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Product
Teardown
January 2023
by Mehvish Quadri
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Industry Landscape
Health & Glow is a Beauty Retail company. It offers a wide range of products
for skincare, hair care, make-up, bath & body, and personal care products.
Thereby helping consumers meet their specific beauty and wellness needs
Background
● Fastest growing sector in this decade: Online Beauty & personal care expected to grow to $28Bn
market with a CAGR of 27%
Online
Offline
Standalone
brand
Vertical
marketplace
● Satisfied customers: 88% of Indian women who use
Indian D2C beauty and personal care products are
satisfied with the overall product quality in this
segment
● Low customer retention & high CAC a critical
challenge for online brands
● Rise Of Visual Search: Tech-savvy internet users
have been using image searches by uploading
images on ecommerce platforms and getting
products similar to the images uploaded by them

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Why ecommerce personalisation is the need of the hour?
🤔 consumers expect
companies to deliver
personalized interactions
71%
😤 of them get frustrated
when this doesn’t happen!
76%
Customers want customisation…* …across their lifecycle..*
from brands that
personalise
Purchase
76%
from brands that
personalise
Repurchase
78%
brands that
personalise
Recommend
78%
..and spend more when they experience
high level of personalisation**
More items
110%
More AOV
40%
But brands still face challenges^
Not gaining
insight quickly
enough
40%
Not having
enough data
39%
Not having
accurate data
38%
1 2
3 4
*McKinsey **BCG ^Inc42

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Problem Statement
Personalise experience -> improve user experience ->
Improve conversion rates
Increase engagement Increase retention
Increase AOV
Increase conversion
efficiency
Increase customer
LTV
Increase visit
frequency
How would you personalize the website and app experience of Health & Glow?
● Beyond online user data, the brand has ~150 offline stores from which all transaction data is
integrated. How would you use this offline data to personalize the online experience for users?
● The solutions should have Expected ∆ in the CTR & Impact on overall conversion rates

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Out of scope
● Only web & app experience of Health & Glow are to be solved for
In scope
Assumptions
● Offline experience, push, social media, whatsapp, email, etc are out of
scope
● Offline data is an aid, and not a compulsory requirement for the
recommendations
● Only H&G users who are based out of India are considered
● Only H&G app has been considered for the sake of simplicity
● No ongoing personalisation efforts are in play for H&G customers
● Users have granted/ will grant all web/app permissions if required
● Ratio of offline to online customers: 70% offline users, 30% online users
○ Online users currently don’t shop offline,
○ Some offline users use H&G app to research (50%) and shop (30%)
○ 50% of offline users who research online use self checkout
● H&G uses WebEngage and has access to all its features
● Time, money & people are not a constraint for product development

6.
Budget Bhavna
The Budget-Conscious Shopper:
Bhavna is a young woman in her late
teens to early 20s.
Wants:
She is interested in skincare, hair care, and make-up products
that are budget-friendly and easy to purchase online. She is
also interested in personal care products and is willing to try
new products.
Goals:
To find affordable beauty products that fit their budget,
without compromising on quality.
Aspirations:
To have a well-groomed appearance without spending too
much money.
Pain points:
Limited budget, difficulty finding good deals, and lack of
knowledge on where to find affordable products.
Professional Payal
The Busy Professional:
Payal is a working woman in her late 20s
to early 40s.
Wants:
She is looking for a convenient and easy way to purchase
beauty products. She is interested in high-end skincare, hair
care, and make-up products, and is willing to pay a premium for
quality.
Goals:
To have a quick and easy beauty routine that fits into their busy
schedule, without having to spend too much time at the store.
Aspirations:
To have a polished, professional look that makes them feel
confident in their work setting.
Pain points:
Lack of time to go to/shop at the store, lack of knowledge on
the latest products, and difficulty finding the right products for
their specific needs 6
User Personas considered for this exercise

