Revamping product business
Revamping product business
Increased product adoption by 27% while revamping e-commerce business
Increased product adoption by 27% while revamping e-commerce business
About the company
About the company
Urban Company
Urban Company
Asia’s largest on-demand home service platform with
Asia’s largest on-demand home service platform with
10m+
10m+
Customers
Customers
100k+
100k+
Partners
Partners
04
04
Countries
Countries
Summary
Summary
Impact overview
Impact overview
Launched in all 4 countries, we tracked Q3 2022 and received promising results
Launched in all 4 countries, we tracked Q3 2022 and received promising results
+27%
+27%
Product adoption (From xx% to xx%)
Product adoption (From xx% to xx%)
+0.02pp
+0.02pp
Customer ratings (From 4.75 to 4.77)
Customer ratings (From 4.75 to 4.77)
+50%
+50%
Adoption in salon category
~8%
~8%
Auto-order adoption increased
-12%
-12%
Order related support tickets
Project Details
Project Details
Objective
Increasing product adoption, Revamp using new design system
Increasing product adoption, Revamp using new design system
Timeline
March 2022, 1 Month for design
March 2022, 1 Month for design
The Team
1 PM, 1 Data Scientist, 2 Developers, 1 Product Designer
1 PM, 1 Data Scientist, 2 Developers, 1 Product Designer
My Role
End-to-end, Product Designer
My role spanned across,
User & business Research
Wireframing
Hi-fi Designs
Prototyping
Setting brand guidelines
Usability Testing
Cross-functional collaboration
A/B Testing
My role spanned across,
User & business Research
Wireframing
Hi-fi Designs
Prototyping
Setting brand guidelines
Usability Testing
Cross-functional collaboration
A/B Testing
Business context
Business context
Bad customer experience and unmet market opportunity
Bad customer experience and unmet market opportunity
Urban Company enables it’s partners to buy genuine products directly from its in-app store. Since 2021, partners were shifting to cheaper after-market suppliers, driving a 9pp drop in service NPS.
Partners buying from the aftermarket were also an opportunity to gain business
Urban Company enables it’s partners to buy genuine products directly from its in-app store. Since 2021, partners were shifting to cheaper after-market suppliers, driving a 9pp drop in service NPS.
Partners buying from the aftermarket were also an opportunity to gain business
22%
22%
Product Adoption (Dec, 2021) • North Star
Product Adoption (Dec, 2021) • North Star
4.75
4.75
Average customer ratings 2021
XX cr
XX cr
Current sales from UC Store
HINDSIGHT!
HINDSIGHT!
Lower product adoption
Lower product adoption
Higher after market purchases
Higher after market purchases
Market opportunity • ₹XX cr
Brand opportunity
Unregulated brands
Unregulated brands
Bad service quality
Bad service quality
Business asked
Business asked
“How to increase product adoption so that partners delivers consistent quality while we capture missed revenue?”
“How to increase product adoption so that partners delivers consistent quality while we capture missed revenue?”
User Context
User Context
UC Partners
UC Partners
Does a specific job at customers location using products. For example, Home facial requires facial packs which can be bought from UC or from third parties
Does a specific job at customers location using products. For example, Home facial requires facial packs which can be bought from UC or from third parties
Non tech savy
Non tech savy
Local people
Local people
Culturally diverse
Culturally diverse
39,000
39,000
DAU (India), Dec 2021
2 Known problems
2 Known problems
Why are partners not buying from us?
Why are partners not buying from us?
We already know some reasons, but we didn't felt confident. Problems were,
We already know some reasons, but we didn't felt confident. Problems were,
Higher prices of UC Store
Aftermarket products were 5% cheaper on average
Higher prices of UC Store
Aftermarket products were 5% cheaper on average
Higher prices of UC Store
Aftermarket products were 5% cheaper on average
Higher prices of UC Store
Aftermarket products were 5% cheaper on average
Late order deliveries
Our delivery took 10 days on avg, which makes them buy aftermarket products
Late order deliveries
Our delivery took 10 days on avg, which makes them buy aftermarket products
Late order deliveries
Our delivery took 10 days on avg, which makes them buy aftermarket products
Late order deliveries
Our delivery took 10 days on avg, which makes them buy aftermarket products
To gain more understanding of these problems & partner behaviour, we did user interviews and ux audit.
