Paytm Mall - Icons for Inline Filters
Paytm Mall is one of the online shopping app. It offers over 65 million products across multiple categories from clothing, footwear, accessories for men, women & kids, home & kitchen appliances, electronics, mobiles, refurbished gadgets to your daily groceries & essentials.
Brief - Define icon style for inline filters across categories and design icons for inline filters for women clothing product search page. Inline filters will help the users browse through the wide range of products.
Why Visual Filters? - Visual filters will help user to narrow down to the product they are looking for with minimal cognitive load and maximum understanding. Visual filters are important as lifestyle categories are long tail with multitude of styles and a visual cue ( icon) would help users to seamlessly browse instead of making an attempt to understand the keywords mentioned in the filter sections.
Process - The first step was to figure out what style of icons will work better in the placeholder which is dedicated for the inline filters icons. I tried a few different variations keeping in mind the brand colors.
Post discussions with the stakeholders, I went ahead with presented style. The reasons for choosing this particular style over other explored variations were
- Better visibility in limited real estate without taking away much attention from other prominent sections of the app screen
- They blended well with the existing design of app screen
Icon style exploration
The second step was to research about different clothing style - sleeve type, neck type, top type etc. This helped me in knowing which details to keep in the icons & what can be excluded without cluttering the icons too much.
Icons for Paytm Mall Inline Filters
The final step was to scale the icon set for multiple categories while keeping it consistent throughout.
With each step, there was an approval process from other stakeholders involved to ensure stakeholder alignment and thereby reducing rework because of surprise feedback.
While the work shown here is largely for women category, the style that I finalised was adopted by other designers who worked on inline filters for men/kids and other categories.
