Havells Sync
Havells Sync is an all-in-one mobile app from Havells India, one of the largest home appliance and fixtures company in India.
This project was completed during my employment with Havells for Jun 23 - Sept 23.
Project Brief
Role
Design Researcher
Duration
3 weeks
Stakeholders
Customer Experience Team, IT Team
Collaborators
None
Context
Havells wanted to expand the features offered to the users by the application and create a one-stop-solution for all user needs ranging from shopping for appliance to raising request for services.
IT Team came up with a non-exhaustive list of features to be implemented in the app in groups.
For this vision to be implemented, design research was necessary to identify user experiences and expectations for each features. This would help us to offer design recommendations for the discovery and placement of the features on the app.
Objectives
The first initiation sequence of features to be introduced in the app were:
1. Exchange Program
2. Assured Buyback Scheme
01
Learn about the existing user experiences with the intended features and identify user expectations with implementation of these features in the Sync App.
02
Identify underlying usability issues within the app that would need to be changed prior to accommodate the new features.
Timeline
Users
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What did the research find?
NEED TO RESTRATEGIZE THE FEATURE DESIGN AND RELEASE
Currently existing app lacked the optimal technical and design structures to help users navigate successfully to find the intended services and features and access it through the app.
Usability Issues
During exploration of the basic pathways of accomplishing a task like purchasing a product, it was observed that the users failed to select the product and add it to the cart.
Lack of User Delight
Beyond the homepage, issues like infinite loading, lack of intended search results, web-based shop instead of an integrated one, and incongruence of design elements caused user dissatisfaction.
Missing Out on Brand Integration
Havells owns 5 home appliance companies and seeing multiple brands on the same app confuses users, hence a need for showcasing brand identity arises.
It was evident how unless existing foundational problems for the app were prioritized, introducing new features that rely on the smoothness and discoverability in the app, the business goals for increasing sales would not be met.
👉🏼 Focus on improving existing features, before introducing new ones.
CUSTOMER BEHAVIOR DURING PURCHASE PHASE
Indian customers are likely to visit offline local appliance stores and websites like Amazon and Flipkart first when they want to exchange an appliance or electronic product. Consultating family members and the feel of an in-person product is essential while making an expensive purchase.
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FEATURE 1: EXCHANGE PROGRAM
Exchanging a previously owned product is seen a as part of the purchase; hence the expectation is built around having a hassle-free selling-buying process.
In offline touchpoints, this is initiated by the salesperson, while in online touchpoints, product page is the major discovery point for the exchange offer, that informs them of the maximum exchange value they can offer regardless of the product condition.
In most scenarios, exchange or selling off older product is a secondary concern for the customer and is only considered post purchase of the primary product. Existing pain points and gaps in the market lead to this sentiment.
No online or offline channels offer good exchange rate of the products.
The exchange value of the product is not determined by its working condition, rather sorted for scrap value.
The exchange value offered by self-evaluation may fluctuate based on the evaluation during pick-up.
Design Recommendations for Exchange Program from the Users
Product Page: Users' suggestion of positioning the exchange option under the product was heavily influenced by the existing journeys from apps like Flipkart
It offers an exchange value of the product based on a few steps, (as noted in the secondary research) that evaluates the condition of the product being exchanged.
The most liked aspect of this process is that it gives the customer a ‘straight off discount’ on the product during purchase. This gets deducted from the final amount paid on the purchased product.
Amazon has a clear categorization and grouping of Offers within separate tabs offering details and options to avail that offer accessed through a drop-down chevron.
FEATURE 2: ASSURED BUYBACK (ABB) SCHEME
The Assured Buyback Scheme needs to be introduced with clarity in meaning because there are various interpretations of what it refers to by both present and prospective buyers.
Every user offered a different definition of the term 'Assured Buyback' when asked. Surprisingly, only 2 out of 10 users were able to correctly define the actual meaning of the scheme.
Another caveat is that every brand or platform has their own features and limitations associated with the program and thus the user's understanding of the scheme is highly influenced by the brand they chose and the platform they use for purchase.
Almost all consumers have a set mental model that Assured Buyback would only work if they choose to purchase a product from either the same channel or the same brand, as per the expectations set by other platforms.
Conditions like,
"You need to purchase the next product from our platform (Flipkart) or from out brand (LG)."
Sets an expectation of ABB being same as the Exchange Process, just offering better exchange value.
Every other competitor that offers the Assured Buyback Plan has its own set of conditions that are focused over retention of the customer or brand loyalty. Although, while exploring this offer under the appliance category, users were ‘cautious’ in investing in ABB since they were ‘afraid’ to get stuck with the same brand.
Design Recommendations for Assured Buyback Scheme from the Users
FOCUS ON WHAT SETS HAVELLS APART IN THIS SCHEME
Discovery: Assured Buyback is a relatively newer scheme in the market and customers do not understand the value in it.
Availing ABB is independent of whether the customer chooses to purchase the next product from Havells brand. This needs to be highlighted in introducing the scheme, helping them feel ‘assured’ that their product would be bought back without a ‘compulsion’ to make another purchase at the same time.
Another unique factor under Havells include, ability to buy Assured Buyback after 1-month post-purchase period. This needs to be pushed and highlighted through push notifications and home screen banners.
Users who have purchased a new appliance on which ABB is applicable, should receive personalized notifications for the product until a month.
The longer time period of ABB up to 5 years from the purchase of the appliance is another unique proposition under Havells banner, that should be focused in the designs.
A novel discovery point for Assured Buyback that came out of research was the Services tab as it was assumed to be a post-purchase service for a product.
Users who have purchased products from Havells, would expect to look for Assured Buyback under the Registered Product tab. This was suggested to happen under two circumstances: to check if the product purchased have the ABB available and to check the validity of the purchased ABB.
Learnings
Collaborating with Multiple Teams
During exploration of the basic pathways of accomplishing a task like purchasing a product, it was observed that the users failed to select the product and add it to the cart.
Doing your Secondary Research First
Knowing the best practices that your competitors are following is the first step in coming up with design solutions.
Looking for Existing Blockers for Pushing the Product Forward
Using appropriate strategy to align cross-functional teams on the common goal is essential to avoid potential blockers.