Designing a GenZ Fashion Destination
Designing a GenZ Fashion Destination
Designing a GenZ Fashion Destination
How we built a bold, trend-first experience that brought GenZ back to Flipkart
How we built a bold, trend-first experience that brought GenZ back to Flipkart
How we built a bold, trend-first experience that brought GenZ back to Flipkart
The Spark: Why Spoyl Had to Exist
The Spark: Why Spoyl Had to Exist
The Spark: Why Spoyl Had to Exist
“GenZ wants fresh drops, not basic filters”
A market-wide vacuum had emerged. With the ban on Chinese fast-fashion apps like Shein, Indian GenZ users were left with few choices—either turn to expensive global brands or offline street fashion. Flipkart saw an opportunity:
could we create a high-energy, trend-led shopping destination for this new generation of shoppers?
But there was a twist. Flipkart was traditionally seen as functional and value-driven. GenZ, on the other hand, seeks vibe, discovery, and fast fashion. We had to rethink not just what we built, but how it felt.
“GenZ wants fresh drops, not basic filters”
A market-wide vacuum had emerged. With the ban on Chinese fast-fashion apps like Shein, Indian GenZ users were left with few choices—either turn to expensive global brands or offline street fashion. Flipkart saw an opportunity:
could we create a high-energy, trend-led shopping destination for this new generation of shoppers?
But there was a twist. Flipkart was traditionally seen as functional and value-driven. GenZ, on the other hand, seeks vibe, discovery, and fast fashion. We had to rethink not just what we built, but how it felt.
“GenZ wants fresh drops, not basic filters”
A market-wide vacuum had emerged. With the ban on Chinese fast-fashion apps like Shein, Indian GenZ users were left with few choices—either turn to expensive global brands or offline street fashion. Flipkart saw an opportunity:
could we create a high-energy, trend-led shopping destination for this new generation of shoppers?
But there was a twist. Flipkart was traditionally seen as functional and value-driven. GenZ, on the other hand, seeks vibe, discovery, and fast fashion. We had to rethink not just what we built, but how it felt.
Understanding GenZ (And what they wanted)
Understanding GenZ (And what they wanted)
Understanding GenZ (And what they wanted)
“The flipkart app doesn’t excite me… it just feels old.”
We defined Indian GenZ as users born between 1997–2007 across metro, tier 1, 2 and 3 cities. They’re budget-conscious, trend-driven, and shop frequently. But Flipkart’s experience didn’t excite them—it felt outdated, lacking newness, curation, or personality.
In our research, we heard recurring themes:
- “I scroll Instagram or go to Urbanic, not Flipkart.”
- “There’s no vibe. No new stuff.”
- “I want offers, but I also want collections that match my style or mood.”
Key Findings:
- GenZ platforms of choice: Urbanic, H\&M, Zara, Sarojini, Colaba.
- Top UX asks: Curation, community, video content, offer drops.
- Current state: Minimal GenZ presence on Flipkart (1–2 purchases, mostly electronics).
“The flipkart app doesn’t excite me… it just feels old.”
We defined Indian GenZ as users born between 1997–2007 across metro, tier 1, 2 and 3 cities. They’re budget-conscious, trend-driven, and shop frequently. But Flipkart’s experience didn’t excite them—it felt outdated, lacking newness, curation, or personality.
In our research, we heard recurring themes:
- “I scroll Instagram or go to Urbanic, not Flipkart.”
- “There’s no vibe. No new stuff.”
- “I want offers, but I also want collections that match my style or mood.”
Key Findings:
- GenZ platforms of choice: Urbanic, H\&M, Zara, Sarojini, Colaba.
- Top UX asks: Curation, community, video content, offer drops.
- Current state: Minimal GenZ presence on Flipkart (1–2 purchases, mostly electronics).
“The flipkart app doesn’t excite me… it just feels old.”
We defined Indian GenZ as users born between 1997–2007 across metro, tier 1, 2 and 3 cities. They’re budget-conscious, trend-driven, and shop frequently. But Flipkart’s experience didn’t excite them—it felt outdated, lacking newness, curation, or personality.
In our research, we heard recurring themes:
- “I scroll Instagram or go to Urbanic, not Flipkart.”
- “There’s no vibe. No new stuff.”
- “I want offers, but I also want collections that match my style or mood.”
Key Findings:
- GenZ platforms of choice: Urbanic, H\&M, Zara, Sarojini, Colaba.
