Introduction
bigbasket is India’s leading and one of the first online grocery delivery app with millions of customers across 50+ cities. I worked on various features and led different areas of design within B2C app. Projects like "Growth Key Improvements" and "Reducing Rage Taps" were highlight of my time at bb. Growth Key improvements ran for around a year and we were able to improve repeat purchase experience, reduce order cancellations and increase avg. basket value by 10%.
Product Designer
2021-2023
B2C, E-commerce, Quick commerce
iOS, Android, PWA Mobile Design
UX, UI, UX Research, A/B Testing, Product Thinking
Project 1
📍 Redesigning bigbasket's 'Add Address' journey
👉 Context
For a new user on an e-commerce app, if the first order gets delivered to a wrong address - it ruins the entire ordering experience.
For bigbasket, accurate delivery location is the single most important piece of information for user experience and business and this should be reflected in the app user experience.
How might we make the experience of adding addresses easier and faster for the new users on bigbasket app while ordering for the first time?
👉 Outcome
✔️ The time of adding a new address from 3.5 mins to <1 min.
✔️ ~7% reduction in drop-off rates of new visitors at this stage.
✔️ ~80% of new visitors successfully added new addresses
✔️ Estimated new visitor conversion rate is +15%.
Project 2
🛒 Handling 'Out of stock' scenario on bigbasket
👉 Context
For any e-commerce platform, a product going out of stock from users’ baskets is a common scenario that cannot be avoided.
Even for a large grocery company like bigbasket, with thousands of unique products (SKUs), this situation often occurs. In UX terms - at times like these, users need careful “grievance handling” as this would clearly not be a happy situation for anyone.
How might we craft a helpful experience without breaking the shopping flow of users for when a product goes out of stock from users’ baskets?
👉 Outcome
💎 The new approach was more indulging and drop-offs were low.
💎 It enabled users to easily shop for alternatives when items were unavailable.
💎 Increase in overall contribution to basket(ATB) from this page.
💎 Transparency to users and decreased cognitive load.
