Mohey: Festival-ready digital shopping experience
Mohey: Festival-ready digital shopping experience

Mohey, Manyavar’s women’s ethnic-wear label, set out to bring its festive in-store experience online. The new digital flagship lets brides, families and festive shoppers browse, plan and buy wedding attire through features like a shareable Wedding Closet, curated lookbooks and mobile-first navigation, delivering the brand’s celebratory feel with the ease of e-commerce.

Role
UX Consultant (Deloitte Digital)
Project type
UX strategy, User Research and Usability testing
Client
Vedant Fashions, ltd. (Manyavar-Mohey)
The Challenge

Mohey: Manyavar’s women’s ethnic-wear brand, wanted to move beyond its celebrated offline stores and create a premium, festival-ready digital shopping experience.


The goal was simple but ambitious:

How might we scale Mohey’s digital footprint so customers can confidently browse, customise and buy ethnic wear online capturing the warmth and excitement of an in-store wedding-shopping visit?

Capturing a ₹1.4-trillion market with a celebration-ready online experience
Background Research

To capture the feel of in-store celebration in a digital environment, we combined business discovery with deep user research:

  • Surveys and On-site Observation – captured preferences on traditional clothing, budgets and the influence of family members on purchase decisions.

  • Campaign and Social Analysis – studied how users interacted with Manyavar and Mohey on Instagram and other platforms to identify triggers for festive shopping.

  • Competitive Benchmarking – analysed leading Indian ethnic-wear sites and global weddingwear platforms to understand gaps in navigation, personalisation and mobile user experience.

Key gaps in the existing market were clear:

  • Few ethnic-wear players provided a guided wedding closet or meaningful personalisation.

  • Product detail pages rarely offered contextual styling advice or clear sizing help.

  • Mobile catalogues often suffered from heavy imagery and confusing navigation.

Major competitors we benchmarked included Fabindia, Biba, W for Woman, Global Desi, Jaypore, and Utsav Fashion. Each offers strong brand recognition in Indian ethnic wear, yet their digital platforms typically focus on catalogues and basic e-commerce rather than a truly curated, wedding-focused shopping journey.

Key gaps in the existing market were clear:

  • Few ethnic-wear players provided a guided wedding closet or meaningful personalisation.

  • Product detail pages rarely offered contextual styling advice or clear sizing help.

  • Mobile catalogues often suffered from heavy imagery and confusing navigation.

Major competitors we benchmarked included Fabindia, Biba, W for Woman, Global Desi, Jaypore, and Utsav Fashion. Each offers strong brand recognition in Indian ethnic wear, yet their digital platforms typically focus on catalogues and basic e-commerce rather than a truly curated, wedding-focused shopping journey.

Competitive Analysis
Competitive Analysis
Key Success Metrics Identified

Together with Mohey stakeholders we defined digital success through:

Online Engagement

Time spent per session and wedding-closet creations.

Conversion Rate

Completed orders and booking of outfits.

User Satisfaction

Qualitative ratings from usability testing and post-launch surveys.

Brand Perception

Customer feedback on whether the site captures the celebratory Manyavar–Mohey ethos.

Our research reframed how we understood intent:

  • Customers often begin with only a vague idea of style and look for inspiration before committing.

  • Family members strongly influence selections, making collaborative features such as shareable wedding closets essential.

User Research Insights
User Research Insights
Design Process

1. Discover

  • Conducted 83 interviews across 7 cities (a mix of Metro, Tier-1 and Tier-2 locations) covering brides, grooms, festive buyers and key family decision-makers aged 25–55.

  • Observed store visits to learn how families browse together and how influencers such as parents and siblings shape final decisions.

2. Define

  • Created personas that included not only primary buyers but also family influencers.

  • Mapped the information architecture and prioritised features such as the Wedding Closet and guided lookbooks.

3. Design

  • Built wireframes and rapid prototypes to test flows for product discovery and wedding-closet creation.

  • Developed a festive visual language with traditional motifs, rich colour palettes and purposeful motion design to create moments of magic without slowing the site.

  • Ran iterative usability testing to refine checkout and mobile navigation.

Usability Testing

We tested key journeys including the Homepage, Product Landing Page (PLP), Product Detail Page (PDP) and the Wedding Closet with real users across the 7 cities:

  • High success rates for browsing and adding items to the closet.

  • Feedback highlighted appreciation for fast-loading visuals and clear outfit combinations.

  • Early tests of the Wedding Closet showed it reduced time to decision for family buyers.

Usability Testing

We tested key journeys including the Homepage, Product Landing Page (PLP), Product Detail Page (PDP) and the Wedding Closet with real users across the 7 cities:

  • High success rates for browsing and adding items to the closet.

  • Feedback highlighted appreciation for fast-loading visuals and clear outfit combinations.

  • Early tests of the Wedding Closet showed it reduced time to decision for family buyers.

Outcome

Digital Impact

  • Delivered Mohey’s first cohesive online flagship store that mirrors the excitement of an in-store celebration.

  • The Wedding Closet feature became the most engaged-with area in user tests, enabling families to shortlist outfits together and driving intent to purchase.

  • Usability sessions revealed strong early retention. Users returned to their saved closets within the same week of onboarding, indicating that the site successfully created repeat digital touchpoints.

Together with Shell stakeholders, we defined four success measures:

In 30 days of testing and observance

Market Context 2021 to 2025

  • Parent company Vedant Fashions grew revenue from about ₹1,055 crore in FY 2021-22 to about ₹1,433 crore in FY 2023-24 with consumer sales up 26 percent year on year in FY 2023 and same-store sales growth of about 18 percent.

  • By early 2025 the group operated more than 600 stores across 240 Indian cities and maintained a growing international presence.

  • This strong financial and retail expansion underscores the strategic importance of Mohey’s digital channel in capturing post-pandemic wedding and festive demand.

Together with Shell stakeholders, we defined four success measures:

In 30 days of testing and observance

Reflection

This project demonstrated that a celebration brand can translate its in-store magic into a premium online experience. By focusing on guided inspiration through the Wedding Closet, mobile-first design and delightful motion, we helped Mohey create a digital destination that feels like a wedding shopping trip while preserving cultural richness and family involvement.

Together with Shell stakeholders, we defined four success measures:

In 30 days of testing and observance

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