Industry project on Zivame, a hybrid lingerie marketplace

1. 1
Zivame-Industry Project-Phase 1
Student Names:
 Arnob Dutta
 Paramjit Singh
 Narendra Anguluri
 Dr Nayan K. Mali
Date: 07/08/2019
Index
 Competitive Analysis
 User Research
 Sketches and Wireframes
 Usability Testing
 Interactive Prototypes
 Disclaimer

2. 2
Competitive analysis
Direct Competitors Indirect Competitors
Clovia Flipkart
Pretty Secrets Myntra
Trendit Jabong
Data Points Zivame Clovia Pretty Secrets
Goals  We will always remain inclusive
by creating products for every
body and age
 We will continue to do good by
using processes that put women
first
 We will continue to innovate and
always make women look forward
to our designs
 We will positively impact women
enabling the entire cycle from
creation to delivery
 We will stay true by giving you the
finest quality and service
 The team here at Clovia is inspired
and motivated to bring to you
beautiful lingerie that looks sexy,
and always feels comfortable.
 Highlighting curves you never knew
you had, in fabrics and cuts you
never knew could so comfortably
flatter you, we are committed to
providing the high-fashion and
premium lingerie that you deserve.
 We even give you the luxury of
browsing through our collections
online, in the privacy of your home,
and having your picks delivered right
to your doorstep.
 Pretty Secrets aims to
establish the positioning,
raise awareness and have a
measurable impact through
the lift in website traffic, app
downloads
 Understanding that the
online consumer's needs
and consumption pattern
are different is the key to
the evolution of the brand.
 There is a dedicated focus to
catalog width, competitive
pricing, high fashion and
targeting youth which is
evident in the product range
Mission  To offer every woman the
confidence, comfort and the
choice she deserves
 Confidence is sexy and we want
to help women find it, wear it and
be it every day.
 At Zivame, we reinvent lingerie.
We reimagine outerwear, we
rethink design innovation and
spend hours creating every single
piece to make a woman feel
beautiful in seconds
 Accompanying you on your most
memorable adventures, and taking
their most intimate secrets safely
back to the closet. Yes honey, it is
your lingerie we’re talking about.
 We are talking about smooth and
silky, plush and pretty – the kind
that fits your body like a glove and
feels like your second skin. The kind
that you hand pick after hours of
coordinating your mood
 To revolutionize women’s
perception of lingerie by
redefining the term “basic”.
The brand believes that your
everyday lingerie need not
be boring
 To empower confidence in
young Indian women who
are afraid to take a stance.
 Provide a strong omni
channel experience to its
customers by expanding its
retail footprint offline
Strategies  Zivame chose to tap their
potential target audience to be
women between the age group of
20-35
 They made their presence felt on
Facebook through regular online
posts so as to net different
promotions on Facebook
 Photograph promotions using
Facebook Lead Ads was used to
lure audiences using their
products
 Zivame’s pricing strategy is
 Clovia’s aim was to reach out to
women via mobile using Instagram
adverts. The target audience was
within the range 20-45 years
 Using Instagram adverts, Clovia
segmented their audience based on
age and location in metropolitan
cities
 Clovia’s pricing strategy has a more
mass market appeal. Their prices
range anywhere between INR 300 –
INR 1000
 Clovia promises to dispatch orders
 Pretty Secrets’s pricing
strategy also has more of a
mass market appeal. Their
prices range between INR
500 – INR 1000
 Below are the dispatch fee
details:
Below
INR 999
Above
INR 999
Shipping
charge
INR 99 Free

3. 3
extensive as its products ranges
between range from INR 200 –
INR 2000+. Hence their pricing is
more on the Premium scale
 Zivame promises to dispatch
orders within 24 hours of order
placement. Items are charged at
INR 49 if the order value is less
than INR 995
 Zivame promises to deliver the
products in Tier 1 cities in 2-3
working days whereas for Tier 2
cities they promise a TAT of 12-15
working days
 Zivame offers rewards program
called “Circle of Radiance” which
will have benefits like exclusive
sale and discounts, exclusive
customer care and unlimited free
shipping based on the past 12
months purchase history
for free for orders above INR 749. A
nominal delivery fee of INR 39 is
charged for orders less than INR 749
 They do not make any promises on
the Delivery ETA however they
assure that the order will be
dispatch within 24 hours of placing
the order
COD
charge
INR 50 INR 50
 PS promises to deliver
products within 2-5 business
days
Current
Employees
231 101-250 51-100
Funding  Total of 5 funding rounds till date
 Total funding amount till date is
$57.6m
 Latest round of funding was on
March 30 2019 by Allana Group
and Zodius Capital for INR 600mn
 Total of 5 Lead Investors till date
 Total of 4 funding rounds till date
 Total funding amount till date is
$18.7m
 Latest round of funding was a Series
C type by AT capital for $10 mn
 Total of 5 lead investors till date
 Total of 2 funding rounds till
date
 Total funding amount till
date is $8m
 Latest round of funding was
a Series B type by RB
Investments on June 21
2016 for $6m
 There has been 1 lead
investor till now
Revenue
Details
 Zivame has $7.3m in estimated
revenue anually
 Clovia has $18.6m revenue annually  Pretty Secrets has $5m in
estimated revenue annually
Founder
Profile
 Richa Kar is the Co-founder of
Actoserba Active Wholesale
Private Limited and serves as its
Chief Executive Officer and also
has been its Director since June
13, 2011.
 Kapil Karekar is the co-founder
with over 12 years of business,
product and technical experience
in the Internet industry. He has a
demonstrated expertise in setting
up business units, strategic
planning, application architecture,
product management and
 Pankaj Vermani is an Internet
entrepreneur and Incubation/Start-
up specialist based in India.He is
currently heading the Incubation
Program from Mountain Apollo India
to incubate and scale 3-4 start-ups
every year, assisting paper plans to
develop into viable businesses.
 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
 Karan Behal is currently
Founder & CEO at
PrettySecrets

