Fabindia is India’s largest e-commerce platform for products that are made from traditional techniques, skills and handcrafted processes. Their product offerings include apparel, home linen, decor, furniture, food, etc.
This project was about revamping their existing app and website.
Domain
Lifestyle, e-commerce
Service Rendered
UX Revamp
The UX Challenge
FabIndia transitioned online before the pandemic. During the pandemic, they had to shut their retail stores, forcing them to rely entire on their online experience. Trusted with 60+ years of legacy, they sought to expand their customer base. Post-lockdown, they observed increased home décor and furniture sales, aiming to diversify from their "kurta company" image.
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Missing brand personality:
The biggest challenge was that FabIndia was largely only known for its Apparel offerings. It was positioned as a ‘Kurta company’ even though it had a large portfolio of offerings in the home and lifestyle space. It did not highlight the handcrafted products by empowering local artisans across India for which Fabindia is known.
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Standard e-commerce template design:
Nothing unique about the experience.
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Lack of persuasion:
While Fabindia is a trusted brand, there was no validation for why a customer should purchase from them.
The Solution
Celebrate India ✨
Highlighting the factors that make Fabindia unique – sustainability, handcrafted products, artisans, the Fabindia village, the crafts of India
Visual styling designed with the brand colours, a typeface palette that combined serif with sans serif to symbolize ethnic and traditional with a modern touch
Portraying design authority through Style Guides, Interior Design Studio
Showcasing Fabindia’s wide range of products and services 🙌🏼
Selling Fabindia as a lifestyle brand through “A day in the life of…”
Cross-selling and up-selling via banners, cross-category combos to inspire customers
Building customization and monogramming flows
Engaging and educating users on the various art forms and fabrics of the country
Alternate forms of navigation ↔️
Make the app more modern & intuitive. Rework on the entire information architecture.
The Process
Stakeholder interviews: Insights
Conducted interviews with stakeholders of the apparel, home & interiors departments to understand the business goals, strategic considerations & critical success factors for this project.
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Customers: Well educated, millenials, established professionals, high income
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Offerings: Lifestyle, utility, aesthetics, decor, multi-category products
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Fabindia is facing a challenging situation – typically only known for kurtas. It initially started as a home brand.
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There is no home page for Home & Lifestyle and hence has an identity crisis
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COVID-19 lockdown was a game changer since people focused on homes. Also, people started cooking at home, which led to sales of their kitchen appliances, furniture, etc
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The option of EMI in payment is shown during the checkout process instead of as a part of the product details page, so not many people are aware and that needs to be highlighted.
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Definition of FabIndia aesthetics – Heritage, old world, global, evident finesse and classic
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Success Factors - 20% total turnover online as opposed to 8% offline
Sitemap
We performed the Card sorting technique to better understand the L1, L2, L3 categories for better and easier navigation. This helped us segregate each L3 categories like Kurtas, Shirts, Bedsheets under the right section.
Information Architecture
For better navigation of categories, each category was divided under L1 (Main category), L2 (sub-category) & L3 (Sub-sub-category).
Visual Design
The page contains brief information about all the different product categories spanning from lifestyle to furniture products
Style Guides
Aa
Using Playfair Display for banner headings adds elegance, while Assistant's modern sans-serif design enhances readability in body text.
Playfair Display
Regular
Semi bold italic
Bold
Assistant
Regular
Semi bold
Bold
Includes bright and pastel colours. Every category has it's own unique colour
Primary Colours
#903233
#4A4A4A
#FFFFFF
Secondary Colours
#D7AF49
#DC7964
#5C3831
#648DDC
#E7B1B1
#D49D49
Product Cards
On Hover
E-commerce Banners
UI Screens
The primary goal was to showcase various navigation methods, educating users and enhancing search, especially regarding fabric and the diverse types of sari materials from different states.
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Bold Apparel Imagery:
Striking and visually appealing imagery is utilised to showcase items, capturing the attention of users.
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Extensive Filter Options:
The platform offers a wide range of filter options, allowing users to refine their search and find products that align with their specific requirements.
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Convenient Navigation:
The navigation bar above the catalogue images facilitates easy access to supporting products. For eg, when viewing Saris, users can also navigate to blouses.
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Sustainable and Handcrafted Icons:
Icons are used to clearly indicate if a product is sustainable and handcrafted, providing users with visual cues and reinforcing Fabindia's commitment to ethical practices.
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Furniture Customisation:
The platform highlights a customisation option for furniture, enabling users to personalize their furniture choices and create pieces that suit their specific preferences and needs.
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Comparative Analysis:
The Compare option allows users to perform detailed comparisons between two or three apparel products, empowering them to make informed buying decisions. This feature simplifies the evaluation process and aids users in selecting the most suitable product based on their preferences and requirements.
Design System Overview
Outcome
An E-Commerce Platform Showcasing, Educating, and Engaging Users
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The platform embodies the essence of the brand while showcasing its unique factors and engaging customers in an informative and interactive manner
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It celebrates India's rich cultural heritage by highlighting sustainability, handcrafted products, artisans, the Fabindia village, and the crafts of India.
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With visual styling aligned with the brand's colors and a typeface palette combining ethnic and traditional elements with a modern touch, the platform exudes a design authority that reflects Fabindia's commitment to preserving and promoting Indian craftsmanship.
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Fabindia's wide range of products and services are prominently showcased, allowing customers to explore and purchase with ease.
Check design that is live at Fabindia