One stop for all your fashion needs.

Product Teardown- "Writing a

Review"

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 Overview "Ramp it up" Quick Stats
Overview Myntra is one of the largest fashion e-commerce stores in India that deals with a wide range of
fashion and lifestyle products for men, women, and kids. It sells high-quality clothes, branded
footwear, bags and backpacks, beauty and personal care products, home and living accessories,
2007 Launched
and more.
The parent organization of Myntra is Flipkart, since 2014, when the e-commerce giant acquired
User Segment Myntra for an estimated amount close to Rs 2000 crore.

100M+ App downloads

vision value proposition
User Persona

To provide “a hassle-free and enjoyable Largest in-season product catalogue, 100%

shopping experience to shoppers across the authentic products, cash on delivery and 30
country with the widest range of brands and day return policy. 67.9M Monthly Visits
products on its portal.”
User Journey Map

competitors traffic
$1 B+ Annual Revenue

User Experience

2000+ Brands Listed

Key Metrics
Source Source
 Business Model
Myntra operates on an aggregator business model (B2C) of
Overview premium brands. Myntra earlier operated on a B2B business model
prior to switching its business model to B2C. The business model of
Myntra is primarily based on procuring current season merchandise
from all its associate brands and making them available on its
eCommerce portal as soon as they are available in the respective
retail brand outlets.
User Segment

Competitive Strategy of Myntra

User Persona The competitive advantage of e-commerce companies is mainly
because of cost leadership or product differentiation. With Myntra, it
is because of cost leadership.

User Journey Map

User Experience

Gross Merchandise Value (GMV)=

#Transactions X AOV (Average
Key Metrics order Value)
Source Source
 Fulfillment Models
Overview

Myntra JIT & Myntra FBM model

Myntra JIT, also referred to by sellers as the PO model, involves Myntra
issuing a bulk purchase order to sellers for multiple items. For example,
User Segment say 50 customers place an order for 50 items (belonging to a seller) on
Myntra. Now Myntra will issue a bulk purchase order for these items to
the seller. Once items have been received at the Myntra hub, they will be
sorted and repacked as per the client’s address, and sent out. Myntra
FBM is similar however, instead of a PO, Myntra raises a Stock Transfer
User Persona Order to the seller.

Myntra M-Direct Model

M-Direct was launched to give sellers more control over their ecommerce business on Myntra. The order fulfilment is done item-wise.
User Journey Map
For example, if a customer places an order for a dress, the seller would be intimated directly via Myntra’s order management system.
The seller then picks & packs the item like a regular marketplace order, including printing shipping labels & invoices. The order would be
picked up by Myntra owned logistics or third party logistics (3PL) employed by Myntra, and taken to Myntra’s hub. From here it would be
sorted region-wise and delivered to customers. Returns would flow through Myntra’s hub and then back to the seller.

Myntra PPMP
User Experience
Many sellers on Myntra have been migrating to Myntra PPMP since its launch. While PPMP is almost similar to M-Direct; there are
differences. Sellers have experienced better benefits from PPMP.
Myntra PPMP Fees: A seller pays Myntra, its fixed fees, commission, logistics fees (forward & reverse) and buys Myntra branded and
mandated packing material. The pick & pack fee that applies to JIT does not apply here.

Key Metrics
Source
 User Segment
Overview Segmentation:
Myntra focuses on Fashion-conscious customers who believe in shopping from
home irrespective of age and gender. Age distribution
Target Market:
18- 34 (max users)
The target market set by this brand is Fashion-conscious, medium-income, young
User Segment online shoppers looking for the best deals and good quality products.
Positioning:
Myntra is an e-commerce website that focuses on being Vibrant fashion stores at
affordable rates all over India.
User Persona
Top Countries
Geography & Country Targeting

Mainly in India
User Journey Map

Gender distribution
User Experience

Male - 55.14%
Female - 44.86 %
Key Metrics
 User Persona
Overview

Shruti , 25, Female Manish , 35, Male

User Segment
The Fashionista Shopper The Value Shopper
Background: Background:
Shruti is a Fashion blogger who is passionate about fashion Manish is an Accountant who tries to balance work and
and trends, actively participates in fashion events and has a personal life, seeks affordable yet stylish clothing options
User Persona large social media following, lives in South Delhi, India. for self and family, lives in Bangalore, India.

"Fashion is my life, and I love expressing myself through unique styles and outfits." "I want to look good without breaking the bank. Affordable fashion is my go-to."

Enjoys experimenting with different looks and staying Budget-conscious and seeks value for money, prefers
ahead in the fashion game. versatile clothing that can be worn for various occasions

User Journey Map

Core Needs and Goals:
Access to a vast range of designer collections and brands in
one place. Regular updates on the latest fashion trends
and runway looks. Seamless shopping experience with
secure payments and fast delivery.
Core Needs and Goals:
Access to a wide range of affordable fashion options.
Exclusive deals and discounts on popular brands.
Convenient browsing and filtering options to find products
within a specific budget range.

User Experience Pain Points: Pain Points:

Limited availability of exclusive designer pieces in local Limited options within a specific budget range in physical
stores. Difficulty in finding unique, statement pieces. stores. Difficulty in finding good-quality products at
Time-consuming to visit multiple physical stores to explore affordable prices. Lack of time to visit multiple stores and
new collections compare prices.