4. 4
building impeccable products
from the ground up.
Panda Fashions Pvt Ltd. She is
responsible for driving its sales and
operations across Channels and
Geographies.
Business
Model
 Operational cities : Offline stores
in over 13+ cities in India
 Headquarters : Bangalore, India
 Target market : India, online
women audience between age
range of 20-35
 Operational cities : 15 offline stress
in India
 Headquarters : Noida, India
 Target market : India, online
campaigns for audience between
age range 18-45
 Operational cities : Offline
stores in over 18+ cities in
India
 Headquarters : Mumbai,
India
 Target market : India, online
campaigns
Revenue
Model
 Zivame works on 15-20%
commission on private labels and
in-house brands gets then 50-60%
margins
 Online marketplace with
instructions on how to choose
your fit and blogs about fashion
 Hybrid experience thru physical
stores, aims to expand to 100
stores via franchise
 Maximizing profits through own
collection
 Encouraging women partners to
start selling for by partnering with
Clovia thus reducing marketing
spend
 Hybrid model also open to bulk
purchase in your own store
 Hybrid experience thru
physical stores, aims to
expand stores via franchise
 Maximizing profits thru own
collection
 Also available in other ecom
sites
Strengths
 Non – descriptive discreet
packaging
 Online privacy
 Fit Consultants service
 Premium brands are also
available like Enamor, Amante
 Offers
 Pricing
 Private mode
 Consulting service
 Offers
 Free Shipping
 Easy Returns
 Start your own PS store
Weaknesses  Tiring return policy
 Supply chain management issues
 Less in-house products
 Less variety
 No other brands apart from Clovia
 Delay in delivery
 Low quality products
 Low quality products
 Delay in delivery
 Delay in Pickup/Exchange
 Poor fitting
Challenges  Unable to manage logistics inline
with the demand
 Expensive compared to
competition but quality is not
justified for the price
 With marketing and
advertisement spend 30-40%
highest among the competition
 Unable to manage logistics inline
with the demand
 Cheaper compared to competition
but unreliable quality, poor strap
 Very minimal marketing spend
around 17%
 Very minimal marketing
spend around 15%
Future
Initiatives
 With the latest funding of INR 60
crore, Zivame plans to expand its
offline store count from 30 to 60
in the coming year
 The expansion will focus more on
Tier 1 cities
 The funds will also be used to
 It will expand its product portfolio
with the launch of maternity wear
 Clovia will focus on women’s apparel
for growth
 Clovia will open 15 additional offline
stores within the region
 It will also use the funds to hire
 Planning to open 300 stores
by end of 2019 all over India
 Planning to Tie up with
International markets and
plan to partner with major e-
commerce websites by end
of 2019

5. 5
augment technology and for
product development
people for its design, tech and sales
team and add new product
categories
Product Performance Analysis – Zivame App
Specific IOS Android Comments ( If
necessary
App downloads 30k downloads 300k downloads
App ratings 3/5 4.2/5
User Experience  Payment page crashes
 Scroll issues while selecting bra sizes
 App crashes while using the search,
Add to Cart and Add to Wishlist
option
 As per recent update, the app ran
slowly while scrolling down compared
to the previous version
 App is user friendly and seamless
Basic Features  Seamless login using Facebook and
Google ID’s
 App only Zivame coupons provided
 Share option with friends via
Facebook, Twitter and Google+
 Browse products with detailed
descriptions and large multi
perspective images
 Track orders on the go
 Shop worry free with secure payment
options like COD, Saved Cards, Net
Banking, Mobile wallets (Paytm,
Mobikwik, Freecharge)
 Seamless login using Facebook and
Google ID’s
 App only Zivame coupons provided
 Share option with friends via
Facebook, Twitter and Google+
 Browse products with detailed
descriptions and large multi
perspective images
 Track orders on the go
 Shop worry free with secure payment
options like COD, Saved Cards, Net
Banking, Mobile wallets (Paytm,
Mobikwik, Freecharge)
New Features  Improved Filter experience
 See product ratings directly in your
search results
 Reorder items easily from your
history
 Product recommendations on your
home screen
 Improved Filter experience
 See product ratings directly in your
search results
 Reorder items easily from your
history
 Product recommendations on your
home screen

6. 6
Product Performance Analysis – Clovia App
Specific IOS Android Comments ( If
necessary
App downloads 7k downloads 300k downloads
App ratings 4.6/5 4.5/5
User Experience  App is user friendly and seamless
 User is not notified on any delivery
changes for prepaid orders
 Cannot track orders after purchase
within the app
 Shopping experience is seamless
 App is slow at times
 User is not notified on any delivery
changes for prepaid orders
Basic Features  Awesome Super Saver Deals
 Wide range of products
 Great Quality
 Reasonable Pricing
 Cash on Delivery
 Free Shipping
 Discreet Packaging
 Free Gifts
 Hassle-free returns
 Awesome Super Saver Deals
 Wide range of products
 Great Quality
 Reasonable Pricing
 Cash on Delivery
 Free Shipping
 Discreet Packaging
 Free Gifts
 Hassle-free returns
New Features  Paytm wallet enabled in payment
options
 UI enhancement
 Bug Fixes
 UI enhancements
 Bug fixes