- Top UX asks: Curation, community, video content, offer drops.
- Current state: Minimal GenZ presence on Flipkart (1–2 purchases, mostly electronics).
Defining the North Star
Defining the North Star
Defining the North Star
We needed to create a destination inside Flipkart that felt entirely new, yet didn't alienate the core app experience.
Experience Principles:
Make it feel fresh—use visual identity, tone, and motion to create excitement.
Design with a GenZ lens—quirky, curated, real.
Don’t just simplify—amplify moments that surprise and delight.
Business & Product Goals:
- Grow GenZ adoption on the Flipkart app.
- Build a scalable destination that could eventually host other categories (home, tech).
- Maintain usability and performance while visually innovating.
We needed to create a destination inside Flipkart that felt entirely new, yet didn't alienate the core app experience.
Experience Principles:
Make it feel fresh—use visual identity, tone, and motion to create excitement.
Design with a GenZ lens—quirky, curated, real.
Don’t just simplify—amplify moments that surprise and delight.
Business & Product Goals:
- Grow GenZ adoption on the Flipkart app.
- Build a scalable destination that could eventually host other categories (home, tech).
- Maintain usability and performance while visually innovating.
We needed to create a destination inside Flipkart that felt entirely new, yet didn't alienate the core app experience.
Experience Principles:
Make it feel fresh—use visual identity, tone, and motion to create excitement.
Design with a GenZ lens—quirky, curated, real.
Don’t just simplify—amplify moments that surprise and delight.
Business & Product Goals:
- Grow GenZ adoption on the Flipkart app.
- Build a scalable destination that could eventually host other categories (home, tech).
- Maintain usability and performance while visually innovating.
Explorations and Versioning
Explorations and Versioning
Explorations and Versioning
I explored wildly—from scroll behaviors to full-screen product browsing to video-only shopping flows. Some of our early concepts didn’t make the cut after usability testing, but they helped shape what did work:
Ideas We Explored:
- New and trendy selection showcases
- Mood-based shopping
- Full-screen influencer videos as product features
- Reels-style swipe shopping
What Stuck:
- A hybrid grid with large hero cards and smaller product tiles
- A dark theme with pops of neon and expressive CTAs
- Drops, flash sales, and themed edits as recurring formats
I explored wildly—from scroll behaviors to full-screen product browsing to video-only shopping flows. Some of our early concepts didn’t make the cut after usability testing, but they helped shape what did work:
Ideas We Explored:
- New and trendy selection showcases
- Mood-based shopping
- Full-screen influencer videos as product features
- Reels-style swipe shopping
What Stuck:
- A hybrid grid with large hero cards and smaller product tiles
- A dark theme with pops of neon and expressive CTAs
- Drops, flash sales, and themed edits as recurring formats
I explored wildly—from scroll behaviors to full-screen product browsing to video-only shopping flows. Some of our early concepts didn’t make the cut after usability testing, but they helped shape what did work:
Ideas We Explored:
- New and trendy selection showcases
- Mood-based shopping
- Full-screen influencer videos as product features
- Reels-style swipe shopping
What Stuck:
- A hybrid grid with large hero cards and smaller product tiles
- A dark theme with pops of neon and expressive CTAs
- Drops, flash sales, and themed edits as recurring formats
The Build: Crafting Spoyl
The Build: Crafting Spoyl
The Build: Crafting Spoyl
“It doesn’t look like Flipkart… and that’s exactly why I clicked.”
Bringing Spoyl to life was a challenge in balancing creative freedom with system constraints. We wanted the design to feel edgy and bold—but had to work within Flipkart’s tech platform.
Design Decisions That Mattered:
- Neo-pop dark theme: Users loved the contrast and vibe.
- Curated merch blocks with mood boards and influencer picks.
- Mini product pages: Trimmed to keep attention focused.
- Short-form content & reviews to build trust and relatability.
We also built a full voice, content, and image guideline that reflected GenZ tone—bold, witty, slightly chaotic but always clear.
“It doesn’t look like Flipkart… and that’s exactly why I clicked.”
Bringing Spoyl to life was a challenge in balancing creative freedom with system constraints. We wanted the design to feel edgy and bold—but had to work within Flipkart’s tech platform.
Design Decisions That Mattered:
- Neo-pop dark theme: Users loved the contrast and vibe.
