INTERNSHIP
INTERNSHIP
Titan Company Limited
Titan Company Limited
February 2024 - June 2024
February 2024 - June 2024
My Experience
During the 8th semester of college, I worked as a UX Design Intern in the E-commerce team at Titan Company Limited. I contributed to improving the digital experience for Tanishq, Mia, and Zoya websites and apps, serving over 3 million users annually. By enhancing user flows, optimizing navigation, and designing visually engaging interfaces, I helped create seamless experiences while addressing user-centric need, ensuring consistency, and aligning with business goals.
The following projects were particularly impactful, sparking my excitement and passion for UX design, and I'm eager to explain how they shaped my internship experience.
My Experience
During the 8th semester of college, I worked as a UX Design Intern in the E-commerce team at Titan Company Limited. I contributed to improving the digital experience for Tanishq, Mia, and Zoya websites and apps, serving over 3 million users annually. By enhancing user flows, optimizing navigation, and designing visually engaging interfaces, I helped create seamless experiences while addressing user-centric need, ensuring consistency, and aligning with business goals.
The following projects were particularly impactful, sparking my excitement and passion for UX design, and I'm eager to explain how they shaped my internship experience.
My Experience
During the 8th semester of college, I worked as a UX Design Intern in the E-commerce team at Titan Company Limited. I contributed to improving the digital experience for Tanishq, Mia, and Zoya websites and apps, serving over 3 million users annually. By enhancing user flows, optimizing navigation, and designing visually engaging interfaces, I helped create seamless experiences while addressing user-centric need, ensuring consistency, and aligning with business goals.
The following projects were particularly impactful, sparking my excitement and passion for UX design, and I'm eager to explain how they shaped my internship experience.
Mia Digital Gold Feature
Mia Digital Gold Feature
This project focuses on redesigning Tanishq's Digital Gold Journey for Mia, creating a more intuitive experience. The goal was to address challenges users faced in managing gold holdings, tracking investments, and accessing information, which led to low satisfaction and engagement. Through research and UX methodologies, the revamped flow enhances user empowerment, engagement, and accessibility, setting a new standard for digital gold investment platforms.
This project focuses on redesigning Tanishq's Digital Gold Journey for Mia, creating a more intuitive experience. The goal was to address challenges users faced in managing gold holdings, tracking investments, and accessing information, which led to low satisfaction and engagement. Through research and UX methodologies, the revamped flow enhances user empowerment, engagement, and accessibility, setting a new standard for digital gold investment platforms.
This project focuses on redesigning Tanishq's Digital Gold Journey for Mia, creating a more intuitive experience. The goal was to address challenges users faced in managing gold holdings, tracking investments, and accessing information, which led to low satisfaction and engagement. Through research and UX methodologies, the revamped flow enhances user empowerment, engagement, and accessibility, setting a new standard for digital gold investment platforms.
1
1
1
Design Process
For this project, I made use of the double diamond approach. I started by doing research, conducting competitor analysis, and mapping out flows. Then started on the design process where I focused on creating an attractive UI, improving on the visual design and incentivizing users. The final output of the design process was a high-fidelity prototype for web and mobile-web.
Design Process
For this project, I made use of the double diamond approach. I started by doing research, conducting competitor analysis, and mapping out flows. Then started on the design process where I focused on creating an attractive UI, improving on the visual design and incentivizing users. The final output of the design process was a high-fidelity prototype for web and mobile-web.
Design Process
For this project, I made use of the double diamond approach. I started by doing research, conducting competitor analysis, and mapping out flows. Then started on the design process where I focused on creating an attractive UI, improving on the visual design and incentivizing users. The final output of the design process was a high-fidelity prototype for web and mobile-web.
Research Phase:
First, I conducted a competitor analysis to benchmark Tanishq's offerings and identify opportunities to improve Mia Digital Gold, focusing on features and user flow. I also carried out secondary research to understand market trends and technologies shaping digital finance, uncovering strategies to attract first-time users and address evolving investor preferences.
