<div class="fusion-fullwidth fullwidth-box fusion-builder-row-8-1 fusion-flex-container has-pattern-background has-mask-background general-content-faq nonhundred-percent-fullwidth non-hundred-percent-height-scrolling" style="--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-right:0px;--awb-padding-left:15px;--awb-flex-wrap:wrap;" > <div class="fusion-layout-column fusion_builder_column fusion-builder-column-13 fusion_builder_column_1_1 1_1 fusion-flex-column" style="--awb-bg-size:cover;--awb-width-large:100%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-flex-grow-medium:0;--awb-flex-shrink-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:0;--awb-flex-shrink-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;" data-scroll-devices="small-visibility,medium-visibility,large-visibility"> Shops latest & trendy products. Looks for variety in styles. Mostly shops non-branded products which are value for money. Aditi seeks unique and exclusive fashion pieces that reflect her style preferences and enhance her wardrobe collection.

<div class="fusion-fullwidth fullwidth-box fusion-builder-row-8-2 fusion-flex-container has-pattern-background has-mask-background general-content-faq nonhundred-percent-fullwidth non-hundred-percent-height-scrolling" style="--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-right:0px;--awb-padding-left:15px;--awb-flex-wrap:wrap;" > <div class="fusion-layout-column fusion_builder_column fusion-builder-column-14 fusion_builder_column_1_1 1_1 fusion-flex-column" style="--awb-bg-size:cover;--awb-width-large:100%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-flex-grow-medium:0;--awb-flex-shrink-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:0;--awb-flex-shrink-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;" data-scroll-devices="small-visibility,medium-visibility,large-visibility"> Loves to shop for branded Fashion. He is a frequent and high value shopper who is conscious of quality and service. Shops across 2-3 categories. He also shops during events seeking good discounts on brands. He is an evolved shopper.

<div class="fusion-fullwidth fullwidth-box fusion-builder-row-8-3 fusion-flex-container has-pattern-background has-mask-background general-content-faq nonhundred-percent-fullwidth non-hundred-percent-height-scrolling" style="--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-right:0px;--awb-padding-left:15px;--awb-flex-wrap:wrap;" > <div class="fusion-layout-column fusion_builder_column fusion-builder-column-15 fusion_builder_column_1_1 1_1 fusion-flex-column" style="--awb-bg-size:cover;--awb-width-large:100%;--awb-flex-grow:0;--awb-flex-shrink:0;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-flex-grow-medium:0;--awb-flex-shrink-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-flex-grow-small:0;--awb-flex-shrink-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;" data-scroll-devices="small-visibility,medium-visibility,large-visibility"> Very low spends @Flipkart Fashion. He is heavily non branded and high discounted customer who doesn’t wait for events to shop. He looks for deals and variety of selection across 2-3 categories.

Flipkart Fashion UX UI

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

Design Process

Empathise

23M+ customers analyzed and segmented
5000+ shoppers interviewed in FGDs
100+ delivery visits and 1:1 connects

Define

Identified main consumer cohorts
Defined pain points and behaviors
UX strategy: hygiene fixes, short-term solves, long-term features

Ideate

Considered new app, shopping assistant, voice journey etc.
New merchandising strategy and visual guidelines
App-in-app experience positioning strategy

Prototype

New nav versions
Fashion HP, 40 CLPs and brand stores
New Search & browse features
Product page redesign

Test

Rigorous A/B testing for new UX
Focus on visual appeal, efficiency, relevance
Seamless journeys

User Research

Cohorts Emerged

Trendy

Seeks Inspiration
Latest trends
Variety in styles
Across all tiers

Branded

Seeks latest trends
Brand shoppers
Authenticity is key
Metro & Tier 1

Deal Seeker

Event shopper
Value for money
Multi category
Tier 2 and 3

User Personas

NAME: Aditi
AGE: 26
FAMILY: Single
LOCATION: Bangalore
OCCUPATION: HR

Goalslabelsmarkedev2025-06-28T16:15:03+00:00

Goals

Shops latest & trendy products. Looks for variety in styles. Mostly shops non-branded products which are value for money.
Aditi seeks unique and exclusive fashion pieces that reflect her style preferences and enhance her wardrobe collection.

NAME: Angad
AGE: 30
FAMILY: Young Family
LOCATION: Ghaziabad
OCCUPATION: Sales Manager

Goalslabelsmarkedev2025-06-28T16:22:17+00:00

Goals

Loves to shop for branded Fashion. He is a frequent and high value shopper who is conscious of quality and service. Shops across 2-3 categories. He also shops during events seeking good discounts on brands. He is an evolved shopper.

cheerful pharmacist chemist woman standing in pharmacy drugstore

NAME: Gaurav
AGE: 35
FAMILY: Married, 2 Kids
LOCATION: Kanpur
OCCUPATION: Pharmacist

Goalslabelsmarkedev2025-06-28T16:23:28+00:00

Goals

Very low spends @Flipkart Fashion. He is heavily non branded and high discounted customer who doesn’t wait for events to shop. He looks for deals and variety of selection across 2-3 categories.

Pain Points

Discovery

“Bahut purana hai. Nobody wears and likes this. Ye walaa fashion class 10th mein jab thi tab ka hai.”

– Online Buyer, Jaipur

Relevance

“Problem with FK is, more of electronics is flashing on the Home Page rather than branded dresses and fashion products being showcased on Flipkart”

– Online Buyer, Mumbai

Decision Making

“When they give a very big discount, I fear that the watch might be fake or a first copy”

– Offline Buyer, Metro

Competitive Audit

Flipkart’s brand is predominantly associated with affordability and discounts, lacking a distinctive edge in the fashion
category to establish a unique position.

Key Pillars of UX Strategy

Launch Flipkart fashion as a trendy and affordable destination for fashion

Trendy Selection

Design ecosystem
Seasonal forecast
New Visual Merch
Content strategy

Relevant Discovery

Targeting and Personalisation
Curated Collection
Topical content
Contextual recs

Quick Shortlisting

Smart filters
Affinity and intent
Tap colour options
Popular filters

Easy Decision

Trust Builders
Improve Imagery
Videos in catalog
Size and fit

Case Study 1

Re-thinking Merch & Navigation

Learn More

Case Study 2

Re-thinking Search, Browse & Catalog UX

Learn More

Flipkart Fashion UX UI

Flipkart Fashion UX UI

Project Overview

The Problem

The Goal

Design Process

Empathise

Define

Ideate

Prototype

Test

User Research

Cohorts Emerged

Trendy

Branded

Deal Seeker

User Personas

Goals

Goals

Goals

Pain Points

Discovery

Relevance

Decision Making

Competitive Audit

Key Pillars of UX Strategy

Trendy Selection

Relevant Discovery

Quick Shortlisting

Easy Decision

Case Study 1

Re-thinking Merch & Navigation

Case Study 2

Re-thinking Search, Browse & Catalog UX

© 2025 Labels Marketing | All Rights Reserved