Flipkart redesigns its app interface with a focus on groceries

Walmart-owned Flipkart has redesigned its app interface in an effort to make  the user experience more intuitive and simple to navigate. As the ecommerce company expands the availability of its grocery delivery features to over 1,800 cities, it has placed a “Grocery” tab at the top left of the app when users open it.

Apart from the addition of the Grocery tab, Flipkart has also removed all the buttons on the top bar, including the “hamburger menu” (three vertical bars), notification button and cart button. These buttons have been shifted to the bottom of the screen, where they will remain more accessible for users to hit with their thumb.

Flipkart is very excited about grocery. Grocery is a very powerful category. Your purchase frequency is higher. The number of times you visit and purchase is very different. This is something that we are thrilled and excited about, said Bharat Ram, Vice-President, User Activation and Retention at Flipkart, during an online press conference.

The search bar retains its position right below the top bar. Under the search bar, there is a new “discovery menu” which has icons for top offers, Super Coins, Stores, Flipkart Feeds, and other features. The bottom bar now has the icons for “Home”, notifications and the user’s cart.

With millions of first-time internet users exploring e-commerce from not just from metros but from tier 2 and tier 3 cities, it was imperative to create a user experience that caters to the diverse needs of the users,  said a press statement from the ecommerce company. The redesign is aimed at making the experience of navigating between different categories of products and services more intuitive for these new customers.

According to Ram, the new design was deployed after it was proven to be successful during the company’s A/B testing, where they learn that the usage of the bottom bar increased by almost five times due to the new functionality embedded in it. Ram also told indianexpress.com that the new Grocery tab will only be visible for users living in geographies where the service is currently available:

   Flipkart's new app design takes it from India to Bharat:

Flipkart

 has given a complete redesign to its mobile app, making the leap from India to Bharat:  The Walmart-owned company aims to address the needs of Bharat with the new update. As part of the redesign, shopping categories on the Homepage get a new place and navigation. "With millions of first-time internet users exploring e-commerce from not just from metros but from tier 2 and tier 3 cities, it was imperative to create a user experience that caters to the diverse needs of the users," said the company in a statement:

    The revamp introduces design changes that the company says will enable seamless navigation between various categories of products and services, and make the Flipkart mobile app experience intuitive for its customers. The design changes are said to be based on the user design principles around uniformity, predictability, ease of use and building a people-first app design:

   Flipkart has given special importance to Grocery category in the redesign. The updated app has a separate and more visible tab for Grocery shopping. Flipkart says that this has been done to help new customers who are exploring Grocery shopping online for the first time. The e-mailer has expanded availability of groceries across 1,800 cities in the country.