Reimagining Chaldal for the Quick Commerce Era
Grocery, Quick Commerce
2025
Product & Design Lead
Challenge
As the grocery landscape shifts toward Hyper-Local Quick Commerce, user expectations have evolved. Customers now demand 30-minute delivery windows. The challenge was to transform Chaldal from a traditional scheduled grocer into a real-time retail powerhouse without losing the trust of its core user base.
Key UX Goals
Establish Instant Delivery Identity: Clearly communicate the shift to sub 30 minute delivery."
High-Fidelity Transparency: Eliminating "delivery anxiety" by providing granular, real-time tracking from warehouse fulfillment to the final doorstep.
Intuitive Discovery Architecture: Re-engineering the category hierarchy to allow users to navigate between 5,000+ SKUs (from milk to iPhones) with minimal cognitive load.
Immersive Brand Storytelling: Creating "Storefronts within a Store" to allow premium brands to showcase curated collections through rich media and thematic layouts.
Frictionless Exploration
We overhauled the information architecture to support a "browse-friendly" experience. By introducing a nested category system and persistent quick-access tabs, we reduced the average time-to-cart by simplifying how users pivot between diverse product verticals.
Precision Post-Purchase Experience
Trust is built in the final mile. The new tracking interface provides a live map view paired with a milestone-based status bar. We integrated proactive notifications and direct rider communication to ensure the user is always informed, turning a functional necessity into a delightful brand moment.
Brand Page, Product Details, and Notifications
Brand Hubs: Custom-themed environments that allow partners like Dettol or Apple to maintain their brand equity within the Chaldal ecosystem.
Dynamic PDPs: Product Detail Pages now support complex variants (like storage and color for electronics) while maintaining a clean, "add-to-cart" centric layout.
Contextual Notifications: A redesigned notification center that separates transactional alerts from personalized offers, reducing noise and increasing conversion.