Learn how Kuliza successfully revamped the e-commerce store for Titan across all its nine brands with a five step scientific design approach to convert online site visitors to customers and give it an elegant new look.
Case Study: How Titan received a swank make-over from Kuliza
1. Titan Case Study
Kuliza created a swank new makeover and
made the Titan E-store look fabulous
E-commerce has taken the world by storm and the Indian audience of 250
million captivated beyond their imagination. In a fast paced industry like today,
it is only but imperative for brands to be visible anytime, anywhere.
Objective:
To convert more online visitors to customers
Generate revenue from visitors across devices – smartphones, tablets and
desktops
2. 2
To generate more positive conversations about the store on social web
Challenge:
After analyzing the existing Titan E-store, we narrowed down to the following
challenges:
The store needed to be mobile ready
The navigation had to be changed to make product discovery easier
The store needed a more urban look and contemporary designs
Solution:
To give the entire Titan webpage a brand new makeover, it was first integral that we
started out with curated design process:
Website Review: To get to the bottom of this challenge, we initially sought out to
Google Analytics. Here, our first insight dug out than 60% of the site audience is
youth aged 30-35. This called for a design that was not just creative, but a faster user
trail to the payment gateway. Our second insight showed us that the traffic initiated
not just from laptops, but other devices such as mobiles and tablets as well. Hence it
was extremely integral that we keep our website all device friendly. Google Analytics
also helped us understand that as a result of difficult navigation, users generally
spent less than 10 seconds browsing the online store.
Apart from Google Analytics, we also utilized Webengage feedback to understand
the pain point’ right from the horse’s mouth. With this, we clearly understood that the
key pain points rested on site navigation. The users clearly wanted an easy gate way
to purchase check out while they seamlessly browsed through their favourite
products.
Benchmarking: The next step of the design process involved studying the best
design practices across the globe. We carefully scrutinized top global sites and
observed that the best of the digital world followed a clear two level hierarchy to
purchase before entering the shopping cart. The Header Cart had a simple and neat
design with interesting interactions. Brands and products were also categorized to
ensure smooth purchase flow. Another important practice that most brands followed
was a prominence for the brand. A flexible layout with relevant information is what we
found to be the most common ingredient that we found to be the missing piece to the
puzzle.
Information Architecture: The existing online store seemed to have their creative
checklist in place, but what appeared missing was the scientific addition. The flow on
the site, the number of clicks before the user hit the cart and other integral call to
action decisions. To tackle this, we studied the various personas visiting the page
and divided them into selected categories depending on their engagement with the
page. We further worked on solutions to improve each category’s interaction with the
page to easy their purchase comfort with the brand.
Wire Frame: A skeleton layout flow of the campaign was laid out keeping the
different types of persona interactions with the online store in mind. We ensured that
the designs were also made such that they are compatible with all devices.
Visual Designs and UI development: The most important aspect of the design
process, this step involved great effort in ensuring all challenges were addressed.
Designs that were simple, but scientific to amaze took over the online mega Titan
store. A hybrid menu with focus on brand as well as product categories with a sleek
3. side navigation was put in place. The web store which was earlier not equipped with
scientific design, now stood tall with captivating, vibrant and inspiring designs to
ensure that the page stands out. Tweaks were made to simplify the navigation and
the general functionality of the online store.
Results
User centric designs with urban look
Hybrid menu focused on brand and product features and categories
Sleek smart side navigation
Appropriate filters and sorting added
Build to be compatible on all devices
Trending and recommended products listed on homepage
New features including floating carts, recommended products, quick
buy options and compare products added as a drop down feature to
minimize pop ups before cart
Easy to navigate segregated product pages
Kuliza helps brands embrace smart commerce solutions and create consumer-facing
applications for a mobile ready world. Kuliza’s customers include Titan, Bosch, Urban
Ladder, Myntra, Ford, Nisan, Best Buy, Hindu and more.