7. 7
Product Performance Analysis – Pretty Secrets App
Specific IOS Android Comments ( If
necessary
App downloads < 5k downloads 300k downloads
App ratings 4.6/5 4.2/5
User Experience  App is user friendly and seamless
 While making a payment for the
order, the app does not get redirect
to the bank page screen to enter the
OTP
 Cannot track orders after purchase
within the app
 Shopping experience is seamless
 App is slow at times
Basic Features  Search by Type, size, price and colour
or browse and buy our exclusive edits
plus your wish lists and shopping bag
sync between your devices to give a
seamless shopping experience
 Quickest Checkout mode
 Instant push notifications on sales
and other events
 Share your picks via Whatsapp,
Twitter, Facebook, Instagram and
Email
 Search by Type, size, price and colour
or browse and buy our exclusive edits
plus your wish lists and shopping bag
sync between your devices to give a
seamless shopping experience
 Quickest Checkout mode
 Instant push notifications on sales
and other events
 Share your picks via Whatsapp,
Twitter, Facebook, Instagram and
Email
New Features  Store locator UI revamp  Web engage Sdk update
 Google Play Permission policy
compliance update

8. 8
USER RESEARCH
Population Size
1. Guesstimates
 Population of India (approx)= 1.3 billion
 Population ratio Rural vs Urban (assumption)= 30:70
 Urban population= 1.3bn * 34%= 0.44 bn
 Assuming Hyderabad, Bangalore, Kolkata, Delhi & Mumbai comprises of 15% of urban
population, the population would be = 0.44bn*15%= 66M
 Assuming age group of 18-40 is 30% of total urban population =
 66M*20%=13.2M
Population size is approx. 13.2M
2. Resources: Facebook Lead Ads (Audience Insights)
Population size is between 10M-15M approx.
Sample Size Calculation

9. 9
USER RESEARCH -Target Audience & Research Hypothesis
Target Audience for online (web and mobile app)
Female 18 years of age or older, who are especially single, studying, married, working who use tech savvy,
open to experimentation to shop and purchase lingerie online at an affordable cost, acceptable quality
and delivery. May switch brands if not satisfied.
Target Audience for offline (stores)
Female, age 25 years of age or older, who are brides, married, working or housewives who may or may
not use mobile apps, and prefer to shop and purchase lingerie in store. Affordability is not an issue, but
quality, variety, brand, experience matter to them.
Objective
To achieve CAGR 20% 2019- 2024 by increasing customer base and customer retention through physical
stores and digital platforms
Hypothesis
1. Females are not satisfied with the fit and quality especially when buying lingerie online.
2. Females find it difficult to arrive at exact size when deciding to buy.
3. Females ( Indian) will be open to use technology(AI & AR) for intimate wear selection
4. Females generally seek opinions (family, refer blogs, friends) to buy lingerie
5. Females will spend 1000- 1500 on lingerie
6. Females buy lingerie every 3 months.
Survey Form Link
https://qtrial2019q2az1.az1.qualtrics.com/jfe/form/SV_b7yMPdqRMNaC3Fb

10. 10
Results of the Survey
Pain points
In Store purchase
 Over 26.09% of the female audience believe that “Quality”,“Fitting” and “Style(matching and
variety)” of the lingerie item seems to be a major problem during purchase in an offline store.
Online purchase
 Over 50% of the female audience believe that “Fitting” of the lingerie item while purchasing

11. 11
online is a major issue. 25% believe that “Quality” of the lingerie item cannot be determined while
purchasing a Lingerie online
MOTIVATIONS
 Over 43% of the female audience prefer to purchase lingerie from a nearby store
 Female audience prefer online purchase as online medium has vast collection, discounts and
variety of brands
28%
43%
29%
Lingerie Buying Preference
Malls
Nearby store
Online
78.86%
58.93%
78.50%
78.57%
35.64%
46.43%
I LIKE VAST COLLECTION
VERY HARD TO FIND SUCH COLLECTION IN-
STORE
CHOICE OF BRANDS(NATIONAL,
INTERNATIONAL)
DISCOUNTS AND PROMOTIONS
I AM NOT COMFORTABLE GOING IN-STORE
FOR LINGERIE
I DO NOT HAVE TIME FOR IN-STORE
SHOPPING
ONLINE LINGERIE MOTIVATION

12. 12
 70.27% of female audience believe that the “Daily Lingerie” will improve the comfort
GOALS
 Over 17.39% seek inspiration from “Family” and In-store styles before a lingerie purchase, 14.49%
from celebrities and 13.04% “Friends”. Hence Hypothesis 4 i.e Females generally seek opinions (
refer blogs, family, friends) to buy lingerie is partially proven in this case.
Budget
70.27%
5.41% 5.41% 5.41% 8.11% 5.41%
Daily lingerie Swimwear Sports Grow up and
sexy
Luxury, finest Lacy, feminine
AREAS OF IMPROVEMENT FOR
LINGERIE
9
12
10
3
8
6
12
9
0 2 4 6 8 10 12 14
FRIENDS
FAMILY
CELEBRITIES
PEOPLE IN MY SOCIETY/LOCALITY
MAGAZINES
FASHION BLOGS
IN-STORE STYLES
OTHERS
INSPIRATION BEHIND LINGERIE
PURCHASE

13. 13
 70% of the female audience prefer to have a yearly Lingerie budget less than 5000 INR. Hence
Hypothesis 5 i.e Females will spend 1000- 1500 INR on lingerie is proven
DEMOGRAPHICS
Age Group
 Over 67% belonged to the age group between 18-31
70%
30%
Lingerie Budget (yearly)
<5000 INR
5001 - 10,000 INR
67%
17%
16%
Age Group
18-31
32-40
40+

