Launching Flipkart Minutes

Building the MVP app experience for Flipkart Minutes - a quick commerce platform, integrated within the larger Flipkart ecosystem.

TEAM

3 Designers + 1 UX Writer + 2 Design Leads

TIMELINE

3 months

Platform

Mobile - Android, iOS & Web

Company

Flipkart

Launching Flipkart Minutes

Building the MVP app experience for Flipkart Minutes - a quick commerce platform, integrated within the larger Flipkart ecosystem.

What are we solving?

Launching a quick delivery service meant asking users to trust Flipkart with a promise it had never made before. The challenge was designing an experience that could credibly deliver on speed and reliability for metro users who already had established quick commerce habits with other players.

Launching a quick delivery service meant asking users to trust Flipkart with a promise it had never made before. The challenge was designing an experience that could credibly deliver on speed and reliability for metro users who already had established quick commerce habits with other players.

Launching a quick delivery service meant asking users to trust Flipkart with a promise it had never made before. The challenge was designing an experience that could credibly deliver on speed and reliability for metro users who already had established quick commerce habits with other players.

How did we solve it?

As part of the founding design team, we built the MVP experience from scratch. The focus was on communicating speed, hyperlocal relevance, and integration with the existing Flipkart ecosystem. We designed an experience that felt native to Flipkart but distinct enough to match the quick commerce promise.

As part of the founding design team, we built the MVP experience from scratch. The focus was on communicating speed, hyperlocal relevance, and integration with the existing Flipkart ecosystem. We designed an experience that felt native to Flipkart but distinct enough to match the quick commerce promise.

As part of the founding design team, we built the MVP experience from scratch. The focus was on communicating speed, hyperlocal relevance, and integration with the existing Flipkart ecosystem. We designed an experience that felt native to Flipkart but distinct enough to match the quick commerce promise.

The Process

Process

We started by understanding the metro user, their quick commerce habits, expectations around speed, and where trust breaks down specifically in the Flipkart context. This was led by the Research team; we sat through the KYC sessions and worked directly from their findings.

Benchmarking

We studied competitor apps closely to understand the current category standard and identify where Flipkart Minutes could carve its own space.

Business Alignment

Business and operational logistics were being figured out in parallel with design, which meant constant back and forth with the business to define what we could legitimately promise and build toward. The scope was shifting constantly, and we adapted accordingly.

Exploration & Iteration

Multiple rounds of exploration to land on an experience that felt native to Flipkart, met the standards of the quick commerce market, and stayed honest to the service we were actually offering.

Key Considerations

Entry points across the Flipkart app

We built ingress points at every relevant surface: a dedicated homepage entry point reflecting real-time delivery estimates, category pages, PDPs, checkout, and search results.

Location-based tailoring

Minutes is only relevant to users in serviceable areas, which required four distinct flows: users with location permissions off, logged-in users with saved serviceable addresses, logged out users whose geolocation falls within a serviceable area, and an unserviceable state.

Minutes is only relevant to users in serviceable areas, which required four distinct flows: users with location permissions off, logged-in users with saved serviceable addresses, logged out users whose geolocation falls within a serviceable area, and an unserviceable state.

Minutes is only relevant to users in serviceable areas, which required four distinct flows: users with location permissions off, logged-in users with saved serviceable addresses, logged out users whose geolocation falls within a serviceable area, and an unserviceable state.

Designing the Landing Page

We spent a lot of time crafting a landing page that met business expectations, felt competitive in the market, and clearly communicated the quick commerce proposition.

Reimagined product browse experience

We designed a new browse experience different from the usual Flipkart journey, optimised for the speed and intent of a quick commerce user.

Designing for service interruptions

We accounted for states beyond standard serviceability: delayed delivery, dark store closures, and high demand periods where orders couldn't be fulfilled.

Order status push notifications

To keep users informed off-app throughout the delivery journey, we designed visual PNs reinforcing the speed and reliability promise at every step.

Final Design

the

experience

that went

live

Outcome

• The Minutes audience is metro users, distinct from Flipkart's typical Tier 2 and 3 base. We leaned heavily on research to build an experience that felt familiar to this cohort and met their expectations from day one. • These numbers reflect the MVP release. The product has since gone through several iterations to account for business growth and evolving product needs.

• The Minutes audience is metro users, distinct from Flipkart's typical Tier 2 and 3 base. We leaned heavily on research to build an experience that felt familiar to this cohort and met their expectations from day one. • These numbers reflect the MVP release. The product has since gone through several iterations to account for business growth and evolving product needs.

Launching Flipkart Minutes

Launching Flipkart Minutes

Building the MVP app experience for Flipkart Minutes - a quick commerce platform, integrated within the larger Flipkart ecosystem.

Building the MVP app experience for Flipkart Minutes - a quick commerce platform, integrated within the larger Flipkart ecosystem.

TEAM

3 Designers + 1 UX Writer + 2 Design Leads

TIMELINE

3 months

Platform

Mobile - Android, iOS & Web

Company

Flipkart

Launching Flipkart Minutes

Building the MVP app experience for Flipkart Minutes - a quick commerce platform, integrated within the larger Flipkart ecosystem.

What are we solving?

What are we solving?

Launching a quick delivery service meant asking users to trust Flipkart with a promise it had never made before. The challenge was designing an experience that could credibly deliver on speed and reliability for metro users who already had established quick commerce habits with other players.

Launching a quick delivery service meant asking users to trust Flipkart with a promise it had never made before. The challenge was designing an experience that could credibly deliver on speed and reliability for metro users who already had established quick commerce habits with other players.

How did we solve it?

How did we solve it?

The Process

The Process

Key Considerations