Case Study — Fabindia
This blog is about the case study which I did for the brand Fabindia and I am happy to get a platform to showcase my work. So let’s just start from the beginning.
About Fabindia
Fabindia is India’s largest private platform for products that are made from traditional techniques, skills and hand-based processes. Fabindia links over 55,000 craft based rural producers to modern urban markets, thereby creating a base for skilled, sustainable rural employment, and preserving India’s traditional handicrafts in the process. Fabindia’s products are natural, craft based, contemporary, and affordable.
Problem Statement
Fabindia is facing issues with it’s website and it’s customer experience is not up to mark. It’s sales are decreasing and the ongoing services need to increase in leads and conversions, it should increase the sales and should attract the customer.
Solution
-Researched on the present website.
- Competitor websites
- Generated user personas
- Created wireframes
- Made prototype
Business Type
Fabindia is an online e-commerce site where it provides all the products and services to it’s customer.
Design Process
Discover
Stakeholder Interview, Design Strategy, User Interview, Competitor Analysis
Define
User Research, Survey & Data Gathering, Persona, Empathy Mapping, User Journey
Ideate
Brainstorming, User Flow, Card Sorting, Information Architecture
Design & Test
Branding, Visual Identity, Wireframe, Low Fidelity Prototypes, High Fidelity, Visual Design, Usability Testing
Discover
Stakeholder Interview
Q1. What’s the overall project about ? Can you sum it up ?
Q2. What’s the value of the Project ?
Q3. What do you intend to achieve for this project as a Manager ?
Q4. How it will benefit users and business ?
Q5. In which segment or markets you want to focus this project ?
Q6. Who are our target audience ?
Q7. Do we have any marketing team researchers that was done regarding this project ?
Q8. Who are few major competitors ?
Q9. What are the general tasks that users will be doing with this task ?
Q10. Are there any technological limitations/technical constraints ?
Q11. What’s your plan of release action (”IOS” or “Android” or “Web” or “All”) ?
Q12. Do you want secondary research from our side to talk with users and get their feedback on this ?
Q13. What are critical success factors for this project ?
Q14. How much time do you expect the overall design and development to be handed off ?
Design Strategy
Executive Intent -This project is all about making users to order their desired products. Users can pick anything which suits them and complements their look as well as their lifestyle. In addition to that they can also choose any design from the wide range of the product. Moreover, they can also give us feedback and make customize design for them . Users can also take help from the app to pick the right one for them.
Target Audience -Gender : Male, Female, Kids, Others
Profession : Working and Non — working
Age Group — 16+
General Task -Users can select, visualize and share designs to take their opinion. They can also explore all the other options. They need to create an account and then they can explore the options and have the opportunity to choose the materials, fabric and quality of the product. After finalizing the design they can place the order and can enjoy the delivery at their home. They will also get some exciting rewards and offers on their purchasing.
Cross Channels -All platforms, web, IOS, android.
Marketing & Branding Goals -Brand Partnership: to increase brand awareness we can partner with other brands.
Leverage Social: People won’t share content unless we will ask them so we should develop shareable content like graphics, flyers and quotes.
Publishing Content: to increase our credibility we can write an article , share videos, apps and services.
Us referrals: We can use referral programs to increase brand awareness.
Critical Success Factors -There are so many similar platforms where users can buy any of these products but our goal is to make users choose custom products over any other products.
Competitor Brands -Sutta, Good earth, Stylebaaj, Cotton Emporium, Khadi Gram Udyog, Patanjali Ayurved & Cbazaar.
User Research
Qualitative Research
I have conducted 10+ user surveys and collected viable information from them towards the range of product and site.
1. What type of Products do you like at an e-commerce platform? Is it Ready-made or custom-made or both?
2. Could you please list out the best products on the Fabindia site?
3. How long has it been since you purchased or visited the site?
4. How was your overall experience with it?
5. What made you pick/go for another site instead of Fabindia site?
6. How comfortable are you in exploring your thoughts on sites and getting the shopping done?
7. Any good/bad experience with the categories?
8. Are you very specific with the fabrics/materials or do you go for the available materials?
9. Do you like to customize products for yourself?
10. What is your opinion, if there is any application for custom design, selecting fabric and then ordering it?
Qualitative Research
I have asked people to record their responses through the online survey form and questionnaires. Around 95 people had participated in filling the survey and made this research possible.
Competitive Analysis
Competitive Analysis is a strategic management assessment of the strengths and weaknesses of current and potential competitors.
Define
Persona is a fictional character created in representing a user type that might use a sit, brand or product in a similar way.
Customer Journey Map
A customer journey map is a diagram that visually demonstrates the customer/user flow through the application, starting with initial contact or discovery, and continue throughout the process of purchasing a product and using it for a long time loyalty.
User Flow
A user flow is a route map for the users to navigate from entry point to end point in order to complete a task in the user interface. The user flow defines all navigations steps in the user journey in order to achieve their goal.
Card Sorting
Card Sorting is a method used to help design or evaluate the information architecture of a site.
Information Architecture
IA helps in organizing content so that the customer/users can easily adjust the functionality of the product and can find everything they need without any effort.
