Project Overview: Umsaas is a government-backed initiative focused on promoting Indian handicrafts through an e-commerce platform. The primary goal is to empower local artisans by providing them a digital marketplace, while offering consumers a seamless online shopping experience. The existing website, umsas.org.in, faced numerous UI/UX issues that hindered both user engagement and vendor onboarding, prompting a redesign that blends modern usability with culturally inspired aesthetics.
Problem: The original Umsaas website suffered from a cluttered layout, poor navigation, and an inefficient checkout process, making it challenging for users to discover and purchase products. Additionally, artisans struggled to register and list their crafts due to an unclear onboarding flow, and the platform lacked engagement tools like referral programs or educational content to encourage repeat visits.
Solution: Through stakeholder interviews, user research, and competitive analysis, a user-centric redesign was proposed. This solution focused on streamlining navigation, clarifying product listings, introducing step-by-step vendor registration, and incorporating e-commerce features like a wallet system and referral program. The addition of a blog section provided cultural context and storytelling, enhancing overall user engagement and loyalty.
Design Overview: The new design employs a clean, grid-based layout for product discovery, a well-organized top navigation bar, and prominent calls to action throughout. A dedicated “Become a Vendor” page simplifies artisan onboarding, while the user dashboard includes order history, address management, and a wallet (Woo Cash). A warm color palette and traditional motifs pay homage to India’s handicraft heritage, creating a visually cohesive experience that aligns with government branding requirements.
Conclusion: By addressing the key UI/UX challenges and implementing modern e-commerce features, the redesigned Umsaas platform not only elevates the user experience but also bolsters artisan participation and customer engagement. This refreshed interface ultimately supports the government’s mission of preserving and promoting Indian handicrafts, while driving sustainable growth and fostering a deeper cultural connection between artisans and consumers.
