JioMart Search Revamp Case Study

Client

JioMart

Service

UX Writing

Industry

Content Writing

Year

2025

About the client

JioMart, the e-commerce arm of Reliance Retail, is a fast-growing platform that combines the reach of India’s largest retail conglomerate with the scale of digital commerce. With the launch of the JioMart Mall, the platform aimed to bring together all its retail brands—Ajio, Netmeds, Reliance Digital, Tira, Smart Bazaar, and Reliance Jewels—under one digital umbrella, offering users a seamless, unified shopping experience.

To power this vision, JioMart needed to rethink its search experience—transforming it from a standalone product listing tool to a universal, intuitive, and intelligent search engine for the entire JioMart Mall ecosystem.

The challenge

A fragmented user experience and limited contextual search meant users often struggled to find what they were looking for—especially across different store verticals. The search bar didn’t reflect the scale and diversity of the JioMart Mall.

Key challenges included:

  1. Isolated search results: Users searching for products saw results only from a single store (e.g., grocery), missing out on relevant options from fashion (Ajio), wellness (Netmeds), or electronics (Reliance Digital).

  2. Lack of smart suggestions: Typing partial or brand-specific keywords (e.g., “Ashir”) didn’t return contextual or categorized results, leading to a poor discovery experience.

  3. No category-level guidance: There was no breakdown by categories, similar products, or brands, limiting product exploration and cross-sell opportunities.

  4. Disconnected UI: Visually, the search page lacked clarity and hierarchy—making it difficult to parse multi-brand results at a glance.

Objectives

My primary goal was to collaborate with Design, Product, and Research team in ideating a universal, intelligent, and cross-brand search experience along with copy enhancements for JioMart Mall, delivering both scale and precision. Here are some of the objectives we defined after intense brainstorming sessions and benchmarking with Swiggy, Amazon, FLipkart, and others:

  1. Unified search: Consolidate product discovery across all JioMart Mall stores in one seamless interface.

  2. Contextual relevance: Deliver accurate, real-time suggestions for keywords—ranging from full product names to partial inputs.

  3. Category and brand visibility: Show results grouped under multiple categories like Products, Brands, Stores, and Categories.

  4. Enhanced UX/UI clarity: Create a visually intuitive layout that guides the user effortlessly through results from different verticals.

Approach

A user-first, search experience overhaul was planned and executed in collaboration with product, design, and engineering teams:

  1. User journey mapping: We studied existing user behavior and drop-offs in the search funnel. Benchmarked best practices from leading e-commerce platforms like Amazon, Flipkart, and Nykaa.

  2. Search taxonomy overhaul: Built a new data architecture supporting real-time, predictive search results that auto-suggest across:

    • Product variations (e.g., Ashirvaad 1 kg, 2 kg, 5 kg)

    • Cross-brand results (e.g., Atta from Fortune, Pillsbury)

    • Related categories (e.g., Flour, Dessert Ingredients, Electronics)

    • Alternate stores (e.g., Smart Bazaar, Reliance Digital)

  3. Result clustering: We developed content grouping logic:

    • By Store: Show matching results from Ajio, Netmeds, Smart Bazaar, etc.

    • By Brand: Highlight matching and similar brands.

    • By Category: Let users explore relevant departments like Staples, Personal Care, Home Essentials, Electronics, Jewelry, etc.

  4. UI/UX revamp: Worked closely with design team to introduce:

    • Search results in different variations.

    • Horizontal chips for Products, Categories, Brands, and Stores.

    • Thumbnail-rich listings for better glanceability.

    • Product cards for quick add to cart

  5. Copywriting & Micro-copy: This is where I was leading independently to create context-aware micro-copy: “Similar products in all stores"

Key deliverables

On UI/UX front:

  1. Search input behavior:

    • Enabled predictive search for partial inputs like “Ashir”

    • Showed auto-suggestions by product, brand, and category instantly

  2. Results grouping:

    • Clear, tab-based grouping of results into:

      • Product Matches

      • Available in Stores (Ajio, Tira, Smart Bazaar, etc.)

      • Similar Brands

      • Related Categories

  3. UI framework:

    • Implemented clean search layout with smart cards and visual tagging (e.g., “Ajio”, “Smart Bazaar”)

    • Ensured mobile responsiveness for search-heavy behavior on mobile apps

  4. SEO metadata tagging:

    • Ensured search terms, popular categories, and auto-complete phrases were SEO-optimized for increased organic reach

On the copy front:

  1. Unified Search Messaging

  • Crafted search place holder text for non-typed state
    “Search for Grocery, Electronics, Medicines, etc. (This category texts will keep changing after 2 seconds), with the loop end with "in JioMart”.

  • For typed state when you tap in search: "Search in JioMart"

  1. Smart auto-suggestions

  • Developed real-time, predictive keyword suggestions for partial inputs like “Ashir”:

    “Ashirvaad Atta 5kg”, “Ashirvaad Sugar Control Atta”, “Ashirvaad Flour Combo Packs”

  • Added copy cues under each suggestion like:
    “Available in 4 stores”, “Similar brands: Fortune, Pillsbury”

  1. Contextual microcopy

  • Introduced action-focused hints and labels across the search experience: “Looking for something specific? Start typing…”, “Similar products in Smart Bazaar & Netmeds”, “Popular in Atta & Baking Categories”, “Explore more from this brand”

  1. Category tags & labels

  • Created copy for intelligent result grouping - Categories: Atta, Desserts, Flour, Organic Staples, Brands: Ashirvaad, Pillsbury, Aashirwad Organic, Stores: Smart Bazaar, Netmeds, Reliance Digital

  1. Cross-store clarity

  • Added simple, brand-aligned copy to guide users through cross-store listings: “Health Picks from Netmeds”, “Found in Ajio under Wellness Accessories”

  1. Call-to-Action Prompts

  • Wrote short CTAs for enhanced engagement: “Similar products in all stores”, “Similar brands”



Conclusion

Search isn’t just a feature—it’s the gateway to everything a user can do on an e-commerce platform. By reimagining search as a smart discovery assistant across JioMart Mall’s vast ecosystem, I helped turn confusion into clarity, and intent into action.

Let’s build digital journeys where one word opens up a world of possibilities.