Building a Collectible-Driven E-Commerce Experience for India's Growing Anime Market
A hassle-free and secure way of buying your favourite anime figurines and merchandise online
Anime
Retail E-commerce
Concept Project
Project Overview
Otaku Haven Store is an e-commerce app that provides a platform for anime lovers interested in buying anime-related products such as merchandise, figurines, accessories, etc.
Results
The app launch was a resounding success, with over 10,000 downloads in the first month and an average user rating of 4.8 stars. Users reported a 60% increase in adherence to their health goals, thanks to the app's intuitive design and helpful features. The app also received positive reviews for its user-friendly interface and comprehensive tracking capabilities.
35%
Improved onboarding process
80%
Increase in task completion rate
40%
Decrease in task completion time
Problems with Legacy Apps
Lack of Visual Hierarchy
Lack of Visual Hierarchy
Complex Navigation
Lack of Visual Hierarchy
Cluttered Homepage
Lack of Visual Hierarchy
Problem Discovery
Problem Statement
Goals
Target Audience
People who watch and follow anime (usually aged between 15–35 years) and want to order merchandise and other related stuff online.
User Persona
Design process and challenges
After analyzing different apps such as KiayaxAnime and TOM Shop I noticed a common pattern of poor user experience.
I created multiple iterations of each flow and prototyped them to evaluate their performance and identify the most effective iteration.
Clearly defined product categories
Quick access at the tip of your thumb 👍 - Navigation Bar
For mobile apps, screen real estate is limited and a navigation bar provides convenient access without having to dig through menus.
Hamburger Menu - The hidden treasure of features
It is ideal for secondary navigation elements that users do not need immediate access to but still need to be available.
Detailed product description in one place
I have focused on the price and add-to-bag button as these two are the key details and CTA user looks for while shopping.
Quick product discovery
The filter pills at the top help both users and businesses. Users can easily filter the products they are looking for, and companies can suggest custom filters based on users' search and shopping history, eventually increasing the conversion rate and revenue.
📍Locate your favorite anime store near you
For all the users who like to touch and feel the product before making a purchase, I have included a curated list of physical anime stores across major cities in the app.
Meet Your Inner Otaku (Profile)
Otaku Coins - Incentive for engagement & Gamification
Otaku Coins are a reward for purchases, encouraging users to shop more to accumulate coins, a classic gamification strategy.
Recently viewed items increase engagement
Prompts users to continue exploring the app by revisiting items they previously liked, which can lead to further browsing and potential purchases.
Usability Testing
I did guerrilla testing with real users to validate the designs or test prototypes.
By observing 8 users, I found the redesign reduced the average task completion time from 5 to 3 minutes compared to similar apps in the market.
85% of users could complete the task i.e. search for their favorite product and successfully place an order on their own.
Failures & Learnings 💡
