Unlocking beauty alongside groceries on Big Basket: A UX-driven approach to boost beauty purchase on BBNow
Big Basket, India’s leading online grocery store, has a vast product catalog. They excel at delivering fresh produce faster than you can chew “stale paneer,” but their beauty section wasn’t achieving the same level of success. Only 7% of users explored the beauty aisle, leaving Big Basket with a significant question: how can they encourage more users to purchase beauty products on their platform?
Unlike groceries, where “grab and go” might be the motto, beauty purchases demanded more. Users craved the ability to experiment, see the product in action, and feel confident in their choices. Here’s where I, a UX designer, stepped in.
Why This Problem?
The problem resonated with me for two reasons: the frustrated user, and the marketer in me.
- The online beauty shopping struggle —Fear of “rosy glow blush” actually translating to a “clown at a birthday party” is real.
- My marketing experience — I have worked with a leading beauty e-commerce in India, Purplle. I wasn’t just crafting catchy ad copies — I was analyzing mountains of advertising data to understand what made users click “buy.”
Combining my marketing experience with UX design, I unlock the secrets to Big Basket’s glam revolution!
Understanding the disconnect
To crack this beauty code, I conducted user research.
- Low awareness — A large majority (76.5%) of people are unaware that Big Basket offers beauty products on their instant delivery app.
2. Lack of Tactile Experience — Customers cannot physically touch, test, or experience the beauty products before purchasing online. This can lead to hesitation and uncertainty about product suitability.
3. Return Policy in the Shadows — A significant portion of users (20.6% said no and 41% said maybe) expressed hesitation due to concerns about limited return options, especially since the policy isn’t well-communicated through out the purchase process.
4. Is Virtual Try-On the Key? — The survey reveals a positive but potentially skewed outlook on virtual try-on technology. Since a majority are young generation who took the survey, their awareness of AR might be higher than the overall Big Basket user base, which likely includes a wider age range. This highlights the importance of further research to understand AR adoption across all user demographics who utilize instant delivery apps.
5. The Beauty Battleground — The survey reveals an interesting dynamic in beauty product purchasing habits. A significant portion (52% ) indicated their choice depends on the product and urgency. This highlights an opportunity for Big Basket to capture this flexible user base by offering a compelling beauty section that caters to both planned purchases and last-minute needs.
Understanding Our Beauty Users: Beyond the Numbers
While the survey data provides valuable insights, it’s crucial to delve deeper and understand the user base on a more personal level. Here, we’ll explore user base considerations and assumptions that will guide our design solutions for Big Basket’s beauty section.
- Diverse User Demographics: Big Basket caters to a wide range of ages, considering it’s a grocery delivery app as well. The experience needs to be user-friendly and accessible for users with varying levels of tech-savviness.
- Camera Quality Spectrum: Not all users in India will be using high-end smartphones with top-tier cameras. The AR experience should be optimized to function well on a range of camera qualities to ensure a positive experience for all users.
- Instant Repurchase Focus: For the instant delivery aspect of Big Basket, users might use the app to repurchase familiar beauty products they already use and trust as they want less decision making time.
- Price Sensitivity: More expensive beauty products might require longer decision-making time. Longer decision-making time for expensive beauty products can create a conflict with the instant delivery aspect of Big Basket.
- Skincare Focus: Skincare products, as daily essentials, might be a more prominent purchase category compared to makeup.
By keeping these user-centric considerations at the forefront, we can design a solution that truly resonates with the Big Basket audience and transforms the beauty section.
A Look at Big Basket’s Current Screens
Having taken a deep dive into Big Basket’s app, it’s existing beauty section provides a foundational structure. However, I identified some key areas for optimization that could significantly elevate the user experience.
By addressing these minor design considerations and focusing on user survey solutions, Big Basket can unlock the full potential of its beauty section. Let’s checkout the design solutions.
Design & UX Solutions
Having analyzed the current Big Basket app, let’s delve into design solutions focusing on three major user flows:
- Browsing the beauty category section
- Exploring product pages
- Navigating the cart and checkout process
1. Browsing Beauty Category Section
By combining these elements, the revamped beauty category section fosters a more engaging and informative browsing experience, ultimately leading to increased user satisfaction and purchase confidence.
2. Exploring Product Pages
Imagine trying on a lipstick before you buy it, or knowing how a new moisturizer feels on the skin — all from the comfort of your couch. Big Basket’s revamped beauty section brings this vision to life with its innovative product pages.
Non-Makeup Product Page —
For skincare, haircare, and other non-makeup products, the focus is on trust and informed decisions. High-quality product images showcase every detail, while captivating influencer videos bring the product to life. Watch beauty experts demonstrate the product’s benefits and get inspired by their tips and tricks.
