Shopping on Roposo
(WIP)
The convenience of a mall, Value of an E com, Comfort of home & Trust/relief of shopping with a best friend.
Service
Product design
Client
Roposo
Year
2020
Overview
One of the most vital requirements for online marketing, indeed any marketing, is that you target the types of people you hope will become your customers. With influencer marketing, you must drop one step back and focus on the people who appeal to and influence the behavior of your target customers. If you sell to a youthful demographic, you could consider working with influencers on Roposo. Opportunities are limitless to leverage the userbase and serve them with meaningful products through influencers that they follow.
Our objective of building Shop on Roposo is to Proffer curated set of products to our users which is tried and tested by their trusted Influencers (who are acting as a shopping companion).
Roposhop is lite, User friendly, socially validated, Personalized and trusted.
Kick off
My first activity was conducting a workshop using the Lean Canvas framework so we could make sure we were aligned on what we were going to build.
What are we building and for whom:
We wanted to as ourselves following questions first:
Why Shop on ROPOSO
Traditional in store shopping vs Traditional Online Shopping vs Influence market shopping
Business Goals
Increase engagement, increase conversions, Build trust & Relation
Who are we trying to build this experience for?
Where are they shopping from currently (what are the opportunities)
What are we solving for them?
Why
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Creator-side view: Provide creators with an opportunity to showcase their story-telling skills by promoting products that match the creator’s public persona/image (e.g fashionista, fitness-enthusiast, techie, music-lover, foodie etc) and thereby earn significant rewards/money when transactions happen for these promoted products
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Consumer-side view: First time or recent internet users who form the majority of Roposo and Glance’s user base, are used to consuming content which are video and vernacular. Text based and search based content discovery (which is prevalent in majority of commerce destinations) is not something which comes naturally to these users. An influencer video led shopping discovery matches their content and product discovery behaviour and is powerful due to the following reasons -
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Influencers whom they trust or respect helps them to take the purchase decisions
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Video led content explaining the product is easier for them to understand
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Serendipitous product and content discovery which is powered by an AI engine heps them to discovery products which they would like to buy (as opposed to consumers searching for products)
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A social shopping experience where the community is interacting on the video and asking questions, rating, reviewing the product – helps consumers to take purchase decisions better
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Roposo/marketplace-side view (and by extension Glance side view) -
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Increased monetizability on the platform thereby leading to higher creator retention
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New form of monetization models to engage with brands and marketers
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New form of consumer engagement models leading to higher consumer retention and time spent
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Higher platform revenue as an overall output
Qualitative Interviews
User Profiles
The research made it evident how different users would use the app differently. To cater to this, I categorized them into three user profiles based on their goals and tasks
Conceptualization
I started creating the information architecture and low-fi concepts for primary use cases. After having a go-ahead from the Product Manager, developers, and Stakeholders on the mockups, we began to conduct usability tests with the low-fidelity mockups. Once we had confidence in the design, we began digitalizing designs.
Usability Testing
I tested the product at various stages of the project.
• Lo-fi prototypes were tested with the stakeholders weekly to get feedback on the functionality, content, and interactivity of the product.
• Unmoderated User testing - A few dummy groups were created for users to use the app. All participants were using the app to carry out hypothetical tasks.
• Beta Testing - Before releasing the app, we tested it with real users
Seeing Results
...
Project Learnings
1. Simplicity is strength
As a designer, we are often lured by attractive, trendy and out of the box designs. But, We must always remember the ‘why’. The primary goal is to understand the user, their problems and then come up with a design that solves it.
2. Prioritize
Create a strategic plan to launch an MVP. This helps deal with out-of-scope requests that could potentially derail the project and helps deliver a quality product in time.
3. Seek out feedback early and continually
The trouble with most of us is that we would rather be ruined by praise than saved by criticism. Keeping the stakeholders/users in loop and testing solutions in whatever form (paper, low-fi or hi-fi) as early as possible saves ample amount of time and re-work.
We conducted telephonic user interviews and the main insights were:
- People like influencer led content - content interest could start due to the product itself being interesting or due to influencer.
- pricing/discount is a major decision factor
- Relevance is important - few products such as the anarkali kurti were of interest due to Diwali season
- Trending products are of interest.
- user clicked as they liked the product, liked the way in which it the product was shown
- In user’s mind, seeing product on Roposo was like seeing products on FB/ other social platforms - product caught their attention, and they will explore further if something catches the eye
- Men also buying for women - buyer thought it was a good purchase for wife; wife did not like the product so did not complete the txn.
- Clear use case of being able to save/ bookmark the product - user saved the product information in some way to show it to wife later, did not remember how he saved it - said that figured out in the moment, doesnt remember now
- Seeing products on other social/ video platforms have created this journey in users mind that they will see things to buy on Roposo as well, and users open to buying more things in future if they like them
Looking through the comments across all of stories that have been posted, this is what people are saying
• Most common question: What is the price
• People want to know if they are getting the best possible price; how can they get ‘wholesale price’
• People want to know sizes in which available
• want to know where to buy/ where is it available
• Comments on unavailability/ sizes not being available