Discovery lost: What ails (most) Indian ecommerce startups?

Apparatus team have been working on a few online store projects. Most of these are at a prelaunch stage and that makes it easy for user experience design teams to partake in product definition and extend further into product design.

However there are a few who have been in business and need a substantial design overhaul. These ecommerce properties ail from a few maladies that needs attention.

Discovery that matches user intent leads to conversion
Users who approach online stores come with a definite intent to find a suitable product. The user experience should be designed for users with specific needs and users who want to explore and discover. The design should set a strong context for them to arrive at a product or move about and find.

Fixes versus refurbishment
These stores are ongoing businesses backed by investor firms. They cannot suspend operations for an overhaul. We understand this. But the management typically sees the solution as a series of small fixes that will lead to betterment. It will not. The synthesis of web analytics and user research should lead to larger incremental phases of change that can better the brand experience in a short period of time. Bite the bullet!

Knowing the domain does not make you a UX expert
It is a great additive that can be learned. Good design is about creating cohesive, compelling and usable experiences through framework, structure and content. It involves information design, graphic design and meticulous production. You need help. Hire us!

Curated content emotes and converts
Do the thing that offline stores do as ‘we suggest’. Do collections that are thematic and write about them. Do collections that go well together and publish them as trends or what people like. Help users choose if they are exploring through supportive house-styled images of products and well written textual content. Add on contextual user generated content and create digestible nuggets of content to consume. And lead all these to appropriate stock keep units.

To know more about these write to me. If you want to get this done call Apparatus. Have a good day!


Leave a Reply