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Designing Frikly from scratch an E-commerce for home interior

YOUR LOCAL INTERIOR STORE BUT ONLINE

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OVERVIEW

Frikly is a one-stop place eCommerce store to help you purchase anything to build your home's interior from scratch, be it planks to home decor.

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PROBLEM

The problem statement at the start was to build a semi-premium eCommerce brand which can replace hardware stores with the premium furniture store and become a one-stop place to buy anything for home interiors.

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MY ROLE

My role as a Freelance Founding Designer was to help them build there brand and website from scratch.

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MY IMPACT
  • Helped scale Frikly to 25K monthly users and generated a revenue of 1.25 crs in 100 days of launch

  • Developing UX to improve user interaction of product pages by 50%

  • Helping customers to browse a wider variety of products by introducing a catalogue feature.

  • Designing to serve different users such as Frikly Professional for interior designers, Frikly Seller for shop owners & Frikly main website for general users.

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TARGET AUDIENCE
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Age Group - 24 to 40 years

Interest - Mid to High income users who can afford to do interiors of there home.

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OUR APPROACH
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DESIGNING FRIKLY
Branding for Frikly

Our first goal was to set the tone and feel for the brand. According to the client he wanted to give a premium outlook to the brand as Frikly is for mid to high-income group users.

As you can see in the above Branding Graveyard. I tried multiple logo form factors, colours & fonts. The few constraints we had was keeping in mind that the colour, font & branding shouldn't match with any existing eCommerce brand. After a few discussions and design iterations with the client, we finalized the following branding of Frikly.

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Branding of Frikly

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Designing for multiple user bases

Frikly caters to four different user groups, each with specific needs. The first and most important group is Frikly's main audience: consumers who are interested in buying products from Frikly. The second group is comprised of sellers who want to showcase and sell their products on Frikly's platform. The third group is made up of interior designers and architects who use Frikly Professional to invite their clients to browse and purchase products, while also earning a commission. Lastly, Frikly admin are the people who manage Frikly from backend. 

My goal was to design for their 3 primary audience Frikly Consumer side, the Frikly Seller side and lastly Frikly Professional side with a different look and feel serving different audiences.

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Optimizing the Product Page for Higher Conversion

Following the initial launch of our product page, we continuously monitored its metrics to evaluate our design's effectiveness and understand the drop-off rate. This data guided us in optimizing the page structure and design, thereby enhancing the likelihood of user conversions.

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Design explorations for the homepage

We ultimately chose to categorize our trade and fantasy questions to create a sense of urgency and improve social proof. By strategically spacing out the sections, we were able to avoid a cluttered look. We also prioritized important sections, such as promoted banners, on the homepage. Our primary focus was on providing users with clear action options and promoting feature discovery, all visible on the first section of the homepage without the need for scrolling.

Old Homepage

New Homepage

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Revamaping the homepage improved click rate by 15% 

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CONCLUSION

Thank you for taking the time to read through this case study. While this case study provides only a glimpse of my work at Kraze, I hope it demonstrates my design process and approach to problem-solving.

Working at Kraze has taught me not just how to design, but how to build great products. Seeing the positive impact my designs have on users is always a fulfilling experience.

Although I did not cover the Kraze Fantasy module in this case study, I would be happy to discuss it further in a call. Please feel free to reach out if you have any questions or if you would like to discuss a potential project.

Need help with a project or just want to talk ?

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