To gain more understanding of these problems & partner behaviour, we did user interviews and ux audit.
User Interviews
User Interviews
Interviewed 10 partners
Interviewed 10 partners
User requirement
Top 3 job categories, At least 5 partners should have their earnings in the top 10%, More than 40 jobs a month, Spent at least 3 years
User requirement
Top 3 job categories, At least 5 partners should have their earnings in the top 10%, More than 40 jobs a month, Spent at least 3 years
We asked a lot of questions, and here's what most partners said
We asked a lot of questions, and here's what most partners said
UC products cost more, and I never know when they'll arrive
Cleaning Partner, Delhi
My order got cancelled a lot. I can't risk running out before a job
Salon Partner, Gurgaon
I can't find what I need in the app. The local vendor is just easier
Salon Partner, Delhi
UC products cost more, and I never know when they'll arrive
Step 1
My order got cancelled a lot. I can't risk running out before a job
Step 1
I can't find what I need in the app. The local vendor is just easier
Step 1
Problems we found
Problems we found
Key problem buckets
Key problem buckets
We found a lot of insights, pretaining to these major buckets
We found a lot of insights, pretaining to these major buckets
Problem 1
Value & savings visiblity
Price perception on UC Store is higher. Not aware of how much they can save
Problem 1
Value & savings visiblity
Price perception on UC Store is higher. Not aware of how much they can save
Problem 1
Value & savings visiblity
Price perception on UC Store is higher. Not aware of how much they can save
Problem 1
Value & savings visiblity
Price perception on UC Store is higher. Not aware of how much they can save
Problem 2
Trust & Transparency
Order cancellations from supply Delivery TAT is > 10 days
Problem 2
Trust & Transparency
Order cancellations from supply Delivery TAT is > 10 days
Problem 2
Trust & Transparency
Order cancellations from supply Delivery TAT is > 10 days
Problem 2
Trust & Transparency
Order cancellations from supply Delivery TAT is > 10 days
Problem 4
SKU Discoverability
Finding relevant SKUs. Outdated content
Problem 4
SKU Discoverability
Finding relevant SKUs. Outdated content
Problem 4
SKU Discoverability
Finding relevant SKUs. Outdated content
Problem 4
SKU Discoverability
Finding relevant SKUs. Outdated content
Problem 3
Proactive Inventory Management
Manual reordering and inventory checks consume valuable time. Auto order is complex to understand
Problem 3
Proactive Inventory Management
Manual reordering and inventory checks consume valuable time. Auto order is complex to understand
Problem 3
Proactive Inventory Management
Manual reordering and inventory checks consume valuable time. Auto order is complex to understand
Problem 3
Proactive Inventory Management
Manual reordering and inventory checks consume valuable time. Auto order is complex to understand
While digging deeper, we uncovered root problems
While digging deeper, we uncovered root problems
We went to UC warehouses, studied them, understood their concerns, checked data on current usage patterns, placed random orders on the app with differnet cities to check order experience, went to aftermarket shops with partners to understand how they buy. Things we found were really valuable:
We went to UC warehouses, studied them, understood their concerns, checked data on current usage patterns, placed random orders on the app with differnet cities to check order experience, went to aftermarket shops with partners to understand how they buy. Things we found were really valuable:
Value & savings visiblity
Promo & discount campaigns ran for short time
Low notification CTR engagement and low frequency of push notifications
Value & savings visiblity
Promo & discount campaigns ran for short time
Low notification CTR engagement and low frequency of push notifications
Value & savings visiblity
Promo & discount campaigns ran for short time
Low notification CTR engagement and low frequency of push notifications
Value & savings visiblity
Promo & discount campaigns ran for short time
Low notification CTR engagement and low frequency of push notifications
Trust & Transparency
Damaged products in warehouses
Creates panic and lower supply, which makes items go out of stock
60% deliveries got cancelled due to wrong current address
Trust & Transparency
Damaged products in warehouses
Creates panic and lower supply, which makes items go out of stock
60% deliveries got cancelled due to wrong current address
Trust & Transparency
Damaged products in warehouses
Creates panic and lower supply, which makes items go out of stock