Insight Phase:
Access to Information: Users found it cumbersome to view gold holdings and account details.
User Engagement: The platform lacked features to encourage investment exploration.
Investment Tracking: There were no intuitive tools to track portfolio performance.
Market Comparison: The need for visual ROI comparisons against traditional investments was evident.
Ideation Phase:
Locker Tab: I proposed a top-level tab to simplify account access for tracking gold holdings.
Locker Page: Designed a comprehensive dashboard showing transactions, gold value, profits, and portfolio growth.
Homepage Incentives: Added visuals comparing gold's ROI to fixed deposits and savings accounts to highlight benefits.
Prototype Phase:
I translated the ideation concepts into tangible, interactive designs to validate their feasibility and effectiveness. I worked on creating screens for the website and created responsive design for mobile website. The final design can be seen below.
Research Phase:
First, I conducted a competitor analysis to benchmark Tanishq's offerings and identify opportunities to improve Mia Digital Gold, focusing on features and user flow. I also carried out secondary research to understand market trends and technologies shaping digital finance, uncovering strategies to attract first-time users and address evolving investor preferences.
Insight Phase:
Access to Information: Users found it cumbersome to view gold holdings and account details.
User Engagement: The platform lacked features to encourage investment exploration.
Investment Tracking: There were no intuitive tools to track portfolio performance.
Market Comparison: The need for visual ROI comparisons against traditional investments was evident.
Ideation Phase:
Locker Tab: I proposed a top-level tab to simplify account access for tracking gold holdings.
Locker Page: Designed a comprehensive dashboard showing transactions, gold value, profits, and portfolio growth.
Homepage Incentives: Added visuals comparing gold's ROI to fixed deposits and savings accounts to highlight benefits.
Prototype Phase:
I translated the ideation concepts into tangible, interactive designs to validate their feasibility and effectiveness. I worked on creating screens for the website and created responsive design for mobile website. The final design can be seen below.
Research Phase:
First, I conducted a competitor analysis to benchmark Tanishq's offerings and identify opportunities to improve Mia Digital Gold, focusing on features and user flow. I also carried out secondary research to understand market trends and technologies shaping digital finance, uncovering strategies to attract first-time users and address evolving investor preferences.
Insight Phase:
Access to Information: Users found it cumbersome to view gold holdings and account details.
User Engagement: The platform lacked features to encourage investment exploration.
Investment Tracking: There were no intuitive tools to track portfolio performance.
Market Comparison: The need for visual ROI comparisons against traditional investments was evident.
Ideation Phase:
Locker Tab: I proposed a top-level tab to simplify account access for tracking gold holdings.
Locker Page: Designed a comprehensive dashboard showing transactions, gold value, profits, and portfolio growth.
Homepage Incentives: Added visuals comparing gold's ROI to fixed deposits and savings accounts to highlight benefits.
Prototype Phase:
I translated the ideation concepts into tangible, interactive designs to validate their feasibility and effectiveness. I worked on creating screens for the website and created responsive design for mobile website. The final design can be seen below.
USER FLOW
This user flow illustrates the journey from the moment users access the Digital Gold section to the discovery of all functionalities of this new feature.
USER FLOW
This user flow illustrates the journey from the moment users access the Digital Gold section to the discovery of all functionalities of this new feature.
USER FLOW
This user flow illustrates the journey from the moment users access the Digital Gold section to the discovery of all functionalities of this new feature.
VISUAL DESIGN
The visual designs showcase clean and intuitive screens, guiding users seamlessly through their investment journey, minimizing errors, and ensuring informed decisions.
VISUAL DESIGN
The visual designs showcase clean and intuitive screens, guiding users seamlessly through their investment journey, minimizing errors, and ensuring informed decisions.
VISUAL DESIGN
The visual designs showcase clean and intuitive screens, guiding users seamlessly through their investment journey, minimizing errors, and ensuring informed decisions.
