The Jury Awards Experience
Designing an end-to-end awards ecosystem across discovery, submissions, jury evaluation & administration.
Role
Role
Product Designer
Product Designer
Client
Client
Flipkart Ads
Flipkart Ads
Platform
Platform
Desktop Web
Timeline
10 weeks
10 weeks
OVERVIEW
OVERVIEW
From an awards website to a complete digital ecosystem
Flipkart Ads’ Jury Awards celebrates high-impact campaigns created using Flipkart Ads. I worked across two phases—first redesigning the public awards experience, then extending it into a role-based platform for participants, jurors, and administrators.
The result was a connected experience spanning discovery, submission, evaluation, rankings, and winner confirmation.
Flipkart Ads’ Jury Awards celebrates high-impact campaigns created using Flipkart Ads. I worked across two phases—first redesigning the public awards experience, then extending it into a role-based platform for participants, jurors, and administrators.
The result was a connected experience spanning discovery, submission, evaluation, rankings, and winner confirmation.
Flipkart Ads’ Jury Awards celebrates high-impact campaigns created using Flipkart Ads. I worked across two phases—first redesigning the public awards experience, then extending it into a role-based platform for participants, jurors, and administrators.
The result was a connected experience spanning discovery, submission, evaluation, rankings, and winner confirmation.
THE CHALLENGE
THE CHALLENGE
The awards experience needed to work for both celebration and operations.
The original website communicated the awards, but the full journey extended far beyond discovery. Participants needed guidance, jurors needed a focused evaluation experience, and administrators needed visibility across the entire awards lifecycle.
The awards experience needed to work for both celebration and operations.
The original website communicated the awards, but the full journey extended far beyond discovery. Participants needed guidance, jurors needed a focused evaluation experience, and administrators needed visibility across the entire awards lifecycle.
The awards experience needed to work for both celebration and operations.
The original website communicated the awards, but the full journey extended far beyond discovery. Participants needed guidance, jurors needed a focused evaluation experience, and administrators needed visibility across the entire awards lifecycle.
How might we turn an informational awards website into a scalable experience for participation, evaluation, and governance?
How might we turn an informational awards website into a scalable experience for participation, evaluation, and governance?
KEY PROBLEMS IDENTIFIED
KEY PROBLEMS IDENTIFIED
Entrants needed to understand eligibility, categories, timelines & submission expectations quickly.
Complex information
Entrants needed to understand eligibility, categories, timelines & submission expectations quickly.
Complex information
Entrants needed to understand eligibility, categories, timelines & submission expectations quickly.
Complex information
The campaign entry required substantial information and evidence across multiple sections.
Overwhelming submission
The campaign entry required substantial information and evidence across multiple sections.
Overwhelming submission
The campaign entry required substantial information and evidence across multiple sections.
Overwhelming submission
Participants, jurors & admins interacted with the same entry, but had very different responsibilities.
Role complexity
Participants, jurors & admins interacted with the same entry, but had very different responsibilities.
Role complexity
Participants, jurors & admins interacted with the same entry, but had very different responsibilities.
Role complexity
Managing submissions, assignments, judging, rankings & winners required a more connected system.
Limited operational visibility
Managing submissions, assignments, judging, rankings & winners required a more connected system.
Limited operational visibility
Managing submissions, assignments, judging, rankings & winners required a more connected system.
Limited operational visibility
DESIGN GOALS
DESIGN GOALS
Make the awards easier to understand, easier to enter, and easier to run.
Make the awards easier to understand, easier to enter, and easier to run.
Make the awards easier to understand, easier to enter, and easier to run.
(01)
Clarify the journey
Structure information around how participants discover and enter the awards.
(01)
Clarify the journey
Structure information around how participants discover and enter the awards.
(02)
Guide better submissions
Turn the campaign entry into a clear, structured case-study experience.
(02)
Guide better submissions
Turn the campaign entry into a clear, structured case-study experience.
(03)
Design for each role
Give participants guidance, jurors focus, and admins control.
(03)
Design for each role
Give participants guidance, jurors focus, and admins control.
(04)
Make system state visible
Connect submission, verification, evaluation, ranking, and finalisation.
(04)
Make system state visible
Connect submission, verification, evaluation, ranking, and finalisation.
TARGET AUDIENCE
TARGET AUDIENCE
Three roles. One connected awards system.
Participants
Discover the awards, prepare their campaign & submit an entry.
Participants
Discover the awards, prepare their campaign & submit an entry.
Jurors
Review assigned campaigns and evaluate them against a consistent framework.
Jurors
Review assigned campaigns and evaluate them against a consistent framework.
Administrators
Manage entries, categories, jurors, judging progress, rankings & winners.
Administrators
Manage entries, categories, jurors, judging progress, rankings & winners.
RESEARCH & DISCOVERY
RESEARCH & DISCOVERY
Understanding the awards lifecycle.
To design beyond the public website, I mapped the existing experience and the operational journey behind it, identifying the needs of participants, jurors & administrators.
To design beyond the public website, I mapped the existing experience and the operational journey behind it, identifying the needs of participants, jurors & administrators.
