As one of India’s most respected companies, TATA started its e-commerce journey via TATA CLIQ. At it’s inception the aim was to build a marketplace that would bridge the gap between physical and digital stores. From the very first step it was clear that adequate time would be spent on product thinking via participation with the key stakeholders.
The brief was to set the foundation for the e-commerce app. The key factor was to emulate user behaviour when they are shopping in real life stores. The app would not only cater to regular e-commerce but also present trending articles and style guides. Hence shopping and content consumption should lead to an engaging experience.
Optimizing work flows of the existing product. This would involve understanding all functions and test out solutions with users.
The interface needed to be refined to be easily understandable and usable by the users.
Restructuring the site at a root level was required to focus on the buisness goals making it favourable for users.
A deep dive into the some of the best e-commerce apps around was a good approach to begin with. This showed how they function within the indian context. Understanding user behaviour online and in physical stores and what brings pleasure to the user and what results in high drop rates.
To merge the physical and digital we provided two experience points to the user. The ‘Showcase’ feature presents the most trending objects that are high on the buying popularity list. The ‘Discover’ feature encourages user to discover content and increase engagement.
Set a guideline line in place that reflects all essential brand attributes. By means of progressive disclosure the user gets to see what is most important. With a large amount of essential data for the user a stable design system made sure that the UI would be scalable and closely followed by the internal team.
As a result of collaborative thinking TATA CLIQ made it’s presence felt in the month of May 2016. The app matured to its present state in a matter of months. Though a few updates have happened on it’s exciting journey, the application still has it core UX close to it’s heart. A well thought UX lasts a long way.
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