Swiggy partnered with Flooid to elevate Instamart from a utility-driven quick commerce platform into a more vibrant, discovery-led experience. The objective was to refresh the visual language and introduce engagement-focused features that drive inspiration-based shopping and increase basket value.
Within just over a month, Flooid redesigned the UI framework and conceptualised new experience layers thereby blending commerce, content, and convenience into a more dynamic Instamart ecosystem.
The Challenge
Swiggy wanted to evolve Instamart from a functional quick-commerce platform into a more vibrant, engaging, and discovery-led experience.
The core objectives were:
- Refresh the visual language of the platform
- Introduce seasonal & thematic storytelling (Halloween, Christmas, Winter Beauty, etc.)
- Drive engagement beyond transactional grocery buying
- Enable intuitive product discovery
Instamart wanted to move from utility-first to experience-first, without compromising speed and usability.
Our Approach
1. Redesigning the Visual Language
Flooid led a complete refresh of Instamart’s UI system:
- More vibrant colors and dynamic components
- Modular design blocks to support themed campaigns
- Visual storytelling aligned to seasonal moments
- Enhanced merchandising layouts
We built a scalable design framework that allowed Swiggy’s team to quickly roll out new themes and campaigns without redesigning core structures.
2. Building Engagement Beyond Ecommerce
Instamart had strong transactional performance but the opportunity lay in increasing discovery and inspiration-led shopping.
Flooid ideated and designed new engagement-first features.
Key Features Designed
Weekend Recipes
We conceptualised and designed a curated recipe experience:
- Themed recipe collections (weekend specials, festive menus, winter treats)
- Full ingredient lists directly purchasable on Instamart
- Step-by-step preparation methods
- Embedded add-to-cart functionality
Impact Goal: Transform ingredient discovery into inspiration-led shopping and boost cross-category transactions.
What’s On Your Mind?
A mood-based discovery feature designed to make shopping intuitive and contextual.
- Users could explore grocery bundles based on:
- Mood (Comfort food, Healthy, Indulgent)
- Time of day (Breakfast, Late-night cravings)
- Occasion (Movie night, House party, Festive prep)
Instead of searching product-by-product, users shop by intent and emotion.
Business Objective: Increase average order value through contextual bundling and frictionless discovery.
Instacafe
Flooid designed the Instacafe experience, enabling users to:
- Order pre-cooked snacks and beverages
- Receive delivery within 30 minutes
- Explore curated café-style menus
The experience extended Instamart beyond groceries into ready-to-enjoy consumption, powered by cloud cafes.
Strategic Shift: Move Instamart into micro-occasions and instant gratification categories.
Swiggy Maxx
We designed the experience for Swiggy Maxx, enabling delivery of electronics, baby products, pet care and other eCommerce essentials within one hour of ordering.
Our focus was to:
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- Create a distinct yet cohesive experience within Instamart
- Clearly communicate the 1-hour delivery promise
- Enable intuitive discovery across expanded categories
- Maintain speed and simplicity despite catalog complexity
Swiggy Maxx expanded Instamart beyond groceries, positioning it as a rapid-delivery eCommerce innovator.
Business Outcomes Enabled
Flooid helped Swiggy reimagine Instamart not just as a quick commerce platform but as an interactive, inspiration-driven ecosystem. Key outcomes achieved include:
- More vibrant, brand-aligned Instamart experience
- Scalable seasonal theming framework
- Engagement-led commerce pathways
- Increased potential for basket expansion
- Expanded Instamart’s positioning beyond groceries