Zivame Industry Project Complete Analysis, Creation of MVP, Prototype, Road Map, PRD

1. Industry Project
Part 1 - Zivame
Gurpreet Singh - android.gurpreet@gmail.com
Praveen Kumar Devisetti - praveendevisetti@gmail.com
Raghavendra Pratap Jujjavarapu - ragssets@yahoo.co.in

2. Target Market
Female
Age Group (15 - 35+)
Metropolitan Cities Upper Middle Class
Online Shopper Offline Shopper
2

3. Direct & Indirect Competitors
Direct Competitors Indirect Competitors
Clovia Amazon/Flipkart
Pretty Secrets Non Exclusive Clothing Stores
(Forever 21, Shein or local sellers
without labels)
3

4. Particulars
Founders
Short Bio
Richa Kar is the Co-founder
of Zivame. Zivame is a
Bangalore based startup for
women apparels. Richa
founded Zivame in 2011
along with Kapil Karekar who
had worked with companies
like InMobi, ESPN, and
Yahoo! for over 10 years
Neha Kant is the Founder of Purple
Panda Fashions Pvt Ltd (formerly
Clovia) and has been its Chief
Revenue Officer and Director since
June 30, 2015. Neha Kant served as
the Chief Executive Officer of Purple
Panda Fashions Pvt Ltd. She is
responsible for driving its sales and
operations across Channels and
Geographies.
Karan Behal, a visionary
entrepreneur, is the Founder &
CEO of PrettySecrets (MTC
Ecom Pvt Ltd.). He has over 12
years of rich experience in the
lingerie business across
manufacturing, sourcing,
marketing, product
development, retail and
e-commerce.
4

5. Particulars
Mission
To Offer Every Woman the Confidence, Comfort &
Choice She Deserves.
Clovia is committed to being a woman’s go
to online destination for all her lingerie
needs.
Providing customers with high quality, high style and
reasonably priced lingerie is core to the brand’s DNA and
will always remain so.
Vision
Helping women uninhibitedly shop for intimate
wear.
Impart joy in our customers life by the
ways we can.
Build a formidable fashion brand online and remain
channel agnostic at the same time.
Brand Statement
You’ll love our beautifully crafted bras, panties,
nightwear & accessories. Use our bra size
calculator to get your best fit. Explore our wide
collection of shapewear, tops, bottom wear,
swimwear & sportswear. Enjoy fabulous offers on
our stunning range, from everyday styles to
high-fashion products in every size. Zivame.com
offers solutions for every stage in a woman’s life
Clovia the brand stands for Joy. Our core
thesis is to help our customers find joy in
the little ways we can. We believe that if,
with our colours, comfort and fashion, we
are able to add a little joy to a woman’s
lingerie experience and let her begin her
day right, we think our job is DONE!
Keep boring at bay and add striking colors and prints to
your lingerie. Our wide range of products are not only
comfortable but affordable as well & you can find your
perfect fit with our bra size calculator. Best of all, when you
shop at PS you can enjoy fabulous offers and discounts.
Employee Count ~275 218 150
Revenue Details
Estimated Annual Revenue
$7.3M
Estimated Annual Revenue
$19.3M
Estimated Annual Revenue
$5M
Unique selling
proposition (USP)
Premium/Super Premium
Fit for all
Variety of options
Affordable Premium
Big Data solutions
Fashion Technology
Premium
Peppy Colors
Fashion Lingerie
5

