https://www.figma.com/embed?embed_host=share&url=https%3A%2F%2Fwww.figma.com%2Fproto%2F9rMUVtUixiENJ31RgYmvyV%2FBhavishya-Portfolio-2024%3Ftype%3Ddesign%26node-id%3D44-37580%26t%3DiaXASi1lJDwN9dPQ-1%26scaling%3Dcontain%26page-id%3D44%253A37579%26mode%3Ddesign
My Role: As the Head of Design, at Tata CLiQ, I lead all three verticals of CLiQ (Luxury, Fashion and Beauty).
For this project, I formed a team of 4 Designers, 3 Researchers and 1 design-system lead.
I contributed to the project as a hands-on design manager and researcher, to create a new template of user-centric, data-informed, collaborative design process.
Project Overview
Tata CLiQ is the flagship digital commerce initiative of one of India’s largest conglomerates, Tata Group. With 70 million visits/month, it is a multi-category omni-channel e-commerce platform, operating across categories such as Fashion, Luxury, Footwear, Accessories and Beauty.
Luxury App & Watches Category
- As India's leading luxury lifestyle platform, we curate the finest of global and Indian luxury brands in fashion, watches, beauty, fragrances, home, gourmet, and more.
- Watches is CLiQ Luxury’s biggest category with close to 40% of visits contribution and ~30% revenue contribution.
But even with the most exclusive brands in the catalogue, it had hit a plateau in growth and conversions. Most luxury buyers just didn’t prefer buying watches online.
Sneak peek of our new design system for lux
Initial Project Requirement: Redesign the PLP & PDP to improve user engagement/conversions ahead of the upcoming rebranding
- WHAT: The design team was tasked to redesign the 3-year-old PLP and PDP pages, starting with watches, ahead of an upcoming rebrand of the app.
But the initial expectation was only to make a new “skin” for these pages, and not make “too many changes”
- WHY: Low PLP to PDP Rate, High Exit Rates, Low Conversion vs Average. Poor user feedback. 80% of marketing campaigns land on PLP/PDP.
This project had 3 phases