Product

Teardown

-Sarvesh Lanke and Shivam Kedia

Problem Definition
About Meesho:

❖ Meesho is India’s fastest growing Ecommerce brand.

❖ User base comes from over 5% Indian households majorly in Tier 2 and Tier 2+ cities.
❖ Has over 60,000+ suppliers on a 0% commission model.
❖ Pioneer of social commerce through over 17 million resellers which are majorly women
entrepreneurs.

Goals:
❖ Improve retention and engagement for end customers

Why:
❖ App engagement helps retain customers and drive them towards repeat purchases
.
❖ App engagement helps increase revenue and the LTV (lifetime value) of a customer.
❖ Engagement and Retention serve as primary metrics to define the growth of an app.
❖ Improved Engagement and Retention implies a better user experience.
Methodology
Defining core problem

Increasing engagement→Completing successful purchase→ Finding user expectations and pain

points hindering successful purchase → Defining product solution and features.

Increasing retention→ Increasing frequency of visits and decreasing churn rate → Exploring users
primary problems for dropping off→ Defining product improvements for those features.

❖ Conducted secondary research through several play store reviews, facebook groups, youtube
videos
❖ Conducted user interviews (5 users)
 Anita Goals Pain points
❖ To buy cheap and reliable
❖ Hesitates to purchase due to
products
➢ Poor product quality for
first order
❖ To find relevant products for her
daily needs, outdoor activities
➢ Long time taken to process
and special occasions
return request

Age: 38 years old ❖ Unable to trust rating, since

❖ To spend some leisure time
Occupation: Housewife
Marital Status: Married
Family: Husband and 2 kids
Lives in: Jamalpur,Bihar
Household Income level:
15000-30000/month
higher rated products had issues
away from her repetitive chores
❖ Feels lost while exploring
Priorities tremendous amount of products
with little to no guidance
❖ Unable to find in app activities to
enjoy and spend leisure time.
In app Ease
leisure Of OrderingQuality Price
activities
 Kavya Goals Pain points

❖ Doesn’t know what kind of

❖ To buy apparels at cheap prices
apparels on Meesho are in trend
❖ To buy apparels that are
❖ Confused about the combination
fashionable
of apparels that will be stylish for
her
❖ To look stylish among her
friends and family
❖ Watches some fashion
Age: 18 years old influencers videos on Youtube
❖ To understand and learn fashion
showcasing Meesho products
and fashion trends
Occupation: Student but finds it is difficult to find
those products on Meesho and
Marital Status: Unmarried Priorities to keep a track on multiple
videos and products shown
Family: Mother,Father & 2 Siblings
❖ Finds fashionable products on
Lives in: Ramgarh,Jharkhand other platforms highly priced
Ease Fashion
Of OrderingPrice &
Household Income level:
Style
30000-50000/month
 Meera Goals Pain points

❖ Doesn’t trust quality of the

❖ To buy good quality products for
work and home.
❖ To find relevant products
quickly
❖ To get discounts on bulk
Age: 30 years old product purchases
Occupation: School Teacher
Marital Status: Married Priorities
Family: Husband and 1 children
products
❖ Doesn’t have time and energy to
explore so many products to
select products
❖ Feels overwhelmed by the large
number of available products
❖ Cannot find discounts or offers on
bulk purchases

Lives in:Bhagalpur,Bihar
Ease
Price Quality Of
Household Income level:
Ordering
50000-100000/month
Problem discovery
Quality issues

User explores and

finds a 4+ rating
product at a good
price. Finds poor quality product. Items get returned

Purchases product for

the first time. Requests for return Forms a negative
Reasons perception about the app
and hesitates buying in
future
❖ The entire process takes a while due to delivery taking place between suppliers and
consumers directly without any efficient warehousing system as Myntra,Ajio.

