BORN was asked by the Titan Company - one of the largest retailers in India housing the most renowned brands in the accessories marketplace extending into Watches, Jewellery, Eyewear, bags, belts, wallets, fragrances etc. - to support them while they were undergoing a transition from their current Digital & E-Commerce landscape to a more advanced stage.
They wanted to set up e-commerce enabled brand websites and a central destination for all the brands under titan.co.in.
The primary purpose of the brand site would be to help users to explore and narrow down a purchase intent - most likely those looking for a specific brand. The purchase could then either happen online or the user could be directed to a nearest store for conversion. The business objectives were brand awareness, e-commerce conversion and digital influence.
MY role
As the sole UX consultant on this project, I was sent to India for 2 weeks with the Creative Director in order to immerse with the culture, understand the audience's habits and ways of shopping but also to meet the client and run a series of workshop that would enable the team to truly deliver an experience that fits the business requirements but also respond to the needs of an audience that is slightly different from the one we are used to design for.
To this avail, I met and interviewed some Titan customers to understand their expectations but also the differences between the several brands that Titan own. This was coupled with some desk research to get a better understanding of the competition and the market as a whole.
The findings were then compiled into a set of UX strategy decks for each of the brands that were presented to the client and contained the personas, the customer journeys, the information architecture, the template inventory, but also the mission statement and principles we would follow throughout the course of the project.
Following the exploration phase, I went on and created the base templates that would support this project which I then passed on to more junior UX designers to create the bespoke templates necessary for each brands.
I kept a close eye on this project to ensure the other UXers, visual designers and developers were following our UX principles and the project requirements.
I kept a close eye on this project to ensure the other UXers, visual designers and developers were following our UX principles and the project requirements.
Detailed tasks
♦ Visit Titan stores and interview customers to better understand the cultural and business differences.
♦ Run a series of workshops to immerse into the client's needs and goals, gather their high-level requirements and start discussing potential creative directions.
♦ Refine our understanding of the customer, the competitors and the industry as a whole to build the journey that would support the experience.
♦ Build the site information architecture along with the template inventory to map the effort required.
♦ Present the research findings along with our UX strategy to the client to validate the approach.
♦ Create a set of interactive wireframes in order to validate the new experience.
♦ Gather client feedback and amend wireframes, followed by the annotation of said wireframes.
♦ Work closely with Visual designers and Developers to ensure the quality of the final solution.
♦ Review and QA the solution once built.
Examples of deliverables
Persona & Customer journey
Template inventory & Sitemap
