-commerce is helped by growth in several sections of clothing. Myntra, help consumers order fashion products of their choice, sitting right at their home. The Indian youth is the most important consumer for the company, and this age group is highly active on social media, making it the ideal platform to reach out to them. Hence I will be concentrating on the wishlist and cart flows.
Problem Identification:
Now that I have understood my problem statement, I started by stating the problem I can identify myself. These problems may be true or may not. Therefore they are called hypotheses. Formulating hypotheses helped me take informed directions, thereby helping me to move a step from ambiguity toward clarity.
Heuristic Evaluation:
I did a heuristic evaluation of the user flow and listed the problems related to heuristic principles and note the severity rating based on the conditions written below.
severity rating:
0 — I don’t agree that this is a usability problem at all.
1 — Cosmetic problem only: need not be fixed unless extra time is available on the project.
2 — Minor usability problem: fixing this should be given low priority.
3 —Major usability problem: important to fix, so should be given high priority.
4 — Usability catastrophe: imperative to fix this.
Intuition-Based Evaluation:
I identified a few issues till now, based on what the rule of thumb (Heuristics) says. Time to write down those issues according to my instinct.
Building Hypothesis:
Now that I have identified all problems, I attempted on solving them myself without even starting any research.
I’ll be listing all the identified problems below.
From Heuristics:
1 .Not all product cards have a similar layout.
2. There is a lot of bounce rate in buying the product.
3. Users might delete a product from the wishlist by mistake and searching for a similar product would be difficult. — error correction
From Intuition:
1 . Due to Doherty’s threshold users tend to delete items by mistake in the wishlist.
2. Users find delisting a product from the wishlist to be a little confusing.
3. A lot of touch and screen time might confuse the users.
4. users might find it challenging to access the quantity and size function.
5. viewing customer photos to be given priority.
6. different sellers have different metrics for the same size and users might get confused or disappointed buying larger or smaller fits.
7. Users might find multiple selection functionality difficult to locate.
8. users might find it difficult to revert a product back to the wishlist.
Ideating solutions for the problems:
Now that I have listed down all the problems, I will have to brainstorm solutions for these problems.
Solutions:
Not all product cards have a similar layout.
Solutions:
‘Only a few left’ can be shown on the image.There is a lot of bounce rate in buying the product.
Solutions:
Add a buy now button next to the add to bag button. And rearrange the wishlist button.Users might delete a product from the wishlist by mistake and searching for a similar product would be difficult — error correction.
Solutions:
Add a warning card after pressing the delete function.Due to Doherty’s threshold users tend to delete items by mistake in the wishlist
Solutions:
Loading status has to be shown.Users find delisting a product from the wishlist to be a little confusing.
Solutions:
On clicking the button twice the item has to be delisted from the wishlist.a lot of touches and screen time confuses the users.
Solutions:
Remove the popup card and direct the user to the detail screenThe size and quantity buttons are too small and users might find it challenging to access the function.
Solutions:
Redesign the buttons more legibly and clearly.viewing customer photos to be given priority
Solutions:
Option for viewing customer photos to be given at the start of the page.different sellers have different metrics for the same size and users might get confused or disappointed buying larger or smaller fits.
Solutions:
More insights into sizing metrics are to be provided.Users might find multiple selection functionality difficult to locate.
Solutions:
On long press multiple selections to be enabledusers might find it difficult to revert a product back to the wishlist.
Solutions:
On swiping the product container to right in the cart puts the product on the wishlist.
Option for viewing customer photos to be given at the start of the page.
Hypothesis:
Peer Review:
After I had shown the Problems and the hypothesis, my peers had given changes in both.
Changes done in problem identification are documented as change log 1, and changes done in the hypotheses are documented as change log 2.
Change Log 1:
1.)I had identified that the cards were not uniform. Therefore it must be violating the “Consistency and standards” principle. In my peer review, I got to understand that this problem was not happening to everyone and only to me.
Therefore, I removed this issue.
2.)In my peer review, I got to understand that users might forget that they have items on their wishlist.
