Meet Zara's Voice-Based Service Agent
Meet Zara's Voice-Based Service Agent
Meet Zara's Voice-Based Service Agent
An intuitive voice assistant for the Zara app, transforming customer interactions and elevating the shopping experience through effortless voice commands.
An intuitive voice assistant for the Zara app, transforming customer interactions and elevating the shopping experience through effortless voice commands.
An intuitive voice assistant for the Zara app, transforming customer interactions and elevating the shopping experience through effortless voice commands.
PROCESS HIGHLIGHTS
Design challenge and responsibilities review
Design challenge and responsibilities review
Design challenge and responsibilities review
The Challenge
The Challenge
The Challenge
The Challenge
How might we create a Voice Assistant for the clothing brand Zara, to help users with a hands-free user interaction on the Zara App.
How might we create a Voice Assistant for the clothing brand Zara, to help users with a hands-free user interaction on the Zara App.
How might we create a Voice Assistant for the clothing brand Zara, to help users with a hands-free user interaction on the Zara App.
The Outcome
The Outcome
The Outcome
The Outcome
Building a Seamless Voice Interaction Flow: We designed a fully functioning Voice Interaction Flow for Zara’s app, optimizing the user journey for a conversational experience.
Building a Seamless Voice Interaction Flow: We designed a fully functioning Voice Interaction Flow for Zara’s app, optimizing the user journey for a conversational experience.
Building a Seamless Voice Interaction Flow: We designed a fully functioning Voice Interaction Flow for Zara’s app, optimizing the user journey for a conversational experience.
Client
Client
Client
Client
Zara
Zara
Zara
Duration
Duration
Duration
Duration
January 2024 - March 2024 (8 Weeks)
January 2024 - March 2024 (8 Weeks)
January 2024 - March 2024 (8 Weeks)
Our Team
Our Team
Our Team
Our Team
Manjot Kaur (Me), Qingyang Xu
Manjot Kaur (Me), Qingyang Xu
Manjot Kaur (Me), Qingyang Xu
Tools
Tools
Tools
Tools
Figma, Voiceflow, Miro, Google Meet, Vimeo
Figma, Voiceflow, Miro, Google Meet, Vimeo
Figma, Voiceflow, Miro, Google Meet, Vimeo
My Role: CUX Designer & Researcher
My Role: CUX Designer & Researcher
My Role: CUX Designer & Researcher
My Role: CUX Designer & Researcher
Designing conversation flows for tasks through user journey mapping and understanding user intents.
Creating natural, brand-aligned dialogues/utterances for effective user interaction.
Crafting voice flows for personalized recommendations and styling advice.
Designing error pathways for unrecognized user intents.
Continuously improving the agent’s performance through testing and feedback.
Maintaining brand identity through consistent language, tone, and style.
Developing low-fidelity and high-fidelity design prototypes for the voice agent.
Designing conversation flows for tasks through user journey mapping and understanding user intents.
Creating natural, brand-aligned dialogues/utterances for effective user interaction.
Crafting voice flows for personalized recommendations and styling advice.
Designing error pathways for unrecognized user intents.
Continuously improving the agent’s performance through testing and feedback.
Maintaining brand identity through consistent language, tone, and style.
Developing low-fidelity and high-fidelity design prototypes for the voice agent.
Designing conversation flows for tasks through user journey mapping and understanding user intents.
Creating natural, brand-aligned dialogues/utterances for effective user interaction.
Crafting voice flows for personalized recommendations and styling advice.
Designing error pathways for unrecognized user intents.
Continuously improving the agent’s performance through testing and feedback.
Maintaining brand identity through consistent language, tone, and style.
Developing low-fidelity and high-fidelity design prototypes for the voice agent.
Designing conversation flows for tasks through user journey mapping and understanding user intents.
Creating natural, brand-aligned dialogues/utterances for effective user interaction.
Crafting voice flows for personalized recommendations and styling advice.
Designing error pathways for unrecognized user intents.
Continuously improving the agent’s performance through testing and feedback.
Maintaining brand identity through consistent language, tone, and style.
Developing low-fidelity and high-fidelity design prototypes for the voice agent.
Voice Based
Interacts through spoken commands for hands-free experience.
Stylish & Approachable
Maintains a modern, fashionable tone that feels friendly and welcoming.