6. Particulars
Touchpoints Online+Offline stores Online + outlets in airports online
Cost Leadership Premium Pricing with High Quality and High Price
Economic Pricing with manageable quality and
price points
Economic Pricing with manageable quality and
price points
Funding Details
Total Funding $69M USD
No.of funding rounds :7
No.of Investors: 10
(https://www.crunchbase.com/organization/zivame
-com#section-competitors-revenue-by-owler)
Total Funding $18.7M USD
No.of funding rounds :4
No.of Investors: 5
(https://www.crunchbase.com/organization/clovi
a#section-funding-rounds)
Total Funding $8M USD
No.of funding rounds :2
No.of Investors: 3
(https://www.crunchbase.com/organization/pretty-s
ecrets#section-funding-rounds)
Shift in the business
models
Inventory-led to marketplace-led to private label
business to marketplace model
https://www.livemint.com/companies/news/lingerie
-retailer-clovia-parent-raises-funding-in-round-led-
by-at-capital-1548351785287.html
Retailer Driven to Consumer driven for offline
and online sales
https://www.businesstoday.in/magazine/feature
s/online-lingerie-etailer-clovia-has-risen-to-the-t
op-with-little-capital/story/238620.html
Offline outlets to online
https://yourstory.com/2014/06/prettysecrets?utm_p
ageloadtype=scroll
Revenue model
Zivame’ online sales are about 60% of the total
revenue, while 40% of the revenue comes from
offline sales
https://inc42.com/buzz/zivame-rides-high-on-56-y-
o-y-growth-in-revenues/.
Clovia’ online sales are about 80% of the total
revenue, while 20% of the revenue comes from
offline sales.
https://www.financialexpress.com/industry/sme/
clovia-takes-on-competitors-focuses-on-three-pi
llars-to-win-customers-hearts-and-their-wardrob
es/1259447/
Building a strong online and offline
multi-distribution strategy to ensure that their
products are available wherever the customer is.
https://yourstory.com/2018/03/online-lingerie-bran
d-targeted-indian-middle-class-5-years-ago-now-e
xpanded-asia-uae 6

7. Types of lingerie
Available
Camisole, Plunge, Push Up, Sports, Maternity,
Bralette, Balconette, T-Shirt, Non Padded, Low
Coverage Bra, Nursing, Wire Free, Strapless,
Wired, Moulded
Pattern: Printed, Solid, Lace, Self Design
T-Shirt, Basic, Push Up, Support, Sports, Sheer,
Moulded, Strapless, Demi Cup, Bandeau, Plunge,
Push Up, Maternity, Bralette, Minimizer, Balconette,
Everyday, Non-Padded, Full-Coverage, Wirefree,
Underwired, Demi Cup
Pattern: Printed, Solid, Lace, Satin Finish, Self
Design, Striped
Push Up, Plunge, T-Shirt, Underwired,
Demi Cup, Unlined, Sports, Wirefree,
Convertible, Convertible, Front Zipped,
Minimizer, Balconette, Everyday, Bandeau,
Bralette, Front Open
Pattern: Printed, Solid, Lace, Self Design
Fabric Nylon, Polyamide, Spandex, Polyester Powernet, Blended, Cotton, Blended, Polyamide,
Nylon, Jacquard, Polyester
Blended, Polyester, Spandex, Nylon,
Cotton, Polyamide, Elastane
Websites to Buy Zivame.com, Myntra.com, Jabong.com,
Amazon.in, Flipkart.com, Tatacliq.com,
Nykaa.com, Limeroad.com, Snapdeal.com &
Paytm.com
Ajio.com, Myntra.com, Jabong.com, Flipkart.com,
Amazon.in, Tatacliq.com, Nykaa.com,
Limeroad.com, Paytm.com, Shopclues.com,
Snapdeal.com, Firstcry.com & Voonik.com
Prettysecrets.com, Jabong.com,
Amazon.in, Myntra.com, Tatacliq.com,
Koovs.com, Limeroad.com, Flipkart.com ,
Snapdeal.Com & Nykaa.com
Zivame Vs Clovia Vs PrettySecrets - Perfect Fit
Source: https://www.looksgud.in/blog/indian-top-bra-brands-list-manufacturers-online-shopping/
7

8. Product
Bras 250-1595 299-999 449-1500
Panties 250-1199 199-599 299-1049
Nightwear 250-2500 199-3799 399-2500
Activewear 595-3995 399-999 449-3000
Swimwear 599-3259 399-1999 449-1500
Zivame Vs Clovia Vs PrettySecrets - Price ranges (INR)
Source:
https://www.zivame.com
https://www.clovia.com
https://www.Prettysecrets.com8

9. Zivame Vs Clovia Vs PrettySecrets - Promotional offers
Source:
https://www.zivame.com
https://www.clovia.com
https://www.Prettysecrets.com9

