CONTEXT

Flipkart has had some key category (L0) launches in past couple of years like Super Coins, FK- Plus, Hyper local, Videos and Ideas which have found it difficult to grab user attention on the home page, resulting in low engagement on these new categories

The homepage properties used to promote and generate awareness about new businesses on Flipkart are same as any other product or brand launch leading to:

• Low Click Through Rates and hence low traffic
  

• Low-recall due to templatized communication

notice board >

INTRODUCTION

PROBLEM STATEMENT

Users are losing out on key information, and benefits that these new categories might have to offer

If flipkart has a new L0 offering, the users have to find if either accidentally or miss out on the same

Category Owners need to starkly highlight newly launched value propositions on the store front.

With the cognitive load on the home page, it gets difficult to differentiate b/w a L0 value prop v/s a low priority offering.

…introduce new value proposition on the Flipkart homepage as the first touch point & elicit required response from users[eg: Opt ins for Plus eligible users]

HOW MIGHT WE

EXPECTATIONS & CONSTRAINTS

Grab Attention

Announcement construct needs to stand out and catch the user's attention

User Control

Differentiated experience should not break the user journey i.e, user should be able to move ahead without extra effort

Non-Obstructive

Should not block the view port of the home page main content

Position Agnostic

Position should be adjustable on the viewport to adapt to the real time content configuration on home page

Scarcity

We need to maintain scarcity for this experience to avoid it being over-used for other promos and lose its value

EXPLORATIONS

Surprise-Appearance

On-Scroll Unveil

Dynamic CTA

EXPLORATIONS

Dynamic Background

Sideways Nudge

See-Saw Nudge

Low-Priority Announcement

FLOATING BOARD

The Floating Board widget while grabbing attention, checks all other boxes around the success criteria of being in full control of the user, appears as non obstructive and is position agnostic.

WIDGET ANATOMY

Collapsed States

Expanded State

IMPACT

Floating board increased traffic on these star program destinations by over a 200%