
Redesigning the Grocery Shopping Experience for the Next 100 Million+ Users
Overview
01
Keywords
Product Design, E-Commerce, Grocery, Gamification, Retention, Information Architecture, Navigation
Design Timeline
Sep 2021 - May 2022
Highlights
Recognized in renowned news websites 🔥: LiveMint, The Hard Copy, Indian Express, Economic Times, and more!
Team Members
CPO(Grocery), a Product Manager, and 2 User Researchers
My Role
Lead Designer: Project Proposal, Wireframing, Visual Design, Prototyping, Micro-Animations, and Hand-off
Project Summary
02
Objective
How might we enable users to build a Grocery cart efficiently and stay engaged throughout the process?
For Whom?
Value-conscious Flipkart Grocery users from small towns in India.
Final Outcome
Grocery tabbed entry point, bottom navigation to enable cart building, and a gamified offer-unlocking experience to motivate cart building.




Impact
32% ↑
New users from introducing Grocery tab entry point.
24% ↑
Cart builds from introducing a new bottom navigation.
1.4% ↑
Increase in GMV solely from gamified offer strip.
Project Recognized by Renowned News Platforms

Context
03
Do you shop for onions the same way you shop for a pair of jeans?
People shop for Different Kinds of Products Differently
Shops in the real world cater to these differences. Clothing stores offer mirrors for trying on items, while electronics stores don’t.


Flipkart, India's Largest E-Commerce Platform with
150 Million+ Active users
Flipkart is a super-app like Walmart that offers everything from groceries to airline tickets.
Need for Category-Specific Shopping Experiences in Multi-Category i.e., 'Super Apps'
Like other super apps, Flipkart faces the challenge of delivering tailored shopping experiences for each category while maintaining consistency.

Flipkart Journey for Fashion
-
Shopping occurs once every other month
-
Shoppers, on average, buy 2 items
-
Items sold by sellers = Cart items shipped separately
Flipkart Grocery Journey
-
A recurring need 1-3 times per month
-
Shoppers, on average, buy 14 items
-
Items are sold by Flipkart = cart items shipped together

Grocery's Target User
The Value Hunter
" I like to compare prices and offers. I always use the app that I feel gives me the best overall value. "
What is the problem?
It takes 4 sessions for users to build a Grocery cart, turning a routine task into a tedious process and reducing confidence in their choices.
How Does this Affect the Business?
Flipkart needed to respond quickly to growing Grocery demand to secure and expand its market share in a crowded market.

Research Insights
04
Key Pain Points and Opportunities basis Usability & Data Analytics


Hidden entry point to Grocery

Strained product discovery and forward navigation.

Low incentive to build a big cart - add all needed items & more.
How Might We
create a shopping experience tailored to grocery shopping, enabling users to quickly discover the most suitable items?
Ideation
05
Design Sprints to Ideate on Pain-Points
Grouping high-level ideas and prioritizing features using 'RICE' scoring.




Flipkart homepage with an intuitive Grocery entry point


New navigation within Grocery


Gamified offer unlocking experience with an ‘offer strip’.
Attack Plan

Iteration
06
Mapping Information Architecture

Evaluating Entry Points for Grocery


Scalable for future use cases.

Flipkart and Grocery have separate carts, making this hierarchy incorrect.

Users intending to shop for Grocery first see Flipkart search instead of Grocery.


Users are clearly guided to select based on their intent: Flipkart or Grocery.

Prominence draws Flipkart users who are new to Grocery.

Not as scalable to accommodate new marketplaces in the future.
Evaluating L0 Node Philosophy for Grocery Bottom Navigation
Given that each option came with distinct advantages and challenges—and after much internal debate—we decided the best approach was to observe real user behavior in navigating the app.


Caters to current user habits of majority of users making the experience intuitive.


Organized layout makes it easy for users to locate features intuitively in the future.
Gamified Offer Unlocking Strip Interaction
The gamified offer strip needed to motivate users without disrupting their shopping flow or creating unrealistic expectations about the unlocked offers. The design also had to support unlocking various types of rewards, such as free delivery, basket discounts, and freebies.

Usability Testing
07
Unique Usability Testing Using an Engineered App Build
90 Min Sessions with 16 Users Across India
This significant navigation change required thorough validation, so I collaborated with engineers to develop an app build for testing. A Figma prototype would have been too limited to accurately capture user engagement.


Most users couldn't comprehend the 'Smart List' node and were unsure of how its working.

Although users found ‘Offers’ valuable, it appeared too similar to the content in ‘Home.'

The 'G' icon wasn't co-related to 'Grocery'.


Most users missed the offer strip, and those who didn't only did it when it was nearly full.
Final Designs
07
Kickstart Shopping with Intent-Based Entry Points

Effortless Shopping with a Grocery Specific Bottom Navigation
Our users prefer to shop from a mix of Search, category trees, and merchandising banners, which the new navigation enables. A bottom navigation is a familiar pattern that allows for easy task switching, enabling users to complete main tasks quickly.




Effortlessly Move Between Inside Pages to Keep the Journey Moving Forward

Dynamic Offer Strip: Unlock Rewards as You Shop
As users add items, the progress bar fills, showing how close they are to the next reward. Upon reaching the threshold, a confetti celebration appears, and the golden strip lights up, prominently.

Confetti Celebration

Expanded Strip with Milestones

Delight element to enhance savings realization

Threshold to next offer

Savings Strip to Realize Incentives Received on Shopping with Flipkart Grocery
Impact
08
Impact
32% ↑
New users from introducing Grocery tab entry point.
24% ↑
Cart builds from introducing a new bottom navigation.
1.4% ↑
Increase in GMV solely from gamified offer strip.