Buying protein shouldn't feel like filing taxes
There's a moment in every checkout flow where a customer has already decided to buy — and then the app asks them to pick an address from a page that looks nothing like the one they were just on. That half-second of "wait, where am I" is where a lot of e-commerce revenue quietly dies. That was the moment I went after in the Buy Now journey for HealthKart, the checkout experience that now runs across MuscleBlaze, HKVitals, Gritzo, and the rest of the brand portfolio.
Duration
Sep-Nov, 2025
Client
Healthkart
Primary Skills
#
Conversion Optimization
#
Checkout Experience
#
User Experience
Product background
HealthKart isn't one store. It's a portfolio of stores wearing one skeleton. MuscleBlaze sells whey and creatine to people who already know their macros. HKVitals sells everyday wellness to a broader, less specialist crowd. Gritzo sells child nutrition to parents who are buying on trust, not on gains. Different products, different urgency, different emotional stakes — but historically, one checkout experience trying to serve all three without really fitting any of them. Buy Now exists as the shortcut past the traditional cart: skip the multi-item bag, go straight to "I want this one thing, get out of my way." A user browsing is forgiving. A user in Buy Now is not. HealthKart runs on layered loyalty economics — MB Cash, Gritzo Cash, Premium Membership — stacked on top of standard e-commerce. Every screen in this flow has to earn its place against both a conversion goal and a loyalty-program goal, for four-plus brands, on shared infrastructure. The real design problem was never "make checkout nicer" — it was "make one system flexible enough to be nice for all of them."
Where the leak actually was
Business
A steep drop between Add to Cart and Begin Checkout — the single largest leak in the journey.
Offer redemption varied enormously by brand (MuscleBlaze ~55%, HealthKart ~30%, HKVitals ~37%, Gritzo ~46%).
Premium Membership, a real monetization line, was underselling itself inside the cart.
User
No clarity on which saved address would actually be used.
Coupons applied while browsing disappeared the moment a user logged in.
Pricing cards were dense enough that users couldn't tell what they were actually saving.
Operational
Address selection lived on a separate page, functioning as an unnecessary hard stop.
Multi-shipment orders weren't surfaced clearly — delivery-time expectations were set late or not at all.
Product
The system had to hold true across logged-in and logged-out states, and across brand skins, without forking into separate design debt.
A "Move to Wishlist" button, getting 0.5% clicks and main-character billing.
Address selection, unmerged
Before this redesign, the flow asked a user to make a decision they'd already implicitly made — twice. They'd add an item, then land on a separate "Confirm Address" page, structurally identical to a form, before they could even see what they were paying.
Best-in-class, category by category
The most useful move in the process wasn't inventing new patterns — it was going and looking at who was already solving these exact problems well.
01
Apollo 24/7
Cleanest address-and-checkout merging, plus best-in-class coupon surfacing with a single "best coupon for you" callout instead of a wall of codes.
02
Blinkit
Strongest freebie-card treatment and the clearest multi-shipment breakout — Shipment 1/2, Shipment 2/2 with separate ETAs.
03
Zomato
Made Premium Membership feel worth having with a rich callout, and the cleanest bill-summary pattern: item total, fees, discount, grand total, nothing behind a tooltip.
The insight underneath all of it: users don't need less information, they need it sequenced correctly — what am I buying → what am I saving → where is it going → what am I paying.
Delivery first, savings second, cross-sell last
The information architecture decision that shaped everything else was collapsing address selection into the Review Order screen instead of treating it as a separate step. Once that decision was made, the hierarchy followed a simple logic: delivery promise first, product detail second, savings mechanism third, cross-sell last.
Screens
What this should move
01
Business impact
A meaningfully higher checkout-initiation rate — the funnel data showed this leak was bigger than anything at payment.
02
User impact
Less second-guessing at the moment of purchase — clearer delivery timing, unambiguous address, coupons that survive login.
03
Operational impact
A shared, state-matrix-driven component system should lower the cost of extending this flow to future brands.
