Ajio is an e-commerce platform that I have focused on one aspect of the search functionality: 'No Results Page'
01. Why Ajio?
Here are the reasons I chose Ajio:
Overall traffic and ranking are good: According to Similar web and Statista, Ajio has roughly 20.5 million people visiting the website and mobile app in 2025. It ranked #2 in the lifestyle (fashion and Apparel) category in 2024.
Search was a major source of its traffic: Search Roughly 64% of the total traffic relies on search. But here's the catch, the platform has a bounce rate of 57%. And an average visit usually lasts for 3 minutes.
Personal experience: I being a customer, also faced significant issues on the app like not being able to find products, reaching a dead-end page with no way out.
2. Conducting research and gathering insights
I talked to a few friends who used the app and read reviews on the Play Store/Apple store. And this is what i found:
User faced difficulty in finding products. They say the search functionality is not comprehensive and intuitive.
Others complained that they could not view or add products to the Wishlist.
Users complain that colour shape and quantity are often not what is shown in the image.
Searching for a product is futile as it does not display useful results and shows an almost blank screen
3. User behaviour
With the reviews and feedback, i created an empathy map to visualize the user behavior, map out their needs and aid decision making.
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4. The solution
These concerns of the customer can be addressed with simple content solutions:
Non-intuitive search: Let's say the user comes and searches for a product but does not find it, we can provide the user with an option to do an image search. This helps her find an exact match or at least a related results.
No authentic product reviews: A customer should be able to view reviews of the product, along with the images. They are segregated according to category - product quality, Delivery & returns, Customer service, App & website experience with ratings against them.
issues with replacement & refund: Clearly communicate the return & refund policy for each product in simplified point version on the landing and checkout page. A clear resolution for customers (Chat option, toll free number & an email) with real time updates in form of a tracker.
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