Therefore, I added this issue to “Recognition rather than recall”.
3.)I had identified that the sizing metrics for the different seller was different. In my peer review, I got to understand that this issue doesn't come under the flow I chose. Therefore, I removed this issue.
4.)I had identified that the multiple selections of the products in the wishlist were confusing. Hence I wrote it down under intuition-based issue. In my peer review, I got to understand that this issue can come under flexibility and efficiency of use.
Therefore, I removed this issue from there and put it under those identified through the heuristic principle.
5.)I had identified that the pop-up card in the wishlist was increasing the screen time used by the user who intends to buy the product. Hence I put the issue under my intuition-based issue. In my peer review, I got to understand that this issue comes under “Minimalist design”.
Therefore, I removed this issue from there and put it under those identified through the heuristic principle.
6.)I had identified that the users might find it difficult to revert a product to the wishlist. Hence I wrote it down under intuition-based issue. In my peer review, I got to understand that this issue can come under flexibility and efficiency of use.
Therefore, I removed this issue from there and put it under those identified through the heuristic principle.
Change Log 2:
My hypothesis is to remove the popup card and direct the user to the detail screen because my assumption is that reducing the no. of clicks to purchase a product will reduce the bounce rate.
After the peer review, I came to understand that the pop-up in that section was important and cannot be omitted. It is the lack of information and CTAs.
Therefore, I modified my hypothesis to:
My hypothesis is that “the information displayed on clicking the view details button in each coupon must be represented in an easily consumable manner” because my assumption is “due to the lack of information and CTAs users might find it annoying and irritating”.
Now that I have formulated the hypotheses, I will go ahead and conduct research to understand the users and gain insights.
Secondary Research:
As a researcher, it is important to consume and indulge in insights, and learnings that already exist through various sources through industry reports, academic articles, analytics/business data that may already exist with a business, competitor research, etc.
This becomes a very important step before going and talking with users (primary research) as it helps me have a better context of the industry and its users.
As a part of this project, I indulged in some secondary research through online reports, articles, and competitor research which helped me to validate and invalidate my hypotheses.
Factual / Statistical Insights
We are seeing a 15% growth in the number of wishlists and wishlisted styles on a monthly basis.
increasing demand for wishlists especially during festive sales where the demand is easily 300% more than usual.
Behavioral Insights (Triggers/Barriers/etc.)
A wishlist by nature is read-heavy as the user might check out the wishlisted items many times before making a purchase.
The users compare the wishlisted items based on various attributes
Factual / Statistical Insights
Offers & Discounts, Ratings & Reviews are the key decision drivers for online shopping.
Behavioral Insights (Triggers/Barriers/etc.)
The buying journey is not linear, but it is progressive.
Brands are extremely important and users are loyal to certain brands.
https://uxplanet.org/how-to-improve-an-e-commerce-checkout-experience-ui-ux-case-study-e56139a6dc5d
Factual / Statistical Insights
The content on the cart page needs to visually emphasize on important product details like product name and price along with quantity as those are the most important details that the users are concerned about while reviewing their order in the cart
https://uxplanet.org/mobile-design-essentials-clothes-fashion-product-details-page-5941b32421ed
Behavioral Insights (Triggers/Barriers/etc.)
Most users are visual learners — they form an impression about the item based on its visual appearance. That’s why if you sell clothing or jewelry, you need to give visual prominence to photos.
The ‘Add to cart’ button should always be visible in a viewport. Try not to hide it below the fold since not all users will want to scroll the page.
https://lawsofux.com/doherty-threshold/
Factual / Statistical Insights
Provide system feedback within 400 ms in order to keep users’ attention and increase productivity.
Desk Research defined my research approach, and gave me a new understanding and perspectives about the research problem along with new insights. Secondary research is significant as it becomes a foundation or base further into your research process.
Primary Research:
Primary research is essentially the simplest way to come up with data to get a better understanding of the audience who I am designing for and what I would potentially plan on designing. The purpose of primary research is that it allows validating from users our ideas, design ideas, and concepts that will have a more meaningful solution for the users early on in the design process.