14. 14
City
 Majority of the female audience ( 25 in total) reside in Bangalore
Highest Degree Achieved
 46.55% of the female audience hold a Master’s degree and over 44.83% hold a Bachelor’s degree
Employment Status
9
2
1
1
25
2
18
0 5 10 15 20 25 30
NEW DELHI
MUMBAI
CHENNAI
KOLKATA
BANGALORE
HYDERABAD
OTHER
Female Residence
3
27
26
2
0 5 10 15 20 25 30
DOCTORATE
MASTERS
BACHELOR
HIGH SCHOOL
Highest Degree Achieved

15. 15
 Majority of the female audience (69%) are employed
Marital Status
 Over 53% (31 in total) of the female audience are Married
69%
16%
3%
10%2%
EMPLOYMENT STATUS
Employed
Self-Employed
Student
Home maker
Other
31
1
1
2
23
0 5 10 15 20 25 30 35
MARRIED
WIDOWED
DIVORCED
SEPARATED
NEVER MARRIED
Marital Status

16. 16
ADDITIONAL INSIGHTS
 78% of the female audience confirmed that they do not find it difficult to determine exact
size. Hence Hypothesis 2 “Females find it difficult to arrive at exact size failed in this
aspect, although 23% are not sure of determining their size.
Criteria for Buying Lingerie Online-Fitting, Fabric Quality, Brand
78%
22%
0%
Lingerie Size Determination
Yes
Not sure
Not at all

17. 17
 Over 65% prefer to purchase lingerie whenever the need arises. Only 19% prefer to
purchase lingerie every 3 months. Hence Hypothesis 6 i.e Females buy lingerie every 3
months failed in this case
USER RESEARCH -CONTEXTUAL INQUIRY
Contextual Inquiry-User Information 1
Demographics:
Name: Ipsita Nath
Age: 22
City: Bangalore
Occupation: Learning and Development Specialist
Marital Status: Single
Educational Qualification: B.E (Computer Science Engineering)
Technology:
Mobile Device OS : IOS
Preferred Device for Web Access : Laptop
Preferred Social Network : Facebook
Favourite Brands : Apple
5%
19%
9%
2%65%
Lingerie Shopping Trends
Monthly
Quarterly
During occasions
During sale
When ever I feel/need comes

18. 18
Venue of the Contextual Inquiry
Venue Details: User’s office
Details of the Task Performed
App name: Zivame
Task: Buy a lingerie using the Zivame app
Task Details: User will attempt to purchase a lingerie from the Zivame app
Link to the video from the user:
https://drive.google.com/file/d/11gUNoY5xSv2rj_GpGPjlqOIpzWMBZ9j_/view?usp=sharing
Notes from the Contextual Inquiry Session
Q&A
1. Have you ever used the Zivame app?
Ans: Yes. I have used it once
2. What device are you currently holding?
Ans: IOS
3. How do you determine the type of lingerie you purchase?
Ans: I check lingerie items which has offers in it
4. How was your ordering process in Zivame?
Ans: I liked the ordering process in Zivame. It was seamless. However I found the lingerie pricing to be
slightly overpriced. They have a “Sizing option” and “Speak to a Specialist” to get your size confirmed
which is a good thing.

19. 19
I would however like to have a trial feature which is something that online websites like Zivame
doesn’t offer. If I have a list of lingerie items I choose, I basically would want to have those items arrive
at my place so that I can go about trying these set of items and decide on the best option to purchase.
5. Do you think that if Zivame has a platform to order a set of lingerie items to try on
before the purchase i.e if someone bring the items to your place to have a trial first, do
you think that would appeal you?
Ans: Yes. That would be great
6. Do you prefer to purchase lingerie in an offline store or online?
Ans: As of now offline, as I prefer to try a lingerie before purchase
7. How would you rate the current ordering process in Zivame
Ans: 4/5
Distractions if any : There was no disturbance from the user side
Moments of Delight
 Zivame app is user friendly
 The ordering process is simple
 Option of “Size chart” and “Speak to an Agent” feature to confirm on the size is a Wow factor for
the customer
 Lingerie items are available with the type of offers for each
Disappointments
 User was disappointed that there is no option to have a trial on the lingerie items she purchased.
Analysis
 User was pretty confident in what she was doing while shopping for lingerie using the app.
 User was able to search for the Lingerie in Zivame.
 There were no issues while searching for the lingerie item in Zivame. The ordering process was
successful.
 User wanted to physically wear the product to be assured of the size and quality.

20. 20
Contextual Inquiry -User Information 2
Demographics:
Name: Damini Gupta
Age: 22
City: Pune
Occupation: Business Development Manager
Marital Status: Single
Educational Qualification: M.A (English)
Technology:
Mobile Device OS : Android
Preferred Device for Web Access : Laptop
Preferred Social Network : Facebook
Favourite Brands : Apple
Venue of the Contextual Inquiry
Venue Details: User’s home

