Aditi Sharma - Product Designer
✍🏽
Tata CliQ.png

Tata CliQ

Tata CliQ

The Tata Group, a global conglomerate with operations in over 100 countries
launched a multi-brand(B2C) curated marketplace in India.

Final Design for Tata Cliq — Que Mag

Final Design for Tata Cliq — Que Mag

Background

Tata CLiQ is the first-of-its-kind Phygital marketplace in India that is known for joining web based shopping service with the offline store experiences to serve more than one million customers. Within a year of the launch, Tata CLiQ is in the Top 10, and one of the quickest developing, e-commerce websites in the nation. A customer can engage with Tata CLiQ online seamlessly across desktop, tablet and mobile and at the same time visit the brick and mortar store.

We needed to think of approaches to unlock value across devices and platforms, and give a simplified and smooth experience to the customer.

Research

Internet boom in India was driven by mobile. Be that as it may, web speed remains a test. Truth be told, India was positioned 109th out of 122 nations as far as average speed as of late as 2016. Then again, mobile applications are ultra focused space. The indian market all things considered have around 79 applications on their cell phone and utilize just around 42 applications in a month. Studies show, India is higher than China, US and UK as far as number of apps utilized every day. Tata CLiQ was attempting to raise changes and enhance the experience of its customer which turned into a test considering factors referenced previously.

Final Product

Tatacliq.com launched in January 2016

And Que — customer retention and engagement platform

Role

—  Worked on user task flows and low fidelity wireframe
— Aligning business goals to that with the design feedback
—  Finalizing ideas and concepts into high fidelity wireframe
and web pages
—  Collaborated with multiple teams across India and the
world to work on release cycles

Low Fidelity Wireframes

Iconography and Color - Tata CliQ

There was a need to design a one of a kind style of symbols that was simple, minimal and steady all through the stage and across platform.
Bonus learning — while working on PWA (Progressive web apps) the design we shipped had to be such that the app and web browser would even load in a 2G network. Since this was pan india project, our mail focus was to keep the design light and minimum.

Final-Iconography-TataCliQ-01.jpg

High Fidelity Design - QUE

Live Site - https://www.tatacliq.com/que
Final execution included working closely with developers throughout the release cycles.

Learnings

— In order for the design to be successful it needs to work for the targeted audience
— Collaborations and negotiations, working closely with the marketing department, external agencies and developers my biggest learning was to be able to communicate efficiently and clearly
— Building things, shipping products there would always be an unseen and unexpected delay/complication. As a part of the launch team, being motivated and focusing on the solution instead of the problem can prove to be your biggest strength.