- Curated merch blocks with mood boards and influencer picks.
- Mini product pages: Trimmed to keep attention focused.
- Short-form content & reviews to build trust and relatability.
We also built a full voice, content, and image guideline that reflected GenZ tone—bold, witty, slightly chaotic but always clear.
“It doesn’t look like Flipkart… and that’s exactly why I clicked.”
Bringing Spoyl to life was a challenge in balancing creative freedom with system constraints. We wanted the design to feel edgy and bold—but had to work within Flipkart’s tech platform.
Design Decisions That Mattered:
- Neo-pop dark theme: Users loved the contrast and vibe.
- Curated merch blocks with mood boards and influencer picks.
- Mini product pages: Trimmed to keep attention focused.
- Short-form content & reviews to build trust and relatability.
We also built a full voice, content, and image guideline that reflected GenZ tone—bold, witty, slightly chaotic but always clear.
Collaborating to Ship It
Collaborating to Ship It
Collaborating to Ship It
As the solo product designer, I collaborated with a merch designer, content designer, and PM. I also worked with researchers, marketers, and engineers. I advocated for users in leadership alignment sessions, helped steer user research, and ran co-creation workshops across design and business teams.
Tradeoffs and Wins:
Fought for: The themed merchandising experience and visual language
Let go: Full UI customizations due to design system constraints
Despite scope cuts, we preserved the soul of the experience.
As the solo product designer, I collaborated with a merch designer, content designer, and PM. I also worked with researchers, marketers, and engineers. I advocated for users in leadership alignment sessions, helped steer user research, and ran co-creation workshops across design and business teams.
Tradeoffs and Wins:
Fought for: The themed merchandising experience and visual language
Let go: Full UI customizations due to design system constraints
Despite scope cuts, we preserved the soul of the experience.
The Outcome
The Outcome
The Outcome
Spoyl generated ₹400 Cr in GMV in just 3 months post-launch.
GenZ adoption on Flipkart rose by 18%.
More than just metrics, it became a talked-about moment internally and in media—a proof that Flipkart could be bold, expressive, and relevant for a younger audience.
Spoyl generated ₹400 Cr in GMV in just 3 months post-launch.
GenZ adoption on Flipkart rose by 18%.
More than just metrics, it became a talked-about moment internally and in media—a proof that Flipkart could be bold, expressive, and relevant for a younger audience.
Looking Back
Looking Back
Looking Back
“Not all projects go live the way you envisioned. But what matters is what you stand by.”
If I had more time, I’d have refined:
- Discovery and entry points
- Cross-flow Spoyl presence across Flipkart
- Dev implementation quality for theming
My Takeaways:
- GenZ isn’t one voice—they’re a spectrum.
- Bold bets require internal alignment as much as design excellence.
- As a designer, you often drive clarity and conviction across teams.
“Not all projects go live the way you envisioned. But what matters is what you stand by.”
If I had more time, I’d have refined:
- Discovery and entry points
- Cross-flow Spoyl presence across Flipkart
- Dev implementation quality for theming
My Takeaways:
- GenZ isn’t one voice—they’re a spectrum.
- Bold bets require internal alignment as much as design excellence.
- As a designer, you often drive clarity and conviction across teams.
Why i'm Proud
Why i'm Proud
Why i'm Proud
I saw this project through from scratch to launch.
I led the design, shaped the voice, influenced leadership, and stood for the user throughout. This wasn’t just a UI project—it was a cultural shift. And the numbers, reactions, and user love proved it worked.
I saw this project through from scratch to launch.
I led the design, shaped the voice, influenced leadership, and stood for the user throughout. This wasn’t just a UI project—it was a cultural shift. And the numbers, reactions, and user love proved it worked.
Final Mic Drop
Final Mic Drop
Final Mic Drop
Would GenZ love it?
They already do—and they made Spoyl one of Flipkart’s most promising experiments in years.
We have also initiated multiple other changes and revamps recently based off of spoyl's success to completely freshen up the app for a younger audience.
Would GenZ love it?
They already do—and they made Spoyl one of Flipkart’s most promising experiments in years.
We have also initiated multiple other changes and revamps recently based off of spoyl's success to completely freshen up the app for a younger audience.
Copywhatever
Copywhatever
Copywhatever
Gouranshi, 2025(just don’t steal)
Gouranshi, 2025(just don’t steal)
Gouranshi, 2025(just don’t steal)