Enhancing User Experience & Interface Design for a Leading Indian E-Commerce Platform

Industry: E-COMMERCE

Client Background

Our client, one of India’s largest managed marketplaces, is renowned for offering a wide range of products at competitive prices, supported by fast delivery and excellent customer service. More than just an e-commerce leader, the platform has empowered sm

Business Objectives

Despite rapid growth, the platform faced ongoing user concerns regarding app usability and navigation. While consumers expected a smooth and intuitive shopping experience, interface complexities often created barriers in product discovery, browsing, and checkout.

Key objectives included:

The client aimed to:

Understand user behavior throughout the app journey.
Assess the influence of product content, design layout, and features on engagement.
Create a personalized, intuitive, and visually appealing user interface.

Our Approach

Application Review

HBG^TM Insights began with a detailed review of the application, mapping its design structure, navigation flow, and feature accessibility.

Hybrid Research Design

To meet objectives effectively, we deployed a combination of qualitative and quantitative research methods.

Phase I – Qualitative Insights

We conducted in-depth interviews with stakeholders, design consultants, and technology experts to identify best practices in:

Goal-oriented and user-focused interface design.
Smooth and intuitive onboarding flow.
Clean and minimal visual design with user-friendly language.
Optimized notification strategies (rewards, offers, and achievements).
Effective feature segmentation and data visualization.

Phase II – Quantitative Insights

Primary research with end-users provided insights into:

Ease of understanding and navigating the app.
Overall likability and satisfaction with the interface.
Feature usability, icon clarity, and text readability.
System responsiveness, update delays, and notification frequency.
Pain points such as crashes, lags, and performance issues.

Geographic Coverage

The study was carried out across Delhi, Mumbai, Hyderabad, and Kolkata, ensuring diverse consumer representation and regional insights.

Key outcomes included:

The study revealed several usability gaps affecting customer satisfaction. Based on HBG^TM Insights’ recommendations, the client:

Streamlined the app by introducing value-driven features and removing redundant ones.
Improved navigation with intuitive icons, cleaner formatting, and simplified terminology.
Enhanced personalization by optimizing product display and content placement.
Reduced performance issues with faster load times and more reliable notifications.

Impact

By implementing evidence-based design improvements, the client transformed its mobile platform into a seamless, engaging, and user-first experience. Customers now benefit from smoother browsing, easier navigation, and quicker transactions. The platform successfully strengthened its reputation as a trusted e-commerce leader, attuned to the expectations of India’s evolving digital consumers.

About The Author

Partha Sarathi Sengupta Head – Analytics & Consumer Insights

Partha has 20+ years of experience delivering impactful, data-driven solutions to clients across business and consumer segments. He specializes in strategic and competitive analysis, helping clients win in complex marketplaces. Before joining HBG^TM Insights, Partha held leadership roles at AMI-Partners (APAC), IMaCS, Annik Technology, and has worked with ACNielsen, TNS, and Vodafone. He holds an M.Sc. in Statistics & Econometrics from the University of Calcutta and an MBA in Marketing from NPC-Delhi, and has been widely featured in leading publications like Business Standard, Economic Times, CXO, The Telegraph, CRN etc.

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