Live Challenge no.

115

Flipkart
Furniture

Saurabh Malge
Introduction

What is Flipkart?
Competitors Data Points
Flipkart is one of the most popular & leading e-
commerce companies in India with a market share of Market share of 31.9%.
31.9%. In 2016, valuation stood at $20 billion, Walmart bought 77% stake
when American retail giant Walmart bought 77% stake
in the company for $16 billion. Flipkart currently has Pepperfry Urban Ladder More than 200 million
more than 200 million registered customers and offers registered customers
more than 150 million products in more than 80
categories. Offers more than 150
million products
IKEA

Problem Statement

Flipkart Furniture, as VP of Product.

Looking at your top of the user funnels, you have realized that there is a major drop-off of users from awareness
about Flipkart furniture to users looking at the product offerings to finally making a purchase. Interviewing a few
users, you have realized the trust among users is more for your competitors like Pepperfry and Urban Ladder.
Also, furniture still remains a purchase users still rely more on offline outlets than online ones. You want to
modify the way you showcase your offerings and make changes on the Flipkart Furniture page so to increase your
conversions of successfully placed orders.
Identifying User Persona

Sanjeev is a Product Manager working at a start-up What does Sanjeev need?

for more than a year now. He has recently gotten
furniture to be customised
married and bought a 2 BHK apartment house in Pune.
as per his house dimensions.

Pain Points: Online stores to consider a choice to

Sanjeev, due to his busy schedule cannot afford to go check the furniture by placing it in his
out and buy furniture for his new house and wants house before buying.
help in customizing every furniture as per the
selected area dimensions and other features (colour, Want's to check the furniture
Sanjeev Kapoor thoroughly before buying.
texture, location, ergonomic, vastu etc)
28

Ritishka is a Corporate Lawyer at a prominent firm. What does Ritishka need?

She tends to work from home quite often and likes to
furniture to be used or
beautify her house with trendy furniture and interior
checked for quality before buying.
designs.
Better after-sales service for the
Pain Points: product.
Rishika does not completely rely on online methods of
buying furniture since she likes to check the furniture
item by actually using it and feels online stores
Ritishka Shah should provide better after-sales services.
31

Link to survey Link to survey output

Identifying Pain-Points in Current User Journey

Search and Proceed to

Open Flipkart Check Product
open specific place order
app Details
item and buy

Choose
Search for Check Product
specifications
Product Reviews
or types

Pain Points:
1. Cannot view the product thoroughly.
2. No way to check the product in real environment
or at ideal place.
3. No guarantee to ensure after sales and services.
Region of 4. No choice to customise dimensions, texture and
maximum pain overall feel.
points
Market Size and Opportunity
Since Flipkart currently has 200MM registered customers, a
market of more than 190MM furniture buying population can be
easily targeted with better placement of products, tech
Population of
advancements, efficient products and an effective GTM strategy.
India = 1.4 Billion

Survey taken across 33 participants

Urban Population in gave below results:
India 34% of total
Population = 476 MM

Urban population using

ecommerce applications
- 80% of Urban
Population = 380 MM

Urban population with

own house using
ecommerce apps - 50%
of 380 MM = 190 MM 42.4% (+18% - Maybe) of 33 Participants (14) would prefer
buying furniture online. 42% of the TAM of Flipkart current
ecommerce app is the ideal market size for Flipkart Furniture.
#Feature 1: AR and 360 View 3
Personalization Flipkart
Furniture! Go to AR

Choosing furniture is hard. Users

Search for product
need to make sure that the color and
the composition fit in with the room
design and texture. Sofa Chair Shelf Table

Popular Tables for you!

1. Catalogue Page : Choose the category:
chairs, sofas, mirrors. Use the search bar to
find what you need. See the most popular
options in the chosen category.

Flipkart Perfect
Home Resting Chair

The resting chair with its deep

seating position and low legs is a
perfect recliner after a busy day.
Customize Dimensions
7,500 52% OFF
Buy Now
2
1 4
2 & 3. FlyPage : Explore items, select
your choice, Rotate the product and check 4. AR View : It works through
it from every angle. Change the color to find the camera. You can also move
the perfect fit. the 1x1 picture of a product,
change the color or take a photo.
 3
#Feature 2: AI Based Recommendation
Flipkart - My
Home!
Become the interior designer of your home, with a little
support of our experts!
You select the combinations of colors and furniture, our AI Search for product

based recommendation system will suggest you the best You share, we suggest!
type of furniture, in seconds!
Colour of Room

1. View Flipkart Furniture: Select the Colour of Curtains

Flipkart furniture choice from the home
page to land on 2, the personalization page. Type of Furniture

Take Picture Upload

Exclusive Diwali
Dhamaka
Offers!! 50% off!

