Improve Engagement Beyond Core Categories
Milkbasket, India’s first micro-delivery services for daily essentials was built on the idea of early morning doodhwalas who would be delivering milk door to door. Our mission evolved to “Help users get groceries and daily essentials on time”. One after another we launched many value propositions and features to follow our mission.
I was part of one such ambitious project, “Improve Engagement Beyond Core Categories”.
*To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of Milkbasket.
Product expansion
eleven categories live on the platform
Milk
Fresh
Breakfast
Dairy Goodness
Cooking delight
Snacks
BEVERAGHES
PACKAGED FOOD
PERSONAL CARE
HOME ESSENTIALS
BABY CARE
WELLNESS & HEALTH
The challenge
engagement of non core categories
Our goal for the project was to increase user’s engagement with non core categories, other than Fresh, Milk, Dairy Products. We’d launch so many product categories and provided users with lots of items on our platform to help them get all their daily needs at one place. But the experience for this expansion was never been looked up to. As a result users were not engaging much with other categories and hence the sales were very less.
27.8%
₹7.02Cr
20.5%
₹5.16Cr
15.6%
₹3.93Cr
0.5%
₹21L
7.5%
₹1.89Cr
6.1%
₹1.53Cr
4.4%
₹1.11Cr
4.3%
₹1.08Cr
4.3%
₹1.08Cr
2.5%
₹63L
2%
₹51L
1.5%
₹39L
1.4%
₹36L
1.3%
₹33L
Fresh
Milk
Breakfast
Cooking Delight
Dairy & Goodness
Snacks
Beverages
Cleaning Essentials
Packaged Food
Personal Care
Home Essentals
Baby Care
Wellness & Health
Frozen
Core Categories
Monthly Revenue: ₹16.11 Cr
Contribution: 63.9%
Non - Core Categories
Monthly Revenue: ₹9.1 Cr
Contribution: 36.1%
Monthly sales distribution for all categories
Our high level goals for Improving Non Core Categories Engagement were:
Explore why people are not engaging with non core categories?
Opportunity areas and how we can improve the engagement with non core categories
My Role
I led design of the home page redesign experience with one more designers, between Aug, 2023 and Dec, 2023. In addition, I worked alongside One Business Analyst and Product Manager .
Himesh Singh (Lead Product Designer) was my mentor on this project.
We launched this design for 5% of the users in Mar, 2024.
kick off
PICKING UP THE PIECES
At the outset of the project we didn’t have the clear idea about the problems, challenges users are facing, why they are not buying from other categories. Without pre-existing insights, we started analysing the data of the current behaviour.
Quantitative Analysis
We started by analysing major journies through which users buy items on our platfrom
By Searching products
By Browsing on categories
Through different campaigns, sales, offers
By cross selling at different touch points (Recommendations, )
By Searching Products
Search Product
Search Result Page
Explore Products on SRP
Add Product to the Basket
Product Detail Page
By Browsing Categories
Browse the categories
Category Listing Page
Explore Products on CLP
Add Product to the Basket
Product Detail Page
By Exploring Campaigns
Browse the Campaigns
Campaign Page
Explore Categories Products on CP
Add Product to the Basket
Product Detail Page
By Cross selling
User exploring products
Cross linking through recommendation
Lands on CLP/PDP
Add Product to the Basket
Product Detail Page
How the funnel looks like?
Searched
Landed on SRP
Add to Basket
1,17,560
1,41,639
86,400
₹36.28L
83%
61%
Core Categories Funnels: Search
Searched
Landed on SRP
Add to Basket
53,026
85,526
₹14.11L
25,658
62%
33%
Non-Core Categories Funnels: Search
Search Funnel (Average Daily Between 1st - 30th Nov, 2023)
Clicks on sub category
Category Listing Page
Add to Basket
48,977
17,142
48,902
99.8%
36%
Core Categories Funnels: Category Flow
Clicks on sub category
Category Listing Page
Add to Basket
36,362
36,321
8,727
99.9%
24%
Non Core Categories Funnels: Category Flow
Category Funnel (Average Daily between 1st-30th Nov, 23)
Quantitative Analysis for major 2 journies.
We’d few top level hypothesis after seeing this:
Less people are searching for non core categories.
People are engaging relatively less with non core categories and this is happening at each stage.
It could be because of lack of visibility for the categories, or they don’t buy it online, or they buy it from some other platform?
Number of people landed on SRP for non core is less. Are they not getting results or flows are breaking?
But conversion after landing on CLP and SRP, is less for non core. It leads to certain questions, are they not getting expected results? or We don’t have products they looking for?
Usability issues are becoming blocker?
To validate all these hypothesis and deep dive more into it, we conducted 6 interviews.
QuaLITATIVE Analysis
To understand the complete context, users challenges and their behaviour we conducted 12 user interviews. Goal was to understand why they buy and don’t buy certain items .
Users Profiling:
Milkbasket Users: L+30 days
Number of orders per month: >10
Average Order Value: ₹100
Order from non core categories: 0
Major insights from user research
Lack of Category Awareness:
Users have limited awareness of Milkbasket's diverse product offerings across different categories.
The platform's focus on milk delivery has led to the misconception that Milkbasket primarily offers dairy products, overlooking other available categories.
Pricing Concerns:
Users express concerns about pricing, noting that prices for certain items on Milkbasket are perceived to be higher compared to other platforms.
Price discrepancies, such as higher costs for popular brands like Ashirwad, contribute to user apprehension and reluctance to purchase from the platform.
Perception of Milkbasket Brand:
Users perceive Milkbasket as predominantly focused on milk and dairy products due to its brand name and initial positioning.
Lack of promotion and education about other categories contributes to the narrow perception of the brand's offerings.
Limited Inventory Availability:
Users report encountering challenges with product availability and selection, citing a perceived lack of options across various categories.
The current product catalogue of 2000 items, while extensive, may not adequately meet user expectations for variety and choice.
Delivery Experience:
Users are valuing the convenience of quick e-commerce who are delivering in 10 minutes.
Discovery and Usability
Users find the process of discovering new products and exploring different categories challenging, indicating opportunities to improve platform navigation and search functionality.
Enhancements to the user interface, such as intuitive category filters and personalized recommendations, can facilitate easier product discovery and enhance overall usability.
Opportunities to improve non-core categories engagement
Education about the categories
Discovery of categories/products
Pricing perception of the products
Inventory Availability
Solving for urgency
Initiatives for category adoption
SCOPE DISCUSSION
we finalised the scope
Category
Education
Pricing perception
Inventory scaling
category adoption
AUG,23
SEP,23
OCT,23
NOV,23
DEC, 22
Phase 1
Phase 2
Scope to be decide
Scope to be decide
Wireframes freezing
Delivery of final Visuals
First phase of Pricing Education
Shared Top Level Design Timelines for prioritisation
INTRODUCING New Experience
In an age where everything is demanding your time, MIlkbasket gives your time back by making what you actually need at your finger tips, all at one place. Milkbasket makes sensible decisions for your consumption and actions — informing you in ways that are understandable and actionable.
Category spotlight
personalised category section on the top
We implemented a category spotlight feature on our ecommerce app to enhance category visibility. This addition showcases selected categories, driving user engagement and sales. Elevate your shopping experience with our dynamic platform. Explore diverse product offerings effortlessly.
Category Spotlight
9:41
Search for fruits, milk, aata
Snacks
Breakfast
Milk
Fresh
Order Now
Upto 70% OFF
on Cooking Delight
Order Now
Offer Price ₹800
₹840
MRP
Priya Refined Sunflower Oil Pouch - 1 ltr
The Milky Way
Order Now
Get up to 50% off
on milk products.
THE EVERYDAY
CALCIUM YOU NEED
Home
Categories
Basket
Wallet
More
1
9:41
Search for fruits, milk, aata
Toys &
Games
Kitchen &
Dining
Personal
Care
Cleaning
Essentials
Home
Essentials
Baby Care
Hamleys Store
Order Now
Upto 70% OFF
on Cooking Delight
Order Now
Offer Price ₹800
₹840
MRP
Priya Refined Sunflower Oil Pouch - 1 ltr
The Milky Way
Order Now
Get up to 50% off
on milk products.
THE EVERYDAY
CALCIUM YOU NEED
Home
Categories
Basket
Wallet
More
1
Find Your Favourites
Frozen
Wellness &
Health
Snacks
Breakfast
Milk
Dairy
Goodness
Packaged
Food
Cooking
Delight
Beverages
Fresh
Toys &
Games
Personal
Care
Cleaning
Essentials
Home
Essentials
Wellness &
Health
Baby Care
Hamleys Store
Frozen
9:41
Search for fruits, milk, aata
Find Your Favourites
Toys &
Games
Kitchen &
Dining
Personal
Care
Cleaning
Essentials
Home
Essentials
Baby Care
Hamleys Store
Frozen
Wellness &
Health
Snacks
Breakfast
Milk
Dairy
Goodness
Packaged
Food
Cooking
Delight
Beverages
Fresh
Order Now
Upto 70% OFF
on Cooking Delight
Order Now
Offer Price ₹800
₹840
MRP
Priya Refined Sunflower Oil Pouch - 1 ltr
The Milky Way
Order Now
Get up to 50% off
on milk products.
THE EVERYDAY
CALCIUM YOU NEED
Home
Categories
Basket
Wallet
More
1
Explore All Categories
Order Now
Upto 70% OFF
on Cooking Delight
Order Now
Offer Price ₹800
₹840
MRP
Priya Refined Sunflower Oil Pouch - 1 ltr
The Milky Way
Order Now
Get up to 50% off
on milk products.
THE EVERYDAY
CALCIUM YOU NEED
Find Your Favourites
Frozen
Wellness &
Health
Snacks
Breakfast
Milk
Dairy
Goodness
Packaged
Food
Cooking
Delight
Beverages
Fresh
Toys &
Games
Personal
Care
Cleaning
Essentials
Home
Essentials
Wellness &
Health
Baby Care
Hamleys Store
Frozen
9:41
Search for fruits, milk, aata
Home
Categories
Basket
Wallet
More
1
Meaningful Category Names, Images
Milk
Personal Care
Dairy Goodness
Wellness & Health
In an effort to enhance the user experience, we have meticulously curated our category section. Each category now boasts precisely matched images, accurate nomenclature, and seamless product mapping. This thoughtful curation ensures that users can effortlessly navigate and locate the products they seek, fostering a more intuitive and satisfying browsing experience.
Milk
Breakfast
Packaged
Food
Cooking
Delight
Snacks
Home
Essentials
Personal
Care
Beverages
Fresh
Dairy
Goodness
Wellness &
Health
Cleaning
Essentials
Frozen
Baby Care
Toys &
Games
Search Interaction
Bolder dynamic Personalised search bar
We transformed our search bar into an interactive tool, educating users about product categories through animated visuals. This personalized touch enhances engagement, making navigation intuitive and informative.
Search 5000+ products
Search Snacks, Electronics items
Search Aata, Dal
Search Bar
BOTTOM NAVIGATION
EASY NAVIGATION ON YOUR FINGER TIPS
We enhanced user experience by introducing bottom navigation in our ecommerce app, boosting category visibility. This intuitive feature allows seamless navigation between sections, improving accessibility and driving sales.
Bottom Navigation
Home
Calendar
Offers
More
Categories
Home
Offers
Help
Wallet
Categories
Home
Orders
Wallet
More
Categories
Different options for bottom navigation
CLP INITIATIVES
Bolder dynamic Personalised search bar
We transformed our search bar into an interactive tool, educating users about product categories through animated visuals. This personalized touch enhances engagement, making navigation intuitive and informative.
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9:41
Fruits
Vegetables
Exotic
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Organic
Flowers
Idli Dosa
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On orders above ₹200 from The Gro...
Flat ₹20 OFF
On orders above ₹200 from The Grooming
Offers Visibility
Variants Selection
Sub Categories Visibility
Product Images
Explore other categories
Search Visibility
Lowest price campaign
VOICED our platform’s best deal
We implemented this feature as part of our pricing education efforts. It allows users to easily find and navigate to the lowest-priced products on our platform. This enhances accessibility and affordability for our customers, providing a seamless shopping experience.
Lowest Price Widget
The impact
positive results and much more to do
The redesign of the home page has had a positive impact on the users experience. However, exploration of all the categories has not been significantly increased which means users are not engaging with every segment of products. I believe this to be a behavior change that will reveal over a longer period of time.
Non-Core Category search increased by 85%
revenue through Non-Core category increased by 49%
Monthly Order Value Increased by 56%
Average category visits increased by 108%
*For confidentiality reasons I have omitted the actual values for these metrics.
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