Boosting product discoverability with strategic design for Zepto
Increasing Zepto’s conversion metric through a sleek-new app
In today's fast-paced world, convenience is king. Zepto, an Indian quick-commerce platform, understood this perfectly when they revolutionised grocery delivery with their 10-minute promise. But speed is just one piece of the puzzle. To truly thrive, Zepto needed a user experience that was as intuitive and frictionless as their delivery system.
That's where we, Brucira, stepped in. Inspired by our successful partnerships with brands like Titan and Plum, we brought our expertise in Strategic User Experience(UX) & User Interface(UI) to contribute to the company's growth and market competitiveness.
Services we provide
User interface
By adding the UI elements like typography, illustrations and animations, we updated the interface to make Zepto’s app distinctive and memorable among its competitors.
User experience
To create meaningful and enjoyable experiences, we considered factors such as usability, accessibility, visual design, and interaction design.
Iconography and illustrations
We incorporated bright colors for our icons and illustrations to convey the feeling of freshness that is associated with groceries.
Motion design
The directional icons as well as banners were animated to make the design engaging for the users.
User research
We conducted user research to understand the problems people face and address their pain points.
Zepto was allied with Brucira for more than a year and I must say, they delivered on all of our expectations. Their communication throughout the process was excellent, and they were always willing to go the extra mile. Their attention to detail and creativity turned our vision into beautiful and functional designs and as a result we saw a significant boost in our customer facing metrics (such as conversation rate).
Kaivalya V.
Co Founder & CTO - Zepto
The
Challenges
Grocery shopping should not be mundane. The biggest challenge was to design an interface that was both engaging and delightful for the user. It had to be highly intuitive, usability aligned with a clean architecture.
We had to ensure quick discoverability of the important features. We acheived that through intentional usage of the UI elements that would make the options clear and easily accessible throughout the app, thus facilitating easy navigation.
Standing out from the crowd was a priority before we began the process, we wanted Zepto to be unique. Lastly, we had to create an IA that was flexible enough to evolve as per user needs and behavior, while also scaling to meet their business goals.
The
Requirements
We identified several key requirements to ensure that the platform meets the needs of customers and provides a delightful user experience.
Understanding customer needs was a primary focus. We also prioritized enabling customers to order faster and with higher cart value, improving discoverability of new products, enhancing user engagement, and creating a scalable and dynamic homepage.
In addition, we provided options for customers to subscribe by scheduling product delivery and communicated value perception and ETA clearly. Overall, our design approach aimed to create a platform that is scalable and adaptable to future business requirements.
The
Approach
At Brucira, we don't just design interfaces, we craft experiences. Our design process that is iterative, user-centric, and visually driven is the cornerstone of our success. Partnering with Zepto, we embarked on a collaborative journey that yielded a user experience that is functional, intuitive, delightful, and visually engaging.
Discovering the actual user problems
To design potential solutions, we spent time understanding the problems people face and addressing their pain points. Once the requirement was framed, we began to create different solutions by conducting design collaboration sessions to identify the best way.
Iterating and Testing until we’re satisfied
During the above phase, we initiated prototyping to test and refine our solutions. After a few iterations when all the feedback was incorporated in the designs, we moved on to converting the prototypes into high fidelity designs by introducing the UI elements such as typography, illustrations, animation along with other details.
Creating the final screens from the data
For user flows and navigation, we crafted a roadmap to plan and map out how users would move through the app. We defined the hierarchy and navigation structure, which enabled us to organize the content into screens based on their relative importance.
Creating the very
best experience
We incorporated modern design trends and best practices, maintained a consistent look and feel, and simplified navigation.
Improving product discoverability to increase purchases by potential users
We added a category list on the home screen for quick navigation and a product suggestion section. Additionally, we developed a dedicated category screen with clear visibility of promotions and new product launches. These features enhanced the browsing experience and improved customer engagement as well as discoverability of new products for Zepto.
Building to scale up and accommodate increasing content
To cater to the changing needs of users and businesses, we focused on creating a homepage that is both scalable and dynamic (allowing for the easy addition of new features and functionalities as required). This involved taking into account local, seasonal, and festival-related requirements to ensure that the platform stays relevant throughout the year. We also prioritized creating a seamless browsing experience, ensuring that users can easily navigate the homepage to find what they need.
A design system for consistency and reduced development time
A scalable and consistent UI was crucial for Zepto's success. Brucira created a custom design system to ensure this. The system guarantees a consistent visual language across the app, reducing user confusion and building brand recognition. For developers, it provides a library of reusable UI components and clear design guidelines, streamlining development and saving time. The Zepto design system has led to faster development cycles, reduced maintenance costs, and a future-proof foundation for a scalable and user-friendly app.
Iconography, illustrations & motion design. Grocery shopping should be fun!
We brought the app to life with delightful illustrations and strategic motion design. Vibrant colors were used for a sense of freshness, aligning with grocery shopping. We crafted the illustrations through a creative process, exploring sketches and experimenting with vectorization styles to achieve a fun, relatable, and brand-aligned aesthetic.
Motion design played a strategic role in user engagement. Subtle animations on directional icons guide users intuitively, and animated product banners keep users informed while adding joy. By seamlessly integrating these elements, we ensured the app was not only functional but also captivating, informative, and enjoyable to use.
Small changes,
Huge impacts
The before and after screens comparison shows how the app has changed both functionally and visually.
The
Impact
Our app redesign was well received by the leadership at Zepto. They commended our creative approach towards illustration, ideation and execution of iconography. We are proud to have lived up to their expectations, and our timely delivery of this project also helped them in meeting their end goals.
Providing a fresh and innovative design helped Zepto to improve its discoverability of new products, leading to increased customer engagement and revenue.
