Impact : 9% increase in weekly order tonnage | CTR on the Entry point increased to 31% from 9%
Throughout the project, I worked closely with these functional stakeholders, collaborating across design, product, business, and engineering. A key part of the process was the constant feedback loop between design product management and business teams to ensure feasibility and alignment.
I was supported by Radhika Mehta, who provided strategic direction and mentorship during key phases, especially around setting up the research structure and documenting as well as presenting it to stakeholders. Her guidance helped shape the overall approach while allowing me to explore, ideate, iterate, contribute, and grow through flexible hands on involvement.
Ninjacart is an agri-tech company that streamlines the supply chain for fresh fruits and vegetables. The ecosystem consists of five key products: ninjacart (our legacy app), ninjaMandi, ninjaKirana, ninjaKisan, and ninjaGlobal.
For this case study, we’ll focus on the ninjacart app - internally known as the SnD app (short for Supply and Demand). It’s a B2B e-commerce platform that connects wholesalers and retailers to fresh produce sourced from ninjacart. Retailers place bulk orders for fruits and vegetables today, and receive their deliveries by tomorrow (next day) morning, within 6.30-8.30 AM.
Our typical user is a 35–60 year old male/female retailer / FnV store owner based in Urban / semi urban India, operating with basic digital literacy. They use a smartphone, typically a budget Android device like Redmi or Vivo, with clear intent rather than exploration.
They communicate in their regional language, and while they can read basic English,