Intro
Tanishq ↗️ is an Indian jewellery brand and a division of Titan Company. It is India’s largest, most desirable and fastest growing jewellery brand. Tanishq today is India most aspiration fine jewellery brand with an exquisite range of gold jewellery studded with diamonds or colored gems and a wide range of equally spectacular jewellery. It has 410 retail stores across more than 240 cities.
Role
UX/UI Designer
Year
2024
Platform
mobile app
my role
As the project lead, I was given full ownership to steer the revamp of the Tanishq UI. My role involved coordinating the research process, developing the redesign strategy, and conducting extensive user testing to measure the impact of the changes implemented. This leadership position allowed me to directly influence the project's direction, ensuring the design met both user needs and business objectives effectively.
The problem
01
Sleek, Simple yet very Ecommerce standard & intuitive design. Clean down the app and de-cluster most pages
02
The conversion from PLP to PDP page was not high, we needed to understand why that is happening and increase the conversion rate
03
The conversion rate after the user added the product to the cart to checkout was low, The checkout flow had lot of UX issues which needed to be fixed and provide the user a smooth checkout experience
Let’s be honest — in India, most people don’t often buy jewellery online.
And the data supported this.
Tanishq reported 18% of overall sales as “online-influenced” in Q4 FY23.underscoring that digital heavily supports research and discovery, while final purchase often occurs offline-trust and comfort remain key barriers
The user
an oppurtunity
HMW enable shoppers to confidently choose fine jewelry online by introducing photoreal virtual try‑on across key moments of the journey—so they can see true-to-scale rings, earrings, and necklaces on themselves, personalize styles in real time, and move from browsing to purchase without needing an in‑store visit?
Opportunity Areas
Discovery
• Elevate photo prominence and essential info on PLP cards.
• Add “View Similar” on PLP and PDP to support option seeking.
• Introduce image upload search (camera/gallery) to match by motif, setting, and silhouette.
Decision Confidence
• Clear PDP hierarchy with above-the-fold price, key specs, and primary action; strong gallery and certifications.
Checkout
• Reduce steps/fields, enable guest checkout and express pay, surface total cost early, and use inline validation.
Home
Product listing page
From a visually heavy, one‑path PLP to a decision‑ready grid with in‑context alternatives and elevated refinement controls
Before
• Weak visual hierarchy made products hard to scan: image dominated but key decision cues (price, promo, availability) were either subdued or far from the tap target.
• users who didn’t love the first option had to back out or re-filter, creating pogo‑sticking between PLP and PDP
• Filter/Sort were present but not immediately actionable or near the eye line, slowing refinement.
After
• Larger, clean imagery balanced with prominent price, concise title, and compact signals (e.g., “Only 1 left!”, offer badge).
• Each card adds a clear “View Similar” action so users can branch into close alternatives without losing their place.
• Filter and Sort are elevated, labeled, and aligned with the grid, making refinement a natural next step instead of a detour.
Product Description page
Before
• Sections were arranged in a basic vertical flow.
• Product title and details used regular weight text.
• Limited visual emphasis on actions.
After
• Sections rearranged for better hierarchy and easier navigation.
• Product title and key details made bold for higher visibility.
• Added AR View button for virtual product placement.
• Introduced View Similar feature for quick product discovery.
• Clearer action buttons with improved prominence.
Image search
Upload or Take Photo - enabling users to share an image of their favorite jewelry style. This feature leverages visual search to match Tanishq’s catalog with the customer’s preferences, reducing search friction and improving product discovery.
Upload or Take Photo - results
ar feature
An enhanced Model View option shows how the jewelry looks on a model, providing scale, style context, and visual appeal. This bridges the gap between product imagery and real-life wear, addressing hesitation before adding to cart.
The new Live Try-On feature allows users to virtually try jewelry in real-time using their device camera. This interactive experience helps users visualize the product before purchase, building confidence and increasing PDP-to-cart conversions.
The redesigned Product Listing Page (PLP) includes a “Similar Products” section to help users explore alternative designs without returning to the listing screen. This encourages browsing, reduces drop-offs, and improves the transition from PLP to Product Detail Page (PDP).
