Star content for vitamins and supplements
Star content for vitamins and supplements
Sep 2023
Impact
Impact
Time spend increased by 114%
Increase in GMV : yet to measure
Time spend increased by 114%
Increase in GMV : yet to measure
Team
Team
PM - Shubham Shrivastva
PD- Akshay Mehta
Research - Aradhya Verma
Role
Role
Product Design Lead: Prototyping, User Flows, Product Strategy, visual design
Objective 🎯
Objective 🎯
The current Vitamin & Nutrition product and description pages that we see for Vitamins & Nutrients has basic content. (Seeing other e-commerce players, we want to enrich the content in a consumable way (easy to scan, read).
The current Vitamin & Nutrition product and description pages that we see for Vitamins & Nutrients has basic content. (Seeing other e-commerce players, we want to enrich the content in a consumable way (easy to scan, read).
The problem statement came when were proposed this hypothesis :
The problem statement came when were proposed this hypothesis :
Our current OTC products related to Vitamins and Minerals have limited content and not-so-consumable content which does not get a lot of user attention and trust, hence their conversion can be improvised if we work on these factors.
Our current OTC products related to Vitamins and Minerals have limited content and not-so-consumable content which does not get a lot of user attention and trust, hence their conversion can be improvised if we work on these factors.
Why Vitamins & Minerals ❓
Why Vitamins & Minerals ❓
Vitamins & Minerals is the 2nd biggest product category sold on 1mg (after Rx products)
‘Vitamins & Minerals' is an exploratory category - where user want to educate herself/himself with the ingredients/nutritional facts/do’s & dont’s assocaited with the product
There has been a lot of development in this space - as the category is growing rapidly with more & more users getting used to buying multivitamins from B2C & e-commerce platforms
Vitamins & Minerals is the 2nd biggest product category sold on 1mg (after Rx products)
‘Vitamins & Minerals' is an exploratory category - where user want to educate herself/himself with the ingredients/nutritional facts/do’s & dont’s assocaited with the product
There has been a lot of development in this space - as the category is growing rapidly with more & more users getting used to buying multivitamins from B2C & e-commerce platforms
Problems with the current content 🔍
Problems with the current content 🔍
Unstructured (single text fields that lists all the attributes)
Unstructured (single text fields that lists all the attributes)
Limited fields (same brands on Amazon display a lot of information and story-telling)
Limited fields (same brands on Amazon display a lot of information and story-telling)
Textual content in a single paragraph
Textual content in a single paragraph
Limited scalability when it comes to managing content for Lakhs of SKUs
Limited scalability when it comes to managing content for Lakhs of SKUs
Analysis so far 🤔
Analysis so far 🤔
Total ~6.7k SKUs were brought in May
Top selling SKUs include Zincovit, Orofer, Depura, TATA 1mg Multivitamin, Tata 1mg Salmon Omega 3 Fish Oil Capsule, Revital, Shelcal, Optimum Nutrition
157 UDPs related to Vitamin and Minerals are visited on daily basis by 8k users
More than 75% of people search for brand-related keywords vs an exploratory search term
Total ~6.7k SKUs were brought in May
Top selling SKUs include Zincovit, Orofer, Depura, TATA 1mg Multivitamin, Tata 1mg Salmon Omega 3 Fish Oil Capsule, Revital, Shelcal, Optimum Nutrition
157 UDPs related to Vitamin and Minerals are visited on daily basis by 8k users
More than 75% of people search for brand-related keywords vs an exploratory search term
Top ~100 SKUs drive 50% GMV
Competition Analysis 🆚
Competition Analysis
To know what kind of content can affect users' buying behavior when it comes to vitamin or mineral supplements, we analysed some market place and D2C brand.
in our competitive analysis. W jotted down their PDP sections and key takeways from them.
To know what kind of content can affect users' buying behavior when it comes to vitamin or mineral supplements, we analysed some market place and D2C brand.
in our competitive analysis. W jotted down their PDP sections and key takeways from them.
User interview 💬
User interview 💬
Now that we have data and some insights from competitive anlayais, we tried reaching out to user to know buying behvouour of vitmains and suppliments.
Now that we have data and some insights from competitive anlayais, we tried reaching out to user to know buying behvouour of vitmains and suppliments.
Insights
Out of 7 users, 87.5% users (i.e. 6) scrolled the product images displayed on the top
Out of 7 users, 87.5% users (i.e. 6) scrolled the product images displayed on the top
An infographic about what are the benefits and sometimes the why to use (symptoms based) were useful
An infographic about what are the benefits and sometimes the why to use (symptoms based) were useful
They were more interested to look at the product specification/ingredients.
