Context
Context
2 Months
2 Months
Project Duration
Project Duration
Product designer
Product designer
My Role
My Role
1 PM, 1 Product Designer, 1 UX Researcher, 4 Developers
1 PM, 1 Product Designer, 1 UX Researcher, 4 Developers
Team
Team
About the company
About the company
Asia's largest technology marketplace for home services, serving in 4 countries (India, Dubai, Singapore, and the US) with 50,000+ partners and 25+ million users
Asia's largest technology marketplace for home services, serving in 4 countries (India, Dubai, Singapore, and the US) with 50,000+ partners and 25+ million users
Project overview
Project overview
The project aimed to address the declining product adoption among our partners, who were increasingly purchasing aftermarket products, negatively impacting Urban Company's business and customer experience. All this lead to 12% decline in product adoption among partners over the past 6 months. This shift led to an 18% increase in aftermarket product purchases, which in turn resulted in -
9-point drop in NPS (from 72 to 63) due to inconsistent service quality.
15% increase in customer complaints related to product performance and durability.
7% decline in revenue from partner product sales, impacting overall business profitability.
The project aimed to address the declining product adoption among our partners, who were increasingly purchasing aftermarket products, negatively impacting Urban Company's business and customer experience. All this lead to 12% decline in product adoption among partners over the past 6 months. This shift led to an 18% increase in aftermarket product purchases, which in turn resulted in -
9-point drop in NPS (from 72 to 63) due to inconsistent service quality.
15% increase in customer complaints related to product performance and durability.
7% decline in revenue from partner product sales, impacting overall business profitability.
Quick summary
Quick summary
The problem
The problem
Bussiness + User
Bussiness + User
Lower revenue & NPS
Lower revenue & NPS
Urban Company (UC) partners rely on specific products to deliver services to customers. These products can be sourced from:
UC Store – Offering genuine, branded products that ensure consistent service quality
Aftermarket Sources – Often cheaper but with variable quality and durability
However, data indicated a shift toward aftermarket purchases:
42% of partners purchased products from third-party instead of UC Store
UC Store’s revenue declined by 7.5% in the past 6 months due to lower adoption
Customer complaints related to service quality increased by 15%, correlating with the use of aftermarket products
These trends led to a 9-point decline in NPS (from 72 to 63)
Urban Company (UC) partners rely on specific products to deliver services to customers. These products can be sourced from:
UC Store – Offering genuine, branded products that ensure consistent service quality
Aftermarket Sources – Often cheaper but with variable quality and durability
However, data indicated a shift toward aftermarket purchases:
42% of partners purchased products from third-party instead of UC Store
UC Store’s revenue declined by 7.5% in the past 6 months due to lower adoption
Customer complaints related to service quality increased by 15%, correlating with the use of aftermarket products
These trends led to a 9-point decline in NPS (from 72 to 63)
KPIs
KPIs
Product Adoption, NPS
Product Adoption, NPS
Final solution
Final solution
01
01
Enhanced Visibility and Discovery - We revamped the end-to-end designs, significantly improving the visibility and discovery of our products.
Enhanced Visibility and Discovery - We revamped the end-to-end designs, significantly improving the visibility and discovery of our products.
02
02
Smart Inventory Management - Introduced low-inventory smart nudges, driving 18% more timely purchases.
Smart Inventory Management - Introduced low-inventory smart nudges, driving 18% more timely purchases.
03
03
Improved User Interface - Redesigned UI/UX, reducing friction points in the ordering process which decreased checkout abandonment by 32%.
Improved User Interface - Redesigned UI/UX, reducing friction points in the ordering process which decreased checkout abandonment by 32%.
It’s impact
It’s impact
~32%
Auto-order adoption increased
Auto-order adoption increased
~12%
Drop in support tickets
Drop in support tickets
~12%
Order related support tickets decreased
Order related support tickets decreased
22.3%
Product adoption increased
Product adoption increased
18%
NPS increased from 72 to 75
NPS increased from 72 to 75
Before and after
Before and after
Before
After
Research conducted among 20 users
Research conducted among 20 users
To gain a deeper understanding of partner behaviour with UC Store, we conducted interviews with 20 partners and uncovered valuable insights. Some of the questions were
To gain a deeper understanding of partner behaviour with UC Store, we conducted interviews with 20 partners and uncovered valuable insights. Some of the questions were
Q
Q
Why does many partners don’t buy from the UC store?
