My Design insight of “Flipkart” web
A few days back while browsing on the Flipkart site I noticed some design principle issue which is not expected by such a giant e-commerce brand. In this article, I have shared my observations based on my knowledge of user experience. I might be wrong or there could be other aspects (like research, user testing, etc.) to it which I’m not aware of.
Design Principle: “CONSISTENCY” The most known & fragile design principle!
Consistency is one of the molecules of the design DNA. Consistent design is intuitive design. It is highly useful and with a butterfly effect making world a better place.
My observations about Flipkart is around this “Consistency Principle”. Here I’d like to walk you through two buying scenarios to explain my observation.
First Scenario: Non-Logged-In User
Now we’ll check the functionality of these CTAs in sequence.
A. Click on Wishlist
B. Click on Add to Cart
C. Click on Buy Now
Second Scenario: Logged-in User
Now we’ll check the functionality of these CTSs in sequence.
A. Click on Wishlist
B. Click on Buy
My observations after user Logged-in
- Removed one function: Non-Log-in user: A. Wishlist B. Add to Cart C. Buy Now. Log-in user: A. Wishlist C. Buy
2. Relocate CTA’s
3. CTA Title & Icon change
4. Misleading language/Function
In point one, I’ve mentioned that Flipkart should remove the “Add to Cart” function after log-in. But here is the twist as they have actually just renamed it to “BUY” with “Cart Icon” & relocated this function. They have actually removed the “Quick Buy” functionality after login. So in the current Flipkart site, there is no “Quick Buy” function available to the user. He has to buy the product through the cart itself.
For more clarity, below I have also compared Flipkart to its competitors like Snapdeal, Amazon & Myntra.
As you see all of these sites (Snapdeal/Amazon/Myntra) have the same functions for both users “Log-in” or “non-Log-in” which is come under design Consistency.
I would like to hear your thoughts, please share your comments it will help me to learn more.
All screenshots captured on 16th Nov 2017.
Thanks.
Update on this post
A few days back I visited Flipkart to buy something (I’m not a frequent user) & got to know Flipkart has changed his PDP page Interaction. They updated Flipkart PDP page interaction to maintain consistency as I mentioned in my article (I’m not claiming they did this change because of my article). Now you will see the same action at the same place before & After Login.
Before Login screenshot
After Login screenshot
Updated screenshots were taken on 25th May 2018.
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