❖ User cannot generate trust without a much stronger proof of product quality

❖ The user is unable to get any additional information about poor product quality except the rating (It is hard to
scroll through all the reviews and find the negative ones)

❖ The quality issues could be for a particular batch of products by supplier which does not reflects in ratings.
 Problem Discovery
Information Overload

User searches Finds a good

for designer product
kurti

Look for View product

another description
product

Cannot decide Get tired and

if it’s the right leaves the app
Reasons: one
❖ Bharat user base is habitual to taking advice from shopkeeper, friends, family while purchasing products
from a brick and mortar store and hence cannot decide easily.

❖ Availability of several products at disposal motivates user to procrastinate purchases ,waiting to find the
right product or discount.
Problem discovery
Non availability of Relevant content

Anyways wears random

Watches a
Meesho haul combination, gets mocked
video on YT Searches product codes by friends for poor fashion
and finds the product sense.

Writes down the

non-copyable (on Buys the product but
YT app) product cannot find the right and
codes from video stylish combination
description

Reasons:

❖ YT videos are made by random people which majorly are not an expert of fashion
❖ No in app sources or videos that helps user to find right stylish combination or
trendy products
 Rating & Reviews Improvement
Rating of Product Features:
❖ Added layer of rating based
on various product features
❖ Improves trustworthiness of
the quality of product
❖ User has a choice to give
weightage to different
parameters of products
while deciding to purchase
❖ Users are prompted about
aspects of product that
might be not good, hence
creating appropriate
expectations
Latest reviews:
❖ Option to check latest
reviews enables user to
know quality of latest
batch of products
❖ Latest reviews are sorted
based on most recent
reviews at top
Problems focused
Quality issues:
Rating improvements will bring
down the amount of low quality
products which in turn will
decrease return requests and
hence improve UX and dec
drop off rates
 MeeTV
MeeTv:

❖ Section on the app that contains video

guides for purchasing “best quality”
products

❖ Videos are made by certified Meesho

guides who are fashion experts ❖ Allows filter based on
different types of products
❖ Content involves mix of and trending products
➢ Fashionable clothes with stylish
combinations
➢ Daily wear
➢ Office wear
Recommendation can be improved
based on user activity and interactions,
❖ User can check the collection
directly from this option
❖ Increase trustworthiness and improves
UX for Bharat users
❖ Also discounts could be
enabled on buying multiple
❖ Limits the number of product choices
product from same collection
users interact with at once

❖ Meesho can warehouse these products

assuming high demand to smoothen the Video can also be shared with
logistics involved friends which eventually bring in
new users
Problems focused via MeeTv

Product Quality:
❖ Assured best quality products certified by Meesho and endorsed by Meesho guides improving the
overall trustworthiness and reliability.

❖ Less time for delivery and refund if required (if warehousing is done for these products)

Information Overload:

❖ Selective “guided” collections with appropriate filters

Relevant content:

❖ Videos filled with fashion tips, trends, styling tips linked with products available on Meesho
Prioritisation of Feature

Priority Score = [ (Impact x Confidence)/ Effort ] + Leverage

Leverage
Feature Impact on Effort Confidence (Reaching new Overall score
Engagement/Retentio (1-5) (1-5) users primarily
n (1-Very low,5-Very vernacular)[1,0]
High)

Rating & Reviews 2 2 3 0 3

Improvement

MeeTV 5 5 4 1 5

As per the priority score, MeeTV should be prioritised considering its massive impact and
overall leverage to the Meesho product development
Metrics
Feature Engagement Retention

MeeTv ❖ Average # of videos watched % of returning user completing

per user per day purchase via MeeTv collection
❖ % of user watching videos
completing a successful
purchase
❖ Average time spent on the app
exploring MeeTv per user per
day

Ratings & Review Improvement
❖ % of user interacting with new % increase in repeat purchases per
features user per month
❖ % dec in average time spent for
a successful purchase
❖ % increase in view product
description → Add to cart

Common Metrics to measure for
both features
❖ % increase in overall sales
❖ % decrease in return requests
❖ Average # of app sessions
per user per day
❖ Average # of purchase per
user per month
❖ % decrease in churn rate
Thank You!