Geography
India
Domain
Retail & Ecommerce
Platform
Mobile & Website
Services
Research, strategy, Design
An omnichannel beauty experience & seamless user journey
We designed an application (website & mobile) for Reliance’s debut, Tira. We aimed to create meaningful innovations using Beauty Tech that made the user journey more engaging and decisive, and experiences that made Tira stand out from a sea of competitors. The objective was to create a digital-first user experience that provides users with better product discovery, a simple & intuitive experience, & provide re-assurance and trust.
The
challenges
Developing a beauty app that stands out in a competitive market posed several challenges, especially in a market already dominated by big names such as Nykaa, Mama Earth, Sephora, Purplee & so on. Catering to a diverse user base with varying preferences and needs required careful personalization and inclusivity. Integrating advanced beauty tech while ensuring data privacy and security added to the complexity. Additionally, staying ahead of rapidly evolving trends and technologies was essential for maintaining relevance and user engagement.
The
solutions
We designed an application & website to create meaningful innovations using Beauty Tech that will made the user journey more engaging and decisive. This includes unique features like Virtual Try-On, e-Beauty Advisor, and Shop the Look. A one-stop-shop for all beauty needs, providing a seamless online experience complemented by an extensive offline store network. With useful resources such as curated Beauty Guides & a variety of influencer content, the entire beauty experience was made less cluttered, with users receiving curated, personalized information rather than being bombarded with scattered information & decision fatigue.
Our
Research
We conducted various discovery workshops which consisted of close to 10 – 12 stakeholders to gain a deeper understanding of the beauty & wellness industry. We segregated users into five distinct categories to understand the user preferences within different segments in the beauty industry. With the help of the findings collected from the discovery workshops, we created personalized workflows for different user personas & implemented targeted strategies for each, to optimize their user experience.
Painpoints discovered
Choice
overload
Users face decision paralysis in a sea of beauty products & apps, struggling to find the best beauty product, that suits their specific needs
Information
overload
A surplus of details overwhelms users, hindering their ability to extract key insights & decide which products to buy.
Trust
deficit
Skepticism and hesitation arise as users question the credibility of provided information, such as the influencer content & beauty guides.
Personalization
gap
The absence of personalization left users disconnected, missing tailored suggestions aligned with their preferences and needs.
Our
strategy
Features listing based on user pain points such as lack of trust, personalization, and an overwhelming amount of information by giving users personalized beauty experiences, for different user personas. Detailed IA created for diverse workflows facilitating better navigation, improved UX, supporting content model & searchability for 1000s of online products. We also ensured seamless & easy navigation through consistency across all platforms, & reducing information overload.
Highly personalised
Resources & guides curated for different user groups
User personas
Workflows personalized for multiple personas
Simple & intuitive
Organizing overwhelming information & choices
Design
execution
To develop an intuitive and easy-to-navigate e-commerce platform, we created a thorough user flow design, prioritizing seamless interactions across diverse use cases. By strategically mapping out pathways, we unlocked monetization opportunities and incentivize user engagement. Consistent, visually appealing designs for both the website and app were essential, catering to diverse user personas while preserving a cohesive brand identity. Through these efforts, we created an immersive online experience that fostered customer satisfaction.
Information Architecture
The extensive IA covered tree maps, content models and visual models, detailing out every minute aspect of the application.
Visual design
We enhanced visibility of the product offerings through muted light color palettes & custom visual design language. Primary color was chosen as Red (#F11A00) to grab attention along with adding essence of beauty & luxury. A combination of primary strong hues with light pastels created the right contrast for high visibility. Use of custom icons, modern fonts, and delightfully engaging images across the platform, ensured a premium & seamless experience.
The
outcomes
Tira has the potential of reaching over 100 million customers leveraging Ajio’s and Reliance Retail’s extensive user base We built a one-stop-shop for all beauty needs, providing a seamless online experience complemented by an extensive offline store network. And positioned Tira to become the leading beauty application in the country by including key differentiating factors as compared to industry leaders.
