HMW enable Indian short video users to shop apparels on the
Moj platform?
India's third largest digital ecosystem
is Moj shot-video application
Video commerce already
existed in the system
Launched with short video.
Designed by a different team
Redirects to Flipkart (in-app)
product information till payment
Back story
Strategy
The goal is to launch the Moj shop as soon as possible with Filpkart's product catalogues
Moj
The organisation has decided to build its commerce ecosystem with 160M MAU
Why Commerce?
A 30% CAGR growth potential was observed in video commerce
Genesis
To design the MVP of the complete commerce experience, I was asked to lead the project
Increasing user interaction with products
Design
intuitiveness
Video commerce is distinguished
Multi-product
view capability
OFFER visibility
CTR for
the quarter
8.6X
Product detailed experience
Product information should take up 80% of the screen to ensure it's part of the Moj app
Switching between products is easier
40%
Product selection
20%
Time spent on product
information screen
1%
GMV
Next steps to build the full fledge
Video and Live commerce on moj
To understand the space better we started with competitor study and key findings are
Influencer driven content feed
Category-based collections
Brand specific feed
Collections based Livestreams
Products discoverability, search, filters, save, landing page
Ease of content and product discoverability
A multi-level filtering system
Distinct section separation
Information architecture post research findings
Streaming commerce
Influencer driven content feed with Livestreams and upcoming streams.
01
Categories
Chosen based on user demographic of the platform.
03
Exclusive deals
Daily/weekly/monthly exclusive deals on Moj shop to engage users regularly
04
Video commerce
Using native consumption format to display apparels non-live.
02
My team proposed a Content-first approach for version 2
Selects
Content
Products
Rough understanding of
the layout at this stage
Pros
Aligns with current user behaviour
Provides validation of the approach
User consumption behaviour remains unchanged
Cons
Content cannot be viewed based on product or category liking
Our platform is geared to consume content first followed by product exploration,
so it's a safe bet.
Con: User cannot view the products independently
Feature Flow
Content-First Approach
Banner
Apparel Categories
Price Store
Short Videos
Live commerce
To convey daily offering
Selected based on demographic
Cost effective products attracts user purchase
Live Commerce
Short Video
Home Feed
Moj Shop Icon
Landing Page
Related Videos
& Live Streaming
Products Shown
Video Plays
Open
Content Consumption on the Platform
Short Video
80% DAU
Live Streaming
20% DAU
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20% DAU
Short Video
80% DAU
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Music title
Low-Fidelity
Landing Screens
E-Commerce Pattern
Importance to Live Commerce creating a
FOMO for user to watch
Provides various category availablity
Best current deals
Seasonal + Collection based offers
Short Videos scroll
Familiar experience for users to explore
Aligns with moj experience
Increases vertical scroll
Moving to top after few scroll is a concern
One Page Experience
Banner
Prior importance to the daily
offerings and discount
Category as Global Filter
Both content type falls under categories.
Ease of filter and viewing
Sticky Sort
Sorting and Results
shown side by side.
No redirection
Scrollable videos
All information shown in one fold
Most liked experience by all stakeholders
But not an in-app behaviour of moj
Adapting new app experience could have repercussions
Avg it takes 8+ seconds to load Moj shop
Industry standard ~2.5sec
Irrelevant products were tagged
Preview -> Content
Takes 2sec to load product images
Blurry images
Price, Discount & Availability mismatch
Loss of trust
Same short videos repeatedly shown in the feed daily
No variety of videos
Apparel category names were unclear
Need better viewability
of product images
Viewability issue
Few more unknown errors popped up
L2 navigation wasnt necessary
Quick usability test conducted to understand the 90% bounce rate
Dev team has been fixing the technical issues
to improve the performance to reduce
the bounce rate
Apparel categories were reduced from 23 to 7
All Categories
Women EthnicCore
Women Ethnic Contemporary
Women Western Growth
Women WesternCore
Fashion Jewellery
Mens Casual wear
Kid Clothing
Mens Clothing - Formal Smartwear
MensEthnic
Makeup
Mens Sports Footwear
Women Fashion Footwear
Women Sports Footwear
EyeWear
Mens Clothing Essentials
WalletBelt
Bags
Mens Clothing Jeans
Mens Open Footwear
Luggage And Accessories
Mens Winterwear
Mens CnF Footwear
Watch
Narrowed Categories
Women Ethic
Men Apparel
Women Western
Makeup
Jewellery
Accessories
Kids
Final Categories
Kurti, Suit & more
Men
Western wear
Beauty
Jewellery
Accessories
Kids
Renamed a few to increase familiarity among users
2X
Increased in category open
Thumbnail & Guidelines created
To increase curiosity and engagement among users
Thumbnail Templates
30
In parallel version 2 of the landing page designed, based on
usability test findings
Live Stream Thumbnail
LIVE
@handlename
Upto 50% Off
| Accessories
127145
14
₹299
₹1199
₹299
₹1199
Sold
Out
Layout changed to create
visible relation between
thumbnail and products
LIVE
127145
@handlename
Starting ₹99
Buy Now
Increase in size of
products for better
visibility and proximity
Prices are not shown until the discrepancy is fixed
Tags introduced for
better context
Starting ₹99
Up To 10% OFF
Either one will be shown
Less Visibility
Short Video thumbnail
21k
4
₹1299
₹1499
₹1299
₹1499
Sold
Out
To maintain consistency
short video thumbnail
were updated
Starting
₹99
70%
Up To
Off
Tags with a different
visual approach
Women’s westernwear
70%
Up To
Off
11k
Category name
introduced
MVP
50%
Reduced
Bounced rate
Version 2 Layout
Shop Deals on LIVE
See All
LIVE
@handlename
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Buy Now
LIVE
@handlename
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Buy Now
Categories
Kurti, Suit
Men
Westernwear
Beauty
Jewellery
Accessories
Kids
Shop Trending Fashion
Women’s westernwear
13k
Upto
40%
Off
Buy Now
Hot Deals 🔥
₹699
₹999
₹699
₹999
30% Off
₹699
₹999
Kurti, Saree, Indian western w...
12k
Starting
₹999
Buy Now
Women’s westernwear, kurti +2
Starting
₹99
00.00k
Buy Now
Moj Shop
Assured
Cash On Delivery
Easy Returns
New Section
Product first approach
24%
DAU interaction
3X
LIVE commerce
+
Product interaction
Credibility
Menu addition
4%
Product CTR
thumbnail
=
Neutral GMV
No significant gains in revenue
The cost versus return on investment for commerce on MOJ was not compelling, and it was shut down after six months. Finances will determine whether it is feasible to restart it in the future.
Thank You!