Indo Svelte
An Entrepreneurial Product Journey of apparel e-commerce
Indo Svelte, a South Asian apparel brand by Riddhi Goenka, offered a pivotal partnership to go online, meeting the US market's pandemic-driven demands. As co-founder and product designer, I led user research, crafted a product strategy, designed the visual identity, and managed a Shopify platform. Furthermore, I streamlined operations, logistics, and vendor communications through automated third-party APIs.
Timeline
16 weeks from incubation to launch
Role
UX researcher
Product Strategy
End-to-end UI/UX Design
E-commerce operations
Skills
User Surveys, Interviews, Persona, Branding, Shopify web design, Analytics, SEO strategy, Marketing Campaigns
PROBLEM
Why do South Asians find it hard to shop for ethnic attire in the U.S.?
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Limited local options for stylish ethnic wear.
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High prices for most designer wear.
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Extended delivery times and strict "No return" policies online.
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Costly and cumbersome alterations for fitting issues in the U.S.
RESEARCH
I facilitated comprehensive user research to understand our target audience, South Asian women aged 25-45. This involved surveys, interviews, competitor analysis, and customer journey mapping. Notably, 84% of respondents expressed a need for elegant ethnic wear in the US market.
Top - Surveys collected via Google forms, Bottom - User journey mapping
USER INSIGHTS
Key findings emphasized the desire for elegant ethnic wear, frustration with extended delivery times, dissatisfaction with product quality, concerns about fitting issues, and overwhelming online shopping experiences.
MARKET INSIGHTS
Our market research revealed that the Indian ethnic wear market accounted for a mere 5% of the available market in 2021. However, the South Asian diaspora in North America had surged significantly, and their needs remained unmet.
SUNAINA SAID
"I want to celebrate Indian festivals with authenticity and style, but without worrying that my outfits will reach me on time or even fit me when they arrive. Finding seamless and trustworthy service that I can rely on is really important to me."
Persona - Non residential South Asians women in US
BRAND IDENTITY
I played a pivotal role in shaping the visual brand identity and package design for our project, which came to be known as "Indo Svelte," reflecting the essence of "Indian Elegance." The name served as the foundation for our distinctive logo design and aesthetics of the brand, showcasing the peacock, India's national bird, symbolizing grace and beauty.
SOLUTIONS
We delivered a simple, thoughtfully designed product platform grounded in quality and trust.
Curated collections
To simplify the overwhelming merchandise experience, we thoughtfully handpicked styles catered to various occasions and needs. Our collections, including Wedding Events, Festive looks, Preferred styles, and category-based shopping was created based on valuable user insights. This feature effectively expedited attire discovery, and enhanced the user experience.
A story that resonates
Every clothing tells a story, and our aim was to ensure our customers could sense the authenticity of each piece and connect with the designer's narrative. To achieve this, we prominently featured the designer's stories with their unique collections, making it effortless for users to find their own style and resonate with the heritage.
Attention to "DETAILS"
User frustration of receiving poor quality and delayed shipment revealed a gap in product information. To address this, we encompassed comprehensive product details, including surface techniques, fabric composition, construction details, and care instructions. Additionally, emphasized Shipping details and timelines for transparency. This not only builds trust, minimizes returns, and enhances visibility but also empowers customers to make well-informed decisions.
Made-to-tailor
Users faced fitting issues and high alteration costs in the US, prompting us to take action. We standardized size charts according to US metrics, offered alterations or credits for ill-fitting purchases, and provided customization options for color, size, design, and more at the checkout stage, ensuring a made-to-tailor shopping experience that resolved these issues.
LEARNINGS
Shipping products is rewarding, yet the true essence was in building a business from scratch. This involved demonstrating resilience in the face of challenges, embracing flexibility and adaptability, cultivating a risk-taking aptitude, honing problem-solving skills, and fostering a continuous willingness to learn and grow. Each of these elements contributed to the foundational and ongoing success of the venture.
SUCCESS IN NUMBERS
523
SITE TRAFFIC
2.3%
CONVERSION RATE
55.4%
00:01:46
BOUNCE RATE
AVERAGE SESSION DURATION