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Context
Zepto is a quick commerce app in India. To promote the launch of a new beauty category (“All of Beauty”), the app uses a tooltip-style popup that appears contextually while users browse. The tooltip highlights the new category with a promotional offer (₹100 off) and a direct link to explore — making it easy for users to discover and try the new section.
Why This Works
Tooltips are the most contextual and least intrusive way to guide users to new features. It works because (1) The tooltip appears in context — when the user is already browsing, not when they first open the app, (2) A clear value proposition (₹100 off) makes the discovery feel rewarding rather than promotional, (3) The format is dismissible and non-blocking, respecting the user’s primary browsing intent.
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