Flipkart
Illustration
Library

PROBLEM

Flipkart is India’s number one e-commerce platform with millions of products across categories such as consumer electronics, fashion, home essentials, groceries, and lifestyle. However, the app wasn’t receiving favourable reviews and had an exceptionally low Net Promoter Score. 

INSIGHT

RESEARCH
CREATIVE STRATEGY
ILLUSTRATION
CHARACTER DESIGN
DESIGN SYSTEM
USER INTERFACE

Client: Flipkart
Lead Designer: Aparna Badgandi
Copywriter: Karl Gomes
Design support: Nitin Chaudhary, Surya Raveendranath, Pranjal Meena
Project done while employed at Flipkart Internet Pvt. Ltd.

Flipkart was giving its customers everything from a user-friendly app to unbeatable prices, but there was one thing missing — delight.

SOLUTION

To this end, I led an initiative to use illustrated characters to tell stories across the experience and act as friendly, relatable guides for users in their interactions. Various strategic touch points were identified to introduce the characters across the app, including error states, onboarding and promotions.

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• The unique illustration style was derived from traditional Indian art forms

• Six characters were created to represent customer and partner profiles, ensuring that every demographic variable was represented

• Each character was fleshed out with traits and interests tying them to specific product categories on Flipkart 

• A comprehensive library was created with the characters in various poses, and usage guidelines, enabling other designers in the team to implement them