Company: Jugnoo
Medium: Digital
Tools used: Sketch app, Paper prototyping
Role: UI/UX designer
Team: Chinmay Agarwal, Isha Goyal
Jugnoo is a hyperlocal e-commerce application which combines Uber, Zomato, and Grofers ( An app that lets the user order from stores nearby his/her location). With such an elaborate structure, a user can easily get overwhelmed and lose context, which ultimately leads to fewer conversions. Our Autorickshaw booking service was performing better in comparison with the other two offerings. We wanted to enhance the experience of online food and grocery ordering.
I worked with the co-founder of Jugnoo to help solve this problem and was mainly responsible for experience and visual design.
IDENTIFYING THE PROBLEM
With the help of data analysis, we found that after performing a search users abandoned the application. It was apparent that the search was not giving them appropriate results. Search becomes essential when a user knows exactly what he/she is looking for but in Jugnoo the maximum one could get was a list of nearby stores which either offered something similar or the keyword matched their names and other suggestions based on the search
ANALYSIS OF OTHER E-COMMERCE PLATFORM
It was important to understand that Jugnoo does business on two different levels one, directly with customers and second, with other merchants. On a high level, Jugnoo provided a platform for other merchants to sell their products and at the same time, Jugnoo acted as a merchant itself. With constraints of the existing business model and design, I had to come up with a solution that would give equal visibility to all the merchants.
To improvise the search I began with the analysis of other e-commerce platforms like Amazon and Flipkart which sell a wide variety of products to understand how search can be optimized.
THE SOLUTION
To make our search user-friendly it was necessary that it should be remodeled as per the modern day search methodologies. The separation of items and store results was essential as each store has its own catalog and different stores can have either entirely different catalogs or overlapping catalogs. While the items covered all the use cases of different and overlapping catalogs, searching for a store meant user knew from which merchant he had to order. This project helped me gain more insights about user experience and I learned how small improvements can make a large difference
Isha Goyal 