Why does many partners don’t buy from the UC store?
Q
Q
How do you manage your current inventory and deliver the jobs?
How do you manage your current inventory and deliver the jobs?
Q
Q
How the customer experience is affected when you use the after-market products?
How the customer experience is affected when you use the after-market products?
Q
Q
How is your order delivery experience?
How is your order delivery experience?
Q
Q
Are you able to find your items easily on the UC Store and book it? Have you encountered any problems while doing it?
Are you able to find your items easily on the UC Store and book it? Have you encountered any problems while doing it?
After going through their experience I quite understood their problem.
After going through their experience I quite understood their problem.
Whenever I order, the prices are much more expensive than the after-market products. Thus, I had to cut down my expenses in order to save more from my earnings.
Whenever I order, the prices are much more expensive than the after-market products. Thus, I had to cut down my expenses in order to save more from my earnings.
Whenever I order, the prices are much more expensive than the after-market products. Thus, I had to cut down my expenses in order to save more from my earnings.
Sometimes I order items way before a job and the order gets cancelled just before the job arrives. How can I delivery my job when products don’t arrive in time?
Sometimes I order items way before a job and the order gets cancelled just before the job arrives. How can I delivery my job when products don’t arrive in time?
Sometimes I order items way before a job and the order gets cancelled just before the job arrives. How can I delivery my job when products don’t arrive in time?
I have no idea that I can order from UC Store itself.
I have no idea that I can order from UC Store itself.
I have no idea that I can order from UC Store itself.
I have no idea that I can order from UC Store itself.
I have no idea that I can order from UC Store itself.
I have no idea that I can order from UC Store itself.
The problem is whenever we use after-market products, customers become nervous for the quality and most of the times they ask for branded products.
The problem is whenever we use after-market products, customers become nervous for the quality and most of the times they ask for branded products.
The problem is whenever we use after-market products, customers become nervous for the quality and most of the times they ask for branded products.
Focusing on the real problem
Focusing on the real problem
Complex flows & UI
Complex flows & UI
Very hard to find relevant product
Very hard to find relevant product
Lack of Genuineness
Lack of Genuineness
UC Store lacked warranty, brand information, and clear indications of genuine or premium products
UC Store lacked warranty, brand information, and clear indications of genuine or premium products
Complex Inventory Management
Complex Inventory Management
Partners had to manually update and keep track of their inventory after each job
Partners had to manually update and keep track of their inventory after each job
Low Visibility of UC Store
Low Visibility of UC Store
Many partners were unaware of the store's existence
Many partners were unaware of the store's existence
Order Delivery Issues
Order Delivery Issues
Higher order cancellations and late deliveries were causing frustration
Higher order cancellations and late deliveries were causing frustration
Less Competitive Pricing
Less Competitive Pricing
UC Store products were perceived as more expensive than aftermarket alternatives
UC Store products were perceived as more expensive than aftermarket alternatives
Approach toward the problems
Approach toward the problems
Drivers face significant challenges that impact their earnings and satisfaction:
Drivers face significant challenges that impact their earnings and satisfaction:
Homepage re-structuring
Homepage re-structuring
We removed unused sections and implemented a new structure for homepage which will serve as foundation for UC store in upcoming future releases.
We removed unused sections and implemented a new structure for homepage which will serve as foundation for UC store in upcoming future releases.
P0 Section is kept sticked at the top and is the main header consisting product categories, search, address, auto-order.
P0 Section is kept sticked at the top and is the main header consisting product categories, search, address, auto-order.
P1 Section are kept below P0 and positions of all the P1 cards can be switched depending on the business/ user needs.
P1 Section are kept below P0 and positions of all the P1 cards can be switched depending on the business/ user needs.
Smart inventory
Smart inventory
While doing inventory revamp we removed anything that is manual and can be done automatically for eg.
While doing inventory revamp we removed anything that is manual and can be done automatically for eg.
Auto-updating quantity in inventory after a job is done.
Auto-updating quantity in inventory after a job is done.
Keeping nudges for low stock items at the top and introducing add-to-cart.
Keeping nudges for low stock items at the top and introducing add-to-cart.
Introducing order tracking
Introducing order tracking
All active orders are now shown on the homepage with their recent delivery status.
All active orders are now shown on the homepage with their recent delivery status.
