B2C - Mobile Application
2024
Revamping checkout page experience
Focused on building trust and clarity, reducing drop-offs, and improving conversions.
This helped us achieve ~60-80 additional bookings per day
B2C - Mobile Application
2024
Revamping checkout page experience
Focused on building trust and clarity, reducing drop-offs, and improving conversions.
This helped us achieve ~60-80 additional bookings per day
B2C - Mobile Application
2024
Revamping checkout page experience
Focused on building trust and clarity, reducing drop-offs, and improving conversions.
This helped us achieve ~60-80 additional bookings per day
B2C - Mobile Application
2024
Revamping checkout page experience
Focused on building trust and clarity, reducing drop-offs, and improving conversions. This helped us achieve ~60-80 additional bookings per day
MY ROLE
End to End Design, UX Strategy & Prototyping
DURATION
4 weeks
INDUSTRY
Car Sharing Marketplace
TEAM
Rishi Udiniya
Product Manager
Dhiren Thirani
Engineering Lead
Myself
Product Designer
MY ROLE
End to End Design, UX Strategy & Prototyping
DURATION
4 weeks
INDUSTRY
Car Sharing Marketplace
TEAM
Rishi Udiniya
Product Manager
Dhiren Thirani
Engineering Lead
Myself
Product Designer
MY ROLE
End to End Design, UX Strategy & Prototyping
DURATION
4 weeks
INDUSTRY
Car Sharing Marketplace
TEAM
Rishi Udiniya
Product Manager
Dhiren Thirani
Engineering Lead
Myself
Product Designer
MY ROLE
End to End Design, UX Strategy & Prototyping
DURATION
4 weeks
INDUSTRY
Car Sharing Marketplace
TEAM
Rishi Udiniya
Product Manager
Dhiren Thirani
Engineering Lead
Myself
Product Designer
/01
About
is a self-drive car-sharing platform
that connects hosts (individual car owners) with guests looking for flexible short or long-term rentals
25k+
active cars listed by hosts
100+
cities spreadover
35k+
DAUs
10M+
App Downloads
/01
About
is a self-drive car-sharing platform
that connects hosts (individual car owners) with guests looking for flexible short or long-term rentals
25k+
active cars listed by hosts
100+
cities spreadover
35k+
DAUs
10M+
App Downloads
/01
About
is a self-drive car-sharing platform
that connects hosts (individual car owners) with guests looking for flexible short or long-term rentals
25k+
active cars listed by hosts
100+
cities spreadover
35k+
DAUs
10M+
App Downloads
/01
About
is a self-drive car-sharing platform
that connects hosts (individual car owners) with guests looking for flexible short or long-term rentals
25k+
cars listed by hosts
100+
cities spreadover
35k+
DAUs
10M+
App Downloads
/02
/02
/02
Context
Context
Context
While booking a car on zoomcar, a user sets their location, picks their dates, chooses a car and lands on checkout.
While booking a car on zoomcar, a user sets their location, picks their dates, chooses a car and lands on checkout.
While booking a car on zoomcar, a user sets their location, picks their dates, chooses a car and lands on checkout.
We had a feeling something was off. The page felt cluttered, the hierarchy made no sense, and key information was easy to miss. But gut feeling only gets you so far, so we looked at the numbers.
We had a feeling something was off. The page felt cluttered, the hierarchy made no sense, and key information was easy to miss. But gut feeling only gets you so far, so we looked at the numbers.
We had a feeling something was off. The page felt cluttered, the hierarchy made no sense, and key information was easy to miss. But gut feeling only gets you so far, so we looked at the numbers.
