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UX Diaries

8 min readSep 5, 2020

PAKIZA WEBSITE REDESIGNING | UX STUDY

Studying the current digital platforms of Pakiza and redesigning one as part of a class assignment.

Brief

My partner and I have worked on a website for Pakiza which we were surprised to find out is only an informative and not an e-commerce website. Since there are many problems with the current interface, there is always space for improvement and there isn’t a better platform to get practice from.

We studied in detail the brand, its stakeholders, competitors, mission and values. We also analysed all the data and content that the Pakiza digital platforms provide. We decided what all we want to keep and accommodate and what all to change. Then went on to work on the information hierarchy, navigation flow, style guide, wire-framing and finally the prototype.

Disclaimer: It must be pointed out though, that we have only just designed an independent prototype, it has not been put to use and that it is only for our personal learning purposes. This not affiliated with the organisation of Pakiza in any way.

BRAND STUDY

Pakiza is a traditional brand reckoning with quality and affordability. Keeping this as the crux, the re-imaging of the brand was done to attract the younger generation as well as new consumer groups for their products ranging from lifestyle to accessories to grocery.

Pakiza has excelled in the retail business through its innovative and revolutionary thinking and most importantly for taking the retail Industry in Madhya Pradesh to another level.

It has not only synchronized the industry but has also given a whole new definition to it. The foundation of this multi brand Pakiza, is based on emotional connect with the consumers. It is a brand name reckoning with quality, affordability and trust since 1975.

STAKEHOLDERS

Pakiza

Customers

Stores- sufficient material, inventory check

Employees- safe work environment, timely payment

Shareholders

Delivery Agents

Client Brief- To create an attractive website and have active social media presence and also to refresh Pakiza as a Gen-X brand.

COMPETITORS

Easy Day

Big Basket

D-mart

Reliance Fresh

Reliance Trends

Amazon

VISION

Pakiza Retail is all set to have national presence in the coming future and revolutionize the retail industry with its novel and innovative approach. It has a clear vision of collective growth considering following aspects:

Customers- establish a trust based relationship with its customers, quality products, timely delivery, secure/easy payment gateway, authenticity of products

Associates- set up bilateral understanding with the associates,mutual growth, serve associates with concrete future plans to generate growth and confidence in the ventures.

Employee- provide a platform where everyone works like a professional, communicates like a friend and lives like one family. Individual growth is taken on priority basis to inculcate entrepreneurial skills. safe work environment, timely payment

Society- Pakiza has been a stimulus for an absolute and affirmative change in the society where it functions. As it has enabled every single individual to aspire to shop. Pakiza has given a new definition to shopping with the idea “anyone and everyone can shop”

Nation- Pakiza has core belief to have a robust working management to contribute in the consistent development of the domestic economy through generation of employment and improvement in the living standard of the people.

MISSION

To set Pakiza as an example of a brand which innovates new concepts and takes initiatives for their execution, which understands needs and puts an effort to serve them genuinely, which plays in number and not in revenue, which has trust as its base and has maintained this through generations.

Strategy- Creating user-friendly website and building interaction on social media with informative and viral posts.

Objective- To establish Pakiza as Mail for youth and maintain brand recall value.

Target Audience- The foremost target audience is the youth and all those who prefer quality with affordability.

SWOT ANALYSIS

Strengths

A vast variety of stuff available under one roof
Everyday low prices, which attract customers
It offers a family shopping experience, where the entire family can visit together.
High brand equity enjoyed by Pakiza

Weaknesses

Does Not have all the best brands
Website is humongous
Website is only for information with bad layout and pictures
It’s only available in MP

Opportunities

Make a user friendly website to sell their products online
A lot of scope in Indian organized retail
Increasing mall culture in India.
More people these days prefer to visit big stores where they can find large varieties under one roof.

Threats

Competition from other value retail chains such as Reliance (Fresh and trends), D mart and Big Basket.
Unorganized retail also appears to be a threat to their business.
A large population still prefers to visit local convenient stores for daily purchases.

IDENTIFYING PAKIZA WEBSITE FLAWS

1. Poor Colors, Fonts & Contrast

Many fonts, no color palette
Space is not used properly — the header is given a lot of line space
Multiple backgrounds are used as we scroll down
Lot of circles are used that aren’t needed
A lot of animation is done. There’s always something happening when we hover on ANY button

2. Lack Of Clarity

Cluster of information crying for attention
Everything is just floating and coming up from different directions
Really big icons and shapes

3. Poor Navigation

4. Excessive Pop-ups

5. Inconsistent Design

6. Poor Image And Information Content

7. No proper Names for the Product title

8. The Payment mode is Included even though we can’t purchase anything from the website!

PROBLEM ANALYSIS OF EACH PAGE:

HOME

Lots of space being wasted, no layout.
Pathetic choice of colors
The worst navigation flow to put on your home page
In the home page as we scroll down everything just floats from somewhere and comes onto the page.
A lot of unnecessary information is put in the home page.

ABOUT US

Still better than the others
Gave a bit better information and wrote on point context.
The hierarchy that they added to about us is also fine but still a lot of negative space and colors are very disturbing to watch on the website.

OUR PRODUCTS

Doesn’t take us to a new page.
Everything floats and appears from different directions.
Too much space is used.
The images don’t have a proper background, also they are just placed, it doesn’t let us select the image.
The pictures are not good.
Same information about tailoring at every page.

SUPER BAZAAR

Bad division of products.
Floating and pop-up animations are very disturbing.
No similarity/ consistency in images.

CRM

First of all the main fault in this is that there’s no specific reason to name it CRM. They could have just kept the name as PLC (Pakiza Loyalty Club).
One more issue is when we click on CRM it shows the ABOUT US bar active as if we have clicked on About us and not the CRM.
This CRM shouldn’t be added in this navigation flow in the first place .It should be added in the profile section.

GALLERY

No need of a gallery.
Unnecessary photos of their inaugurations placed in the gallery section. The quality of pictures was also very bad .
They have used circles for everything.
The spacing is a huge problem and different typefaces make it look very shabby and weird.

OFFERS

Too much of negative space.
Worst Layout.
Put pamphlets that are not even clearly readable.
The floating images are again disturbing for the viewer.

CONTACT US

Doesn’t take us to a new page.
Text color in the inquiry section is not visible.
Too much information.
There’s an empty white patch in these pages above the footer.

RESULTS OF A SURVEY WE TOOK TO UNDERSTAND PEOPLE’S VIEWS

PROBLEM: NO OFFICIAL WORKING WEBSITE

This leads customers to buy products from other e-commerce websites while not being sure about the authenticity of the product.

SOLUTION: CREATING AN E-COMMERCE WEBSITE

Creating an e-commerce website will allow Pakiza to directly sell to the Madhya Pradesh (Indian) market.

OUR GOAL

the goal was to develop on an e-commerce website that will get the company in front of as many possible target audience. So the potential buyers and what’s important to them.

Research was done on the competition audience and how they were promoting their business.

The aim was to capture some of the attention on the flip side, find out what niche they might be missing out on they go after the market and keeping their target audience and the Brand in mind.Prototypes for Sign-up Page