The brief:
The brief was to devise a regional app front for the South Indian (Malayali) consumers highlighting their preferred products, consumption moments & drive more ‘Add to Cart’ behaviour and improve discoverability of the products.
The objective:
To understand consumer preferences, meal preparations and product superiority across the region of Kerala, India & establish a way for Licious to claim this superiority.
Creative execution:
We crafted an app front for the consumers to navigate from the homepage ingress and discover their favourite products. Consumer insights shows that Fish & Mutton are predominantly consumed in Kerala. So, we devised a shoot that would highlight the products in a home setup & showcase meal occasions. Given that our consumers are primarily home-chefs, the setup was that of an urban-household capturing the meal & the satisfaction that comes with it.
Once that was done, we devised a wireframe that would help in efficient discovery of our offerings and accentuate meal occasions through recipes, product collections and more.
Here's how the user journey looked like:
Some notable results:
25% increase in engagement.
30% rise in repeat traffic.