Homepage
Homepage
Homepage
~75%
~75%
~75%
Calendar
Calendar
Calendar
~90%
~90%
~90%
Search Results Page
Search Results Page
Search Results Page
~73%
~73%
~73%
Checkout
Checkout
Checkout
~20%
~20%
~20%
Payment
Payment
Payment
~45%
~45%
~45%
Bookings
Bookings
Bookings
~5%
~5%
~5%
Pre- Booking Funnel
Pre- Booking Funnel
Pre- Booking Funnel
User Conversion on each page
User Conversion on each page
User Conversion on each page
DATA INSIGHTS FROM Q3 - 2024
DATA INSIGHTS FROM Q3 - 2024
DATA INSIGHTS FROM Q3 - 2024
73% of users from the search results page reach checkout
73% of users from the search results page reach checkout
a strong signal of booking intent
a strong signal of booking intent
a strong signal of booking intent
Yet, only ~20% proceed to payment, revealing major friction in the final step
Yet, only ~20% proceed to payment, revealing major friction in the final step
Even small improvements here can unlock a significant uplift in overall bookings
Even small improvements here can unlock a significant uplift in overall bookings
/03
/03
/03
Problem Statement
Problem Statement
Problem Statement
Most booking apps separate exploration of the product details from checkout. One page to browse, another to buy.
On Zoomcar, that's the same screen, and that's where it gets tricky. Users come here to understand the car, the costs, and everything in between before they decide. But the page wasn't built to support all of that well enough and that's exactly what we set out to fix.
Most booking apps separate exploration of the product details from checkout. One page to browse, another to buy.
On Zoomcar, that's the same screen, and that's where it gets tricky. Users come here to understand the car, the costs, and everything in between before they decide. But the page wasn't built to support all of that well enough and that's exactly what we set out to fix.
Most booking apps separate exploration of the product details from checkout. One page to browse, another to buy.
On Zoomcar, that's the same screen, and that's where it gets tricky. Users come here to understand the car, the costs, and everything in between before they decide. But the page wasn't built to support all of that well enough and that's exactly what we set out to fix.
/03
/03
/03
Hypothesis
Hypothesis
Hypothesis
We believed that most drop-offs weren't happening because users changed their mind, but because the page wasn't giving them enough clarity and confidence to commit. Fix that, and conversion would follow. So, We broke that down into four areas we needed to get right.
We believed that most drop-offs weren't happening because users changed their mind, but because the page wasn't giving them enough clarity and confidence to commit. Fix that, and conversion would follow. So, We broke that down into four areas we needed to get right.
We believed that most drop-offs weren't happening because users changed their mind, but because the page wasn't giving them enough clarity and confidence to commit. Fix that, and conversion would follow. So, We broke that down into four areas we needed to get right.
Cognitive Load
Cognitive Load
Cognitive Load
Simplify hierarchy, reduce clutter and make key decisions effortless.
Simplify hierarchy, reduce clutter and make key decisions effortless.
Simplify hierarchy, reduce clutter and make key decisions effortless.
Trust
Trust
Trust
Strengthen credibility through ratings, reviews, and transparency.
Strengthen credibility through ratings, reviews, and transparency.
Strengthen credibility through ratings, reviews, & transparency.
Transparency
Transparency
Transparency
Clearly communicate offers, benefits, and policies upfront.
Clearly communicate offers, benefits, and policies upfront.
Clearly communicate offers, benefits, and policies upfront.
Marketability
Marketability
Marketability
Highlight value levers like doorstep delivery and protection plans.
Highlight value levers like doorstep delivery and protection plans.
Highlight value levers like doorstep delivery & protection plans.
/04
/04
/04
Approach
Approach
Approach
Before jumping into solutions, we needed to understand the problem properly, what was working & what wasn't. The approach was simple: audit, learn and validate
Before jumping into solutions, we needed to understand the problem properly, what was working & what wasn't. The approach was simple: audit, learn and validate
Before jumping into solutions, we needed to understand the problem properly, what was working & what wasn't. The approach was simple: audit, learn and validate
Audit & Prioritise
Audit & Prioritise
Audit & Prioritise
Went through every element on the page, what users engaged with, what they ignored, and what was just adding noise.
Went through every element on the page, what users engaged with, what they ignored, and what was just adding noise.
Went through every element on the page, what users engaged with, what they ignored, and what was just adding noise.
