Future Group India is expanding its digital presence, launching new brands in sync with the changing market space and enhancing the digital experience on existing platforms. Businesses that sell daily essentials have flourished, but the luxury lifestyle and related businesses need help to gain footfall and rely entirely on the digital business. Future Group brands, including Big Bazaar, Easy Day and many others, faced a similar challenge. So, to keep up with the changing market space, and to adapt to the new normal, Future group decided to first go digital for the new brands that are coming up. The company also aims to enhance the experience of existing digital platforms like Digital Big Bazaar, as it is a huge source of revenue generation for the business. In February 2021, the student started to work as an intern for the Future Group to understand the company's processes and workflows, giving them a solid background for their graduation project. In April 2021, the student joined the team 'Think 9'. The projects the student had to work on required urgent attention because of the surging Covid-19 cases across India and a potential lockdown. The team decided to prioritise two upcoming brands. One is a fashion brand for men, and the other being a beauty brand.
The student first started with a holistic understanding of the e-commerce ecosystem to familiarise themselves with the terminology often used in agile environments. To understand the whole system and design for the front end, one needs to know the limitations of the back end.
Working with Big Bazaar was an outstanding experience because the team worked very efficiently and co-operatively, giving the student much room to grow.
Brand Experience, Digital, Ecommerce, User Experience, User Interface
