COMPANY
MY ROLE
TEAM
DELIVERABLE
The Problem
A product built for urban, English-literate users was failing a new majority
research
The insight came from watching how people used their phones, not the product
Design Decisions
Three principles, each earned from research
01
One decision at a time
The existing flow demanded simultaneous field processing. We redesigned for sequential interaction: one step confirmed before the next begins.
02
Voice as assurance, not novelty
The voice layer reads the page, confirms each step, and reduces anxiety around irreversible financial decisions made in a second language.
03
A mix of Hindi & English
The full flow was designed in Hindi (as it is spoken not written) with Vernacular UX copywriters. Of all decisions, this had the highest leverage on user confidence.
testing and findings
Pre-Release in target cities.
User interview were not possible due to time constraint, so as an alternate, quantitative data from a controlled release was analysed to identify the following changes.
01
One decision at a time
The existing flow demanded simultaneous field processing. We redesigned for sequential interaction: one step confirmed before the next begins.
Before
After
02
Sequential Search: Visual Confusion
The source and destination search steps were visually identical. Users could not tell them apart, confirmed by product team data. The second step was redesigned to be visually distinct.
Before
After
outcome
The metrics confirmed the design hypothesis
The customer care call reduction was the most telling result. It confirmed that the problem was never users' ability to book. It was their confidence that they had booked correctly. Designing for that distinction is what the metrics reflect.