Taking forward the digital India mission it is essential to design and validate intuitive e-commerce shopping sites before implementation of template so that users can do shopping easily, without any need of special training. We have achieved this in several steps. Documented mental model and behavioral patterns while interacting with shopping site. We have mapped existing shopping site with mental model and as a result problem themes are identified. Guidelines are set from problem themes to design a prototype of e-commerce website. Finally prototype is designed and validated through test by focus groups, heuristic evaluation, guideline review through cognitive walkthrough and usability test using think aloud evaluations.