Benchmarking
Benchmarking
Benchmarking
Studied and analysed patterns how leading B2C apps handle trust, hierarchy, and decisions at checkout
Studied and analysed patterns how leading B2C apps handle trust, hierarchy, and decisions at checkout
Studied and analysed patterns how leading B2C apps handle trust, hierarchy, and decisions at checkout
Validation & Testing
Validation & Testing
Validation & Testing
Iterated through internal reviews and A/B experiments to validate the design changes
Iterated through internal reviews and A/B experiments to validate the design changes
Iterated through internal reviews and A/B experiments to validate the design changes
/06
/06
/06
Audit Analysis
Audit Analysis
Audit Analysis
1
Overview Section
Overview Section
Car image dominates the first fold, limiting space for key trip info & ratings. Lacks focus on key decision-making info.
Car image dominates the first fold, limiting space for key trip info & ratings. Lacks focus on key decision-making info.
2
Ratings & Reviews Ingress
Ratings & Reviews Ingress
Poor visibility and weak highlight on the first fold. Users often miss this section due to low contrast and lack of emphasis.
Poor visibility and weak highlight on the first fold. Users often miss this section due to low contrast and lack of emphasis.
3
Booking Time Section
Booking Time Section
Ranked too high in hierarchy despite low relevance at checkout.
Adds clutter and repetition across multiple listings.
Ranked too high in hierarchy despite low relevance at checkout. Adds clutter and repetition across multiple listings.
4
How it works banner
How it works banner
Overloaded banner with poor readability and early placement, making it unclear, low-impact, and easily ignored.
Overloaded banner with poor readability and early placement, making it unclear, low-impact, and easily ignored.
5
Features Section
Features Section
Repetitive and inconsistent icon usage, with poor hierarchy and long horizontal scroll, making the section hard to scan.
Repetitive and inconsistent icon usage, with poor hierarchy and long horizontal scroll, making the section hard to scan.
6
Meet The Host Section
Meet The Host Section
Often filled with irrelevant or personal details like phone numbers. It doesn’t serve a clear purpose in this context
Often filled with irrelevant or personal details like phone numbers. It doesn’t serve a clear purpose in this context
7
Ratings & Reviews Section
Ratings & Reviews Section
Poorly ranked, sub-ratings feel vague, reviews lack images, and the bright green background reduces readability.
Poorly ranked, sub-ratings feel vague, reviews lack images, and the bright green background reduces readability.
8
Benefits Section
Benefits Section
Text-heavy and generic, It fails to clearly communicate unique Zoomcar value propositions
Text-heavy and generic, It fails to clearly communicate unique Zoomcar value propositions
9
Offers Section
Offers Section
Poorly ranked despite strong adoption rates. Limited visibility of offers reduces conversion opportunities.
Poorly ranked despite strong adoption rates. Limited visibility of offers reduces conversion opportunities.
10
Trip Protection Section
Trip Protection Section
It doesn’t explain its value clearly. Other options are hidden, with confusing and poor selection experience
It doesn’t explain its value clearly. Other options are hidden, with confusing and poor selection experience
11
Policies Section
Policies Section
Poor presentation and low transparency makes it hard to understand, increasing hesitation before checkout.
Poor presentation and low transparency makes it hard to understand, increasing hesitation before checkout.
/07
/07
/07
Benchmarking
Benchmarking
Benchmarking
We looked at how leading apps across food, travel, and rentals handle trust, hierarchy, and offers at the point of decision. The patterns we found shaped a lot of our decisions.
We looked at how leading apps across food, travel, and rentals handle trust, hierarchy, and offers at the point of decision. The patterns we found shaped a lot of our decisions.
We looked at how leading apps across food, travel, and rentals handle trust, hierarchy, and offers at the point of decision. The patterns we found shaped a lot of our decisions.
& few other apps
& few other apps
/08
/08
/08
Goals
Goals
Goals
The audit and benchmarking gave us a clear direction. Here's what we set out to achieve.
The audit and benchmarking gave us a clear direction. Here's what we set out to achieve.