10. Strengths
● Discreet Packaging
● Online privacy
● Fit consultants
● Premium brands availability
● Offers
● Pricing
● Private mode
● Consulting services
● Offers
● Pricing
● Private mode
● Consulting services
Weaknesses
● Tiring return policy
● Supply chain management
issues
● Less-inhouse products
● Less Varieties
● No other brands except
clovia
● Delay in delivery
● Low Quality products
● Less Varieties
● Delay in delivery
● Low Quality products
Opportunities
● International expansion
● Tie-up with industry leaders
● Adding more verticals in
women’s wear
● Retail stores
● International expansion
● New Acquisition
● Tie-up with brands
● Retail stores
● International expansion
● New Acquisition
● Tie-up with brands
Threats
● High Customer acquisition
● Narrow product category
● Cash Flow
● Deliveries
● Narrow product category
● competitors
● Cash Flow
● Deliveries
● Narrow product category
● competitors
Zivame Vs Clovia Vs PrettySecrets - SWOT Analysis
Source: https://www.slideshare.net/SakshiJain184/e-retail-zivame-and-clovia
10

11. Web Engagement
Organic Keywords
[Keywords that bring traffic by organic google searches] 97401 51653 11625
Organic Monthly Traffic
[Monthly Traffic by visitors that land on website as a result of
unpaid (“organic”) search results ]
527100 167734 26372
Domain Score
search engine ranking score that predicts how well a website will
rank on search engine result pages (SERPs). A Domain Authority
score ranges from one to 100, with higher scores corresponding
to a greater ability to rank.
49 47 44
BackLinks
Llinks on other website that, when clicked, take the user to this
site.
19773 8683 6943
Source:https://app.neilpatel.com/en/traffic_analyzer
Zivame Vs Clovia Vs PrettySecrets- Web Statistics
11

12. Web
Properties
Top 3 Key Words
[Keywords that bring
traffic to Website]
Web Position
[The position that these
Website rank with
respective keywords]
Search Volumes
[ The number of searches
this keyword has each
month]
Estimated Visits
[Traffic generated by
respective keywords for
website]
tummy tucker 3 90500 8806
girlspanty 2 27100 4390
bra gals 1 12100 3678
tummy tucker 8 90500 1783
nighty 7 12100 310
bra transparent 3 2900 282
nighty lace 1 590 179
women bra online 1 390 119
pretty secrets 1 390 119
Insights : This comparative analysis indicates that Brands has different strategy in bringing traffic by focusing on different
keywords. Zivame due to its strong presence in web and high organic traffic leads the list. Source:https://app.neilpatel.com/en/traffic_analyzer
Zivame Vs Clovia Vs PrettySecrets - Keyword Rankings
12

13. Zivame Vs Clovia Vs PrettySecrets - Android Mobile App
Play Store
Total Reviews 24949 21341 904
Rating 3.8 4.3 3.5
Is Brand Responding on
Reviews made by
Customer ?
Yes Yes No
App Size 11 MB 11 MB Varies with device
Installs 5,000,000+ 1,000,000+ 100,000+
Last Updated December 19, 2019 December 30, 2019 December 25, 2018
App Functionality
13

14. Comparative Analysis - iOS Mobile App
App Store
Total Reviews 549 4803 128
Rating 3.4 4.6 4.6
Is Brand Responding on
Reviews made by
Customer ?
Yes Yes No
App Size 51.1 MB 65.7 MB 22 MB
Installs 10,000+ 100,000+ 10,000+
Last Updated December 28, 2019 December 28, 2019 December 28, 2018
App Functionality
14

15. Comparative Analysis - Monthly Traffic
Insights : Regular organic Monthly traffic clearly indicates that Customers are finding value in the product listing and are
keenly interested in checking out them which makes them to regularly check out the site.
15

16. ● Both Zivame and Clovia
have shown healthy
growth in the most recent
full year for which data is
available.
● PrettySecrets has
registered a less than
flattering 9% growth
● The long-term growth
trajectory of both Zivame
and Clovia is impressive.
● Past performance
suggests that the battle for
the leader’s position in this
category will continue well
into the future
Zivame Vs Clovia Vs PrettySecrets - Financials
Source:https://yourstory.com/2017/07/big-3-i
ndian-online-lingerie-changing-game
16

