Curated Collections
Developed handpicked collections for various occasions (Weddings, Festivals) based on user insights to simplify the browsing experience and enhance user engagement.
Detailed Product Info
Addressed user concerns about quality and fit by providing comprehensive product details, including fabric composition and care instructions, alongside transparent shipping timelines.
Fitting Solutions
Standardized size charts to U.S. metrics and offered alteration credits or customization options, ensuring a made-to-tailor experience for customers.
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Indo Svelte E-commerce
CLIENT
Indo Svelte
TYPE OF CLIENT
Retail, Fashion, E-commerce
CATEGORY
UX Researcher, Product Strategy, UI/UX Design & E-commerce Operations
BRIEF
Indo Svelte, co-founded by Riddhi Goenka, aimed to meet the rising online demand for South Asian apparel in the U.S. market during the pandemic.
WHAT WE DID
As a product designer and UX researcher, I spearheaded the development of a user-friendly e-commerce platform that addressed the challenges faced by South Asians in accessing stylish ethnic wear, enhancing engagement, streamlining operations, and ultimately driving sales.
RESULT
The project resulted in a fully operational e-commerce platform that significantly improved user engagement and satisfaction. This success not only established Indo Svelte as a trusted source for ethnic wear in the U.S. but also laid a strong foundation for future growth in the competitive apparel market.
Challenge
The Indo Svelte project faced key challenges such as managing efficient communication with international vendors, overcoming brand awareness barriers in the U.S. ethnic wear market, navigating resource constraints typical of startups, and blending traditional Indian aesthetics with contemporary fashion trends to resonate with South Asian women in the U.S.
Execution of the project
I led the design strategy by conducting thorough user research to understand customer preferences and behaviors. This involved creating strategic buyer personas and mapping user journeys to identify pain points and opportunities for improvement.
User Research
Conducted surveys and interviews with South Asian women aged 25-45 to understand their shopping experiences, preferences, and pain points.
Brand Identity
Created a visual identity that embodied “Indian Elegance,” incorporating elements that resonate with the target audience.
Logistics & Marketing
Streamlined logistics through automated third-party API integration and executed targeted digital marketing strategies.
Design Solutions
Success
The journey of building Indo Svelte from the ground up was both rewarding and educational. We established a fully operational e-commerce platform with a robust supply chain that ensured quality and timely delivery. Our digital marketing strategies resulted in consistent traffic and sales growth. This experience reinforced my skills in resilience, adaptability, problem-solving, and the importance of user-centered design in driving business success.
Web & Mobile Platform
To enhance the Indo Svelte e-commerce platform, we focused on creating a seamless and engaging user experience. Our approach included refining the site’s navigation, optimizing it for mobile devices, and using visual storytelling to strengthen the brand’s connection with its audience.
Additionally, we introduced advanced product filtering to help users easily find exactly what they were looking for, ensuring that the shopping experience was both intuitive and enjoyable across web and mobile platforms.