The audit and benchmarking gave us a clear direction. Here's what we set out to achieve.
Simplify presentation of car properties, provide clear information on car type, price, distance, and rating for easy understanding.
Simplify presentation of car properties, provide clear information on car type, price, distance, and rating for easy understanding.
Highlight doorstep delivery (55% of the bookings opts for Home delivery ) and current offers prominently to attract users.
Highlight doorstep delivery (55% of the bookings opts for Home delivery ) and current offers prominently to attract users.
Improve Rating & Review section with more credibility and rank up high
Improve Rating & Review section with more credibility and rank up high
Improve Rating & Review section with more credibility and rank up high
Improve Rating & Review section with more credibility and rank up high
Minimize scroll effort by ensuring one-click visibility for critical elements. (considering the long informative aspect of the page)
Minimize scroll effort by ensuring one-click visibility for critical elements. (considering the long informative aspect of the page)
Consolidated FAQs for easy access and imp info required for FTUs to know majorly
Consolidated FAQs for easy access and imp info required for FTUs to know majorly
Transparent Zoomcar Benefits & Cancellation Policies
Transparent Zoomcar Benefits & Cancellation Policies
Make it scalable in way, that it works across all of Zoomcar's product verticals, not just one
Make it scalable in way, that it works across all of Zoomcar's product verticals, not just one
/09
/09
/09
Redesign
Redesign
Redesign
The All New Checkout Experience
The All New Checkout Experience
The All New Checkout Experience
Doorstep Delivery
Doorstep Delivery
Promoting the widely chosen delivery option upfront, with improved visibility and selection.
Promoting the widely chosen delivery option upfront, with improved visibility and selection.
Section Tabs
Section Tabs
It gives a quick preview of what’s next and helps quickly navigate across sections.
It gives a quick preview of what’s next and helps quickly navigate across sections.
Car Summary & Host Info
Car Summary & Host Info
Builds instant trust and clarity upfront through ratings, host, and key car specs
Builds instant trust and clarity upfront through ratings, host, and key car specs
Offers & Credits
Offers & Credits
Ranked offers section higher and paired it with credits to help users spot savings easily and book with the best value.
Ranked offers section higher and paired it with credits to help users spot savings easily and book with the best value.
Images Collage
Images Collage
Host-shot Images don’t always look great, So a collage layout helps present them better and gives a clearer sense of the car.
Host-shot Images don’t always look great, So a collage layout helps present them better and gives a clearer sense of the car.
Ratings
Ratings
Shows quantified ratings with quality labels (easier to interpret) and recent trip fulfilment, for stronger trust and better decision-making.
Shows quantified ratings with quality labels (easier to interpret) and recent trip fulfilment, for stronger trust and better decision-making.
Features Section
Features Section
Categorizes features into clear groups like Safety, Premium, and General, making the car’s unique strengths easier to spot.
Categorizes features into clear groups like Safety, Premium, and General, making the car’s unique strengths easier to spot.
Reviews
Reviews
AI-powered summary highlights real guest insights with clear pros and cons for quick understanding.
AI-powered summary highlights real guest insights with clear pros and cons for quick understanding.
Car Location
Car Location
Indicates where the car is roughly located, guiding users to pick the right car or decide between pickup/delivery
Indicates where the car is roughly located, guiding users to pick the right car or decide between pickup/delivery
Trip Protection & Benefits
Trip Protection & Benefits
It gives a quick preview of what’s next and helps quickly navigate across sections.
It gives a quick preview of what’s next and helps quickly navigate across sections.
FAQs
FAQs
Addresses common doubts—especially for first-time users—by providing quick, clear answers before booking.
Addresses common doubts, especially for first-time users, by providing quick, clear answers before booking.
Cancellation Policies
Cancellation Policies
Shows cancellation rules transparently with a clear refund timeline, helping users understand exactly what they’ll get back.
Shows cancellation rules transparently with a clear refund timeline, helping users understand exactly what they’ll get back.
Similar Listings
Similar Listings
Showing similar options upfront so users don’t need to jump back to search while deciding.
