Buysmaart is a product search engine that uses artificial intelligence (AI) and personalisation to help you make better buying decisions. By rating over 1000's of products per category and processing over a million user reviews, Buysmaart  helps users save time and money by recommending products that exactly fit for their needs - so that they pay only for the features they use.



Users today have access to excessive information. The Internet though is a boon, now it is also a platform that confuses buyers with so many choices. While designing the Buysmaart platform, the fundamental design problem was to ease the user searches and help them make the right buying decisions for high end electronic gadgets such as smartphones, tablets, and laptops. 



I was the only designer hired to handle this project. I worked with Buysmaart for 2 years as a full time employee. Being one among the early hires of this startup I had the freedom and time to do a lot of experiments on this project. I designed the product from scratch. I have handled User Research, Wireframing , visual designs, Interaction design and Usability Testing. Kind of end-to-end user experience.



As part of the research I started talking to the people / listening to the stories about their buying behaviors. It’s crucial for this project to understand how people take buying decisions. How do they research and extract the data to find insights that trigger their decisions? What I have discovered was ‘Buying is easy but choosing is hard’

Buying is easy

Users who were at the bottom of the sales funnel had already carried in-depth research and had very clear ideas as to product, delivery, pricing, returns etc. A few of the responses that I received were:

  • I already know what I want to buy
  • Just give me the best price
  • Make my buying convenient
  • Make my delivery quick 
  • Make my returns easy
But Choosing is hard

Users at the top and middle of the sales funnel were extremely confused as a few of them either knew their budget, or the brands they wanted to explore but due to excessive information they were lost in the process. A few of the responses that I received were:

  • I know what I am looking for
  • Understand my needs
  • Surface only relevant products
  • Help me choose the right product for me

I have discovered that buying is a four step process 
Need > Discover > Compare > Buy


Problems that users are facing while taking buying decision.

Finding a product based on their usage & preferences
Too many choices that confuses them to pick the right one
Reading thousands of reviews to make a decision on a particular product
Finding the best price for the product that they wish to buy




Products are separated based on the usage patterns of the users, which means there are separate sections for the best camera phone, gaming phone, battery phones, etc.

This categorization helps users to pick the right bucket to explore based on their usage patterns.

Smaart Pulse & Tag-based Reviews

This feature highlights the negative and positive aspects of the most significant specifications of the product based on  users review. It also shows the overall sentiments  of the users with the product. The tag-based view provides easy access to read reviews on a particular feature of the product amongst a hundred others.

This helps save a lot of time on research.

Product Summary Cards

Card style layout helps people give a bird eye view of all the important product features.  The Buysmaart score and Smartpulse feature adds to the ease of understanding. 

Buysmaart Score

The buysmaart score is an average of specification and sentiment score. It quickly builds on the user's confidence and gives them a quick understanding of the product.

Preference-based Search

A user can filter the product based on the importance of product features for them. It helps users to shortlist a product with ease. 

Price Comparison Widget

The price comparison widget aggregates prices of the product from different e-commerce sites. This saves a lot of money ensuring that they get the best available offer. 

Summary Product Cards

This section visualizes the products' important features in card view, which will help the consumers to know about the phone at a single glance. The Buysmaart score and Smartpulse feature along with key specifications, will also be shown.

Price Comparison Widgets

Users are visiting several ecommerce sites to find the best price for the product that they wish to buy. To solve that problem I have included price comparison widget so that user can see who is offering best price within seconds and can save his money.





I tested the product at various stages of the project.

Lo-fi prototypes were tested with the stakeholders to get feedback on the functionality, content, and interactivity of the product. I have tested the visual designs also at various stages. For some of the sessions I have used for the first time and it was very helpful.


This form is the heart of the application. As a designer I wanted to take the user to the next page to explore the solution for their problem, But for that I had to encourage users to act upon this form to gather their requirements.

I always believe that the interaction between the system and the user should be like a conversation to deliver a great experience. I did an experiment with conventional form design pattern and Natural language for design pattern. NLP is the winner.

User Engagement increased by 23% after implementing Natural Language Form.



Hike in Conversion

With the new design, conversion rate increased from 1% to 3%

Client Aquisition

Flipkart , Mars & Biophore are using our product as a service to enhance their UX.