60% deliveries got cancelled due to wrong current address
Trust & Transparency
Damaged products in warehouses
Creates panic and lower supply, which makes items go out of stock
60% deliveries got cancelled due to wrong current address
Proactive Inventory Management
Manual reordering and inventory checks consume valuable time
Auto order is complex to understand
Proactive Inventory Management
Manual reordering and inventory checks consume valuable time
Auto order is complex to understand
Proactive Inventory Management
Manual reordering and inventory checks consume valuable time
Auto order is complex to understand
Proactive Inventory Management
Manual reordering and inventory checks consume valuable time
Auto order is complex to understand
SKU Discoverability
Finding relevant SKUs
SKU Discoverability
Finding relevant SKUs
SKU Discoverability
Finding relevant SKUs
SKU Discoverability
Finding relevant SKUs
UX Audit
UX Audit
While doing the revamp, we wanted to implement new design system so we also analysed current app heuristics and identified key gaps & possible enhancements
While doing the revamp, we wanted to implement new design system so we also analysed current app heuristics and identified key gaps & possible enhancements
Key Problems
Key Problems
Major problem buckets
Major problem buckets
After going through the app and interviews, problems can be categorised into these major buckets
After going through the app and interviews, problems can be categorised into these major buckets
Problem 1
Broken IA
Ingress point is burried inside hamburger menu, which is hard to spot. Not aware of how much they can save. Key value props hidden inside at L3
Problem 1
Broken IA
Ingress point is burried inside hamburger menu, which is hard to spot. Not aware of how much they can save. Key value props hidden inside at L3
Problem 1
Broken IA
Ingress point is burried inside hamburger menu, which is hard to spot. Not aware of how much they can save. Key value props hidden inside at L3
Problem 1
Broken IA
Ingress point is burried inside hamburger menu, which is hard to spot. Not aware of how much they can save. Key value props hidden inside at L3
Problem 2
Trust & Transparency
SKU content wasn’t satisfactory. Misleading brand information
Problem 2
Trust & Transparency
SKU content wasn’t satisfactory. Misleading brand information
Problem 2
Trust & Transparency
SKU content wasn’t satisfactory. Misleading brand information
Problem 2
Trust & Transparency
SKU content wasn’t satisfactory. Misleading brand information
Problem 3
Proactive Inventory Management
Auto order is complex to understand
Problem 3
Proactive Inventory Management
Auto order is complex to understand
Problem 3
Proactive Inventory Management
Auto order is complex to understand
Problem 3
Proactive Inventory Management
Auto order is complex to understand
Step 4
SKU Discoverability
Renaming of most SKU items is out-dated or is category specific like ‘washroom cleaning’. Search is broken, content keyword mismatched
Step 4
SKU Discoverability
Renaming of most SKU items is out-dated or is category specific like ‘washroom cleaning’. Search is broken, content keyword mismatched
Step 4
SKU Discoverability
Renaming of most SKU items is out-dated or is category specific like ‘washroom cleaning’. Search is broken, content keyword mismatched
Step 4
SKU Discoverability
Renaming of most SKU items is out-dated or is category specific like ‘washroom cleaning’. Search is broken, content keyword mismatched
Proposed Solutions
Proposed Solutions
We brainstormed & implemented the most impactful solutions
We brainstormed & implemented the most impactful solutions
Solution 1
Solution 1
Revamping order tracking
Revamping order tracking
We bought complete clarity to partners regarding their orders. Active orders now surface upfront with real-time delivery status and clear TATs, which ensures transparency
We bought complete clarity to partners regarding their orders. Active orders now surface upfront with real-time delivery status and clear TATs, which ensures transparency
Active orders on homepage
Active orders on homepage
Real-time delivery status
Real-time delivery status
Specific delivery TATs
Specific delivery TATs
-26%
-26%
Orders related support contacts decreased
Orders related support contacts decreased
Solution 1 - Order tracking
Solution 1 - Order tracking
Solution 2
Solution 2
Low inventory prediction & it’s nudges
Low inventory prediction & it’s nudges
We introduced predictive low-inventory signals to help partners stay ahead of demand. Using a high-accuracy model, the system flags items at risk and nudges partners at the right moment.
