What convinces a rider to buy a ₹30,000 riding jacket online?
From safety certifications to real-world reviews, we uncovered the factors that turn consideration into purchase.
Work overview
Team & Timeline
- IC Role
- Aug 2024 – Present
Disciplines
- Brand & Product Design
- Information Architecture
- Competitive Benchmarking
- Storytelling
Responsibilities
- Navigation Redesign
- Persona Mapping
- Competitive Reframing
- Copywriting Direction
What was my impact?
Design challenge #1
Who is this for?
Royal Enfield targeted bikers and non-bikers too, we had to get the personas right. So it was on us to understand the users, their shopping ecosystem and map it out to the client.
Design challenge #2
Merch v/s E-commerce
After choosing the E-commerce route, we had to curate experiences for the different personas, without breaking the classy reputation of the brand.
Design challenge #3
Re Website v/s RE Amazon store
Royal Enfield has many other channels that users shop from: Amazon, Flipkart, Myntra, etc. Why will users come to the Royal Enfield website? Are we our own enemy?
This project is under NDA, till it goes live.
But, does it help when I can tell you that the clients invited my team to Motoverse and they kept tickets for us???
(we were too busy to go, haha *cries in corporate*)