Shop X
Client
Shop X
Year
2018
Location
Bengaluru, India
ABOUT
ShopX is a B2B retail company that provides space for retailers to store their stock. It also provides them access to products on demand.
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THE PROBLEM
The company now wants to expand and aid the retailers by connecting them with their customers virtually. Creating an awareness and a bigger market.
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
MARKET RESEARCH
On defining the area where the clients planned to launch and carry this service, we looked into the market goings-on and its predicted future. As per Forrester Research, the size of the total retail market in India for 2017 was $840B. Online trade contributed about $20.3Billion (2.4%) Modern organised retail contributed 7%. By 2020, the total retail market is expected to be $1.1Trillion with about $170B contributed by modern ($111.25B) and online ($60B).
INTERVIEW
In the first part of the project, the team focused on gaining an understanding of the market and its users. Learning about competitors and empathising with the user (retailers) and the end customers. We conducted both qualitative and quantitative research. By observing retailers we gained knowledge of their stocking habits and understood customer behaviour at the store. We had questionnaires sent to customers who dint have time for conversation, aiding our quantitative study.
ESTABLISHED COMPETITORS
Prime - promises delivery of electronic products within 2 hours of purchase. However, the 2-hour delivery is limited to select areas. For other cities, it is savings on one-day and two-day delivery. Dunzo, Swiggy- has a selection for electronics and has started tying up with retailers to allow instant delivery. Alibaba Cloud - Alibaba Cloud is trying to introduce its New Retail tech to retailers and has already announced a partnership with DLF Shopping Malls. Although their focus would be modern retail, one will have to watch closely.
Insight
WORKSHOP
On gaining the information, the team presented it in a digestible format and walked the SMEs through it. We created personas to save time and help the clients empathise with the users. We conducted a one day workshop using tools to aid the process. We created a user journey for the retailers and the customers to understand the actionable pain points.
PROBLEM AREAS
The outline problem areas were:
1. Discoverability of the products within the store
2. Response time from the retailers to customers who show interest
3. Maintaining personalised relationships between customers and retailers.
PROBLEM STATEMENT
How might we help customers discover his neighbourhood shops and aid his community by investing in small-time retailers?
Dream
Working closely with the clients, we worked out four user journeys. We created quick paper wireframes and conducted tests with SMEs. We tried to solve all the problems keeping in mind the limitations of the developers and the tech understanding of the users.
The paper wireframes were tested with the SMEs and landed on one path. This was further developed and a digital wireframe was created.
Our Solves
PRODUCT DISCOVERABILITY
An automated function was created such that for a fee the program would keep stock of the products in the store and even attest the retailer to re-stock. This feature is made available to him for a subscription fee. It also helps remind him to place an order to restock.
RESPONSE TIME
For the best customer experience, an instant reply is essential. The app gives the retailer incentives for quick replies. A timestamp is added for the customer to understand the expected wait time. This will differ for each retailer. This feature can also be a filter while customers are shopping.
MAINTAINING RELATIONSHIPS
In the offline experience of shopping, the retailer has a personal relationship with the customer. This aids in customer loyalty. To maintain this, we created a chat box to personalised service and the option for the customer to call the retailer directly.
Validate
FEEDBACK
All of our user tests were done in person. We gave the users a task and watched them complete it in person. This gave us an insight into his limitations in understanding tech and gauging is emotions as he figured out the process and the platform.
The overall journey was appreciated. The map view to see the store around them was appreciated by customers. The retailers liked having a virtual presence with no effort at all.
DELIGHT
The retailers were happy about
1. Having a virtual presence without the effort of creating a space
2. More payment options were now made available for him to accept
3. A computerised method to keep teak of his stock without a lot of his effort was his most joyous attribute.
The customers were happy about
1. An easy way to shop for their daily needs like groceries online and pick it up on their way home after work
2. Discovering new shops around their location to see and buy the products instead of getting things online and having to return them.
3. Being able to connect directly with retailers and getting a personalised shopping experience.
