[Case Study] Solve the problem of Order Conversion of a very low converting segment on Shaadi.com

User Persona of the TG
Prioritization of the pain-points
  • Option to select the preferred in-app language on the landing page → Although there are several matrimony sites available within Shaadi.com based on the user’s mother tongue, the UI still remains in English. Keeping users like Nitish in mind, there should be a language selection option on the landing page of the site, which will enhance the comfort and understanding levels of the user while using the app
  • Interactive product tour and walkthroughs in his preferred language → A product tour/ interactive walkthrough in one’s mother tongue (right when the user logs onto the platform) will not only familiarize the user with all the features of Shaadi.com, but it will also reduce his time to value. These interactive product tours should not just highlight the features in a random fashion, but they should showcase the entire user journey on the app (Right to the point when he finds a suitable partner) and the benefit that he will receive from each in-app feature at every stage of the user journey. The features should be marked as “Free Service” or “Paid Service” with the corresponding benefits displayed one below the other, so that it is easier for the user to assess how important that specific feature is for him and whether paying money to avail of the service would be worthwhile. This would lead to higher conversions (Wireframes below)
Wireframe for Interactive Product Walkthrough
Wireframe for Interactive Product Walkthrough
Gamification Features
Action Priority Matrix
Product Roadmap

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Kaushiki Bhattacharya

Kaushiki Bhattacharya

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Product Manager & CSPO| Product Enthusiast| MBA, NMIMS Mumbai '21| Casual Writer