Snapdeal
An e-commerce experience built around value-driven shopping.
MY OWNERSHIP
Audited the experience to uncover gaps and opportunities, then shaped core shopping journeys for value-focused users. (2023)
Story
When I joined the Snapdeal engagement, the brief started as an optimisation of the existing Snapdeal 2.0 experience. The platform had already evolved significantly around value-focused e-commerce, with a growing user base across Tier-2 and Tier-3 cities. The challenge was less about adding more features and more about making the existing experience work harder for the people already using it.
I started with a design audit of the platform, looking across the core shopping journey to understand where users were facing friction, where the experience felt inconsistent, and where there were opportunities to improve discovery and engagement.
The work then moved into exploring concepts and improvements across these journeys, looking at how product discovery, offers, categories and recommendations could work together to make shopping feel more intuitive and relevant for value-conscious users in Tier-2 and Tier-3 markets.
The bigger idea was to optimise Snapdeal 2.0 rather than reinvent it.
Designed to Deliver Value
Home
Snapdeal’s homepage had to do more than showcase products. It needed to help value-conscious shoppers quickly find what was relevant to them across a wide range of categories, deals and brands.
I reworked the information hierarchy around how people shop by bringing categories, offers, value-led products and personalised recommendations into a clearer flow, while reducing the effort needed to discover something worth buying.
PLP
The browsing experience was curated around how shoppers actually discover products. 'Handpicked for You' was used to surface relevant deals and similar products, while embedding price and deal filters within the scroll to help users narrow their choices without breaking their browsing flow.
PDP
I brought the most decision-critical information closer to the purchase moment by surfacing offers, size, delivery, price and product details upfront, while using ratings, reviews and customer photos to build confidence. The experience was designed to reduce uncertainty and make moving from consideration to purchase feel effortless.
Search
A micro-animation cycles through product keywords to help users understand what they can search for, while recent searches, value brands and flash-sale products make the search screen useful even before they type, thus turning search from a utility into another point of discovery.
Audio Search
With a large share of Snapdeal’s users coming from Tier 2 and Tier 3 cities, I explored a simpler way to search for products. Audio Search lets users describe what they’re looking for in their own words, helping them get to the right products faster, especially for users less comfortable with typing or navigating search interfaces.
Empty Cart
Instead of treating an empty cart as a dead end, I used it as a continuation of the shopping journey. 'Buy Again' brings familiar products back into reach, while 'Recently Viewed Products' helps users pick up where they left off. Together with Snapdeal’s value cues around free delivery, returns and lowest price, the empty state keeps discovery moving even when there’s nothing in the cart.
Have a good idea? Let’s make it great!
Feel free to get in touch
madhavanasok@gmail.com
Madhavan Asok . 2026