7.
Product Discovery Product Selection
Add to cart Checkout
Post purchase
Remove Buying
Friction
Increase AOV Improve Conversion
Needs/
Expectations
Find relevant
products
Consider a product
among
an assortment
Decide whether to
buy a product
Decide how much
amount to spend
Place order
Write a review.
Repeat purchase,
etc.
Wow there are so
many offers! Which
offer should i check
out?
I’ve been looking for
products but not
sure which ones to
buy
No offer on this
product even though
it was on offer page
Should i buy this
product or will i get
more discount if i
buy another?
I saw a coupon
earlier but i don’t
remember it
Do i buy the same
product or should i
explore for more
offers?
A variety of
products, where to
start?
I have been looking
for products but not
able to find what i
want
I want to buy this
product but i can’t
see any aggregate
reviews
What else can i buy
along with this
lipstick?
The products
recommended are
not relevant to me
I bought one product
some time back,
how do i find it?
Underlying
problem
Home page full of
offers, brands,
categories
Listing pages have
products which
might/ might not be
relevant to each
user
- Product listed in
wrong categories
- Very few products
in some categories
- Very few/ no
reviews for most of
the products
- Offers/ coupon
codes not easily
accessible to users
- No product bundle
suggestions for
almost every
product
- Offers/ coupon
codes not easily
accessible to users
- Recommended
products not
personalised
For a repeat user,
home page
becomes
distracting from the
main goal
User Journey

8.
RICE Prioritisation
Post Purchase
Remove buying
friction
● ‘Continue shopping’ card
● ‘I am feeling lucky’ card
● Customise landing page based on traffic source & user intent
● Real time personalisation based on user's activity
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Problem Stage Solutions (not exhaustive)
Product Discovery
● Helping offline shoppers who research online to make purchase decisions
● Live badges on products, product pages
● Rank product listings personalised to each user
● Personalize site according the to geo/demo/weather information of users
Product Selection
● Emphasize reviews for users with low probability to buy
● Ask users who have been browsing the site for a long time if they need any help
Increase AOV
● Offer discounts on carts with a higher value than the user’s current cart value to
encourage users to add more items
Improve
conversion
● Dynamic discount codes on checkout page
● In-app location-based cards & offers for ATC/ wishlist products
● Restocking suggestions based on user's offline+online purchase history &
replenishment rate
P1
P2
P3
P4
P5
PX

9.
Solution 1: Helping offline shoppers who research online to make
purchase decisions
Product
Selection
Context/situation: User visits a H&G store, opens mobile app to know
more about product before making buying decision
What is the user thinking?: I want to know what others think of this
product, how do i use it, does it complement the mascara i have, are the
ingredients good?
Outcome expected: Solve user queries; make decision making easier
P5
Logic of
personalisation
Variables: User location, user
purchase history, user
wishlist, shop inventory, user
past behaviour
Solution: Personal Shopping Assistant
- What:Helping offline shoppers who research online before making a
purchase decision
- Elements to personalise:
- Prompt: Personalised card on homepage
- Content and Layout: of ‘Assistant mode’ page & inside pages
- Content: Info on helping user make an informed choice and decrease
friction
- Expected delta in CTR: 50% of the cohort will click on this card
- Impact on conversion: Very High
- Success KPI: % increase in Conversion rate within 1 hour of
activating Assistant mode over a period of 1 month and 3 months
Bhavna, you seem to be near
H&G Rajaji store
Open your personal
Shopping Assistant

10.
Click here for
Shopping Assistant
Bhavna, you seem to be near
H&G Rajaji store
Open your personal
Shopping Assistant
Bhavna, you seem to be
near H&G Rajaji store
Open your personal
Shopping Assistant
First time user
User who has used Assistant
less than or equal to 10 times
User who has used Assistant
more than 10 times
Solution 1: Personal Shopping Assistant
Product
Selection
P5
Introducing your personal
Shopping Assistant to get
the most out of your
shopping experience
Click on thus button to
get started

11.
Main Interface User who usually requires product
knowledge
User who usually requires social
proof
Scan
Product
Barcode for
more info
Trending in
H&G Rajaji
Store
Your wish has
ben granted!
Out of stock options
from your wishlist
available at Rajaji
store
Solution 1: Personal Shopping Assistant
Product
Selection
P5
By 469 users
Perfect for a
budget
morning
routine

12.
Bhavna, may I
help you?
X
Solution 2: Asking users who have been browsing for a long time if
they need any help
Remove buying
friction
Context/situation: User opens H&G app and browses the site, opens
pages after pages but performs NO definitive action (WL/ATC/CO)
What is the user thinking?: I am not able to decide what i want/ I am not
able to find what i am looking for/ I am not able to find good offers/ I am
not able to find the products i want at a good price/discount
Outcome expected: Solve user queries; Remove buying friction
P4
Logic of
personalisation
Variables: User activity time,
average discount applied per
cart, category/ brand/
product affinities
Solution: May I Help You?
- What: Asking users who have been browsing for a long time if they
need any help
- Elements to personalise:
- Prompt: Pop-up a dialog box asking user input
- Chatbot: for user to resolve queries and get redirected to the
required outcome
- Content: Info on helping user make a decision
- Expected delta in CTR: 50% of the cohort will click on this prompt
- Impact on conversion: High
- Success KPI: % increase in Conversion rate for target users over a
period of 1 month

