ILLUSTRATION & MOTION

  • indrajeeth

  • jibin joseph

  • midhun mohan

  • sreejith pa

product design

  • Me

  • ajinkya bhagwat

  • hareesh TR

DEVELOPERS

  • karandeep singh

  • pushpak ashwathle

  • deepanshu singhania

/ The Challenge

The primary challenge was to offer the lowest prices across all platforms by allowing users to pay with CRED coins—earned through timely credit card bill payments—thereby enhancing user engagement and providing value. Additionally, the platform needed to encourage exploration over intent-driven shopping, introducing members to products they might not encounter otherwise.

/ our approach

Designing for Discovery and Experimentation

The design approach centered on creating a bespoke user experience with dynamic, template-driven screens. This methodology reduced operational time and facilitated rapid experimentation, essential during the platform's revamp.

/ our approach

A significant design decision was to exclude a search bar, prompting users to spend more time exploring the platform and discovering new products organically.
This strategy aligned with the goal of fostering a discovery-led shopping experience rather than one driven by specific intent.

/ our approach

Essential E-Commerce Building Blocks

The initial phase involved meticulously crafting all essential e-commerce components, with particular attention to the Home page and Product Detail Page (PDP). Each page underwent numerous iterations to ensure a superior visual design, setting the CRED Store apart in the competitive e-commerce landscape. The focus was on creating an immersive shopping experience that not only met functional requirements but also reflected the brand's commitment to sleek, user-friendly design.

/ STEPS FOR SUCCESS

DESIGNING FOR GAMIFICATION

To boost user engagement beyond transactions, various gamification elements were strategically incorporated. The "Deal of the Day" feature significantly increased daily visits and improved retention by providing users with compelling reasons to return frequently.

Other features included "Lucky Strike," a chance-based discount mechanism, and "Brand Stores," offering brands a curated space to showcase products alongside their unique narratives. These features incentivized user behavior and fueled effective campaigns, deepening the connection between users and the platform.

/ Execution at scale

Design Ops : Unifying Brand Experience

To maintain consistency and quality, all operations—including brand guidelines, photography, and campaign creatives—were centralized in-house. Collaborating closely with the operations team, the process was streamlined to manage rapid turnaround times while upholding high design standards.

Establishing strict guidelines from the outset allowed for scalability, enabling external photography and creative studios to contribute without deviating from the core vision. This approach ensured a cohesive brand experience as the platform expanded.

/ OBSERVED IMPACT

Scaling to Serve Millions

Over three years, the CRED Store evolved into a comprehensive e-commerce platform, scaling to serve millions of users. The strategic design and gamification elements not only generated positive revenue but also increased coin burn, making it a crucial component of CRED's offerings. The platform's emphasis on discovery and user engagement fostered a loyal user base, distinguishing it as a curated marketplace in the e-commerce sector.

footnote : getting my hands dirty


This project was my first solo 0-to-1 launch after joining the team. It was unusual to give a 20-year-old complete ownership over a product at CRED's scale, but I'm grateful for the trust. Despite making many mistakes, my team provided support throughout. I learned about design, shipping products, data analysis, and team building. This remains one of my favorite projects for what it taught and eventually made me.

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CRED STORE

STORE IS an exclusive, impulse-driven e-commerce platform for its members, focusing on the discovery of emerging direct-to-consumer (D2C) brands.

ROLE / SR. PRODUCT DESIGNER

UI DESIGN / UX DESIGN / PRODUCT STRATEGY

from 2020-'23 , I helped scale CRED Store from a rewards platform to a full-fledged e-commerce experience, enhancing products, gamification, and engagement.