🛍️ Onboarding project | Myntra

🛍️

Onboarding project | Myntra

Myntra started in 2007 as a platform to sell Personalised Gift Items.

In may 2014, Myntra was gained by the Indian Top E-commerce platform Flipkart in a deal of 240 Million Dollars.

Today, Myntra is one of the biggest and largest fashion e-commerce store in India.

Myntra has announced that it turned operationally profitable in the last two quarters of the calendar year 2023.

As per the startup intelligence platform TheKredible, Myntra recorded 25% growth in scale to Rs 4,375 crore during FY23 as compared to Rs 3,501 crore in FY22. However, the company’s losses went up 31% to Rs 782.4 crore in FY23 against Rs 597.6 crore in FY22.

In 2023, Myntra claimed a 33% surge in its monthly average users, reaching approximately 60 million, up from around 45 million in 2021.

Core Value Proposition

🏆 India’s No.1 Online Fashion Shopping Destinations.

🛍️ Serving customers from the largest collections of fashion and lifestyle brands.

🚚 Equipping them with the convenience of doorstep delivery without stepping out of their home.

👀 Real-Time tracking of orders.

🤑 Super-fast delivery, 100% authentic products, and multiple payment options (Cash on Delivery and EMI facility)

👏 Easy exchanges and hassle-free returns.

💸 Attractive discounts and the best deals available on the best of brands.

Meet TANYA 👧🏽

A Corporate Bee - ICP 1

Tanya is an active user of social media and OTT apps. She also uses Uber/Ola for commute and Swiggy, Zepto and Blinkit for Grocery Delivery.

She uses apps like Instagram, Youtube, Hotstar, Netflix, Spotify as her hobbies include watching series, listening to music, scrolling IG reels and explore different cafés.

Tanya uses Nykaa for buying beauty products.

She uses a lot of shopping apps like Myntra, Ajio, Urbanic and Mulmul.

Tanya prefers ordering most of the products from Myntra because she gets variety of options, multiple size options, unique & trendy styles.

She loves to wear something different whenever she goes out with friends/family.

She loves using Myntra app as there are tons of filter and the app is easy.

Most of the times, Tanya pays through UPI and Credit card.

She usually spends ~8000-9000/- per month on online shopping majority of which goes to Myntra.

Problem Statement for Tanya :

Tanya needs unique and versatile styles in her wardrobe.
She wants to buy after looking at variety.
She is not happy with the options available in the common markets and malls.
She does not have time to shop offline.
She also looks for easy returns and exchange processes but also prefers quality products.
She has never used Myntra’s loyalty program and have no idea about points.

JTBD for Tanya :

(Primary)

Functional Goal- Tanya can find multiple style options and the latest trendy outfits, at home delivered easily.

(Secondary)

Social Goal- Tanya can brag and look different from the crowd and wear the most unique styles, which people are not commonly buying.

Financial Goal- Tanya can get the pricing and attractive discounts she wants, which enables her to buy multiple times and keep her wardrobe new and unique.

Personal Goal- Tanya wants to look good and feel amazing.

Meet Arpit 👦🏽

A Marketer - ICP 2

Arpit is 26, a working professional. He works as a marketer for a startup and resides with his friends in an apartment in Bangalore. He uses IG, Reddit, X and Youtube.Arpit likes to keep his portfolio updated so he is also very active on LinedIn.

He uses Zomato and Swiggy for food delivery and sometimes likes to cook his own meals.He has a car and pools it to commute. He loves long drives.

He is also a member of Cult Fitness and focuses on his health.Arpit doesn’t really shop a lot but whenever he does, he likes to buy Jeans.jackets, etc offline and prefers buying Shirt, Tees, Night suits, shorts etc. online.

Arpit looks for great deals and discounts all the time and doesn’t buy without prior planning. He believes that online pricing is better and he can get good deals.

Arpit uses Myntra to buy the apparel section and electronic items.

He does not like to spend a lot on clothing but is sometimes ready to pay a premium on trusted/good brands. He spends around 4000-4500/- per month on online shopping.

Majority of his online shopping money goes to Myntra and Amazon. He usually pays through Credit card.

Problem Statement for Arpit :

Arpit continuously looks for Sale events to get discounts.
Arpit find it too confusing to navigate the brands on Myntra as the ads sometimes overpower the good and premium brand deals.
Arpit likes to wear cool clothing but comfortable fashion is required.

