Increasing
conversation rates for
Amway India
Redesigning Amway India’s
online experience
Timeline
Hats Worn
Platform
11 months | April 2021 - Feb
2022
Check Live
Product:
UX Research • End-to-end Product Design • Usability
Testing • Design Systems
Collaborators
Honey Mehta, Dhanvi Patel
2 Product Managers, 15+ Engineers,
Developers and Quality Analysts amongst
other stakeholders
Mobile First, Web
Responsive
With the ever-evolving
digital world, the brand
needed a facelift while
leveraging spheres of
influence and digital
behaviors to captivate a
younger audience.
Context
Amway had a big hurdle in the way
As the leader in direct selling, Amway holds a dominant position in
the worldwide market by offering an incredible array of products for
nutrition, beauty, personal care, and home essentials. Additionally,
they empower individuals to embark on their entrepreneurial
journey, granting them the opportunity to start their own businesses,
become their own bosses.
From early discovery, we fleshed out our design brief
Redesigning Amway India’s online experience to
establish a best-in-class social & connected
commerce while building on the direct selling
roots.
Skip to one of the juicy
parts
Understanding our target audience was
crucial in the design process. Amway focuses
on two key audiences:
And the first step to designing was understanding who are we solving for
Amway Customers
Who purchase Amway products
Amway Business Owners
Who build businesses by selling Amway
products
Solving for the Amway Customers
Let's take a closer look at how we resolved the challenges faced by these audiences
Solving for the Amway Business Owners
Seamless and intuitive
product discovery experience
& personalized the product
recommendations.
Quick and easy checkout
experience to reduce website
bounce rates.
Implemented progressive
profiling for business owners
to comfortably fill in their
information.
Carefully curated offers and
discounts to increase user
retention.
Intuitive features that enable
business owners to
effortlessly create group
orders, leading to a boost in
sales and revenue.
Streamlined the process of
managing group orders with
simple and intuitive steps to
make the experience smooth
and enjoyable
Let’s unpack the problem
Diving deep into the research methods behind an
optimized and user-friendly E-commerce and
business platform
Heuristics Analysis
We conducted a 360 Heuristic Analysis on
the Amway website to discover key areas
for improvement that can enhance user
experience and increase overall
satisfaction.
Lack of flexibility in guest checkout,
touch gestures, save for later, search
history, & social share capabilities.
Look and feel is not relatable, with
primitive design language and
inappropriate information hierarchy.
Inconsistent visual hierarchy
across the storefront impacts
usability.
Lack of recognizable components
such as tone of voice requires greater
cognitive effort from users.
Looking Inwards
30+
We conducted user interviews to gain
first hand experience of how our
customers and business owners interact
with the storefront, ultimately shaping a
more customer-centric and effective
storefront experience.
Listening to the people
Intervie
ws
12
States across India
Through the sessions the participants
walked us through their ‘day in the life’
journeys and provided insights on their
goals, aspirations, success metrics and
challenges around conducting their
business.
Looking
Outwards
Key Insights
By reflecting on the primary and secondary research, we narrowed down on the following
insights
Seamless Journey
Stickiness | Loyalty
Social Sphere of
influence
Efficient Order
Tracking
Relatable Tone of
Voice
Community | Inspiration |
Connection
Efficiency | Trust | End-to-end
experience
Tailored | Relevant |
Friendly
Charting Key Archetypes to Inform Design Choices
Zeroing in on our users
The Opportunist is a hardworking,
practical and outgoing entrepreneur
who is constantly looking for ways to
improve his lifestyle, be their own boss
and support their family.
The Opportunist
The influencer is a creative, ambitious
and self-motivated individual who is
determined to grow their business and
generate revenue using the right tools
on social media.
Amway Business Owner
The Influencer
The novice is a creative thinker,
multitasker, and a tech-savvy
individual who invests efforts towards
maintaining her family's health by
eating right and exercising.
Amway Business Owner
The Novice
Amway Customer
Goals
Goals
Goals
Converging on the research to build the solution
Unveiling the Amway 10Xperience:
From Job Stories to User Flows to
Final Solutions
User Job:
Seamless End-to-end purchasing
journey
User Job: Post purchase experience
User Job: Progressive Profiling
As a user, I want to easily discover the most suitable health
product for my needs so that I make an informed decision.