Timely notifications make replenishment proactive instead of reactive.
We introduced predictive low-inventory signals to help partners stay ahead of demand. Using a high-accuracy model, the system flags items at risk and nudges partners at the right moment.
Timely notifications make replenishment proactive instead of reactive.
Algo predicts low inventory with 90% accuracy
Algo predicts low inventory with 90% accuracy
Notifications are sent to partners when low on inventory
Notifications are sent to partners when low on inventory
67%
67%
Low inventory nudge adoption
Low inventory nudge adoption
Solution 2 - Low inventory nudge on Homepage
Solution 2 - Low inventory nudge on Homepage
Solution 2 - Low inventory nudge on UC Store
Solution 2 - Low inventory nudge on UC Store
Solution 3
Solution 3
Smart inventory
Smart inventory
We have developed a smart system that eliminates manual effort from everyday operations. Automation handles inventory counts, low-stock nudges, and even auto-ordering at the right time. Stock checks are triggered naturally as jobs complete, keeping data fresh without extra work. By prioritizing low-stock items, partners stay prepared and avoid last-minute shortages.
We have developed a smart system that eliminates manual effort from everyday operations. Automation handles inventory counts, low-stock nudges, and even auto-ordering at the right time. Stock checks are triggered naturally as jobs complete, keeping data fresh without extra work. By prioritizing low-stock items, partners stay prepared and avoid last-minute shortages.
Replaced manual labour with automation, like inventory counts, low inventory nudges & auto ordering
Replaced manual labour with automation, like inventory counts, low inventory nudges & auto ordering
Asking for re-filling inventory when every job completes
Asking for re-filling inventory when every job completes
Higher priority to low stock items
Higher priority to low stock items
+46%
+46%
“Add to cart” CTR from low inventory
“Add to cart” CTR from low inventory
Solution 3 - Smart inventory
Solution 3 - Smart inventory
Solution 4
Solution 4
Auto-order cart
Auto-order cart
Orders automatically when inventory is low for subscribed items
Orders automatically when inventory is low for subscribed items
Savings focused, extra discounts
Savings focused, extra discounts
Improved visibility, easy subscription
Improved visibility, easy subscription
Removes manual labour of tracking & ordering inventory
Removes manual labour of tracking & ordering inventory
+12%
+12%
Auto-order adoption
Auto-order adoption
Solution 4 - Subscribing items for auto-order
Solution 4 - Subscribing items for auto-order
Solution 5
Solution 5
Making promos & discounts more prominent
Making promos & discounts more prominent
Used the new banner guidelines from ADS which focused on minimalism and clear value proposition. We also,
Used the new banner guidelines from ADS which focused on minimalism and clear value proposition. We also,
Increased sales campaigns
Increased sales campaigns
2x increase in promotion frequency
2x increase in promotion frequency
2.2x
2.2x
Promo notification CTR
Promo notification CTR
Solution 5 - New banners
Solution 5 - New banners
Solution 6
Solution 6
Increasing awareness & visibility
Increasing awareness & visibility
2x increase in frequency of push notifications related to discount/ promo campaigns
2x increase in frequency of push notifications related to discount/ promo campaigns
2x increase in low inventory item nudges
2x increase in low inventory item nudges
Improved footprint of low inventory items
Improved footprint of low inventory items
2.2x
2.2x
Promo notification CTR
Promo notification CTR
Solution 6 - More notifications
Solution 6 - More notifications
And the most important solution, we
And the most important solution, we
Revamped the homepage
Revamped the homepage
A/B tested 3 homepage variants
A/B tested 3 homepage variants
With 5% user base in 2 cities (Delhi and Bangalore)
With 5% user base in 2 cities (Delhi and Bangalore)
Control group
Control group
Linear architect
Linear architect