17. Future Initiatives
Being an Omnichannel Leader in
the industry with focus on
technology driven insights.
Amisha Jain - CEO Zivame
https://inc42.com/startups/zivame-focusses-on-reshaping-the-indian-lingerie-market-for-wom
en/
Opening Physical Stores across
nation to ensure seamless
experience between online &
offline touchpoints.
https://economictimes.indiatimes.com/industry/services/retail/zivame-plans-to-open-m
ore-offline-stores/articleshow/53106692.cms 17

18. Objectives
● Seamless Customer Experience applying latest technology and infrastructure
across all Sales Channels.
● Apply O2O(Online to Offline and Offline to Online)Experience to Smoothen
Customers Journey.
● Convert Users to Customers.
● Convert Customers to Loyal Customer.
● Personalised customer experience.
18

19. Hypothesis
● Users would like to have a trial in the physical outlet store of the item they planned to
purchase through online.
● User would like to have a display of categorized products in physical stores in sync with
online stores.
● Users would like to have multiple notifications of recommendations/new arrivals sent to their
mobiles based on their previous shopping list.
● First time online user will be interested in trying and purchasing products if given a free
sample based on her choice.
● Users would make next purchase if they get discount coupons in their current purchase.
● Users would like to get directions to the nearest zivame store based on their home location.
● Users would like to have a centralized grievance customer center to report grievances
caused by any sales channels during their shopping experience.
● Users prefer easy return policy for all online/offline orders
19

20. Survey Sample Size - Estimate
Estimation:
Population of India - 1.2 Billion
Urban Population - 30% of 1.2bn ~ 360 million
Female population in Urban india (http://statisticstimes.com/demographics/sex-ratio-of-india.php)
= 48.2% of 360mn ~ 173.5mn
Upper Middle class Female Population
(https://www.livemint.com/news/india/the-anatomy-of-india-s-middle-class-1556088919798.html) = 3% of 173.5 mn ~ 5.2mn
Estimating 40% of population under 15-35 age group = 40% of 5.2mn ~ 2 million
Total Target Population = 2 Million (approx)
20

21. Survey Sample Size
21

22. Questionnaire and Responses Link
Questionnaire:
https://forms.gle/hPGFw1xeTyKgXt75A
Response
https://docs.google.com/spreadsheets/d/1skSbpeo7N46FNXO0GsYdjlCYSZfmDiguwRV8J1mufKY/edit#gid=173626883
Interview :
https://forms.gle/NnBFgjk2zh7NHt1A8
Response
https://docs.google.com/spreadsheets/d/1YsgiU3odWbalLQ0nQfZ8bVPxZ7_O9qB29nDhdQoTiNY/edit#gid=593583666
22

23. User Research Analysis
Age Location
Buying Frequency
Fitting & Comfort Concern 96%
Locating Online Listed
Lingerie in Physical Store
Moderately Difficult Painful
Technology Used
80% 20%
Android IOS
72% 28%
Expert Recommendation
While Buying
Yes No
72% 28%
Not Sure
28%
Is New Arrival
Information sufficient to
make Purchase ?
Yes No
40% 24%
Not Sure
36%
Visiting Physical Store
of Online Store for
Buying
Yes No
52% 24%
Not Sure
24% 23

24. User Research Analysis Continued ..
Notification Preferences Free Sample Offer Rating
Buying Motivation
How you get to know about Physical
Store Near You
Offer Redemption Preference
Visit Store Online
40% 24%
Mobile App
36%
Resolve Grievance
Call to
Grievance Cell
Mail to
Grievance Cell
56% 16%
Visit to Physical Store
8%
Via Mobile App
20%
24

25. Age : 18 Goals: Expecting recommendations from an expert consultant
about the for the lingerie she is looking for.
Name : Anusha Motivations: Multiple product options
Lives in : Hyderabad Technology: Android mobile,Laptops
Education : BBM Brands:
Occupation : Student
Hobbies : Movies , Shopping
Pain points: Concerned about Fitting and comfort of lingerie before buying
Moderately difficult to find exact lingerie in a physical store which was preferred online
Target User Persona - 1
Quote: “Authentic ,
TrustWorthy Inner
Wears With more
product options”
25

