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Enabling Omni Channel For Tata Nutrikorner

DESIGN FOR PWA & OMNI CHANNEL . UX/UI . DESIGN SYSTEM

INTRODUCTION

Early 2019, we shipped a brand new e-commerce experience for NutriKorner on web and mobile web, now used by over 5 million households monthly. This involved a revamp of the product pages, search, cart flows and order tracking while addressing nuances unique to mobile web and optimizing performance.

Responsible for research, conceptualization, design, user testing and delivery of key modules and feature areas.

MY ROLE

7 Months
November 2018 - May 2019

TIMELINE

GitHub, inVision, Slack, Marvel, Dropbox

TOOLS FOR PROJECT MANAGEMENT

Google Analytics, MOZ, SpyF, Ahrefs, Opensite Explorer, Screaming Frog, Console, Semrush, SEOprofiler, webceo

CUTTING EDGE PREMIUM TOOLS

3 designers, 2 product managers,
2 copywriters and 10+ engineers

THE TEAM

Figma & Adobe XD (Wireframing, Prototyping, Visual Design)
Adobe Illustrator (Illustration & Iconography)
Adobe Photoshop (Image Editing)
HTML5, CSS3, Shopify, Visual Studio, Sass(less)

TOOLS FOR DESIGN & DEVELOPMENT

Identified Stakeholders

THE CONSTRAINTS

The availability of funds restricted the scope of our revamp efforts, potentially limiting investments in crucial areas such as technology upgrades or marketing initiatives.

✋🏻 User Adoption Challenges

External factors such as competitor actions or market dynamics imposed constraints on our project, necessitating adaptations to our proposed solution to maintain our competitiveness in the e-commerce landscape.

📊 Competitive Dynamics

Case studies of my focused areas during the redesign

CLICK ONE TO KNOW MORE

*TATA NURTIKORNER was initially TATA NUTRIKART

PEOPLE MODULE & BEHAVIOR ANALYSIS

Bringing people experience to Tata Nutrikorner

A helpful, more intuitive journey to navigate Tata Nutrikorner

PROBLEM STATEMENT

Navigation the Tata Nutrikorner website was a rudimentary and disjointed experience. The search to find a product made users do all the work.
How might we create a seamless, experience that establishes Tata NutriKorner as a go-to destination for healthy food products, driving repeat purchases through relevant content and seamless transactions?

OBSERVING AND LISTING THE ISSUES ON EXISTING MOBILE SITE & WEBSITE

The smaller font size causes discomfort and strain to the users. The CTA are either missing or merged into each other, not displaying the clear message. This increases the risk of accidental touch.

The users faced viewing issues with product description and CTA

Certain pages display icons that blend with the background. On the check out page the number of products added to cart is not visible.

Iconography used is unfamiliar and
not readable

Some of the pages are not designed for the mobile site. The shopping cart page can be redesigned for mobile UI.

Incorrect and difficult UI design for the mobile site

Customer assistance information is being tucked away in a corner. It should be very suggestively represented.

The search feature needs to be presented more attractively

Website needs a better e-commerce journey, validation checks, clear CTA’s on transaction pages and less loading time for product pages.

Filters are not placed correctly and do not work as intended

Bringing people experience to Tata Nutrikorner

PROBLEM STATEMENT

Tata Nutrikorner aims to align its platform with India's health needs amid rising lifestyle diseases by leveraging online search trends, observing user behavior, and fulfilling the vision of providing comprehensive health solutions.
How might we give people the experience that they need?

OBSERVING SEARCH TRENDS AND USER BEHAVIOUR

There is a need to create a Strong Content Driven website using relevant insights from search.

MAJOR INSIGHTS

💡 49% of consumers research and purchase offline.


💡 Online search trends say 44% of the online information source is search engine

💡 Whereas, 23% research on the brand’s website and 21% on social media

Make Tata Nutrikorner not only an e-commerce site for consumers to get healthy food ingredients but also a site where consumers can get more information about their healthy food. 

THE WAY FORWARD

See it buy it approach

PROBLEM STATEMENT

Tata Nutrikorner seeks to optimize its "see it, buy it" approach to address consumer demand efficiently and seamlessly, enhancing the user experience and maximizing conversions on its e-commerce platform.
How might we streamline this approach to seamlessly connect users with the products they desire?

Boosting brand presence via rebranding

INITIAL DESIGN SUGGESTED TO CLIENTS

FINAL OUTCOME OF THE PROJECT

OMNI CHANNEL BUYING

Location

  • A pincode is ask and the user is given an option to skip and browse through the site.

     

  • In case the user skips and proceeds without entering the pincode, this pincode box will pop up when the user selects a product to purchase.

     

  • Areas not serviced by Nutrikorner lets user switch to the SuperKart feature, which lets him/her shop on Nutrikorner, and then move to Amazon/ BigBasket platforms to complete payment formalities.

OMNI CHANNEL BUYING

Nutriklub & Blogs

  • Incentive for being a Nutrikorner registered member
     

  • Normal user sees a normal price and then the Klub Price and feels deprived of the extra discount, which pushes the user towards registration of the membership
     

  • Carousel creatives could promote this

OMNI CHANNEL BUYING

Search

  • A prominent search function bar which connects user to the product offerings right away 

OMNI CHANNEL BUYING

Category

  • Product categories right on the homepage, to keep the user’s purchase journey brief.
     

  • User is given an idea of which items are in demand (Best Selling) and what are they (product benefits info).

     

  • ​Good to educate the user and influence purchase decisions.

OMNI CHANNEL BUYING

Filters

  • User journey simplified by filters (price, size, qty.,) that let they buy the required volume of product.

     

  • User is given an idea of which items are in demand 
(Best Selling) and what are they (Product Benefits Info). 

     

  • Educate the user and influence their purchase decisions. 

     

  • User can choose items to purchase right on the homepage, without having to go to the product description page.
 
     

  • Introducing a new section, with exciting discount projections.

     

  • A countdown to exciting deals can also be featured.
(e.g. 00:10 minutes to Top Deals*)

LEARNINGS FROM THE PROJECT

Understanding the importance of intuitive navigation, clear product categorization, and user-friendly interfaces to enhance customer satisfaction and retention.

✏️ User Experience (UX) Design

Appreciating the role of search engine optimization (SEO), keyword research, metadata optimization, and content strategy in driving organic traffic and improving search engine rankings.

✏️ SEO and Content Strategy

Collaborating with cross-functional teams (designers, developers, marketers, content creators) to align strategies, prioritize tasks, and deliver a cohesive e-commerce solution.

✏️ Cross-functional Collaboration

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