Product Manager Interview E-commerce Case Study

Problem Statement

Improve login rate on the GIVA mobile app

Background

GIVA is one of the leading D2C fine jewellery brands in India. They started out as an online only platform and soon expanded into selling their products not only on major e-commerce platforms such as Amazon & Myntra but also via their 100+ physical stores (exclusive brand outlets aka EBOs) and now offers an omni-channel experience to their customers.

Approach

1. Understanding goals/needs
2. Identify gaps/opportunities & validate
3. Ideate solutions & prioritise
4. Call out Risks & Roll Out Plan
5. Define Success Metrics

Part 1: Goals / Needs

User Goals

• Users quickly want to browse through the product collection to see if GIVA has any desired products
• If yes, purhase or shortlist products for later

Business Goals

• Get users to sign up with contact details that can be used for reaching them later (manager CRM)
• Understand & save users preferences to provide personalised product recommendations for great UX
• Also, provide personalised offers & deals to users

Part 2: Identifying Gaps/Opportunities & Validating with data points

Validating above identified gaps & opportunities

Quantitative data can be looked at along with Qualitative feedback from few users via interviews or focus groups to validate these identified gaps/opportunities & gauge the impact.

Part 3: Ideate Solutions & Prioritise

Part 4: Call out Risks & Roll Out Plan

Sensitive Changes

• Enforcing login on cart to continue checkout may lead some users to drop, hence, is a risk. It should go through a phased roll out starting with a A/B test to be sure conversion doesn’t drop & affects business in a negative manner
• Social Login Methods such as Google & Whatsapp may have costs associated. An estimate should be taken before implementation to ensure incremental cost, if any, is well within the allocated budget
• All other changes are not sensitive in nature & do not pose any risk

Part 5: Success Metrics

Primary Metrics

• Increase in % logged-in users/total users
• Increase in step funnel conversion for Login flow

Secondary Metrics

• % users choosing alternate login methods
• % users successfully logging in through new nudges introduced on PDP, Cart & other pages

Counter Metrics

• Change in % conversion from cart to checkout page; Ideally, it should hold at same level or increase

Hope you readers find this helpful. Do let me know your thoughts in the comments.

If you’d like to read more such case studies, you can follow me here!

You can also connect with me on LinkedIn.