boAt Lifestyle

boAt is an electronics brand who wants to position themselves as a lifestyle brand. They wanted to build an e-commerce application to increase sales and brand loyalty.

Project Role: Lead UX Designer

I worked as a lead UX Designer along with 1 designer who was reporting to me. I ran a 2 day discovery workshop to kick start the project. We did stakeholder interviews and secondary research, along with a business model canvas, before we jumped into the define part of the same

Design Challenges

Competing with market places

BoAt product are famous and are widely available on different market places, to increase traction on the brand application and in turn increase sales through it, we needed to give user something more in terms for experience, compared to the giant market place competitors.

Creating brand loyalty

We needed to give user a reason to get on the application rather than just doing the purchase through the website, and also to retain the user on the application

Design Workshop

I facilitated the design workshops to gather information from stakeholders, generate ideas, and build consensus around the design direction for the project.I created a proof of concept to get the brand team on board with what our vision of the product was.

I used multiple design thinking activities to gather information regarding the business, for example the Vision mission board, SWOT analysis, Business model canvas, Pseudo personas, and customer journey maps.

Full discovery plan and insight can not be disclosed here. Further information can be discussed over a call.

To understand where the business stood right now and where do they want to position themselves post the redesign, we did a gap analysis. We identified gaps due to internal business and through external factors. The gaps that we figured through the discussions were:

The current app, due the brand colors was made with a dark theme and this was not working for a shopping experience.
The current structure lacked the cross selling and upselling for various product ranges.
Although boAt has great marketing and brand essence, but it was not being portrayed properly in the application.

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After listening to the stakeholder, we need to get the actual data to understand the user behaviour while they were shopping on the application and the website. We looked at the data from google analytics and microsoft clarity to get more insights on the usage patterns.Based on the heat maps and click recording, we analyzed and submitted our assumption regarding the user, which we discussed and verified with the boAt sales and marketing team.

Few areas we focused while doing the usage insighting were:

Devices preferences, to make a decision if the redesign should be mobile first or web first.
Audience search pattern , to understand how is the user getting to the platform and to look for a browsing pattern.
Understanding the popular product categories.
We figured out the reason for cart abandonments, and how we can reduce it.
Accessibility issues.

The below screenshot show some of the insights we got through our data analysis.

Based on the usage pattern and with the help of the stakeholder, we defined and user archetypes which were futher detailed into individual personas, to create a design that was user centric. Few factor that were included in the proto personas were: