Homepage Redesign
My Role
Lead Product Designer
– User Research
– Interface Design
– Rapid Prototyping
– Interaction Design
– Visual Design
Team
Abha Giri, SPM
Riveshu Trivedi, PM
Nishant Sidhu, PM
Akshay Jain, Principal FED
Sadhana Sharnagat, Lead FED
Deepak Gupta, FED
Chandan Mishra, FED
Vikas Tiwari, FED
Priyanshu Gupta, FED
Timeline
November 2023 – February 2024
[Launch – late April 2024]
HOMEPAGE. HOMEPAGE. HOMEPAGE. HOMEPAGE.
REDESIGN. REDESIGN. REDESIGN. REDESIGN.
Problem Statement Despite receiving approximately 2,50,000 daily visitors, Pepperfry’s homepage was not meeting its potential, suffering from low user engagement in key sections.
Initial Impressions Analysis pinpointed a disconnect between the site’s presentation and the preferences of the Indian consumer for budget-friendly and easily navigable shopping experience. This highlighted a need for a redesign focused on aligning with customer expectations and improving overall user experience.
Competitive Research Analysis
In the process of redesigning the Pepperfry homepage, a thorough competitive analysis of approximately 30 leading e-commerce websites was conducted. This research was pivotal in uncovering best practices in homepage design and user experience, particularly for the furniture and home decor sector. The findings from this analysis were instrumental in shaping the redesign strategy, ensuring that Pepperfry’s homepage not only meets but exceeds user expectations in the Indian market.
- Priority of Category Navigation
- Across the board, prime homepage real estate, immediately following the hero section, is devoted to ‘Shop by Category’ or ‘Furniture’, highlighting its importance in user navigation.
- Navigation Focus
- The initial segments of the homepage are largely dedicated to facilitating user navigation, suggesting a trend towards prioritizing ease of access to various site sections.
- Shop by Room/Style
- This feature is common and effectively broadens navigation options, allowing users to explore products based on room or style preferences.
- Financing Options
- The mention of financing options, such as EMIs, is a consistent feature, underscoring its value in decision-making for customers.
- Deals and Discounts
- Special offers and product highlights tend to be positioned lower on the homepage, indicating a strategic choice to draw users further into the site.
- In-store Experience
- Banners promoting in-store offers suggest an effort to integrate online and offline shopping experiences.
- Clearance Sales
- Sections dedicated to clearance or last-piece sales are prominent, catering to bargain hunters looking for significant discounts.
INTRODUCING INTRODUCING INTRODUCING INTRODUCING
Shop By Category
Meticulously designed to enhance user navigation, placing it strategically post-hero section for immediate visibility. Emphasizing intuitive access to Pepperfry’s vast array of furniture and decor, the section combines clear, concise text with vibrant imagery to guide users effortlessly. Organized based on popular demand and user behavior insights, it serves as a gateway to explore products by type, style, room, or trend, making the shopping journey efficient. This allows customers to browse furniture and decor curated specifically for different rooms simplifying the search process, helping them to quickly find items that fit the aesthetic and functional needs of each particular room.
Smart Shopping For Your Space
Introduced to cater varying user intents and budget constraints, this section offers a tailored browsing experience through its segmented tabs: ‘Bestsellers’, ‘Budget Friendly’, and ‘Deep Discounts’. Each tab is carefully curated, presenting selections that not only align with varying financial considerations but also guide customers towards making informed decisions. This innovative section ensures users can effortlessly navigate through options that match their specific needs, whether they’re seeking top-rated items, looking for cost-effective furnishings, or hunting for the most substantial deals, ultimately facilitating a more personalized and satisfying shopping journey.
Need Help Buying?
The “Need Help Buying?” section serves as a comprehensive guide to assist customers in their decision-making process. This interactive segment is carefully crafted to inform and educate through a series of buying guides, covering essentials from choosing the right sofa to selecting the perfect mattress, ensuring customers make well-informed purchases that suit their needs and preferences. For visitors seeking a more personalized touch, the last card, “Need More Help?” is their conduit to direct expert assistance. It opens an assisted buying widget that connects users with Pepperfry’s specialists via call, WhatsApp, or a simple contact share, elevating the customer service experience to new heights of convenience and personalization.
Deal Maange More [PROPOSED]
A clever play on the phrase “Dil Maange More,” captures the spirit of a marketplace that always offers a little extra. This section is envisioned as an interactive hub of enticing deals, encapsulating the thrill of finding great value in an engaging, material-style card layout. Building on the engaging appeal of the section, the interactive cards come alive with a ‘claimed’ progress bar upon hover, indicating how much of the deal has already been snapped up. This feature creates a sense of urgency, showing the deal’s popularity and limited availability, which encourages swift action from shoppers eager to seize the value before it runs out. This subtle gamification urges users to act fast and grab the deal, leveraging the fundamental principles of supply and demand to enhance the shopping journey. This sensory and interactive approach is proposed to create an addictive shopping experience that keeps users coming back for those unbeatable deals that Pepperfry is known for—because, just like the heart, the shopper always wants more.
Streamlining the path from Discovery to Purchase
[Watch Full Homepage Layout Video]
