in Making consumers more powerful with 'Digital Life'
In 2016, Jio was launched as a telecom company and has since evolved into a tech company with a range of products. Despite a massive user base of over 200 million, many users still perceive Jio primarily as a telecom company, overlooking its diverse digital offerings such as JioCinema, JioTV, JioSaavn, JioMart, Netmeds, JioNews, and JioGames.
Now in 2023, while managing key business goals, the challenge was to share Jio’s vision of digital life with their users with Jio.com as the platform.
Functionality of Jio.com?
Jio.com is a website offered alongside the MyJio app by Jio Platforms Limited, with daily average traffic of approx. 3 Million+ visitors.
Design to help users discover
Apart from availing subscription services, users can browse through product catalog and get new Jio products and services.
A reflection of the brand Jio
Support business requirements with quick turnarounds of launches by setting guidelines that don’t disrupt user’s perception of an ecosystem with every update on the Platform.Quick and effortless searchability
Improve discoverability of all Jio products to give users added exposure to other Jio products in the ecosystem.Drives business objectives.
Optimise performance on both functional sales (mainly telco and devices) metrics and brand metrics (all tech products).
Project duration: July 2022 - Dec 2023
Team: Sole designer with Senior Designer guidance, 1 content writer, 2 Analysts, 2 PMs, 4+ DevelopersImpact
We launched 1st phase of page on 25 Dec 2023, and started monitoring site with Google analytic tools.
• 12% growth in DAU.
• 5% increase in business KPIs
• User base of desktop increased from 5% to 9%
• Decrease in bounce rate by 20%
Our goal for the next few weeks would be to track usage, actively engage with consumers using the features and work on the set of enhancements.
Understanding users
I started with understanding the expectations of businesses with users and how users behave on platform.
Jio and its brand architecture
After discussing with Himadri (Lead designer at Jio) i laid brand architecture of Jio products and what should be place upfront on Jio.com.
What will come when?
I started with narrative for sections in order, The first very crucial step of putting sections into priority masses to niche.
So to take care of users who already have a set of priorities, and if they want to, they can explore further
What will change when?
Added dynamics and considering all stakeholders, strategized how content will be planned and managed by different stakeholders with frequency to be updated with our content writer.
Design iterations
I created low-fidelity wireframe design and discussed possible pros and cons with other stakeholders, then jumped to another option to solve those issues. after freezing our final design, I started high fidelity approach for sections and templates.
Design: Desktop vs Mobile
Since Jio.com has a higher count on mobile as compared to desktop (90% on mobile) we focused deliberately on design conversion for mobile-friendly design.
After several rounds of feedback from stakeholders on possibilities, I created a template system with multiple templates and ratios to cater to all different needs on a platform, but not necessarily used all along.
Not entirely depending upon the content, With varied content, templates can be adopted contextually so it will also reduce new development and test cycles as new content comes.
So these drill-downs from section templates to card/ widgets entirely focuses on conversion after communication/interaction with users. holding a consistence narrative.
The main challenge was to get undivided attention of user on one specific story (card) and keep it till the end (of conversion).
Due to huge content, scrolls in page mobile were comparatively long, so instead of shortening, I came up few better strategies.
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Added a sense of something new with each card, which we mixed with widgets for better interactions.
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Dynamic text content for mobile optimized with CMS requirements.
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Imitated promo cards with look and feel of reels, swifting scrolling cards, one after another with gradual scroll animation.
with the help of CMS team, we strategized content based on user behavior to get more engagement, this raises product awareness as well as well as conversion within users.
Final design
Impact
Learnings
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Setting product goals initially to take all stakeholders on the same page: This not only eliminated conflicts of interest but also paced the process for all of us.
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New design trends vs product requirements on the homepage we get continuous requirements of updating content for new releases, on the other hand, taking design to new freshness. after considering scalability, we aligned and optimized our requirements with the new Bento UI trend, which allows us to go one step ahead of what is already happening in the industry.
To comply with my confidentiality agreement I have omitted and appropriated confidential information. These designs are a reinterpretation of the original.