5 Brand Microsites with Excellent UX

Brand microsites deliver niche and sometimes topical content to target audiences. Unlike websites that people visit primarily to consume general information, microsites are built for more specific and current needs. They are also a wonderful medium for building a sense of urgency and driving online engagement.

Thus, while staying light in terms of content, microsites have to be ‘macro’ in terms of user experience (UX).

The most effective brand microsites abide by 3 golden rules –

  1. Stick to a defined and singular purpose
  2. Build everything around the user
  3. Deliver a memorable experience

Today, we have 5 brand microsites that embody these virtues in their design, development, navigation and overall UX. So let’s jump right in!

The Movekars

The Movekars by Aditya Birla Health, is a responsive microsite and home of a friendly next-door ‘virtual family’ who teach visitors how to stay active through easy workout routines. The navigation lets visitors choose a particular member of the family to workout with, each having a different set of six 30-second ‘moves’.

MovekarsHamari Pari

Hero MotoCorp’s Hamari Pari uses thoughtful storytelling and adorable illustrations to sensitize visitors about the importance of education for the girl child. Though sophisticated and immersive in its storytelling, the microsite enables the entire user journey in just a few scrolls.

Hamari PariEcopia

Bridgestone Ecopia tyres has a Google Maps enabled mileage calculator – an innovative UX for car owners who are unaware of the economical and environmental benefits that come with choosing the right tyre. Besides its sporty aesthetics, the microsite lets visitors enter vehicle and fuel type, destination, and current mileage to know exactly how much they could save with Ecopia tyres.


Launched around Diwali 2016, #LightUpLoC is an interactive microsite by ASUS for sending Diwali greetings to our brave jawaans, through virtual sky lanterns. The microsite delivers a surreal virtual environment; as the user launches a sky lantern, watching it float up with hundreds of others like it, headed to different points between Rajouri and Siachen on the virtually created LoC.

LightUpLoCCamlin Experience App

Camlin’s Experience app is a digital canvas that helps visitors experience Camlin products first-hand while creating their own art. The interface features drawing tools based on Camlin’s various art products such as sketch pens, crayons, pastels, water colours and others. It’s quite addictive and gives art lovers an opportunity to showcase their work on social media.

Experience CamlinPsst.. If you have an idea that could someday make it to this list, we are always looking for people with your set of skills.

The Sales Force: Can’t love ’em, can’t live without ’em

Sales and movies are integral parts of my life.

Movies and salesMovies generally depict sales people as con-artists or eccentric executives with no feelings.

gordon gekko

To a more non-judgmental audience, we may come across as ‘yes boss’ type of individuals.

yes bossBut notwithstanding these bipolar opinions about us, we sales people are simply unstoppable professionals with a never-say-die attitude.

Why do we do it? For the Rush!

rushWe do it because we like to think of our job as a movie about a do-or-die mission.

argoAnd because we like to lead from the front, willing to do ourselves what we have asked others to do.

13 hoursYes we like being called ‘wolves’; after all there is no such thing as bad publicity, only bad decisions.

wolfWhen we begin thinking like smooth talking box-pushers, yeah, we may crack a deal or two. But then we might as well say goodbye to any repeat business.

phone boothKeeping clients happy isn’t always easy, but it’s worth it because happy clients mean repeat business. And that’s where 80% of business growth comes from. In the words of Thomas Paine, “the harder the conflict, the more glorious the triumph.”

happynessWe believe that People come into our lives for a reason, a season or a lifetime. It’s best to have a client for a lifetime so that we can help grow each other’s businesses; to lift the other when we’re down.

nashSo here are my tips on being great at what you do:

Be Relevant
Clients are constantly bombarded with information so it’s key to understand their business requirements and specific needs and focus on addressing them.

tarsBe the expert
Problem solving is critical in any growing business. Be the expert who can look into a client’s eyes and tell them what’s best for them.

moneyballBe ahead of the curve
Don’t ask clients what’s keeping them up at night, rather, find out what gets them out of bed every morning. By doing so, you are also reinforcing their purpose in the team. Rise above the obvious!

fight clubI could go on about the qualities of a great salesman, but I’d rather leave you with Yogi Berra’s words – “It ain’t over till it’s over.”

12 angry menIf you’re in sales (or if you’re one of my beloved clients) and share my love for movies, then let’s connect! Find me on Facebook or write to me on elstan.rebello@bcwebwise.com

Till then, A.B.C.!

glengarry glen ross

Why Consumers Display Less Brand Loyalty when Shopping Online

Jaydeep Savant, Director - Strategy & Innovation, BC Web Wise

Jaydeep Savant, Director – Strategy & Innovation, BC Web Wise

The landscape of online shopping in India is seeing radical changes. The perception of the Indian consumer is changing considerably .With more of internet and easily available Wi-Fi zones the awareness and engagement is ever increasing.

Increasingly, consumers are using internet as a tool for pre purchase information collection. Although technical details and specifications about the product or service are gleaned from the brand, online brand communities are becoming vital conduits for customers to share product information, expert reviews and experiences.

We are seeing a huge change happening in the supporting ecosystem. New entrants and existing champions are upgrading their payment infrastructure and logistics, to make the best bait in the Indian eCommerce market. With VC confidence in eCommerce increasing, new players are putting big bets in the online space; typically online travel, retail, Food, Nutrition, Health, Airlines, Matrimonial etc.

The consumer mindset is changing with every purchase they do online, so do their loyalties. With so many hybrid marketplaces and hyper localization, the customer is always exploring, trying to make the best for his money. The Deals and the Discount market have made his purchase cycle very interesting. He browses around with the most sites in real-time till he targets the lowest bid price. This is a unique use case for the changing consumer behaviour.

The realization is there is a lot of data coming in and out, thereby leading to various micro-segments of consumers. The sellers are pressed to be data centric, thereby clustering, filtering, and aggregating data to creating multiple models of their customers.

Data, which was earlier sitting on remote worksheets and data marts, is fast moving to central hubs and infrastructures wherein the data is mined in real-time to give a single view of the customer. Big Data and Hadoop have become the new buzz words.

Analytics, Advanced Analytics is the new science that will connect with this new consumer to fulfil this very basic need to his highest aspiration. Online retailers are moving up the maturity value chain to integrate the marketing promise with the right service delivery.

Analytics has a huge spectrum – ranging from data warehousing to BI to OLAP to Predictive. We at BC Web Wise have a strong focus on both, B2C and B2B Consumers and thereby strongly advocate Customer Analytics, Funnel Analytics and Predictive Analytics. We want to embed this in our clients’ business processes to scale and optimize their growth with respect to ROI and loyal customers. To achieve this we have blended our services with a unique mix of experience management and data analytics.

The affinity towards a brand from a consumer standpoint, either positive or negative starts with a due diligence via an Online Reputation Diagnostic tool.  We suggest an analytical approach to find the social equity gathered by a brand in the digital space. We measure the dynamics of influence (Positive and Negative) that are playing a role in the mind of consumer, pre and post purchase.

Our Customer Journey Mapping process thrives on this research to help our clients start in the right step to set up the funnel at every stage (Awareness>Consideration>Engagement>Conversion) and post-purchase. Our Analytics approach embarks on this interesting customer journey in the most qualitative manner looking into the complete customer life-cycle and personalization to embrace loyalty.

We believe analytics is the perpetual working engine for eCommerce optimization and incremental growth strategy in the digital space. For more information on how our Analytics services can help your eCommerce strategy, contact us here.

Or you can write to me with any questions at jaydeep.savant@bcwebwise.com.