JioMart · Checkout · DS 2.0

Streamlining checkout from cart to payment

Rebuilding JioMart's cart, address, payment, and confirmation into a faster, clearer, more rewarding flow — the one screen every customer touches, but nobody had optimized.

View presentation

+20.5% Conversion rate

My Role

Design Lead — Checkout
Jio central design team

Timeline

Aug 2023 – Oct 2023
During DS 2.0 rollout

Flows

Cart · Address · Payment
Order tracking · Coupons

Headline impact

Conversion +20.54%
New users +29%

· The work

How the checkout evolved — from the original app, to the first DS 2.0 release, to what's live today.

· At a glance

01Context

Checkout for millions

As part of Jio's central design team, my first assignment was the cart and checkout flow — used by every JioMart customer, rarely optimized.

02Problem

Quietly leaking users

Hidden actions, confusing coupon logic, a cluttered payment page, and cart friction meant high drop-offs and abandoned carts.

03Solution

Faster, clearer, rewarding

Focused CTAs, automatic best-coupon, color-coded pricing, live order tracking, a cleaner payment page, and a dedicated coupon store.

04Outcome

Fewer drop-offs

Ecommerce conversion up 20.54%, new users up 29%, returning users up 20.61%, and orders up 8.15%.

→ Impact

+20.5%

Ecommerce conversion rate after the redesign

+29%

New users across the checkout journey

+20.6%

Returning users coming back to buy

01 Context

Checkout is the "exit door" of every shopping trip.

Shopping is a daily ritual, but the moment of purchase is where users either complete or abandon. JioMart was scaling fast, and the DS 2.0 rollout was the chance to reimagine the checkout — cart, address, payment, order review, and confirmation — for a flow every customer uses but that had never been truly optimized.

Checkout flows redesigned

Competitors benchmarked

Layers of user goals mapped

DS 2.0

Design system rollout

02 Problem

Functional on the surface, friction underneath.

User interviews, heuristic evaluation, and emotional journey mapping revealed where the flow fell apart — across cart, payment, and the mindset of the shopper.

Cart discoverability

Buried in the top-right corner — hard to reach on mobile, with no clear way to clear or group items.

No delivery clarity

Grocery buyers couldn't see estimated delivery times at checkout — a key conversion factor.

Clunky coupons

Users couldn't easily find or apply coupons, leading to missed savings and visible friction.

Long address form

Unnecessary fields, no reason given for the phone number, and missing delivery estimates hurt trust.

Cluttered payment

Excessive scrolling, a hidden payable amount, and inconsistent UI made the final step feel heavy.

…and it felt flat

No reward-like nudges or dopamine triggers — checkout felt like a chore, not a continuation of shopping.

· Research & process

Grounded in real behavior, not assumptions.

Before touching a single screen, I benchmarked the best e-commerce flows, mapped the shopper's emotional journey, and audited the existing experience against usability heuristics — so every decision traced back to evidence.

Original JioMart checkout flow: cart, order review, payment, loading, thank you, and confirmation screens — Original flow

The approach: competitive benchmarking and journey analysis feeding emotional journey mapping and defining the ideal journey — The approach

Competitive benchmarking of checkout across Amazon, Flipkart, BigBasket, Zepto, Meesho, Tata Cliq and JioMart — Benchmarking

Emotional journey map of a JioMart grocery buyer from awareness to post-purchase — Journey map

Heuristic evaluation sample with severity and ease-of-fix ratings — Heuristic audit

03 Solution & decisions

A checkout that feels like a journey, not a chore.

Grounded in empathy, market sense, and system constraints — we fixed what was broken and upgraded what mattered, aligning everything to Jio's DS 2.0 and to how people actually decide.

1 · Coupon Store

Savings, discoverable early

A dedicated coupon & offer zone: browse all active coupons, shop category-specific offers, filter and apply directly without waiting for checkout, and see personalized suggestions.

Decision: move savings to the start of the journey, not the end.

2 · Cart Page

A cart that helps you decide

Gave the primary CTA clear prominence, added a payment bifurcation nudge, made "Save for Later" a proper action, and surfaced product details (size, colour, seller). Automatic best-coupon and a colour-coded payment breakdown make savings obvious.

Decision: one clear primary action; everything else secondary.

3 · Add / Edit Address

Simpler, map-based address

Simplified the map-based add/edit flow, removed dated grey patches, surfaced all key fields in the first viewport, and added drag-to-select location with auto-fill.

Decision: let the map do the typing.

4 · Payment Page

Payable amount, always in view

Cut scroll length, kept the payable amount and breakdown always visible, cleaned up spacing and icons, and surfaced all UPI, wallet, and bank methods upfront.

Decision: never make a user scroll to find what they owe.

5 · Order Success

Close the loop with delight

Clear savings callout on the placed order, ordered-item images with quick access to My Orders, a "Continue shopping" primary CTA, status-based colors, and a "Rate Your Experience" prompt.

Decision: end on a reward, then loop back to browsing.

6 · Order Tracking · Where is my order

Calming the post-order panic

The old tracking screen was just a static status list — no live location, no way to reach the delivery partner, no help, no feedback. That uncertainty was the biggest source of post-purchase anxiety. The redesign adds live map tracking with real-time ETA and delivery OTP, a one-tap call to the delivery partner, the items in the order, and quick access to help — connecting the order to real life, with room for feedback and upsell along the way.

Decision: turn the anxious wait into a reassuring, connected experience.

Order tracking before — static status list, no live tracking — Before

Order tracking after — live map, ETA, delivery OTP, call partner and help — After

7 · Help & Support

Help that actually helps

Replaced generic FAQs with a centralized, action-oriented help hub — quick-access links, decluttered UI, visible chat/call/email CTAs, and a guided chatbot for faster resolution.

Result: a 36% reduction in customer-support calls.

04 Outcome & reflection

What changed at the exit door.

By fixing friction and adding moments of delight, the checkout stopped leaking users — and started compounding growth across sessions, orders, and revenue.

+11.4%

Sessions (Sep 22 – Mar 23)

+8.15%

Increase in orders

+1.07%

Revenue growth

"Checkout is where intent turns into purchase — or abandonment. Every frustration you remove is a leak in trust you seal. Fixing them isn't UX polish, it's business-critical."

· Customer feedback

What shoppers said.

Real reviews from the Play Store & App Store after the redesign shipped.

4.6★

App Store

213K ratings · No. 16 in Shopping

4.0★

Play Store

10Cr+ downloads · 25.3L reviews

Unnamed shopperRedmi Note 8 · Jul 2026

★★★★★

Checkout is so much faster now — the payable amount is right there and coupons apply automatically. Placing an order feels effortless. 5/5.

Play Store

Dhruv Chhabrarealme 8 5G · Jun 2026

★★★★★

Really good app. Best service experience and user experience.

Play Store

SAURA8HGalaxy A23 · May 2026

★★★★★

Just fabulous. Ordering groceries and paying has never been this smooth.

Play Store

Unnamed shopperGalaxy S10 Lite · Apr 2026

★★★★☆

Improved, and the new UI looks much better than earlier. Checkout feels quicker too.

Play Store

Ritesh Ka. PatelRedmi 5A · Mar 2026

★★★★★

Excellent shopping experience online.

Play Store

Sachin KatoleGalaxy A20s · Feb 2026

★★★★★

Very good app experience. Clean layout and easy to check out.

Play Store

Reviews as published on the App Store & Google Play. Rating distribution is indicative.

· More work

Case study

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Making browsing effortless across homepage, PLP, and PDP at JioMart.

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