Designing an Exclusive Deal Aggregation Platform for the TATA Group

Client / TATA Sons
Domain / e-Commerce
Services rendered / UX Assessment, UX Revamp

The UX Challenge

TATA Shop Share Smile (TSSS) is a portal that gives TATA employees (and their friends & family) exclusive access to an aggregated collection of special deals, offers and discounts running at any given point in time across various TATA brands. It’s a perk that the TATA group extends to its employees for being part of the TATA family.

ZEUX was tasked with overhauling the TSSS website to create a more desirable and engaging experience that exudes the “One TATA” philosophy.

Key UX pain points

  • Low registration rates because of a painful registration process
  • Dated look and feel
  • Low discoverability of participating TATA brands & offers
  • Overall, the experience was not memorable, engaging or user friendly

Our Solution

ZEUX started the UX redesign process with stakeholder visioning, user interviews, persona design and ecosystem visualization to build a strong foundation of research insights as reference for the screen design activity.

UX Design Focus Areas

The entire user registration flow was redesigned to ensure that the registration journey is as frictionless and efficient as possible while also ensuring that access to TSSS remains secure & exclusive to TATA employees and their referrals.

The information architecture and navigation structure were designed to ensure high discoverability of offers. Multiple browsing options were created to appeal to a wider audience and increase awareness of participating brands.

The science of persuasion design was used to leverage social proof, FOMO & scarcity of offers, resulting in higher conversion for the participating TATA brands.

The new visual palette and styling crafted for TSSS was designed to not only be aligned to the TSSS branding but also exude a contemporary look and feel

The Outcome

The new TSSS design went live in July’19 and delivered a significant improvement on both ‘soft’ and ‘hard’ success measures…

Lower registration drop-offs

Increase in offer redemptions

Increase in shares/referrals

Double digit growth of TSSS contribution to participating TATA brand sales

“ZEUX displayed a strong commitment to find the right solution and were always patient with us. They established a smooth workflow to ensure effective collaboration between teams. The team is dedicated and practical.”

Bidyut Nath
Head, TATA Shop Share and Smile