Tanishq Digital Gold feature - Reference
Tanishq Digital Gold feature - Reference
Tanishq Digital Gold feature - Reference
Mia Digital Gold feature - My Design
Mia Digital Gold feature - My Design
Mia Digital Gold feature - My Design
Mia Product Description Page Enhancements
Mia Product Description Page Enhancements
The PDP (Product Description Page) was visually enticing and attractive, but several usability issues were impacting the buyer experience. Using the data analytics tool FullStory, I analyzed user interactions and pinpointed the exact challenges users were facing. Based on these insights, I proposed and implemented targeted solutions to address these issues, enhancing both the review and delivery sections of the PDP.
The PDP (Product Description Page) was visually enticing and attractive, but several usability issues were impacting the buyer experience. Using the data analytics tool FullStory, I analyzed user interactions and pinpointed the exact challenges users were facing. Based on these insights, I proposed and implemented targeted solutions to address these issues, enhancing both the review and delivery sections of the PDP.
The PDP (Product Description Page) was visually enticing and attractive, but several usability issues were impacting the buyer experience. Using the data analytics tool FullStory, I analyzed user interactions and pinpointed the exact challenges users were facing. Based on these insights, I proposed and implemented targeted solutions to address these issues, enhancing both the review and delivery sections of the PDP.
2
2
2
Review Section Enhancements
Problem:
Lack of Reviews: Sparse reviews, with occasional negative ones, deter potential buyers.
Perception Issue: Limited reviews made the site appear unvisited or untrusted.
Proposed Solution Concerns: Replacing reviews with statistics risked losing authenticity, trust, and user interaction.
Solution:
Aggregated Statistics: Display product category stats for quick, trustworthy insights.
Detailed Reviews: Retain a section for in-depth user feedback to maintain authenticity.
Encourage Reviews: Introduced incentives like points, offers, and follow-up emails to gather more reviews.
Visually Appealing Stats: Designed clear, engaging statistics for better user comprehension.
Review Section Enhancements
Problem:
Lack of Reviews: Sparse reviews, with occasional negative ones, deter potential buyers.
Perception Issue: Limited reviews made the site appear unvisited or untrusted.
Proposed Solution Concerns: Replacing reviews with statistics risked losing authenticity, trust, and user interaction.
Solution:
Aggregated Statistics: Display product category stats for quick, trustworthy insights.
Detailed Reviews: Retain a section for in-depth user feedback to maintain authenticity.
Encourage Reviews: Introduced incentives like points, offers, and follow-up emails to gather more reviews.
Visually Appealing Stats: Designed clear, engaging statistics for better user comprehension.
Review Section Enhancements
Problem:
Lack of Reviews: Sparse reviews, with occasional negative ones, deter potential buyers.
Perception Issue: Limited reviews made the site appear unvisited or untrusted.
Proposed Solution Concerns: Replacing reviews with statistics risked losing authenticity, trust, and user interaction.
Solution:
Aggregated Statistics: Display product category stats for quick, trustworthy insights.
Detailed Reviews: Retain a section for in-depth user feedback to maintain authenticity.
Encourage Reviews: Introduced incentives like points, offers, and follow-up emails to gather more reviews.
Visually Appealing Stats: Designed clear, engaging statistics for better user comprehension.
Before
Before
Before
After
After
After
delivery Section Enhancements
Problem:
Limited Delivery Information: Standard delivery did not meet the demand for faster options.
Operational Changes: Warehouse and OMS updates enabled Next Day Delivery (NDD) for selected metro areas.
User Frustration: Lack of clear delivery options led to drop-offs, especially for users in unknown locations.
Solution:
Tailored Delivery Section: Designed delivery options based on user location:
Metro City Users:
Before 11:45 AM: Next Day Delivery.
After 11:45 AM: Delivery Day After Tomorrow.
Non-Metro City Users: Standard delivery.