Key Metrics
 User Journey Map Manish
The Value Shopper
Scenario: Manish purchased a blazer from Myntra. Although he is very happy with the product but
poor packaging led to marks and wear and tear of the product. He wishes to write a review on the app.

CONSIDERATION SEARCH REVIEW SUBMIT

Overview Completes the Survey, Uploads the
Opens up the App. Opens orders in the profile section Clicks on "tell us more" to write a

ACTIONS
relevant product photo clicked by
and selects an item to rate and detailed review.
his wife and writes a review and
review.
submit. Screen showing review
submitted pops up.

User Segment
Where would I find the Option Would I have the option to change Will write in detail and also upload Why are they saying to refrain from
THOUGHTS

of Review? Maybe in the profile the rating if I accidently tap on the photo as a proof so that writing any package/delivery related
section! stars? Where to write a detailed platform improves the quality of feedback?
review? packaging!

User Persona
ACTORS

Manish Manish Manish Manish, his Wife

EMOTIONS

User Journey Map

PAINPOINTS

Struggles to find the Review Tell us more option doesn't seem Info tab in the review section refrains
button. Finally thinks that it None clickable, doesn't look like a CTA. the user to add package related
User Experience might be in the profile section. queries.
OPPORTUNITIES

Could be more precise and clear in
designing the CTA and instead of
None None
"Tell us more" option it could be
Key Metrics simply- " Write a review" CTA.
Could take up the delivery related
reviews separately in order to improve
the customer experience. Also option
to add a video can be added.
 User Journey Manish
The Value Shopper
Scenario: Manish purchased a blazer from Myntra. Although he is very happy
with the product but poor packaging led to marks and wear and tear of the
product. He wishes to write a review on the app.

Overview

User Segment

User Persona

User Journey Map

User Experience

STEP - 1 STEP - 2 STEP - 3 STEP - 3.1

STEPS

Opens the Myntra App Clicks on his "Profile" icon Clicks on the "Orders" tab Selects the Item he wants to
Key Metrics to get the Orders option to view all his orders. review by clicking on "tell us
more"
 User Journey Manish
Scenario: Manish purchased a blazer from Myntra. Although he is very happy
with the product but poor packaging led to marks and wear and tear of the
The Value Shopper product. He wishes to write a review on the app.

Overview

User Segment

User Persona

User Journey Map

User Experience

STEP - 3.2 STEP - 3.3 STEP - 3.4 STEP - 3.5

STEPS

Selects the Option Writes the review and clicks

Rates the Product Clicks on Upload photo
Key Metrics Damaged Product or on the Submit button.
icon to upload the product
Package
image
 User Experience The CONs

Overview No provision to upload

videos along with the
customer reviews which
might provide a better
response to products fit
User Segment /appearance.

Info tab in the review section

refrains the user to add
package related queries.
User Persona Elements those stood out

Efficient review process-

asking users detailed
User Journey Map information like the fabric
quality, sizing , fit,
transparency etc.

Automated flow to the on-

the-spot questions pop up
like "what went wrong" if the
User Experience
user selects a poor rating is
quite user friendly.

Key Metrics
 User Experience
Suggested improvements/Solutions to
Overview
increase the no. of reviews and drive
user engagement
Social Media/visual Influence
User Segment
1
Share Positive Reviews: Share positive reviews
Yayy !! 5 SuperCoins credited ;)
on social media platforms, newsletters, or
website testimonials. When customers see their Share your Review to
User Persona reviews being featured, they are more likely to earn 5 more coins
leave additional reviews in the future.

Social Sharing: Enable easy social sharing

options for reviews so that customers can share
their positive experiences with their friends and
User Journey Map
followers on social media platforms. This helps in
promoting the brand and attracting potential
customers.

Visual Content: Allow customers to upload Providing options to share the

videos along with their reviews. Visual content reviews helps in promoting the
User Experience can be highly influential and provide a better brand and attracting potential
understanding of the product's appearance and customers.
fit.

Providing SuperCoins on writing genuine reviews with the

photos /videos attached gives motivates the user to write
Key Metrics more reviews and share them social media channels to
earn more,
 User Experience
Overview
Suggested improvements/Solutions to
increase the no. of reviews and drive
user engagement
Gamification
User Segment
2 Write a Review & Earn

Gamify the Review Process: Implement a

gamification system where customers earn
badges, levels, or rewards for leaving reviews.
User Persona
This can create a sense of competition and
encourage more participation

Consider implementing in-app notifications,

pop-ups, or emails with a direct link to the
User Journey Map review page. Capitalize on their excitement or Write a Review & Earn

satisfaction while the product is fresh in their These SuperCoins could also be
minds. used to get exclusive Myntra
membership
Offer Incentives: Provide incentives for leaving
reviews such as discounts, loyalty points, or
exclusive access to new products or features.
User Experience This can motivate customers to take the time to
write a review.

Here User gets motivated to write a review since he is

been offered SuperCoins to do so which can be redeemed
Key Metrics
on the future orders.
 Key Metrics
Overview

User Segment
# Reviews Written
# Reviews written / # users who came to write the review

L2 Metrics
User Persona
% Drop Off
# Users who submitted the review / # Users who started
the process of writing a review

L1 Metrics
User Journey Map
# Successful Reviews
# Reviews Submitted / # Reviews Published

North Star Metrics

% Useful Reviews
User Experience % reviews marked useful / # Reviews Published

Key Metrics
"One stop for all your fashion needs".