Flipkart Product Strategy to Attract and Retain Senior Shoppers Over 60
Company: Flipkart
Role: Product Manager
Category: Product Design & Strategy
Difficulty: medium
Interview Round: Other
You are a product manager at Flipkart, the Indian e-commerce marketplace. The company has made it a goal to bring more customers who are older than 60 onto the platform. How would you approach this, and what would you do?
```hint Follow one shopper end to end
Trace a single older shopper from first hearing about the app to placing a second order, and mark each step where they depend on something other than the app itself, such as a person, a payment habit or the delivery moment.
```
### Clarifying Questions
- Does "growing the user base" mean more installs and sign-ups, more people over 60 placing a first order, or more of them who keep ordering, and is there a target or deadline?
- Should the focus be urban seniors with their own smartphones, seniors in smaller towns, or those who already shop through a family member's account?
- Is the scope the whole marketplace or particular categories such as health, home or daily essentials?
- Do we know today which customers are over 60, or would we have to infer it, and what consent rules apply to collecting age?
### What a Strong Answer Covers
- A goal that ties sign-ups to repeat purchasing, and a reason the company might want this segment.
- Segmentation of shoppers over 60 by tech comfort, device ownership and reliance on family, with one segment chosen and justified.
- Pain points across the journey: installing and signing up, finding products, trusting quality and payment, returns and support.
- Prioritized solutions with explicit impact-versus-effort reasoning, including at least one idea that works outside the app screen.
- Success metrics with guardrails, and risks such as scams aimed at older users or an experience that feels patronizing.
### Follow-up Questions
- Many seniors already shop through a child's account. Does moving them onto their own account help Flipkart, and how would you measure it?
- How would you give this segment a simpler experience without fragmenting the app or labeling people as old?
- Older users are frequent targets of payment scams. What safeguards would you add without adding friction for everyone?
Overview: A product strategy prompt asking how a Flipkart product manager would grow the number of shoppers older than 60. It tests segmenting older users by digital comfort and family support, mapping journey pain points from sign-up to returns, prioritizing solutions and defining success metrics with guardrails.