THE PROBLEM
Flipkart was sitting on a gold mine of customer reviews. This information is used by product developers and managers to introduce new products to the market. The only way the information was consumed was by reading every review one after the other. This was excessive that lasted days together. The company got the idea to design a software that would read the information for them, and bucket the important words to help them understand it better.
THE CLIENT
Flipkart is an E-Commence giant, with recent investments by Walmart. They have been in the industry for 10+ years, and are giving Amazon serious competition in India.
The Design Process
Discover
Insights
Validate
Dream
We start by conducting research and understanding user behaviour. This is done with the help of tools. Then findings are synthesised to be worked on.
We co-create with the client to understand the problem areas, define the problem statement, build customer profiles, and outline core benefits.
At this stage, we build on all ideas. Rough wireframes and storyboards are created. Quick prototypes are tested internally for validation.
One design that worked best, the team creates a more visually appealing product so it can be validated as well as refined.
Discover
HEURISTICS
When I joined the team, a raw form of the product was being used, and we began by conducting a basic heuristic analysis of the product. User feedback was helpful, but on observing the product, I conducted a Heuristic evaluation of the design.
Mapping features that work well and experiences that can be bettered. The learnings are pointed out in the image.
EVALUATION
Over the first few weeks, I understood the product. Analysing the current state and observing how the users interact with it, building empathy for them.
Qualitative research helped me a great deal in this project. As the product was for internal use within the client's company, users were a limited set and easy to reach.
Insight
WORKSHOP
With the information gathered, we conducted a workshop to collaborate on understanding the journey for the user, a product within the company and more. Capturing emotions, and issues in the journey helped me gain empathy. Aiding in creating a persona, and designing his user journey.
PAIN POINTS
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Intuitive information is recognised and can be actioned on
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Repetitive words cause problems and add to the confusion
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Context helps understand the content
We outlined the use cases for the project. This step helped the team understand the brand, the expected performance of the product and the future plans.
Dream
As the clients had a design style built, we followed the same language for the product, incorporating an experience for the users that increases efficiency
This was a contract project that lasted for nine months where we designed and developed and maintained the experience. This helped in getting immediate feedback on the work and made it efficient to plan for the future of the platform.
CONTEXTUAL INFORMATION
It became necessary to build the story in the user's mind and tie the information. Allowing the user to dig deeper and be able to fire the full story to validate the represented information, especially for a first time user. ​
Another was to provide the user with example products that the reviews are based on.
FEATURES
The information gathered on this platform is used in projecting the market, understanding customer mentality and more. Numbers play a big role in this, and so we ensure they were highlighted on all screens.
FILTERED VIEW
With the abundance of information, the user is overwhelmed by it. Applying filters was a complexity the experience demanded.
Validate
This platform would not have been possible without the help of the developers I got to work with. Together we came up with an amazing application that now helps not only the product designers but the marketing team, customer support team and many more. The product is currently an internal one, but hope to see it shared with everyone!
FINAL THOUGHTS
This platform would not have been possible without the help of the developers I got to work with. Together we came up with an amazing application that now helps not only the product designers but the marketing team, customer support team and many more.