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AJIO Business
Storefront app, Playstore Launch
Need for Playstore Launch
"AJIO Business had already been available for more than 3 years but only to a small group of users on-boarded specifically by the sales officers"
Awareness about AJIO Business : Most retailers who use online methods to make their purchases have been made aware of AJIO Business through the existing Retailer/SO network.
Current Limitations : More retailers have shown interest in AJIO Business and it is difficult to work in scale with the current manual method of on-boarding.
Covid - 19 : Due to the Covid 19 Pandemic, a lot of retailers find it difficult to source products by visiting wholesellers (who are in many cases in different cities). They are now looking for online alternatives to avoid travel.
Organic Growth : The next organic step to scale is to make AJIO Business available to the entire retailer base and not just the chosen few
Context
The Users
"Research to identify these personas was done previously while working on another major feature for AJIO Business. It was the result of close collaboration between me and our design researcher. AJIO Business users are classified into three user groups basis their buying behaviour "
Existing User Journey
"Current process of how retailers become a fully on-boarded user is completely dependant on the sales officer"
Pain Points
SO dependency : Interested retailers can only get onboard through SOs.
Complex process: DKYC app used to upload documents is complex. The SO needs to collect multiple documents from the retailer and then upload them manually.
Lack of status feedback : Neither SOs nor do Retailers have any visibility of approval status after documents are uploaded.
High rejection rate : 70% of applications get rejected due to upload guidelines not being met.
High turnaround time : TAT for a retailer to get fully onboard and start placing orders is large and may extend up to months.
Value not evident to retailer : Retailers view the AJIO Business app for the first time only after complete on-boarding. Before that, they have no way to see in app fulfils their requirements.
Paint Points & Design Goals
Design Goals
"The overall goal is to enable users to access AJIO Business after downloading from Play Store."
User signup : Users should be able to sign up using their phone numbers.
Define Primary and Secondary entry points : Two entry flows, one where users enter their GST numbers and another where they move along without any business detail and create their accounts.
GST as primary : Users who enter their GST numbers will be instantly on-boarded and have access to all features of the app.
Non-GST as secondary : Users who do not share their business details should have partial app access. They will be treated as new leads and will be approached by SOs for onboarding.
Redesigned User Journey
"The re-designed user journey requires minimal SO intervention. Users can download the app directly from Playstore and self-onboard using GST. Retailers can still approach SO for assisted on-boarding in case they are not GST registered"
User Journey & Task Flow
Task Flow
"Steps and actions the users have to take to get fully on-boarded. All use-cases are shown below. "
Wireframes
"After defining the overall user journey and tasks help users reach their goal, I started creating the screens for the three parts of the journey - login, entering GST number for instant on-boarding and continuing without any document to get partial app access along with ways to trigger GST and SO assisted on-boarding from within the app"
Wireframes
Instant on-boarding using GST number
Login without any documents
Observations
"After the app was launched on Playstore, I monitored the data generated through CleverTap for a month and made observations on how the new users were behaving. I created a set oh hypothesis against each observation which was validated by our user researcher."
Insights
"During hypothesis validation with the users the following insights were gathered."
Primary & Secondary Flow : Most users preferred not to share their GST numbers without knowing more about AJIO Business. On seeing the open form, they were deterred to continue. Almost half of the users did not notice the option to continue without any document.
Entering incorrect GST number : The likelihood of users entering incorrect GST number is very low. Most users remember the number by heart or have a copy printed and framed inside the shop premises.
Understanding sole proprietors : A lot of users do not understand the term sole proprietor but though they know if they are one or not.
Observations & Testing
Actionables
"The insights helped us look into ways we can reduce the friction the users were facing while accessing the app and getting on-baorded. Few of the actionables could be handled with quick iterations while others were an eye-opener and required deeper thought. "
Difference between Primary & Secondary Flow : Explicitly tell users the difference between the two flows to help them choose.
Emphasis on the Secondary Flow : Highlight the secondary flow and help retailers with less intent continue without GSTIN
Better error handling : Elegant and informative ways to handle errors.
In case of errors happening multiple times, suggest the retailer to continue without GSTIN and wait for an SO to help them.
Better communicate business/system constrains : Better communication to tell that AJIO Business is for sole proprietors only. Communicate what to expect if retailer's area is not serviceable
Seamless accessibility : Decision to choose between GSTIN and non-GSTIN flows this early in the flow is creating cognitive dissonance in users. Resulting in users choosing without any concrete logic. Let users access the app fast and get on-boarded at an appropriate time.
Enhancements
"Due to urgency of the situation, we focussed only on the quick changes and the more complicated changes were to be taken up in phase-2 of the project."
Enhancements
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