2024
Myntra
Case -Study
Background
M Now launched as Myntra's 30-minute delivery service for fashion and lifestyle products, expanding to major cities including Delhi, Mumbai, and Pune. The service demonstrated strong market demand with significant spikes during key occasions—Valentine's Day saw a 4.5 times increase in orders and Mother's Day triggered 3.5-five times more apparel purchases. By leveraging real-time order tracking and seamless logistics integration, M Now has established quick-commerce as a viable model in fashion retail, currently serving over nineteen thousand pin codes across India."
Core problem
Designed a real-time post-purchase tracking page for Myntra's 30-minute delivery service. Challenges included building this feature from scratch with no existing reference, deciding on tracking functionality scope, and navigating third-party mapping integration constraints that required design-development collaboration."
Our Process for M-Now
Started with discovery to understand the post-purchase experience gap. Conducted user research to identify pain points around delivery anxiety and lack of real-time visibility. Synthesised findings to prioritise key problems like missing delivery certainty and unclear status messaging. Explored two design directions - one without a tracker and one with real-time tracking. Built prototypes and tested with users to validate the tracking solution. Collaborated with third-party logistics partners to integrate live mapping. Iterated based on feedback and launched a simplified tracker with a delivery timer to reduce user anxiety and support calls.
Key Actions Taken
Conducted User Research — Interviewed users to understand delivery anxiety and tracking needs
Explored Design Solutions — Built two prototypes comparing tracker versus non-tracker approaches
Integrated Third-Party Logistics — Worked with logistics partners to enable real-time tracking and mapping
Launched and Iterated — Released the tracker with a delivery timer, then refined based on user feedback to reduce support calls
Key Features Introduced
Real-Time Tracker — Shows live order location and movement towards delivery
Delivery Timer — Displays a countdown to a 30-minute delivery window, reducing user anxiety
Order Status Clarity — Clear messaging at each stage of the delivery journey
Simplified Interface — Uncluttered design focused on delivering information without overwhelming users
Results and Impact
Reduced Support Calls, Clear delivery tracking eliminated customer confusion about order status and location
Improved User Confidence: Real-time tracker and delivery timer gave users certainty during the thirty minute delivery window
Lower Anxiety: Transparent delivery information reduced customer worry and frustration
Increased Trust in Service Users could self-serve with tracking information instead of relying on support, building confidence in M Now as a reliable service
2024
Myntra
Case -Study