[Case Study] Myntra x TheLightbulb.ai: Enhancing Trends Discovery with Emotion AI

Disclaimer: This Case Study is an extract from the publicly available Award Submission of a Myntra Client Study for the Market Research Society of India (MRSI’s) Golden Key Awards, 2024 for the ‘Best Use of Technology’ Category. TheLightbulb & Myntra, a leading e-commerce company in India came together for a ‘Trends Positioning Study’, the key details of which are publicly available on the MRSI Youtube Channel as an Award Submission Video. For any further information or clarifications, please write to sales@thelightbulb.ai

About Myntra

Myntra is a one-stop shop for all fashion and lifestyle needs. As India’s largest e-commerce platform for fashion and lifestyle products, Myntra strives to provide a seamless and enjoyable shopping experience with an extensive catalog of brands and products. The brand is committed to bringing the latest and trendiest fashion directly to consumers.

Myntra is a popular brand known as a one-stop solution for all fashion and lifestyle needs. Being India’s largest e-commerce platform, it houses over 500 brands in the fashion and lifestyle niche with an extensive product catalog. The brand is committed to bringing the latest and trendiest fashion directly to consumers.

Value Proposition

Myntra is committed to making 100% authentic brands available at consumers’ doorsteps through an extensive catalog of the latest fashion and lifestyle products with facilities like cash-on-delivery and a 30-day return policy. All this is backed by a dedicated customer support team that is available 24×7 for a seamless shopping experience.

Recognitions

• Fashion eRetailer of the Year 2013 by Franchise India – Indian eRetail Awards
• Best E-commerce Website for 2012 by IAMAI – India Digital Awards
• Images Most Admired Retailer of the Year: Non–Store Retail (2012) by Images Group
• Best E-commerce Partner of the Year 2011-12 by Puma India

The Challenge

In 2024-25, Myntra sought to reposition itself as the go-to trends discovery app, making it the ultimate destination for Gen Z and Millennial shoppers. To achieve this, Myntra revamped its mobile app’s UI, UX, imagery, and nomenclature. However, to ensure an optimal user experience and validate these changes, Myntra needed to measure how users responded to the new app experience.

“You can’t improve what you don’t measure.”

Myntra partnered with TheLightbulb.ai to gain deep insights into user behavior and emotional responses, helping refine its new positioning.

The Solution

TheLightbulb.ai deployed its App Site Pro solution, a combination of live UX tracking and emotion AI-powered qualitative immersions, to analyze real-time user interactions and perceptions.

With this solution, Myntra was able to:

• Monitor user responses in real time through live UX tracking.
• Understand emotional engagement and identify friction points with emotion AI-driven qualitative insights.
• Refine UI/UX elements based on user sentiment analysis to improve experience and engagement.
• Identify winning strategies by doubling down on features that worked while eliminating those that didn’t.

The Impact

• Enhanced consumer engagement on the platform.
• Improved key performance metrics, including Revenue Per Click (RPC) and Click-Through Rate (CTR).
• An impressive 8X revenue growth compared to the previous year.

By integrating emotion AI with live UX tracking, TheLightbulb.ai empowered Myntra to make data-backed optimizations, ensuring that the app effectively resonated with its target audience.

Client Testimonial

Client Name – Rajendran C (Rajan), Head – Consumer Research & Insights – Myntra

Myntra’s partnership with TheLightbulb.ai proved instrumental in the brand’s transformation into a trends-first fashion discovery platform. By using AI-driven insights, Myntra was able to fine-tune its user experience, drive engagement, and achieve remarkable business growth.

Check out video link below to see the entire strategy in action : 

Access The Case Study Video