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Snapdeal
Feature Development and Optimization for Snapdeal
Project Role: Associate UX Designer(Hands-on)
Client: Snapdeal
Engagement Type: Retainer
About
Snapdeal hosts over 500,000 sellers who sells products ranging from general merchandise to fashion products to buyers from more than 3700 towns in India.
The target audience are young to middle aged people from tier 2 and tier 3 cities.
Design Challenges
Design for non-tech-savy users: As mentioned, the users are from tier 2 and tier 3 cities and most of them, especially mid-aged users have poor comprehension of technological aspects. So an intuitive and seamless experience needed to be created that can guide the user to the end of the funnel, thus enhancing user experience and business.
Competing with market places: We needed to give user something more in terms for experience, compared to the giant market place competitors.
Creating brand loyalty: We needed to give user a reason to get on the application rather than just doing the purchase through the website, and also to retain the user on the application
Some of the requirements mentioned by the stakeholders
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Optimize the UX of the existing app
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Conduct a Design audit and identify gaps and opportunities for improvement.
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Provide solutions to effectively tackle identified pain points.
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Implement/Optimize features like voice search, back journeys, VIP subscription, offer discovery and application, chatbot experience etc.
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Revamp the seller payment section of Snapdeal’s B2B panel.
Discover
Stakeholder meetings and desk research were done to understand the target audience and their end-goals. The analysis points out the target users are from tier 2 and tier 3 cities and that the major bottleneck was that the drop-off rates was too high.
Being a fast-paced retainer project, feature development and gap analysis were big parts of the collaboration. A process that would allow effective interactions and quick turnover was followed.
Process
I worked with the client team to identify bottlenecks. These along with other requirements from the client’s end were fulfilled in a duration of 3 months. Being a fast-paced project, we scheduled daily catchups with the clients for quick deliveries, feedbacks which allowed quick turnovers.
Once a new requirement comes in, it was analysed with the clients and internally and all doubts were resolved. Furthermore, design audit and benchmarking were done to identify opportunities for design. This helps to understand gaps in the market and create an edge with the designs. Furthermore, the deliverables were made in the form of wireframes/userflows/IA. These were annotated and handed over to the Snapdeal team.
​Few problem statements that were assigned during the engagement term:
Problem Statement 1: Conduct a gap analysis of Snapdeal app and identify gaps, bottlenecks and areas of improvement. Provide UX benchmarking and solutions for all the identified areas.
One of the gaps identified is showcased here.
Problem Statement 2: Optimize the PDP to PLP back journey on the app and utilize it to increase conversion.
Problem Statement 3: Revamp the chat support feature.
For a more detailed discussion, let's get on a call. Thank you!
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