21. 21
Details of the Task Performed
App name: Zivame
Task: Buy a lingerie in the Zivame app
Task Details: User will attempt to purchase a lingerie from the Zivame app
Link to the video from the user:
https://drive.google.com/file/d/1uYOp37_wTjMycyL9UllEd96y8Ml2PBOq/view?usp=sharing
Notes from the Contextual Inquiry Session
Q&A
1. Do you have your Zivame app installed on your device?
Ans: Yes. I have installed the Zivame app
2. Is it an Android or an IOS Device?
Ans: It is an Android Device
3. Have you used the Zivame app before?
Ans: Yes. I have used it once in a while
4. I see that you have specifically looked out for lingerie items which has discounts in
it. Is this your approach when you are trying to purchase a lingerie?
Ans: Nothing like that. Discounts are there for a reason. They attract customers. You get many
options, features for a lingerie. Hence the first approach will be to look out for discounts.
5. How was your overall ordering experience in Zivame? Do you have any feedback
on the current ordering process?
Ans: The ordering experience has been good. The main concern when buying online is the size
and fitting of the Zivame. Even though we have advanced features like “Size Chart” and “Speak
to a Specialist”, it still lacks a bit of an appeal because we do not get to have a trial of the
product before confirming on the purchase
6. Please correct me if I am wrong. If Zivame provides you a platform to have a
feature to choose a set of items to purchase and have an agent deliver the same at
your place for trial, do you think that appeal you?
Ans: Yes. That would be a very appealing feature
7. How would you rate the current ordering process in Zivame
Ans: 4/5
Distractions if any : There was no disturbance from the user side

22. 22
Moments of Delight
 Zivame app is user friendly
 The ordering process is simple
 Option of “Size chart” and “Speak to an Agent” feature to confirm on the size is a Wow
factor for the customer
 Lingerie items are available with the type of offers for each
Disappointments
 User was disappointed that there is no option to have a trial on the lingerie items she
purchased.
Analysis
 User was confident in using the Zivame App
 User was able to browse through the categories in the Zivame app
 There were no issues while searching for the lingerie item in Zivame. The ordering process
was successful. User had a confusion on where the “Size Chart” was located. User was able
to figure out the same
 User wanted to physically wear the product to be assured of the size and quality for that we
can have 2 step approach
1. Update your measurements on the app and pic(optional) which will render 3D image
of you. You can select and see how it look on you virtually
2. Try @home option to let user choose multiple items like Lenskart used to do. It
saves lot of money instead of opening many physical stores. Whichever you like, the
user can purchase and return the rest of the lingerie items
 We can employ women delivery agents to make customers more comfortable and we can
market as a unique offering
Hence the Hypothesis “Females (Indian) will be open to use technology(AI & AR) for intimate
wear selection” is proven in this case

23. 23
USER PERSONA
User research based user persona details:
 Young Females (18-31 years of age)
 Living in major cities, Married, working or self-employed.
 Educated holding Masters or Bachelor’s degree.
 Prefer to purchase lingerie online (web and mobile app) and use technology (devices,
features/functions).
 Uses social media-Facebook, WhatsApp and mobile devices-IOS and Android.
 Concerned about right lingerie fit, quality, style, color, online promotions, referral as buying
decision points .

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User Journey Mapping (Initial)-Based on User Research
User Goal: To buy good quality lingerie with great fit, size and material
Touchpoints: Social media (FB, Instagram, Twitter), Stores, website, Justdial, Google AdWords, blogs,
e-commerce reviews
SUMMARY OF USER SURVEY , CONTEXTUAL INQUIRY AND PERSONA
 Total Responses in Survey-50. One Contextual inquiry-Difficulty in getting inquiries with
women especially recording.
 Women 18-31 years old, married, living in cities, working in office and self-employed, buys
lingerie whenever required, has a budget of equal to 5000 INR. Likes to try shopping using
web and mobile app using android and IOS devices. Mostly finds the right fit for their
lingerie but buying the right fit is an issue along with quality of material. They would like to
have features which enables them to experience the in-store process of trial and
confirmation of size, comfort and quality of material. Open to promotional offers, discounts
are price conscious.
 User prefers buying online on mobile but prefers to try lingerie in store or at home.

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Prototyping
Features suitable to adopt from User Research to enhance online web and mobile purchase
behaviour and outcome.
 User to be provided relevant information and methods to find the right fit for their lingerie.
(body illustrations, sizing instructions).
 3D rendering of their body type and right fit by updating measurements on the app and
pic(optional) which will render 3D image. User can select and see how it looks on them
virtually.
 Try @home option to let user choose multiple items like Lenskart used to do. It saves lot of
money instead of opening many physical stores. Whichever you like, the user can purchase
and return the rest of the lingerie items
 Current Happy Customers feedback with their photos, and location which will improve trust
among new users.
 Zivame can employ women trial agents @home to make the home trial activity more
comfortable and market as a unique offering.
Zivame Use Cases Functional Requirements
(Web and Mobile)
1.User is able to confirm their lingerie size and fitting Create new page of “Right Sizing”.
User’s access features of finding the
right fit on Zivame home page-Right
Sizing (left panel link on the home page.
2. User is able to view the different links related to lingerie Link of Breast Size Calculator/Panty Size
Calculator, Breast Size Dictionary etc on
the Right Sizing page.
Select Breast Size Calculator option and
identify breast type similar to their own
and select shop option.
3. User is able to view & identify different breast shape and sizes User can follow the instructions to
measure their chest size and bust shape
and enter the value (in cm) and “get the
size”
4. User is able to view & identify different hip shape and sizes User can follow the instructions to
measure their hip size and enter the
value (in cm) and “get the size”
5. User is able to view Happy customers review and feedback. User can go to product category links
(bras, panty, nightwear etc) and while
scrolling on the page below they can
view Happy Customers Link. This link
gives name, location, and review
content of the happy customers.

