Short usability case studies
Redesigning sections of Indian startup websites Flipkart, Bookmyshow, and Zomato
June 2015

The Challenge

In June 2015, I was searching for design jobs at Indian startups after deciding to move home. Some established startups are Flipkart (for online shopping), BookMyShow (for event ticketing), Zomato (for places to eat). Now I was curious about the state of design on Indian websites, and decided to do a small usability exercise on these websites.

I thought about user motivations for entering the website followed by the content and actions the site can display. I focused on UX more than UI, and I used Balsamiq Mockups as the tool to propose design changes.

Flipkart is one of India's largest online marketplaces. It competes with companies like Amazon India. The site follows a UI layout similar to existing marketplaces - deals, discounts, a shopping, and checkout flow. One element that stood out to me was the navigation bar. It is inundated with links. I don’t think so many have to be visible. In fact, the user doesn’t know where to focus. Below are my suggestions on how to declutter the navigation bar for FlipKart.

Educated guess at some user needs:


BookMyShow is an event and movie ticketing platform. On this site, I started looking at movies playing in Chennai, India. I examined the grid-view of the movies listed. Each movie tile was visually attractive but I didn’t find all the information useful. Below are my suggestions on how to improve the content on the movie tile for Bookmyshow.

Educated guess at some user needs:

Zomato is a family favorite. When I fly home to India, we go on family dinners as a way to spend time together. Zomato reminds me a lot of Yelp, where restaurants are mined by locality and users filter them by location and preference. Review are also a big part of the site, and people tend to add more positive reviews than they do on Yelp.

I recently searched for "Cafes in Chennai, India" and I got results on a large map followed by a list view. This seemed backwards to me, because I can't use the map before I actually learn about places. Logically, location comes to mind after restaurant name, cuisine, establishment type, and rating. Below are my suggestions on how to improve the layout of Zomato’s search results page.

Educated guess at some user needs:


Working on these usability case studies was a fun exercise. I pretended I was on three different design teams, those of Flipkart, Bookmyshow, and Zomato. While I know my ideas may not incorporate business or internal company goals, it was cool to brainstorm on a company’s behalf. Additionally, each product caters to a different use case - online shopping, event ticketing, and food. It was a nice to put myself in the shoes of users who experience these products every day, and come up with something new.

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