MYNTRA: A UX CASE STUDY
The Beginning
Myntra is a major Indian fashion e-commerce company headquartered in Bengaluru, India. The company was founded in 2007-2008 to sell personalized gift items.
In this project, I chose to study and redesign some features of the Myntra mobile app. I managed all aspects of this project, and am not affiliated with Myntra in any capacity.
Deliverables
Pain point analysis
User interviews
Affinity mapping
Designing solutions
Design Role
UX Designer
User Researcher
Duration
4 weeks
Tools Used
Figma
Notion
Myntra’s app feels cluttered and difficult to navigate.
PROBLEM STATEMENT
For the preliminary stage, I conducted some desktop research to better understand how users feel about the Myntra app.
I separated all the pain points I identified into four categories.
PAIN POINTS
Due to all the options and moving pieces, the app feels overwhelming.
There is a lack of clarity in some of the features of the app.
The app feels repetitive, and options feel redundant.
Some of the features feel unusable, or in general have bad functionality.
The app feels cluttered and overwhelming.
CATEGORY 1
Myntra’s homepage is decked out with features, ads, movement and buttons. This makes the homepage feel like too much is going on, and users barely pay attention to any of the details since they are eager to simply get past this screen.
The wall of advertisements is very distracting.
The number of clickable items on several screens are too many to keep track of.
There are several moving blocks on the homepage, which adds to the cluttered feeling.
A video showing the movement on Myntra’s homepage.
As I explored the app, I found that there were several buttons and features I didn’t understand the use of. In the user research I carried out later, a lot of these confusions were further confirmed and verified by my interviewees.
The purpose of the studio and explore buttons in the bottom nav bar is unclear.
The notification bell in the top nav bar does not show users what they expect to see.
There is a lack of clarity.
CATEGORY 2
Myntra’s app has repetitive and redundant elements.
CATEGORY 3
There are a few features that feel unnecessary, and occupy valuable space on the homepage that could be used for something else.
The first bar with clothing categories lead to the same categories as the bottom nav.
The burger menu in the top corner has the same information as the profile icon in the nav bar.
Some of the features have ambiguous functionality.
CATEGORY 4
There are a few features that feel hard to use.
The search icon is very small, and users tend to forget it’s there.
The search options are very narrow, and users tend to mis-click around the area and hence are error-prone.
The filter tabs have a lot of options, whose function is sometimes unclear.
To demonstrate the issue with the filters, consider a case wherein you’re looking for a men’s bomber jacket, and you only type in “jackets” to begin with.
The type “bomber” is the 19th option. This quantity of the number of options makes for difficulty with selection.
The Middle
UNDERSTANDING THE USER BASE
User Interviews
Upon identifying these issues, I set out to understand the users of Myntra to verify these claims. I interviewed seven users from various demographics (ages 20 to 50) for approximately 40 minutes each. My goal was to understand who was facing issues, and what the issues were - and to verify the pain points that I had come up with. In the interest of clarity, I designed an affinity map to pinpoint what the users want.
ACCUMULATING USER PREFERENCES
The Affinity Map
First I collected all of the unsorted data and quotes:
And then I sorted them into relevant categories:
Key Insights
POST INTERVIEWS + AFFINITY MAPPING
Here’s what I gathered with all this information under my belt:
The End
Given these key insights, how do we make a new and improved design flow?
THE QUESTION NOW BECOMES…
POSSIBLE SOLUTION 1
The bottom nav bar can be made more generally usable.
‘Studio’ and ‘Explore’ can be moved elsewhere, and a section for referrals and deals can be added, where users can find offers from brands they have shopped with before or regarding products they have looked at before.
POSSIBLE SOLUTION 2
More categorical and visually organised screens can be created.
Several users explicitly stated that they like the below screens:
Since they are clear and easily visualisable. Introducing more screens like this, especially on the homepage, would lead to a net positive response.
Advertisements can occupy less space on the front screen and be more curated for each user.
POSSIBLE SOLUTION 3
While I understand that sometimes advertisements are present where they based on contracts and other factors out of the designers’ control, the users I interviewed unanimously agreed that they barely ever glance at the ads. Reducing and redirecting ads or making them personalised and relevant are possible solutions.
POSSIBLE SOLUTION 4
The search button can be changed to a scroll activated search bar.
Most users use the search feature to find specific products they have in mind. To make this action easier for users, the search button can be made into a bar that appears when a user scrolls downward, and disappears otherwise. This way the bar won’t take up expensive real estate and simultaneously be even more easily accessible.
CLOSING THOUGHTS
The solutions proposed above are only what I’ve come up with given my limited research. The world of design is vast and full of possibilities, and if something else occurs to me or if I pick up this project to review in the future, I’ll add on any further thoughts. Thank you for making it till here. If you want to talk about this project, feel free to contact me!