Case Study
Case Study
Case Study
From Confusion to Conversion
From Confusion to Conversion
From Confusion to Conversion
Revamping a high-traffic mobile screen to guide users, introduce a new service, and increase leads
Revamping a high-traffic mobile screen to guide users, introduce a new service, and increase leads
Revamping a high-traffic mobile screen to guide users, introduce a new service, and increase leads
My Role
My Role
Product Designer
Product Designer
Product Designer
Timeline
Timeline
2 months
2 months
2 months
Platform
Platform
Mobile App
Mobile App
Mobile App
Skills
Skills
Product design
Stakeholder management
Interactive prototyping
User research & testing
Product design
Stakeholder management
Interactive prototyping
User research & testing
Product design
Stakeholder management
Interactive prototyping
User research & testing
TL;DR
Problem: Low interaction & confusion on the add-ons screen (service cards unclear).
Opportunity: Introduce Infinity — first-time app vertical of bundled VAS at a discount.
Approach: 14 user interviews → redesign copy, placement, bundle visuals.
Result: 9% increase in service enquiries, 4.5% users also showed interest in new introduced brand vertical.
TL;DR
Problem: Low interaction & confusion on the add-ons screen (service cards unclear).
Opportunity: Introduce Infinity — first-time app vertical of bundled VAS at a discount.
Approach: 14 user interviews → redesign copy, placement, bundle visuals.
Result: 9% increase in service enquiries, 4.5% users also showed interest in new introduced brand vertical.
TL;DR
Problem: Low interaction & confusion on the add-ons screen (service cards unclear).
Opportunity: Introduce Infinity — first-time app vertical of bundled VAS at a discount.
Approach: 14 user interviews → redesign copy, placement, bundle visuals.
Result: 9% increase in service enquiries, 4.5% users also showed interest in new introduced brand vertical.
The Problem
The Problem
The Problem
30% users landed on the Explore page, but didn’t know what to do next. Only 2.88% users initiated any action on the page.
Our challenge was to rebuild the experience to feel clear, personal, and valuable — not just redesigned, but reimagined.
30% users landed on the Explore page, but didn’t know what to do next. Only 2.88% users initiated any action on the page.
Our challenge was to rebuild the experience to feel clear, personal, and valuable — not just redesigned, but reimagined.
30% users landed on the Explore page, but didn’t know what to do next. Only 2.88% users initiated any action on the page.
Our challenge was to rebuild the experience to feel clear, personal, and valuable — not just redesigned, but reimagined.
Goals
Goals
Goals
Increase interaction and enquiry conversion from the Explore screen (the screen featured Value Added Services).
Launch and validate Infinity — a new vertical of discounted bundled VAS (Value Added Services) — by testing visibility, messaging, and placement to decide whether and how to scale it.
Increase interaction and enquiry conversion from the Explore screen (the screen featured Value Added Services).
Launch and validate Infinity — a new vertical of discounted bundled VAS (Value Added Services) — by testing visibility, messaging, and placement to decide whether and how to scale it.
Increase interaction and enquiry conversion from the Explore screen (the screen featured Value Added Services).
Launch and validate Infinity — a new vertical of discounted bundled VAS (Value Added Services) — by testing visibility, messaging, and placement to decide whether and how to scale it.
My Approach
My Approach
My Approach
.
Research
Research
Research
Spoke with 14 users and analyzed why 30% who landed on the Explore (VAS) page didn’t act — only 2.88% initiated an enquiry.
Spoke with 14 users and analyzed why 30% who landed on the Explore (VAS) page didn’t act — only 2.88% initiated an enquiry.
Spoke with 14 users and analyzed why 30% who landed on the Explore (VAS) page didn’t act — only 2.88% initiated an enquiry.
Data Analysis
Data Analysis
Data Analysis
Gathered insights from CleverTap, Microsoft Clarity and internal teams to identify friction points and missed opportunities.
Gathered insights from CleverTap, Microsoft Clarity and internal teams to identify friction points and missed opportunities.
Gathered insights from CleverTap, Microsoft Clarity and internal teams to identify friction points and missed opportunities.
Ideation & Iterations
Ideation & Iterations
Ideation & Iterations
Explored dozens of wireframe directions and flows — constantly refining the structure, copy, and layout based on feedback.
Explored dozens of wireframe directions and flows — constantly refining the structure, copy, and layout based on feedback.
Explored dozens of wireframe directions and flows — constantly refining the structure, copy, and layout based on feedback.
Stakeholder Collaboration
Stakeholder Collaboration
Stakeholder Collaboration
Worked closely with PMs and the VAS team to align goals, validate ideas, and adjust direction through multiple feedback loops.
Worked closely with PMs and the VAS team to align goals, validate ideas, and adjust direction through multiple feedback loops.
Worked closely with PMs and the VAS team to align goals, validate ideas, and adjust direction through multiple feedback loops.
Final Design
Final Design
Final Design
The Double Diamond methodology is preferred for its user-centric approach, emphasizing thorough research and iterative prototyping.
The Double Diamond methodology is preferred for its user-centric approach, emphasizing thorough research and iterative prototyping.
The Double Diamond methodology is preferred for its user-centric approach, emphasizing thorough research and iterative prototyping.
Impact
Impact
Impact
New screen led to 9% increase in Value Added Service enquiries from the "Explore" screen alone.
4.5% of total uesrs visiting the "Explore" page showed an interest in "infinity" (Service Bundles)
New screen led to 9% increase in Value Added Service enquiries from the "Explore" screen alone.
4.5% of total uesrs visiting the "Explore" page showed an interest in "infinity" (Service Bundles)
New screen led to 9% increase in Value Added Service enquiries from the "Explore" screen alone.
4.5% of total uesrs visiting the "Explore" page showed an interest in "infinity" (Service Bundles)