Role
Product Designer
DURATION
30 days
Platform
App
Type
Design
Research
Zepto is a high-speed grocery delivery platform where users operate under urgency and intent. This project focuses on improving the search experience by reducing friction in repetitive purchases through AI Smart Refill and scheduling, enabling faster decision-making and increasing conversion efficiency.
Users rely heavily on search in time-sensitive situations, but:
Search creates friction in high-intent journeys
Frequent purchases require repetitive manual effort
Too many options lead to decision fatigue
Key Problems Identified:
Users spend 30–40% more time finding recurring items
High dependency on search for routine purchases
Lack of proactive or predictive system
Result: Slower checkout + drop in conversion
To understand user behavior in high-intent grocery shopping, I analyzed how users interact with Zepto during time-sensitive situations. The research focused on identifying friction in search-heavy journeys, repetitive purchase patterns, and decision-making challenges. Research Methods: Behavioral analysis Competitor study User journey mapping
To understand how users interact with Zepto in high-intent situations, I analyzed behavioral patterns around product discovery and repeat purchases. The focus was on identifying friction in search-heavy journeys, especially for frequently bought items. This helped uncover how users prioritize speed, convenience, and minimal effort while shopping.
70%+ purchases are repetitive, mainly daily essentials
Users rely heavily on search under time pressure
30–40% more time is spent finding recurring items
Too many options lead to decision fatigue
Users prefer speed over exploration
USER PERSPECTIVE
Users approach Zepto with a clear goal—complete their purchase as quickly as possible. They are not looking to explore but to efficiently find and reorder familiar items. Repetitive actions like searching for the same products create frustration, while excessive choices increase cognitive load. A smoother, more predictive experience would significantly improve their overall interaction.
Users are goal-driven and time-sensitive, often returning to purchase the same set of essentials. They rely on search as the primary navigation method, leading to repeated actions and inefficiencies. Their behavior reflects a strong preference for quick, low-effort interactions, where even small delays can impact completion and satisfaction.
KEY INSIGHTS
70%+ purchases are repetitive (daily essentials)
Heavy dependency on search slows down users
Users prefer speed over exploration
Decision fatigue increases with too many options
Faster access to frequently purchased items
Reduced dependency on search
Minimal effort for repeat purchases
Predictive and personalized suggestions
Clear and efficient checkout flow
Users need a faster and more efficient way to reorder essential products because the current search-driven experience increases effort, slows decision-making, and leads to repetitive actions.
HYPOTHESIS STATEMENT
If users are provided with predictive suggestions and automated scheduling for recurring purchases, then they will complete transactions faster with reduced effort, leading to improved engagement and conversion.
VALUE PROPOSITION
Faster, smarter reordering with minimal effort through predictive and automated experiences.
03 IDEATION
Identified gaps in:
Lack of automation
No predictive behavior
Over-reliance on search
KEY OPPORTUNITIES AREAS
Predictive recommendations
Automated scheduling
Reduced cognitive load
HOW MIGHT WE
Reduce search dependency and simplify repeat purchases
Unified Scheduling Flow
AI Smart Refil
Home Screen Integration
My Schedules Dashboard
Out-of-Stock Handling
Clear Payment Logic
04 DESIGN
Key Features
USER FLOW
DELIVERABLES
Reduced time to purchase by 30–40%
Reduced repetitive actions significantly
Lower dependency on search
Improved user efficiency and engagement
By shifting from search-heavy interaction to predictive and automated systems, this solution reduces friction in high-intent journeys.
The combination of AI Smart Refill and scheduling transforms Zepto from a reactive platform into a proactive, user-centric experience, improving both usability and business outcomes.
