Flipkart Supermart
A new category for household groceries within our apps
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Broad Goal:
Build a habitual grocery shopping experience for Indian families to stock-up their pantry every month
Rethinking our complete shopping experience for a new grocery category
Problem #1: Basket building
We identified our target segment as urban professional families with a core need to save on monthly stock-ups. Hence, building habit forming loops to boost orders per customer and average order value for sustainable unit economics was a huge focus in our MVP.
Recommendations were also an important lever in our experience since most of our studies pointed at impulse buying behaviour during grocery shopping. In order to have a healthy order value, we created various “Recommendation triggers” across the funnel.
These triggers were built with strong guidelines around relevance, context and non-intrusive layouts patterns.
Problem #2 — Seamless within our core experience
Since grocery was a unique experience within our apps, it needed to coexist with our other core e-commerce flows. One of them was checkout and order management. Hence, we needed a lightweight basket view which extended our design language to showcase marketplace products (like mobiles) in cart.
We achieved this easily by extending our design system to showcase a scrollable set of images instead of a single image for a basket. This design helped us ship a coherent basket experience in our Cart, Checkout and Order management/tracking flows.
Impact
- Designed an aisle-like browse experience for customers to quickly add items and move onto the more categories.
- Restock flows, Savings milestones & wallet credits are at the core of the experience
- Baked new concepts like ‘Basket’ and ‘Slotted delivery’ within our current core e-commerce checkout flow.
- Launched in Bangalore for a subset of our users to experiment with and fine-tune this experience with a huge uptick in units per order.
