Aurumgemé

Timeline: October 2022 – July 2023
My Role: UX Researcher
Company: Indian UX Design agency
Client: Big Indian Jewlery brand
Role Location: Bengaluru, India
Tools Used: Google meet (Inetrviews), Otter.ai (Transcription), Google sheets (response noting, analysis) and Google slides (presentation)

Aurumgemé faced a challenge with an approximate exit rate of 68% from PDP.

• The growth of online shopping platforms and the increasing penetration of the internet among the Indian population provided a perfect platform for online jewels and precious stones shopping.
  
• According to gold.org, sep’22, the online gold shopping market was dominated by traditional jewellers who had an online presence, offering a limited range of products. However, as the demand for online gold shopping increased, several new players entered the market, providing a wider range of products and services.
  
• Today, there are numerous online platforms that offer a variety of gold products such as coins, bars, jewellery, and more. These platforms also provide various features like live price tracking, customisation, and doorstep delivery, making it easier for customers to buy gold from the comfort of their homes.
  
• Another significant development in the online gold shopping market is the introduction of digital gold. Digital gold allows customers to buy, sell, and hold gold online without the need for physical delivery. This has made it easier for customers to invest in gold, as they can start with smaller amounts and avoid the hassle of storing physical gold.
  
• Furthermore, the Indian government’s push towards a cashless economy and the introduction of digital payment methods like UPI and e-wallets has further fuelled the growth of online gold shopping in India.
  
• Overall, the evolution of online gold shopping in India has been driven by the increasing adoption of e-commerce, the availability of a wider range of products and services, the introduction of digital gold, and the government’s push towards a cashless economy.

1 – Data shows, men’s jewelry is sold is purchased only by men as women just don’t buy jewelry as a gift for men.
2 – “Another prime opportunity,” the market researcher Pam Danziger, president of Unity Marketing,adds, “is to develop strategies to increase women’s spending on the jewelry that they buy themselves.”
Reference

• Browsing Jewelry
• Product Selection
• Adding to Cart & Checkout
• Account Management
• Payment & Shipping

• Returns & Customer Service
• Wish Lists & Favorites
• Search Functionality
• Mobile vs. Desktop Usage
• Feedback & Reviews

To synthesize all the information I had gathered from the user interviews and task analysis, I wrote my findings on sticky notes and created an affinity map. By identifying common patterns across my findings, I was able to uncover key insights which helped me understand who Aurumgemé’s users are and what they truly need.

Behaviors and Attitudes

Needs and Goals

Frustrations

We used this method for analyzing qualitative data that we got from interviews, task analysis, feaure and heuristic anlaysis. Here, we majorly looked for for patterns to derive themes, that can be used for further research and design thinking process,

To deeply understand users’ needs and goals, User Persona was a great tool to make all data really come alive for the project with the goal of giving my research a human face and narrative.

User journey maps were created as narrative document to illustrate the process of how users start and end their interactions while navigating through the Aurumgemé website. Due to time constraints, I was able to create a single, yet extensive, journey map. However, given more time in future projects, I would create such journey maps tailored to different personas.

I envision developing five distinct user journeys, each correlating to the five personas as outlined above.

After creating the user journey map, we considered outlining UX research and UX design-related solutions. This approach allows us to prioritize effectively and begin working on the designs that will enhance the user experience keeping the approach in mind to make it, user-centric and impactful.

Over ten wireframes were meticulously crafted, each showcasing distinct features and varying hierarchies on the screen. Below is just a snapshot of design works on Figma.

Once we were ready with the mid – high fidelity designed prototype, I was ready for the first round of user feedback and iteration. So I went on to carry out moderated usability testing with 10/15 participants, whom I interviewed earlier, based on availibility this time.

The below are the only responses we got with the new designs, that we showcased.

Affinity Mapping

There were not many observations, negetive feedbcaks this time. As many of their concern, issues where well taken in this design itself.

And hence, we moved ahead designing and developing the solution on a broader scale, including all the features and functionalities. Including proper UI guidelines, accessibility guidelines etc.

After the launch of our product, I conducted comprehensive post-launch research to evaluate its performance and user satisfaction. This involved gathering user feedback through general reviews, interviews and task andlysis to understand and compare how well the product met user needs and expectations. I also analyzed user behavior data to identify any pain points or areas for improvement.
By closely monitoring these insights, I was able to provide actionable recommendations for future iterations, ensuring a continuous enhancement of the user experience.

Research again 2.0

Step 1 – Recollected research data, findings and insghts from phase 1, with previous version of Aurumgeme’s website.
Step 2 – Started working on questions, tasks to be refines for phase – 2.0 of conducting UX Research. No major changes were done, except creating tasks around the new features in the wesbite.
Step 3 – Conducted interviews follwing the task analysis and realsed many positive feedback about our new launch.
Step 4 – Collected quantitative and telemetry data from the Aurumgeme’s team to analyse and compare new findings.
Step 5 – Reported the results with future recommendations and next phase activities (module wise) to the Aurumgeme team.

The research finidngs are as below –

Objective: To evaluate the effectiveness of implemented UX design solutions and features in improving the user experience on the Tanishq jewelry brand’s website.

Outcome

User Feedback (Post-Interviews + Task Analysis)

Future feature Recommendations

• There are many great ideas, always select the one that will add the most value to your product and your user.
• Each step facilitates the next — trust the process.
• Test Test Test – I learned to take on feedback and being empowered by the comments and thoughts people have has been eye-opening. I have found myself being able to develop the product to a much higher level.

– I would be looking at the data from the initial days and months to see if we met our criteria for success.

– Regular testing to keep improving and perfecting the UX and UI of the app.

– Research every 5-6 months to stay aware of new user needs and behaviors, to look for new ways to innovate.