focus area
PRODUCT DESIGN
PRODUCT STRATEGY
DESIGN OPS
TEAM
SIDDHARTH
AJINKYA BHAGWAT
HAREESH TR
HARIKRISHNAN SREENATH
ILLUSTRATION
JIBIN JOSEPH
MIDHUN MOHAN
DEVELOPERS
KARANDEEP SINGH
PUSHPAK ASHWATHLE
DEEPANSHU SINGHANIA
I joined this charter in 2020, along with my lead Ajinkya Bhagwat. In the first year we ran experiments and made incremental changes in an already existing reward platform to validate our business hypothesis and PMF. Over three years, I shipped the end to end e-commerce platform known as CRED Store, and scaled it to serve millions of users. Additionally, I played a key role in expanding product capabilities that enhanced gamification and user engagement
The v0 of this product comprised of 3 screens which were discovery card, details bottomsheet and shipping. The primary objective in the v0 was to test out best pricing constructs and curations.
The primary guiding principle of the store was to create a bespoke experience while ensuring the screens were dynamic and templates. This approach reduced operational time and allowed us to experiment rapidly, a necessary and top priority of the revamp.
BUSINESS CONTEXT
We believed our members would appreciate a discovery-led store rather than one driven solely by specific intent. A key differentiator for us was the unique payment option using CRED coins, which members earn by paying their credit card bills. Hence store not only helped us generate positive revenue but also to increase coin burn, making it one of the most crucial business in our offerings.
We took BIIIGGG calls like not having a search bar and letting users spend time on the product to help them discover products that they would have never heard of had it been an intent led store.
We meticulously crafted all essential e-commerce components. We paid particular attention to refining the visual designs of the Home page and Product Detail Page (PDP), aiming to set our store apart visually and elevate it.
Each page went through numerous iterations to ensure a higher standard of visual design in the e-commerce space than our competitors. The idea was to carve out a nice for ourselves as a curated marketplace and not get in rat race of becoming an online shopping platform
Our primary focus was on crafting an immersive shopping experience that not only fulfilled functional needs but also embodied our brand's commitment to sleek yet user-friendly design
Beyond revenue, engagement was a pivotal metric for us at CRED Store. We strategically incorporated various gamification elements to incentivise user behavior and fuel effective campaigns. A standout feature was our "Deal of the Day," which significantly boosted daily visits and improved retention by giving users a compelling reason to return frequently. This approach not only kept our user base engaged but also deepened their connection with our platform .
Other than Deal of the day, I also worked on other gamification features like “Lucky Strike” : A gamified - chance based discount mechanism and “Brand Stores” : A curated and prime real estate for brands to curate products along with a layer of their own storytelling.
I helped centralizing all operations, encompassing brand guidelines, photography, and campaign creatives, in-house. This strategic move ensured a consistent, high-quality output across every facet of our brand. Collaborating closely with the exceptional Ops team led by Indrajith and Harikrishnan Sreenath, we adeptly solved for rapid turnaround times while maintaining an elevated design standard. By establishing strict guidelines from day one, we gained speed and stability as we scaled the product, maintaining consistency and excellence at all times.
These guidelines being in place from day 1, helped us monumentally as we scaled since we could bring external photography and creative studios on board for design execution without loosing our core vision.
With v0, we revamped our partner signup portal, streamlining the process for onboarding new partners onto the platform. Additionally, I helped launch extensive campaigns aimed at bringing new direct-to-consumer (D2C) stores and partners onboard, fueling the growth of our ecosystem.
CLOSING THOUGHTS
As a product designer, my role was to create a configurable and modular UI system capable of accommodating daily experimentation, operations, and launches. However, maintaining a store of such high quality on a daily basis requires a unique blend of creativity and business acumen where proper ops execution comes in. Shoutout to the insanely talented Indrajith who ensures quality on a daily basis with his amazing art direction. Remarkably, at the age of 22, I was entrusted with extraordinary ownership, overseeing the entire process from ideation to execution. This feat was made possible by the unwavering support and guidance of my lead, Ajinkya Bhagwat, who provided me with this invaluable opportunity.
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