d’hybrid, launched by Kapil Batus, is India’s first men's-only fashion and grooming e-commerce platform, and so much more than that. It's a content-led discovery and commerce platform for fashion, grooming, and lifestyle.

By educating customers through curated content, creating segment-based community clusters, and connecting them with the right seller, the platform aims to be a complete lifestyle, fashion, and grooming experience in itself.

Technologies Used

Business Requirement

d’hybrid ’s clear product vision was translated into business requirements that guided our product strategy

A pleasing, aesthetic, fashion-conscious user experience was an absolute must. The fashion-conscious target audience had to be appealed to with a user interface on par with global brands.

The application had to store and process a humongous amount of information, including product details, catalog information, user preferences, transaction history, and more. The amount of information processed increased with every brand and customer that was on-boarded on the platform.

Rapid response times had to be ensured within the platform to enable users to browse large product catalogs.

Infusing business intelligence into the platform was crucial, enabling hallmark features of the platform like discovery-led curated content creation, feed personalization, and analyzing user patterns.

The platform had to serve multiple platforms like internet, Android, and iOS

The project had to be completed within a competitive timeline and ensure a short time to market

Solution

To meet d’hybrid ‘s needs, Cloudesign designed a best-in-class web application utilizing modern client and server-side technologies.

Advanced content curation and personalization with AI/ML

d’hybrid ‘s hallmark content curation was developed by leveraging diverse AI/ML technologies and techniques like supervised learning, unsupervised learning, and reinforcement learning. Developing this capability was crucial to delivering the niche world-class content experience the platform promised.

Cutting-edge features with capable software engineering

Content curation was not the only area that exploited AI/ML. Intelligent data structures, algorithms, and AI/ML capabilities were infused into developing tactical product features like intelligent universal search, intuitive product discovery, and opportunistic cross-selling and up-selling features that translated to actual ROI.

World Class UX/UI enhancing the brand appeal

User experience was paramount to d’hybrid, being a fashion and grooming platform. By employing UX/UI design patterns and responsive web technologies, an aesthetic and enhanced user experience was delivered that appealed to the target audience’s fashion sense. Intelligent UX design on the app enabled easy, effortless, and productive user interactions.

A robust, micro-services-oriented, fail-safe back-end architecture

By decoupling back-end systems with intelligent design, the application functionality was delivered through standalone web services that provided resilience, performance, and availability.

Secure software modules developed using the DevSecOps approach

DevSecOps pushes cybersecurity to the beginning of SDLC. In contrast to traditional software development, where the application is tested for vulnerabilities just before deployment, every individual module is tested for security after every development cycle, thus enhancing overall system security.

Seamless and secure 2FA authentication for user validation

Two-factor authentication enabled secured e-commerce transactions on the application. By requiring both password and OTP for login, the dealers could be assured of the legitimacy of the orders placed. The customers were also assured of safe and secure access to the platform.

Optimized database designs for secure and swift data access

By utilizing NoSQL databases and intelligent schema design, storing voluminous data and instantaneous retrieval was made possible. Horizontal scaling and adoption of cloud computing allow the platform to scale to meet user needs in real-time and drive down infrastructure costs.

Secure payment gateways and order-tracking facilities

The superior shopping experience provided by the platform was topped off with easy payment solutions that included net banking, debit cards, credit cards, UPI, and others through seamless integration with these payment solutions.

Single codebase for simpler project management

The application was developed using progressive web technologies and responsive user interfaces that enabled serving multiple platforms like the web, Android, and iOS, with a single code base.