Order of the sections was buying flow, inventory tracking, auto-order, order tracking, promotions, value props
Order of the sections was buying flow, inventory tracking, auto-order, order tracking, promotions, value props
Decent engagement over categories
Decent engagement over categories
Low inventory had average results
Low inventory had average results
Auto-order lowest adoption
Auto-order lowest adoption
Variant A
Variant A
Focuses on low inventory
Focuses on low inventory
Order of the sections was buying flow, inventory tracking, auto-order, order tracking, promotions, value props
Order of the sections was buying flow, inventory tracking, auto-order, order tracking, promotions, value props
Low inventory had better conversion
Low inventory had better conversion
Highest Auto-order adoption
Highest Auto-order adoption
Highest purchase via categories
Highest purchase via categories
Variant B
Variant B
Segregated architechture (Tracking + Buying)
Segregated architechture (Tracking + Buying)
Tracking (Inventory, Orders, Auto-orders)
Tracking (Inventory, Orders, Auto-orders)
Buying (Purchase journey, Promotions, Value Props)
Buying (Purchase journey, Promotions, Value Props)
Focused more on buying
Focused more on buying
Tracking had low engagement
Tracking had low engagement
Lowest promotion adoption
Lowest promotion adoption
A/B Conclusion
A/B Conclusion
We choose higher engagement features and launched the new homepage
We choose higher engagement features and launched the new homepage
Highest engagement & conversion
Highest engagement & conversion
Stronger promotional lift
Stronger promotional lift
Displaying “Low items in inventory” directly under the SKU grid alerts partners before stockouts, reducing emergency orders.
Displaying “Low items in inventory” directly under the SKU grid alerts partners before stockouts, reducing emergency orders.
Final designs
Final designs
This is what it looked like after the designs.
This is what it looked like after the designs.
Intro banner
Intro banner
Puts value props infront of the user
Puts value props infront of the user
New Homepage
New Homepage
Focuses most on buying and low inventory
Focuses most on buying and low inventory
Order tracking
Order tracking
Easy order tracking & refund processing
Easy order tracking & refund processing
Auto-order
Auto-order
Auto-order enforcing before going to cart
Auto-order enforcing before going to cart
Out of stock items
Out of stock items
Put a reminder when stock is back
Put a reminder when stock is back
SKU Details
SKU Details
Clarity, trust, transparency in details
Clarity, trust, transparency in details
Impact
Impact
Impact
Impact
Launched in all 4 countries, we tracked Q3 2022 and received promising results
Launched in all 4 countries, we tracked Q3 2022 and received promising results
+27%
+27%
Product adoption (From xx% to xx%)
Product adoption (From xx% to xx%)
+0.02pp
+0.02pp
Customer ratings (From 4.75 to 4.77)
Customer ratings (From 4.75 to 4.77)
+50%
+50%
Adoption in salon category
~8%
~8%
Auto-order adoption increased
-12%
-12%
Order related support tickets
Future roadmap
Future roadmap
Product adherence
Product adherence
We want to increase product adherence using proof of work to make sure partner is using good products and customer experience is not compromised.
We want to increase product adherence using proof of work to make sure partner is using good products and customer experience is not compromised.
Learnings
Learnings
Familiarity is the biggest blind spot
Familiarity is the biggest blind spot
When I looked at the system like a first-time user, I noticed flows that technically worked but felt mentally heavy. Fresh eyes helped separate what functions from what actually feels obvious, and that was the biggest learning
When I looked at the system like a first-time user, I noticed flows that technically worked but felt mentally heavy. Fresh eyes helped separate what functions from what actually feels obvious, and that was the biggest learning
The End
The End
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Thank you for your time
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