TABLE OF CONTENT

About the Client

The client is India’s leading online beauty and wellness retailer, serving over 20 million active users and processing 500,000+ daily orders. With 1,200+ brands and six warehouses, they offer an extensive range of makeup, skincare, haircare, and wellness products. As part of their content marketing strategy, they launched a beauty-focused Q&A forum to drive engagement, educate users, and generate leads.

Business Situation

The existing platform faced several critical challenges that impacted engagement and user experience:

Poor Performance & Scalability: The legacy infrastructure struggled to handle increasing traffic and user interactions.
Outdated Tech Stack: Built on PHP, the platform lacked speed, efficiency, and modern UI/UX capabilities.
Limited Content Moderation: No admin panel to manage user-generated content, KPIs, or community interactions.
Inefficient Search & Discovery: Lack of structured categorization made it difficult for users to find relevant content.
No Live Engagement Features: Users couldn’t participate in live discussions or video sessions.
Complex Data Migration Needs: Over 1.5 million user records, 30,000 questions, and 70,000 answers needed seamless migration.

The Solution

Unthinkable modernized the platform, ensuring high performance, seamless content discovery, and real-time engagement. The transformation involved migrating to a cloud-based infrastructure, integrating an advanced content management system, and implementing a dynamic user interface.

Our team shifted the frontend from PHP to ReactJS and NodeJS, drastically improving page load speeds and responsiveness. The backend was optimized with AWS services, including EC2 for hosting, RDS for database management, and Elasticsearch for real-time search capabilities. A custom admin panel was developed, allowing the client to manage user interactions, moderate content, and track business KPIs efficiently.

Cloud-Based Infrastructure: Scalable AWS architecture optimized for performance and cost-efficiency.
Modern UI/UX Overhaul: Intuitive interface with improved content accessibility and navigation.
Real-Time Engagement Features: Integrated live video sessions and interactive community discussions.
Advanced Content Categorization: Enhanced search and filtering for better content discovery.
Seamless Data Migration: Migrated extensive user data with zero downtime.
Custom Admin Panel: Enabled content moderation, analytics tracking, and user verification.

The Impact

Within three months of launch, the revamped platform saw 150K monthly visits, 250K subscribers, and 13K new members joining weekly. User engagement surged, with a 123% increase in average time spent and a 42% reduction in bounce rate. The integration of live videos and enhanced community interactions significantly boosted brand loyalty and conversions. The platform was recognized as the best digital community launch at the Content Marketing Summit & Awards 2018.

Conclusion

By transforming the Q&A forum, Unthinkable helped the client enhance user engagement, drive organic traffic, and improve brand interactions. The AI-powered, cloud-based platform enabled a seamless, intuitive experience, empowering users to make informed purchasing decisions. With a modernized UI/UX, live content features, and scalable infrastructure, the client positioned itself as an industry leader in digital customer engagement. As the eCommerce landscape evolves, the platform continues to scale, fostering a thriving online beauty community.