Onboarding project | iMithila handicrafts and handloom Pvt ltd

Onboarding Process

iMithila’s customer can reach the website in the following ways:

Organic/Paid Search Intent : Searching on Google, gogle maps, google shops - Customer does an intent based search and finds out about iMithila. S/he then checks out the website, scrolls through the home page. Meanwhile a Pop Up appears for signing up for the new arrival/content newsletter there. On boarding can happen here. If not, for any downloadable file for the painting/content, another sign up page appears for the customer to stay connected and get great content about the art form, the social impact it creates etc as a newsletter. Another nudge could be, earn 500 iMithila coins on signup.
Instagram/Facebook Ads

WhatsApp Image 2024-06-15 at 15.38.30.jpeg

Here, the customer clicks on the Ad and reaches the landing page on the website which says get an exclusive flat 30%, signup now or Buy now.

There is another option which directs the customer to the Brand's whatsapp number. Here, there is an automated message asking for the product/options she is looking for.

Here another automated message can be sent with the options of checking a few hero products which will take the customer to the website. There could be different landing pages for different products. At this point, one landing page could be flat 30% off, signup now. Another could be, earn redeemable 500 iMithila coins, sign up now.

Also, a picture/link highlighting the importance of the art form, the story behind the brand. At this step ask the customer if s/he wants to know more and a sign up for more content.

Retained ICPs

Ideal Customer profile	ICP 1	ICP 2	ICP 3	ICP 4	ICP5
ICP Name	Vidya	Thaila	Arushi/Chirag	Jayshree	Ritu
Age	35-50 years	60-70 years	25-45 years	25- 35 years	35-50 years
Shopping Goals	Get Authentic Handpainted formal sarees	Supporting authentic art form from trusted brand. Wants good quality fabric at reasonable price for a handpainted saree	Buy gifts with social impact value for friends and family	Unique dress for office wear	Buy designer saree for special occasions
Income Levels	1.5-3lakhs per month	60k-80k	1-1.5 lakhs	40k-60k per month	1.5- 3 lakhs per month
Gender	Female	Female	Male/Female Both	Female	Female
Location	Tier 1 City like Mumbai, Delhi, Bengluru	Tier 1 cities like Chennai which are very culture driven	Metro-Tier 1 cities in India like Mumbai, Delhi or Living abroad	Tier 2,3,4 Orissa	Tier 1 City like Bengaluru
Companies	Chartered Accountant/Bureaucrat	Retired professor	Private Sector, PwC, Microsoft etc	Traditional sector companies- banking, PSUs	Housewife
Marital Status	Married	Unmarried/Married	Unmarried/Married	Both married and unmarried	Married with Kids
How do they spend their weekdays	Office	With friends/cooking/reading/watching news	At work, watching News	1. At work 2. Traveling to work 3. Dinner at home with family/husband	Spending time with friends, cooking, watching TV
How do they spend their weekends	1. Spend time with family at home 2. Social/community gathering	Shopping/reading/spending time with friends	Reading, Spending Time with Friends, watching Sitcom on OTT	1. Watching TV/OTT at home 2. Going out with family for dinner/fun	1. Spend time with family at home 2. Social/community gathering
Apps they spends most of their time on	1. YT, FB- social media 2. Messaging apps- whatsapp	Whatsapp, instagram	Instagram, Whatsapp, Linkedin, Financial apps - Groww, Stable money,zerodha	1. Social Media- IG, Facebook 2. Messaging- whatsapp 3. OTT apps- Jio Cinema, Hotstar 4. Financial	1. Shopping apps like Ajio, Myntra 2. Whatsapp
What do they spend most on	Formal Wear, Makeup, Phone, Watches	Shopping for clothes, makeup, jewellary	Food, Going out with friends	personal expenses- rent, savings. Likes spending on her office wear	Shopping for clothes, makeup, jewelry
Most used features on the website	New arrivals,add to cart, cart, discount	New arrivals	Search, Browse, add to cart, discount	Search and browse	New arrivals, browse, add to cart
Frequency of feature usage	Once every 3 months	on new arrival	Need based	New arrival	Once every 3 months
Willingness to pay	Both Capacity and willingness to pay	Willingness is moderate, she wants to have the best quality product at best discounts	buying capacity is there but does not want to spend that much. Has a set budget for gifting, does not want to exceed that	Moderate buying capacity but wants to spend on office wear clothing
Problem Statement	I don’t get the most authentic handpainted work wear online easily which are classy and different looking formal sarees making me look presentable and out of the crowd at work place	I dont get authentic handpainted sarees from the right source working directly with the artisans. I look out for brands selling handpainted products but they lack reliability and are expensive. I want to help the brand with their social impact also	I want to buy unique gift without going to a physical store. Don’t have time to go through a lot of websites everytime to browse to make a choice	I want unique kurtis and dupattas for office but not very expensive	For special occasions, I want to buy very different pieces of sarees.
Time Vs Money spending on the platform	Money	Money	Money	Money	Money
How did they reach you	Google	Facebook	Friends and Family	Instagram	Ajio Shopping App

