TataCliq Luxury Concept

Bringing to life the brand's philosophy of quality, luxury and timelessness on a digital platform. This project was an in-book winner at the Kyoorious Young Blood Awards 2022.



The problem:


Tata Cliq wanted a slow commerce platform that brings to life the brand ethos+ of thoughtfulness and value, while also increasing the engagement, immersiveness and time spent on the app.

The process:


Research through interviews and competitor study. Identifying scope for improvement, brainstorming, card sorting and developing a visual design.

The outcome:


Besides streamlining the process and improving the interface, the concept focusses on providing value added experiences and storytelling while shopping rather than just selling a product.

Initial insights from platform:


Personalisation:

Users see everything indiscriminately with the same hierarchy. Searching via the search bar is common, and exploration and discovery remains low.



Luxury:

Key luxury shopping experiences like expertise, storytelling, reassurance are missing. What sets it apart from a normal E-commerce site?



Usability:

Crowded bottom navigation with similar labels. Moving from indilux to global luxury differs across sections. The mandatory choice of luxury/ indilux isn’t evident, and may be irrelevant.



Repeat usage:

Features that would motivate regular use are missing/ layered so unintuitively that they get missed. The notifications which could serve this purpose, are annoying and excessive.

Insights from people:


Shopping Patterns:

Almost all target users shop online, though not many for luxury goods. Factors like the pandemic are limiting offline venues and pushing people to try online shopping for various products.



Service:

The in store shopping is personalised, with experienced (sometimes familiar) salespeople helping people find products suited to their specific needs, as well as providing superior service, clarifying doubts and uncertainties and generally making them feel special.



Confidence and guarantees:

The authenticity, suitability and condition of a luxury product is of prime importance. This often comes with trust in the seller before buying from them. Examining the product pre purchase, trying things on, and getting opinions from friends/ family helps build this confidence.



Interest:

Many users that buy a certain type of good do so as they are interested in the field itself, and keep up with trends and news within the industry



Personas and current journeys

Framing and ideation:

HOW MIGHT WE:

Make users feel truly valued and important to the brand?


Prevent users from losing out: send alerts if something in their bag is going out of stock.
People often keep slightly too costly items in their wishlist/ bag for long. Here, a personal discount on it could nudge them into purchasing.
Tie ups with relevant, premium entities to elevate rewards and make uses feel like they’re part of an exclusive “clique”.
Ex: if one buys a wedding outfit, discounts at salons could be relevant. Someone looking at workout clothes could benefit from a discounted gym membership.

HOW MIGHT WE:

Give users a personalised, curated shopping experience?


Shoppers can customise their feed (Like being asked “How may I help you?” at a store). Customisation options can be given based on popularity and behaviour.
A Curated for You section based on context and tastes determined by their previous usage can ease the choice overload.
Using NLP and accepting voice input to make searching for a product feel as natural as having a conversation and yet stay accurate.

HOW MIGHT WE:

Make people confident about their purchases' suitability?


Letting users share a bundle of product options, having contributers rate and present summarised results.
Let shoppers avoid the worry and disappointment of buying an outfit/ furniture that doesn’t suit them/ match with the house, by providing an Augmented Reality feature to “Try On” before buying.
Device integrations and connections so people in different locations can browse together and discuss purchases.

HOW MIGHT WE

Be more engaging and thoughtful across the shopping journey?


Upsell holistically by suggesting complementary accessories for a recently bought item.(Think sales help at a store showing matching goods)
Styling games: Enable users to build outfits/ interiors by uploading photos of themselves or their homes. Guide them as they decorate and allow direct buying.
Let enthusiasts get alerts and read content on their favourite brands and directly purchase.
Emphasise on the storytelling and concept behind collections with notes and exclusive content from designers.







How it Works

Splash screen, Home, Journal:

Shoppers can customise their feed similar to being greeted at a store and being asked “How may I help you?” The options can be given based on popularity and behaviour.

The Curated for You section has what the app feels will appeal to users based on context (Ex: matching chairs if they recently bought a table) and tastes (Ex: Minimal shoes if they buy understated clothes.)

Content on new launches of products and brands users are interested in, along with quick links to purchase the same as they explore the collection.

Product:

Get an idea of the finer details using the 3D views.

Pre selecting size based on previous buys.

Augmented Reality filters let users use their phone camera to “Try On” purchases before buying

After users add a product to their bag, matching accessories can be displayed in the "Make it an Outfit" section to upsell while adding value and saving time.

Selfie and timer modes make it easy to view the entire outfit even while shopping alone. They can take photos with the AR filters of the product and share with people in app itself.

Collaborative shopping, Cart:

Coordinating online gift shopping with a group, or even getting different opinions generally involves sharing links individually, confusion, clashing opinions and potential error.

Ease out this process by enabling users to share a bundle of product options, have contributers rate, and be alerted to the option with the highest rating to directly buy.

Rating instead of votes ensures none of the contributers feel like their opinion was disregarded.

Sticky price for ease of use and prominent wishlist button for an unbroken flow when users want to add more products to cart.

Context sensitive, useful and low ticket items can be shown here: reminiscent of the items available in checkout queues.

Styling games, Collections:

The "Try It On" feature can be expanded into a styling game, where Tata Cliq provides suggestions and guidance as users build an outfit or decorate their rooms.

All the chosen items can be combined into a collection that users can save or buy at one shot

People can see how others have styled themselves/ their spaces using only Tata Cliq items for inspiration