As the lead of a UI/UX design team, my role was to convert data analytics insights into platform experiences aimed at achieving specific revenue goals. The major challenge was designing strategies for habit-building and user retention to maximize sales conversions. I worked on various campaigns for festivals, end-of-season sales, and new collection launches. Our team developed habit-building activities, personalized stores, and gamification features. Additionally, we designed subtle cues to encourage actual conversions on the platform.
The main challenge was to create anticipation and demand by displaying offers and new launches through interactive interfaces on web and app platforms. This included developing strategies using data from business teams to drive traffic during pre-sale and sale-day campaigns. The data was also leveraged to personalize the user app feed based on their activity history, leading to many conversions and understanding their “fashion taste profile”.
Observed an increase in the average click through rate with gamification which was 5X higher than just sale led properties.
We observed an increase in shopping cart conversion through products added from gamified properties.
The platform observed a increase in user retention such properties were integrated into the campaigns.
Gamification increased an overall engagement and sharing on social media, whenever campaigns included the user stories.
Campaigns were the first starting point to create gamification through engaging story-telling. We began with international brands with a campaign "just arrived". The playful travel book look and feel along with the TV campaign drove the traffic and conversion rate upto 47% for international brands. Wo drive traffic and personalise user feeds, enhancing user engagement and conversions.
With the key insight of FOMO and curiosity about whats new, we created a series of in-app properties which built a habit for the users to visit the platform multiple times. This also let to and increase in customer loyalty as the users felt a part of those properties.
A series of interactive game constructs were developed to create fun and engaging ways for users to earn rewards, ultimately leading to more sales. These activities also resulted in measurable user retention and user-generated publicity for various campaigns. The constructs were simple interactions that tested users on speed and reflexes, using basic phone sensors. They were white-labeled and could be customized for different campaigns.