26. Age : 24 Goals: Grievances raised shall be addressed without any
hassle
Name : Disha Motivations: Multiple product options,Listing of product and
Fabric details, Real time pricing, No restriction
on returns
Lives in : Delhi Technology: Mobiles,Laptops
Education : MBA (Finance) Brands:
Occupation : Chief Analytics
Hobbies : Movies , Shopping
Salary : 8 Lac per annum
Pain points: Concerned about Fitting and comfort of lingerie before buying
Painful to find exact lingerie in a physical store which was preferred online
Target User Persona - 2
Quote: “Authentic ,
TrustWorthy Inner
Wears multiple
product options,
real time pricing
and no restrictions
on returns”
26

27. Age : 32 Goals: Expecting recommendations from an expert consultant about the
for the lingerie she is looking for
Name : Simran Motivations:Listing of product and Fabric details, Multiple product options,
Personalized packing, No restriction on returns,Real time
pricing, Size differences of different brands
Lives in : Kolkata Technology: Mobiles,Laptops
Education : MCA Brands:
Occupation : HomeMaker
Hobbies : Movies , Shopping
Pain points:Concerned about Fitting and comfort of lingerie before buying
Painful to find exact lingerie in a physical store which was preferred online
Target User Persona - 3
Quote:”Authentic ,
TrustWorthy Inner
Wears multiple
product
options,personalized
packaging,real time
pricing and no
restrictions on
returns” 27

28. User Research Insights
Hypothesis Validation
Result
Insights Feature Derived
Users would like to have
a trial in the physical
outlet store of the item
they planned to purchase
through online.
Negative Only 12 % audience prefer having trial
before buying so this hypothesis got
negative result but point noted here is
that fitting concern is of 96% audience so
trial is not an option to address fitting
concern.
Apply AI on previous
sales data combining
with UX for fitting
suggestion based on
buyers persona
User would like to have a
display of categorized
products in physical
stores in sync with online
stores.
Positive Locating a product seen in an online
store or finding something looking for in
physical store is a tough task discovered
in survey as well interview
Synchronize inventory
placement information
across all sales point
using Bin
identification.
Users would like to have
multiple notifications of
recommendations/new
arrivals sent to their
mobiles based on their
previous shopping list.
Positive 60% of our audience want such
notification at the time of festivals , also to
note down here is that 40% of them
believe that these notifications are not
sufficient enough to make purchase.
Implement AI to ensure
personalized experience
with best time to send
and add notification.
Feature to get
customer’s preferences.
28

29. User Research Insights
Hypothesis Validation
Result
Insights Feature Derived
First time online user will be
interested in trying and
purchasing products if given
a free sample based on her
choice.
Positive 92% got excited or happy about
this.
NA
Users would make next
purchase if they get
discount coupons in their
current purchase.
Positive Majority of Users are willing to
make the next purchase discount
coupon and 56% prefer to get it
redeemed by mobile / online
means.
NA
Users would like to get
directions to the nearest
zivame store based on their
home location.
Positive 44% of audience prefer to know it
via notification , additionally 40%
already know physical store
location.
Embed GMap and share
option via mail,
whatsapp etc.
29

30. User Research Insights
Hypothesis Validation
Result
Insights Feature Derived
Users would like to have a
centralized grievance
customer center to report
grievances caused by any
sales channels during their
shopping experience.
Positive Majority of the Users are willing to
have grievance cell as a single
point of query resolving via online
mode and only 8% look to visit
stores for getting things resolved.
Route calls to
concerned
Department based on
customer’s
confirmation.
Users prefer easy return
policy for all online/offline
orders
Positive 32% believe that easy return is
one of the key motivators to buy
products.
NA
30

31. Feature 1 : Initial Sketch, User Review & Final Sketch
● User was pretty much excited about the feature and awaits such fit recommendations.
● While filling form , she was a little confused about putting detail of body size which we finalized to divide
in three parts which is universal size metric.
● User asked about confidentiality & motivation on filling this information, which we addressed by giving
offer as “ 3 reason why to fill this “
31