These types of data are through interviews with individuals or through small groups, surveys, or questionnaires. This gives insights into the behavior, decision-making, and interactions of the users with respect to the product areas. The two important points to address when conducting primary research are validity and practicality.
Target Users:
The design cannot satisfy all walks of users, Hence defining my target users would help me design a better and optimized solution for a particular target of users. Knowing my target users would help me select users for my primary research.
During my secondary research, I came across an article in medium published by Myntra UX design, this article helped a lot in understanding how to select target users.
# Product/problem that I am researching about.
Myntra# Age groups you want to target.
20 -30 (mostly around 23–27)# Gender ratio you want to research
45.2% — women, 54.8% — men. I would like to target this ratio# Occupations of the groups you want to target.
All working and college-going individuals# Type of users who use the product or problem you are researching for
Individuals who plan on buying fashion products from the comfort of their homes.
The reason I chose this particular demographic is users of this age who are working will want to save money, run their daily livelihood, pay off monthly bills and etc. when they get time to surf myntra, it's not likely that they would buy off a product immediately. They tend to use their wishlist. and it’s the company’s responsibility to make sure that the users utilize the wishlist feature to its fullest.
Finding Users:
At this point, I created an online survey, to filter users for interviews. This survey wasn't meant for collecting data points.
Google forms clicking this hyperlink will take you to the online survey.
I got 27 responses, out of which 23 of them were ready to have a user interview. I had to shortlist 5 users out of the 23 because of time constrain.
1. Niveditta
2. Rayna
3. Abirami
4. Mukesh
5. Manasa
They were the shortlisted users. I shortlisted users based on the article myntra published on Medium.
Tasks to be performed:
Before I approached the user for testing the user flow, I made a list of tasks that I asked the user to do in order to check for the usability of the user flow.
Tasks:
1. Wishlist a product.
2. Delist the product.
3. Go to the wishlist.
4. Increase the quantity of the product and checkout.
5. Change the size and quantity.
6. Do a multiple purchase session.
7. Put multiple products on the wishlist.
8. Delete multiple products from the wishlist.
9. Send a product to the wishlist from the cart.
Observation Points:
1. Wishlisting pattern.
2. No.of products on the wishlist.
3. How they use the wishlist.
4. Actions they do in the wishlist.
5. Actions they do in the cart.
6. No.of items in the cart that are not purchased.
Probing Questions:
1. What are you thinking as you look at this?
2. What is your impression of this product/feature?
3. What do you think this product/feature does or will do?
4. Where do you start?
5. When and where do you think someone would use this product/feature?
6. What do you expect to gain from using this product?
7. What would keep you from using this product?
8. Do you feel this product is similar to another one?
9. Do you trust this product?
User #1
User name
Niveditta UmasankarOverall initial observation of the user
Buys clothes online from myntra and ajio.
Prefers ajio for its better sizing and quality metrics.
Not an impulsive buyer, uses wishlist alot.
Items that are filtered through wishlist are kept in cart.
Not all cart items are bought.Insights from probing questions
Nivi spends around 1000–2000rs per checkout session.
Loyal to ajio due to multiple bad experiences with myntra.
Was a regular customer to myntra.
Has returned more than 5 products in myntra due to sizing and quality issues.
Recommends ajio to friends and family.
Uses wishlist often.
Has around 228 products in wishlist.
Does not know when a product in wishlist goes out of stock.
Does not know when a product in wishlist has an offer.
Compares products in cart.
Cart never empty.
User #2
User name
RaynaOverall initial observation of the user
Rayna does shop online once in a month, but if necessary she does buy again.
Had a bad experience while shopping clothes in myntra, since the she prefers to buy in retail stores.
Prefers amazon and has been loyal to it since 2013. Also has prime membership.Insights from probing questions
Rayna spends arround 500–3000 Rs per checkout page.
Loyal to amazon because of prime member features, and variety of prices to choose.
