UpGrad ProductManagement Industry Project -Part1

Introduction to the

Company

UpGrad Product Management Industry Project -Part 1

Name(s): Vishakha V Padmane, Ganga Pathak, Riju SinghalEmail id(s): [email protected] and [email protected], [email protected]

What all is Covered

Part 1: Market ResearchIntroduction to Zivame and it’s competitors Competitor Analysis:

Background Business Models Some numbersStrength and weakness Product LineupProduct details and Performances Future Initiatives

Part 2: User researchIdentify the target audience & the sample size Perform User surveyPerform contextual enquiry

(Cont…)

What all is Covered

Part 3: Finalized Features & PrototypesIdentify list of features from the insights gathered in User research. Paper prototypes for identified features.

Part 4: Usability Testing & WireframesPaper prototypes post Usability testing. Final wireframes for all features.

Part 1 – Market Research

Zivame –CompanyBackground

Top Competitors or Alternatives

Zivame –CompanyBackground

Top Competitors or Alternatives

Zivame

Company BackgroundAnalysis

Background Analysis -Founders

Richa Kar is the Co-founder of Zivame. Zivame is a Bangalore based startup for women apparels. Richa founded Zivame in 2011 along with Kapil Karekar who had worked with companies like InMobi, ESPN, and Yahoo! for over 10 years. Kapil met Richa through a common friend, and that was when Richa was thinking about the concept of online retailing of lingerie.

Neha Kant is a Delhi University (Miranda House) graduate and holds masters in management degree. After a decade of experience in corporate India, where she led business for some big names, she decided to start on her own to address the absence of peppy, spicy,

sexy yet comfortable wear in the Indian innerwear market. With Clovia, Neha wants to redefine the Indian lingerie market, and help customers choose beyond standard cuts, shapes and colors. Her mantra – lingerie is a critical part of your wardrobe and it doesn’t need to be drab and boring.The objective is to occupy the most-favorite brand space in the minds of her consumer as the space presently awaits an occupier.

Karan Behal, a visionary entrepreneur, is the Founder & CEO of PrettySecrets (MTC Ecom Pvt Ltd.). He has over 12 years of rich experience in the lingerie business across manufacturing, sourcing, marketing, product development, retail and e-commerce. A graduate in business management from Franklin & Marshall College, USA, Behalbegan his entrepreneurial journey by retailing PrettySecrets nightwear at more than 300 points of sale including large format stores and multi-brand outlets in India

Business Strategy - Zivame

Website + App Website + App + Stores

Online Channel Omni Channel

Omnichannel strategy is all about being present at touch points where consumers want to shop. Omnichannel presence gives the brand alternative option to solve consumer needs. Besides selling online, Zivame now retails from more than 35 brick-and-mortar stores across the country. We plan to increase our store count to 60 by financial year 2020. Our offline presence is aimed at providing existing as well as new buyers brand experience where they can touch and feel the product.

Business Strategy - Clovia

Website + App Website + App + Stores

Instead of aggregating with existing brands, Clovia built its own brands, and focused on sourcing and selling on their own e-store and other online stores.As more than 60% of its sales are coming from tier 2 and tier 3 cities, the platform has shifted its focus majorly on these cities and is coming out with new products based on customer feedback from such areas.Additionally, the company has drawn up an omni-channel strategy for under-served markets and has targeted to open around 75 offline stores across the country by the end of 2021, which will be contributing more than 30% to the overall revenue.Currently it has 12 retail outlets and these contribute to nearly 20% to the revenue.

Online Channel Omni Channel

Business Strategy – PrettySecrets

PrettySecrets had started off with a brick and mortar store with major focus on nightware, way back in 2005 which was an instant hit. Due to certain challenges with this channel, it pivoted to selling online and setup its website Mylace.in wherein it built its own brand and focused on sourcing and selling on its own e-store.

The company has followed in the footsteps of its competitors wherein they have now adopted the omni-channel strategy and have plans of setting up a whopping 300 offline stores by 2019 to cater to seamless integration between the online and offline customer experience.

Comparison Top 3 Competitor

The top 10 competitors in Zivame's competitive set are PrettySecrets, Clovia, Shyaway, Bwitch, N-gal Originals, Fabsdeal, Amante, Zotory, Lovableindia and Buttercups. Together they have raised over 27.0M between their estimated 565 employees. Zivame's revenue is the ranked 3rd among it's top 10 competitors. The top 10 competitors average 12.3M. Zivame has 231 employees and is ranked 1st among it's top 10 competitors. The top 10 competitors average 99.