Unknown Location Users: Allowed pincode entry for delivery details or displayed estimated metro delivery times until entered.
delivery Section Enhancements
Problem:
Limited Delivery Information: Standard delivery did not meet the demand for faster options.
Operational Changes: Warehouse and OMS updates enabled Next Day Delivery (NDD) for selected metro areas.
User Frustration: Lack of clear delivery options led to drop-offs, especially for users in unknown locations.
Solution:
Tailored Delivery Section: Designed delivery options based on user location:
Metro City Users:
Before 11:45 AM: Next Day Delivery.
After 11:45 AM: Delivery Day After Tomorrow.
Non-Metro City Users: Standard delivery.
Unknown Location Users: Allowed pincode entry for delivery details or displayed estimated metro delivery times until entered.
delivery Section Enhancements
Problem:
Limited Delivery Information: Standard delivery did not meet the demand for faster options.
Operational Changes: Warehouse and OMS updates enabled Next Day Delivery (NDD) for selected metro areas.
User Frustration: Lack of clear delivery options led to drop-offs, especially for users in unknown locations.
Solution:
Tailored Delivery Section: Designed delivery options based on user location:
Metro City Users:
Before 11:45 AM: Next Day Delivery.
After 11:45 AM: Delivery Day After Tomorrow.
Non-Metro City Users: Standard delivery.
Unknown Location Users: Allowed pincode entry for delivery details or displayed estimated metro delivery times until entered.
BEFORE
BEFORE
BEFORE
AFTER
AFTER
AFTER
The PDP enhancements improved usability by simplifying access to reviews and delivery information, boosting user satisfaction and reducing cart abandonment. Encouraging user-generated content fostered trust, enhancing the overall shopping experience.
The PDP enhancements improved usability by simplifying access to reviews and delivery information, boosting user satisfaction and reducing cart abandonment. Encouraging user-generated content fostered trust, enhancing the overall shopping experience.
The PDP enhancements improved usability by simplifying access to reviews and delivery information, boosting user satisfaction and reducing cart abandonment. Encouraging user-generated content fostered trust, enhancing the overall shopping experience.
Mia Payment Flow Redesign
Mia Payment Flow Redesign
The checkout flow on Mia’s platform was overly complex, causing frustration and leading to high cart abandonment rates. The existing Razorpay payment integration presented technical challenges, hindering transaction reliability and user trust. Additionally, the lack of digital gold redemption options during checkout limited user engagement and satisfaction, further contributing to drop-offs.
The checkout flow on Mia’s platform was overly complex, causing frustration and leading to high cart abandonment rates. The existing Razorpay payment integration presented technical challenges, hindering transaction reliability and user trust. Additionally, the lack of digital gold redemption options during checkout limited user engagement and satisfaction, further contributing to drop-offs.
The checkout flow on Mia’s platform was overly complex, causing frustration and leading to high cart abandonment rates. The existing Razorpay payment integration presented technical challenges, hindering transaction reliability and user trust. Additionally, the lack of digital gold redemption options during checkout limited user engagement and satisfaction, further contributing to drop-offs.
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3
3
Analysis and Key Insights
A detailed analysis of user behavior and feedback identified several pain points:
Checkout Complexity: The process involved too many steps and unnecessary clicks, making it feel cumbersome and time-consuming for users.
Payment Integration Issues: The Razorpay integration faced technical glitches that affected transaction success rates, decreasing user confidence.
Limited User Engagement: The absence of an option to redeem digital gold during checkout discouraged users, reducing their overall engagement with the platform.
Analysis and Key Insights
A detailed analysis of user behavior and feedback identified several pain points:
Checkout Complexity: The process involved too many steps and unnecessary clicks, making it feel cumbersome and time-consuming for users.
Payment Integration Issues: The Razorpay integration faced technical glitches that affected transaction success rates, decreasing user confidence.
Limited User Engagement: The absence of an option to redeem digital gold during checkout discouraged users, reducing their overall engagement with the platform.
