DHAMA is the bespoke label for DharaviMarket.com, an Indian e-commerce website. I developed user experience models to optimize engagement with their identified target groups. Leveraging Human Centered Design principles, I developed interaction experience models for mobile engagement.
Dharavi Market is an indie e-commerce destination that uses a for-profit business model to support skill training and community development for residents of Dharavi, one of the worlds largest urban slums.
I worked on DHAMA right from the beginning, starting with creating a brand identity that was young, urban, and built on warm colors reminiscent of Indian festivals. Working off that, mobile engagement was built to keep a sense of warmth and transparency.