USTRAA X VLCC CL
VLCC, a prominent wellness and beauty brand, acquired USTRAA, a leading men's grooming brand. With the acquisition, VLCC introduced a new premium product range, VLCC Clinic, focusing on high-science skincare and grooming solutions. The project aimed to develop a cohesive e-commerce platform that maintained the successful elements of USTRAA's UX while integrating the premium aesthetics of VLCC Clinic.
Design Challenges
Creating a Unified Design Library: Develop a design library that serves both USTRAA and VLCC Clinic, ensuring consistency and efficiency.
Implementing Post-Order Retention Strategies: Design features to enhance customer retention post-purchase.
Addressing Cart and Browse Abandonment: Develop strategies to re-engage users who abandon their carts or browse without purchasing.
Enhancing Referral Program: Create a refer and earn feature to leverage user networks for increased engagement and sales.
Ongoing Improvement: Continuously improve the design and features based on user feedback and data analysis.
1. Creating a Unified Design Library
Objective: Ensure design consistency and efficiency across USTRAA and VLCC Clinic.
Defining Color Palettes:
Primary and Secondary Colors: For both USTRAA and VLCC Clinic, distinct color palettes were established to maintain brand identity while ensuring visual harmony across both platforms.
USTRAA Colors: Bold and masculine hues to reflect the brand’s identity.
VLCC Clinic Colors: Softer, premium shades to convey a high-end feel.
Figma Variables: Utilized Figma's variable feature to create two modes for primary and secondary colors, enabling easy switching between the USTRAA and VLCC Clinic color schemes.
Two Text Style Libraries: Created separate libraries for USTRAA and VLCC Clinic to accommodate different fonts and typographic styles.
USTRAA Typography: Strong, modern fonts to match the brand’s bold image.
VLCC Clinic Typography: Elegant, refined fonts to align with the premium product range.
Configurable Text Styles: Ensured that typography could be easily adjusted to fit both brands, providing flexibility and consistency.
Configurable Components, Icons, and Imagery
Component Reusability & Design Consistency:
Component Reusability: To streamline the design process and ensure consistency, I developed configurable components in Figma that could easily be tailored to suit both USTRAA and VLCC Clinic’s design needs. These included essential UI elements like buttons, forms, modals, and cards.
Efficiency: This reusability across platforms significantly reduced development and design time.
Design Consistency: By using the same core components, I maintained a cohesive user experience across both platforms, ensuring a familiar interaction pattern for users, regardless of which brand’s platform they were on.
Icons and Imagery:
In addition to the reusable components, I paid close attention to selecting icons and imagery that aligned with each brand’s identity.
USTRAA: Bold, straightforward icons and Focused on rugged, dynamic visuals that appeal to the masculine audience and reflect the masculinity and no-nonsense attitude of the brand.
VLCC Clinic: Sleek, sophisticated icons with polished and luxurious images to emphasize the premium, high-science nature of the VLCC Clinic range.
2. Post-Order Retention Strategies
Objective: Encourage additional purchases shortly after a customer receives their order & Re-engage inactive customers.
After Delivery Limited Time Offer
Personalized Recommendations: Offer related products based on the customer's recent purchase.
Time-Limited Offers: Exclusive discounts available for a limited time post-delivery.
Multi-Channel Communication: Use emails, SMS, WhatsApp, and app push notifications.
Express Checkout for Inactive Customers
Curated Product List: Based on the customer's past purchases.
Exclusive Offers: Incentives to encourage quick purchases.
Simplified Checkout Process: Direct link to an express checkout page.
Multi-Channel Communication: Emails, SMS, WhatsApp, and app push notifications.
3. Addressing Cart and Browse Abandonment
Objective: Re-engage users who browse products or adds to their cart but do not complete the purchase.
Cart Abandonment
Personalized Communication: Series of quirky emails, SMS, WhatsApp messages, and push notifications.
Direct Link to Cart: Allow users to quickly resume their purchase.
Exclusive Offers: Incentivize users to complete their purchase.
Browse Abandonment
Personalized Communication: Quirky emails, SMS, WhatsApp messages, and push notifications.
Landing Page with Recommendations: Recently viewed and related products.
Exclusive Offers: Special discounts on the landing page.
4. Refer and Earn Feature
Objective: Leverage user networks for increased engagement and sales.
Referral Mechanism: Users share a video or image from a landing page featuring the most liked content from Instagram.
Incentives: Referrers earn real money in their bank account (linked via UPI) when a referred user places their first successful order.
Conclusion
The comprehensive design and implementation of these features significantly enhanced user engagement, retention, and satisfaction for USTRAA + VLCC Clinic. By addressing cart and browse abandonment, introducing effective post-order retention strategies, and leveraging user networks through the referral program, we achieved notable improvements in sales and customer loyalty.
Key Takeaways:
Personalization: Tailored communication and offers enhance user experience.
Engagement: Quirky and engaging language captures attention.
Incentives: Rewards and discounts encourage repeat purchases and referrals.
Multi-Channel Approach: Ensures higher reach and engagement across user touchpoints.