Myntra 👚

Myntra is an Indian e-commerce company that sells fashion and lifestyle products for men, women, and kids. Offering a wide range of products from over 6,000 brands, Myntra also offers a 30-day exchange and return policy, cash on delivery, and services over 27,000 pin codes across the country.

In 2023, the Indian fashion e-commerce market was estimated to be worth around $18 billion and is expected to expand at an annual growth rate of 20–25% until 2030.

Some competitors of Myntra in the Indian market are:

1. Nykaafashion
2. Ajio
3. Westside
4. TataCLiQ

Most women do not shop primarily for lifestyle items like home decor and gadgets from Myntra. They do not associate Myntra with a platform where they would go for gadgets and homeware products.

Ideal Customer Profile

Define your ICPs

B2C Table ⤵️

A table is shared below for your reference to put down your user goals, respective ICPs, JTBDs and validate your goals.

ICP 1

This ICP wants to shop for affordable fashion that is trustworthy and trendy. The ICP focuses on price first but also wants trendy items from known brands.

ICP 2

This ICP wants the convenience of having all known brands in one place with minimal hassle while purchasing. They prioritise convenience and want an easy - smooth experience with hassle free returns, exchanges, timely delivery. They value good customer service and do not want distractions while using the app.

From the user calls, some areas that stood out for users were style exchange, pay later (before the order is delivered or after), trust factor, loyalty being a long-term user, customisable options, and all fashion needs taken care of in one place. Easy to open one app rather than 2-3 for the same products. Recurrent offers and deals, post purchase experience—talked about the most—puts Myntra apart from other options. Customer support, tracking, and timely deliveries are major pluses.

How to do an onboarding teardown?

Take screenshots of each page of the interface, note each interaction and user touchpoint, and assess based on user empathy:

1. What is working well on the screen and why?
2. What is not working and why?
3. What changes/improvements do you suggest can be made? Why do you think that would be better?
4. Where does the “aha” moment occur?
5. Evaluate your onboarding on the cognitive biases.

Please find the onboarding teardown link for Myntra below:

https://www.canva.com/design/DAGZKp8t4_c/lt4HkUDyYH7SNZ6COcOtew/edit?utm_content=DAGZKp8t4_c&utm_campaign=designshare&utm_medium=link2&utm_source=sharebutton

Myntra-Onboarding Teardown.pdf

Parameters to track your activation metrics:

• D1, D7, and D30 retention
• DAU / MAU
• Subscription rate vs retention
• Average TAT
• User Cohorts
• Acquisition source
• Product reviews
• Add more based on specific context

Activation Metrics

Hypothesis 1: Atleast one purchase within 4 days of logging in or installing the app

Reasoning: The users of Myntra mostly download the app with a specific goal in mind or by WOM, so after downloading and logging in, making a purchase is the obvious next step if they are satisfied with their experience; hence, a purchase (AHA moment) within 4 days (the assumed number) is a considerate amount of time given for them to weigh other options or consult their peers and do personal research to come to a conclusion. The earlier they purchase, the more chances there are of them sticking with the product

Hypothesis 2: Repeat purchase within 1 month from initial purchase

Reasoning: Many users want to test products first and see firsthand if it matches their expectation and the descriptions given on the app/website. They make the second purchase only after being satisfied and assured of the product quality, delivery system, and ease of getting the order in the first place. Hence tracking the repeat purchase after first order can be a great indicator of user engagement and continued interest.

Hypothesis 3: 10 wishlishts or added to cart in 30 days

Reasoning: If the user is adding items to the cart or wishlisting early on in their journey, it means there is something which is alluring the customers (be it unique pieces, discounts, waiting for sales, exclusive offers, or waiting to just check other options on other platforms but with the fear of not losing what they found at Mynra), which can be a good sign of them being retained

Tracking activation metrics to understand user retention and behaviour:

1. DAU/MAU: To understand the stickiness of the product, the number of users who are visiting the app daily and monthly, i.e to understand how frequently users are returning to the product, the higher the percentage, the more user engagement.
2. Wishlist: First addition to the wishlist/ if the user is visiting the same product multiple times but not taking any action
3. TAT: When the first purchase is done, after how many days is the user revisiting the app or making a purchase
4. Product Reviews: Helps to track customer satisfaction, identify areas of improvement and locate common patterns amongst customers
5. CSAT (Customer Satisfaction Score): To measure how satisfied/dissatisfied customers are with the product
6. User Cohorts: Looking at the user groups who are purchasing similar products and identifying their demographics based on which app sub sections can be created to cater to these identified groups who have similar choices or improvising existing sections which show suggested items
7. D1 retention: how many users understand the core value of the platform and return within 24 hours. Highlights how effective the initial experience was. D30: can the users be retained long-term?
8. Ratings/Feedback: After the first order, how are users reacting? What is their initial thought after completing the onboarding experience? This will help understand if the user is satisfied enough to be retained.
9. Add to Cart: Number of new users who add to cart gives an idea about how much they are interested in the products and whether the products satisfy what they were looking for
10. First purchase: Users who purchased the product; helps in understanding the confidence they have and their needs being met along with having a smooth onboarding experience enabling them to make the purchase.
11. Active, passive or casual user segmentation based on the frequency of logins