Case Study
Design Principles
Identifying and crafting shared principles for Cashfree's diverse team
The Challenge
As Cashfree continues to grow, our design team is comprised of individuals with diverse mindsets and principles, posing a challenge in maintaining a unified ideology within the organisation.
The outcome
Recognising the need for cohesion, I pinpointed gaps within the design team and conducted design thinking workshops. These sessions aimed to establish shared principles that not only resonate with individual designers but also align seamlessly with our business values, fostering increased productivity and coherence across the team.
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Case Study
Domino's Location & Address
Effortless address and location selection for seamless ordering
The Challenge
A staggering 34% of new users were abandoning the onboarding process due to the cumbersome task of searching for addresses. Manual entry often resulted in errors and bad orders. Additionally, the absence of features for ordering on behalf of someone else added to the usability issues.
The outcome
Through a series of enhancements, including GPS detection, clear Points of Interest (POIs), defined Area Boundaries, and intuitive suggestions, the user experience was significantly improved. The introduction of a streamlined search feature across saved addresses and the implementation of one-click address entry alleviated extra efforts, ultimately reducing the time needed to complete tasks. Added 20.30% uplift in conversion for new users, 46.5% uplift in store pickup conversions.
Case Study
Domino's Home Experience
A dynamic design revamp for personalised, appetite-inducing results
The Challenge
The initial homepage presented a static and uninspiring experience, falling short of contemporary standards. Its lack of personalization and prolonged customer journeys posed significant issues.
The outcome
A comprehensive revamp transformed the entire user experience, introducing personalisation and enhancing upsell and cross-sell opportunities. The new design aimed to evoke hunger pangs, fostering larger basket orders, and streamlined the decision-making process by reducing the time required for contemplation. Impact with an additional 65 Bps in conversion, Personalised for each user each city, Different Homes for different time, campaign & store and a Life time High ratings on App store (4.7) and Playstore (4.2).
Case Study
Domino's Cart & Payment Experience
Enhancing reliability and user experience amidst low-uptime banking challenges
The Challenge
Manual inputs overload, persistent payment failures attributed to banks with low uptime, heightened cognitive load and decision-making burden, and a lack of support for repeat users or personalised payment suggestions.
The outcome
Revolutionising the payment experience by proactively addressing issues related to low-uptime banks. Implementing strategic measures to guide traffic towards more reliable payment methods resulted in enhanced cart-level validation and failure handling, reducing drop-offs and optimising conversion rates. Additionally, automated OTP reading streamlined the user experience, minimising manual inputs and errors.
Case Study
Shiksha Assistant
Journey to personalised user experiences and enhanced conversions
The Challenge
Shiksha.com, a content-rich site for students, faced the obstacle of serving the relevant content and directing traffic efficiently as most visitors landed on the homepage via search engines. The primary challenge was retaining this traffic and enhancing conversion rates.
The outcome
We introduced a personalised and curated experience through a chatbot. The objective was to discern user intent, recommend relevant site content, and cultivate a more engaging experience. To foster user retention, we implemented user registration within the virtual assistant. Additionally, the chatbot suggested sponsored content related to the user's interests, contributing to a more tailored and meaningful experience.