A mobile shopping app that helps families in villages and small towns across South India buy premium home appliances — refrigerators, washing machines, air conditioners — that are hard to find locally.
Overview
This is a mobile e-commerce app designed to help people in villages and small towns across South India buy premium home appliances that are often difficult to find locally.
I led the design end-to-end: research, information architecture, user flows, UI design and a full design system, working alongside a Flutter and Node.js engineering team over a 3-month build.
The problem
Many families in small towns genuinely wanted to buy appliances like fridges or washing machines but couldn’t. Stores were too far away, online apps felt complicated, and most people didn’t trust them.
They worried about fake products, losing money, or being unable to return items. Big platforms weren’t available in their local language and often didn’t deliver to their area.
So even though the desire to buy was real, the whole process felt risky and confusing, especially for expensive, considered purchases.
The desire to buy was real. The process felt risky and confusing.
User goals
Business goals
Personas
A decision-making homemaker buying for the household, and a budget-conscious student buying on his own for the first time.
Persona
Lakshmi manages her household while her husband works at a local school. She makes most daily decisions but always discusses major purchases with him. The family has saved for two years to buy a washing machine; hand-washing for four takes 2–3 hours a day.
The nearest electronics store is 60 km away. A visit last year cost ₹800 in bus fare and a full day, only to find limited options and a salesperson using technical terms she didn’t understand.
Persona
Arun is in his third year of engineering, living in a hostel where summer temperatures reach 40°C. He wants an air cooler to make studying bearable, but his parents are hesitant about him making a big purchase alone.
He’s saved ₹8,000 from tutoring and his parents will add ₹7,000 if he finds a good deal. His concern: something genuine, within budget, delivered to his hostel without complications.
IA & user flow
A flat four-section structure designed for low digital literacy: no deep nesting, just a clear path from discovery to checkout.
Every edge case was mapped before a single screen was designed, from no location permission to cash-on-delivery checkout.
Visual system
Typography, colour and spacing chosen for high contrast and legibility, for people with low digital literacy across many screen sizes.
Key decisions
Every major decision traced back to one thing: removing the friction (language, fraud risk, ambiguity) that kept the desire to buy from becoming a completed purchase.