Resonates with the brand
Reflect’s Zara’s identity and style in its responses.
Courteous
Provides polite and considerate interactions.
Offers clear solutions
Delivers straightforward, easy-to-understand answers.
Voice Based
Interacts through spoken commands for hands-free experience.
Stylish & Approachable
Maintains a modern, fashionable tone that feels friendly and welcoming.
Resonates with the brand
Reflect’s Zara’s identity and style in its responses.
Courteous
Provides polite and considerate interactions.
Offers clear solutions
Delivers straightforward, easy-to-understand answers.
Voice Based
Interacts through spoken commands for hands-free experience.
Stylish & Approachable
Maintains a modern, fashionable tone that feels friendly and welcoming.
Resonates with the brand
Reflect’s Zara’s identity and style in its responses.
Courteous
Provides polite and considerate interactions.
Offers clear solutions
Delivers straightforward, easy-to-understand answers.
Voice Based
Interacts through spoken commands for hands-free experience.
Stylish & Approachable
Maintains a modern, fashionable tone that feels friendly and welcoming.
Resonates with the brand
Reflect’s Zara’s identity and style in its responses.
Courteous
Provides polite and considerate interactions.
Offers clear solutions
Delivers straightforward, easy-to-understand answers.
Leveraging Zara’s App's Strengths for a New Opportunity
Leveraging Zara’s App's Strengths for a New Opportunity
Leveraging Zara’s App's Strengths for a New Opportunity
As a globally recognised brand with a large customer base, Zara’s well-designed app offers a strong starting point for our project. However, there’s a gap: Zara lacks a voice-based conversational agent, and its existing chatbots are not easily accessible. This presents a unique opportunity to introduce a Voice Assistant that enhances the conversational experience, boosting overall user engagement and satisfaction.
As a globally recognised brand with a large customer base, Zara’s well-designed app offers a strong starting point for our project. However, there’s a gap: Zara lacks a voice-based conversational agent, and its existing chatbots are not easily accessible. This presents a unique opportunity to introduce a Voice Assistant that enhances the conversational experience, boosting overall user engagement and satisfaction.
As a globally recognised brand with a large customer base, Zara’s well-designed app offers a strong starting point for our project. However, there’s a gap: Zara lacks a voice-based conversational agent, and its existing chatbots are not easily accessible. This presents a unique opportunity to introduce a Voice Assistant that enhances the conversational experience, boosting overall user engagement and satisfaction.
Here’s a sneak peek:
Here’s a sneak peek:
Here’s a sneak peek:
Here’s a sneak peek:
Curious about how we brought it to life?
Let’s dive into the behind-the-scenes process!
Curious about how we brought it to life?
Let’s dive into the behind-the-scenes process!
Curious about how we brought it to life?
Let’s dive into the behind-the-scenes process!
Curious about how we brought it to life?
Let’s dive into the behind-the-scenes process!
STAGE 1
Task Flow to Voice Flow
Task Flow to Voice Flow
Task Flow to Voice Flow
Crafting a captivating voice interaction experience demands a focused Conversational UX (CUX) Design & Research Process that ensures the dialogue feels natural, intuitive, and engaging for users. We grounded our task flows in the existing service of the Zara app, allowing their seamless integration into the VoiceFlow software. Here’s a breakdown of the key steps involved:
Crafting a captivating voice interaction experience demands a focused Conversational UX (CUX) Design & Research Process that ensures the dialogue feels natural, intuitive, and engaging for users. We grounded our task flows in the existing service of the Zara app, allowing their seamless integration into the VoiceFlow software. Here’s a breakdown of the key steps involved:
Crafting a captivating voice interaction experience demands a focused Conversational UX (CUX) Design & Research Process that ensures the dialogue feels natural, intuitive, and engaging for users. We grounded our task flows in the existing service of the Zara app, allowing their seamless integration into the VoiceFlow software. Here’s a breakdown of the key steps involved:
From Ideas to Conversations:
From Ideas to Conversations:
From Ideas to Conversations:
From Ideas to Conversations:
We began our journey with an energetic brainstorming and ideation session, exploring how the app’s existing task flows could transform into meaningful conversational dialogues. By mapping out each interaction, we identified which processes would translate seamlessly into voice commands, setting the stage for a smooth, intuitive user experience.
