Subscription Box for Myntra — CaseStudy

What if Myntra knows how you want to dress, before you?

Problem statement

A surprise box with articles curated by Myntra for clothing and accessories tailored to a consumer’s preferences, delivered in a seamless fashion with the added delight of discovering something new.

Introduction

Myntra is one of my favorite apps mainly for two reasons “the quality” and “experience they provide from selecting to delivery”(even the returns😋). But I think it is also due to the fact that I am addicted to online shopping and so do many of my female friends.

Well, I think it will not be wrong to say that basically women have also fueled demand for better mobile apps for clothing and accessories. Only 22 percent of male respondents frequently do shopping on mobile devices compared to 40 percent of women. So, noting these facts, I have designed a subscription feature specifically for Women, which could be optimized for others later. Hence, we can roll out the product in parts.

Why Subscription?

But before that “What is Subscription business?”🤔

A subscription business is a company that sends you a package, usually once a month, of items they’ve picked out for you.

The most crucial reason for why companies are opting Subscription business is that retail tastes have changed. It’s not enough anymore just to give consumers what they’re looking for if they know what they want they can get it with a click any time. To get a consumer excited, you have to offer something they’re not expecting and subscriptions are an ideal instrument for a surprise.

Now lets see why would a customer take subscription for clothes?

Either the customer doesn’t want to invest time and take stress on what to wear. Which means the customer needs “convenience.”

Or your customer is a “trendy” one and wants to remain updated with the latest fashion.

What is trendy to one,💃🏻 may not be trendy to another?😕

So the subscription plan revolves around personalization giving a pair of clothes according to the Latest trend, type of clothing they like, their body type, weather condition at their location, month, season, etc.

Project Goals

1. Create a premium membership plan for premium users (because every user may not be willing to pay the initial price) which feels exclusive and classy.
2. Customize it for the particular user and keep updating it according to the latest trend and their changing taste. (Personalization)
3. Build a feeling of trust in the user’s mind, that they are getting a quality product and after assurance, they are paying.
4. Making the user hooked to subscription such that they can’t deny the box of latest trendy clothes that exactly fits their body and taste.

User Story

Detailed Process & Screens

1. Entry Points

Feeling of curiosity and excitement created which triggers the user to go and see what’s inside.

2. Main Page

Giving a feel of premium subscription and building trust. Reducing complexity for the customer by providing a step-wise process. Also, on scrolling, they’ll get to know all other relevant information to better understand the system.

3. Personalization

Profile building in order to personalize their choices. Ask question-related to-

1. Measurement (Tell them to leave blank if they are doubtful)
2. Sizes they wear from different brands.
3. Which part they are comfortable showing off. (4th screen)
4. Which color/texture they avoid.
5. Which fabric, brands they prefer. (Basically, Myntra’s all sorting options)
6. Styles they prefer (This will change with the latest trend) (5th screen)

Make them feel you really understand through indirect conversation. (First 3 screens)

I have also focused on the interaction of users here because this process is little time taking. There are high chances user leaves it in the middle so to avoid that-

1. I have used a Progress bar which tells how much is left.
2. Radio buttons for single correct and checkboxes for “one or more”.
3. Tinder-like swipe experience through which users can tell likes, dislikes, and super likes. (although this interaction can’t be given directly so either an onboarding or some like/dislike buttons should be given initially.)

Personalization

4. Payment Flow

I wanted to ease the mode of payment such that the customer pays only when he keeps a particular item. So, I explored different payment models that could provide a similar experience.

In the case of wallet for Myntra Subscription box, the amount for clothing is quite large and the customer has to recharge there wallet from time to time.

If we think about Netflix like a subscription plan🤔. Then it would be inconvenient for customers as the money would get deducted before they get the service. Also, Myntra has to refund for those the clothes they return.

So — —

The payment plan should be such that once the customer decides “what to keep/return” payment deduct accordingly. This could be done if we link the user’s bank account.

But the only problem with that is if the customer tries any fraudulent activity after delivery of clothes then Myntra would have to bear the loss.

In order to solve this, I thought to take a refundable amount from the customer(Security money) which will be around 80–90% of box value. Assuming Myntra can bear that much loss to start this feature.

You can set delivery date and time and accordingly it will come in the following months. Providing a seamless process and using Myntra’s similar interaction.

This interaction of date choosing is useful here because our customer usually prefers starting dates which can easily be chosen from here.

4. After subscription and before the box arrival

You cannot see the items of the box before arrival you only know the count of items of clothing and count of accessories. Some details can be seen when your surprise box has been packed.

Before packing & After packing

5. After box arrival

When the box arrives app asks you “Do you want to return any item”. If the customer didn’t reply until 1-week, the money will be deducted automatically from the customer’s account. Later, providing the latest trends to select a preference for next month.

Return process works like given below:

Key Points:

1. The user needs to pay only for what they keep and return the rest.
2. Cancel membership anytime, and you will get a refund. (Security money)
3. I haven’t included trial kind of version (although I know people want to try something to feel comfortable to product) but here, the normal audience knows about the quality of Myntra means no quality check needed. Secondly, the amount taken is refundable which basically forces the customer to try this.
4. I haven’t included for someone else because this is customized for that particular person and according to her taste, wishlist, previous searches, selected trends. If we include for someone then there are a lot of problems and wishlist and recent searches can’t be taken into consideration.

Prototype

Edge Cases

1. Customer who is leaving the Platform- Suppose a customer is moving to a new place and decides to cancel the subscription. First of all, ask them why they want to cancel.

Give a solution to their problems. Example: If the person is leaving town tell to change shipping address instead of canceling the subscription. Try to retain the customer.

If then also they leave, later tell them what they are missing. Like, today your surprise gift got this for you. This could be yours if you were still subscribed. This will make them jealous and trigger them to subscribe again.

3. If a person wants to make customize subscription plan because he has more budget — (Assume more than 8000)

I haven’t given an option for increasing the frequency of the box as I think this would increase operation cost for Myntra for extra for delivery and returns. Instead, I have given options to increase the number of items per box. An extra feature can be provided which asks the user for their budget. If she has a budget greater than Rs8000 she can have a customized plan.

4. In case the customer doesn’t know the exact measurements of their body. We can make the question optional for them and later in the first subscription box we can provide a measuring tape.

This can be unique selling point.🤩

But, for the first package, we can ask them the brand and size they wear.

Summing up

No matter how many systems exist, there is a way to make yours stand out from the crowd. User experience as your user wants, quality product, easy interaction and pleasant UI design can be an effective way to engage the user.

Thank you for reading my case study. Feedback and suggestions are welcomed!

+1 Clap, +2 Claps, +50 Claps!👏🏻

Want to learn more?

Want to get an industry-recognized Course Certificate in UX Design, Design Thinking, UI Design, or another related design topic? Online UX courses from the Interaction Design Foundation can provide you with industry-relevant skills to advance your UX career. For example, Design Thinking, Become a UX Designer from Scratch, Conducting Usability Testing or User Research — Methods and Best Practices are some of the most popular courses. Good luck on your learning journey!