Client
GlowRoad by Amazon
Industry
E-commerce
Timeline
November 2024
GlowRoad, an Indian e-commerce platform, shifted from a reseller-driven model to a self-shopping platform. I redesigned the UX to simplify the purchase flow, improve transparency, and optimize the experience for both shoppers and resellers. Though the project was not launched due to business changes, it delivered valuable insights and design improvements.
Reseller-centric
✅
❌
Add customer details during order
✅
❌
Set your own margin
✅
❌
Zero inventory business model
✅
❌
Social commerce integration
✅
⭕️
Limited
Buyer and seller in one app
✅
❌
User data and market trends revealed an opportunity to tap into Direct self-shoppers—users who wanted to browse and buy for themselves without margins or intermediaries.
A product designed for resellers felt confusing to regular shoppers.
Maintaining Dual
User Experience
Enhancing
Transparency & Trust
Ensuring a
Smooth Transition
How do you redesign for modern self-shoppers without alienating the core reseller community?
Ensure a Smooth Transition
Minimize confusion, maximize usability
Support Two Audiences Seamlessly
One interface, two user types
Improve
Transparency & Trust
Clarify pricing and product information
Simplify Product Discovery & Checkout
Reduce time to purchase
Redefine Shopping Experience
Create a frictionless flow for direct buyers
Competitor 01
Meesho
Low-cost entry model
Wider reseller network
Stronger Tier-2/3 presence
Content-driven commerce
Competitor 02
Shopsy
Flipkart-backed hyper-value platform
Wide product catalogue
Zero-commission marketplace model
Strong app & vernacular experience
PROBLEM
♀️ Two User Groups, One Interface
UX catered heavily to resellers, confusing for self-shoppers
SOLUTION
Introduced dual-mode logic (self-shopping vs reseller buying)
Clear “Add to Cart” for self-shoppers
“Add Margin” and “Ship to Customer” in reseller mode
PROBLEM
🛒 Overhauling the Checkout Flow
The existing flow had 6+ steps for purchase
SOLUTION
Reduced steps to 3 for self-shoppers
Resulted in a 40% improvement in checkout conversion rate (tracked via internal data validation)
PROBLEM
🔎 Improving Discovery & Transparency
Poor categorization and unclear pricing led to distrust
SOLUTION
Redesigned product cards with base price + margin clarity
Improved search filters by relevance, rating, and delivery time
Enhanced PDPs with clearer return policies and trust signals
PROBLEM
🚀 Onboarding & Smooth Transition
Existing users were used to reseller-first UX
SOLUTION
Rolled out guided tooltips and banners
Created a “Shop for Yourself” mode toggle
Added contextual education for self-shoppers during onboarding
PROBLEM
♀️ Two User Groups, One Interface
UX catered heavily to resellers, confusing for self-shoppers
SOLUTION
Introduced dual-mode logic (self-shopping vs reseller buying)
Clear “Add to Cart” for self-shoppers
“Add Margin” and “Ship to Customer” in reseller mode
PROBLEM
🛒 Overhauling the Checkout Flow
The existing flow had 6+ steps for purchase
SOLUTION
Reduced steps to 3 for self-shoppers
Resulted in a 40% improvement in checkout conversion rate (tracked via internal data validation)
PROBLEM
🔎 Improving Discovery & Transparency
Poor categorization and unclear pricing led to distrust
SOLUTION
Redesigned product cards with base price + margin clarity
Improved search filters by relevance, rating, and delivery time
Enhanced PDPs with clearer return policies and trust signals
PROBLEM
🚀 Onboarding & Smooth Transition
Existing users were used to reseller-first UX
SOLUTION
Rolled out guided tooltips and banners
Created a “Shop for Yourself” mode toggle
Added contextual education for self-shoppers during onboarding
While the project was not deployed due to evolving business priorities, it was fully prototyped and prepared for development handoff.
The redesign laid a strong foundation for future iterations aligned with D2C growth.
Business-Design Alignment is Non-Negotiable
Designing the “right thing” isn’t enough—it has to align with shifting priorities and resourcing decisions.
Designing for Multiple Audiences Requires Intentional Structure
Rather than one-size-fits-all UX, thoughtful divergence can serve varied needs better.
Documenting the Journey Makes Work Evergreen
Though the project didn’t launch, the structured thinking, reusable components, and documented flows continue to influence future product discussions.