Ajio
2020
Worked on the user interface for the menswear and womenswear PLP pages and the private collection page, used keyword analysis and trending topics to direct traffic to the pages.
Live : August 2020 Onwards
Agency
AJIO ,Reliance Retail
(Bengaluru)
Type
Adobe XD
Adobe InDesign
Adobe Illustrator
Tools
Researcher
UX Designer
Rewinding to the beginning
AJIO is the digital fashion extension of Reliance that unveiled in April 2016 at Lakme Fashion Week in Mumbai. AJIO, a fashion and lifestyle brand, is Reliance Retail’s first pan-Indian ecommerce venture and is the ultimate fashion destination for styles that are handpicked, on trend and at prices that are the best you’ll find anywhere. Celebrating fearlessness and uniqueness, AJIO deals in categories of womenswear, menswear, kidswear and technology. With fashion technology in particular, AJIO forayed into a category that combined the convenience of technology with the aesthetics of contemporary fashion by featuring a carefully handpicked selection of premium gadgets and tech accessories.
Problem Statement
Ajio is regarded as an e-commerce site by the majority of customers who use it, but it also has several inhouse brands and private collections pages for various categories which have a lower click rate.
Project
Working on the User Interface, for the Menswear and women’s wear PLP Page and Private collection page. Channelizing traffic to the pages using keywords and trending topics, enhancing the customer flow and designing the pages to best suit the users needs and increasing traffic.
Research
The initial phase was divided into 10 different categories for better understanding and more timely results. It involved different processes evaluating the site engagement, how much time users stay on the platform, "trending keywords" that have a large audience, and "buyer keywords" that buyers frequently use. This research will help in getting a clear picture of the trending categories that the users like and the products that they are willing to buy online.
A few of the insights and findings are mentioned below.
Keyword Analysis
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Short Tail Keywords : Short keywords that are 1-3 words. Examples : Ajio, ajio menswear, ajio jacket, women dress, Men's Shirt, polo shirt.
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Long Tail Keywords : More specific keywords that are usually three words or longer. Examples : checked shirts black and red, women dress in floral patterns, Menswear pastel shades polo t-shirt, Black joggers with white and red stripes.
Insights
Empathize
The goal was to understand the user's needs, wants, motivations and behavior when buying a product online. It involved research and gathering data through user interviews, surveys, and observations to gain a deeper understanding of the user's perspective.
Due to confidentiality, the data collection process with the users was held within the organization.
Data Analysis
This phase involved analyzing data from research and interviews, surveys, and various sources to gain insights into user behavior and their buying preferences, which further helped in making design decisions. Patterns and trends for different categories were identified during this process, which served as the foundation of the pages.
Ideation
This phase involved brainstorming with the team, conveying ideas with rough sketches, selecting the themes and basic structure, and layout of the pages. Making rough paper layouts and working on detailed task flow and content distribution while evaluating and finalizing an approach.
Prototyping
The low fi wire frames were brought to life in Adobe XD with constant feedback from the design manager, and both menswear and womenswear design teams. Several options for the pages were designed with different typefaces, colour options, and visual elements, out of which the following designs for four different pages were finalised. This phase involved detailed mockups and functional prototypes.
