In order to build awareness and increase engagement for the “Studio” feature, I segmented the users as content creators (influencers) and content viewers. As the purpose and motivation for using the Studio feature differs for these segments, I decided to approach both segments separately.
For creators, I understood their entire user journey, identified key pain points through the journey and also kept in mind their motivations and barriers for creating content for Myntra Studios. Based on this, I created a list of recommendations that would either reduce the effort for creating content for Myntra Studio or provide more ideas, inspirations and avenues for them to create more content.
For content consumers, I focused on increasing the awareness of existing Myntra users for Myntra Studio, increasing repeat behavior and ways to provide customized fashion content for the consumers who would eventually convert to buyers.