<aside> 👤 Sujoy Datta Product @Hike Messenger Linkedin, Email
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This document is aimed at deconstructing the popular Meesho mobile app and closely analyzing its user interface (UI) and user experience (UX) features. The primary objective of this task is to identify areas that need improvement and propose effective solutions to enhance the overall user experience while using the app. By conducting a detailed analysis of the app's features and functionality, we aim to suggest changes that can help the app meet the needs of its users more effectively. We will be examining each section of the app, from the homepage to the checkout process, and evaluating each feature's effectiveness and user-friendliness. Our goal is to deliver a comprehensive report that provides valuable insights into the app's current performance, highlights areas that need improvement, and proposes actionable recommendations for enhancing the app's overall functionality and user experience.
<aside> 💡 About Meesho
Meesho is an Indian social commerce platform that enables small businesses and individuals to sell products via social media platforms like WhatsApp, Facebook, and Instagram. It provides a range of products across categories such as fashion, beauty, home and kitchen, and electronics.
Meesho's unique business model allows resellers to earn money by selling products directly to customers without having to maintain any inventory or invest any capital upfront.
The company also provides logistical support and payment processing services to resellers.
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<aside> 💡 North Star Metric or Goal Increasing the order per reseller/seller(monthly/weekly) 💹
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Meesho’s App Store preview
<aside> 👩🏽 Name: Priya
Age: 35
Occupation: Housewife and small business owner
Location: Bangalore, India
Background: Priya is a stay-at-home mom who also runs a small business selling handmade jewellery from home. She has a creative side and enjoys crafting unique pieces that she sells online and through word-of-mouth. However, Priya struggles with the business aspect of running her business, such as managing inventory, pricing, and marketing.
Goals: Priya's main goal is to grow her business and increase her sales. She wants to expand her product line and reach a larger audience, but she is unsure of how to do so. Priya is also interested in learning more about digital marketing and social media to help promote her business.
Pain Points: Priya finds it difficult to manage her inventory and pricing, and she often struggles to find customers for her products. She also finds it challenging to keep up with the latest trends and stay competitive in the market.
How Meesho can help: Meesho can provide Priya with a platform to sell her products online and reach a larger audience. Meesho's user-friendly interface and customer support can help her manage her inventory and pricing. Meesho can also offer guidance and support in digital marketing and social media to help Priya promote her business effectively. Additionally, Meesho's network of sellers can provide Priya with valuable insights and advice on the latest trends in the market.
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<aside> 👱🏽♀️ Name: Rajeshwari
Age: 28
Occupation: Shop Owner
Location: Chennai, India
Background: Rajeshwari owns a small retail store in a local market in Chennai. She has been running the store for the past five years and has a loyal customer base. However, she wants to expand her business and increase her profits. Rajeshwari is aware of the potential of online marketplaces, but she doesn't have the knowledge or resources to set up an online store.
Goals: Rajeshwari's primary goal is to expand her business by reaching out to a larger customer base. She wants to establish an online presence for her store to increase her sales and grow her business. She also wants to learn more about the latest trends and products in her industry.
Pain Points: Rajeshwari finds it challenging to find the time and resources to set up an online store. She is also hesitant to invest in online platforms due to her limited knowledge and experience. Rajeshwari struggles to keep up with the latest trends in her industry.
How Meesho can help: Meesho can provide Rajeshwari with a hassle-free platform to set up an online store for her business. Meesho's user-friendly interface and customer support can guide her through the process of setting up and managing inventory. Meesho can also offer valuable insights into the latest trends and products in her industry. Additionally, Meesho's network of sellers can provide Rajeshwari with a supportive community of like-minded entrepreneurs who can offer advice.
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| Onboarding to setting up their store and ready to create a seller account on Meesho | Product Discovery | Product Selection | Shareability | Placing and posting order | |
|---|---|---|---|---|---|
| 😄 | Very easy to find products for re-selling ✅ | Meesho offers Priya & Rajeshwari various marketing tools to promote her products, such as creating product catalogues and sharing them on social media. | |||
| Priya & Rajeshwari also receives orders from customers on the app, and they can manage them easily through the app. | |||||
| Meesho provides Priya & Rajeshwari with regular updates on her sales and earnings, allowing her to track the performance of her store and products. | |||||
| ——————————————————- | |||||
| 😐 | 1. There is no nudge to sign up initially, the users can explore the app without signing up. Before the store is set up, they are asked to create an account. A new user is not very familiar with this UX. |
Rajeshwari receives an order for one of her products on the Meesho app. She checks the order details and confirms the availability of the product in her inventory. Rajeshwari packs the product and generates a shipping label through the Meesho app. She hands over the product to the courier partner who picks it up for delivery to the customer. |
| Step | Problem (Underlying) | UX enhancement | Priority |
|---|---|---|---|
| **Onboarding for resellers | |||
| (Customer onboarding is easy and intuitive)** |
The option of signing in with Whatsapp makes it really quick. | For new users like Priya and Rajeshwari, reselling through apps can be a foreign experience, as the lack of a step-by-step explanation of the reselling process can cause confusion.
