Curious to dive deep into the strategy for boosting beauty sales on Big Basket? The comprehensive case study explores the challenges, solutions, and design decisions in detail. Or, for a quick overview, continue reading below.
01
Context
Big Basket, India’s leading online grocery store, has a vast product catalog. They excel at delivering fresh produce faster than you can chew “stale paneer,” but their beauty section wasn’t achieving the same level of success. Only 7% of users explored the beauty aisle, leaving Big Basket with a significant question: how can they encourage more users to purchase beauty products on their platform?
02
Findings
To crack this beauty code, I conducted user research.
03
Assumptions
I explored user base considerations and assumptions that will guide design solutions for Big Basket’s beauty section.
Diverse User Demographics: Big Basket caters to a wide range of ages, considering it’s a grocery delivery app as well. The experience needs to be user-friendly and accessible for users with varying levels of tech-savviness.
Camera Quality Spectrum: Not all users in India will be using high-end smartphones with top-tier cameras. The AR experience should be optimized to function well on a range of camera qualities to ensure a positive experience for all users.
Instant Repurchase Focus: For the instant delivery aspect of Big Basket, users might use the app to repurchase familiar beauty products they already use and trust as they want less decision making time.
Price Sensitivity: More expensive beauty products might require longer decision-making time. Longer decision-making time for expensive beauty products can create a conflict with the instant delivery aspect of Big Basket.
Skincare Focus: Skincare products, as daily essentials, might be a more prominent purchase category compared to makeup.
04
Design & UX Solutions
To address the identified challenges and leverage the opportunities, I focused on three key user flows:
Browsing the Beauty Category: Enhance discoverability of beauty products, highlight product benefits, and create a visually appealing browsing experience.
Product Exploration: Provide detailed product information, incorporate influencer videos for reviews, and offer an immersive AR try-on experience.
Checkout Process: Streamline the checkout process, offer clear return policy information, and provide single page checkout for instant delivery.
05
Result
The redesigned beauty section of BBNow aims to:
Increase product discoverability and purchase intent through enhanced browsing and product exploration experiences.
Build trust and reduce purchase anxiety by offering transparent information, including influencer reviews and clear return policies.
Optimize the checkout process for instant purchases, catering to diverse customer needs.
Leverage AR technology to provide an immersive and interactive product experience.
Want to dive deeper into the design process and uncover the intricacies of the approach? The comprehensive case study provides detailed insights into user research, design decisions, and implementation strategies.