Analysis and Key Insights
A detailed analysis of user behavior and feedback identified several pain points:
Checkout Complexity: The process involved too many steps and unnecessary clicks, making it feel cumbersome and time-consuming for users.
Payment Integration Issues: The Razorpay integration faced technical glitches that affected transaction success rates, decreasing user confidence.
Limited User Engagement: The absence of an option to redeem digital gold during checkout discouraged users, reducing their overall engagement with the platform.
Proposed Solutions
To address these issues, the following solutions were proposed:
Streamlined Checkout Flow: The number of steps was minimized, eliminating unnecessary actions and making the process quicker and more intuitive.
Juspay Integration: Transitioning from Razorpay to Juspay provided a more reliable and seamless payment experience for users.
Digital Gold Redemption: The integration of digital gold redemption during checkout enhanced user satisfaction and engagement, offering more value during the transaction process.
Proposed Solutions
To address these issues, the following solutions were proposed:
Streamlined Checkout Flow: The number of steps was minimized, eliminating unnecessary actions and making the process quicker and more intuitive.
Juspay Integration: Transitioning from Razorpay to Juspay provided a more reliable and seamless payment experience for users.
Digital Gold Redemption: The integration of digital gold redemption during checkout enhanced user satisfaction and engagement, offering more value during the transaction process.
Proposed Solutions
To address these issues, the following solutions were proposed:
Streamlined Checkout Flow: The number of steps was minimized, eliminating unnecessary actions and making the process quicker and more intuitive.
Juspay Integration: Transitioning from Razorpay to Juspay provided a more reliable and seamless payment experience for users.
Digital Gold Redemption: The integration of digital gold redemption during checkout enhanced user satisfaction and engagement, offering more value during the transaction process.
Implementation and Screens
The revised checkout flow focused on optimizing speed and user experience. Key changes included the elimination of confusing or redundant steps—such as multiple gift card and loyalty point application stages—and consolidating payment options to ensure a quicker, smoother process. This streamlined flow reduced friction and led to fewer drop-offs during checkout, increasing overall conversion rates. The new UI design was crafted with the brand guidelines in mind, ensuring a cohesive and visually appealing experience that was aligned with the brand's identity. This enhancement enriched the overall user experience, making it more engaging and consistent with the platform's branding.
Implementation and Screens
The revised checkout flow focused on optimizing speed and user experience. Key changes included the elimination of confusing or redundant steps—such as multiple gift card and loyalty point application stages—and consolidating payment options to ensure a quicker, smoother process. This streamlined flow reduced friction and led to fewer drop-offs during checkout, increasing overall conversion rates. The new UI design was crafted with the brand guidelines in mind, ensuring a cohesive and visually appealing experience that was aligned with the brand's identity. This enhancement enriched the overall user experience, making it more engaging and consistent with the platform's branding.
Implementation and Screens
The revised checkout flow focused on optimizing speed and user experience. Key changes included the elimination of confusing or redundant steps—such as multiple gift card and loyalty point application stages—and consolidating payment options to ensure a quicker, smoother process. This streamlined flow reduced friction and led to fewer drop-offs during checkout, increasing overall conversion rates. The new UI design was crafted with the brand guidelines in mind, ensuring a cohesive and visually appealing experience that was aligned with the brand's identity. This enhancement enriched the overall user experience, making it more engaging and consistent with the platform's branding.
BEFORE
BEFORE
BEFORE
WIREFRAME
WIREFRAME
WIREFRAME
AFTER
AFTER
AFTER
These updates resulted in a more efficient and user-friendly checkout experience, addressing critical pain points and significantly improving user engagement, satisfaction, and transaction completion rates.
These updates resulted in a more efficient and user-friendly checkout experience, addressing critical pain points and significantly improving user engagement, satisfaction, and transaction completion rates.
These updates resulted in a more efficient and user-friendly checkout experience, addressing critical pain points and significantly improving user engagement, satisfaction, and transaction completion rates.
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