JTBD for Arpit:

(Primary)

Functional Goal : To get good options at good prices.

(Secondary)

Personal Goal : To feel comfortable and look good.

Financial Goal- Discounts are like a cherry on the cake, Arpit is happy to save some money from everyday transactions.

Social Goal : Arpit likes to look good among his friends.

Validating the JTBDs :

ICP 1 (Tanya): The user call brought out the core problems that Tanya was facing and how Myntra was helping solve them. Tanya was able to buy new clothes regularly as she was getting great prices, Latest options, and the convenience of deliveries with easy return and exchange options on Myntra. She is happy with Myntra but doesn’t know much about Myntra Insider, Loyalty Points etc. Tanya would also like to see Myntra recommendations basis on her previous purchases.
ICP 2 (Arpit): From the user call Arpit validated that he uses Myntra to buy casual low cost clothing. Arpit waits for Sale/Discounts and then shops. He would like Myntra to be a little less confusing with brands but he finds the app to be easy to use.

Let's Teardown Myntra!

Onboarding Teardown (1).pdf

Myntra Onboarding Teardown Inferences :

✅Multiple Search Options - Voice + Vernacular + Photo Search

❌ Fashion GPT can be leveraged as a differentiating features

✅Personalisation basis previous purchase/ search experiences ( can be done basis category instead)

❌Too many categories of fragmented screens. Lack of storytelling can lead to Cognitive Load and reduce aesthetic usability (Cognitive Bias).

✅ Mini-AHA moment with core-value prop of ‘Best-Deals’ and ‘Savings’ being highlighted everywhere.

✅Major AHA moment can be created to give Try-On feature to try the product in real-time under every product and not under only selected ones.(Try-on feature can highlighted more often)

✅Other Mini-AHA moments with ‘View Similar Options’, ‘Best Deal - 50% OFF’ aimed at increasing AOV and time spent on the app - Cognitive Bias : Curosity Gap

❌The utility of Super Coins (Myntra Coins) should be explained to Prime, the user for use.

✅Pre-selection of Product Size

✅Re-emphasis on all Core-Value Props

✅Detailed Product Description

✅ Great attempt at increasing customer AOV and Time-Spent on the App by options such as ‘Customers also liked’ and ‘Add other products to complete your look’ - Nudge Subtle - Cognitive Bias

✅Delivery Estimate is clearly called out.

✅Multiple Payment Options (COD, EMI, re-emphasising core-value prop)

✅ Increasing friction to leave the payment page, reducing payment page drop-offs - Nudge Subtle Hints - Cognitive Bias

✅ All core-value props re-emphasised across all screens - Sensory Adaptation - repeated display of same options - Cognitive Bias

❌Ratings and Loyalty program can be integrated better on the last screen (rating pop-up only lasts for 2-3 seconds)

✅First-time buyer deals and discounts are well-highlighted throughout the mobile web experience

✅Myntra’s app store visuals and content is curated nicely with clear value props across all visuals.

❌The first few app store reviews are negative, and Myntra should manage those.

❌Myntra’s homepage and category page are cluttered and can focus on neaten the categories and brands.

✅The Order Experience highlights the best value for the product across all subsequent screens.

✅Myntra can highlight features such as ‘Virtual Try-On’ to differentiate itself from competitors.

❌Myntra Insider program should be highlighted in more detail, since only the reward of ‘Winning-Super coins’ is mentioned, which does not convey the value of the program.

✅The Checkout experience is smooth, with multiple payment options, core value props of hassle free delivery, easy return and exchange highlighted.

✅Referral program and loyalty program/ Experience rating should also be integrated.

Cognitive Bias at Play in Myntra OnboardingTeardown :

Scarcity Bias - Clearly Visible everywhere for Discounts
Authority Bias Cognitive Trigger - Kiara Advani visuals in Myntra Insider Tab signals
Hyperbolic Discounting - Offers on First Order are clearly mentioned
Social Proofing - 4M reviews and 4.4-star rating
Priming - #4 top in shopping, Online Marketplace primes the user in a positive manner
Spark Effect - Cognitive Bias - The Sign-in process is easy and only requires the Mobile Number of the customer ; (Less effort required to sign-up and get started on the app)

Activation Metrics:

Given that Myntra is currently the leading e-commerce platform in the fashion shopping sector, our focus will be on activation and engagement metrics to drive retention.