Background Analysis - Comparisons

Goals

“Our Mission is to be the destination for every woman’s intimate needs. We believe that every woman is unique, and we want to deliver a platform that allows her to browse, discover andshop what is right for her.”

“Clovia has set the goal to offer women quality, fashionable, and affordable lingerie and thereby uplift the mood, the elegance and their confidence.”

“Our mission is to deliver superior quality lingerie as well as give our customers access to product and categories previously unavailable in the market.”

Marketing Strategy

Zivame chose to tap their potential target audience using online networking. They work towards making their presence in social sites through regular online ads.Now increasing their presence offline by opening various stores.

Instead of aggregating with existing brands, Clovia built its own brands, and focused on sourcing and selling on their own e-store and other online stores. They aggressively using Instagram for there advertisement

Pretty secrets marketing there products through social media and digital media. The key objective of the marketing is to establish Pretty Secrets as the perfect synergy of comforts and style for today’s Indian woman.

USP Fit for all, variety of options Big data tech, fashion solutions Peppy colours, fashion lingerie

Target Market

Women in the Age group of 18 – 35+ from Tier 1 & Tier 2 cities who want to comfortably buy lingerie from their home

Clovia initially targeted working women in the age bracket of 25 to 32 in Tier 2 & 3 cities. Now, it also focuses on a younger demographic, those between 18 and 24.

PrettySecrets is targeting women in he age group of 20- 45 years.

Retail Store Locations

It now has a presence in about 31 retail stores and 600 trade (multi-brand) outlets along with a digital outreach across all pin codes in India. Currently it has 12 retail outlets

Currently 12 outlets in Mumbai, Ludhiana and New Delhi

Funding

Zivame has raised a total of $57.6M in funding.The initial seed funding of Rs. 30 lacs came from Richa Kar. Back in 2015, Zivame had raised worth Rs 250 crore. The company has recently raised Rs. 60 crore funding as part of a bridgeround.

Clovia has raised a total of $18.7M in funding.

The latest funding of $10M was raised in Jan 2019 by AT ventures.

Pretty Secrets has raised a total of $8M in funding.

Competitor Analysis - Product offering Comparisons

Product Line-up

Bras/ Panties Nightwear Activewear Shapewear Accessories Swim +Beach

Bras/ Panties NightwearClothing – socks/ stockings/ leggingsShapewear MaternityWear SwimwearActive Wear

Bras/ Panties Nightwear SwimShape Accessories

SizeSize Price ColorPadding/ Category FabricOccasion

Style/ Coverage

Product Filters

Padding/ WiringBrandPrice/ Discount/ Offer

SizeColor Style

ColorFabric Type


Pricing

Zivame offers a wide range of products that suits everypocket size. Pricing is in the range of Rs. 250 – Rs. 2000.Although the pricing is inclined to be on the premium side, they have several discounts and offers.

Sticking to its mission of providing affordable and stylish designs to the customers, pricing for most of the products is between Rs. 300 – Rs.1000.The focus is mainly on Offers with the App having a separate sub-menu specifically for offers.

PrettySecrets offers most of its products within price range of Rs. 300 – Rs. 3000.

Loyalty Program

Yes – Circle of Radiance3 circles-Bronze, Silver & Gold Different Rewards for each circle

No No

Returns Available

Yes on specific products Yes on specific products Yes on specific products

Pricing




Loyalty Program


No No

Fabric Type


Pricing




Loyalty Program


No No

Returns Available

Yes on specific products Yes on specific products Yes on specific products

Pricing



ffers most of its products within price range of Rs. 300 – Rs. 3000.

ColorFabric Type

Compare Company Profiles

Continue in next slide

Compare Company Profiles

Competitor Analysis – Some numbers

App Downloads

IOS – Data not available Android – 5M+

IOS – Data not available Android – 1M+

IOS – Data not available Android – 100K+

App RatingsIOS – 3.2Android – 4.2

IOS – 4.7Android – 4.5

IOS – 4.6Android – 4.2

App Reviews Fair Good Good

Facebook Page Likes 816K 701K 137K

Twitter Followers 7630 5005 6425

Instagram Followers 201K 106K 116K

Strengths and Weaknesses - Zivame

Strength :

• Zivame products have strong brand recognition in the industry

• Zivame’s extensive product offerings and tie ups with premium brands have helped the company to penetrate different customer segments. It has also helped the organization to diversify revenue streams.