Meesho's user interface is designed to match those of standard e-commerce apps, providing users with a non-intuitive experience for their reselling niche.
Moreover, a significant proportion of Meesho's resellers are adults who may not possess extensive technical knowledge, especially in India.
As an end user, I could not find the reselling option intuitively in the Meesho app. | Meesho should offer a user-friendly platform with clear and concise guidance, ensuring that all resellers can easily navigate and succeed in the reselling process.
This will lead to:
Poor organization and unclear categorization of products may lead to difficulties in locating desired products or identifying which categories products should be listed under. If users find it challenging to browse the products, they may become frustrated and less likely to continue using the Meesho platform. | To mitigate this problem, Meesho may need to assess its product categorization and organization methods to ensure they are user-friendly and intuitive. Improvements could include implementing more efficient search and filtering options, simplifying product categorization, and making product selection more visible and accessible. By addressing these issues, Meesho could enhance the user experience, boost customer satisfaction, and improve the overall usability of the app for its users.
Simplify the category structure: Reducing the number of categories can help users find what they're looking for more quickly. Group related products into broader categories to create a more straightforward and intuitive user experience.
Optimize product descriptions and titles: Ensure that product descriptions and titles are clear, concise, and accurately reflect the product. This can help eliminate confusion and make it easier for users to identify the product they're looking for.
Use special iconography for most conversions and ratings of the products. | P1 🔴 | | Sharing with other people | From a technical perspective, both images and descriptions play a critical role in driving sales for e-commerce platforms. Neglecting to include either one of these elements can negatively impact the user experience and lead to lost sales opportunities.
While sending product images is a more straightforward process, providing clear and informative product descriptions can be challenging. 2. Users may forget to input descriptions or may lose them if they close the app before submitting their listing.
In the case of Meesho, the platform does not provide an option to automatically include product details when sharing a product with friends or when attempting to resell an item.
This limitation can make it challenging for users to effectively promote their listings and convey important product information to potential customers. | To address this issue, Meesho could consider adding functionality to automatically include product descriptions and details when sharing listings or reselling products. This would help to ensure that users have all of the necessary information to effectively market their products and close more deals. Additionally, Meesho could provide users with clear guidance on how to input and save product descriptions within the app, reducing the likelihood of lost information and improving the overall user experience. | P2 🔵 | | Post-order lifecycle completion | The phenomenon of reduced user engagement is often observed when users are not provided with instantaneous gratification and are unable to perceive tangible progress. This is primarily due to the fact that the absence of immediate feedback, positive reinforcement, and measurable outcomes undermines the user's intrinsic motivation and hinders their desire to engage with the system.
As a consequence, users may exhibit a lower level of interest, participation, and commitment towards the system, resulting in decreased user engagement. ———————————————————————————- Meesho has an active gamification that enables resellers to earn more with Meesho. With this Program, they earn a percentage Bonus amount every week as per some slabs
However, the user is not nudged to perform the action items to earn reward points and provide Meesho with more business. | Therefore, it is essential to design systems that offer immediate feedback, progress-tracking mechanisms, and incentives to foster user engagement and motivation.
Solution: Rewards and hourly counters The plan suggests that users will be granted credits based on the number of products they share within an hour. If a user shares five or more products within an hour, they will be granted five credits. However, if they share less than five products, no credits will be granted.
The onboarding process for Meesho can be confusing for new users, as there is no clear step-by-step explanation of the reselling process. Additionally, some users find it difficult to locate the reselling option within the app.
For new users like Priya and Rajeshwari, reselling through apps can be a foreign experience, as the lack of a step-by-step explanation of the reselling process can cause confusion.
Improper sorting and categorisation for clustering. Items with a higher rating(5) are below items with a lower rating of 4.7.
No nudge or reinforcement to win lottery rewards at app checkpoints.