As one of India’s most respected companies, TATA started its e-commerce journey via TATA CLIQ. During 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 spending adequate time on product thinking via participation with the key stakeholders was necessary.
The brief set the foundation for the e-commerce app. The key factor was to imitate a user's behavior, exhibited while shopping in real life stores. The app would not only cater to regular e-commerce but also present-day trending artifacts 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.
To begin with, a deep dive into the some of the best e-commerce apps around was a good approach. This process explained how these platforms function within the Indian context. It is also involved understanding a user's behavior both online and in physical stores, for example, what brings pleasure to the user and what results in high drop rates.
To merge the real and digital spaces we provided two experience points to the user. The ‘Showcase’ feature presents the most trending purchasable objects that are on the top of the popularity list. The ‘Discover’ feature encourages the user to discover content and increase engagement.
A guideline was set in place, which reflected all the essential brand attributes. By means of progressive disclosure, the user gets to focus on what is important. With a plethora of content for the user, it was necessary to create a stable design system. This system would ensure scalability which could also be followed closely by the internal team.
As a result of collaborative thinking, TATA CLIQ made its presence felt in the month of May 2016. The app matured to its present state in a matter of months. Albeit, there were a few updates on the exciting journey, the application still has its core UX close to its heart. A well thought UX lasts a long way.
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