Optimizing Zepto Search for Higher AOV
A UX-led search strategy focused on improving product discovery, smart nudges, and intent-based results to increase average order value.
Role
UI/UX Designer
Industry
Quick Commerce
Duration
2 weeks
What Did I Do?
It started with a simple observation: Zepto is built for speed, yet some of the most urgent shopping journeys still require users to make multiple decisions.
Whether it's a high fever at midnight, period cramps during work, or a last-minute need before guests arrive, users often know the problem they're trying to solve but not necessarily the products they need.
I set out to explore how Zepto's search experience could move beyond product discovery and help users solve urgent situations faster.
The Chaos
The more I looked at urgent shopping journeys, the more friction I found.
Users searching for relief often had to hunt for multiple products individually, compare options, and build their own solution from scratch. Ironically, the moments that demanded the fastest decisions required the most effort.
The experience was optimized for finding products, not solving problems.
Defining the Goal
I wasn't trying to make users buy more products.
I wanted to answer a simple question:
What if users could solve an urgent need in a single step?
The goal became clear: reduce decision fatigue, shorten the path to checkout, and help users feel confident they're getting everything they need.
The Idea
If users think in terms of problems, maybe search should too.
Instead of showing a list of products, I explored intent-driven experiences that understand situations like "High Fever" or "Period Cramps" and recommend a complete solution.
This became Smart Bundles, curated sets of complementary products that could be added to the cart in one tap.
Urgency-Based Search Tags
Users can tap predefined situations like fever, period pain, or last-minute guests to instantly trigger relevant results and Smart Bundles.
Faster Conversion Path
Instead of searching and adding multiple items individually, users are presented with a ready-to-go bundle based on their previous purchases and common essentials for that situation. This reduces friction in the buying journey and encourages multi-item purchases, increasing Average Order Value.
Cross-Category Discovery
Smart Bundles combine products from multiple categories such as medicine, hydration, and wellness. By surfacing items users may frequently repurchase or might not have searched for individually, the system enables cross-category penetration while improving the overall value of the order.
Empathy-Driven UX
During urgent situations, users often feel overwhelmed and unsure about what to buy. A reassuring AI assistant guides the user by presenting a curated Smart Bundle, reducing anxiety and helping them feel supported while making decisions.
One-Tap Bundle Checkout
Based on urgency-driven user behavior, I reimagined Zepto’s search as an intent-based experience. The solution, Smart Bundles, surfaces curated sets of essential products for specific situations, allowing users to solve their needs in one step while reducing effort and improving order value.
Reality Check
At this point, I had a solution.
But it was still my solution.
So I decided to put it in front of real users.
Usability Testing
I put the concept in front of real users expecting validation. Instead, I uncovered several assumptions that needed rethinking. The insights below helped transform Smart Bundles from a feature into a more user-centered solution.
After Iteration and Feedback
The strongest signal from testing was clear.
Bundles shouldn't interrupt product searches. They should appear when users intentionally enter a problem-solving mode.
This led to three major changes:
• Intent-based entry points instead of keyword-triggered bundles
• Transparent pricing and visible savings
• More control through preview, replacement, and dismissal options
The design shifted from promoting bundles to helping users make better decision.
Projected Impact
By reducing search effort and surfacing complete solutions at the right moment, Smart Bundles have the potential to increase Average Order Value, improve search-to-cart conversion, and drive higher cross-category purchases.
More importantly, they help users move from "What do I need?" to "I'm done" much faster during urgent situations.