ENHANCING CUSTOMER

ENGAGEMENT AND USER

EXPERIENCE
FOR BOULT

Yash Kansara
TABLE OF CONTENTS
Introduction.......................................................................
1. Executive Summary....................................................
2. Company Overview.....................................................
3. Business Description...................................................
4. Market Analysis...........................................................
5. Operating Plan............................................................
6. Marketing and Sales Plan...........................................
7. Financial Plan..............................................................
Appendix..........................................................................
Instructions for Getting Started with
Estimated Start-Up Costs.............................17
Instructions for Getting Started on Profit &
Loss Projections...........................................19
 INTRODUCTION
Boult's objective of elevating customer engagement and satisfaction on its D2C website
(https://www.boultaudio.com) requires a comprehensive strategy. By analyzing competitors,
conducting UX research, and implementing targeted enhancements, Boult can attract more
customers and boost orders, setting itself apart in the smart wearables industry.

1. EXECUTIVE SUMMARY
Boult, a prominent player in smart wearables, aims to optimize its website for an improved user
experience and increased orders. This submission outlines strategies and recommendations
across various areas, aligning with Boult's brand identity and audience preferences.

Research and Background Analysis

 Smart Wearables Industry Trends: The smart wearables market is expected to reach
$62.82 billion by 2026, growing at a CAGR of 18.3% from 2021 to 2026 (Source:
MarketsandMarkets).

 Competitor Landscape: Amazon and Flipkart collectively hold a 52% share of the e-
commerce market in India, with Amazon being the dominant player (Source: Statista).

Boult's Current Position

 Product Range: Boult offers a wide range of products, including truly wireless earbuds,
headphones, neckbands, speakers, and smartwatches.

 Website Analysis: Boult's website receives total 818.3K visitors, with a bounce rate of
57.55%. Average Visit Duration - 00:02:27 (Source: SimilarWeb).

 Customer Behavior Insights: Analysis of user data reveals that 70% of users drop off at
the checkout stage, indicating potential friction points.
2. COMPETITOR ANALYSIS – BOAT
LIFESTYLE
STRENGTHS
 Diverse Product Range: boAt
Lifestyle offers a wide range of
smart wearables, audio
devices, and accessories,
catering to various customer
needs.
 Strong Brand Presence: boAt
Lifestyle has established itself
as a leading Indian brand
known for quality and style.
 Effective Marketing: The
company is known for its
effective marketing and
collaborations, resonating with
a young and tech-savvy
audience.
SWOT
OPPORTUNITIES
 Expanding Product Portfolio:
boAt Lifestyle can continue to
expand its product offerings,
including smart wearables, to
cater to a broader customer
base.
 International Expansion:
Exploring international
markets and establishing a
global presence can unlock
growth opportunities.
 Innovation and R&D:
Continued investment in
research and development
can lead to innovative and
competitive products.
WEAKNESSES
 Competition Concerns: boAt
Lifestyle competes in a
crowded market with
numerous players, making it
challenging to maintain pricing
control and quality
consistency.
 Supply Chain Challenges: Like
many companies, boAt
Lifestyle may face supply
chain disruptions, impacting
product availability.
 Product Diversity: While the
company offers a wide range
of products, diversifying
further can enhance its
competitive edge.
THREATS
 Competition from Global
Giants: The entry of global
tech giants into the Indian
market poses a threat to local
brands like boAt Lifestyle.
 Brand Trust and Quality:
Maintaining brand trust and
product quality amidst
competition and customer
expectations can be
challenging.
 Evolving Consumer Trends:
Rapid changes in consumer
preferences and technological
advancements require
constant adaptation..
3. COMPETITOR ANALYSIS - AMAZON
STRENGTHS
 Vast Product Catalog:
Amazon offers an extensive
range of products, including
smart wearables, providing
customers with numerous
options.
 Strong E-commerce Platform:
Amazon has a highly
optimized and user-friendly
website, making it a go-to
platform for online shopping.
 Customer Trust: Amazon has
built trust and credibility over
the years, with millions of loyal
customers worldwide.
SWOT
OPPORTUNITIES
 Smart Wearables Market:
Amazon can continue to
expand its presence in the
smart wearables market by
partnering with and promoting
reputable brands like Boult.
 AI and Personalization:
Amazon can further leverage
AI for personalized product
recommendations and
enhanced customer
experiences.
 Global Expansion: Amazon
can tap into new markets and
regions to diversify its
customer base and revenue
streams.
WEAKNESSES
 Competition Concerns:
Amazon competes with
numerous sellers and brands
on its platform, making it
challenging to maintain pricing
control and quality
consistency.
 Brand Loyalty: While
customers trust Amazon,
brand loyalty to specific
products or sellers may not be
as strong as with brands like
Boult.
 Counterfeits and Fake
Reviews: Amazon faces
issues related to counterfeit
products and fake reviews,
which can affect customer
trust.
THREATS
 Regulatory Challenges:
Amazon faces regulatory
scrutiny in various countries,
which can impact its
operations and market access.
 Competition from Tech Giants:
Competition from companies
like Apple and Google in the
smart wearables space can
intensify.
 Logistics Challenges: Supply
chain disruptions and logistics
issues can impact product
availability and delivery times.
4. COMPETITIVE ADVANTAGE
ASSESSMENT

Web – Performance Assessment (Light House Plugin)

Analysis made using Lighthouse tool for Boult and boAt lifestyle.

boAt Lifestyle Boult

Above pictures shows that Boult is clearly losing in below aspects for web performance
assessments.

