doing at snapdeal is taking these real world problems and solving them as computer science problems that is the only way we can address these issues at scale that way if tomorrow we double the number of our product categories we can scale our algorithms with them we have taken a lot of problems we needed to solve with respect to customer and seller experience and reframed them as technology applications we are trying to build one of worlds best technology teams how did you go about giving the snapdeal web and mobile app an all new look before implementing the all new user interface we did a formal survey to take feedback from users the first feedback we got was that we needed to declutter another thing we discovered was that our customers wanted all the decision making attributes pertaining to a product in a single space lastly our customers told us that we should make our apps more about the product offerings and less about the offers per say we took all these factors into consideration while designing our new ui we did not go overboard on features because we dont want to do it all in one launch we want to proceed stepbystep also any plans of going apponly the mobile revolution is not lost on anyone but we need to see that it is not the only interface that people use they mix and match their screens we want to continue giving that choice to our customers so even as our mobile app has become more and more stable out web experience has also seen significant improvement the crash rate of the snapdeal app as of now is less than 1 while the industry average is close to 4 every metric went up with this new ui i spend a lot of time in figuring out what matters to the users rather than what attracts them we want to drive our whole team to think on those lines how has your experience of working in the ecommerce industry been so far was it an easy decision to make i think we in india are hugely overestimating the impact of ecommerce in the short term and hugely underestimating in the long term for instance the most underutilized asset in the ecommerce space today is data and we are one vertical that can use a lot of information to better the customer experience in terms of personalization etc our constant endeavor should be to figure out what gives value vs what serves as a distraction a lot of people ask me why i came back and how i coped up growing up in india i think i have tried to make decisions as and decisions rather than or decisions and i think india is now at a point where people can make it an and decision today in india we can work local and build global we can have scale and have an impact i think this is