Introduction

Flipkart is one of India's largest and most prominent e-commerce companies. Over the years, Flipkart expanded its offerings to a wide variety of product categories, including electronics, fashion, home appliances, and groceries, transforming it into a comprehensive online marketplace.

Project Overview

To understand various use-cases, customer pain points in order to provide a creative solution for a user-friendly customer experience through the washing machine landing page and the different sub-variants landing pages.

Objective

To make Flipkart the top shopping destination for Washing machines with a customer-friendly and engaging user-experience, so as to also meet the aligned business goals.

Design Process

Category Requirements

● Creation of greater visibility for the top selection as per capacity and budget

● Cohort-targeting and creation of personalised content

● To highlight the technological features across products and brands as well

Research Overview

METHODOLOGY

QUALITATIVE

● User Interviews:

Gathering customer pain points and preferences, including reasons for washing machine purchases (first-time and repeat buyers) and preferences by region. The research focuses on understanding triggers for upgrading, brand preferences, and machine features.

Segmentation: The user base is segmented into different cohorts such as:

First Time Buyers: Focusing on their basic needs, price sensitivity, and preference for new brands (10 Participants)

Repeat Buyers: More discerning, with a focus on technology and upgrading their existing machines (10 Participants)

Regional Insights: The research looks at regional differences (North, East, South, West) to customise content and marketing strategies based on the penetration and types of machines popular in each area.

Key Metrics:

- Common pain points (e.g. high maintenance, low wash quality)

- Technology triggers (e.g., preference for fully automatic machines due to convenience)

- Brand affinity, particularly a shift towards newer brands

QUANTITATIVE:

● Surveys:

‍A representative sample of buyers from different regions (North, East, South, West)

Key Metrics:

- Purchase triggers (e.g., latest technology, need for convenience).

- Preferred washing machine types (semi-automatic vs. fully automatic)

- Brand preferences (established brands vs. new entrants)

Research Findings

Preference: Fully Automatic Top Load

Triggers: Latest Technology / Innovations 40%

Brand: Prefer New Brands, no particular Brand Affinity towards established brands.

Summary: The first-time buyers for wash generally opt for Fully Automatic Top Load machines in the 7-8Kg category. While preferring newer brands to established ones they go for the lower price brackets they offer.

Preference: Fully Automatic Front Load

Triggers: Better tech models

SATL to FATL upgraders most open to trying new brands 62% selected new brands

Summary: Most repeat customers are straying away from their previous brands in search of better ones. Semi-automatic users areopting for the convenience of fully automatic machines. They have a specific affinity towards customer reviews and are more conversant about product specs - to a certain level are discerning in what they actually need.

Common Problems & Solutions

Water Quality:

Free from Germs / Allergens

Solution: Steam Wash | Inbuilt Heater

Mixed Wash:

Ability to wash both dark and light coloured clothes together

Solution: Twin Wash

Minimum Resources:

Should consume fewer resources like Electricity, Water, Detergent

Solution: Energy Rating / Water Rating

Common Problems & Solutions

North: has the highest penetration of SATL washing machines

Drive upgrade to FATL

Selection of Exclusive / New Brands

East: has the lowest penetration of washing machines

Promote FATL as first time purchase

Selection of Exclusive / New Brands

South & West: markets have the highest FA washing machine sales

Drive upgrade to FAFL

Selection in the top 5 brands

Solving through Landing Page Designs

● Creation of different Landing Pages for different types of washing machines

● Will help in decision making as per family size and budget

● Targeting of individual Landing Pages can be enabled via Search/SEO as well

● Enabling of regional targeting as per research outcome

● North: Promote upgradation to FATL as this region has an affinity towards Semi-automatic Top Load

● East: To promote FATL as first time puchase as it has lowest penetration of washing machines

● South & West: Drive towards upgradation to Fully-automatic Front Load as they have highest Fully-automatic sales

Old User Journey

Action Items

Add entry point banners in browse pages to gain more visibility

● Customers who are using search

● Customers who are arriving through marketing channels

● Customers who are arriving through brand ads

● Customers who are arriving through SEO

Suggested User Journey

‍

Creative Execution

‍

Moodboard

Used lifestyles background with simple and neat layout to enhance the product and informations

‍

Colour Palette

● Fresh colours in sync with the Flipkart colour tone

● To get vibrancy and diversity in the design flow

‍

Font Used

● Simple & Bold

● Very catchy when it comes to highlighting use cases

‍

Font Used

● Simple & Bold

● Very catchy when it comes to highlighting use cases

Module Exploration

2 Grids - To showcase the Latest Technology in Washing Machines

Use-cases:

Tech Feature+Image+Model+Capacity

Tech Feature+FSN+Model+Capacity

1 Grid Use Cases

Image+Price+Model/Type+Feature

Image+Price+Model/Type+Feature+Logo

Image+Price+Model/Type+Features+Additional Features

Scrollable Banners

3 Grids: To show capacity

‍

Final Designs

‍

‍

‍

‍

Improvements in Click Through Rate