They were more interested to look at the product specification/ingredients.
All the users were then focused to look at the price and the quantity
All the users were then focused to look at the price and the quantity
They were looking for the benefits & uses of the product
They were looking for the benefits & uses of the product
Key ingredients was something that they were hooked on
Key ingredients was something that they were hooked on
Side effects and precautions was an important section
Side effects and precautions was an important section
People sometimes prefer to buy from the local pharmacy as they trust them for the product even if its a substitute
People sometimes prefer to buy from the local pharmacy as they trust them for the product even if its a substitute
Defining the scope 🧭
Defining the scope 🧭
After delving into the numbers and user interview, we saw that there are lot of scope to work on. In the given time we can only pick certain attributes. After lot of brainstorm we decided to break it down into two phases
After delving into the numbers and user interview, we saw that there are lot of scope to work on. In the given time we can only pick certain attributes. After lot of brainstorm we decided to break it down into two phases
First Phase
MVP
MVP
Adding a “From the Manufacturer” section where brand can talk about its story and range of products. Thus, creating consumer end section and admin side portal which brands can use.
Adding a “From the Manufacturer” section where brand can talk about its story and range of products. Thus, creating consumer end section and admin side portal which brands can use.
Next Phase
Rest of the other attributes will be added in phase 2
Next Phase
Rest of the other attributes will be added in phase 2
Approaching the solution ➡️
Approaching the solution ➡️
As we observed in competitive analysis, the "from the manufacturer" section used on Amazon and other brands was too scattered, lacking proper guidelines. Without proper guidelines, the effort and bandwidth required of a quality checker also increase, leading to rework by the brand.
We sought something that would fit our design language and could scale in the future (i.e., our next phase). Additionally, we aimed to reduce the effort per image needed to add an image to the portal. With this in mind, we came up with a term called "Module."
As we observed in competitive analysis, the "from the manufacturer" section used on Amazon and other brands was too scattered, lacking proper guidelines. Without proper guidelines, the effort and bandwidth required of a quality checker also increase, leading to rework by the brand.
We sought something that would fit our design language and could scale in the future (i.e., our next phase). Additionally, we aimed to reduce the effort per image needed to add an image to the portal. With this in mind, we came up with a term called "Module."
Modules
Modules are sets of sections where brands can add content and images specific to their usage.
For example, if a brand wants to introduce their brand or product to users, they can use the "Introduction" module. Similarly, we created modules for image + text, image-only, video, and USP/ingredients. This direction allows us to enrich specific modules over time, with brands choosing modules as per their needs.
Modules
Modules are sets of sections where brands can add content and images specific to their usage.
For example, if a brand wants to introduce their brand or product to users, they can use the "Introduction" module. Similarly, we created modules for image + text, image-only, video, and USP/ingredients. This direction allows us to enrich specific modules over time, with brands choosing modules as per their needs.
Modules set
Modules set
How module will reduce effort and ensure design consistency?
We provided a basic set of guidelines on how to use the modules. This enables brands to think in the right direction, resulting in less effort for creating images and fewer quality checker interventions.
Moreover, this approach ensures a consistent design across different product pages. Let's examine how modules look and function:
We provided a basic set of guidelines on how to use the modules. This enables brands to think in the right direction, resulting in less effort for creating images and fewer quality checker interventions.
Moreover, this approach ensures a consistent design across different product pages. Let's examine how modules look and function:
Modules 🧩
Modules 🧩
In the first phase we made total 7 modules to launch MVP and do A/B experiment.
In the first phase we made total 7 modules to launch MVP and do A/B experiment.
After giving the guidelines to the internal team first, the category team created a few assets for our white label products to see how they would turn out. We published some of them on certain SKUs to run a trial test. After the trial, we sent these guidelines to some selected brands to create assets for their published SKUs.
This is what the new section looks like when it's published. And we named this project as "Star content". For users this section will be called as" Hear from brand"
After giving the guidelines to the internal team first, the category team created a few assets for our white label products to see how they would turn out. We published some of them on certain SKUs to run a trial test. After the trial, we sent these guidelines to some selected brands to create assets for their published SKUs.
This is what the new section looks like when it's published. And we named this project as "Star content". For users this section will be called as" Hear from brand"
Guidelines 📋
We designed a comprehensive guideline for brands to obtain initial assets and run our A/B experiments. The guideline was made to provide direction for brands without imposing excessive constraints, yet ensuring a consistent design that aligns with our design language. This will also guarantee uniformity in design across different products for the same brand.
