Increasing conversion rates for Amway India
Redesigning Amway India’s online experience
Check Live Product:
Hats Worn
UX Research • End-to-end Product Design • Usability Testing • Design Systems
Collaborators
Honey Mehta, Dhanvi Patel
2 Product Managers, 15+ Engineers, Developers and Quality Analysts amongst other stakeholders
Platform
Mobile First, Web Responsive
Timeline
11 months | April 2021 - Feb 2022
Context
As the leader in direct selling, Amway holds a dominant position in the worldwide market by offering an incredible array of products for nutrition, beauty, personal care, and home essentials. Additionally, they empower individuals to embark on their entrepreneurial journey, granting them the opportunity to start their own businesses, become their own bosses.
Amway had a big hurdle in the way
With the ever-evolving digital world, the brand needed a facelift while leveraging spheres of influence and digital behaviors to captivate a younger audience.
From early discovery, we fleshed out our design brief
Redesigning Amway India’s online experience to establish a best-in-class social & connected commerce while building on the direct selling roots.
Skip to one of the juicy parts
And the first step to designing was understanding who are we solving for
Understanding our target audience was crucial in the design process. Amway focuses on two key audiences:
Amway Customers
Who purchase Amway products
Amway Business Owners
Who build businesses by selling Amway products
Let's take a closer look at how we resolved the challenges faced by these audiences
Solving for the Amway Customers
Seamless and intuitive product discovery experience & personalized the product recommendations.
Quick and easy checkout experience to reduce website bounce rates.
Carefully curated offers and discounts to increase user retention.
Solving for the Amway Business Owners
Implemented progressive profiling for business owners to comfortably fill in their information.
Intuitive features that enable business owners to effortlessly create group orders, leading to a boost in sales and revenue.
Streamlined the process of managing group orders with simple and intuitive steps to make the experience smooth and enjoyable
Diving deep into the research methods behind an optimized and user-friendly E-commerce and business platform
Let’s unpack the problem
Looking Inwards
Heuristics Analysis
We conducted a 360 Heuristic Analysis on the Amway website to discover key areas for improvement that can enhance user experience and increase overall satisfaction.
Lack of flexibility in guest checkout, touch gestures, save for later, search history, & social share capabilities.
Lack of recognizable components such as tone of voice requires greater cognitive effort from users.
Inconsistent visual hierarchy across the storefront impacts usability.
Look and feel is not relatable, with primitive design language and inappropriate information hierarchy.
Looking Outwards
Listening to the people
We conducted user interviews to gain first hand experience of how our customers and business owners interact with the storefront, ultimately shaping a more customer-centric and effective storefront experience.
30+
12
Interviews
States across India
Through the sessions the participants walked us through their ‘day in the life’ journeys and provided insights on their goals, aspirations, success metrics and challenges around conducting their business.
Key Insights
By reflecting on the primary and secondary research, we narrowed down on the following insights
Stickiness | Loyalty
Seamless Journey
Tailored | Relevant | Friendly
Relatable Tone of Voice
Community | Inspiration | Connection
Social Sphere of influence
Efficiency | Trust | End-to-end experience
Efficient Order Tracking
Zeroing in on our users
Charting Key Archetypes to Inform Design Choices
The Opportunist
Amway Business Owner
The Opportunist is a hardworking, practical and outgoing entrepreneur who is constantly looking for ways to improve his lifestyle, be their own boss and support their family.
Goals
Goals
The Influencer
Amway Business Owner
The influencer is a creative, ambitious and self-motivated individual who is determined to grow their business and generate revenue using the right tools on social media.
The Novice
Amway Customer
The novice is a creative thinker, multitasker, and a tech-savvy individual who invests efforts towards maintaining her family's health by eating right and exercising.
Goals
Converging on the research to build the solution
Unveiling the Amway 10Xperience: From Job Stories to User Flows to Final Solutions
User Job: Seamless End-to-end purchasing journey
Targeted User: Amway Customer • Amway Business Owners
As a user, I want to easily discover the most suitable health product for my needs so that I make an informed decision. Additionally, I desire a seamless checkout experience that streamlines the purchasing process.
User Job: Progressive Profiling
As a prospective Amway business owner, I aim to effortlessly provide my personal information at my own pace. This allows me to streamline the process of building my business, ensuring efficiency and enabling me to focus on other important aspects of growing my venture.
Targeted User: Amway Customer
Targeted User: Amway Business Owners
User Job: Post purchase experience
Targeted User: Amway Business Owners
As a user, I want to conveniently track the status of my order after making a purchase so that I can stay informed and anticipate the arrival of my product, ensuring a smooth and satisfying post-purchase experience.
Profile Completion Process
Profile Completion Steps
Orientation & Successful onboarding
Back to the foundation
Building a Cohesive Design System with Atomic Design framework
To cater to the specific requirements of the Indian audience, we built a sub-design system for Amway. The global design system was falling short on the essence of India, such as suitable colors, information presentation, and tone of voice.
Through close collaboration with Amway's design and development team, we identified key components vital for the Indian context. These components were meticulously designed to enhance every step of the user journey, from purchase to post-purchase experiences.
Component Library Elements
Product Information Cards
Different variations of product cards to use across the platform from discovery to post-purchase experiences
Notification Banners
Incorporating notifications into our system to deliver relevant and impactful messaging that was previously missing in the global component library.
Coupons
Meticulously designed coupons to align with different scenarios and customer needs.
Overcoming Hurdles in Global UX Design Projects
Regional language integration
Vernacularizing Amway's website required meticulous attention to prevent any element or component from breaking when translated into different regional languages.
Efforts: Extensive trial & Error | Fine-tuning character limits | Close collaboration with content team
Stakeholder alignment
Navigating and aligning diverse perspectives, goals, and requirements with stakeholders from different regions, each with their own priorities and expectations was challenging
Efforts: Effective communication | Negotiation | Stakeholder Management
Streamlining Dev hand-off
One of the challenges we encountered was facilitating a smooth handoff between the design and development teams to minimized potential implementation obstacles.
Efforts: Effective communication channels | Detailed bugs spread sheet | Clear documentation | Regular check-ins
The fine line between global and local design systems
Determining the appropriate level of flexibility for the design system to accommodate local variations without compromising the integrity of the global design system.
Efforts: Stakeholder collaboration | Clear guidelines & frameworks | Regular reviews and feedback loops
A successful launch of Amway 10xperience
1000+
250+
Design screens
User stories
50+
1M +
Collaborators, stakeholders & teammates
Customers & business owners
Post the release we observed an overall improvement in all task completion rates, overall higher CSAT & NPS to deliver experiences to realize happy loyal ADR/ADS/customer
Building a holistic experience
The ups and downs: Lessons Learned and Paths Explored
This project was truly captivating and enriching, providing me with valuable experiences, in-depth research, and meaningful interactions.
Along the way, we encountered shifting priorities, changing roadmaps, and a minor launch delay, yet the satisfaction derived from this endeavor was immeasurable. Through it all, I gained some important lessons that relate to both product development and business processes.
As new timelines emerged, resourcing challenges surfaced, and priorities were reshuffled, I discovered the importance of staying agile, resilient, and responsive.
Always fight for good UX: Championing exceptional user experiences
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