Explore

UR brief

Research Objective

To understand the entire discovery journey of users on Meesho and identify their:

Intent/goals , motivations and mental model while browsing products under various Meesho programs

Pain points/bottlenecks leading to low awareness and comprehension of key strategic programs (esp Gold / Malls)

User Cohorts

New to Meesho - 0-3 lifetime OD

Interacted with programs

Never interacted / New to programs

Old to Meesho - >=3 lifetime OD

Interacted with programs - Clicks on PDP / widgets

Never interacted / New to programs

General guidelines

Check from users who start exploratory journey from home page

Try isolating deal hunters / users too indexed on pricing

Show them a common PLP which has products across programs - Lehengas and Dresses etc

Areas of Inquiry

DISCOVERY JOURNEY MAP : Step wise enquiry and Hypothesis

General perception -

HYPO - Users feel Meesho is an avenue for low priced mediocre quality products

Probe - General awareness about different programs on Meesho for low intent / home page traffic

Enquire - What kind of offerings does Meesho provide post checking the app? General perception of platform?

Just low priced unbranded goods? or other things

HYPO - Users are unaware of the different programs due to current clutter or several constructs

Enquire - What programs are users aware of? Of the aware ones, comprehension?

Enquire - Do they relate with one program more than the other? If yes, reason?

Probe - How and why did they understand the first program? Why not the others?

Enquire - Do they relate with no program? Do we sense cognitive overload as the primary reason?

Probe - Check if the reason for not seeing differentiated discovery of PLP / PDP is due to too many things

Enquire - Expectation of how a good quality / premium offering should be placed

App open / Home page -

HYPO - Users focus, consume and understand the key strategic constructs available on home page

Probe - Users pay attention towards overall offerings on home page pre starting exploration (Cat bar / Bottom nav etc)

Probe - Comprehension of Malls on bottom nav

Probe - Users spend time analysing UI across widgets available on home page

Probe - Users read and distinguish the differentiated UI / coach-mark and educational nudges on widget screens

Probe - Attention towards Gold pill / suggestive badges and updated colour scheme

Enquire - Co-relation with anything premium

Probe - Attention towards Mall pill / suggestive badges and updated colour scheme

Enquire - Co-relation with anything branded / superior quality

Enquire - From a widget standpoint, check if more attention or focus goes to BAU constructs (Daily deals etc) or strategic initiatives (LC / Mall / Gold)

Enquire - Users are able to comprehend value proposition of the program

PLP -

HYPO - Users pay attention to and are able to consume differentiated trust markers available on PLP across constructs

Probe - Users pay focus on differentiated markers of different programs when the listing surfaces on PLP

Enquire - Attention indexed on pill highlight / UI colour / both

Enquire - Users are able to comprehend the correct value proposition of program from markers in PLP

Enquire - Users are able to understand and recall the value offering across multiple programs visible across feeds / Noticeability of UI across various programs

Probe - The differentiated trust markers assist in intent formation / curiosity leading to PDP click

Probe - Association of the trust markers with anything premium / true value prop

PDP -

HYPO - Users pay attention to differentiated PDP UI for different programs

Probe - How much does Gold / Mall UI assist here? General scanning of this section

Probe - Attention towards differentiated Gold pill / suggestive badges and updated colour in place of ratings pill

Enquire - Co-relation of the distinctive UI with anything premium

HYPO - Users purchase decision also bakes in value proposition stated out in PDPs

Probe - How do they make the decision to buy?

Enquire - What are the major levers? Images / Ratings / Reviews?

UR study details -

https://docs.google.com/spreadsheets/d/15tEEkq6J1tEDamiuBsydACHd1aHigYW3FFLaEvTdOKc/edit#gid=0⁠

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