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Per session, ~43% app openers visit real estates which lacks any browsing feed - Significant traffic REs like Orders page / Wishlist / Cart / Category bottom nav miss out on any browsing feed to channelise existing or generate new shopping intent - No visibility touch-points for RE feeds with high post order clicks / existing shopping intent, i.e. wishlist / cart additions / recently viewed / similar to what you viewed (PDP reco) isn’t present through the shopping journey, Accounts for 61% clicks post order placement - Cross category intent is not capitalised through entire shopping journey with category selection limited to start of shopping journey via search / HP widgets - 1/3rd repurchases on the platform happen within the same super category / portfolio - Check if people checking product from a specific SSCAT end up buying from related SSCATs
Integrating infinite browsing feeds to channelise existing / generate new intent across all significant traffic REsEnabling swifter cross category browsing for exploratory low - med intent users through the shopping journeyEnabling browsing continuation and rediscovery for high converting / intent feeds like PDP reco / wishlist etc throughout shopping journey via native buildsBuilding platform capabilities to enable quick self serve experiments on above
Intent generation - Presence of infinite browsing feeds across all prominent traffic REsQuick toggles to shift infinite feed browsing to relevant categories / clusters / portfoliosIntegrating widgets / infinite feed ingress pertaining to a specific intent motive across REs (Eg - Top rated / New arrivals / Continue browsing / related searches etc) - Primarily pushed via FIF widgets / product cardsIntent channelisation - Utilising HVFs / IFs / widgets over product cards to channelise intent while exploring a feed like related searches, relevant banners over product cards etcDTB - Presence of markers like (i) Count of products sold, (ii) Time till OOS and (iii) Real time updates on orders and ratings to influence decision to buy / Category specific experience
VFM E-comm - Optimised for quick browsing of new intent by -Search / category bar / HP widgets - ✅Infinite browsing feed - ✅Quick cross category toggles for infinite feed - To quickly relay exploratory users to start browsing feeds across relevant categories - ✅Other E-comm - Optimises new browsing intent through search / category bar / HP widgets ✅Prominent re-discovery for existing shopping intent through HP widgets ✅No Infinite browsing feeds / Quick category toggles ❌ 
VFM E-comm - Optimises faster querying for existing intent through recent searches / trending / browsing history reco ✅No infinite feed ❌Other E-comm -Optimises faster navigation for existing as well as new intent motives like - Reco from prior browsing history (Brands / Products) ✅Differentiated prominence for listings in deal / low stockNew arrivals / Fresh drops ✅Viewed by similar users / similar intent reco ✅Top rated picks ✅Trending products or categories ✅Buy again (PCW + Grocery) ✅
VFM E-comm - Intent generation - Quick toggles to check feeds from related categories / clusters / portfoliosIC - Presence of filters within product cards to channelise intentDTB - Presence of markers like sales count, time till OOS and real time updates on ratings and orders to influence DTBOther E-comm - Presence of filters interstitially as well as over product cards in form of banners / related searches to channelise intent
VFM E-comm - Intent generation - Infinite feeds with quick toggles to check feeds from related categories / clusters / portfoliosOther E-comm - IG through - Infinite feedsInfinite feed ingress through product card banner / related searchesMultiple widgets for different browsing motives / intent
VFM E-comm - Intent generation - Infinite feeds with quick toggles to check feeds from related categories / clusters / portfoliosOther E-comm - IG through - Infinite feedsInfinite feed ingress through product card banner / related searchesMultiple widgets for different browsing motives / intent
VFM E-comm - Intent generation through - Infinite feeds with quick toggles to check feeds from related categories / clusters / portfoliosRecently viewed catalogs Other E-comm - IG through - Infinite feedsRecos for different intent objectives through widgetsSimilar products for OOS wishlisted items
~41% traffic lands on REs without any feed (i.e Order / wishlist / cart)PDP reco have the highest conversion when looking at users with low - medium intentConversion for FY feed is the lowest
Reducing user interactions and simplifying browsing flow has historically improved conversion (Eg - B2C shift)Textual comprehension is pretty poor for our users and majority of the information consumption happens through visual cuesHigher views and interactions for vertical infinite feeds than horizontal widget feeds
