FabIndia
Enhancing the mobile shopping experience
TL;DR
App evaluation and redesign to improve aesthetics and usability while maintaining the identity of a prominent Indian brand
Design Strategy
Competitive Analysis
Heuristic Evaluation
Visual Design
How might we create an intuitive and seamless online shopping experience?
Research
What is FabIndia?
FabIndia is a well-known Indian retail brand that specializes in products made from traditional techniques, skills, and hand-based processes, including clothing, home furnishings, furniture, and personal care items. The company focuses on providing a platform for traditional Indian artisans and craftsmen to showcase and sell their products.
Though retail stores is FabIndia's preferred mode of interaction with their customers, they were forced to move into the world of e-commerce during the COVID-19 pandemic.
Google Play Store Reviews
1.9
3K
100K+
RATING
REVIEWS
DOWNLOADS
Competitive Analysis
Heuristic Evaluation
Following our initial research, it became evident that the app presented numerous usability issues. In response, we carried out a heuristic evaluation to distinctly define and target these problematic areas.
Scenario 1: Searching for a Dress
Scenario 2: Filtering Content
Scenario 3: Saving Selected Items
Summary
Design
Color & Typography
Recognizing FabIndia as a well-established and widely recognized brand both in India and internationally, our goal was to ensure continuity and foster a strong connection with existing customers by staying true to the essence of the brand with our decision to stick with the existing color palette and typography.
Screens
Home
Clear display of categories such that the user cannot miss them
CTA is big and not hidden by other elements
Proper text to image ratio (legible information)
Display of various traditional techniques with proper white space
Obvious CTA for mailing list subscription
Unambiguous and intuitive navigation bars
Search & Filter
Voice option for accessibility
Recent searches are shown to help users
Shortcut to previously viewed items
Slider to select price range for customization
Filter options arranged according to priority
(more commonly used filters are on top)
Product Display
Visual and permanent feedback regarding filters applied
All relevant information provided with clear visual hierarchy
User is provided with sign-up option without leaving the page (when they click on the wishlist icon)
Product Details
Easy selection of size
Permanent visual feedback once product is added to wishlist
Important information visible without scrolling
Change in CTA copy after item has been added to cart
Wishlist
Permanent visual feedback when product is added to cart
Change in CTA style and copy after product added to cart
Proper use of white space and visual hierarchy
Collections
Easy access to category filters
Prominent display with readable text and proper use of white space to differentiate elements
Separate page to feature new arrivals
Prototype
Outcome
The redesign ranked 4th out of ~100 teams and was presented as part of a hackathon challenge.
"It looks brilliant! Love the heuristic evaluation and use of white space in the UI. The redesign brings about consistency and clear hierarchy."
- Vaishnav Ramayan | UX Researcher & Hackathon Judge
...fin
Saasific
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