In order to increase trust we reinforced delivery TAT’s of faster delivery. This reminds the partner of what we promised.
In order to increase trust we reinforced delivery TAT’s of faster delivery. This reminds the partner of what we promised.
Auto ordering when low inventory
Auto ordering when low inventory
Algo automatically orders subscribed items whenever the item goes low on stock. This prevents manual labour to track and order which makes the partner focus only on their jobs.
Algo automatically orders subscribed items whenever the item goes low on stock. This prevents manual labour to track and order which makes the partner focus only on their jobs.
We already had it in old designs but partners weren’t aware of it. In order to improve it’s visiblity we increased discounts,descresed delivery time on auto-order items.
We already had it in old designs but partners weren’t aware of it. In order to improve it’s visiblity we increased discounts,descresed delivery time on auto-order items.
Previously the flow was broken and not had clear pitch points to attract partners.
Previously the flow was broken and not had clear pitch points to attract partners.
Intoducing promotional offers & discounts
Intoducing promotional offers & discounts
More than 80% of the partners complained about high prices, it was clear that we need some sort of promotional offers to attract partners to buy from UC. Savings is a huge part of the life of a partner.
More than 80% of the partners complained about high prices, it was clear that we need some sort of promotional offers to attract partners to buy from UC. Savings is a huge part of the life of a partner.
New designs came with improved visiblity of offers/discounts. New sale launches
New designs came with improved visiblity of offers/discounts. New sale launches
Inventory prediction model & visibility nudges
Inventory prediction model & visibility nudges
Our inventory predictive model predicts “how many jobs are left with the current inventory ”with 90% accuracy . When inventory is low, we notify the partner at several places in the app to remind them to buy it. This reduces cognitive load to remember items are going out.
Our inventory predictive model predicts “how many jobs are left with the current inventory ”with 90% accuracy . When inventory is low, we notify the partner at several places in the app to remind them to buy it. This reduces cognitive load to remember items are going out.
Our inventory predictive model predicts “how many jobs are left with the current inventory ”with 90% accuracy . When inventory is low, we notify the partner at several places in the app to remind them to buy it. This reduces cognitive load to remember items are going out.
Final designs
Final designs
Before
After
New product listing
Ordering flow
Low inventory nudge
Quick order access
New offers before checkout
Auto-order
Impact
Impact
Upon deploying our solutions, we closely monitored their impact. We launched it for a 5% user base and later in all the countries. After complete launch, we received promising numbers.
Upon deploying our solutions, we closely monitored their impact. We launched it for a 5% user base and later in all the countries. After complete launch, we received promising numbers.
~32%
Auto-order adoption increased
Auto-order adoption increased
~12%
Order related support tickets decreased
Order related support tickets decreased
~22%
Product adoption increased
Product adoption increased
Overall, the product adoption increased by ~22% whereas in salon category it increased by almost 50%
Overall, the product adoption increased by ~22% whereas in salon category it increased by almost 50%
Learnings
Learnings
Leveraging Existing Models
Leveraging Existing Models
I invested significant time in iterating the homepage structure, engaging in continuous discussions with team members. However, we ultimately arrived at a straightforward structure by drawing inspiration from established industry leaders like Amazon. This experience underscored the importance of recognizing that sometimes the simplest and time-tested structures are the most effective. It taught me that there's no need to reinvent the wheel when proven solutions already exist
I invested significant time in iterating the homepage structure, engaging in continuous discussions with team members. However, we ultimately arrived at a straightforward structure by drawing inspiration from established industry leaders like Amazon. This experience underscored the importance of recognizing that sometimes the simplest and time-tested structures are the most effective. It taught me that there's no need to reinvent the wheel when proven solutions already exist
Failure as a Stepping Stone
Failure as a Stepping Stone
The extensive discussions and iterative process of this project provided me with valuable insights into what works and what doesn't for our users. While some aspects required hard-earned lessons, I learned that failure is an integral part of the journey toward success. It is through these experiences that we gain the maturity and understanding needed to create user-centric solutions
The extensive discussions and iterative process of this project provided me with valuable insights into what works and what doesn't for our users. While some aspects required hard-earned lessons, I learned that failure is an integral part of the journey toward success. It is through these experiences that we gain the maturity and understanding needed to create user-centric solutions
Thank you for your time
Thank you for your time
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