Ideation ppt capstone

CAPSTONE PROJECT 2021

An ideation presentation by - Mrunmayi Joshi AU17A1039

OBJECTIVE

Designing and strategizing a loyalty program for Interior Designers and Architechts

KEY INSIGHTS

IN-STORE

Nearly all participants prefered shopping in stores rather than websites

According to the participants, Jaipur Rugs need to work on -

CUSTOMIZATION

- Strengthening their customization service- Designing discount programs for IDAs - Shortening their delivery timings - Providing options for cheaper rugs - Providing more variety in the stores - Designing a smoother UX on their website - Disseminating the brand better on social media sites - Strategize ways to keep the IDAs connected to the brand, on ways to add value to the shopping process beyond the purchase point - Integrating AR VR for a more immersive experience for remote IDAs

100% participants look for customization options

DISCOUNTS

80% of the participants look for discounts specially for IDAs

INSTAGRAM

Proved to be the no.1 platform for design news, inspiration, marketing, etc. Usage of highlights and reels top the chart

MAPPING BUSINESS GOALS TO USER GOALS

CONTENTS

BUILDING AND STRATEGIZING THE LOYALTY PROGRAM

WAYS IN WHICH THE IDAs CAN COMMUNICATE AND INTERACT WITH THE LOYALTY PROGRAM

TASKS THAT CAN BE GIVEN

A. Building ReferralsB. Following on Social Media C. Buy minimum 'x' rugs in the stipulated time D. Collaborate with the team to deploy posts on social media pages E. Rating Jaipur Rugs on various platforms F. Participating in the feedback programs G. Use newly launched services

BENEFITS THAT CAN BE GIVEN

OTHER BENEFITS -

PRODUCT RELATED BENEFITS -

A. Meet and greet parties/sessions at JR stores and be a part of a community that will view new collections before everyone else and interact with renowned IDAs B. Free add-ons from our luxury brand partners. Partners can be luxury fashion/jewelry/hotels/travel brands. C. Be a part of ‘exclusive experiences’ in our villages

A. Booking appointments with the inhouse rug experts to decide on rugs according to the project B. Tracking the rug-making progress and shipment C. Ordering a sample kit D. Virtual pop-up store E. On-site/virtual (AR VR) rug trial rounds F. Free rug care services for a duration (1 rug per client) G. Monetary discount in the form of IDA specific discounts H. Monogramming options

STRUCTURE

* 'x' values are yet to be finalised

TASKS

BENEFITS

TASKS

BENEFITS

LEVEL 3

LEVEL 2

TASKS

BENEFITS

LEVEL 1

TERMS AND CONDITIONS

1. If an IDA does not complete the tasks under a level in a stipulated time, he will be given a buffer period of a month. If he is still unable to complete, then he will be demoted to the previous level. 2. Failure to complete the tasks under a level more than thrice will result in debarment from the loyalty program

NOMENCLATURE

1. MINIATURE RUG

A. On purchasing a rug, the IDA will be given a beautiful DIY miniature rug kit (either a physical/a virtual one on the app) B. Every time he completes the necessary task, a knot will be made in his miniature rug and he would move ahead in the loyalty program. C. Benefits would be given gradually when the IDA completes 3/6/9/12/... knots. D. Every kit will have a unique code for JR to track the benefits D. Once he finishes the entire miniature rug, a major incentive would be given. E. The IDAs can use their finished mini rug as a wall hanging, table runner, mattress for their pets, etc. in the end

2. APP

A. The app would have a basic version and version for the IDAs enrolled in the program B. The basic version would consist of: booking appointments with the inhouse rug experts to decide on rugs according to the project, tracking the rug progress and shipment, ordering a sample kit C. Once the IDAs enroll in the program they would get more benefits which will unlock gradually as they finish their tasks.

A. Launching a brand mascot of Jaipur rugs. Personality characteristics - Similar to a 'genie' but a Rajasthani one B. After purchasing a rug, the IDAs can connect with this mascot online on the website/app OR physically in the stores. They will share their wants and needs secretly with the mascot who’d promise them that he/she will fulfill 1 of their wants per 2 months C. They would have a few options to choose from and they can choose and design their own unique, personalized loyalty program D. In return the IDA will have to give something in return to the mascot - e.g. finish their tasks like achieving a monthly target of referrals, buy at least 1 rug, use our post rug delivery services, participate in our feedback sessions, etc.

3. BRAND MASCOT

SELECTED IDEA - APP

Considering all the above factors, the idea to integrate the loyalty program in an App was selected. The major reasons behind the selection were the requirement of less time in the speed to market criteria and the current covid situation. Based on the feature map displayed prior, more hand-sketched wireframes and a basic prototype to test and refine the idea was built further.

BENEFITS SCREENS

SPLASH SCREEN

SIGN-UP SCREEN

WAYS TO MOTIVATE IDAs IN-BETWEEN

1. Via the content on the app (showing that they have earned the rewards and not just ‘eligible’ for the same)2. Gamifying/animating the program experience 3. Testimonials 4. Making them remember how close they are to the next level on the product page 5. Confetti after completion of a task/purchase 6. Visually changing the UI according to the levels, e.g. the user can start with a needle and a taaga, as he advances to the next level, he gets a manual sewing machine, then an automatic sewing machine, and then a loom.

MY WAY AHEAD

1. Finalising the nomenclature of the loyalty program2. Finalising the 'x' values in the structure of the loyalty program and refine terms and conditions 3.Testing out the loyalty program with the existing IDA network 4. Working and on the building blocks of the app - Information architecture, Typography, Color palette, etc. 5. Testing the app with the IDAs 6. Refine and build the final prototype

BIBLIOGRAPHY

- www.architecturaldigest.com - antavo.com - blogs.oracle.com - www.indian-architects.com - www.careerexplorer.com - www.investopedia.com - www.jaipurrugs.com - Wikipedia - Genially

AKNOWLEDGEMENTS

Ms. Himanshi Singh Ms. Sneha Ullal

Prof. Raghav Pandya Prof. Siddharth Majumdar

THANK YOU!