Vision
India's online fashion pioneer
Myntra taught Indians how to buy clothes online. In 2012, they had products from 350+ Indian and international brands. In fashion e-commerce’s cutthroat world, Myntra has held its own. And it all started with one website.
challenge 1
Too much information, too little space
Fashion is a complex shopping category because users want details such as fit, fabric, sleeve, collar, neck when making a decision. All details had to fit on screens as small as 3.5 inches.
challenge 2
Lower bandwidth devices
In 2013, mobile networks had poor connectivity, most users were on 2G and mobiles had low RAM. Myntra’s app needed to work even in 2G so that users could view hi-res product images to make a purchase.
Enter obvious
Personalized shopping experience
To present a new experience to buyers, the layout of the home page changed based on users’ past preferences and topical offers for a dynamic shopping experience.
Filtering through 300k unique products
We designed an easy-to-use and exhaustive set of filters for users to narrow their search by brand, by product, by colour or minute style changes like collar, sleeve and fit.
An aesthetic Android app when there were none
On a product page, the interface borrowed the primary colour of the product for important information on the screen. The clean and vibrant interface stood out among other e-commerce apps.
Building for 2G
Hi-res product images were published to devices via silent push notifications and cached on devices beforehand. This ensured that buyers could see good product images even in low network conditions and on devices with low RAM.