The detailed product descriptions and influencer content empower users to make informed choices, while the user-generated content section fosters a sense of community and real-world product insights.
Makeup Product Page —
Big Basket’s product pages for makeup unlock exciting world of AR Try-On. Virtual makeup try-on by Augmented Reality (AR) technology, is revolutionizing the beauty shopping experience. However, there are some interesting user insights to consider —
- Awareness Gap: In my short survey a significant portion of users (43%) haven’t encountered AR makeup try-on yet.
- Accuracy Matters: Lighting variations, skin texture differences, and the absence of base makeup in AR simulations can affect the final result.
- Investment Considerations: Partnering with existing AR providers can be a cost-effective way to test the waters and gauge user interest before making a substantial investment in in-house development. Companies like https://www.perfectcorp.com/business provides highly-advanced custom AR Try On services for brands.
To ensure a smooth transition into the world of AR Try-On, Big Basket’s product pages should first prioritize —
- Detailed Product Descriptions: Comprehensive descriptions delve into product textures, finishes, and benefits. This empowers users to choose the right products based on their individual needs and preferences.
- High-Quality Visuals: High-resolution product images and video tutorials showcasing makeup application on diverse models bridge the gap between the virtual and reality. Users can visualize how the products might look on their own skin tones.
- Customer Reviews & Photos: Should encourage customers to leave reviews and photos featuring Big Basket’s beauty products.
Now, armed with this knowledge, let’s explore the makeup product page —
We’ve explored the exciting realm of AR Try-On, allowing you to virtually experiment with makeup before committing. But the beauty journey doesn’t end there. Take a step beyond the virtual and dive into the Influencer Picks section, where social media stars come alive!
The Power of Influencers:
The world of social media has become a vibrant hub for beauty trends and expert advice. Influencers are no longer just personalities; they’re trusted guides who share their knowledge and passion for makeup. Here at Big Basket, leveraging this powerful trend to connect with the users was important.
Imagine watching a captivating full-screen video showcasing the very product you’re interested in, but instead of a virtual application, you see a real influencer bring it to life. Witness the product’s full potential as beauty experts demonstrate its application and styling techniques.
Adding these stunning makeup products to your cart is just a click away! Big Basket’s streamlined checkout process ensures a smooth transition from browsing to final purchase.
3. Navigating the cart and checkout process
The cart + checkout page in Big Basket is a two page checkout process. However, a single-page checkout experience can be prioritized, especially for Big Basket Now (BBNOW) that focus on quick delivery.
This approach eliminates the need to navigate between multiple pages, minimizing the chance of cart abandonment during checkout. While a two-page checkout might offer benefits for extensive list of grocery orders typically seen on the main Big Basket platform (offers larger discounts), BBNOW’s streamlined selection and focus on speed make a single-page process ideal.
A Glimpse into the Future
The beauty journey can be made more delightful and personalized. Here’s what can be done and experimented in the future.
- Personalized Beauty Recommendations: Leveraging the power of AI and machine learning, a system that recommends personalized beauty products based on skin type, preferences, and purchase history.
- Augmented Reality Makeovers: Take AR Try-On to the next level! Experiment with different makeup looks virtually, not just one product, but with the entire collection of makeup.
- Gamification & Rewards: Earn points for purchases, reviews, and social media interactions. Redeem these points for exciting beauty rewards and discounts.
- Sustainability Initiatives: Understanding the importance of eco-conscious beauty choices, partnerships with sustainable and cruelty-free beauty brands can be initiated.
Learnings and takeaways
Big Basket Beauty’s journey towards a seamless shopping experience has yielded valuable lessons for future iterations. Here are some key takeaway.
- Iterating & testing with real people could have made the design solutions even better.
- The survey helped a lot, but it would have been much more accurate and user centric if the survey size was larger.
End
From captivating influencer videos to seamless checkout, Big Basket’s beauty section has been meticulously crafted to elevate the shopping journey.
I went at it alone on this one & there’s always room for improvement. Imagine testing different things with more people to see what works best, like where to put the influencer video or how to make the checkout even smoother — the more brains, the better, right?
Therefore, I would want to know what you think, because hey, your opinion matters !
Special thanks to:
This project wouldn’t have been possible without the support of Abhinav Chhikara, Jayneil Dalal, Shajitha Gajendran, Nikhil Thakkar and the 10kDesigner Team.
I’m actively seeking opportunities to collaborate with passionate teams, be it through an internship, a full-time role, or freelance projects.
For any feedback, suggestions, or collaborations, reach out on LinkedIn