We began our journey with an energetic brainstorming and ideation session, exploring how the app’s existing task flows could transform into meaningful conversational dialogues. By mapping out each interaction, we identified which processes would translate seamlessly into voice commands, setting the stage for a smooth, intuitive user experience.
We began our journey with an energetic brainstorming and ideation session, exploring how the app’s existing task flows could transform into meaningful conversational dialogues. By mapping out each interaction, we identified which processes would translate seamlessly into voice commands, setting the stage for a smooth, intuitive user experience.
Unveiling Our Target Audience:
Unveiling Our Target Audience:
Unveiling Our Target Audience:
Unveiling Our Target Audience:
Next, we set out to define our target users, uncovering a vibrant tapestry of personas.
Fashion Enthusiasts: Individuals passionate about the latest trends and styles.
Busy Shoppers: Those who prefer the convenience of online shopping over in-store experiences.
Zara Loyalists: Fans of the brand who are drawn to its aesthetic and offerings.
Bargain Hunters: Shoppers who love discounts and promotions.
Online Shopaholics: Frequent online buyers who enjoy exploring new collections.
Fashion Influencers: Trendsetters who influence others through their style choices.
Young Fashionistas: Style-savvy individuals always seeking the latest fashion trends.
Next, we set out to define our target users, uncovering a vibrant tapestry of personas.
Fashion Enthusiasts: Individuals passionate about the latest trends and styles.
Busy Shoppers: Those who prefer the convenience of online shopping over in-store experiences.
Zara Loyalists: Fans of the brand who are drawn to its aesthetic and offerings.
Bargain Hunters: Shoppers who love discounts and promotions.
Online Shopaholics: Frequent online buyers who enjoy exploring new collections.
Fashion Influencers: Trendsetters who influence others through their style choices.
Young Fashionistas: Style-savvy individuals always seeking the latest fashion trends.
Next, we set out to define our target users, uncovering a vibrant tapestry of personas.
Fashion Enthusiasts: Individuals passionate about the latest trends and styles.
Busy Shoppers: Those who prefer the convenience of online shopping over in-store experiences.
Zara Loyalists: Fans of the brand who are drawn to its aesthetic and offerings.
Bargain Hunters: Shoppers who love discounts and promotions.
Online Shopaholics: Frequent online buyers who enjoy exploring new collections.
Fashion Influencers: Trendsetters who influence others through their style choices.
Young Fashionistas: Style-savvy individuals always seeking the latest fashion trends.
Major User Intents
Major User Intents
Major User Intents
Major User Intents
By identifying our target audience, we gained valuable insights into the 4 key user intents:
By identifying our target audience, we gained valuable insights into the 4 key user intents:
By identifying our target audience, we gained valuable insights into the 4 key user intents:
Buy Clothes
Buy Clothes
Buy Clothes
Buy Clothes
-Favourites/ Wishlist
-What’s New?
-Type/Color/Size
-Buy Something I previously Bought
-Sale
-Favourites/ Wishlist
-What’s New?
-Type/Color/Size
-Buy Something I previously Bought
-Sale
-Favourites/ Wishlist
-What’s New?
-Type/Color/Size
-Buy Something I previously Bought
-Sale
Return Clothes
Return Clothes
Return Clothes
Return Clothes
-Order History
-Refunds
-Shopping/Return Policies
-Help
-Return problem
-Order History
-Refunds
-Shopping/Return Policies
-Help
-Return problem
-Order History
-Refunds
-Shopping/Return Policies
-Help
-Return problem
Styling Suggestions
Styling Suggestions
Styling Suggestions
Styling Suggestions
-Color/Size/Type
-Accessories
-Beauty
-Recommendations based on previous purchases
-Something New
-Color/Size/Type
-Accessories
-Beauty
-Recommendations based on previous purchases
-Something New
-Color/Size/Type
-Accessories
-Beauty
-Recommendations based on previous purchases
-Something New
Window Shopping
Window Shopping
Window Shopping
Window Shopping
-Clothes
-Sales
-Accessories
-Type
-Put them in favorites/wishlist
-Clothes
-Sales
-Accessories
-Type
-Put them in favorites/wishlist
-Clothes
-Sales
-Accessories
-Type
-Put them in favorites/wishlist
STAGE 2
Intents to Utterances
Intents to Utterances
Intents to Utterances
Once we identified the four major user intents, we embarked on the journey of drafting potential utterances for each intent. This phase was all about imagining how users would express their needs and questions naturally, allowing us to capture the essence of authentic conversations. By putting ourselves in the users' shoes, we began to shape dialogues that would resonate with their experiences, making interactions feel seamless and relatable.