32. Feature 1 : Initial Sketch, User Review & Final Sketch
● User was unable to make any decision as to how much variation does other users of the same persona
type were making. It was asked by user to show information in two parts for each of the attributes :
○ How much proportion of the user % were favouring his choice.
○ What is the top preferred choice of the majority user ? 32

33. Feature 1 :
Apply AI on previous sales data combining with UX for fitting suggestion based on buyers persona
Whimsical Link : https://whimsical.com/JjRDe6jbSZUnx3udtHPLox
Feature Explanation :
- Added an option “Persona Code” to track buyers persona [ Special Offer given to push users for
sharing information
- While Buying , recommending % sharing of buying decisions & preferences matching personas.
These recommendation would include but not limited to Color, Size, Product Type , Fabric.
33

34. Feature 1 - Snapshots
34

35. Feature 2 : Initial Sketch, User Review & Final Sketch
● It was easy for user to understand as to how she will get information about availability of product at
different physical store nearby.
● One logical thing got pointed during the session was that instead of giving sms at the top , it was better
to give location information as sms based on the desired location, sms icon was thus shown with each
location 35

36. Feature 2 :
Synchronize inventory placement information across all sales point using Bin identification.
Whimsical Link : https://whimsical.com/EB8L7ie2Y3SypGqjgDS2qj
Feature Explanation :
- Physical Store Inventory allocated based on Rackbin Identification system.
- Synchronized Inventory Information of all physical store in online portal.
- Shown Option to pick product from stores along with Online Shopping.
36

37. Feature 2 - Snapshots
37

38. Feature 3 : Initial Sketch, User Review & Final Sketch
● Initially we thought of showing notification icon and number of notifications as list about the
recommendations of new purchase
● During the session we thought of introducing a new chatbot feature to show all the recommendations for
the upcoming purchase based on the purchase history
38

39. Feature 3: AI Based Chatbot
Whimsical Link : https://whimsical.com/VJP8MQzPZeqpiuzGb1c9WG
Feature Explanation :
- A notification icon is placed at the top right corner that shows the # of notifications
received in the personalized account
- A chatbot that runs of NLP and ML in the backend is provided that shows the user the
latest arrivals/recommendations based on her previous shopping history.
39

40. Feature 3: AI Based Chatbot
40

41. Feature 4 : Initial Sketch, User Review & Final Sketch
● Initially we thought of navigating to new google maps window to locate nearby store
● During the session we thought of introducing an embedded maps on the same screen and also an
option to share the location via mail, whatsapp and sms
Google location
41

42. Feature 4: Nearest Zivame Location
Whimsical Link : https://whimsical.com/VJP8MQzPZeqpiuzGb1c9WG
Feature Explanation :
- A notification icon is placed at the top right corner that shows the Location icon ,when
clicked, provides the option to share the location through mail/ whatsapp/ Message
42

43. Feature 4: Nearest Zivame Location
43

44. Feature 5 : Initial Sketch, User Review & Final Sketch
● Initially we thought of showing only the grievances cell contact number for the user to log any concern
● During the session we thought of introducing a new call back feature to address any user concerns
44

45. Feature 5: Grievances Screen
Whimsical Link : https://whimsical.com/VJP8MQzPZeqpiuzGb1c9WG
Feature Explanation :
- A notification icon is placed at the top right corner that shows the Telephone icon ,when clicked,
provides the option to enter text that will be processed through DL and ML algorithms and assigns
to the specific customer care executive, who calls to the customer’s registered mobile number.
- An avatar of the person is displayed who calls to the customer , which was included for User
friendly experience.
45

46. Feature 5: Grievances Screen
46

47. Feature 5: Grievances Screen
47

48. Prototype
Tools used - Marvel
Prototype: https://marvelapp.com/52cc21a/screen/65646263
48

49. Industry Project
Part 2 - Zivame
Gurpreet Singh - android.gurpreet@gmail.com
Praveen Kumar Devisetti - praveendevisetti@gmail.com
Raghavendra Pratap Jujjavarapu - ragssets@yahoo.co.in

