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Product Teardown: Personalisation and search

Learn in Public Challenge (6/6)
By Prerna
 Overview User Personas Personalisation & Search Key Metrics

Myntra is an Indian e-commerce platform that specializes in fashion and

lifestyle products. It offers a wide range of clothing, footwear, accessories,
and beauty products for men, women, and children.Its revenue comes Rs 35B+ 100M+
from product sales, brand partnerships with commissions, private label REVENUE DOWNLOADS

sales, advertising, and potentially subscription services and data insights.

Competitors

4.18M 492
REVIEWS RANKED
GLOBALLY

History
2007 2010 2014 2016 2019

Myntra founded as a Shifts focus to online Acquires Jabong Introduces loyalty

Acquired by Flipkart
personalized gift store fashion retail program "Myntra Insider"
 Overview User Personas Personalisation & Search Key Metrics

Shilpa Sahani Atharv

28 yrs 23 yrs
Tech Consultant MBA Student

NEEDS NEEDS
Convenience Sport-Specific Gear
Trendy Styles Performance & Comfort
Personalized Recommendations Efficient Search
Authenticity Variety of Brands

PAIN POINTS PAIN POINTS

Limited Time Finding Specialized Gear
Choice Overload Balancing Performance & Style
Quality Concerns Sizing
Fit and Style Uncertainty Quality
 Overview User Personas Personalisation & Search Key Metrics

Personalization Options

Recommendations: Myntra utilizes machine Wishlist: Users can save items to their
learning algorithms to provide personalized wishlist, allowing them to keep track
product recommendations based on user of products they're interested in and
browsing and purchase history, preferences, receive notifications for price drops
and trends

Styled Looks: Myntra often

showcases styled outfits and looks,
providing inspiration for users to mix
and match products based on their
preferences
 Overview User Personas Personalisation & Search Key Metrics

Personalization Options

Myntra Insider: Myntra's loyalty

program offers personalized
benefits and rewards based on
user activity and preferences

Personalized Email and Notifications: Users receive

emails and notifications about product updates, offers,
and recommendations tailored to their interests
 Overview User Personas Personalisation & Search Key Metrics

Search Options

Voice Search: Myntra offers voice search

Smart Search Suggestions: As
capabilities, allowing users to search for
users start typing in the search bar,
products using voice commands
Myntra may provide real-time
search suggestions based on
popular and relevant keywords

Image Search: Users can upload images

or screenshots of items they like, and
Myntra's technology could help find
similar products available on the
platform
 Overview User Personas Personalisation & Search Key Metrics

Search Options

Size Recommendations: Users receive

size recommendations based on their
past purchases and sizing information

Search Filters: Users

can narrow down their
search results using
filters such as brand,
size, color, price range,
and more
Category Navigation: Myntra organizes
products into categories, making it easy
for users to navigate directly to the type
of product they're looking for
Overview User Personas Personalisation & Search Key Metrics

Average Number of Filters Used per Search = Total

L2 Metric Number of Filters Used/ Total Searches

Search Queries with Filters Applied = Search Queries

with Filters Applied/ Total Search Queries
L1 Metric
CTR of Recommended Products = Clicks on
Recommended Products / Total Impressions of
Recommended Products

North Star
Metric
Search Conversion Rate = Orders from Search Results/
Total Searches