Once we identified the four major user intents, we embarked on the journey of drafting potential utterances for each intent. This phase was all about imagining how users would express their needs and questions naturally, allowing us to capture the essence of authentic conversations. By putting ourselves in the users' shoes, we began to shape dialogues that would resonate with their experiences, making interactions feel seamless and relatable.
Once we identified the four major user intents, we embarked on the journey of drafting potential utterances for each intent. This phase was all about imagining how users would express their needs and questions naturally, allowing us to capture the essence of authentic conversations. By putting ourselves in the users' shoes, we began to shape dialogues that would resonate with their experiences, making interactions feel seamless and relatable.
Crafting Authentic User Dialogues
Crafting Authentic User Dialogues
Crafting Authentic User Dialogues
Crafting Authentic User Dialogues
Next, we set out to draft possible user dialogues and responses for each utterance. This stage felt like weaving a tapestry of conversation, where we envisioned the back-and-forth exchanges users might have with the voice assistant. By exploring various scenarios and responses, we aimed to create a rich, engaging dialogue that not only addressed user needs but also felt organic and friendly, ensuring a delightful interaction experience.
Next, we set out to draft possible user dialogues and responses for each utterance. This stage felt like weaving a tapestry of conversation, where we envisioned the back-and-forth exchanges users might have with the voice assistant. By exploring various scenarios and responses, we aimed to create a rich, engaging dialogue that not only addressed user needs but also felt organic and friendly, ensuring a delightful interaction experience.
Next, we set out to draft possible user dialogues and responses for each utterance. This stage felt like weaving a tapestry of conversation, where we envisioned the back-and-forth exchanges users might have with the voice assistant. By exploring various scenarios and responses, we aimed to create a rich, engaging dialogue that not only addressed user needs but also felt organic and friendly, ensuring a delightful interaction experience.
Integrating Conversations into VoiceFlow
Integrating Conversations into VoiceFlow
Integrating Conversations into VoiceFlow
Integrating Conversations into VoiceFlow
The next step took us into the world of VoiceFlow, where we began integrating our carefully crafted utterances into the platform. This phase was a true learning experience as we connected the task flows with the corresponding utterances and the assistant's responses. Navigating the ins and outs of the VoiceFlow software, we discovered the nuances of turning our ideas into functional interactions. Each connection we made brought us closer to creating a seamless conversational experience.
The next step took us into the world of VoiceFlow, where we began integrating our carefully crafted utterances into the platform. This phase was a true learning experience as we connected the task flows with the corresponding utterances and the assistant's responses. Navigating the ins and outs of the VoiceFlow software, we discovered the nuances of turning our ideas into functional interactions. Each connection we made brought us closer to creating a seamless conversational experience.
The next step took us into the world of VoiceFlow, where we began integrating our carefully crafted utterances into the platform. This phase was a true learning experience as we connected the task flows with the corresponding utterances and the assistant's responses. Navigating the ins and outs of the VoiceFlow software, we discovered the nuances of turning our ideas into functional interactions. Each connection we made brought us closer to creating a seamless conversational experience.
STAGE 3
Building a Voice User Interface
Building a Voice User Interface
Building a Voice User Interface
We built a comprehensive Voice User Interface (VUI) to explore each task flow in detail, enhancing user experience.
The image shows the example of Return Process: Designed a specific VUI for the clothing return process, integrating Zara’s app information architecture with tailored utterances and agent responses.
Empathetic Language: Ensured the voice agent used empathetic language to create a friendly and supportive interaction for the return process.
Privacy Considerations: Recognised that asking for user account details could raise privacy concerns, leading us to prioritise user comfort and security in our design.
We built a comprehensive Voice User Interface (VUI) to explore each task flow in detail, enhancing user experience.
The image shows the example of Return Process: Designed a specific VUI for the clothing return process, integrating Zara’s app information architecture with tailored utterances and agent responses.
Empathetic Language: Ensured the voice agent used empathetic language to create a friendly and supportive interaction for the return process.