Showing similar options upfront so users don’t need to jump back to search while deciding.
AFTER
AFTER
BEFORE
BEFORE
/10
/10
Results
Results
Our hypothesis was right! The redesign was shipped and numbers started moving in right direction making real business impact with measurable lift in revenue
Our hypothesis was right! The redesign was shipped and numbers started moving in right direction making real business impact with measurable lift in revenue
Our hypothesis was right! The redesign was shipped and numbers started moving in right direction making real business impact with measurable lift in revenue
Metric
Before
After
Checkout to Payment
Checkout to Payment
Checkout to Payment
~20%
~20%
~27%
~27%
700 bps
Checkout to Booking
Checkout to Booking
Checkout to Booking
~9%
~9%
~11%
~11%
200 bps
Search to Booking
Search to Booking
Search to Booking
~7%
~7%
~8%
~8%
100 bps
/11
/11
Next Steps
Next Steps
The conversion uplift gave us momentum. These are the bets we're placing next to keep building on it.
The conversion uplift gave us momentum. These are the bets we're placing next to keep building on it.
The conversion uplift gave us momentum. These are the bets we're placing next to keep building on it.
Fix UX gaps on the offers application page to make applying offers seamless
Fix UX gaps on the offers application page to make applying offers seamless
Introduce a car health section showing inspection data (engine, brakes, tyres, etc.) to promote quality inventory
Introduce a car health section showing inspection data (engine, brakes, tyres, etc.) to promote quality inventory
Monitor seasonal behaviour & booking trends
Monitor seasonal behaviour & booking trends
Introduce Guest Gallery with photos from real trips to add authenticity
Introduce Guest Gallery with photos from real trips to add authenticity
Introduce high credibility tags like Guest Favourite, Professional Host, and Multi-Car Host
Introduce high credibility tags like Guest Favourite, Professional Host, and Multi-Car Host
Explore the possibility of 2 step checkout
Explore the possibility of 2 step checkout
/12
/12
/12
Closer
Closer
Closer
This project started as a simple reorder of sections. But the more time I spent on the page, the more I felt that everything was broken. So, I pushed for a full redesign with solid data backing. That was a harder sell, because any drop in metrics on this page directly impacts the business. When we launched it , we rolled it out carefully to just 5–10% of users across two cities first. It worked better than any of us expected.
That said, we had only solved about half the problem. The page is in a much better place, but it's still heavy by nature and several connected pages had their own issues. We scoped those out deliberately, the tricky part was knowing what to prioritise and what could wait.
Looking back, we moved fast and shipped without as much user research as I would have liked. Some of those calls were educated guesses. I got lucky with them. That's the gap I want to close going forward.
This project started as a simple reorder of sections. But the more time I spent on the page, the more I felt that everything was broken. So, I pushed for a full redesign with solid data backing. That was a harder sell, because any drop in metrics on this page directly impacts the business. When we launched it , we rolled it out carefully to just 5–10% of users across two cities first. It worked better than any of us expected.
That said, we had only solved about half the problem. The page is in a much better place, but it's still heavy by nature and several connected pages had their own issues. We scoped those out deliberately, the tricky part was knowing what to prioritise and what could wait.
Looking back, we moved fast and shipped without as much user research as I would have liked. Some of those calls were educated guesses. I got lucky with them. That's the gap I want to close going forward.
This project started as a simple reorder of sections. But the more time I spent on the page, the more I felt that everything was broken. So, I pushed for a full redesign with solid data backing. That was a harder sell, because any drop in metrics on this page directly impacts the business. When we launched it , we rolled it out carefully to just 5–10% of users across two cities first. It worked better than any of us expected.
That said, we had only solved about half the problem. The page is in a much better place, but it's still heavy by nature and several connected pages had their own issues. We scoped those out deliberately, the tricky part was knowing what to prioritise and what could wait.
Looking back, we moved fast and shipped without as much user research as I would have liked. Some of those calls were educated guesses. I got lucky with them. That's the gap I want to close going forward.
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