PM School Challenge

LBB
The app *
A one stop shop for Fashion,
Accessories, Beauty & Snacks
operating in major metro cities
across India

*Used the Android App of the LBB

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 Journey of LBB 2016
Launched the LBB
2013 Smartphone app
10k+ users in Delhi,
launched website

2011
Started as a Tumblr
Blog
2015 2021
Expanded LBB to Mumbai 22MM+ engagement,
and Bengaluru 100k+ unique brands
on LBB

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User Personas

Alice Bob Cathy

Alice is our quirky next Bob loves to shop for Cathy is an Instagram
door girl who loves to men’s fashion and influencer who needs
shop online. She is accessories. He is different looks for
always on a look out disappointed by the herself and her
for new and different meagre variety of surroundings more
products and wants to men’s grooming than anyone! She also
support small products available on loves sharing her
businesses. standard e-commerce amazing finds with her
websites. followers.

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Challenge
Improving Browsing and Discovery
Experience on the LBB App and improve
conversion
Defining the problem statement
Browsing Discovery Purchase
A user spends time User’s ability to stumble Finally making a
pleasantly, looking at the upon new items with or transaction on the app
app, with/without a clear without intention. and buying the items
idea of what the user is Important for a they like from the app
looking for. A clear user eCommerce / Social
flow and categorization Commerce Platform to
of available items is cross sell / up sell items
highly desirable

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Recommendations
Short summaries of what can be improved
to enhance user experience
1 Categorization and Display Priority
The Home screen or the “Shop” Page is overly
cluttered with too many categories.

Item categorization can be done better and the

space saved can be used for displaying
recommendations etc. This covers more features

Examples to merge categorisation:

Men’s and Women’s Fashion can be clubbed under
Fashion
Home & Kitchen and Kitchen & Dining can be
clubbed

CURRENT RECOMMENDED

Value: HIGH Effort : Medium Success Metric: Click Through Rate(CTR) should increase for new categorization 8
2 Misleading ‘Explore’ Page
Explore screen can be used a space to catch
attention of users who come to seek new and
different recommendations from people like them.

Currently, the explore screen looks very similar to

the ‘Shop’ screen which is very confusing and
misleading.

The screen can be improved to give a look of the

content space of the app. It can have sections with
articles to help people choose items within a
particular category. It can also have references to
LBB TV to give the user a clear view of the product
utility.

CURRENT RECOMMENDED

Value: HIGH Effort : LOW Success Metric: Click on new recommendations is higher than older ones 9
3 Perks and Offer Display
‘Perks’ is not a self-explanatory term
for a new user. ‘Perks’ section can be
rebranded to ‘Offers For You’.

Order of “Offers” listed can be:

Flash deals
Offer games
Referral offer

Major discount offers like first-user

discounts, information about major
sales should still be displayed on the
‘Shop’ Page too to catch the user’s
eye.
CURRENT RECOMMENDED

Value: HIGH Effort : Medium Success Metric: Number of deals applied increases in the orders placed 10
Success Metrics with the Suggestions

Acquisition of customers via social

ACQUISITION media(Facebook, Instagram) handles

DAU and MAU

ACTIVATION -#times Discount Code tapped
-#Product Categories/Articles Tapped
Funnel Drop Off Rates from Picking the Category
RETENTION to Bookmark / Purchase
- #Items Bookmarked discovered by Users
- #Articles Read

REFERRAL The number of times people sign up

using referral code

REVENUE The number of orders placed

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 Submission by:

Thanks! Manu Gupta & Prakarsh Saxena

ISB Co’22