• Zivame has extensive dealer network and associates network that not only help in delivering efficient services to the customers but also help in managing competitivechallenges.

Weakness :

• Internet and Artificial Intelligence has significantly altered the business model in the Entrepreneurship industry. Zivame has to build a new robust supply chain network which can be can be extremely expensive.

• Business Model of Zivame has been imitated by the competitors in the industry

• Very High Competition.

• Lesser offers as compared to competitors

Strengths and Weaknesses - Clovia

Strength :

• Online extensive product offerings have helped the company to penetrate different customer segments.

• As Clovia sells own products lots of option tocome up with innovative new products asper customers requirement.

• Clovia is now claiming a big enough chunk of the revenue pie in the Lingerie industry

Weakness :

• High investment in production.

• High competition in market which reduces profit margin.

• Dependence on Internet

• As not an aggregator, lesser variety beingoffered

Strengths and Weaknesses - Pretty Secrets

Strength :

• Online extensive product offerings have helped the company to penetrate different customer segments

• Effectively using Digital Media for marketing.

Weakness :

• High Cost in Production.

• High competition in Market.

• Dependence ofInternet

Future Opportunities

ZivameZivame is currently investing its funding on future retail expansion, augmentation of technology,product developmentstrengthening Zivame's omni-channel strategy.For the future Zivame can focus of International Expansion and tie up with multiple industry leader brands to further strengthen its hold on the market.

CloviaClovia continues to grow in the online space and is also fast setting up its footprint in offline retail as well, to ensure a panIndia brand presence in all genres of customer base .Clovia can focus on International Expansion and follow in foot-steps of its biggest competitor to make its presence felt as an aggregator.

Pretty SecretsPrettySecrets can very well target the lower base segment customers and penetrate the entry level market.Pretty Secrets is all set to open 300 outlets by the end of 2019.

Part 2:User Research

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User research: Target Market & Target Audience

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User research: Target Market & Target Audience

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We have created Facebook ad to know number of people from age group 25-40 staying at Delhi, Bangalore ,Mumbai and Pune Accordingly, population is 25,000,000 (2.5 crore)

User research: Sample Size

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Sample Size Needed: 96

With response rate 10% i.e total number of people to survey: 96/0.1=960 As we needed 30 responses / interview i.e total number of people to survey: 96/0.3 = 320

Objective and Hypothesis for Survey

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Obj.1: To understand user preferences for using online & offline channels for buying products H1.1:Users prefer offline mode as knowing the touch and feel of the product is more important for premium products H1.2:Users prefer online mode for more variety, Discounts, offers.H1.3:Personalization color , size, style is a very important aspect pushing people towards offline modeObj.2: To understand user drop points in online/ offline channel H2.1: Not finding the right size/ item or finding a cheaper item or bigger discounts somewhere else is the major factor in users dropping off H2.2:Users would be enticed to purchase items if they are rewarded for every purchase along with giving one time discounts.Obj.3: To understand user expectations from technologyH3.1: Customers would be delighted if personalization could be incorporated into the app/ website.H3.2:Users would find it useful to be able to add items to Wishlist/ cart online and buy those offline post viewing/ trial without hassle.H3.3:Users would find it very useful if they get push notifications for the items that they need become available.

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Analyse the data collected through the survey(https://forms.gle/FHNSC4FyUEgCh8xr8)

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Contextual InquiryUser Type Repeat User

Channel Mobile App (Android)

Task Select an item with size M and add it to the cart

Task Details • Goes to the menu option• Selects the category• Explore the options• Finalise the option• Select the size• Add it to the cart• Complete the transaction

Questions & Responses

• Do you use Zivame App frequently ? – Yes, I have used it a couple of times before

• I saw that you selected an item, but did not complete the transaction, any specific reason ? - I had selected a “no return item” and as I was not sure about the size, I thought I would purchase it offline after trying it out

