Content Design for AJIO
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Client: AJIO
Role: Content Designer, Content Strategist and Trend Forecastor
Tools: Figma, Google Docs, Semrush(Keyword research), WGSN, Google Analytics
Team: Performance marketer, Category manager, Catalogue manager, Graphic designer
AJIO is a fashion e-commerce portal owned by Reliance Retail. One of India's biggest online shopping platforms, AJIO features an inventory of over 5000 brands for men, women, and kids, including clothing, footwear, and accessories.
Brief
I was tasked with designing, strategising, and wireframing a digital store for ethnic wear in AJIO, specifically to cater to India's summer trends for ethnic wear in 2024.
The page, slated to launch right before Holi, needed to blend festive fervour & functionality for the hot season ahead.
Process mapping
I determine if an AJIO e-store is still relevant (depending on the page theme, seasonal demand, and conversion.
➡️ New page requirement: I check the feasibility and demand to test for actual user demand for new categories.
➡️ Forecasting and Consumer Analysis: I analyze inventory and past consumer data to identify seasonal bestsellers, and track market trends in apparel, footwear, beauty, and accessories to forecast upcoming buying patterns.
➡️ Page wire-framing: Next, I plug in all this info to construct webpage wireframes. This includes studying trend relevance and deciding the visibility & position of each trend/ brand on the e-store.
➡️ Content design: After strategising, I moodboard, benchmark, plan page theme, & draft content for each section.
➡️ Performance tracking: Did the strategy hit the bulls-eye? Tracking helps me study page impressions & top-performing categories. This process is usually iterative.
Trend & consumer analysis
I analyse online trends, India’s search patterns, global fashion forecasting reports, & past consumer data to identify sellable inventory categories.
Snips from search history tracking for the Indian ethnic wear market.
Core macro and micro trends mapped out from various resources.
Snippets from competitor websites for benchmarking inventory curations, design and trends.
Colours and moodboarding
Indian Summer Breeze
➡️ Oversized, non-traditional florals
➡️ Vintage modern appeal
➡️ Fresh, breezy and summer-forward appeal that is season relevant.
➡️ Modern-vintage fonts in medium to high contrast strokes that replicate the 60s typefaces.
Content strategy & tonality
The tonality is inviting, casual and warm.
Intent
The e-store launched right before Holi, a festival that celebrates the arrival of spring. The content strategy was built to mimic the season of colourful bloom, new beginnings, vacations and new trends.
Linguistic devices
Linguistic devices such as assonance, intonation and rhythm were used to add the perkiness in language and make it more inviting.
Theme: Fervour meets functionality
Apart from the summer relevance, the categories were hand-picked to suit the functional needs of people's wardrobe and make navigation easier.
For example, a large number of women searched for cotton kurtas with pockets for workwear. This micro-category was identified and incorporated into the wireframe.
E-store, designed
Spring-flavoured landing
Made the first scroll extremely summer-relevant.
Festive buying
Added an ad hoc section for Holi by identifying top-selling products for the festival & adding them in the first scroll.
Additionally, I designed a section for versatile apparel micro-categories, pre-filtered with summer fabrics to ease buyer choice.
Trend-led styles
Added a trend-led section that introduced buyers to top summer trends with a curated Product Listing Page (PLP).
Cross-sell kiosks
A 'quick-finds' inventory plug-in was added for items that can be independently bought without a pairing. This acted like an independent, low-cost, cross-sell kiosk to boost functional buying.
Far right: A separate section was added with curated looks for vacationing and summer weddings.
Cross-category promotions
Home and Accessories sections were added for cross-category promotions.
Far right: Additional banner plug-ins with different PLPs.
Impact
Page updated
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