Flipkart Mobile Accessories Experience
Mobile Accessories is one of Flipkart's highest-traffic categories: cases, covers, power banks, chargers, and screen guards. Products users buy alongside a phone, or come back to replace.
The category had traffic. It didn't have structure. And without structure, traffic doesn't convert. Users landed on pages built around what was available, not around how people actually decided. No clear entry point. No hierarchy that reflected intent. Someone looking for a case for a specific phone model and someone casually browsing were dropped into the same experience and expected to figure it out.
Flipkart
Product Designer
2021 – 2023
Web · App
Challenge
The core problem wasn't visual. It was structural.
Every subcategory behaved differently. Power banks were repeat purchases, users knew what they wanted and needed help comparing specs. Cases and covers were highly device-specific, users needed to filter by phone model before anything else was relevant. Chargers had the highest drop-off of any subcategory, likely because the page gave no help distinguishing between options.
The result: users had to scan too much, discovery was inefficient, and drop-offs were high in subcategories where the decision was actually easy.
Process
Research & Discovery
I started by mapping how users moved through the category, where they entered, where they dropped, and what they were trying to accomplish when they left.
The subcategory data was the most useful input. It showed that drop-off wasn't uniform, it was highest in places where the page gave users no decision support. People weren't leaving because they weren't interested. They were leaving because the page didn't help them move forward.
I also looked at how comparable categories handled this on other platforms to understand what users were already trained to expect.
Information Architecture
I restructured the flow around how users actually made decisions: device type first, then subcategory, then refinement by brand or price. This reduced the need to scan the entire page before taking any action.
The other significant change was introducing buying guides for Power Banks, Screen Guards, Cases and Covers. This was the decision I'm most confident in. Users weren't dropping off because the product wasn't there they were dropping off because they didn't know which product was right for them. The guides gave them a way to self-qualify before hitting the product grid. That's what moved continuation rates.
Wireframing & Prototyping
For each section I mapped three things: what it needed to do, what information it required, and what action it should lead to. Layout decisions followed from that.
Multiple iterations were reviewed specifically to reduce the number of steps between landing and a product decision.
Usability Testing & Iteration
After launch I tracked continuation rates and CTR by section to understand which structural choices held and which didn't.
Based on what the data showed: entry points were reordered, banner placement was refined, and high-performing layout patterns were standardised and reused rather than redesigned per campaign.
Big Billion Days was the stress test. 150+ assets across category pages, app surfaces, and external platforms. Consistency at that scale only works if it's baked into the system, the structured layouts made that possible.
Visual Design
The work followed Flipkart’s existing design system. The change was in how hierarchy was applied. Sections were made more distinct, product visibility was prioritised and layouts were standardised across categories.
The design wasn't meant to look different. It was meant to work better.
Results
The redesigned category experience was rolled out across key subcategories in 2022.
Continuation rates improved 5-7% across cases, covers, and power banks in the months following launch. CTR on category surfaces increased 8-12% compared to the prior period.
During Big Billion Days, 150+ assets were shipped across category pages, app surfaces, and external platforms like Instagram, Quince, Glance Screensavers and many more, across multiple campaign cycles, with consistent visual quality.
5-7%
Continuation rate improvement
8-12%
CTR lift across category surfaces
150+
Assets shipped for Big Billion Days
Conclusion
Reorganising the page around how users made decisions: device first, then subcategory, then refinement reduced the cognitive load of getting to a product. Adding decision-support content at the right moment moved users who were stuck, not just users who were browsing.
The pattern is simple: structure that matches user intent converts better than structure that mirrors inventory. This project was proof of it.