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JioMart · Product Discovery · DS 2.0

Making discovery feel personal across Home, PLP & PDP

Refining content structure, navigation, and widgets across JioMart's homepage, listing, and product pages — turning aimless browsing into confident decisions for millions of shoppers.

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Redesigned JioMart discovery experience — live PDP
+65% Monthly active users
My Role
Design Lead — Discovery
Jio central design team
Timeline
Aug 2023 – Oct 2023
During DS 2.0 rollout
Surfaces
Homepage · PLP · PDP
Search · Scan · Voice
Headline impact
MAU +65% · Revenue +38%
Repeat users +64%
· The product

One app.
Many kinds of shopping.

People buy groceries and TVs in the same app. One design had to work for both — across very different missions and expectations.

GroceryMobilesElectronicsFashion BeautyHome & LivingFurnitureMedicine
JioMart on the App Store
App Store 4.6 ★ 213K ratings · No. 16 in Shopping
JioMart on the Play Store
Play Store 4.0 ★ 10Cr+ downloads · 25.3L reviews
· The work

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

Homepage
Homepage
Product listing
Product listing
Product detail
Product detail
Search
Search
Mobile listing
Mobile listing
Rating & Review
Rating & Review
· At a glance
01Context

Discovery across JioMart

As part of Jio's central design team, I led discovery UX across the homepage, PLP, and PDP during the Design System 2.0 rollout.

02Problem

Browsing that stalled

Inconsistent navigation, unclear product prioritization, and limited interactivity drove high bounce, low conversion, and missed engagement.

03Solution

Rebuilt for scannability

Consistent iconography, clearer search & scan, better filters and product cards, richer PDPs, and social proof — all on DS 2.0.

04Outcome

More active, more loyal

Monthly active users up 65%, repeat users up 64%, revenue up 38%, and a 36% drop in customer-support calls.

→ Impact
+65%
Monthly active users after the discovery redesign
+64%
Repeat users returning to browse and buy
+38%
Revenue growth across the shopping journey
01 Context

Discovery is where a shopping session lives or dies.

JioMart serves millions of shoppers across groceries, fashion, and electronics. After improving checkout and post-order flows, I moved to the layer people spend the most time in — discovery. The goal: refine structure, navigation, and widgets across the homepage, listing (PLP), and product (PDP) pages so browsing turns into confident, informed decisions.

3
Core surfaces reworked (HP·PLP·PDP)
9+
Homepage gaps identified
5
PDP folds redesigned
DS 2.0
Design system rollout
02 Problem

Inconsistent, unclear, and hard to act on.

Heuristic evaluation, competitive scans, and heatmap/analytics data surfaced friction across every discovery surface — hurting both engagement and conversion.

1

Category icons

Inconsistent icons and colors disrupted quick recognition, making navigation harder and slower.

2

List & scan icons

Icons were hard to associate with their real-world purpose for non-tech-savvy users.

3

Search page

Incorrect categorization and irrelevant suggestions led to frustration and cognitive overload.

4

Scan & voice

QR/image search opened blank screens; voice input misread everyday grocery terms.

5

Address input

No GPS auto-detection — manually entering a pin code added friction at a critical moment.

!

…and weak product recall

Small images, hidden variants, and buried ratings made products hard to compare and trust.

· Research & process

Built with the team, tested with users.

Discovery decisions came from working shoulder-to-shoulder with Jio's design team and the European DS 2.0 partners — and from putting real screens in front of real shoppers.

Whiteboard session
Whiteboard session
European agency cross-collaboration
Cross-collaboration
Presentation with stakeholders
Stakeholder presentation
User interviews
User interviews
03 Solution & decisions

Rebuilt for clarity, recall, and trust.

Grounded in research — competitive benchmarking, heuristic evaluation, and heatmaps — every change optimized for one thing: helping shoppers scan, compare, and decide faster on DS 2.0.

Homepage

A first impression that guides

Standardized category icons and colors, clearer search & scan, accurate search categorization, real-time quantity alerts, GPS address detection, and simplified navigation.

Decision: consistency over novelty — reduce cognitive load first.
Before
Homepage before
After
Homepage after
Product Listing Page

From scroll to selection

Better filters and sorting, simplified scannable cards, prominent ratings, clear pricing and offers, an intuitive wishlist, urgency tags like "Best Seller," and larger high-quality images.

Decision: put decision-boosters — ratings, price, urgency — on the card.
Before
PLP before
After
PLP after
Electronics PLP

Right fit, faster

Bigger, sharper visuals for better product recall, refined categories, jargon-free labels, and smoother scroll and pagination for a category that demands comparison.

Decision: speak the shopper's language, not the catalog's.
Before
Electronics PLP before
After
Electronics PLP after
Product Detail Page · 1st fold

Where decisions happen

High-quality images with real-life context tags, a clear delivery location strip, brand name above product name, social signifiers (reviews, likes, shares), and product variants upfront with price and discount.

Decision: surface the deciding details before the fold.
Before
PDP first fold before
After
PDP first fold after
Product Detail Page · Reviews

A more trusting product page

Added detailed UGC and a ratings summary with star filters, a "View All" CTA, photo uploads and likes on reviews, and a "Recently Viewed" section to make revisiting effortless.

Decision: let other shoppers do the convincing.
Before
PDP reviews before
After
PDP reviews after
04 Outcome & reflection

What changed for shoppers.

A clearer, more consistent discovery experience didn't just look better — it moved the numbers that matter, from daily orders to support load.

+51%
App downloads (FY 22–23)
+31%
Average daily orders
−36%
Customer-support calls, via Help & Support CX
"When discovery feels personal, trust follows and decisions become clear. Good discovery UX isn't more content — it's the right content, in the right order."
· 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
5
4
3
2
1
U
Unnamed shopperRedmi Note 8 · Jul 2026
★★★★★

After the latest update the app is totally changed — much faster, well designed and easy to use. Finally a clean, optimised interface. 5/5.

Play Store
D
Dhruv Chhabrarealme 8 5G · Jun 2026
★★★★★

Really good app. Best service experience and user experience.

Play Store
S
SAURA8HGalaxy A23 · May 2026
★★★★★

Just fabulous. Ordering groceries has never been this smooth.

Play Store
U
Unnamed shopperGalaxy S10 Lite · Apr 2026
★★★★☆

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

Play Store
R
Ritesh Ka. PatelRedmi 5A · Mar 2026
★★★★★

Excellent shopping experience online.

Play Store
S
Sachin KatoleGalaxy A20s · Feb 2026
★★★★★

Very good app experience. Clean layout and easy to find products.

Play Store

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

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