Shoppable Looks — Myntra
Background
What is Myntra?
Myntra is India’s largest online shopping platform for Fashion & Lifestyle products. Fashion Expert brings a variety of footwear, Clothing, Accessories, and lifestyle products to its users and aims at providing a hassle-free and enjoyable shopping experience.
What is Shoppable Looks?
Shoppable looks is a feature with which users can find all the products that are shown in an Image in a Product display image.
How it works
All the products in an image are denoted with green dots. Users can tap on these green dots to find the visually similar products corresponding to that green dot that is available in Myntra.
Problems Identified
After doing a deep dive into the data and talking to a few users, we identified the following problems with the current design:
- Position of the widget (Discoverability): The current widget sits in the middle of the image carousel on the Product display page which can sometimes be missed by the users.
- Green dots are not intuitive enough (Improve Cliackability): The number of clicks on the green dots is very low as compared to the impressions on the widget. Users are not able to figure out what to expect from these green dots
- One look shot can’t represent all the products, especially the small ones: One full body shot image does not show small products like earrings, shoes, etc. properly.
- You can’t compare the products in the image with the recommended products: Once you tap on the green dot, a half card appears on top of the previous page. Users are not able to compare the recommended products with the product in the image as the image gets hidden behind the half card.
Business Goals
With the help of the new UX, we want to improve the impressions on the widget by 10-15% and CTR on the recommendations by 25% and improve the RPU as a result of that.
Shoppable Looks Redesigned
After playing with a lot of iterations and multiple discussions, we finalized the following designs which solve each problem mentioned above.
Improving Discoverability and Clickability
- Green dots by themselves were not intuitive enough for the users and hence there was a very low CTR on the green dots.
- We introduced labels to tell users exactly what to do and what to expect when they tap on the green dots.
- We also introduced bounding boxes around the products to let users know what exactly they will be searching, for once they tap on the green dot.
- We animated the bounding boxes to represent one product at a time and bring the user's attention to other products available in the look shot.
Improving Shoppable looks experience
Conclusion
With the improvement in discovery and clickability, we are expecting a huge improvement in the impressions on the widget, and with the new interactive experience, we are expecting an improvement in conversion.
As a next step, we will introduce this experience as a standalone widget where we can recommend different looks to the users for their different needs(eg. office look, party look, etc).
