Product

Teardown

-Sarvesh Lanke and Shivam Kedia

Problem Definition
About Meesho:

❖ Meesho is India’s fastest growing Ecommerce brand.

❖ User base comes from over 5% Indian households majorly in Tier 2 and Tier 2+ cities.
❖ Has over 60,000+ suppliers on a 0% commission model.
❖ Pioneer of social commerce through over 17 million resellers which are majorly women entrepreneurs.

Goals:
❖ Improve retention and engagement for end customers

Principles to focus:

❖ App engagement helps retain customers and drive them towards repeat purchases
.
❖ App engagement helps increase revenue and the LTV (lifetime value) of a customer.
❖ Engagement and Retention serve as primary metrics to define the growth of an app.
❖ Improved Engagement and Retention implies a better user experience.
Methodology
Defining core problem

Increasing engagement→Inc. Completion of successful purchase→ Finding user expectations and

pain points hindering successful purchase → Defining product solution and features.

Increasing retention→ Increasing frequency of visits and decreasing churn rate → Exploring users
primary problems for dropping off→ Defining product improvements for those features.

❖ Conducted secondary research through several play store reviews, facebook groups, youtube
videos
❖ Conducted user interviews (5 users)
 Anita Goals Pain points
❖ To buy cheap and reliable
❖ Hesitates to purchase due to
products
➢ Poor product quality for
first order
❖ To find relevant products for her
daily needs, outdoor activities
➢ Long time taken to process
and special occasions
return request

Age: 38 years old ❖ Unable to trust rating, since

❖ To spend some leisure time
higher rated products had issues
away from her repetitive chores
Occupation: Housewife
❖ Feels lost while exploring large
Marital Status: Married Priorities number of products with little to
no guidance
Family: Husband and 2 kids
❖ Unable to find in app activities to
Lives in: Jamalpur,Bihar enjoy and spend leisure time.
In app Ease
leisure Of Quality Price
Household Income level: activities Ordering
15000-30000/month
 Kavya Goals Pain points

❖ Doesn’t know what kind of

❖ To buy apparels at cheap prices
apparels on Meesho are in trend
❖ To buy apparels that are
❖ Confused about the combination
fashionable
of apparels that will be stylish for
her
❖ To look stylish among her
friends and family
❖ Watches some fashion
Age: 18 years old influencers videos on Youtube
❖ To understand and learn fashion
showcasing Meesho products
and fashion trends
Occupation: Student but finds it is difficult to find
those products on Meesho and
Marital Status: Unmarried Priorities to keep a track on multiple
videos and products shown
Family: Mother,Father & 2 Siblings
❖ Finds fashionable products on
Lives in: Ramgarh,Jharkhand other platforms highly priced
Ease Fashion
Of Price &
Household Income level:
Ordering Style
30000-50000/month
 Meera Goals Pain points

❖ Doesn’t trust quality of the

products
❖ To buy good quality products for
work and home. ❖ Doesn’t have time and energy to
explore so many products to
❖ To find relevant products select products
quickly
❖ Feels overwhelmed by the large
❖ To get discounts on bulk number of available products
Age: 30 years old product purchases
Occupation: School Teacher ❖ Cannot find discounts or offers on
bulk purchases
Marital Status: Married Priorities
Family: Husband and 1 children

Lives in:Bhagalpur,Bihar
Ease
Price Quality Of
Household Income level: Ordering
50000-80000/month
Problem discovery
Quality issues

User explores and

finds a 4+ rating
product at a good
price. Finds poor quality product. Items get returned

Purchases product for

the first time. Requests for return Forms a negative
Reasons perception about the app
and hesitates buying in
future
❖ The entire process takes a while due to delivery taking place between suppliers and
consumers directly without the warehousing system like Myntra,Flipkart,Amazon

❖ The existing system does not depict proof of product quality appropriately.

❖ The user is unable to get any additional information about poor product quality except the rating (It is hard to
scroll through all the reviews and find the negative ones).

❖ The quality issues could be for a particular batch of products by supplier which does not reflects in ratings.
 Problem Discovery
Information Overload

User searches for Finds a good

designer kurti product

Look for another View product

product description

Cannot decide if Get tired and

Reasons:
it’s the right one leaves the app
❖ Bharat user base is habitual to taking advice from shopkeeper, friends, family while purchasing products from a
brick and mortar store and hence cannot decide easily.

❖ Users are unable to select products and needs more trust building and confidence to make selections.

❖ Availability of several products at disposal motivates user to procrastinate purchases ,waiting to find the right
product or discount.
Problem discovery
Unable to link trends & fashion to Meesho products

Anyways wears random

Watches a
Meesho haul combination, gets mocked
video on YT Searches product codes by friends for poor fashion
and finds the product sense.

Writes down the

non-copyable (on Buys the product but
YT app) product cannot find the right and
codes from video stylish combination
description

Reasons:

❖ YT videos are made by random people which majorly are not an expert of fashion
❖ No in app sources or videos that helps user to find right stylish combination or
trendy products
 Ratings & Reviews Improvement

Rating of Product Features:

❖ Added layer of ratings based

on various product features. Latest reviews:
❖ User has a choice to give ❖ Option to check latest
weightage to different reviews enables user to
parameters of products know quality of latest
while deciding to purchase. batch of products.
❖ Users are prompted about ❖ Latest reviews are sorted
aspects of product that based on most recent
might be not good, hence reviews at top.
creating appropriate
expectations.

❖ Improves trustworthiness of
the quality of product.
Problems focused via Ratings & Reviews improvement

Quality issues:

❖ Ratings improvement will give better information about low quality products to users, which in turn
will decrease return requests and hence improve UX and decrease drop off rates.

Information overload:

❖ Rating of various product parameters by other buyers enables users to make a more confident, easier
and faster selection of products.
 MeeTV
MeeTv:

❖ Section on the app that contains video

guides for purchasing “best quality”
products.

❖ Videos are made by certified Meesho

guides who are fashion experts. ❖ Allows filter based on
different types of products
❖ Content involves a mix of and trending products.
➢ Fashionable products along with
stylish combinations and fashion
tips
➢ Daily wear outfits
➢ Office wear outfits
Recommendation can be improved
❖ User can check the collection
based on user activity and interactions.
directly from this option.
❖ Increase trustworthiness and improves
❖ Also discounts could be
UX for Bharat users.
enabled on buying multiple
product from same collection.
❖ Limits the number of product choices
user interacts with at once.

❖ Meesho can warehouse these products Video can also be shared with
assuming high demand to smoothen the other people which eventually
logistics involved. bring in new users.
Problems focused via MeeTv

Quality issues:

❖ Assured best quality products certified by Meesho and endorsed by Meesho guides will improve the
overall trustworthiness and reliability.

❖ Less time for delivery and refund if required (if warehousing is done for these products)

Information Overload:

❖ Selective “guided” collections with appropriate filters.

Unable to link trends & fashion to Meesho products:

❖ Videos filled with fashion tips, styling tips and trends directly linked to products available on Meesho.
Prioritisation of Feature

Priority Score = [ (Impact x Confidence)/ Effort ] + Leverage

Leverage
Feature Impact on Effort Confidence (Reaching new Overall score
Engagement/Retention (1-5) (1-5) users primarily
(1-Very low,5-Very High) vernacular)[1,0]

Rating & Reviews 2 2 3 0 3

Improvement

MeeTV 5 5 4 1 5

As per the priority score, MeeTV should be prioritised considering its massive impact and
overall leverage to the Meesho product development
Metrics
Feature Engagement Retention

MeeTv ❖ Average # of videos watched per % of returning user completing

user per day purchase via MeeTv collection
❖ % of user watching videos
completing a successful purchase
via linked collection on MeeTv
❖ Average time spent on the app
exploring MeeTv per user per day

Ratings & Review ❖ % of user checking most recent % increase in repeat purchases per
Improvement reviews, adding item to cart user per month
❖ % dec in average time spent b/w
exploring a product category→
successful purchase
❖ % increase in view product
description → Add to cart

Common Metrics to measure ❖ % increase in overall sales ❖ Average # of app sessions per
for both features ❖ % inc in avg. weekly spent per user user per day
❖ % inc in avg. monthly spent per user ❖ Average # of purchase per user
per month
❖ % decrease in return requests
❖ % decrease in churn rate
Thank You!