13.
Screen prompt Selection prompts for user input Engaging user in a conversation
Solution 2: May I Help You?
Remove buying
friction
P4
Bhavna, may I
help you?
X
Need better offers
Can’t find what you’re looking
for?
Unable to decide what to buy
Thanks, I’m just window
shopping
Need better offers

14.
Add items worth INR 349 to your cart
and get 10% additional discount
Solution 3: Offering discounts on cart with a higher value than the
user’s current cart value
Increase AOV
Context/situation: User has added one or more items to the cart, and is
likely to checkout soon
What is the user thinking?: I have added a couple of items to the cart.
Should i add something more or should i checkout?
Outcome expected: Increase order value
P3
Logic of
personalisation
Variables:
1. User cart value,
2. user intent to checkout (past AOV of carts
with current/similar cart items),
3. user propensity to pay (Median order
value, Max order value)
Solution: Buy more for an offer
- What: Offering discounts on cart with a higher value than the user’s
current cart value to encourage user to add more items
- Elements to personalise:
- Message Bar: Pop-up a message bar showing real-time
difference between offer cart value & current cart value
- Offer: Using in-session behavior to show personalised ATC offer
- Content: Enticing offer to push up order value
- Expected delta in CTR: 20% of the ‘Bhavna’ cohort & 10% of the ‘Payal’
cohort will claim the offer
- Impact on conversion:Very High
- Success KPI: % increase in AOV for target group vs control group over
a period of 1 month

15.
Offer pops up Message updates in real time Cart value achieved
Solution 3: Buy more for an offer Increase AOV
P3
Add items worth INR 349 to your cart
and get 10% additional discount
Almost there! Add worth INR 170 and
get 10% additional discount
Congrats🎉🎉🎉
You unlocked 10% extra discount
Add items worth INR 499 to your cart
and get 5% additional discount
Almost there! Add worth INR 320 and
get 5% additional discount
Congrats🎉🎉🎉
You unlocked 5% extra discount

16.
Logic of
personalisation
Variables: User
purchase likelihood,
user location,
category/ brand/
product affinity, user
persona
Payal_2 from Same
location says:
The product is very good
and suits perfectly to my
tanned skin and blue eyes
X
Context/situation: User has a low probability to purchase a product, and
has shown affinity to social proof
What is the user thinking?: I am not sure if i want to buy this product, does
it delivery value? I want to know what others think of this product, is the
experience good?
Outcome expected: Solve user queries; Remove buying friction
Solution: A user like you has bought and liked the product
- What: Emphasising reviews for users with low probability to buy
- Elements to personalise:
- Prompt: Pop-up a box with a relevant user review
- Review to show: To be from a person that matches the
persona of the user
- Content: Info on helping user make a decision
- Expected delta in CTR: 30% of the cohort will ATC
- Impact on conversion: High
- Success KPI: % increase in Conversion rate for target users over a
period of 1 month
Solution 4: Emphasising reviews for users with low probability to buy
Remove buying
friction
P2

17.
Restock your wares
Expires in 3 days Expires in 8 days Expires in 5 days
Solution 5: Asking users to restock based on their offline+online
purchase history & replenishment rate
Post Purchase
Context/situation: Returning user opens H&G app
What is the user thinking?: I know what I want to buy/ I want to explore
offers on the app/ I want to restock my product that i bought 1 month ago/ I
am just exploring the app for my product teardown research
Outcome expected: Remove distractions, Increase conversion
P1
Logic of
personalisation
Variables: User
purchase history,
Average replenishment
rate of products
Solution: Restock your wares
- What: Asking users to restock based on their offline+online purchase
history + average replenishment rate of each product of this user as
well as other users
- Elements to personalise:
- Prompt: Personalised card on homepage
- Product listings: personalised to user, expiring in next 10 days
- Expires in: Based on replenishment rate and purchase date
- Content: Products to restock
- Expected delta in CTR: 50% of the cohort will click on this prompt
- Impact on conversion: High
- Success KPI: CTR & Conversion rate for target users
Glad to have you back Payal!

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Other interesting solutions to work on
● Real time personalisation based on user's in-session activity
● Rank product listings (during search/ recommendation/ etc) personalised
to each user
● Customise landing page based on traffic source & user intent
● Live badges & rich data on products on product/ listing pages
● Site customisation based on user internet speed

19.
Thank you!
Reach out to me: Mehvish.Quadri10@gmail.com
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