Observations & Insights

H1 and H3 are validated• User prefers offline mode of purchasing• User prefers to try out sizes before making a final

purchaseUser frequently uses app to check out the variety rather than making a transaction for which they prefer to make offline purchase after trying the item and checking its look and feel

User Type Novice User

Channel Website

Task Select an item with size S and purchase it



• Do you use Zivame App frequently ? – No, not a regular user of Zivame App

• I saw that you selected an item, and completed the transaction first time itself, what did you like about your experience? - I had visited an offline store before and liked an item but could not find my size there, so I thought if my size is available online for the same item, I can purchase it

Observations& Insights

H1 is validated• User prefers offline mode of purchasingUser preferred online purchasing due to unavailability of the preferred size in offline store.43

Contextual InquiryUser Type Repeat User

Channel Offline

Task Select an item and purchase it

Task Details • Goes to the offline store• Explore the options• Finalise the option• Complete the transaction


• Do you purchase from Zivamefrequently ? – Yes, I like quality and variety of products at Zivame

• I saw that you selected an item, but did not purchase it, any specific reason ? - I liked an item which was a bit of costly, just wanted to wait for it to be on sale or check for discounts online


H2 is validated• User prefers online shopping for

discounts, offers User frequently buys from Zivame but also check the availability of discounts, offers online before making a purchase 44

User Type Repeat User

Channel Mobile App(iPhone)

Task Select an item with size L and purchase it



• Do you use Zivame App frequently ? – Yes, I am frequent buyer

• I saw that you spent a lot of time going to and fro between the same items, do you want to share your experience? – I liked 2-3 items but wanted to purchase only one of them, hence I wanted to compare which was better. So I was struggling to find difference there, colour, wiring, padding etc.

• I saw that you liked an item, but because it was unavailable you did not make use of Notify feature? - I like the item, but I do not keep track of SMSes and notifications coming as such, so I will check it myself next time I visit the app again


H1 is validated• User prefers offline mode of purchasingUser preferred online purchasing due to unavailability of the preferred size in offline store.

User Goal 1. Buy good quality lingerie.

User Expectations 1. Fabric should be soft2. Variety should be available.3. Size should be fit .4. Should be delivered at home5. Price should be reasonable.6. Stock should be available7. Return option

Process 1. Search in google and buy online2. Visit to nearby shop and buy

Experience 1. Purchased online but size is not fit.2. Offline purchase time is main constraint.

Touch Points 1. Online application2. Retail shop

Pain Points 1. Online purchase trial option is not available.2. In local shop return, variety is not available.3. Online delivery time issue , no one at home to receive package.

Ideas 1. I would like to try before buy and delivered at home.2. If stock available notification should be received.

User Journey Map Buy lingeria

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User Journey Map(Online and Offline buying Experience)

User Journey Map(Omnichannel Experience)

Initial prototypes to showcase the various screens

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Broken Down the Problem

Following features have been identified and prioritized on the basis of Analysis done on the data and the Insights

gathered:

1. Integrate the retail formats (online & offline)

2. Through personalize in app notification, convert casual browsers into first time shoppers & shoppersinto loyal customers

3. Utilize and understand the user behaviors provide option to feel that someone understand theirrequirement without knowing them personally.

4. Explore & understand what today’s retail customers expectation. E.g. Fabric ,Variety, Offers matter.

5. Share option(Whatsup, Messenger, Viber , Email, etc) should be available to increase the sale.

Prioritized Feature List

Following features have been identified and prioritized on the basis of Analysis done on the data and the Insights

gathered:

Feature 1: Push & Web Notifications for item that becomes available online –(personalize in app notification, convert

casual browsers into first time shoppers & shoppers into loyal customers)

Feature 2: Push & Web Notifications for items that can be viewed offline in a store of her choice – (Integrate the retail

formats (online & offline)

Feature 3: For non returnable product instead of showing checkout message, user should be shown at what all retail

store locations the item is available for viewing - Explore & understand what today’s retail customers expectation.

Feature 4:‘Based on user’s buying history and Wishlist, features added e.g. Menu Recommended for you-- Explore &

understand what today’s retail customers expectation.

Feature 5: One to one Share the products if she likes.- to understand the customer expectation , if she likes she

shares.

Feature 6:User visits store and Try and buy items home delivery option should be available – online & offline

customer integration.