Had faced a bad experience regarding sizing issue in 2020. And since then hasnt bought any clothes online.
Recommends myntra because of its variety and affordability.
Does not use wishlist, because she buys a product only there is a necessity.
Considers wishlist feature not effective for her because she forgets about her wishlist even when she has added few products into it.
User #3
User name
Abirami PalaniOverall initial observation of the user
A frequent buyer from myntra. Uses myntra 2–3 time a week.
Spends all the time going through wishlist.
Uses wishlist all the time.
Trusts myntra.Insights from probing questions
Abhi spends around 2000–3000 Rs per checkout session.
Prefers Myntra than H&M, Sheen, Meesho, because Myntra has Varieties and is Budget friendly.
Prefers mobile when shopping alone, and prefers desktop when shopping with family/friends.
For Abhi wishlist is an essential feature in any online shopping platform.
Has around 300 items in wishlist.
Has no idea when a product goes out of stock.
Has no idea when the product has an offer.
Review page is considered essential while wishlisting and purcasing a product.
Customer photo review might not have enough clarity to judge.
She feels that myntra has a very comfortable design system.
Often forgets the wishlisted price and thus fails to compare it when offer arrives.
User #4
User name
MukeshOverall initial observation of the user
Uses ajio and myntra equally to buy clothes and shoes.
Doesnt use wishlist.
Not an impulsive buyer.
Shops clothes once in 3 months. As his work demands to be in sea every 3 months.Insights from probing questions
Mukesh spends 2000rs on an avg. per checkout session.
Compares ajio and myntra while shopping.
Lot of them has suggested ajio for its exclusive brands and quality.
Uses wishlist but buys product in wishlist w=very rarely.
Buys products in offer.
Discounts and offers have more priority than choice.
Loyal to amazon for its membership and ecosystem.
User #5
User name
ManasaOverall initial observation of the user
Buys clothes bags and shoes online from myntra ajio and amazon.
Prefers amazon because of prime membership.
Uses wishlist alot.
Explores products in freetime and wishlists.
Window shops her wishlist often and puts the product in cart.
Has a lot of products in cart and tends buy few out of them.Insights from probing questions
Manasa, spends around 1000–2000 rs per checkout session.
Loyal to amazon because of prime membership.
Has used myntra and likes the user experience.
Buys clothes occasionally online.
Likes amazon for its cheaper price and membership advantages.
Hates amazon for not having a community, its user experience.
Scared of myntra because of its quality, sizing issues, and when product doesnt look like the sellers image.
Influencers matter to her, and buys a product when a person she trusts suggests it.
Waits for offers to buy.
Cart always empty.
At this stage, I collected insights about the users and their behavior as well. Now I have a better understanding of the behavior and mindset of the user.
Validating Hypotheses:
At this point with additional data from secondary and primary research, I identified more problems. hence I had to make a few more hypotheses and validate all the hypotheses with data.
I have documented the validation of hypotheses in notion, and I have provided the link below.
Notion Link, click on the link to open the notion document.
Ideation:
Here have converted most all the validated problem statements into How Might We questions(HMWs) because it’s much easier to Ideate HMWs. Then I followed Crazy 8’s technique to come up with solutions for each HMW.
HMWs:
1. Users get confused and overwhelmed on seeing a lot of actions to be performed in purchasing a product
HMWQ: How might we help users reduce their confusion and give more clarity in buying products?
2. Users are scared to buy apparel and shoes online as they don't trust the platform and sellers.
HMWQ: How might we help users to trust the products and the sellers they plan on buying?
3. Users find delisting a product from the wishlist to be a little confusing.
HMWQ: How might we help users from deleting products by mistake in the wishlist?
4. Users might find multiple selection functionality difficult to locate.
HMWQ: How might we help users and give more clarity to multiple select products more efficiently?
5. Lot of navigation and screen time confuses the users while using the wishlist.
HMWQ: How might we help users browse products in the wishlist more effectively?