Existing Experience
Understanding the previous awards structure and information hierarchy.
Existing Experience
Understanding the previous awards structure and information hierarchy.
Existing Experience
Understanding the previous awards structure and information hierarchy.
Existing Experience
Understanding the previous awards structure and information hierarchy.
Competitive Analysis
Benchmarking the competitor's experiences
Competitive Analysis
Benchmarking the competitor's experiences
Stakeholder Requirements
Mapping operational needs across submissions, judging & administration.
Stakeholder Requirements
Mapping operational needs across submissions, judging & administration.
Empathy Mapping
Understanding how each user interacts with an award entry.
Empathy Mapping
Understanding how each user interacts with an award entry.
Customer Journey Mapping
Customer Journey Mapping
DESIGN APPROACH
DESIGN APPROACH
Design for clarity at every stage.
The experience needed to balance the prestige of an awards program with the efficiency of a utility-heavy product. The public website could be expressive. The portals needed to be focused, structured & task-oriented.
Design for clarity at every stage.
The experience needed to balance the prestige of an awards program with the efficiency of a utility-heavy product. The public website could be expressive. The portals needed to be focused, structured & task-oriented.
Design for clarity at every stage.
The experience needed to balance the prestige of an awards program with the efficiency of a utility-heavy product. The public website could be expressive. The portals needed to be focused, structured & task-oriented.
INFORMATION ARCHITECTURE
INFORMATION ARCHITECTURE
One ecosystem, three focused experiences.
The experience evolved into three role-based products connected by one awards lifecycle: Participant → Admin → Juror
The broader journey became: Discover → Submit → Verify → Assign → Evaluate → Rank → Confirm
One ecosystem, three focused experiences.
The experience evolved into three role-based products connected by one awards lifecycle: Participant → Admin → Juror
The broader journey became: Discover → Submit → Verify → Assign → Evaluate → Rank → Confirm
One ecosystem, three focused experiences.
The experience evolved into three role-based products connected by one awards lifecycle: Participant → Admin → Juror
The broader journey became: Discover → Submit → Verify → Assign → Evaluate → Rank → Confirm
PROPOSED INFORMATION ARCHITECTURE
PROPOSED INFORMATION ARCHITECTURE
PUBLIC EXPERIENCE
PUBLIC EXPERIENCE
Making the awards easier to understand.
**About · Categories · Previous Winners · Important Dates · Submission · Terms & Conditions** The goal was to help visitors quickly understand the program, find where their work belonged, and feel confident enough to participate.
**About · Categories · Previous Winners · Important Dates · Submission · Terms & Conditions** The goal was to help visitors quickly understand the program, find where their work belonged, and feel confident enough to participate.
Categories
Categories
Crediblity
Crediblity
Submission Experience
Submission Experience
Content Structure
Content Structure
ADMIN EXPERIENCE
ADMIN EXPERIENCE
Designing the operational layer.
The admin portal connected the operational parts of the awards program: **Entries · Categories · Eligibility · Jurors · Judging · Rankings · Winners · Exports** Instead of functioning only as a backend, it became the control centre for the awards lifecycle.
The admin portal connected the operational parts of the awards program: **Entries · Categories · Eligibility · Jurors · Judging · Rankings · Winners · Exports** Instead of functioning only as a backend, it became the control centre for the awards lifecycle.
Awards Overview
Awards Overview
Crediblity
Crediblity
Submission Experience
Submission Experience
Content Structure
Content Structure
UI DESIGNS
UI DESIGNS
Clear first, detailed when needed.
Instead of showing every data point upfront, the new interface uses segmented tabs, card-based layouts, reusable drawers, structured detail pages support to help users move from quick scanning into deeper analysis.
Instead of showing every data point upfront, the new interface uses segmented tabs, card-based layouts, reusable drawers, structured detail pages support to help users move from quick scanning into deeper analysis.
Homepage
Daily briefing experience
Homepage
Daily briefing experience
Homepage
Daily briefing experience
Homepage
Daily briefing experience
TESTING & ITERATIONS
TESTING & ITERATIONS
The design was validated through feedback loops with users and stakeholders.
Implementation of alternative brand font & colours
Testing focused on navigation clarity, content comprehension, search behavior, and perceived trust.
The design was validated through feedback loops with users and stakeholders.
Implementation of alternative brand font & colours
Testing focused on navigation clarity, content comprehension, search behavior, and perceived trust.
IMPACT & LEARNINGS
IMPACT & LEARNINGS
My contribution sat at the intersection of UX strategy, UI craft, and systems thinking.
I helped translate a dense financial prototype into a more guided product experience by improving navigation, discovery, content hierarchy, and reusable interface patterns.
My contribution sat at the intersection of UX strategy, UI craft, and systems thinking.
I helped translate a dense financial prototype into a more guided product experience by improving navigation, discovery, content hierarchy, and reusable interface patterns.
Testing & showcasing concepts at the Hong Kong FinTech Week.
Testing & showcasing concepts at the Hong Kong FinTech Week.