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6. User is able to try lingerie at home by ordering 3 lingerie’s User can go to Home Try-on link and
find out the details of trying lingerie at
home. They can select 3 lingerie of
their choice, and order them to be tried
at home as shown in the prototype.
7. User is able to find the right fit by using Avatar 360 feature User can go to Avatar 360 link and find
out the customization details of
checking lingerie fit. Upon entering
their own parameters, they will get a
3D image of body showing lingerie
fitment details.
Choice of the best solution:
Zivame is an established online lingerie store, therefore, as a part of ongoing user research (survey
and contextual inquiry) we found that following pain points needed attention, and these were also
main criteria for purchase in order of importance.
1. Size and fitting-50%
2. Quality of lingerie-type of material/make-25%
3. Returns and Exchange-16%
4. Matching and variety-9%
To address these issues, we have come up with a few features for new or established user.
1. Size and Fitting-The ability of the app to provide knowledge and experience of women to
find out the right fit of their lingerie is enhanced by providing anatomical dictionary,
instructions to measure the relevant body parts, as well provide shop link based on these
metrics.
2. Quality -Actual customers, with their consent, providing real feedback on quality with
details of location and photos will enhance the trust for new users.
3. Quality, Size and Fitting, Returns and Exchange-Home try-on option is one of the key
drivers to conversion of an order for majority of the women. Therefore, this option is
provided on the website with details of ordering terms and conditions.
4. Size and Fitting, Matching-3D visualization of the lingerie size, fitment, match-Add screen is
pending.

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Zivame New Features-Workflow For Mobile and WebApp
Mobile-Avatar 360-3D feature and Home Try-on
WebApp-Avatar 360-3D feature, Right Fit Tools, Happy Shoppers, and Home Try-on
zivame
home
page
Avatar 360-to
find right fit
Happy Shoppers
Page-to check
real customers
review
Home Try-On For
Tria and
assurance of
fitment, quality
Right Fit Tools-
Breast Shape
Dictionary, Bra
Size Calculator,
Panty Size
Calculator

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INITIAL SKETCHES AND WIREFRAMES- WEB APP ON MOBILE AND
DESKTOP -40.45% users prefer web app
WEB APP for new features
Home Page- Zivame, giving new feature links on left panel -Right size and Home Try on

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Bra Size calculator page-with illustration and ability to add value in cm for size results

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Breast Shape Dictionary Page-For user to match their breast shapes and shop accordingly
by selecting shop button.
Panty size calculator-screen showing illustration of waist and how to take measurement
and add the value in cm to get the appropriate size for Panty

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Happy Shoppers Page- Showing real customers as examples who are happy and loyal with
their feedback note, photo and location. This is available on all pages below the lingerie
displays.

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Home Try-On Page-Showing workflow of home try on selection-Choose type, try at home
and return easy with instructions.

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WEB APP Wireframe-Guidelines to refer for interactions.
Link to interactive wireframe:
https://app.moqups.com/Zn2rdPAi9a/view?ui=0
Using existing framework of Zivame, we have added features which are intended to enhance the
user experience during the user journey of buying lingerie from Zivame and remove pain points of
 Ill-Fitting
 Lack of trying options and trust factor
Features
1. Right Sizing-This feature is to help new and existing users/customers to help find the right fit
concerning their lingerie. It has good information in terms of variety of woman body shapes
(anatomical illustrations) and how to take measurement of their body and find out the right
size and shape.
Click on Page 1- Right Sizing-this link on the left panel.
On Page 2, you will find out different options of finding your right fit for lingerie of your choice.
Options:
 Breast shape dictionary-currently active showing the pictures
 Bra Style guide
 Bra Size calculator-Click here next
 Underwear size chart
 Panty Size calculator
 Bodysuite size chart
 Lounge size chart
 Lingerie care
Click on Bra Size Calculator link on Page 2-It will display the Page 3-calculator instructions
page.
This provides an illustration of how to take chest measurements and enter measurements. “Get
my size” button gives the right size options.
On Page 3, Click on “Bra Size Calculator” box to get to Page 4 screen-“Get my size” button gives
the right size options (L/M/S).
On Page 4, click on “Panty size calculator” Link (red). This provides a illustration of how to take
waist measurements and enter measurements. “Get my size” button gives the right size options
(L/M/S).
On Page 5, Click on “Avatar 360” button -“for 3d Page.

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2. Happy Shoppers - This feature is intended to increase the trust factor with new and ongoing
customers who are yet to become loyal and brand ambassadors. It is based on loyal and
delighted customers who give their feedback on quality of product with their pictures and
locations. This feature will be shown product wise (Bra, Panty, Nightwear etc).
Click on Nightwear from Page #6, the nightwear screen will be displayed.
Click the link “Happy Shoppers” on Page #7-to view the Happy Shoppers” screen.
On Page 8, list of happy customers with their photo and reviews will be displayed.
3. Home Try-On - This feature enables the users to try lingerie at home. They can choose 3
products and order “home try-on” and return the product in 7 days. This is intended to
increase the comfort of trying the product at home and also generate high trust factor with
new and ongoing customers who are yet to become loyal and brand ambassadors.
Click On page 8-Home try on link to get to home try-on screen and order your products.
On page 9- Options of Choose Three, Try at home, and Return Easy content will be
displayed.
Click on Page 9 –“Try at Home” the Page 10 Order screen will be displayed.
4. 3D Avatar - This feature enables user to clearly visualise and virtualize her avatar. User can
edit the measurements add items to avatar to see how it will fir them and how it will look on
them. 3D avatar also shows which fit in color codes Red - Tight, Yellow - Correct, White -
Loose.
5. Click on Avatar on Page 1 or 2 or Continue shopping on page 10 to visit avatar section.
6. Click on change on Page 11 to modify measurements, Avatar and shoes on page 12 to
select face and shoes and click on continue shopping to finalise avatar
7. Click on compare side by side on page 13 to see comparison of different sizes
8. Click on movie clip to visualise ramp in motion if item is too big for you it will start sliding
right Away
9. Click on add to dressing room to select multiple clothes to see how they will look on your
and you can select any one or none among them
10. Click on add to cart to checkout.

