Flipkart Thematic Storefronts
Role: UI/UX Designer | Visual Strategist
Duration: 2023
Client: Flipkart – One of India’s leading e-commerce platforms
Project Overview
As the lead designer for Flipkart’s Fashion Thematic Storefronts, I handled end-to-end design responsibilities—from market research and ideation to wireframing, execution, and stakeholder coordination. These thematic experiences spanned festive events, seasonal launches, sports campaigns, brand showcases, and more.
Responsibilities & Process
Research & IIdeation
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Conducted competitor analysis and performance tracking to align with business goals.
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Mapped user cohorts and identified target segments for each theme (e.g., festive, branded, seasonal).
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Crafted high-impact storefront visuals, using bold product imagery, GIFs, illustrations, and UI breathers.
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Executed thematic constructs like Party Store, Winter Store, Wedding Store, and more—each customized to deliver high CTRs.
Design Execution
Wireframing & Visual Exploration
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Created wireframes based on business briefs and stakeholder input.
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Developed moodboards, defined color palettes, and implemented Flipkart’s DLS (Design Language System) for visual consistency.
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Coordinated with category teams, agencies, and developers for seamless delivery.
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Conducted QC checks, led review meetings, and managed revisions to meet performance KPIs.
Stakeholder Collaboration
Flipkart Kids Character Fest
Role: Lead Thematic Store Designer
Type: Campaign Store | Kids Fashion | Visual UX Design
Project: Flipkart Fashion – Kids Character Fest
Goal
Drive engagement during a themed sale with gamified shopping and character-based product highlights.
My Responsibilities
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Conceptualization & Theming: Built the idea around “Superhero Dress-Up” with characters like Superman, Batman, and Disney figures.
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UI/UX Design & Visual Strategy: Designed a bold, colorful experience with themed banners, CTAs, and interactive quiz/play sections.
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Wireframes & User Flow: Structured sections to drive scroll engagement with reward-based CTAs and clear product discovery paths.
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Collaboration: Worked with the marketing, category, and content teams to align design with business goals and brand guidelines.
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Quality Checks: Led reviews and optimized based on CTRs and stakeholder feedback.
Flipkart
Party Store
Role: End-to-End UI/UX Designer
Type: Thematic Storefront | Fashion & Occasion-Based Shopping
Project Scope: Women’s + Men’s Partywear Store
Goal
Create an engaging, fashion-forward, occasion-specific shopping experience for partywear shoppers on Flipkart.
My Responsibilities
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Wireframing & Structure Planning:
Transformed minimal textual input into a fully designed UI/UX structure. Created wireframes to map out shopping journeys for different party occasions.
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Theme Ideation & UI Design:
Developed a glamorous and bold design theme using glitter, neon gradients, and dynamic product blocks. Incorporated filters by occasion, color, texture, and gender.
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End-to-End Execution (Both Pages):
Executed visual and UX design for both women’s and men’s pages independently. Mapped trends, segments, and seasonal content.
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Component Design:
Designed all modular sections — “Night Party”, “Day Party”, “Beach Babe”, “Wedding & Sangeet”, “Trending Colours”, “Fabric & Textures”, “Beauty Edit”, “Men’s Styles”.
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Collaboration:
Worked across design and category teams to ensure that both product visibility and fashion aesthetics were balanced.
Flipkart Monsoon Store
Role: UI/UX Designer & Visual Strategist
Type: Seasonal Campaign Store | Multi-Category Shopping Experience
Goal: Create a vibrant, functional, and scroll-friendly monsoon-themed store to showcase essential, cozy, and health-related products in an engaging way.
Objectives
Design an immersive seasonal shopping destination that helps users prepare for monsoon season — from rainwear and immunity boosters to school/office essentials — using a playful theme, helpful UI breathers, and GIF integrations to enhance user engagement.
SportsHub Page Revamp
Role: UI/UX Designer & Visual Strategist
Type: End-to-End Store Redesign | Sportswear & Equipment
Project Scope: Complete visual revamp of Flipkart's SportsHub with World Cup theme integration
Goal: Redesign the SportsHub to create an engaging, athletic-themed, and conversion-focused shopping experience with a sporty, dynamic layout aligned with the Cricket World Cup season.
Objectives
Deliver a performance-focused revamp of Flipkart’s SportsHub to reflect current sports trends, customer shopping goals, and seasonal campaigns like the Cricket World Cup—while enhancing discoverability across categories like fitness, outdoor, training, equipment, and sportswear.
My Responsibilities
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Store Re-Architecture:
Restructured user flow and content hierarchy to create a seamless discovery experience for both casual and goal-driven sports shoppers.
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Theme Development:
Designed a World Cup-themed experience using bolder colors, high-action visuals, and sporty typography.
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Visual UI Design & Ideation:
Developed layouts for multiple new modules: Name The Game, Cricket Zone, Training Gear, Goal-Based Shopping, Brand Drops, Shop By Sport.
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Interaction Additions:
Integrated GIFs, motion elements, and icon-based segments for dynamic storytelling.
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Cross-Team Collaboration:
Coordinated with category managers, copywriters, and performance teams to align layout with product priorities and CTR goals.
Flipkart Winter Storefront
Role: UI/UX Designer & Visual Strategist
Type: Thematic Campaign Store | Seasonal Collection
Project Name: Flipkart Fashion – Winter Must-Haves Store
Goal: Build a seasonally themed shopping destination that drives high conversions for winter fashion essentials, catering to varied climates and styles across India.
Objectives
Design an intuitive, visually compelling storefront for Flipkart's winter sale, showcasing light to heavy winterwear with clear segmentation and rich imagery to drive engagement and ease of shopping.
My Responsibilities
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Store Concept & Content Structure:
Designed a climate-specific shopping flow that segmented products into “Heavy” and “Light” winterwear categories.
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Visual UX Strategy:
Curated bold imagery, thematic backdrops, icon-based filters, and engaging banners.
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Wireframing & Hierarchy Planning:
Created a layered user journey from trending offers → weather-based categories → brands → detailed product picks.
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Collaborative Execution:
Aligned closely with business, content, and creative teams for merchandising logic, offers display, and seasonal brand promotion.
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QC, Testing & Launch:
Ensured consistent quality in design language, visual flow, mobile responsiveness, and final execution.
Flipkart Grand Festive Bazaar
Role: Lead UI/UX Designer & Visual Conceptualizer
Type: Festive Campaign Store | Ethnic Wear & Seasonal Shopping
Project: Big Billion Days – Ethnic Fashion & Gifting Campaign
Goal: Build an emotionally resonant and conversion-optimized festive store experience, capturing the spirit of Indian festivals while highlighting 10K+ ethnic styles and deals.
Objectives
Design a celebratory campaign page to kick off Flipkart’s Big Billion Days with an ethnic theme, focusing on festive apparel, family appeal, and high-visibility promotions (up to 80% off). The store had to emotionally connect across age groups, gifting categories, and traditional preferences.
UX Outcomes & Visual Success
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Emotional Hook: Microcopy + festive visuals increased time-on-page
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Conversion Goal Alignment: Easy access to top-selling lehengas with price & discount callouts
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Visual Impact: One of the most festive and culturally vibrant pages launched during BBD
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Tools Used: Figma, Photoshop, After Effects (for GIFs), Flipkart CMS
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Launch Timing: Prior to Big Billion Days Festival Campaign – Q4 2023
