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Zivame case study

This document provides a summary of a competitive analysis report for Zivame, Clovia, and Pretty Secrets. Key findings include: - Zivame has the highest estimated annual revenue at $7.3M compared to $18.6M for Clovia and $5M for Pretty Secrets. - Zivame has received the most funding totaling $57.6M over 5 rounds compared to $18.7M for Clovia and $8M for Pretty Secrets. - All three companies target the online women's market in India but also have physical store locations, with Zivame having stores in 13+ cities, Clovia in 15 cities, and Pretty Secrets

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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 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 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 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 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 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 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 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 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 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 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  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  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 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  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 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  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 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 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 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 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 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 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 .
24 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.
25 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.
26 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.
27 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
28 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
29 Bra Size calculator page-with illustration and ability to add value in cm for size results
30 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
31 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.
32 Home Try-On Page-Showing workflow of home try on selection-Choose type, try at home and return easy with instructions.
33 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.
34 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.
35 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
36 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
37 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
38 Night wear page showing Link to Happy Shoppers screen Happy Shoppers screen to view happy customers feedback, image, and location
39 Web App Wireframe Link https://app.moqups.com/Zn2rdPAi9a/view/page/aa9df7b72?ui=0
40 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.
41 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
42 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
43 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
44 WEB APP-PROTOTYPE SCREENS Link to Interactive session: https://protocreators.invisionapp.com/console/Zivame- cjys8x1zm0y03018a0yr3hyve/cjys9onc908kd018a1u6n8vay/play Home Page Breast Shape Dictionary Page
45 Breast Size Calculator Page Breast Size Calculator Page-2
46 Panty Size Calculator Page Panty Size Calculator Result-2
47 Night wear page-link to Happy Shoppers Happy Shoppers Page
48 Avatar 3D Page Home try-on page
49 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 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
51 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
52 Store locator Avatar creation Avatar and shoe selection
53 Final 3D avatar Compare sizes Ramp video
54 Dress Zone Checkout
55 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
56 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
57 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
58 You can select the fit, avatar face on page 7 and shoes on page 8
59 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.
60 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
61 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
62 Click on add to cart to checkout. Click on Home try-on option for trying lingerie at home.
63

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Zivame case study

  • 1.
    1 Zivame-Industry Project-Phase 1 StudentNames:  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 CompetitorsIndirect 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 itsproducts 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 fromthe 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 andfor 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 -TargetAudience & 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 theSurvey 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 amajor 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% offemale 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% ofthe 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 ofthe 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 ofthe 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 theContextual 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 howeverlike 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 -UserInformation 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 theTask 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 researchbased 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 .
  • 24.
    24 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.
  • 25.
    25 Prototyping Features suitable toadopt 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.
  • 26.
    26 6. User isable 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.
  • 27.
    27 Zivame New Features-WorkflowFor 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
  • 28.
    28 INITIAL SKETCHES ANDWIREFRAMES- 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
  • 29.
    29 Bra Size calculatorpage-with illustration and ability to add value in cm for size results
  • 30.
    30 Breast Shape DictionaryPage-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
  • 31.
    31 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.
  • 32.
    32 Home Try-On Page-Showingworkflow of home try on selection-Choose type, try at home and return easy with instructions.
  • 33.
    33 WEB APP Wireframe-Guidelinesto 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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    34 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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    35 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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    36 Bra Size calculatorpage- 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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    37 Avatar 360-Screen-User cancustomize 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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    38 Night wear pageshowing Link to Happy Shoppers screen Happy Shoppers screen to view happy customers feedback, image, and location
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    39 Web App WireframeLink https://app.moqups.com/Zn2rdPAi9a/view/page/aa9df7b72?ui=0
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    40 USABILITY TESTING INTERVIEWS Demographics Name: AjnabiDas 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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    41 8. Is thereany 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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    42 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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    43 11. What onedelightful 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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    44 WEB APP-PROTOTYPE SCREENS Linkto Interactive session: https://protocreators.invisionapp.com/console/Zivame- cjys8x1zm0y03018a0yr3hyve/cjys9onc908kd018a1u6n8vay/play Home Page Breast Shape Dictionary Page
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    45 Breast Size CalculatorPage Breast Size Calculator Page-2
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    46 Panty Size CalculatorPage Panty Size Calculator Result-2
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    47 Night wear page-linkto Happy Shoppers Happy Shoppers Page
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  • 49.
    49 Home try onOrder 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
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    50 them. 3D avataralso 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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    51 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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    55 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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    56 Page 3: Clickon 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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    57 Page 5: Clickon 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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    58 You can selectthe fit, avatar face on page 7 and shoes on page 8
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    59 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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    60 Click on compareside 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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    61 Click on changeon 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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    62 Click on addto cart to checkout. Click on Home try-on option for trying lingerie at home.
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