I worked with the Experience Innovation Lab, the research, strategy, and innovation hub of Tata Digital Ltd. The focal point of this project was to "Reimagine the Retail Experience of Women's Apparel Shopping." The project aimed to comprehend women's shopping behaviors in both online and offline modes, and current trends, to visualize an omnichannel shopping journey within the Tata Ecosystem. The project's initiation involved firsthand user experiences through ethnographic research, to grasp users' shopping behaviors and pinpoint issues with existing avenues. By capturing individual users' stories, we were able to define various user cohorts based on their shopping habits, purchase journeys, and pain points. These aspects were analyzed considering unmet needs that directly address pain points and indirectly influence purchase behaviors during shopping.
Subsequently, I conducted secondary research to attain a comprehensive understanding of women's shopping behavior patterns across diverse regions and the intangible influential factors. I analysed data from research to draft Emotional and Functional Insights. These insights were supported by examples of market trends and user quotes. Ultimately, I outlined the opportunity areas for constructing an omnichannel shopping experience. Furthermore, the research informed the formulation of Design Principles that provide guidance for the design process. Throughout each phase, I engaged with stakeholders to present my findings and leverage their diverse perspectives. However, due to their demanding project pipeline, this initiative was deferred to the subsequent development phase. Nevertheless, the team encouraged me to continue working on the project and to identify potential solution directions. I facilitated an Ideation workshop involving stakeholders and the design team at Tata Digital, resulting in the creation of specific concepts that can be integrated to establish an Omnichannel Women's Apparel Shopping Journey. This project is an attempt to enhance and deliver an enjoyable shopping experience for a diverse set of user behaviors.
