Merchandising a 7-category electronics range around how people actually shop
UBON sells wireless audio and mobile accessories across seven categories and a ₹199–₹7,599 price span. The work focused on the gap between a large catalogue and a customer who arrived knowing only that they wanted earbuds for the gym.
- Client
- UBON
- Industry
- Consumer Electronics
- Timeline
- Ongoing engagement
- Year
- 2026
Where they started
A catalogue spanning neckbands, earbuds, headphones, speakers, smartwatches, chargers, power banks, cables and small appliances is genuinely hard to navigate by category alone. A shopper looking for workout earbuds doesn't want to compare thirty SKUs on driver size — they want the three that stay in during a run. Category-only navigation pushed that filtering work onto the customer, and the price range meant a ₹199 cable and a ₹7,599 smartwatch sat in the same funnel with the same treatment despite completely different consideration cycles.
What we did
We built lifestyle-led merchandising alongside the category tree — Party, Workout, Gaming and Travel collections that answer the question shoppers actually arrive with. Product pages were restructured so specifications render as scannable icon rows rather than a table nobody reads, with variant selection simplified across colours and configurations. Bulk import and enrichment workflows made a catalogue that size maintainable without a person retyping specs. On the search side, collection and product pages were given distinct intent, Product schema was implemented for rich results, and the low-value and high-consideration paths were separated so cheap accessories convert fast while smartwatches get the comparison content they need.
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