Purplle.com
E-commerce
Client
Purplle.com
Role
Lead UX Designer
Duration
2019-2020
Challenge:Â One purplle storefront, many kinds of shoppers
A short case study of how Purplle's website and app appear to serve beauty shoppers across metro, tier 2 and tier 3 India, and what an A/B testing program behind that design would look like.
Context
Purplle is an Indian beauty and personal care marketplace. Its CEO has said that most of its revenue comes from tier 2 and tier 3 consumers in smaller cities and suburbs, and that these shoppers are aspirational, price aware and consume content in regional languages. Founders have also described visiting beauty stores in tier 1, 2 and 3 cities to learn how shopping differs between them.
The design challenge: serve value-seeking first-time online buyers and experienced metro shoppers on the same site, without making either feel it was built for someone else.
What the homepage shows today ----->Â
Audience Tiers & Demographic Categorization:
Based on different tiers, India being a highly diverse country over needs, wants, desires, finances and social structure, we had to conduct different tests for responses to understand the best assets that helped us build trust for all kinds of people and serve them as per their needs, hence the tagline: a platform that serves all, you are beautful!
Experiments such a design was built on
Each row was a testable hypothesis, the way a team serving mixed tiers to validate it. Segment every test by city tier, device and new versus returning user, because a win in one group can hide a loss in another.
Video Campaigns & Production ( Seasonal)
Collaborated with a leading Bollywood actress for traction as an ambassador, while competing with Nykaa, and producing content that resonated with the audience led to a significant growth in revenue.
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Role: Campaign Design, conceptualising, set design, edits.