Cart Revamp Process · Supertails

Appendix

The evidence behind the decisions.

Documented inputs are credible design evidence. They are not a substitute for participant research, and nothing here is presented as research findings.

A · Proto-personas

Two shopping modes. One adaptable cart.

Evidence-informed · not validated segments

Persona 01

The Busy Repeat Buyer

Context: Reorders familiar pet essentials, sometimes on short notice.
Motivation: Keep supplies predictable with minimal effort.
Behavior: Scans EDD. Expects saved address and payment to remain useful.
Friction: Split deliveries and repeated checkout actions.
Expectation: Quickly understand arrival and continue with confidence.

Persona 02

The Value-Seeking Planner

Context: Reviews price and available offers before committing.
Motivation: Know the final amount is justified.
Behavior: Compares coupon benefits and checks the summary.
Friction: Ambiguous applied states or unexplained price changes.
Expectation: See what is saved, why, and what remains payable.

Cross-cutting need: either persona may buy pharmacy products and need a clear prescription recovery path.

B · Competitive learnings

Borrow principles, not screens.

Historical references · not a current audit

References

Pattern / strength

Transfer limitation

Learning for Supertails

Blinkit · Zepto · Instamart

Prominent EDD and speed cues support rapid scanning.

Speed messaging must reflect local availability and fulfillment.

Standardize NOW / FAST / EXPRESS / STANDARD.

Amazon · Amazon Now · Flipkart

Split-delivery models and saved checkout states explain complexity.

A shared date does not imply a shared shipment.

Preserve delivery identity even when EDD matches.

Zomato · Swiggy

Explicit coupon benefit and applied-state feedback make savings legible.

Promotional emphasis can obscure the final payable amount.

Show monetary impact beside the coupon state.

Myntra · Nykaa

Compact product hierarchy keeps price and key attributes scannable.

Density must preserve quantity and removal affordances.

Reduce product-tile weight; keep usable controls.

Limitations are design trade-offs for Supertails, not verified competitor defects. Also taken forward: pet-commerce-specific delivery and product information.

C · Primary research

A validation plan, ready to run.

Proposed · not yet run · no results claimed

Participant mix

5–8 moderated sessions

New and returning shoppers, repeat essentials buyers, coupon-focused shoppers and pharmacy purchasers.

Research goal

Explain it without help

Can shoppers explain their deliveries, savings and next checkout action without assistance?

Session approach

15–20 minutes each

Realistic matched carts. Counterbalance old and new order where practical. Record consented task behavior.

Task

Question to ask

Signal to record

Review a split cart

How many deliveries? Which items arrive together?

Correct group and EDD explanation; hesitation.

Choose and apply a coupon

What changed in the payable total?

Discoverability, successful application, attribution.

Resolve pharmacy + address states

What is required now? What happens after upload?

Recovery success; mistaken delivery assumptions.

Select payment and continue

What do you expect the next tap to do?

Time, redundant taps, errors and confidence.

D · Explorations

The drafts expanded from layout to behavior.

Actual draft boards

First draft board: four cart variants with prescription block, delivery groups and bill summary — **First draft**
Early cart variants explore product rows, delivery messaging and supporting modules.

Second draft board: five cart variants moving gifts, coupons and prescription content — **Second draft**
Alternative states develop the relationship between delivery, pharmacy and coupon content.

Final board: carts with and without pharmacy items, plus delivery explanation sheets — **Final draft board**
Supporting states and overlays. Parity with the shipped app still needs review.

Review rationale for the drafts is synthesized from the project page; no undocumented test winner is claimed.

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