Additionally, I desire a seamless checkout experience that
streamlines the purchasing process.
As a prospective Amway business owner, I aim to effortlessly
provide my personal information at my own pace. This allows
me to streamline the process of building my business, ensuring
efficiency and enabling me to focus on other important
aspects of growing my venture.
As a user, I want to conveniently track the status of my
order after making a purchase so that I can stay informed
and anticipate the arrival of my product, ensuring a
smooth and satisfying post-purchase experience.
Targeted User: Amway Customer • Amway
Business Owners
Targeted User: Amway Customer
Targeted User: Amway Business Owners
Profile Completion
Steps
Targeted User: Amway Business Owners
Profile Completion
Process
Orientation & Successful
onboarding
Back to the foundation
Building a Cohesive Design System with
Atomic Design framework
To cater to the specific requirements of the Indian
audience, we built a sub-design system for Amway.
The global design system was falling short on the
essence of India, such as suitable colors,
information presentation, and tone of voice.
Through close collaboration with Amway's design
and development team, we identified key
components vital for the Indian context. These
components were meticulously designed to
enhance every step of the user journey, from
purchase to post-purchase experiences.
Component Library Elements
Product
Information Cards
Different variations of
product cards to use
across the platform from
discovery to post-
purchase experiences
Notification
Banners
Incorporating notifications
into our system to deliver
relevant and impactful
messaging that was
previously missing in the
global component library.
Coupons
Meticulously designed
coupons to align with
different scenarios and
customer needs.
Overcoming Hurdles in Global UX Design
Projects
Regional language
integration
Vernacularizing Amway's website required
meticulous attention to prevent any element or
component from breaking when translated into
different regional languages.
Stakeholder
alignment
Streamlining Dev
hand-off
Efforts: Extensive trial & Error | Fine-tuning
character limits | Close collaboration with content
team
Navigating and aligning diverse perspectives,
goals, and requirements with stakeholders from
different regions, each with their own priorities
and expectations was challenging
One of the challenges we encountered was
facilitating a smooth handoff between the design
and development teams to minimized potential
implementation obstacles.
The fine line between global and local
design systems
Efforts: Effective communication | Negotiation |
Stakeholder Management
Efforts: Effective communication channels |
Detailed bugs spread sheet | Clear documentation
| Regular check-ins
Determining the appropriate level of flexibility for
the design system to accommodate local
variations without compromising the integrity of
the global design system.
Efforts: Stakeholder collaboration | Clear guidelines &
frameworks | Regular reviews and feedback loops
1000+
A successful launch
of Amway
10xperience
250+
Design
screens
User stories
50+
1M +
Collaborators,
stakeholders &
teammates
Customers &
business
owners
Post the release we observed an overall
improvement in all task
completion rates, overall higher CSAT & NPS
to deliver
experiences to realize happy loyal ADR/ADS/customer
The ups and downs: Lessons
Learned and Paths Explored
Building a holistic experience
This project was truly captivating and enriching,
providing me with valuable experiences, in-depth
research, and meaningful interactions.
Along the way, we encountered
shifting
priorities, changing roadmaps, and a minor
launch delay
, yet the satisfaction derived from
this endeavor was immeasurable. Through it all, I
gained some important lessons that relate to both
product development and business processes.
•
As new timelines emerged, resourcing
challenges surfaced, and priorities were
reshuffled, I discovered the importance of
staying agile, resilient, and responsive.
•
Always fight for good UX: Championing
exceptional user experiences
More Projects
Increasing CNN’s adoption in emerging markets
Personalizing shopping experiences for JFM
Stakeholder Management • Interaction Design • Accessibility
• Dev Handoff
Product Strategy • 0 – 1 User Experience • Research &
Testing
Welcome to
the wild side
Thank you for spending some time with me in my corner of the
internet.
We’re just getting
started, reach out
to me
honeymehta53@gmail.com
(650) 483-1892
© 2023 Honey
Mehta
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