Website redesigning

Qtrove.

The shop for good things

About Qtrove

Qtrove is a curated marketplace that exhibits and sells natural & sustainable products from passionate entrepreneurs across the country.

• Qtrove is a relatively new website in the industry. It is using the platform “shopify” to run its website. Therefore their server is based in Vancouver, Canada. They added their first product on March 14, 2016 and have been updating their website on a regular basis. The website has on an average a traffic of 100k+ visits/month. During lockdown they saw a surge of traffic rising up to 500k+ visits per month during April. Their top selling product is tea followed by combo packs and soap.
• Almost all of their traffic source is through search and direct media, which means they are not focusing much on advertisements. Them still getting traffic, thus shows that there is a demand for such a market and they are currently filling that gap.
• They have added an approx. of 1300+ products in the month of July which shows they are committed to growing.
• They are using the Font Museo Sans and the theme ‘Live’ by shopify. Going ahead there are certain concerns we have for the website relating to- Scalability, Page speed,
• The large content colours take up 19.4 seconds to load, this time period is huge and will just make the consumers with low internet speed, exit the page. The background of the website is white making the webpage look common and a bit dull.
• Going ahead a number of bugs and glitches further lower down the experience.

Vision

• Help consumers make the switch to a natural and sustainable lifestyle.
• To raise a community where every interaction creates a chain of good karma.

Mission

• To build an empowered ecosystem where local sellers are driven by passion and purpose.
• Curate the best of natural, sustainable, chemical-free products made by passionate sellers.

Benefits for the consumer

• We curate the best products from handpicked sellers across categories for today’s busy but conscious consumers.
• We give you access to a cleaner, safer, and healthier lifestyle through our natural and sustainable products.
• We don’t focus on mechanical clicks but bring back the joy of shopping for you, your family and friends.

Benefits for the seller

• Unlike unsustainable discount-focused e-commerce companies which gives transactions, we give you sustainable sales and sticky customers.
• We empower local sellers and artisans that produce natural, chemical-free products made with passion and purpose.
• We present you, your products ,and your story to our consumers.

Strategizing

Understanding the stakeholders

1. Curators (Qtrove) — Work environment with proper technology, increase in growth and awareness about the App, convincing the sellers and creating brand loyalty.
2. Consumers — Good quality products , ease in payment and timely delivery of products.
3. Retailers — Trust towards brand, Trustworthy delivery partners, timely payment
4. Delivery Partners — Proper Location of the vendor as well as the customer.

Competitor Analysis

Main competitors for Qtrove would be Modicare and Keva.

• Modicare is a wholesale dealer for skin care, food and beverage products. Modicare is headquartered in New Delhi, Delhi. Vikas Arora is the CEO of Modicare. Modicare’s main competitors are Qtrove, Keva and Bagla Beauty Care.
• Keva is a manufacturer and producer of personal care products, household products, dairy products and other related items. Keva is headquartered in Mumbai, Maharashtra. Kedar Vaze is the CEO of Keva. Keva has raised a total of $23.4M in funding. Keva’s main competitors are Indfrag, Natural Remedies and Venkatesh Natural Extract.
• Qtrove is an online platform that offers organic products such as skin care, soaps, lotions and beverages. Qtrove’s headquarters is located in Inn Bangalore, Karnataka. Qtrove generates $1 in revenue per employee Qtrove has raised a total of $51.6M in funding. Qtrove’s top competitor is Modicare, led by Vikas Arora, who is their CEO.

Understanding the existing interface (website)

• There are a lot of colours and modules used in this website, they take up both a lot of data to load and disperse the attention of consumers making it difficult to focus on a certain aspect. The pop-ups just add on to this pre-existing issue.
• The images of the products differ from seller to seller. No format is followed. The brand is known for no white background images but few of them are still using it.
• The icons on every page have a different style. The illustrations and the icons have different color schemes/styles.
• Most of the pictures are blurred or stretched.
• The style/format of the website keeps changing.
• Instead of writing again about the free shipping we can have a profile for sellers.
• When you scroll down they have mentioned the categories is a huge paragraph. This can be confusing for the consumer to look at/search.
• It has random advertisements coming up while you are searching. It does take the consumers attention but it also cuts the information they are looking at.
• The sub-categories mentioned under the category ‘Shop by concern’ is not really needed. It can be segregated under the other categories. It is taking a lot of space as well.
• The membership plan they have for free lifetime shipping is not really done well. The prices don’t make any sense.
• The way they have written about the curators and their photographs is not working and can be done in a better way.
• We have an option of liking or disliking products. But if we like the products we can’t really see anywhere.’
• If we open the website on our phone the ‘FOR YOU’ option is quite disturbing as it cuts the information we are looking at.
• Few texts are overlapping.
• When we search for a product they don’t have any option for the next group(like 1,2 or last page). We have to keep on scrolling down.