6. users might find it difficult to revert a product back to the wishlist.
HMWQ: How might we help users to revert to the wishlist more efficiently?
7. Users had to check for price changes for every change they did, and they found it more difficult when their cart had more than 5 items in it.
HMWQ: How might we help users to visualize the total payable amount efficiently with ease to work on the cart?
Crazy 8 Technique:
How might we help users reduce their confusion and give them more clarity in buying products?
1. shortening the time they spend on buying a product.
2. buy now button.
How might we help users to trust the products and the sellers they plan on buying?
1. Prioritizing customer photo reviews.
2. better sizing metrics
3. seller rating and seller information
How might we help users from deleting products by mistake in the wishlist?
1. error prevention card like amazon.
2. a better definition of the delete button.
3. delete button placement to next to add to bag.
How might we help users and give more clarity to multiple select products more efficiently?
1. long press to select multiple.
2. check box marking on the top right corner of all cards
How might we help users
browse products in the wishlist more effectively?
1. Defining the pop-up properly.
2. Provide a view product button
3. Provide filter options in the wishlist to prioritize between wislisted dates, discounts, low-high, and high-low.
How might we help users to revert to the wishlist more efficiently?
1. Slide the product card to the right to add to the wishlist.
2. prompt to show the functionality.
How might we help users to visualize the total payable amount efficiently with ease to work on the cart?
1. To visualize the payable amount in the bottom unfoldable card near the place order card.
2. To make the item selected title unfoldable with a better display of the payable amount.
Brainstorm:
Brainstorming is where I got my ideas reviewed and prioritized so that I can finalize the ideas that I can work on.
Finalized Ideas and Reasons:
Add a ‘Buy Now’ button on the details page
Buy-Now is a straightforward button and users who are familiar with Amazon#1 and Flipkart#2 get confused when they want to execute a purchase action.
Prioritizing customer photo reviews on the details page
In a user interview, Rayna was skeptical about purchasing clothes the shoes online due to her past experience, this is action is not being executed purely because of trust issues. Users need more insights about the product to gain its trust. Though customer photos have already been implemented, Users should be able to view them in plain sight rather than search for them.
error prevention card on the wishlist page
When users remove a product from the wishlist, myntra takes a few seconds to refresh. Since there is no status shown, users get confused and tap on the remove button again. Eventually, when the page refreshes 2–3 products were removed, which weren’t meant to be removed. According to Doherty’s Threshold, a loading screen can be given and According to Heuristics error prevention card can be given.
Delete button next to add to bag CTA on the wishlist page
The removal of the product card from the wishlist is not usable. Most of the users experience the wrong touch,(i.e) They intend to touch the remove button but instead end up opening a pop-up.
checkbox on the top right corner of the wishlist page
None of the users knew about multiple selections in the wishlist. I feel that the feature is very essential but the way it has been presented is not usable to the user.
Providing sort options in the wishlist to prioritize between discounts, low-high, and high-low on the wishlist page
Most of the female users end up having more than 250 products on the wishlist. Abirami has around 300 and Niveditta has around 228 products on the wishlist. When products in the wishlist are listed in discounts/offers, users are not notified. When they are in low stock, users are not notified.
Providing more insights in the pop-up on the wishlist detail page
Initially, when I looked at the wishlist pop-up, I thought it was unnecessary to have a popup confuse users. users weren’t clear on where to click to navigate to the details page. but during the peer review, I understood they help in a window shop in the wishlist. So I decided to have a ‘View Item’ CTA and Customer photos since users window shop here.
Providing a view product CTAProviding a view product CTA in the wishlist detail page
Initially, when I looked at the wishlist pop-up, I thought it was unnecessary to have a popup confuse users. users weren’t clear on where to click to navigate to the details page. but during the peer review, I understood they help in a window shop in the wishlist. So I decided to have a ‘View Item’ CTA
Slide the product card to the right to add to the wishlist on the cart page
Only users who were well versed with myntra use the revert back to wishlist option on the cart page. and sending back a single product required multiple actions/touches.
