Project Overview
India’s internet penetration soared from 14% in 2014 to 52% in 2024, presenting a significant growth opportunity for softline categories, which previously contributed just 5% to our GMV. With strategic scaling, we aimed to extend online shopping benefits to 200 million more customers, becoming the top destination for fashion shoppers.
My Role
Category UX Head
Type
End-to-end Mobile App
Collaborators
- Product Managers
- Business & Analytics Heads
- Tech Partners
- Marketing Leads
- Catalog Leads
The Problem
- Platform designed for spec-heavy electronics and mobile categories – not so browse friendly
- Not enough understanding of nuanced user affinities
- Singular perception around mobiles and discounts
The Goal
- Build Flipkart as a trendy, affordable and preferred fashion shopping destination for Indian consumer
- Redesign end-to-end user experience for Fashion on FK
- Enable ‘Trendy’ positioning and perception
Project Introduction
India’s internet penetration soared from 14% in 2014 to 52% in 2024, presenting a significant growth opportunity for softline categories, which previously contributed just 5% to our GMV. With strategic scaling, we aimed to extend online shopping benefits to 200 million more customers, becoming the top destination for fashion shoppers.
Information Architecture
Lofi Wireframes
Lofi Wireframes
Creative Explorations
Category Landing Pages
We played around with different widgets to explore how we can create engagement along the length of the page down to the last scroll while ensuring discovery of relevant selection. Created frequently refreshable sections for popular consumer triggers like trends, celeb style, offers, themes and collections.
VM Explorations: Trendy Cohort
Campaign Launch
Seasonal Refresh
Category offerings
Mix & Match
VM Explorations: Brand Cohort
Seasonal Refresh
Brand New Arrivals
Brand Collections
Listicles
VM Explorations: Deal Seeker Cohort
Easy Navigation
Combo Deals
Looks Under A Budget
Merch Targeting Framework for Cohorts
Final Output
Trendy Cohort
Visual Navs with season context. Balance diversity and relevance. Focus on fresh imagery to capture seasonality and land trend callouts. Flexible colour scheme to reflect season’s palette. Multi-widget pagination for and immersive experience across the length of the page.
Brand Cohort
Maintain visual freshness and homogeneity while highlighting deals and offers on a vast selection. Bring verticals and offers upfront. Pack in maximum deals in the first scroll itself. Focus on keeping the colours seasonal and imagery refreshed.
Deal Seeker
Maintain visual freshness and homogeneity while highlighting deals and offers on a vast selection. Bring verticals and offers upfront. Pack in maximum deals in the first scroll itself. Focus on keeping the colours seasonal and imagery refreshed.
Sale Experience
Usability Testings
Key Sightings
- FK perception over-indexed on Electronics
- Need for trendy, standout fashion
- Uninspiring textual nav & irrelevant results
Key Solves
- Switched from icons to trendy imagery
- Targeted cohorts based merchandising
- Weekly refreshed landing pages
Old Nav
New Nav
Fashion HP
Impact