Privacy Considerations: Recognised that asking for user account details could raise privacy concerns, leading us to prioritise user comfort and security in our design.
We built a comprehensive Voice User Interface (VUI) to explore each task flow in detail, enhancing user experience.
The image shows the example of Return Process: Designed a specific VUI for the clothing return process, integrating Zara’s app information architecture with tailored utterances and agent responses.
Empathetic Language: Ensured the voice agent used empathetic language to create a friendly and supportive interaction for the return process.
Privacy Considerations: Recognised that asking for user account details could raise privacy concerns, leading us to prioritise user comfort and security in our design.
STAGE 4
VUI to Dialogue
VUI to Dialogue
VUI to Dialogue
STAGE 5
Designing Agent's Footprint
Designing Agent's Footprint
Designing Agent's Footprint
To bring our voice agent's personality to life, we developed wireframes and high-fidelity prototypes. This phase was all about visual storytelling—crafting designs that reflect the agent's character and tone. With each wireframe, we experimented with different visual elements and styles, carefully considering how these choices would influence user perception. As we progressed to high-fidelity prototypes, we refined the details, ensuring that every aspect aligned with our vision of a warm, engaging, and approachable voice agent. This thoughtful design process helped us create a voice assistant that users would not only find helpful but also genuinely enjoy interacting with.
To bring our voice agent's personality to life, we developed wireframes and high-fidelity prototypes. This phase was all about visual storytelling—crafting designs that reflect the agent's character and tone. With each wireframe, we experimented with different visual elements and styles, carefully considering how these choices would influence user perception. As we progressed to high-fidelity prototypes, we refined the details, ensuring that every aspect aligned with our vision of a warm, engaging, and approachable voice agent. This thoughtful design process helped us create a voice assistant that users would not only find helpful but also genuinely enjoy interacting with.
To bring our voice agent's personality to life, we developed wireframes and high-fidelity prototypes. This phase was all about visual storytelling—crafting designs that reflect the agent's character and tone. With each wireframe, we experimented with different visual elements and styles, carefully considering how these choices would influence user perception. As we progressed to high-fidelity prototypes, we refined the details, ensuring that every aspect aligned with our vision of a warm, engaging, and approachable voice agent. This thoughtful design process helped us create a voice assistant that users would not only find helpful but also genuinely enjoy interacting with.
Wireframes:
Wireframes:
Wireframes:
Wireframes:
Hi-Fidelity screens:
Hi-Fidelity screens:
Hi-Fidelity screens:
Hi-Fidelity screens:
Usability testing
Usability testing
Usability testing
We conducted usability testing with 10 participants.
Positive Feedback: 7 users enjoyed the voice assistant feature and expressed excitement about using it for a hands-free shopping experience if integrated into Zara's app.
Mixed Reactions: Some users liked the app but were occasionally dissatisfied with the agent's tone.
Iteration and Improvement: Acknowledged feedback and made several iterations to enhance the interaction process.AI
Limitations: Recognised that the AI-driven software has limitations and requires ongoing training for optimal performance.
Project Scope: Acknowledged that achieving a perfect experience was beyond the project's scope due to the eight-week timeline.
Valuable Insights: Left the testing with valuable insights to guide future improvements.
We conducted usability testing with 10 participants.
Positive Feedback: 7 users enjoyed the voice assistant feature and expressed excitement about using it for a hands-free shopping experience if integrated into Zara's app.
Mixed Reactions: Some users liked the app but were occasionally dissatisfied with the agent's tone.
Iteration and Improvement: Acknowledged feedback and made several iterations to enhance the interaction process.AI
Limitations: Recognised that the AI-driven software has limitations and requires ongoing training for optimal performance.
Project Scope: Acknowledged that achieving a perfect experience was beyond the project's scope due to the eight-week timeline.
Valuable Insights: Left the testing with valuable insights to guide future improvements.
We conducted usability testing with 10 participants.
Positive Feedback: 7 users enjoyed the voice assistant feature and expressed excitement about using it for a hands-free shopping experience if integrated into Zara's app.
Mixed Reactions: Some users liked the app but were occasionally dissatisfied with the agent's tone.
Iteration and Improvement: Acknowledged feedback and made several iterations to enhance the interaction process.AI
Limitations: Recognised that the AI-driven software has limitations and requires ongoing training for optimal performance.
