Product Detail Information Architecture Redesign
The aim of the project was to Re-Imagine Flipkart's Product Page to serve User and Business needs on Mobile apps.
This would improve the seller's experience and discovery, providing users with access to options with ease. Research carried out through questionnaires and interviews point to the fact that most
users fail to identify Flipkart as a marketplace.
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Further to meetings and triangulation of interview data,
it was decided that the following goals and success metrics were to be achieved.
Success Metrics
Increase product page views by 4% per quarter and simultaneously improve user engagement
Increase success of internal seller ranking system by 25% which preselects a suitable seller for the user based on various parameters
Incorporate pin code detection, IMEI identification and social share features to enhance user engagement
PRODUCT PAGE VIEWS
CONTEXTUAL MOBILE EXPERIENCE
SELLER SELECTION
RECOMMENDATION MODULE
Increase recommended product clicks by 5%
User Study Insights
After the goals and success metrics were defined a need arose to identify information that users seek during various phases of the user journey. To facilitate this, a quantitative survey of 30 participants was carried out.
The data from this survey would identify the information that is most desired by users, to be displayed at the appropriate stage of the purchase process​
Old vs New Information Architecture
Old IA
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The product swatches, delivery, offers and price depend on the seller selected. The seller in turn depends on the pin code entered by the user. This transmission of information does not happen clearly to the user.
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The product information and specs are positioned at the very bottom of the page which is a key part of "Selection" as per the survey conducted. This key information is not easily accessible.
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New IA
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Users first enter their pin code depending on which various product swatches are displayed
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Once the user proceeds, the most suitable seller is automatically chosen as per Flipkart's seller ranking system
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Static product information and reviews and ratings are kept on an equal hierarchy to the sellers
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Outlined boxes are actions and solid boxes are static information.
New IA
Old IA
Pin code scenarios
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No pin code entered
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Pin code fetched/entered
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Non-serviceable pin code
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New Design | Second fold
Seller card
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Seller name, ratings
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Price break up,
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Delivery options (Fastest is shown upfront)
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Flipkart Advantage badge
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Offers, return policy, exchange policy and other services available
Post - launch metrics
The above changes were rolled out to 25% of the mobile app users in two phases as PPv3.1 and PPv3.2.
PPv2 column corresponds to the old design data. Following is the post roll out data over a quarter.
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Product page views increased by 5%
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Buy Now and Add to cart actions from the Product Page were increased by around 3 % which was aimed at 4%.
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"Add to Wishlist" secondary action clicks were increased by 2%.
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10% more clicks were reported from the 'Recommended product' module.