📄Qualitative

App Store Reviews - Myntra’s app store

🔢Quantitative Metrics

Discovering Myntra on the App Store

-No of App Downloads/App Store page visits) - %conversion rate

-No mobile web signs up/ unique website visits) - % conversion rate

-Time spent App Navigation - Checkout

-No of accounts placing the first order in 24 hours/ No of successful sign-ups

-No of accounts placing the first order /No of people spending more than 15 minutes on the app after completing onboarding

-Average time taken to complete the first transaction

-Heatmapping to understand the pages visited until the checkout

Activation Hypothesis:

Hypothesis 1: No. of Users Placing an Order within the 1st Week of Signing up

➡️ Reason: This validates that the user has signed up, placed the order and after signing up likes the in-app experience and is likely to return.

(Other metrics to track:Time spent on the app tracking delivery | Mode of Payment | Any Support tickets raised → Return/Exchange Requests)

1. Does it impact the Retention Curve?

Yes, it is likely to impact the retention curve positively. When users place an order within the first week of signing up, it indicates early engagement and satisfaction with the app experience. This early positive interaction can lead to higher retention rates as these users are more likely to return and continue using the app.

2. Does it increase Referral or Word-of-Mouth (WOM)?

Yes, it can increase referral or word-of-mouth (WOM). Users who have a positive experience shortly after signing up are more likely to share their experience with friends and family.

3. Does it improve Lifetime Value (LTV)?

Yes, it can improve Lifetime Value (LTV). Early engagement and satisfaction often translate to long-term loyalty. Users who place an order within the first week are demonstrating a willingness to spend money on the app, suggesting a higher potential for future transactions. Early adopters who quickly see value are likely to continue spending over time, contributing to a higher LTV.

Hypothesis 2: No. of Users who signed up after installing the app

➡️ Reason: This would mean that users have liked the mobile-web display → app-store experience and intend to explore the app further. This would also give a sense of mini AHA after they have researched the options/styles and offers. Also these users might have opted for notifications which means they are looking for offer communication to start buy.

1. Does it impact the Retention Curve?

Yes, The sign-up process indicates a commitment to the app, and coupled with a positive initial experience, these users are likely to return and engage more frequently.

2. Does it increase Referral or Word-of-Mouth (WOM)?

Yes, Satisfied users are more inclined to share their experiences with others. Additionally, if these users have opted for notifications and receive valuable offers, they may share these offers with friends and family, further enhancing WOM.

3. Does it improve Lifetime Value (LTV)?

Yes, Users who sign up after installing the app are more likely to interact with the app, take advantage of offers, and make purchases, all of which contribute to a higher LTV. Their initial interest and the positive experience of signing up suggest that they see value in the app, making them more likely to become long-term, valuable customers.

Hypothesis 3: No. of Users placing a repeat order within 60 days of the first order

➡️ Reason: It validates that the user liked the purchase + delivery + customer service experience (all core value props validated) and that the user is coming back again actively to use Myntra for the job they hired it for. These are some early signs of active customers.

(Cart Abandonment, Checkout Drop-offs are important actions to be managed here)

1. Does it impact the Retention Curve?

Yes, it positively impacts the retention curve by indicating sustained engagement and satisfaction with the app, leading to repeat usage.

2. Does it increase Referral or Word-of-Mouth (WOM)?

Yes, satisfied repeat customers are more likely to refer others and share their positive experiences, enhancing WOM.

3. Does it improve Lifetime Value (LTV)?

Yes, repeat orders within 60 days suggest higher customer loyalty and spending, thereby increasing LTV.

Hypothesis 4: Time spent on the App and time to complete the journey from product discovery to checkout

➡️ Reason: The more amount of time a user spends on the app, more is he/she prone to engage with the content as well as the product assortment and find something that urges him/her to purchase. Time taken to complete will indicate whether the content is confusing or has a clear CTA.

Hypothesis 5: No. of users adding items to their cart but not checking out within 1 month of adding to the cart / dropping the journey in between

➡️ Reason: This would help to understand where the users are dropping off the time taken to drop-off and nudge them accordingly.