Redesigning AJIO Shopping Experience
AJIO | 2023
Company overview
AJIO is a digital-first fashion platform by Reliance Retail, offering an extensive range of apparel, accessories, and footwear for men, women, and kids. What sets AJIO apart is its curated blend of international brands, exclusive in-house labels, and fashion-forward collections tailored for Indian consumers. With a bold, trend-conscious identity and a strong focus on value-driven fashion, AJIO has positioned itself as a go-to destination for style seekers looking for variety, affordability, and discovery—all in one platform.
More Stores, Less Clarity
Why we had to redesign navigation before launching anything new
AJIO was rapidly expanding—from Luxe to GenZ-focused Street to influencer-led Ajiogram. But the navigation stayed the same. As new storefronts launched, users struggled to find them—or worse, didn’t even know they existed. In fact, over 60% of users couldn’t recall visiting any store beyond the default AJIO home. We didn’t just need to make room. We needed a system that could scale, flex, and guide.
Project overview
Project Brief
Brief:
Redesign AJIO’s app navigation to support the platform’s growing multi-store ecosystem—including Luxe, Street, and Ajiogram—and establish a scalable, intuitive framework for onboarding new business verticals. The goal was to create a system that could seamlessly handle multiple store identities, adapt to evolving user journeys, and maintain consistency across an expanding product landscape.
Problem:
The existing navigation wasn’t built for scale. It lacked a clear system to switch between stores, buried key actions, and delivered inconsistent user experiences across journeys.
📉 60% of users were unaware of store-specific experiences like Luxe or Street.
Touchpoints like Wishlist and Bag suffered from poor recall and low engagement due to inconsistent placement and iconography.
Goal:
Create a modular navigation system that accommodates current and future stores
Ensure high visibility and accessibility of core user actions
Align the structure with familiar mental models to reduce learning curve and boost retention
Deliver a navigation experience that’s intuitive, delightful, and scalable
Design Approach
Mental Model Framing
Introduced the concept of AJIO as a “fashion mall” with stores, aisles, and showrooms—each with a distinct role.Data + UX Audit
Mapped key actions (Wishlist, Bag, Search, etc.) across the journey and benchmarked them against competitors like Amazon, Flipkart, and Myntra.Touchpoint Prioritization Matrix
Plotted all navigational elements on a 4-quadrant system (priority vs accessibility) to determine placement and visibility logic.Systemic Iteration
Explored top + bottom nav combos, store-switcher models, and home screen logic across 3 design directions.Usability Testing with User Cohorts
Ran comprehension and task-based testing with Luxe shoppers, AJIO loyalists, Gen Z users (Ajiogram), and new-to-AJIO users.
🔍 Want to Dive Deeper?
The complete project case study—including audit details, wireframes, iterations, stakeholder notes, and usability testing—is available in the extended deck.
