JioMart Ecommerce app

JioMart
Ecommerce app

An ecommerce web and mobile app with 30 million users and 1000+ sellers, was part of the team which took a grocery only app to an app that sells fashion, electronics and lifestyle products.

My Role

Led end-to-end design revamp of the homepage ,checkout flow and customer support

Collaborated closely with product, engineering, marketing, and legal teams

Functional on the surface

but was loosing users trust

lacked flows to drive decision-making

, with friction in every key interaction.

Empathizing with the user

Understanding shopping behaviours of users helped us with finding the patterns of journey drop offs

While 69% of users said that checkout is an easy to understand flow, the analytics showed 72% of users leaving their cart. Adding delight and engagement could be the way to go so we probed on the competitors

Eventually, there will be more brands and there will be more confusions, So I usually stick with one and amazon remembers and it makes the process easy

More I shop from Flipkart, there is more redemption, we get Sony Live membership for free, vouchers of Dominos, Pizza Hut and all, that is a good experience

More I shop from Flipkart, there is more redemption, we get Sony Live membership for free, vouchers of Dominos, Pizza Hut and all, that is a good experience

More I shop from Flipkart, there is more redemption, we get Sony Live membership for free, vouchers of Dominos, Pizza Hut and all, that is a good experience

I don’s trust the JioMart’s delivery, I cannot see/ track anything. I only buy things which I don’t need urgently because there prices are really good.

What were the actionable gaps

72% of our users abandon their purchase after adding items to their cart.

Particularly for groceries, users didn’t see est delivery times at checkout - a key conversion factor.

No visibility of coupons, leading to missed savings or lack of delight. No help available in case of confusion on the coupon.

Overwhelming when cart contains 20+ items

Final design

Homepage redesign strategy

Personalisation

Offers and suggestions based on last search or purchase history is something that is the set market standard. Leveraging user behaviour/Zipcode early deliveries info can help make instant decisions

Personalisation

Offers and suggestions based on last search or purchase history is something that is the set market standard. Leveraging user behaviour/Zipcode early deliveries info can help make instant decisions

Personalisation

Offers and suggestions based on last search or purchase history is something that is the set market standard. Leveraging user behaviour/Zipcode early deliveries info can help make instant decisions

Collaborating with Marketing

User Attention Span: Decreases on downward spiral, so limited scroll works better. Templatise cards and widgets to create faster variations of homepage with marketing team

Collaborating with Marketing

User Attention Span: Decreases on downward spiral, so limited scroll works better. Templatise cards and widgets to create faster variations of homepage with marketing team

Collaborating with Marketing

User Attention Span: Decreases on downward spiral, so limited scroll works better. Templatise cards and widgets to create faster variations of homepage with marketing team

Easy Categorisation

Reimagined the category page and followed accessibility standards to ease the confusion of the first time shoppers

Easy Categorisation

Reimagined the category page and followed accessibility standards to ease the confusion of the first time shoppers

Easy Categorisation

Reimagined the category page and followed accessibility standards to ease the confusion of the first time shoppers

Books &

Stationery

Books &

Stationery

Fruits & Vegetables

Fresh fruits

Fresh vegetables

Herbs & seasoning

Exotic fruits & vegetables

Fresh flowers

Dairy & Bakery

Staples

Snacks &

Branded Food

Snacks &

Branded Food

Home Care

Personal Care

Grocery

Premium

Fruits

Premium

Fruits

Home &

Kitchen

Home &

Kitchen

Fashion

Electronics

Beauty

Jewellery

Home

Improvement

Home

Improvement

Sports

Toys

Luggage

Crafts of India

Books &

Stationery

Books &

Stationery

Music

Furniture

Home

View Presentation

Final Designs

Cart Page

Clear focus and prominence on primary CTA to improve conversion

Payment Bifurcation Nudge: Users can click the chevron next to the payment amount to view the bifurcation in a pop-up.
Moved away from the grey Save for Later CTA that appeared disabled state to a more prominent one with consistent UI.
Product Details: Cart now shows size, color, seller, and available services for products, aiding decision-making.
All other CTAs are secondary to avoid confusion in the mind of customers: Secondary CTAs are now clearly distinguishable from the primary action, reducing user confusion..

Clear focus and prominence on primary CTA to improve conversion

Payment Bifurcation Nudge: Users can click the chevron next to the payment amount to view the bifurcation in a pop-up.
Moved away from the grey Save for Later CTA that appeared disabled state to a more prominent one with consistent UI.
Product Details: Cart now shows size, color, seller, and available services for products, aiding decision-making.
All other CTAs are secondary to avoid confusion in the mind of customers: Secondary CTAs are now clearly distinguishable from the primary action, reducing user confusion..

Final Designs

Order Review

Clear focus and prominence on primary CTA to improve conversion

Payment Bifurcation Nudge: Users can click the chevron next to the payment amount to view the bifurcation in a pop-up.
Moved away from the grey Save for Later CTA that appeared disabled state to a more prominent one with consistent UI.
Product Details: Cart now shows size, color, seller, and available services for products, aiding decision-making.
All other CTAs are secondary to avoid confusion in the mind of customers: Secondary CTAs are now clearly distinguishable from the primary action, reducing user confusion..

Clear focus and prominence on primary CTA to improve conversion

Payment Bifurcation Nudge: Users can click the chevron next to the payment amount to view the bifurcation in a pop-up.
Moved away from the grey Save for Later CTA that appeared disabled state to a more prominent one with consistent UI.
Product Details: Cart now shows size, color, seller, and available services for products, aiding decision-making.
All other CTAs are secondary to avoid confusion in the mind of customers: Secondary CTAs are now clearly distinguishable from the primary action, reducing user confusion..

Final Designs

Payment page

Reduce Scroll Length: The payment page is too long, requiring excessive scrolling. Collapsing primary and secondary info.

Make Payable Amount & breakdown Always Visible ensuring users don’t have to scroll to the bottom to review the total.
Cleaner, Consistent UI: Address inconsistencies in spacing, icon sizes, and font styles across the page to reduce visual noise and improve clarity.
All previously used payment methods and redemption options are displayed upfront, all UPI, Wallets and banks payments - making them more organized and convenient for the user.

Final Designs

Customer support

Get all queries resolved in one place

Get help by category-specific issues (e.g., Refunds, Wallet Cashback, Return/Exchange, BXGY.)
Selection of specific items to raise tickets
View suggestions based on their cart or past orders

Key Performance Metrics

Outcome: Measuring Success

-11%

Redirection Time

20.54%

Conversion Rate

8.15%

Increase in Order

20.61%

Return user

Insight

Change led impact

Increased Basket Size: With personalized upselling and a clearer product presentation, users added more items to their cart.
Higher Conversion Rate: The smoother, more intuitive checkout process resulted in fewer abandoned carts.
Improved Customer Satisfaction: Feedback from users, showed that the redesigned checkout was both efficient and emotionally engaging.