Preathi’s approach
Redesigning Grocery Delivery Checkout
Clarifying Questions
- Are we redesigning only checkout or other flows too?
- Which region are we focusing on?
- Did we make any recent UX changes, and from when is the drop-off happening?
The third question was key, we discovered that adding an itemised bill breakdown 4 months ago increased drop-off from 28% to 40%. More transparency created more confusion.
User Segment
Working professionals in metro cities doing bulk grocery orders, families managing weekly household shopping and shared apartments with 4-5 people splitting groceries. These are Blinkit's highest value users, regularly ordering 25-35 items.
User Journey
User spends 15 minutes building a 30-item cart. Reaches checkout wanting to verify two things, did I add everything I need, and is the total correct? Instead they see a wall of per-item prices, delivery fees, quantities, and offers all competing for attention. They feel overwhelmed, lose confidence, and abandon.
Problem Statement
Large-cart users abandon checkout because reviewing 30+ items with fragmented price, quantity, offer, and delivery fee information creates decision fatigue, making users lose confidence and leave without purchasing.
Solutions
Solution 1 - Smart Shopping List Users create a checklist before shopping. As items are added to cart, the list auto-checks them off. At checkout a banner shows: "You're missing cinnamon sticks, add now?" Eliminates completeness anxiety before checkout.
Solution 2 - Simplified Checkout UI Remove per-item delivery fees, show one consolidated fee at the bottom. Move offers to a collapsible section. Show only item name, quantity, and price per row. Four numbers at the bottom, subtotal, delivery, discount, total. Decision-making reduced by 70%.
Solution 3 - Smart Reorder Mode Group checkout items into three buckets using order history, "Same as last time" (one tap confirms), "You changed these" (review only these), "New additions" (review only these). Instead of 30 decisions, user makes 6-8.
Metrics
North Star: Large cart conversion rate (25+ items) - target 60% → 80% in 3 months.
Supporting:
- Time to checkout completion
- CSAT on bulk order experience
- Cart abandonment recovery rate within 48 hours