!Problem
90% of baskets sit in the Rs 200-499 band and 70% of users stop adding items once free delivery is reached.
→Approach
Primary survey plus secondary research, 4 behavioural segments, and a 5 Whys root cause: the product is built for fast retrieval, not basket building. Designed AI Shopkeeper, 60-Second Flash Shelf and a brand-funded Mystery Box.
✓Outcome
RICE ranked Mystery Box first as a margin-safe quick win. Now/Next/Later roadmap with AOV uplift as North Star (target +15-20%) and a session-to-order guardrail metric.
Key frameworks
User ResearchSegmentation5 WhysRICERoadmapKPIs