My Framer Site

B2C Mobile App

SwaNari

To empower Indian women entrepreneurs with personalized marketing tools & social media analytics

My role

UX Designer

Duration

14 weeks

Team

Solo Designer

Tools

Figma, Miro, After Effects

What I did

Designed a mobile app that allows women to select, edit, and publish personalized marketing templates to social media with just one click. I conducted usability testing to identify pain points in the user experience and ran pretotyping experiments to validate the product's market demand and relevance

Context

SwaNari is a mobile app to help Indian women entrepreneurs market their home businesses. The app offer personalized marketing templates, one-click social media publishing, regional language support and analytics dashboard

According to national data, only 33.3% of rural Indian women use digital platforms, and 53% women rely on word-of-mouth for promotions. SwaNari addresses this gap by simplifying marketing and making digital promotion approachable, empowering women to build business visibility and achieve financial independence

Why is this problem important?

With India’s booming digital economy and increasing social media adoption, women who are not utilizing digital marketing tools risk falling further behind, losing potential customers to competitors who do

696M

Total population of women in India

15.7M

Home businesses run by Women

89%

Women not actively marketing their businesses

Impact

To measure impact, I combined qualitative insights from usability testing with quantitative validation from pretotyping experiments

30%

Increase in social media posting & customer inquiry

20%

Improvement in marketing skills and confidence

35%

Increase in revenue sales figures

Constraints

I identified four limitations through secondary research, user interviews and research synthesis

Lack of marketing awareness

Due to limited digital exposure, women are unfamiliar with marketing strategies, limiting their ability to grow their business independently

Dependency on family

Most women rely on their family members, especially children for handling online tasks, inventory and social media

Lack of confidence

Women expressed hesitation and self-doubt when engaging with digital platforms, often fearing they might make mistakes

Struggle managing home & business

Balancing domestic responsibilities with business operations left little time or energy to learn marketing

Problem Definition

Despite having strong products and motivation, they face barriers that prevent them from reaching wider audiences and growing their home businesses

Marketing awareness

Women rely on word-of-mouth marketing because of less understanding on digital platforms usage for promotions

Time constraints

Managing both household and business responsibilities leaves them with less time to focus on consistent marketing

Dependency

Women depend on family to create and post content on social media, limiting their independence and slowing business growth

Challenge

How might we reduce digital marketing awareness gaps among Indian women to empower them to grow their businesses and achieve self-sufficiency?

Solution

To address these challenges, the app provides simple, accessible, and time-saving tools tailored to women’s business goals. It offers business-specific, customizable templates that users can easily edit and publish with just one click. Additionally, the app includes social media insights to help users track content performance and monitor their business growth over time

Personalized templates

Pre-designed templates tailored to user’s business type and goals, making content creation quick

Social media analytics

Providing easy-to-understand insights on content performance, helping users track growth

One-click social media publishing

Publish content directly to connected platforms with a single click - no need to switch apps

Business Profile Set-up

I designed an intuitive onboarding flow that helps women create a complete business profile in minutes. The setup captures essential details like the business name, location, product category and prices. This would help generate customized templates for the user

Personalized Templates

These templates cater to women’s product category and common needs like promotions, product launches, and festive greetings. Built with flexibility in mind, users can edit colors, fonts, add audio and effects to reflect their unique brand identity, enabling consistent and beautiful content creation

One-click Social Media Publishing

I learned through interviews that many women found switching between platforms overwhelming. To simplify this, I developed a one-click publishing system that lets women publish their content across multiple social media channels simultaneously. This eliminates the need for repetitive tasks and ensures brand consistency across channels

Social Media Analytics

I introduced easy-to-read analytics dashboards showing engagement metrics, reach, and content performance. These insights help women refine their strategies and make informed decisions, even if they’re not familiar with marketing jargon or data tools

Design Process

Secondary
Research

User Interviews

User Surveys

Competitive
Analysis

Synthesize

Affinity Mapping

Mind Mapping

Problem Tree
Analysis

Research Findings

Key Insights

SWOT Analysis

Success Metrics

Storyboard

Information
Architecture

User Flow

Site Map

Wireframes

Style Guide

UI Design

Prototype

Risky assumptions

Usability Tests

A/B Testing

Risky assumptions

Usability Tests

A/B Testing

Synthesize
Findings

Pretotyping
Experiments

Usability Testing

Iterate UI Designs

Functional Requirements

Design System
Documentation

Discover

Define

Design

Test

Validate

Deliver

User Persona

Pain Points

Not able to expand her business visibility & increase sales

Struggles to create engaging social media posts or run ads

Only depends on word-of-mouth marketing

Needs

Analytics & insights to understand which ads perform better

Guidance on social media ads to target the right audience

Easy-to-use marketing templates & content

Feels

Frustrated

Dependent

Motivated

Stressed

About

“ I know my products are good, but I don’t know how to attract more customers online. I wish marketing was simple and easy to understand”