Jobs to be Done

Goal Priority	Tags	Vidya	Thaila	Chirag	Jayshree	Ritu
Primary	Functional	To get a unique formal wear saree, Primary	To buy a handpainted saree since I only wear sarees Secondary	buy a gift, primary	Buy a formal wear, primary	Buy a saree for special occasion
Secondary	Personal
Secondary	Financial			Expensive Looking in the set budget, secondary
Secondary	Social		To buy a handpainted saree from the source to support the artisans, Primary			get praised by people, primary

Onboarding Teardown

Onboarding - iMithila.pdf

Hypothesis

In my hypothesis, for the activation metrics for iMithila- Madhubani eStore, first thing should be the focus on early engagement. Once the user signs up on the website, the aim should be nudging the customers make a purchase.

Hypothesis 1: Browsing the products and adding to cart within first 3 days of profile creation

Activation Metric: X% of new users adding products to cart within 3 days of signing up

Reasoning: If X% of new users add products to cart in 3 days, they showed buying intent, browsed through the products and shortlisted a few which were added to the cart. Now with the personalized emails with limited time discount offers and ask the customer to complete purchase, the user is likely to experience an AHA moment here. It also shows that the customer wants to buy the products and wants to make a purchase

Hypothesis 2: Visiting the cart to make a purchase within 2 days of add to cart

Activation Metric: X% of users who have already added products to cart making a purchase in 2 days of adding products to cart.

Reasoning: After adding the products to cart and getting regular cart waiting messages and mails with offers and discounts, if the customer is making a purchase in 2 days, it could be considered as an activation metric since after that time customer will probably forget about the website

Hypothesis 3: Signed up users getting a fortnightly newsletter. This could be a content based newsletter where the user gets information on the Brand, the importance of the Art Form, the social impact the brand is creating etc or a Product Newsletter or mails/messages on birthdays or special occasions. S/he opens the newsletter, clicks on the link for the product, lands at the website page and adds the product to cart or sends a product enquiry on whatsapp directly

Activation Metric: X% of customers click on the product link and reach the business whatsapp page for enquiries. The reason here being, customer is interested in the product but needs more details before going to the website and making the purchase. Now since the entire whatsapp conversation is personalized and the user is getting all the queries resolved, they are more likely to make a purchase and getting activated. Here there could be a brand communication regarding the social impact and importance of the art form, creating an AHA moment, for the customer will feel the value the purchase is making to create a direct impact on the artisans and weavers.

Metrics to Track

90-120 days retention. If the customer is making a purchase again after 3 months, since the products we have are not run of the mill and daily usage, it makes more sense to check for the repeat purchases in 120 days
Second should be the retention rate, how many customers have been there after getting activated after 3 months since it is not a regular usage product
Upselling and Cross selling to the existing customers. Revenue growth from other products to the existing customers
Product Reviews by existing customers, the picture they share with the product, on what occasion they wore, how happy they were while using the product or any feedback they have. The product reviews help in understanding what is working well or not working for the customers and working around that
Customer engagement with the Brand: What the customers are talking about the brand, if the brand is having a top of the mind recall when the customer has that specific need. If the existing customer is going to the brand for making the purchase or it goes somewhere else to make the purchase.