CLiQ Luxury Watches Research and Redesign
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Tata CLiQ is the flagship digital commerce initiative of the Tata Group.
With 70 million visits/month, it is a multi-category e-commerce platform, operating across categories such as Fashion, Luxury, Footwear, Accessories and Beauty.
Tata CLiQ has a unique model offering customers the convenience of quicker delivery (by shipping from the store), easy pick-up and returns, across 4,100 + brands and 1,000 stores in 100+ Indian towns and cities. It is also India's definitive destination for exclusive and authentic brands.
Each vertical has its app on iOS, Android, mSite and Desktop. Also each vertical has a separate multidisciplinary team. My primary role is to manage and grow our 3 multidisciplinary design and user research teams for all verticals at CLiQ.
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➢ Established and nurtured the Product (UI/UX) design team, culture, processes, and operations from scratch.
➢ Expanded the team from 4 to 20 skilled designers.
➢ Formed a User Research Lab of 6 researchers that serves not just product and design teams, but also the wider organisation by organising customer insight workshops.
➢ Fostered a culture of user research and data-driven design decisions, guiding the team to approach challenges like creative scientists.
➢ Initiated and completed 3 design systems across verticals, covering core elements with detailed implementation documentation, usage guidelines, tenets, and goals.
➢ Facilitated monthly design workshops, providing clear career paths for individual growth and team advancement.
➢ Evangelised data-driven design-impact creation across both customer and business metrics. Leading to higher recognition for the design team within the org.
➢ Worked closely with cross-functional teams like product, business, marketing, and creative to achieve up to 200% growth in primary categories YoY.
➢ Led the redesign of the homepage for all 3 apps, implementing a fluid design system for each vertical, resulting in significant increases in CTRs, conversions, and overall engagement.
➢ Ran monthly A/B Tests across touchpoints with product and data teams, consistently enhancing CX and conversions.
➢ Led the creation of AR Makeup/Face Analyzer and other apps for Tata CLiQ Palette's inaugural phygital beauty story.