Meet Rekha

Research & Ideation

To better understand user challenges and needs, I conducted 12 in-depth interviews with women running home-based businesses who are struggling to grow. I then synthesized the insights using Affinity Mapping and Problem Tree Analysis

Click below to access the file and explore the findings

Research Synthesis

User Flow

The user flow was central to designing an intuitive and empowering experience for middle-aged women entrepreneurs with limited digital familiarity

Every step was designed to reduce overwhelm, encourage independence, and help users complete their tasks with minimal effort and maximum clarity

Information Architecture

Wireframes

I carefully planned how the women would navigate through the app, ensuring they could find what they needed without any confusion. I created a seamless experience that the women will love using by keeping it simple and organized

Onboarding

Business profile

Homepage

Subscription

Payment

Swipe templates

Edit template

Add pictures

Add text

Add audio

Add effects

Preview template

Select platform

Preview

Post success

Analytics

Posted content

Account

Usability Testing

I conducted 12 unmoderated usability testing sessions with Indian women to gain deep insights into their interaction with the app. There were total 11 tasks to be done by each users and all the testing sessions lasted about 30 minutes. Throughout the session, I observed their navigation patters, initial reactions, and overall experience using the app

Participants were not able to perform swipe right animation which led to confusion and frustration

Participant faced difficulties in understanding the social media metrics

Participant were not able to see what features yearly and monthly subscription plans offer

Participant felt that the business profile setup was tedious and complex

High Severity

Ease, Confidence and Success Graph

Average Scores

Avg. success

Task 1

onboarding

Task 2

profile setup

Task 3

app tutorial

Task 4

subscription

Task 5

templates

Task 6

edit reel

Task 7

publish

Task 8

analytics

Task 9

linktree

Task 10

drafts

Task 11

Edit story

Avg. confidence

Avg. ease

Users were not able to edit the entire template and jumped directly to publish on social media

Users feel onboarding screens and business profile setup is easy for them to understand & navigate

Users found insights metrics on the analytics page difficult to understand

Ease

Confidence

76.7%

Success

84.2%

73.9%

Before usability testing

Participants mentioned they would like a 6 monthly plan as well

After usability testing

Before usability testing

Participants didn’t understand percentages and numbers

After usability testing

Adding 6 monthly plan

Showing most viewed/popular social media content

Replacing percentages with numbers and showing it visually

Showing features included

with the plan

Unclear on which features are included with plans

Showing most viewed/popular social media content

Replacing percentages with numbers and showing it visually

Showing features included

with the plan

Market Validation

To validate the concept, I conducted 3 pretotyping experiments to test user interest and behavior. These included a Fake Front Door experiment to gauge interest in personalized templates, a Mechanical Turk experiment where users receive edited templates, and a Facade experiment to simulate social media analytics

I utilized Instagram, Whatsapp and Facebook as key platforms to reach the target audience effectively. Through this, I aimed to create awareness and generate interest in the app

Fake Front Door

Experiment

Mechanical Turk

Experiment

Facade

Experiment

Pretotyping Results

Fake Front Door Experiment

Mechanical Turk Experiment

Facade Experiment

8% of users will show interest in SwaNari app and sign up for early access

15% of users will showed interest & signed up

Risky Assumption

3/5 users would edit 3 templates in the span of 1 week

4/5 users were interested in editing templates and post on social media

Risky Assumption

4/5 users would like to receive weekly insights on their posts for 2 weeks

4/5 users were interested in receiving weekly insights

Risky Assumption

Unique Visitors

225

Sign ups

034

Conversion Rate

15%

Key Learnings

Designing for SwaNari was a meaningful experience in creating technology that feels approachable and empowering. It showed me how thoughtful design can help women overcome digital barriers, build confidence, and take control of marketing their businesses with ease

Test Before Building

Pretotyping helped me validate ideas and ensuring I focused on features users actually need

Marketing Gap

Most users don’t struggle with their product, but with promoting it - highlighting a substantial gap

Empathy-led Design

Understanding user’s emotional barriers was essential in designing a supportive experience

High Fidelity Wireframes