To visualize the payable amount in the bottom unfoldable card near the place order card on the cart page
Niveditta and Abirami put around 10–12 products in the cart and from there they compare the product and they eventually purchase 2–3 products. Currently myntra displays the total payable cost at 2 regions. one being the usual at the bottom of the page, and two on top of the product cards. but when the users scroll both the indication of the amount disappears. when changes are made to products in the middle order, the amount indicated is not visible.
Revised User Flow:
I have pasted the link for the revised user flow.
User flow, click this link to open and view the revised user flow.
Wireframes:
Low Fidelity:
High Fidelity:
Designing the Interface:
Moodboard:
Before I start creating the new screens in Figma, I had to create mood boards for the solutions I have planned on implementing. To start creating the mood boards I took inspiration from some of the existing apps out there to understand how they are made and how they can be aesthetically pleasing or if you can get some cues about how to make the usability better.
New Screens and Revised User Flow:
Peer Review:
Before I took the prototype to users, I showed it to my peers and asked them to use it. I took some of their suggestion to change a few things in the prototype and documented it.
#1 Change made:
Designed a static overhead bar beneath the tool functions.
Reason:
The wishlist button and add to wishlist button are similar(identical) causing confusion.
#2 Change made:
Adjusted the size of the bottom static bar, changed the price alignment, colored the view details, and added an ‘i’ icon.
this set gives more curiosity to the users to interact with the price.
Reason:
Pricing (view details) doesn't look clickable.
#3 Change made:
Changed the color of the tab to light pink to Myntra’s iconic pink
Reason:
The color of the undo tab doesn't match Myntra’s design system
Prototype:
I am posting the Figma prototype link below.
Prototype link, Click on the link to open and experience the prototype.
Usability Testing:
Tasks Users have to perform:
1 . How would you go about sorting products in your wishlist?
2. How would you go about purchasing a product?
3. How would you go about deleting a product from the wishlist?
4. How would you go about deleting multiple products from the wishlist?
5. How would you go about purchasing a product from the wishlist?
6. How would you add an item to the wishlist from the cart?
Points to observe:
1. How do users interact with the features in the revamped prototype?
2. Users explaining how important a feature is or how it is not usable for them?
3. Check for their expression.
4. Check where the users get confused.
Probing Questions:
1. What are you thinking as you view [specific page or feature]?
2. If you were looking for [information], where would you expect to find it?
3. How was the experience of using the product to complete this task?
4. What are your thoughts on the language used?
5. How easy or difficult was it to navigate?
6. What are your thoughts on the design and layout?
Users for testing prototype:
Achuth
Manasa
Priyanka
Mukesh
Ahilya
The Interview:
User #1
User Name
AchuthOverall initial observation of the user
1. Achuth has around 12 products on his wishlist and felt sorting the wishlist wasn’t for him. And stated that it was a very good observation and a very good solution.
2. Having customer photos in plain sight was a very good solution, and he often views customer photos.Insights from probing questions
1. Overall experience is rated 4/5.
2. Most confusing task was reverting products back to the wishlist.
3. Rates 4.5/5 for the ease to navigate through the prototype.How did the solution work for the problems they faced?
1. Achuth had a lot of out of stock products ion wishlist, multiple selection helped him a lot in removing those products.
2. Achuth is a user who looks for recommendations, reviews to gain trust for the product, and customer photos in plain sight was an useful solution.
User #2
User Name
ManasaOverall initial observation of the user
1. Manasa felt the payable amount was a nice solution to be implemented, since she’s a loyal customer of Flipkart, she found this feature similar
2. She felt the swipe to wishlist sol. Was unnecessary.Insights from probing questions
1. Overall experience is rated 4/5.
2. Most confusing task was reverting products back to the wishlist.
3. Rates 5/5 for ease to navigate through the prototype.How did the solution work for the problems they faced?
1. Delete button on the product cards in wishlist was small, faded and not usable. 2. Often when she intends to interact with the remove button it opens the product pop-up. Now since, its distinct and placed properly she feels the functionality is more usable now.