Integrating cross category ingress for infinite feeds starting PDP recos → FY → SLP and other infinite feed avenuesIntegrating infinite feeds based out of RV / wishlist / PDP reco across all REs with no browsing touch point (Wishlist / cart)Building platformisation capabilities to assist Business / strategic program teams to set up non native IG ingress across shopping journey, Includes - Automated CLP setup through search queriesSetting up and persisting backend attribute / feeds for P0 intent objectives (Eg - Wishlist / RV / reco / deals etc)SDUI platformisation of REs to support experimentationEXP - Crafting a novel browsing experience through the shopping journey - Once per day feeds (PNs)FOMO - Products running OOS / Deals running out etc
Infinite feed ingress - Prioritise REs where - Users continue browsing reflecting high shopping intentSignificant app open traffic landings on the REPlayable RE availability to inject infinite feedCross segment browsing - Prioritise for infinite vertical feeds with considerable traffic opportunity
Browsing continuationShopping intent - HighBrowsing continuation / current session checkoutShopping intent - HighTracking orders / End of intentShopping intent - Low (0 OD users only contribute to ~1% of order page opens)Browsing startLimited RE availability due to keyboardLow / ~20% churn from search landing to results limiting traffic opportunity to ~5%Browsing startLow traffic landingPrelim / detailed product evaluationBrowsing continuation / shopping intent - HighBrowsing journey startShopping intent - Med - HighBrowsing journey startShopping intent - HighTracking orders / End of intentShopping intent - Low (0 OD users only contribute to ~1% of order page opens)Browsing continuationShopping intent - High
Intent generation
Problem synthesis -
Details
Details
Details
Objective(s) -
Browsing outside IN : Details here - TEMU | Other E-comm
TEMU
Other E-comm
RE
VFM e-commerce (Temu)
Other E-commerce
Key takeaways
Homepage
Search landing page
Product / Catalog feeds
PDP
FY feed / explore
Category navigation
VFM E-com - Showcasing top product recos within the category in category navigation window
Wishlist / Accounts / Cart page
Add to cart action
Cross category recommendations pushed on Add to cart action through a bottom page modal
There are no rows in this table
Platform’s browsing breakdown -
Real Estate
Traffic - As % of AO
RE conversion (O/V)
PDP reco accessed
47%
0.067
Search clicked
26%
0.08
Orders - Bottom nav clicked
25%
NA
FY feed scrolled
20%
0.013
Wishlist clicked
12%
NA
Cart clicked
7%
NA
Order confirmation page
6%
NA
Category tile clicked
3%
0.04
Category tab selected - Bottom nav
2%
0.04
Community - Bottom nav clicked
1%
NA
Mall - Bottom nav clicked
0%
NA
There are no rows in this table
Solutioning considerations basis user persona -
List of potential solutioning themes basis outside IN -
User’s browsing breakdown - IG/IC opportunities :
Prioritisation framework -
Prioritisation of solves -
Solution theme
Description
Solution theme
Description
Real estate
RE details
Effort
Picked
Tentative impact
Priority
Roadmap phasing
IG with infinite feeds for high traffic REs
5
Integrating infinite feeds from a mix of RV / wishlist / PDP reco
5
IG with infinite feeds for high traffic REs
Integrating infinite feeds from a mix of RV / wishlist / PDP reco
Wishlist
M (~2 sprints)
Yes
Med
P0
Phase 1
IG with infinite feeds for high traffic REs
Integrating infinite feeds from a mix of RV / wishlist / PDP reco
Cart / A2C click
M (~2 sprints)
Yes
Med
P0
Phase 1
IG with infinite feeds for high traffic REs
Integrating infinite feeds from a mix of RV / wishlist / PDP reco
Order page
M-L (~2-3 sprints)
Yes
Low
P1
Phase 2
IG with infinite feeds for high traffic REs
Integrating infinite feeds from a mix of RV / wishlist / PDP reco
SLP
M (~2 sprints)
Yes
Low
P2
Phase 3
IG with infinite feeds for high traffic REs
Integrating infinite feeds from a mix of RV / wishlist / PDP reco
Category Nav
M (~2 sprints)
No
Low
P3
Phase 3
Cross category ingress for infinite feeds
5
Adding related category touch point across infinite feeds
5
Cross category ingress for infinite feeds
Adding related category touch point across infinite feeds
PDP reco
L (~3-4 sprints)
Yes
High
P0
Phase 1, DS solutioning to begin June
Cross category ingress for infinite feeds
Adding related category touch point across infinite feeds
FY feed
M (~2 sprints)
Yes
Med
P1
Phase 2
Cross category ingress for infinite feeds
Adding related category touch point across infinite feeds
SLP
M (~2 sprints)
To be planned
Low
P2
TBP
Cross category ingress for infinite feeds
Adding related category touch point across infinite feeds
Order page
M (~2 sprints)
To be planned
Low
P2
TBP
Cross category ingress for infinite feeds
Adding related category touch point across infinite feeds
Wishlist / Cart
M (~2 sprints)
Yes
Low
P2
TBP
Platformisation for non native widgets
3
Feed setup for high converting / intent listings (PDP reco / wishlist / RV)
1
Platformisation for non native widgets
Feed setup for high converting / intent listings (PDP reco / wishlist / RV)
Across REs
M (~2 sprints)
Planned, TBF
High, Enabler for infinite feed ingress
P0
Phase 1
SDUI enablement for REs
1
Platformisation for non native widgets
SDUI enablement for REs
Across infinite feeds - SDUI for product cards
L (~3-4 sprints)
Picked
Med
P1
Phase 2
CLP automation via search - To set up non native IG widgets for specific trends
1
Platformisation for non native widgets
CLP automation via search - To set up non native IG widgets for specific trends
Across REs
M (~2 sprints)
Planned, TBF
Med
P2
Phase 3
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