Project Scope: Acknowledged that achieving a perfect experience was beyond the project's scope due to the eight-week timeline.
Valuable Insights: Left the testing with valuable insights to guide future improvements.
Quotes from Users
Quotes from Users
Quotes from Users
Quotes from Users
“I think the returning clothes process is good and complete. I like the assistant acted in a friendly tone to guide me through the process.”
“I think the returning clothes process is good and complete. I like the assistant acted in a friendly tone to guide me through the process.”
“I think the returning clothes process is good and complete. I like the assistant acted in a friendly tone to guide me through the process.”
"I think this is amazing, as an avid online shopper I would love this handsfree experience!"
"I think this is amazing, as an avid online shopper I would love this handsfree experience!"
"I think this is amazing, as an avid online shopper I would love this handsfree experience!"
“I feel like the agent is a bit rude and sarcastic when it says 'Of Course!' in the response.”
“I feel like the agent is a bit rude and sarcastic when it says 'Of Course!' in the response.”
“I feel like the agent is a bit rude and sarcastic when it says 'Of Course!' in the response.”
Reflections
Reflections
Reflections
Reflections
Navigating Challenges: Creating a voice agent for Zara presented unique challenges, including a myriad of possibilities and constraints to consider.
Defining Boundaries: As a Conversational UX (CUX) designer, establishing clear boundaries was essential. This was particularly important when designing for a dynamic clothing brand like Zara, where options are constantly evolving.
Embracing VoiceFlow: Learning the VoiceFlow software proved to be an enjoyable experience. Its user-friendly interface made it easy for us to navigate and explore the design possibilities.
Designing the Service Agent: We had a blast using VoiceFlow to create our service agent, experimenting with different interactions and dialogues to ensure a seamless user experience.This journey of development not only honed our design skills but also deepened our understanding of how to balance creativity with the practicalities of a fast-paced fashion industry.
This journey of development not only honed our design skills but also deepened our understanding of how to balance creativity with the practicalities of a fast-paced fashion industry.
Navigating Challenges: Creating a voice agent for Zara presented unique challenges, including a myriad of possibilities and constraints to consider.
Defining Boundaries: As a Conversational UX (CUX) designer, establishing clear boundaries was essential. This was particularly important when designing for a dynamic clothing brand like Zara, where options are constantly evolving.
Embracing VoiceFlow: Learning the VoiceFlow software proved to be an enjoyable experience. Its user-friendly interface made it easy for us to navigate and explore the design possibilities.
Designing the Service Agent: We had a blast using VoiceFlow to create our service agent, experimenting with different interactions and dialogues to ensure a seamless user experience.This journey of development not only honed our design skills but also deepened our understanding of how to balance creativity with the practicalities of a fast-paced fashion industry.
This journey of development not only honed our design skills but also deepened our understanding of how to balance creativity with the practicalities of a fast-paced fashion industry.
Navigating Challenges: Creating a voice agent for Zara presented unique challenges, including a myriad of possibilities and constraints to consider.
Defining Boundaries: As a Conversational UX (CUX) designer, establishing clear boundaries was essential. This was particularly important when designing for a dynamic clothing brand like Zara, where options are constantly evolving.
Embracing VoiceFlow: Learning the VoiceFlow software proved to be an enjoyable experience. Its user-friendly interface made it easy for us to navigate and explore the design possibilities.
Designing the Service Agent: We had a blast using VoiceFlow to create our service agent, experimenting with different interactions and dialogues to ensure a seamless user experience.This journey of development not only honed our design skills but also deepened our understanding of how to balance creativity with the practicalities of a fast-paced fashion industry.
This journey of development not only honed our design skills but also deepened our understanding of how to balance creativity with the practicalities of a fast-paced fashion industry.
Explore More of My Work
Explore More of My Work
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Meet Zara's Voice-Based Service Agent
Meet Zara's Voice-Based Service Agent
Email: mj.kaur2292@gmail.com
Copyright © 2024 by Manjot Kaur
Email: mj.kaur2292@gmail.com
Copyright © 2024 by Manjot Kaur
Email: mj.kaur2292@gmail.com
Copyright © 2024 by Manjot Kaur
Email: mj.kaur2292@gmail.com
Copyright © 2024 by Manjot Kaur