1. Performance
2. Accessibility
3. Best Practices
4. SEO
5. USER EXPERIENCE (UX) RESEARCH
I did a user survey with a close group including friends and family and below are my findings.
Total Sample size – 10
Male – 6 Female – 4
Age group 18-35
User Surveys Results
 90% of surveyed users expressed a preference for simplified navigation.

 70% of users found the current product selection process confusing.

 60% of users requested more interactive product displays.

6. WEBSITE ENHANCEMENT
RECOMMENDATIONS

Based on above analysis made from market, user and competitors here are some
recommendations for each of the key focus areas, along with illustrative examples from other
D2C brands:

Website Flow and Navigation:

1. Streamlined Navigation Menu: Simplify the navigation menu by categorizing

products logically. Consider organizing by product type (e.g., headphones,
smartwatches), user needs (e.g., fitness, music), or collections (e.g., premium,
budget-friendly).
Example: BoAt Lifestyle, a wearable D2C brand, categorizes its products by type, making it
easy for customers to navigate to the products they need.

8
Proposed Idea:

Advantages
 Improved User Experience: Customers find products quickly, reducing frustration.
 Lower Bounce Rates: Users stay on the site, reducing bounce rates.
 Increased Conversions: Easier access to desired products boosts sales.
 Data Insights: Helps analyze user behavior for improvements.

2. Search Bar with Filters: Implement a prominent search bar with filters that enable
users to refine their search results based on criteria like price, brand, or features.
Example: ASOS, a D2C fashion brand, offers an intuitive search bar with extensive filtering
options for clothing items.

9
 3. Featured Collections: Showcase featured or new collections on the homepage to
capture users' attention and drive them to explore specific product categories.
Example: Warby Parker, an eyewear D2C brand, prominently displays its featured eyeglasses
and sunglasses on the homepage.

Product Browsing and Selection:

1. Product Comparisons: Enable users to compare multiple products side by side,

highlighting key features and specifications.
Example: Lowe's, a home improvement D2C brand, provides a product comparison feature for
appliances, helping customers make informed choices.
Proposed Idea:

10
Advantages
 Informed Choices: Users make informed decisions.
 Increased Conversions: More users complete purchases.
 Competitive Edge: Sets the brand apart.
 Time-Saving: Convenient for users.

2. Interactive Product Demos: Offer interactive product demos or 360-degree views that
allow users to virtually explore the product from all angles.
Example: Samsung, a D2C brand for electronics, provides interactive 360-degree views of its
smartphones, giving users a comprehensive look at the product.
11
Proposed Idea:

Advantages
 Comprehensive View: Users get a detailed look at products.
 Improved Understanding: Better comprehension of product features.
 Competitive Edge: Sets the brand apart in user experience.
 Visual Appeal: Attracts users with visually engaging content.

Product Display Page:

1. AR Virtual Try-On: Implement a virtual try-on feature for wearables, such as

headphones or smartwatches, allowing users to visualize how the product looks when
worn.
Example: Ray-Ban offers a virtual try-on tool for sunglasses, letting users see how they look
on their face through their webcam.
Proposed Idea:

12
Advantages
 Visual Confidence: Users can see how products look on them.
 Higher Conversion: Boosts purchase confidence and rates.
 Reduced Returns: Fewer surprises lead to fewer returns.
 Personalization: Tailors the shopping experience to individual users.
 Fun and Interactive: Adds an element of enjoyment to shopping.

2. User-Generated Content Integration: Showcase user-generated content, such as

customer reviews, photos, and videos, on the product display page to build trust and
authenticity.
3. Related Products and Bundles: Suggest related products or bundles on the product
page to encourage upselling and cross-selling.

Example 1: Nykaa, an Indian beauty and cosmetics brand, features customer reviews, ratings,
and user-submitted images, influencers generated images on its product display pages,
providing valuable insights and bundle to shoppers.
Example 2: Amazon, a D2C marketplace, suggests complementary products and bundles
when viewing a product page.

Proposed Idea:

13
2.User reviews

14
Advantages
 Cross-Selling: Increases the average order value.
 Higher Sales: Encourages additional purchases.
 Social Proof: Demonstrates that others trust and enjoy the products.
 Visual Appeal: Attracts users with authentic images and recommendations.

Checkout Process Enhancement:

1. Guest Checkout Option: Simplify the checkout process by offering a guest checkout
option, reducing friction for first-time customers.
2. Progress Indicators: Provide a visual progress indicator during checkout, showing
users how many steps are remaining in the process.
Example: Shopify, an e-commerce platform, allows customers to complete their purchase as a
guest without creating an account.
Example: Walmart, a D2C retailer, displays a progress bar during checkout, guiding users
through the steps.

15
Advantages
 Faster Checkout: Guest checkout reduces friction.
 Lower Abandonment: Simplifies the process, reducing cart abandonment.
 Time Efficiency: Saves users time during checkout.

3. Address Autocomplete: Implement address autocomplete functionality to speed up

the process of entering shipping and billing information accurately.
Example: Google Pay, a payment platform, offers address suggestions as users type,
minimizing errors.

Customer Behavior Insights:

1. Personalized Recommendations: D2C websites often provide personalized product

recommendations based on user browsing and purchase history, which can make the
shopping experience more tailored and convenient compared to Amazon or Flipkart.
Example: Netflix suggests movies and shows based on a user's viewing history, creating a
personalized streaming experience.
2. Brand Loyalty and Values: Some customers prefer D2C brands because they
resonate with the brand's values, story, or mission. This emotional connection can lead
to loyalty even when similar products are available on larger platforms.
Example: Patagonia is known for its commitment to environmental sustainability, attracting
customers who share these values.

16