What is Jio?
Jio Digital Services is one of the 92 Subsidiaries of the company - Reliance. Reliance is India's Biggest Conglomerate with $150 Billion Market Cap. JioMoney is one of many apps under Jio. JioAuction is an eCommerce platform using JioMoney as a Payment service.
Jio Apps
JioAuction Project Brief
Design Auction Platform for Customers and Merchants to empower local market that has been taken over by e-commerce, promoting JioMoney (with 10+ Million users) as a payment gateway and products backed up by Reliance's warranty.
Team
A team of 10 people including
• 4 Engineers,
• Product Managers,
• 2 Visual Designers,
• UX Designer,
• Data Scientist and
• CEO as the Product Owner.
My Role
I was the UX Designer and the Visual Designer on the team.
I also collaborated with the Business Partners and the Engineering team.
Design Process
DESIGN PHASE 1
User Research | Discover
Where to Launch Pilot Product?
We researched on which cities to have the pilot launch and why.
INSIGHTS
• Metropolitan cities in India
• Delhi, Mumbai, Bangalore
• Most populated
Largest online Consumer Categories in India
• Phones
• Computer
• Watches
• Cameras
• Accessories
Leading Categories' Revenue from Online Market
INSIGHT
Mobiles, Tablets, Accessories, Computers, Cameras, Electronics and Appliances hold the biggest Online market share leading us towards our Pilot Categories:
User Interview/Survey Responses
INSIGHTS
• Features users would like to have
• Demographics of users
• Design complexity level according to the age group
DESIGN PHASE 2
Scope of Problem Statement
DESIGN PHASE 3
Ideate
Brainstorming with Engineering Stakeholders
INSIGHTS
Understanding how meta data is flowing between the Customer App and the Merchant App from the front-end and back-end perspective.
User Flow
Concept Proposal to Business Partners, Board Members and Executives
INSIGHT
• Gathered insights on how JioAuction will integrate with an External eCommerce app, using scraping text feature.
• Built an understanding of the Customer- Merchant app Ecosystem.
• Aligned Business needs with Business needs.
DESIGN PHASE 4
User Experience / Interaction Design
Visual Designs
JioAuction Prototype
DESIGN PHASE 4
Testing
After designing the Pilot version of the app, we were ready to set our Testing Goals. We used Goals, Signals and Metrics to measure Customer and Merchant app's success using Google's HEART Framework. The framework helps a company evaluate any aspect of its user experience according to five user-centered metrics.
INSIGHTS
• Used multiple User Testing frameworks to get detailed users' feedback.
• Feature like "Deals of the day"
• eCommerce Price comparison with Recent Bid price.
FEEDBACK
Out of many suggestions that user's mentioned, the most important one was to have a similar app for Ordering Grocery from nearby merchants.
Project Insights
• JioAuction Auction was a disruptive idea, to empower the retail market in India where they were struggling to survive in the new e-commerce world.
• The team tested an alpha version with a small set of users. We gathered the insights on how to make it a better product and gained new innovative ideas.
• The future idea was to integrate the app within MyJio App (331+ Million users) for customers which is the one-stop platform for all the Jio Apps for Customers, bringing access to a large population of India.
Insight
• Achieved goal to provide business to electronic retail stores.
• Customers benefited with best deals offered and Reliance's insurance on products.
• They trusted the merchants. If the product didn’t work, they could drive and return the product.
Challenges
• Demotivated merchants as they were getting outbid by other merchants.
• Competing with steep low prices of eCommerce electronics left no profits
• Not many merchants operated their phones in English, hence a need to design for multiple local languages
• Another challenge during this project was the scope. Reliance (Jio) has physical devices to manage Merchant's inventory by scanning the barcodes, by the end we had to figure out a way to integrate with Reliance Jio's mPoS (mobile point-of sale) devices.
Conclusion
The innovation team pivoted, catering towards grocery services, which had bigger profit margins for the merchants. Also the Reliance's POS devices came handy for inventory management for grocery staff.
View more projects
© 2022 Sadhvi Sharma. All Rights Reserved.