3. Often while she interacts with the remove functionality in wishlist, she ends up removing more than what she wanted to remove, and having this undo card helps her revert back thoes products which were not meant to be removed.
User #3
User Name
PriyankaOverall initial observation of the user
1. Priyanka felt sorting is very useful and helpful, since she has around 126 products she felt sorting would be very efficient in handling and utilizing the wishlist
2. Priyanka has never realized about the amount payable indicator in the current application.Insights from probing questions
1. Overall experience is rated 4/5.
2. Expected to see customer ratings along with customer photos, when she saw customer photos in the wishlist.
3. Most confusing task was reverting products back to the wishlist.
4. Rates 4.5/5 for the ease to navigate through the prototype.How did the solution work for the problems they faced?
1. Since, priyanka has around 120 products, she finds it difficult to browse all her products in her wishlist. whe n few products are in discount she might not know which all products have discounts. This sort feature helps her in sorting her wishlist for her ease to browse through wishlist.
User #4
User Name
MukeshOverall initial observation of the user
1. Mukesh felt the customer photo was a nice solution, but he say for sure what was missing he felt the pop-up was incomplete.
2. Mukesh felt multiple select solutions are much better and usable, he realized that myntra had multiple select features only after our user interview.Insights from probing questions
1. Overall experience is rated 5/5.
2. Most confusing task was reverting products back to the wishlist.
3. Rates 5/5 for ease to navigate through the prototype.How did the solution work for the problems they faced?
1. Mukesh who looks for recommendations, reviews to gain trust for the product, and customer photos in plain sight was an useful solution.
User #5
User Name
AhilyaOverall initial observation of the user
1. Ahilya found sorting in the wishlist is a necessity.
2. Never realized myntra had multiple select options, and felt this feature was a real blessing.Insights from probing questions
1. Overall experience is rated 4/5.
2. Ahilya felt the error correction card after deleting multiple products in the wishlist could do better.
3. Most confusing task was reverting products back to the wishlist.
4. Rates 5/5 for ease to navigate through the prototype.How did the solution work for the problems they faced?
1. finds it difficult to browse all her products in her wishlist. whe n few products are in discount she might not know which all products have discounts. This sort feature helps her in sorting her wishlist for her ease to browse through wishlist.
Changes Made in the final prototype:
#1 Change made:
Adjusted the size of the bottom static bar, changed the price alignment, colored the view details, and added an ‘i’ icon.
this set gives more curiosity to the users to interact with the price.
Reason:
Pricing (view details) doesn't look clickable.
#2 Change made:
Changed the color of the tab from light pink to Myntra’s iconic pink.
Reason:
The color of the undo tab doesn't match Myntra’s design system.
Updated wireframe:
Updated UI:
Final UI:
Final Prototype:
I have posted the updated Figma prototype link below.
Updated Prototype link, Click on the link to open and experience the prototype.
Future Scope:
- The back-to-wishlist in the cart screen can be optimized and worked upon.
- I believe all designs are not perfect, mine are too. There is room for improvement, one such improvement can be done in the types of sorting of products in the wishlist.
- Notifications for out-of-stock products in the wishlist.
Key Learnings:
- Dive deep into problems: The problems defined were surface level and we should have defined them in more depth
- Finding the root cause of the problems and not solutions backward.
- Scope down the problem brief considering the time constraint.
I have attached a link to my figma and figjam files.
Figma, Figjam Clicking on the links would lead to their respective webpages.
Post-Case study Realisations:
- The Buy now CTA was not there for a reason because the company has to pay apple 30% of their in-app purchases. Hence, users who do purchases in myntra, from iOS devices, technology makes the company pay 30% of their payable amount to apple.
Thank you for reading the case study! I would like to thank my mentor UX Anudeep for guiding me in this project. This project was completed in 2 months.
If you like this let me know in the comments! All feedback is appreciated
Feel free to reach out to me at inandha97@gmail.com or on Linkedin