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Web App Wireframes (Includes corrections and modifications after receiving
feedback from users)
Home Page- Zivame, giving new feature links on left panel -Right size and Home Try on,
Avatar 360.
Bra Size calculator page- with illustration and ability to add value in cm for size results

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Bra Size calculator page- with illustration and ability to add value in cm for size results
Panty size calculator-screen showing illustration of waist and how to take measurement
and add the value in cm to get the appropriate size for Panty

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Avatar 360-Screen-User can customize their lingerie fitting details and check how the fitting
looks in form of woman in 3D image
Home Try-On screen to opt for home try delivery
Home Try-On screen to order for home trial

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Night wear page showing Link to Happy Shoppers screen
Happy Shoppers screen to view happy customers feedback, image, and location

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Web App Wireframe Link
https://app.moqups.com/Zn2rdPAi9a/view/page/aa9df7b72?ui=0

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USABILITY TESTING
INTERVIEWS
Demographics
Name: Ajnabi Das Baruah
Age: 26
City: Bangalore
Occupation: Private Employee
Marital Status: Unmarried
Education Qualification: MBA
Objective of interview:
• To explore and get insight of the relative value of the product.
• Identify pain points in the user experience.
Questions
1. To get started, can you tell me briefly about yourself?
Answer: I am a market research professional working in a private company. I single living my life and
enjoying the beautiful world around me.
2. What is your occupation?
Answer: I am a market research professional working with an MNC.
3. On a scale of 1 to 5 (1=not at all confident, 5=very confident), rate yourself on using a mobile
phone confidently [one or several tech savvy-related activities]?
Answer: 5. I use a lot and I am very comfortable with the latest technology.
4. How often do you visit use mobile for online purchase and why?
Answer: I use mobile apps very often to purchase. It is simple and handy and very convenient to
use rather than a desktop/laptop.
5. When was the last time you purchased lingerie online?
Answer: One week back during sale.
6. What methods do you use to select the items you want to purchase?
Answer: I go to sale and new release section first. Often i save the garments which i like to wish list
for easy shopping.
7. Please describe your experience?
Answer: It is often good, and it is better if the ease of finding the right fit by 3D and illustrations
works well on Zivame app. Also wonderful if provided transparent level when wearing a fabric.

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8. Is there any other method to make your experience memorable?
Answer: Could have been better if selecting right fit using technology.
9. What are your thoughts on the new options and design?
Answer: New idea of try at your home option is interesting and sending women executives to
provide suggestions and for delivery.
10. What did you like the least? Or caused frustration.
Answer: It seems it has limited features, I think, sometimes i can't decide on the correct size as
different brands follow different size formats, there will be slight variations which causes discomfort
so would like to find the best fit and quality with one brand.
11. What one delightful experience you faced after seeing the new design?
Answer: The idea of 3D avatar creation and providing information about fit is really interesting
and also design studio option of checking multiple is really good. On the whole idea is good and I
can't wait for try the new feature.
12. On a scale from 1 to 5 (1=not at all likely, 5=very likely), how likely are you to recommend this
new product to a friend?
Answer: 5, especially after i try this new feature.
Details of the insights gathered from usability interview session
• User is comfortable with accessing the mobile app and website.
• User frequently uses app to look for latest fashions and styles.
• User like to add items to wish list for speedy checkout during sale.
• User is frustrated with the limited features and information related to determining size in
existing online lingerie web stores.
• User would like to see the information about transparency of the material after wearing it.
• User like to see technological innovations to determine the size and fit in the Zivame.
• User is delighted to see the new 3D avatar feature and interested to try it if implemented.
• User is willing to recommend only after trying.
Usability testing Interview 2
Demographics
Name: Shilpi Gupta
Age: 33
City: Delhi
Occupation: Software engineer
Marital Status: Married
Education Qualification: MA Architecture

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Objective of interview
• To explore and get insight of the relative value of the product.
• Identify pain points in the user experience.
Questions
1. To get started, can you tell me briefly about yourself?
Answer: I come across as a warm and friendly person who loves travelling for leisure in India/abroad
and staying fit.
2. What is your occupation?
Answer: I am working as a historian in private organisation for conserving historical sites
3. On a scale of 1 to 5 (1=not at all confident, 5=very confident), rate yourself on using a mobile
phone confidently [one or several tech savviness-related activities]?
Answer: 5. I will rate myself as 4
4. How often do you visit use mobile for online purchase and why?
Answer: I use Apps for buying clothes, household stuff etc or for food ordering.
5. When was the last time you purchased lingerie online?
Answer: I bought it online during last sale in June’19
6. What methods do you use to select the items you want to purchase?
Answer: I check the styles available online and if unsure visit the nearest outlet to try the size. Once I
have found the correct size , fit and comfort, I usually stick to it until and unless I come across really
unique stuff.
7. Please describe your experience?
Answer: It is not a breeze actually. Sometimes I am not sure that have I gained or not. So it is always
better to double check . And I like to wear latest In stuff with good material. If I don’t like something
then I just return it.
8. Is there any other method to make your experience memorable?
Answer: Free shipping for long term members like us. Also any method to provide instant idea of
how this lingerie will look on me will be great.
9. What are your thoughts on the new options and design on Zivame?
Answer: Shopping according to my body type is I am looking forward to. A chat bot on website can
help immensely if I have any doubts or clarifications about a product.
10. What did you like the least? Or caused frustration.
Answer: Sometimes I have to return in case I don't find the right stuff as expected. The delay is
something that causes a frustration. In those cases I go to store to buy