50. Deriving the MVP Version
50
Apply AI on previous sales data
combining with UX for fitting suggestion
based on buyers persona
Synchronize inventory placement
information across all sales point
using Bin identification.
Implement AI to ensure personalized
experience with best time to send and
add notification. Feature to get
customer’s preferences.
Impact
Effort
Embed GMap and share option
via mail, whatsapp etc.
Route calls to concerned
Department based on
customer’s information.
Low High
LowHigh
High Impact Low Effort High Impact HighEffort
Low Impact Low Effort Low Impact High Effort
Providing
Seamless
Customer
Experience to
promote users to
customers across
all sales channels

51. Riskiest Assumption to be Tested MVP
51
Critical0
Confidence
100
10
Less Critical + Low Confidence Less Critical + High Confidence
Highly Critical + High Confidence
Highly Critical + Low Confidence
Route calls to
concerned
Department
based on
customer’s
Information.
Customer will come to website &
search to report grievances
Registered Mobile Number Should be
accessible with the Customer While
raising grievances
Riskiest Assumption
Customer will be satisfied with the
responses from the concerned
departments
Customer expect faster resolution of
their respective grievances
Customer expect No Noise during
his/her conversation with the
Grievance centre
Customer expects call back from the
Grievance centre, if his/her call is
disconnected

52. Riskiest Assumption to be Tested MVP
52
Customer would churn out before buying the
product if he/she doesn’t find the product looking
for using bin identification.
Critical
Customer is willing to locate desired item
from nearest available stores he could visit
personally
0
Confidence 100
10
Less Critical + Low Confidence Less Critical + High Confidence
Highly Critical + High Confidence
Highly Critical + Low Confidence
Synchronize
inventory
placement
information
across all sales
point using Bin
identification.
Riskiest Assumption
Customer would be willing to search
for the product he/she needs
seamlessly.
Customer would like to get new
product updates he/she finds out
using website.
Customer would purchase the
product he/she finds out on his visit to
store

53. RoadMap of Features Identified
53

54. 54

55. Analytic Methods & Tools
Methods:
● Unique Visits: how many people total visit the website per month, rather than the total number of hits or
clicks
● Page Views: what pages on a site were seen the most
● Pages: which pages cause visitors to abandon the site
● Bounce Rate: how many people driven to the site from an external traffic source (organic search,
pay-per-click, banner ads) viewed just one page of the site and then left -- an indication of poor search
optimization and lack of compelling content
● Stickiness: how long people stay on a particular page or website when they arrive; the longer they stay, the
greater your chance of making a brand impression or sale.
● Site Entry Points: how people get into your site and the pathway they travel to reach your landing or
transaction pages
● Keywords and Phrases: which keywords and phrases people searched to find your site.
55

56. Analytic Methods & Tools… Contd
● Conversion Rate: percentage of visitors to a transaction page who take the indicated action, whether it’s
downloading a white paper or purchasing merchandise
● Click Density: the amount of clicks on each area or “zone” of the web page (including links, images, text,
and white space) to show which spots users are viewing and clicking, and which zones they ignore
Tools:
● Google Analytics – monitor metrics more closely
● Hootsuite – make the most of social media
● Mixpanel – understand mobile devices
● Megalytic – Integrate Data obtained from cross platforms
56

57. 57
Product Requirement Documents
Vision Helping women uninhibitedly shop for intimate wear.
Goal Convert Users to Loyal Customers by providing seamless O2O
experience across all the sales channels.
Initiative Enhancing shopping experience by technology driven initiative
across sales channels.
Persona
Slide 26: Target User Persona - 2
Slide 27 : Target User Persona - 3
Slide 25: Target User Persona - 1

58. 58
Product Requirement Documents Feature 1
Feature Route calls to concerned
Department based on customer’s information.
Purpose Effective Handling of “After Sales” Customer Grievances
User Problem ● Customer is unaware of channels to report their
Grievances
● Customer at times is routed to a different department
manually which is not concerned about their respective
problem
Acceptance Criteria ● Identifying right contact of customer raising grievances
● Route to the correct department to solve the grievances
● Grievances are resolved to customer satisfaction.

59. 59
Product Requirement Documents - Feature 2
Feature Synchronize inventory placement information across all sales point
using Bin identification
Purpose Desired Product availability to the customer across all sales
channels
User Problem Customer cannot locate her desired product at desired
locations that they have already viewed across other sales
channels
Acceptance Criteria Customer finds her desired product at desired location