Choice of best solution:

Use cases Functional requirements

1. User wants Push & Web Notifications for item that becomes available online.

2. Push & Web Notifications for items that can be viewed offline in a store of her choice .

3. For non returnable product user wants to touch and feel than only buy.

4. Based on User’s history, behavior and the app purchase patterns , menu should be available.

5. When user visit store and buy items home delivery option should be available.

6. Share option to others should be available

• Push Notification is still preferable option for user but personalize option give user personal feeling.

• User still don’t want to buy product if non returnable so in that case she would like to go and try.

• Share option to other if she likes.

1. User will received push notification once it is available.

2. User received push notification for items that viewed offline.

3. In non returnable product screen option to visit store is available with availability of product.

4. “Recommended for you "Menu is displayed.5. User can buy from store and home delivery is

done by nearest store.6. Share option is available in PDP and PLP screen

Functional Requirements

Initial Sketch

Feature 1: User wants Push & Web Notifications for item that becomes available online.

Initial Sketch

Feature 2: Push & Web Notifications for items that can be viewed offline in a store of her choice.

Initial Sketch

Feature 3: For non returnable product user wants to touch and feel than only buy..

Initial Sketch

Feature 4: Based on User’s history, behavior and the app purchase patterns , menu should be available.

Initial Sketch

Feature 5: Share option to others should be available.

Part 4 – Usability Testing

Usability Testing Method used : Quick & Dirty Testing Method.

Feedback was recorded and the Features/ paper prototypes were updated to incorporate the feedback.

Feature 1: User wants Push & Web Notifications for item that becomes available

online.

User Feedback: “It’s good I can choose simple app notifications but, It is too cluttered and confusing tochoose on how to get notified and also a repetitive step.” Please provide some personal notification.

Conclusion: Users liked having option but having to do it repeatedly was irritating and also sometimesconfusing. Based on feedback We changed the general notification to personalize.

Feedback received from the user:1. Personalize notification should be sent.2. When user swipe notification should be delete.

Initial Sketch After Feedback


Feature 2: Push & Web Notifications for items that can be viewed offline in a store of

her choice. Feedback: I want to be able to set store of my choices, can I also get notified about a SALE at thatstore?”Conclusion: User liked the idea of knowing where to also visit offline but annoyed by seeing it anywherewas irritating.“Now get notified about personalized offers and sale at your favorite store, set favorite store locations”which takes them to settings where they can choose their favorite store, where they can get notifiedand also can be used to send them updates about any event like sale at their favourite stores.

Feedback received from the user: Add store also, so that user can view particular store offers only.


Feature 2: Push & Web Notifications for items that can be viewed offline in a store of her choice.

Feature 4: Based on User’s history, behavior and the app purchase patterns , menu

should be available.

Feedback: “I am a new user, how can I get better suggestions ,the current ones are not good enough forme.”Conclusion: The users were happy to see “Recommended for you” section but, some new users get nosuggestions because there were no products in Wishlist or cart to analyze.

New users should get pop-over when they click on “Recommended for you” section which says: “We donot have suggestions for you now, “Tell us about you” or Mostly bought product( highly rated productswe can displayed), for old user page remain products is shown in a grid with “Happy Smiley” and “SadSmiley” buttons, with the help of these actions that user takes, we can gather more data points andimprove their suggestions.

Feedback received from the user:1. To understand the customer more “Tell us about you "option and “ Mostly bought product” (in which we can show

highly rated product)2. If she is ok with recommendation she will click on smiley




Feedback: “Why I am not able to share the products which I like? ” and Currently I am not planning tobuy product, I will buy once you provide discount in this product.”

Conclusion: The change was liked by some users who were planning to share products and planning tobuy when discount is available.

Feedback received from the user:1. Share should be limited to What sup, messenger, Email(one to one share)2. Remind option will send to user notification whenever offer is applicable for that product.



WIREFRAME AFTER USABILITY TESTING

Wireframe :https://whimsical.com/MXh3ygqnn7GtHKxFP7SANJ

Prototype:https://marvelapp.com/5hb0ge0

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Feature 2: Push & Web Notifications for items that can be viewed offline in a store of

her choice.

Feature 3: For non returnable product user wants to touch and feel than only buy..


OLD USER

NEW USER

UpGrad ProductManagement Industry Project -Part1

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Transcript of UpGrad ProductManagement Industry Project -Part1