Role: Solo UI/UX Designer working on the project.
Duration: 4 Days.
Nykaa is an Indian e-commerce company, which sells beauty, wellness and fashion products across websites, mobile apps and 100+ offline stores.
Despite being a tech-savvy GenZ who frequently shops from the Nykaa’s app, I have encountered a-lot of hassles when attempting to return a product ordered through the mobile app. Curious about this issue, I inquired and discovered that many others also struggle with navigation during the return process, therefore it promoted me to take on the challenge to make the process more smooth.
<aside> ⭐ Appropriate Placement of Features: The placement of certain features, such as the 'Rate the product' prompt on the Order details page, is inappropriate and unnecessary and further hinders with the user’s flow.
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<aside> 👀 Poor CTA Visibility and Clarity: Ambiguous CTAs can lead to user frustration and hinder their ability to perform desired actions.
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<aside> 👁️ Visual Clutter: The interface has distracting elements and unnecessary clutter that can confuse users and hinder their focus on essential order details and actions.
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<aside> 🗣️ Lack of Clarity & Communication in Return Process: It is difficult to understand how to return a product and the absence of clear information about return policies and procedures.
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<aside> 😵💫 Increased Cognitive Load: Redundant CTAs & Visual Clutter leads to Cognitive Load while returning an item.
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<aside> ⚒️ Reduced IA & Poor UI: In general, the visual information architecture was skewed, and the user interface was in need of significant overhaul for the better navigation.
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Research & Insights**
✍🏼 Competitive Analysis
Before commencing the project, I conducted a comprehensive competitive analysis, thoroughly studying the user flow of various e-commerce apps. This exploration aimed to gain deep insights into users' decision-making factors and behaviors, enabling me to better understand their preferences and pain points which they experience with Nykaa, in comparison.
Some of the apps explored were: Myntra, Ajio, Amazon, Flipkart, Urbanic
👩🏼💻 User Interviews
In order to better gauge the depths of user behaviour and the issues with the return process, I asked my friends & family (which also included existing users who have previously never returned an item before) to go through the app and try to return a product. Through analysing their behaviour in these interviews & later questioning them regarding the process, following pain-points were established: