My Role
Research, Paper prototyping, Low-fi prototyping, Design Sysytems, Hi-fi Prototyping, Information architecture.
Research, Paper prototyping, Low-fi prototyping, Design Sysytems, Hi-fi Prototyping, Information architecture.
Tools
Figma, Figjam
Figma, Figjam
Type
E commerce website
E commerce website
Date
Oct 2024 - Nov 2024
Oct 2024 - Nov 2024
What is Maaf Kara?
What is Maaf Kara?
An Indian streetwear luxury clothing brand
The word “MAAF KARA” translates to a polite way of saying “Sorry not Sorry” in Maharashtrian slang.
What does “sorry not sorry” translates to with “MAAF KARA”
"Sorry not sorry" conveys a sense of unapologetic confidence. It’s a way of saying, that while one might offer a “sorry” out of politeness, they’re not actually remorseful or regretful about their actions or opinions. In the context of Maaf Kara, the phrase "sorry not sorry" fits as a brand slogan that captures an unapologetically and authentic spirit.
As Indian culture has changed so much in the past years with new lifestyle, western influence and globalisation etc, with this our culture of textile and craft is slowly fading and becoming more of a tradition as it needs to be passed down to upcoming generations for the sense of preservation. MAAF KARA wants to give a rebirth to this with a new perspective where all the precious textile arts and crafts can be lived as a part of the new lifestyle of recent times.
An Indian streetwear luxury clothing brand
The word “MAAF KARA” translates to a polite way of saying “Sorry not Sorry” in Maharashtrian slang.
What does “sorry not sorry” translates to with “MAAF KARA”
"Sorry not sorry" conveys a sense of unapologetic confidence. It’s a way of saying, that while one might offer a “sorry” out of politeness, they’re not actually remorseful or regretful about their actions or opinions. In the context of Maaf Kara, the phrase "sorry not sorry" fits as a brand slogan that captures an unapologetically and authentic spirit.
As Indian culture has changed so much in the past years with new lifestyle, western influence and globalisation etc, with this our culture of textile and craft is slowly fading and becoming more of a tradition as it needs to be passed down to upcoming generations for the sense of preservation. MAAF KARA wants to give a rebirth to this with a new perspective where all the precious textile arts and crafts can be lived as a part of the new lifestyle of recent times.
Who is their audience?
Who is their audience?
Given that Maaf Kara is a ready-to-wear luxury brand focused on incorporating rich Indian textiles into expressive fashion (More towards streetwear) rather than just festive attire, the target audience profile should be bold to carry a voice/expression. Here’s a refined audience breakdown:
Given that Maaf Kara is a ready-to-wear luxury brand focused on incorporating rich Indian textiles into expressive fashion (More towards streetwear) rather than just festive attire, the target audience profile should be bold to carry a voice/expression. Here’s a refined audience breakdown:
Problem Statement
Problem Statement
Design a website for "Maaf Kara" that focuses on improving the shopping experience by helping introduce efficient ways of product selection which usually gets overwhelming due to huge catalogues. Make the process quicker, by added convenience of shopping from home comes with investing a lot of time in selection, short listing from a huge catalogue and buying. Make it more transparent by making sure that the user feels 99% percent sure while making a payment for their desired purchase.
Design a website for "Maaf Kara" that focuses on improving the shopping experience by helping introduce efficient ways of product selection which usually gets overwhelming due to huge catalogues. Make the process quicker, by added convenience of shopping from home comes with investing a lot of time in selection, short listing from a huge catalogue and buying. Make it more transparent by making sure that the user feels 99% percent sure while making a payment for their desired purchase.
Product Highlights
View
View
Your Rack
Your Rack
Your Rack
This feature replaces the wishlist feature. Add a limit to the number of products you add to your rack which avoids the confusion and helps to make a decision without any fuss.
This feature replaces the wishlist feature. Add a limit to the number of products you add to your rack which avoids the confusion and helps to make a decision without any fuss.
This feature replaces the wishlist feature. Add a limit to the number of products you add to your rack which avoids the confusion and helps to make a decision without any fuss.
Make A Pair
Make A Pair
Make A Pair
This feature helps to choose a pair if the user is shopping for a pair. Here the product can be seen in the real lighting and on a 3D model try on to make the judgment stronger.
This feature helps to choose a pair if the user is shopping for a pair. Here the product can be seen in the real lighting and on a 3D model try on to make the judgment stronger.
This feature helps to choose a pair if the user is shopping for a pair. Here the product can be seen in the real lighting and on a 3D model try on to make the judgment stronger.
Find Your Size
Find Your Size
Find Your Size
It helps the shopper to find their perfect size by comparing the size they usually purchase of some other brand.
It helps the shopper to find their perfect size by comparing the size they usually purchase of some other brand.
It helps the shopper to find their perfect size by comparing the size they usually purchase of some other brand.
Restocked For You
Restocked For You
Restocked For You
It shows all the pieces that are restocked for the shopper that they once added to their rack and delayed the purchase and because of demand to sold out and that data is stored to share that the pieces they added to the rack earlier are back in stock.
It shows all the pieces that are restocked for the shopper that they once added to their rack and delayed the purchase and because of demand to sold out and that data is stored to share that the pieces they added to the rack earlier are back in stock.
It shows all the pieces that are restocked for the shopper that they once added to their rack and delayed the purchase and because of demand to sold out and that data is stored to share that the pieces they added to the rack earlier are back in stock.
PROCESS
1
Research
Reading articles
Surfing different websites
Going through multiple user experiences
Comparing survey data
Observation
2
Ideation
Concept Organization
Storyboarding
Down Selection
Paper Prototyping
User Flows
Information Architecture
3
Prototyping
Collaborative Brainstorming
Low-Fidelity sketching
Mid-Fidelity Wireframing
High-Fidelity + Motion
Specifications
Style Guides
KEY FEATURES
Research
Research
The Rack is a feature that replaces wishlist on Maaf Kara’s website. Maaf Kara being a luxury brand, purchases are less impulsive and more price sensitive. During the research it was found that wishlists plays a combined role of reminders, discounts, and personalised recommendations can significantly has a conversion potential on the basis of “save now decide later” which also leads to confusion seeing so many desired items together which creates a difficulty for the user in decision making and affect the conversion of the business too.
1. Price sensitive brand.
2. No instant conversions with wishlist.
3. Makes the process confusing to buy from a vast range of desired products.
The Rack is a feature that replaces wishlist on Maaf Kara’s website. Maaf Kara being a luxury brand, purchases are less impulsive and more price sensitive. During the research it was found that wishlists plays a combined role of reminders, discounts, and personalised recommendations can significantly has a conversion potential on the basis of “save now decide later” which also leads to confusion seeing so many desired items together which creates a difficulty for the user in decision making and affect the conversion of the business too.
1. Price sensitive brand.
2. No instant conversions with wishlist.
3. Makes the process confusing to buy from a vast range of desired products.
Ideation
Ideation
Here comes in “Your Rack”, Its main focus is to keep it simple and help you shortlist the number of products you want to buy which adds a little extra push for the user to buy there and then or if they even choose to keep it as it is, that works too. Makes the user journey more efficient, less confusing and keeps them away from the dilemma of choosing from “this or that or this one!”
Here comes in “Your Rack”, Its main focus is to keep it simple and help you shortlist the number of products you want to buy which adds a little extra push for the user to buy there and then or if they even choose to keep it as it is, that works too. Makes the user journey more efficient, less confusing and keeps them away from the dilemma of choosing from “this or that or this one!”
Prototyping
Prototyping
Research
Research
Lot of people still hesitate to shop online as most face difficulty in visualising the product in real life/ real lighting. The other concern is “what to buy with what”, people often face difficulty in styling these pieces together. Luxury brands have more consumers who come to shop with a set occasion in mind so they what to know how to wear what they are buying and how it looks in real life.
Difficulty in visualising the product in real life.
Don’t know how to style these pieces.
Lot of people still hesitate to shop online as most face difficulty in visualising the product in real life/ real lighting. The other concern is “what to buy with what”, people often face difficulty in styling these pieces together. Luxury brands have more consumers who come to shop with a set occasion in mind so they what to know how to wear what they are buying and how it looks in real life.
Difficulty in visualising the product in real life.
Don’t know how to style these pieces.
Ideation
Ideation
Presenting “Make A Pair”, this experience is very closely designed with how a shopper feels if they are buying clothes in a physical store. Its a virtual view of try on pieces on an actual model in a real lighting in a store setup. In this setting the user can make pairs of bottoms and tops, style there own purchases before purchasing and be very much certain about if they what to buy it or not.
Presenting “Make A Pair”, this experience is very closely designed with how a shopper feels if they are buying clothes in a physical store. Its a virtual view of try on pieces on an actual model in a real lighting in a store setup. In this setting the user can make pairs of bottoms and tops, style there own purchases before purchasing and be very much certain about if they what to buy it or not.
Prototyping
Prototyping
Research
Research
Variations in sizing charts across brands create uncertainty, making it hard for customers to predict how garments will fit or drape on their body. Sizing varies in vary for different brands you wear out there, brand A’s size “S” will be Brand B’s size “M”, Brand This leads to hesitation and fear of incorrect fits, despite brands offering generous return and exchange policies. The lengthy process of returning and reordering diminishes the sense of gratification and consumes significant time, often leaving users frustrated or abandoning their purchase altogether.
1. Lack of assurance about size while purchasing.
2. Exchange and return policies consume too much time and takes away from a great experience.
Variations in sizing charts across brands create uncertainty, making it hard for customers to predict how garments will fit or drape on their body. Sizing varies in vary for different brands you wear out there, brand A’s size “S” will be Brand B’s size “M”, Brand This leads to hesitation and fear of incorrect fits, despite brands offering generous return and exchange policies. The lengthy process of returning and reordering diminishes the sense of gratification and consumes significant time, often leaving users frustrated or abandoning their purchase altogether.
1. Lack of assurance about size while purchasing.
2. Exchange and return policies consume too much time and takes away from a great experience.
Ideation
Ideation
Here’s a feature to solve this on many levels “Find Your Size”. This is a way for comparing sizing of other brands Maaf Kara’s sizing and tells you what size will fit right on you from Maaf Kara’s collection. It collecting sizing information from the other brands website and checks it with Maaf Kara’s sizing chart.
Here’s a feature to solve this on many levels “Find Your Size”. This is a way for comparing sizing of other brands Maaf Kara’s sizing and tells you what size will fit right on you from Maaf Kara’s collection. It collecting sizing information from the other brands website and checks it with Maaf Kara’s sizing chart.
Prototyping
Prototyping
Research
Research
Variations in sizing charts across brands create uncertainty, making it hard for customers to predict how garments will fit or drape on their body. Sizing varies in vary for different brands you wear out there, brand A’s size “S” will be Brand B’s size “M”, Brand This leads to hesitation and fear of incorrect fits, despite brands offering generous return and exchange policies. The lengthy process of returning and reordering diminishes the sense of gratification and consumes significant time, often leaving users frustrated or abandoning their purchase altogether.
1. Lack of assurance about size while purchasing.
2. Exchange and return policies consume too much time and takes away from a great experience.
Variations in sizing charts across brands create uncertainty, making it hard for customers to predict how garments will fit or drape on their body. Sizing varies in vary for different brands you wear out there, brand A’s size “S” will be Brand B’s size “M”, Brand This leads to hesitation and fear of incorrect fits, despite brands offering generous return and exchange policies. The lengthy process of returning and reordering diminishes the sense of gratification and consumes significant time, often leaving users frustrated or abandoning their purchase altogether.
1. Lack of assurance about size while purchasing.
2. Exchange and return policies consume too much time and takes away from a great experience.
Ideation
Ideation
Here’s a feature to solve this on many levels “Find Your Size”. This is a way for comparing sizing of other brands Maaf Kara’s sizing and tells you what size will fit right on you from Maaf Kara’s collection. It collecting sizing information from the other brands website and checks it with Maaf Kara’s sizing chart.
Here’s a feature to solve this on many levels “Find Your Size”. This is a way for comparing sizing of other brands Maaf Kara’s sizing and tells you what size will fit right on you from Maaf Kara’s collection. It collecting sizing information from the other brands website and checks it with Maaf Kara’s sizing chart.
Prototyping
Prototyping
Reflections
Reflections
Branding identity:
Crafting an identity for this brand as been an experience of excitement in many ways as it feels surreal to bring my own idea in on the screen, tell my story through tangible creation. As far as the identity of the brand is very clear it could’ve been reflected for through the UI designs. I grasped that how I have to look at all the perspectives while designing any products for the audience, what they are looking at, how will they interaction, what are user emotions while interacting.
Branding identity:
Crafting an identity for this brand as been an experience of excitement in many ways as it feels surreal to bring my own idea in on the screen, tell my story through tangible creation. As far as the identity of the brand is very clear it could’ve been reflected for through the UI designs. I grasped that how I have to look at all the perspectives while designing any products for the audience, what they are looking at, how will they interaction, what are user emotions while interacting.
Let's Chat
Tejaswini.tk34@gmail.com
This website is best viewed on desktop
Made with love © 2024 Tejaswini Khairnar
Let's Chat
Tejaswini.tk34@gmail.com
This website is best viewed on desktop
Made with love © 2024 Tejaswini Khairnar
Let's Chat
Tejaswini.tk34@gmail.com
This website is best viewed on desktop
Made with love © 2024 Tejaswini Khairnar
