Introduction

Meesho’s supply side focuses on empowering small businesses, manufacturers, and individual sellers, especially from tier-2 and tier-3 cities, by offering a platform to sell their products across India. With tools for pricing, catalog management, and logistics support, Meesho simplifies the selling process, though there are challenges in areas like bulk product updates and catalog flexibility. The platform also provides training and guidance to help sellers optimize their listings and stay competitive. As of 2023, Meesho has over 1.5 million suppliers on its platform across India.

About the Feature

Smart Catalogues will suggest catalogues which the suppliers can run ads on so as to churn maximum revenue while  improving customer satisfaction. These catalogues will be suggested based on popularity amongst customers on Meesho and other competitive platforms.

Objectives of the Project

● Engagement: Motivate suppliers to run advertisements on their catalogues for improved sales

● Improved Catalog Selection: Help Suppliers in running advertisements on catalogues which will enable better revenues

Current Challenges

● 50% of active suppliers do not opt for advertisements for their catalogues

● Sellers often run advertisements on catalogs which are not popular amongst customers

Content Strategy:

^{User Story}

_{Empathy Map (Based on user calls)}

_{Tone of Voice Principles}

● Reassuring and Supportive

Communication: "Smart Campaign will now manage the ad on your behalf."

Visual Cues: The character illustration with a coffee mug conveys a relaxed atmosphere, implying that users can relax while Meesho handles the work.

Addressed Emotions: This tone reassures users who feel anxious about complex ad management, reducing feelings of stress by conveying that they don’t need to micromanage.

● Optimistic and Empowering

Communication "Get more orders with zero effort," "Get more clicks than other suppliers."

Visual Cues: Arrows and growth indicators (e.g., upward trending charts) visually reinforce the message of growth and potential success.

Addressed Emotions: This optimistic tone helps users feel hopeful and motivated to try the feature, focusing on positive results and simplifying complex tasks.

● Clear and Simple

Communication: "Meesho will pick catalogs loved by customers," "Get more clicks than other suppliers."

Visual Cues: Minimal text and straightforward descriptions avoid overwhelming the user.

Addressed Emotions: Clarity in the language reduces confusion or intimidation, especially for new or less experienced users, making them feel at ease.

● Trust-building

Communication: “Smartly auto-select popular catalogs,” “Smart bidding to get more clicks.”

Visual Cues: Use of technology-related terms like "smartly" and "auto-select" conveys reliability and expertise without being too technical.

Addressed Emotions: This tone helps ease skepticism, encouraging users to trust that Meesho’s automated systems are designed with their success in mind.

● Motivational and Success-oriented‍

Communication: "Get more clicks than other suppliers," emphasizing competition and growth.

Visual Cues: Visuals of storefronts and bidding suggest ambition and encourage users to think about gaining a competitive edge.

Addressed Emotions: This tone encourages users to feel excited and motivated to engage with the feature, as it emphasizes opportunities for growth and competition.

● Friendly and Approachable

Communication: Casual phrases like "zero effort" make the feature sound more accessible.

Visual Cues: Cartoonish characters with friendly expressions make the feature feel less intimidating.

Addressed Emotions: The approachable tone helps reduce intimidation, making the feature feel more user-friendly, particularly for sellers who may feel daunted by advertising.‍

Final Designs

Overall Product Impact

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