MIA BY TANISHQ

MIA BY TANISHQ

MIA BY TANISHQ

mobile app product discovery revamp

mobile app product discovery revamp

Improving how customers discover, review & manage their jewellery browsing within the MiaByTanishq ecosystem.

Improving how customers discover, review & manage their jewellery browsing within the MiaByTanishq ecosystem.

Improving how customers discover, review & manage their jewellery browsing within the MiaByTanishq ecosystem.

Design Scalability

Design Scalability

Design Scalability

Atomic Methodology

Atomic Methodology

Atomic Methodology

Component Library

Component Library

Component Library

DISCOVERY
DISCOVERY
DISCOVERY

FIRST IMPRESSION HAS A LASTING IMPRESSION... Every page used the same hero layout, a category grid at the top, making the app feel repetitive and limiting how users could engage with the catalogue.

FIRST IMPRESSION HAS A LASTING IMPRESSION... Every page used the same hero layout, a category grid at the top, making the app feel repetitive and limiting how users could engage with the catalogue.

FIRST IMPRESSION HAS A LASTING IMPRESSION... Every page used the same hero layout, a category grid at the top, making the app feel repetitive and limiting how users could engage with the catalogue.

App diagnostic and competitor analysis:

App diagnostic and competitor analysis:

App diagnostic and competitor analysis:

Audited the existing app against direct competitors, audience-favourite apps, and other indian apps to identify structural and visual gaps.

Audited the existing app against direct competitors, audience-favourite apps, and other indian apps to identify structural and visual gaps.

Audited the existing app against direct competitors, audience-favourite apps, and other indian apps to identify structural and visual gaps.

In-store Contextual Inquiry:

In-store Contextual Inquiry:

In-store Contextual Inquiry:

Visited two Mia stores in Indiranagar, Bangalore. Spoke with store staff to understand how customers discover and decide.

Visited two Mia stores in Indiranagar, Bangalore. Spoke with store staff to understand how customers discover and decide.

Visited two Mia stores in Indiranagar, Bangalore. Spoke with store staff to understand how customers discover and decide.

Google Analytics 4:

Google Analytics 4:

Google Analytics 4:

Found that 80% of app users arrived directly from Mia's Instagram.

Found that 80% of app users arrived directly from Mia's Instagram.

Found that 80% of app users arrived directly from Mia's Instagram.

CHALLENGE
CHALLENGE
CHALLENGE

How might we create a discovery experience that feels as intuitive as browsing in-store & on brand's socials?

How might we create a discovery experience that feels as intuitive as browsing in-store & on brand's socials?

HOW WERE USERS AFFECTED... The app did not lack content, it lacked structure. Users had no guided path from arrival to purchase, and the visual language felt disconnected from every other touchpoint of the brand.

HOW WERE USERS AFFECTED... The app did not lack content, it lacked structure. Users had no guided path from arrival to purchase, and the visual language felt disconnected from every other touchpoint of the brand.

HOW WERE USERS AFFECTED... The app did not lack content, it lacked structure. Users had no guided path from arrival to purchase, and the visual language felt disconnected from every other touchpoint of the brand.

HOW WERE USERS AFFECTED... The app did not lack content, it lacked structure. Users had no guided path from arrival to purchase, and the visual language felt disconnected from every other touchpoint of the brand.

HOW WERE USERS AFFECTED... The app did not lack content, it lacked structure. Users had no guided path from arrival to purchase, and the visual language felt disconnected from every other touchpoint of the brand.

HOW WERE USERS AFFECTED... The app did not lack content, it lacked structure. Users had no guided path from arrival to purchase, and the visual language felt disconnected from every other touchpoint of the brand.

The brief: redesign the navigation, home page, categories page, and product listing page (PLP), to be released across multiple sprints.

ARTICULATION/ JOBS TO BE DONE
ARTICULATION/ JOBS TO BE DONE
ARTICULATION/ JOBS TO BE DONE

WHAT WAS BROKEN

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USER WANTS TO

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SO THEY CAN

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How might we create a discovery experience that feels as intuitive as browsing in-store & on brand's socials?

How might we create a discovery experience that feels as intuitive as browsing in-store & on brand's socials?

SYNTHESIS
SYNTHESIS
SYNTHESIS

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RESULTS
RESULTS

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Live

Navigation bar already shipped in first release

4 weeks

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design system

Design system built for long-term consistency

Special thanks to Ajay Maurya, Shaunak Chitgopkar, Piyush Biswal, Sushanth Kumar, Mohit Rodeja, Shyamala Ramanan and Mia Team