Gold is a strategic program at Meesho, focussed on sellingpremium High ASP (average selling price) products.Improving awareness & comprehension
ROLEUI/Visual Designer — owned end to endTIMELINEMay ’24 – Jan ’25TEAM1 designer · 1 PM · eng pod
17% / 6%Gold awareness, female / male users — the problem (survey, May’24)39% → 45%CTR, male vs female test cohorts in the V1 experiment8% → 9.5%First-tile static CTR after widget personalisation
Gold V0 — BaselineOne-stop solution for our users to find top-notch premium products for special occasions.MARKETPLACEPROGRAM | GOLDGold awareness in female users: 17% & male users: 6% (Survey - May’24)(V0 flow | Gold touch-points)-Meesho user “Mujhe ye dekh ke kuch alag ya premium nahi laga 🫤” -Meesho user “ye products mehenge kyu hai 🤔” LEARNINGSPeople don’t realise they are buying products from Gold - Low AwarenessUsers who came to the Gold landing page andbrowsed still couldn’t understand what Gold was -Low Comprehension of Landing page (LP)Poor contrast of yellow colourLack of noticeability of Gold pill
Gold V1 — Bridge experimentAn intermediary design experiment/bridge to validate our hypothesis(Quick experiment - July’24)Quality Dumdaar Collection Shandaar on ProductsTop GoldCustomer ReviewsExisting V0 WidgetNew V1 approachExisting V0 Landing PageNew V1 approachEducation BannerSeasonalityWidget GroupsA moment please :’)
User testing insightsWe meet our users on the ground to understand their needs, test prototypes with them, and ensure we're building experiences that put users first.1.Awareness/ComprehensionSeasonality/Collection approach was well perceived by users The Deals widget group (WG) was performing moderately well.The home page WG did well - personalisation along with first tile static CTR improved from 8% to 9.5%2.Design AspectsColour contrast helped in noticeability. The top banner seemed like an advertisement, so users skipped it while browsing. The review banner was text heavy. People thought only traditional/Indian products were sold on Gold.
Outside-InPrimaryGRADIENT Secondary#1F1F1DPrimary#FFFFFFSecondary#350117TATA CLiQ LuxuryNykaa LuxeCompetitors enhance primary colours with subtle secondary tones, emphasising key elements and evoking a sense of luxury.Minimal Distractions sophisticated colour palette Good contrast Refined TypographyPrimary#DB9B2CSecondary#FFFFFFPrimary#FFD182Secondary#3F1F11BEFOREAFTER2.40:1 — fails WCAG AA10.38:1 — passes AA & AAA
Gold V2 — RevampShipped Jan ’25. Post-launch results pending.
Products you love,
Quality we trust
06

Touchpoints
designed

Building a consistent premium experience
across the journey.

01Gold Landing Page02Product detail page (PDP)03Order confirmation page (OCP)04Pill redesign05Product listing page (PLP)063-sec loading screen

The 3-second loader is a deliberate tradeoff — brand-setting before the catalogue, accepted at the cost of a slower first paint; post-launch drop-off reads are pending.

Top RatedPremium QualityHand Picked

Shaping Gold’s visual language

Visual exploration: shaping Gold's visual language. Colour and contrast studies with warmer contrast, arch form studies with the selected softer silhouette, quality cue badges and Gold pill colour explorations, three screen direction sheets exploring warm familiar storytelling and the balance of product focus and brand cues, and the final landing-page direction on a phone showing hierarchy through tone and warmth

Identity Markers / Signifiers / Form Language

STAR - 1
COLORSTAR - 2
COLORPILL (UI)BRANDINGMASK
SHAPEHex: F9F4E8
Fill 100%

Colors

#F8F0E2gold-tint#663727gold-tone-1#3F1F11gold-shade-1#241007gold-shade-2gradient (fill)#A6803Agold-gradientThank you for shopping with us!ID: #93225058, #87459834GRADIENT USECASES:SareesFill 0%Hex: 1F0F09Hex: 1F0F09Fill 100%Fill 100%Hex: F9F4E8Hex: C59F5DFill 100%Stroke 1px
Consistent branding elements - opacity 5%Pill - (In 3 sizes)Consistent branding elementsConsistent branding elements
Gold Landing PageGold Landing Page (Optimised)Order Confirmation Page
Products you love,
Quality we trust