The product team at Myntra recognized the fragmented nature of fashion discovery, where users often navigate between multiple platforms seeking inspiration and shopping. This process was frustrating and resulted in disengagement and missed conversion opportunities. The team integrated inspiration and shopping into a seamless, engaging, app-first experience.
The product manager and the team are featured as one of Upraised's top 50 Game Changers in 2024.
The Problem: Bridging Inspiration and Shopping Myntra faced several key challenges:
- Fragmented User Journey: Users explored fashion trends on platforms separate from where they purchased, creating friction.
- Limited Engagement: Without engaging, integrated content, users were likely to exit the app, impacting conversion rates.
- Competitive Content Space: Increasing competition from short-form content platforms required Myntra to capture and maintain user attention effectively.
The Solution: Introducing 'Myntra Minis' To address these challenges, Myntra introduced 'Minis,' a feature inspired by Instagram-like reels designed specifically for seamless shopping:
- Reels-Inspired Scrolling: Users swipe through short, styled fashion videos, effortlessly discovering new trends.
- Shoppable Content: Each video directly links to featured products, enabling immediate purchase with minimal friction.
- Enhanced Engagement: 'Minis' keeps users within Myntra’s ecosystem, reducing external browsing and enhancing user experience.
- Smart Monetization: By integrating brand-driven content, Myntra effectively monetizes engagement, shifting away from reliance solely on external influencers.
The Impact: Increased Engagement and Conversions Since launching Myntra Minis, Myntra experienced significant benefits:
- Boosted Conversions: The seamless transition from discovery to checkout resulted in increased cart additions and purchases.
- Improved Engagement: Users spent more time exploring content within the Myntra app, positively impacting retention rates.
- Strengthened Brand Loyalty: Offering a unified, engaging platform has turned casual browsers into loyal customers, driving repeat usage and increased adoption rates.
The Team Behind This Feature
Akash Yadav- Sr.UX Manager
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