Understanding the existing Interface (App)

• The images on the app are not adjustable and stretched according to the screen. But when you proceed to checkout the image is normal.
• They don’t have an option for selecting sub-categories.
• The grid for the information is not used properly.
• The icons and the text are overlapping.
• No balance of negative and positive spacing.
• The background images with the product images are confusing.
• When you open the menu. Few of the text is cut.
• No option to view the sellers.
• When we click on a sub-category and when we go back it takes us to the list of categories instead of the list of sub-categories.

Analysing the needs to the brand vs the customer

• Customer:

1. Good quality products with guarantee.
2. Wide range of products.
3. Availability
4. Price range
5. Good customer care
6. Authenticated sellers
7. True reviews and feedbacks
8. A friendly app/website

• Brand:

1. Revenue
2. Recognition
3. Customers loyalty
4. Authenticated sellers for a good reputation.
5. Good feedbacks and reviews

Customer analysis

• Age — 18 to 45
• Gender — Male/Female/Other
• Needs — Organic/Eco Friendly products
• Geographical Location — India
• Habits — Health care, organic things
• Socioeconomic background — Middle class and upper middle class

Discussing the scope of the User Experience

Understanding 1 million micro-interactions:

• The website has a 24*7 chat box available where customers can ask or complain about the products.
• They have a huge range of subcategories /products, they have mostly covered all kinds of products a customer might need. And they all are sustainable and organic products.
• They also have a FAQ section which the customer can go through.
• The website has also provided them with contact information which includes the email ID, whatsapp number and address.
• They have provided the customers with Privacy policies, return and refunds information and other privacy guarantees.
• The information about the products has a ``know more” and ``know less’’ option which is very convenient as a consumer can read more if he/she is interested or can skip reading unnecessary information.
• They have included almost all the pin codes of the country which most of the websites cannot provide with. (depends on the product)
• Problems in the existing website

Home Page

Existing Interface

· Products:

· Seller of the week

· Pop ups

· Banner

· Weird image display

· Stretched images:

Proposed Interface

• The website can have a specific colour scheme instead of using a lot of colours which will make it easier for the consumer to load the site.
• With the colour scheme they can also have a specific format for the images and the information about the products and sellers.
• Instead of having two options for free lifetime shipment they can have one option to meet the sellers. It will include all the sellers on the basis of the categories of the products they sell. Here the customer will be able to see the story about the seller/products they sell/reviews and more. This is also helpful as the customer will have more information regarding the seller and authenticity.
• They can provide a specific requirement for the sellers to upload their images so that the images aren’t blurred or stretched. This will also help in organizing the platform well.
• Instead of using different styles it is better for them to stick with one to make the website look good and friendly.
• They have an option to like (swipe right) and dislike(swipe left) the products (under for you) on the mobile app. They can add a option of superlike where the product will be directly added to the wishlist.(swipe up)
• Instead of having a bulk of categories they can remove it and use it when a person is buying a product. They can have a option to see the similar products or also search for what is trending among other customers.

Information Hierarchy

1. Product

• All Categories
• Type
• Price Range
• Sort by

Seller

Price (High to low/low to high)

2. Availability

• Pin codes
• Stock

3. Image

• Authenticity
• Quality

4. Price

• Worth

5. Offers/Coupons

• Upcoming
• Availability

6. Rating

7. Reviews

Final prototype Qtrove

• Netal Jain

Student of Unitedworld institute of design . Department of visual communication. This article is on the assignment of redesigning of uiux of an existing platform. This article is made together with Aditi Pugalia.