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Part I: An In-Depth Look at every Solution
I recently participated in the UX design hackathon organized by my mentor Anudeep Ayyagari. We were part of a 7-person team where we were given a problem statement, solve the problem using design thinking and finally present it at the end of 48 hours! This event taught me a lot and introduced me to many new members of the community.
We were confused about what the app does we went to their website and also we checked various articles to find out about their business and their users and understand how shall we move forward.
👉🏾About DailyObjects
DailyObjects is India’s first premium D2C Lifestyle & Tech accessories business. In a world where everyone carries incredibly similar or identical products, DailyObjects aspires to give its customers an avenue of personal expression, through its products that help customers to make a unique statement about who they are.
👉🏾Understanding Users of Daily Objects
Youth and new-age professionals who crave unique design accessories. Their product range includes mobile covers and accessories, laptop peripherals, home office gear, watch bands, bags, and wallets, all with an emphasis on aesthetics and ease. Users have a gender distribution of 60(Male):40(Female) with the majority of the users from the 18 yr – 34yr age group although having a wide target audience across 18 yr – 65 yr age
👉🏾Understanding Daily Objects’ Business
Daily Objects are a digital-first brand and have successfully tapped on the penetration of internet business since its early days in India. Daily Object’s products are also available on India’s leading e-commerce platforms such as Myntra, Amazon, and Nykaa. Over 500K (number of downloads) customers have downloaded the app. Most of the orders come from Daily Object’s platforms.
📃Back to Main Table of Content👆🏾
👉🏾Our Problem statement
We needed to evaluate the search and explore the flow of Daily Objects which includes Home → Search bar → Type keyword → Search results → apply filter → Filtered Results → Select a product. And our focus was on improving the DAU metric and Retention Metric.
Current Flow
👉🏾Our Business Focus
- Focusing on DAU → Having new users come to the app for buying Daily Objects’ products. Having existing users also come more often to buy different products
- Focusing on Retention →Retaining the users who are either not coming back or dropping off while searching for a product. Focusing on understanding why people stay and what they are looking for when continuing.
We found that retaining users was easy than getting new users and the investment that goes into this would also be less
👉🏾Our Target Users and why we choose them
- We mainly targeted Daily Objects’ users who are from the age group 18–34. We targeted male users more (3) than female (2) users as the gender ratio of Daily Objects is 60(Male):40(Female)
We majorly targeted users from urban cities who
- Like unique design accessories but never used the daily objects app — understanding user behavior who are totally new to the Daily Objects
- Have used Daily Objects’ products but purchased them from other channels — understanding why they might have used other channels
- Use the Daily Objects app — understanding how they use the app
👉🏾Scoping down the problem
We understood that we need to increase DAU and retention for the DailyObjects App while working on Search and filter flow. To take this forward we picked up the highest-selling product which is the Phone case to examine the flow and make the experience of the user better for impacting retention In phone cases new designs keep on arriving so it would require good retention to keep users coming back.
When we asked
Can you look for a phone case of your choice?
For every user, they had a mobile in mind and they were searching for that only
In usability testing, we realized that the users wanted to search for the mobile of their brand when we gave them the task to search for iPhone.
We got the idea that we can ask for mobile brand and model before showing anything.
And then when we went to other competitors like bewakoof which
also sells mobile covers to check how they are doing it.
I forgot all this in lack of sleep but I realized that in primary research as well users had a model in mind before searching for a mobile cover and they were searching based on that.
I went back to the notes and found
In our competitor analysis, we found that a lot of e-commerce apps were giving the option to search by clicking a photo or uploading a photo
And we also felt that this could also be a good option as the major customer base buys designer cases for their mobile and if the decision-making is also related to visuals so let us give this option of searching by pics.
In order to find what impact can visual search have I did some desk research and found
The user was easily able to search for a case when asked about searching it by clicking a photo of a case which indicated that the flow was easily understandable and usable by the user we gave them a task where we said that you are at a party and you liked a design of a phone cover than what will you do. Then he was easily able to go and search.
But when we gave them the task to go and search for a product with the photo that they have saved in the gallery then the user was not able to do it.
Many users liked the search by-photo feature and found it very
interesting and intuitive to search. Found it very helpful when not knowing the name of the product.
As the users were finding this feature to be interesting and useful to search it could lead to an increase in the number of users who continue to use the app over time leading to better retention.
We again went back to competitors for inspiration
We noticed that some competitors offered the option to search by photo in different ways. Amazon displayed an icon in the search bar on the home screen and provided two buttons for search by photo in the search screen, while Flipkart included an icon in both the home screen and search screen and also had a separate section for search by photo in the search screen.
We took the Flipkart’s approach where we gave a section in the search screen of the app where the user can search by uploading from the gallery or by clicking a photo.
We did not remove the icon from the search bar as users who use other apps are used to seeing it in that place and also usability testing showed that the users were understanding the icon for searching by clicking a photo.
We thought that users would find it difficult to recall what they had searched for and will find it difficult to search for previously searched products.
While doing competitor research we found that the search history based on keywords was being shown and the search history for individual items was also shown.
but we were not sure will the user actually need it in the “Daily Objects”
So In the primary interview, I gave the user task to search for the mobile case of his choice at the start of the interview and at the end of the interview, to see the user’s reaction
I found that
Although it can be a good place to show recently viewed but when the user is searching he expects it to be in search.
- One of the biggest learning was to note each and every point the user says in the primary interview and the usability test because when I later went to check the screen I was remembering that the user was facing this problem but I forgot why was the user-facing a certain problem and what was the reason mentioned by the user.
- Another learning was to organize things based on different sections of the flow like the home screen (All insights related to the home screen will be here), search screen, product list, and others so that it becomes easy to place the insights and go through it.
- Go through the insights thoroughly 2–3 times really helps in recalling insights that might have been missed or some other realizations that were there in front but I wasn’t able to identify it.
- One of the mistakes that we did was not having proper discussions about what the other person has found in the analysis we end up reading by ourselves which lead to a lot of time wasted. I understood that it would have been better if just after building the hypothesis we would have told our own parts which we worked on.
- For some problems identified, we did not go deep enough. I felt that I should have presented my arguments more for going deeper and why is it necessary but due to the time constraints I thought of not wasting too much time also and focusing on some things.
- I also learned that we should keep the heuristics and the hypothesis in one place and formulate the hypothesis with the ideas we have in mind while doing heuristics so that it saves time instead of writing solutions at another place and then again writing the hypothesis based on solution and heuristics.
- We can have a section on the home page where we can have them continue their previous search similar to what Amazon does
- In the future, I would like to give some comparison-based systems so that the user can quickly compare and decide like maybe giving a comparison in the wishlist
- As we have found that a lot of users were not aware of the daily objects app we can create a referral system where if a user receives the product and if he refers the product to someone and the other person buys it both will get some discount coupons for the next purchase.
- We can have a community section where people can show off their designs and we can show the most popular one on the home page to gain the trust of new users
- We can ask people to post it on social media and tag daily objects to get some discounts to increase popularity which we can feature on the home page to gain trust
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Thank you for taking the time to read through my case study. Please share any feedback you have!
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