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11. What one delightful experience you faced after seeing the new design?
Answer: If I have something that checks my choice upto 99% capability , it will be spot on.
12. If you have something that lets you check how will you look while wearing a lingerie through
virtual reality or home try on?
Answer: It sounds great!! But I would rather not like to screen myself on website online. Home try
on sounds equally good provided I have enough choices
12. On a scale from 1 to 5 (1=not at all likely, 5=very likely), how likely are you to recommend this
new product to a friend?
Answer: 5
User Journey map updated
User Goal: To buy good quality lingerie with great fit, size and material
Touch points: Social media (FB,Insta,Twitter), Stores, website,justdial,Google adwords,blogs, e-
commerce reviews
Insights: Delight options such as chat bots, 3 D avatar to check the fit virtually and home try on
option are mentioned by the customer which adds to engagement and increasing conversion rate
and hence should be included in user journey map

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WEB APP-PROTOTYPE SCREENS
Link to Interactive session:
https://protocreators.invisionapp.com/console/Zivame-
cjys8x1zm0y03018a0yr3hyve/cjys9onc908kd018a1u6n8vay/play
Home Page
Breast Shape Dictionary Page

45. 45
Breast Size Calculator Page
Breast Size Calculator Page-2

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Panty Size Calculator Page
Panty Size Calculator Result-2

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Night wear page-link to Happy Shoppers
Happy Shoppers Page

48. 48
Avatar 3D Page
Home try-on page

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Home try on Order Page
Mobile APP Wireframe-Guidelines to refer
 Home page - It will give you information about sales and banners with promotions click on (
) to reveal the menu options. Page 2: Menu options, click on Follow my Curves to take you to
Page 3 fit zone
 Page 1 - Home page will give you information about sales and banners with promotions click
on ( ) to reveal the menu options
 Page 2 - Menu options, click on Follow my Curves to take you to Page 3 fit zone
 Page 3 - Click on Get my fit code to take you to Page 6 creating 3D avatar
 Page 4 - Click on Need help? chat with us on page 3 to take you to chat window where you
can interact with out fit expert
 Page 5 - Click on Locate Zivame studios, on menu will take you to this page, you can find out
the studios on the map
 Page 6 - Click on Get my fit code on Page 3, to take you to Page 6 to creating 3D avatar,
You can select the fit, avatar face on page 7, shoes on page 8
 3D Avatar - This feature enables user to clearly visualise and virtualize her avatar. User can
edit the measurements add items to avatar to see how it will fir them and how it will look on

50. 50
them. 3D avatar also shows which fit in color codes Red - Tight, Yellow - Correct, White -
Loose.
 Click on change on Page 6 to modify measurements, Page 7 for Avatar and shoes for page 8
to select face and shoes and click on continue shopping to finalise avatar on page 9
 Click on compare side by side on page 9 to see comparison of different sizes
 Click on movie clip to visualise ramp in motion if item is too big for you it will start sliding
right Away
 Click on add to dressing room to select multiple clothes to see how they will look on your
and you can select any one or none among them
 Click on add to cart to checkout.
Mobile App Wireframe Link
https://app.moqups.com/1VfN5L3iRQ/view/page/aa092059f
Mobile App Wireframe
Home Page - Will have information on promotions and new launch banners

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Menu Page - Will have several options like fit zone(Avatar 360) store locator
Fit Zone will give you option to design your Avatar 360 or chat with the customer care.
Option of “Chat Support” can also be seen

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Store locator
Avatar creation
Avatar and shoe selection

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Final 3D avatar
Compare sizes
Ramp video

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Dress Zone
Checkout

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MOBILE APP SCREENS- PROTOTYPE- 56% users prefer mobile app
Prototype Link:
https://protocreators.invisionapp.com/overview/Zivame-Mob-
cjyym0di30ums01axm0g17inz/screens?v=HuITWxA9dDkj1gL7lm03/Q%3D%3D&linkshare=u
rlcopied
Home page - It will give you information about sales and banners with promotions click on (
) to reveal the menu options.
Page 2: Menu options, click on Follow my Curves to take you to Page 3 fit zone

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Page 3: Click on Get my fit code to take you to Page 6 creating 3D avatar
Page 4: Click on Need help? chat with us on page 3 to take you to chat window where you
can interact with outfit expert

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Page 5: Click on Locate Zivame studios, on menu will take you to this page, you can find out
the studios on the map
Page 6: Click on Get my fit code on Page 3, to take you to Page 6 to creating 3D avatar

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You can select the fit, avatar face on page 7 and shoes on page 8

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3D Avatar - This feature enables user to clearly visualise and virtualize her avatar. User can
edit the measurements add items to avatar to see how it will fir them and how it will look
on them. 3D avatar also shows which fit in color codes Red - Tight, Yellow - Correct, White -
Loose.

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Click on compare side by side on page 9 to see comparison of different sizes.
Click on movie clip to visualise ramp in motion if item is too big for you it will start sliding
right away

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Click on change on Page 6 to modify measurements, Page 7 for Avatar and shoes for Page 8
to select face and shoes and click on continue shopping to finalise avatar on Page 9
Click on add to dressing room to select multiple clothes to see how they will look on your
and you can select any one or none among them
F

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Click on add to cart to checkout. Click on Home try-on option for trying lingerie at home.

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