Next Chair
1
2

2. FlyPage : Select the color of room,

curtains, and the type of furniture you are 3. AI View: Modify the color
looking for, our recommendation analyses of suggested furniture, change
data in seconds to suggest you the best the suggestions and select the
furniture types. best as you like!
 #Feature 3: Try it yourself!
Flipkart Furnitry!
Explore!
Buying furniture asks for highest level of authenticity
and quality check by the users.

Now book a trial of the furniture item you are wishing to

Red Sofa Office Chair lamp
buy, and test every element to ensure highest quality!

1. Explore Page : View a catalogue of trendy items and Chairs Sofas Beds Lamps
furnitures to book a trial with our Flipkart Furnitry centers
near you and ensure high quality furniture being bought. King Chair
5,500 2,400

,
Turquoise Arm Chair
7,500 4,400

Office Trendy Chair 1

2. Take a trial: Once you book 4,500 2,200
Quantity
- +
your perfect fit, flipkart team
will reach out to you for a quick Book A Trial
demo and trial of the furniture.

Team will share you the nearest

flipkart furnitry outlet and help
you customize and try out the
furniture you love! 1
2
 Feature Prioritization with RICE Framework

Feature Reach Impact Confidence Effort RICE Score Priority

AR & 360 view

300 2.5 75 5 11,250 1
personalization

AI based
270 1 55 5 2,970 2
recommendation

Try it yourself 260 1 45 6 1,950 3

Key Points of Prioritization

1. AR and 360 view personalization feature should be implemented first as this is the feature which has the
highest impact and quickest reach in terms of onboarding new customers and ensuring high awareness.

2. This feature defines a new way of viewing furniture offerings on the Flipkart application.

3. The efforts from products, engineering, design teams is low in terms of implementing AR features. Whereas
others offer a greater deal of efforts and time from the experts.

4. AR feature brings in a sense of Aha! moment for the users. Something not a lot of competitor e-commerce
and furniture selling products are doing in the Indian market.
 Go-To-Market Strategy

Currently, after narrowing down numbers of users and as per the conducted survey, the total
addressable market for Flipkart Furniture AR & 360 Personalization would be approximately 79MM.

pain points of our users:

Furniture still
remains a Trust among
purchase users users is more
still rely more for your
on offline competitors like
outlets than Pepperfry and
online ones. Urban Ladder

1. The targeted users will be introduced with the platform on the Flipkart Application via banners, ads and during offers such as
Big Billion Days.
2. One of the most effective way to acquire new audience for the feature is by introducing an in-app methods of rewards and
gamifications.
3. A feature wherein users will be asked to detect and collect as many furniture items in their room in 30 seconds.
4. This will happen via a quick AR feature available on the home screen.
5. Collect more items in 30 seconds, enter the reward system lucky draw, winners will be rewarded with a beautiful furniture
item from Flipkart.
6. The aim is to help reach the AR furniture feature to as many users as possible. A CTA will be provided post collection of all the
items during the 30 seconds game.
Finding the right product market fit will be the ultimate goal with this GTM strategy.
Go-To-Market Strategy AR Gamification and Rewards Timer of 30
seconds

A CTA to Open Camera and

start detecting the furniture in
room is provided in the next Congratulations
screen once users click on for collecting 5
previous CTA. Furniture Items,
we have added
you to our lucky
draw!
Play Furnitu-AR
Play Furnitu-AR *T&Cs apply

Detect
Furniture and
Win Furniture!! OPEN CAMERA
*T&Cs apply

Continue Explore
Shopping Furniture!
*Buy top class furniture with our
AR based personalisation feature.

Camera once opened

Flipkart Furniture AR
feature gaming
displayed with a banner
on the home page.
CTA = Play Furnitu-AR!
starts detecting
furniture, users have Capture
to capture once the Item
curser sets on the
item. 3 0

Items detected and

rewards collected
More than 5 items should be collected in 30 seconds.
Metrics to Track

North Star No of people buying

Metric: furniture every month

L1 No of users clicking on the Go to AR Button.

Play Furnitu-AR
No of users going from AR gamification to
L2 Detect
Furniture AR Feature Furniture and
Win Furniture!!

No of users opening the advert banner on home

L3
tab.
 Live Challenge no. 115

Thank You!

Saurabh Malge