PROJECT GOAL

The focus of this project was to understand customers who have bought Nua products through marketplaces such as Amazon and Nykaa, and uncover the potential drivers that could encourage them to continue their brand journey through the Nua website.

PURPOSE

Encouraging users to continue their brand journey through Nua’s website can help the business:

• gather customer data to encourage brand engagement (e.g. inform them about our new launches etc.)

• increase a customer’s LTV by getting them to subscribe on the Nua website

• add to the revenue that is of a much higher value (as these would be considered as Nua purchases and not Amazon purchases)

• acquire customers at a lower marketing cost

OUTCOME

A roadmap of possible solutions that could be incorporated into the Nua website was created to emulate the value that marketplaces provide to customers.

The following page highlights a few sections of the project.

RESEARCH & analysis

Secondary Research

Through secondary research, the marketplace purchase experience of other D2C brands was analyzed and expert articles focusing on direct purchases were reviewed.

LEARNINGS THROUGH PRECEDENT RESEARCH

PRIMARY RESEARCH

During surveys and in-depth interviews with customers, the following topics were covered:

• General Online Purchase Behaviour: Purchase decisions, Product choices, etc

• Marketplace Experience: Common platforms used, Factors that influence purchase through marketplaces, Pain points, etc

• The Nua Experience: Discovery, First impression, Likes / Dislikes, Nua product purchase on marketplaces, etc

• Product Experience: Packaging Interaction, Product experience while unboxing, QR code usage, etc

Survey Insights

CUSTOMER INTERVIEW SUMMARY

• Total Conversations: 7

• Location: Pune, Hyderabad, Perumbavoor, Shillong, Bengaluru, Chennai

• Age Group: 18yrs to 45yrs

• Demographic: Student and Working Professionals

• Selection Criteria: Customers who had used Nua’s marketplace coupon codes for product purchase

The interview insights were documented on a journey map to make them comprehensible for the rest of the team. A quantitative data layer was added to the qualitative data to help the team prioritize the insights that needed immediate attention.

DESIGN CRITERIA

A design criterion was eventually put together to summarise the important drivers that should be kept in mind while designing to encourage customers to move their purchases from marketplaces to the Nua website.

OUTCOME

An action plan in the form of a Solutions Roadmap was created which was discussed with the Project Manager. The ideas came about through a workshop with the larger team of stakeholders which was based on the journey map and the design criteria displayed above.