Behavioural product design (UI UX) work showcase.
Reducing Cognitive Load with Behavioral Design.
This project focuses on optimizing the Airbnb app by removing user interaction barriers.
Highlighting user-generated reviews and ratings to help guests make informed decisions based on others' experiences.
Reducing cognitive overload by categorizing and minimizing filters. Essential filters are grouped logically, with the number of available properties displayed to aid quick decision-making.
Simplifying Onboarding with Behavioral Design.
This project focuses on improving Nextdoor's onboarding process by identifying and addressing biases and barriers to enhance user engagement.
The original design lacked a progress bar, causing users to feel uncertain about the onboarding steps.
The redesigned onboarding process introduces a progress bar and clear descriptions of why each step is important. This helps users understand the value of providing their information, reducing uncertainty and improving completion rates.
Displays a detailed breakdown of the day's earnings, trip incentives, login incentives, and customer satisfaction metrics.
Provides a streamlined view of the incentive program with emphasis on trip progress, earnings, and red zone alerts.
Also visualised the error states by using catchy illustrations.
This dissertation during my masters in behavioural science investigates the link between intolerance of uncertainty and unintentional procrastination.
I have used IBM SPSS, linear regression models, correlations to uncover significant insights of how fear of the unknown affects decision-making and procrastination behaviors.
Designed a Seamless User Experience for Holidify's Website and App
As a product designer at Holidify, I led the website revamp using Sketch components and libraries.
This project allowed me to work across multiple aspects including website, app, marketing collaterals, magazine, and social media. The project was managed through prioritized task lists discussed with the co-founders, making it one of my favorite projects.
Responsible for coordinating with the team and prototype different versions which contains detailed breakdown of the day's earnings, trip incentives, login incentives, and customer satisfaction metrics.
Provides a streamlined view of the incentive program with emphasis on trip progress, earnings, and red zone alerts.
Here I explored how Hotstar can achieve an increase in its conversion rate from free to paid subscribers. Despite its significant user base, Hotstar faces challenges in monetizing through subscriptions, primarily due to user confusion and dissatisfaction with its subscription plans and pricing.
This project focuses on sentiment analysis of app reviews & one-on-one interviews, identifying key pain points. Users were frustrated by excessive ads and unclear subscription tiers. These insights were aligned with business goals to create a more intuitive user experience.
My redesign focused on simplifying the subscription page, offering clear and concise information about each plan, and ensuring users know what they are paying for. This approach, combined with targeted behavioral interventions, aims to enhance user satisfaction and drive higher conversion rates.
This document shares some interesting ideas to improve digital apps and make them more user-friendly.
For example one idea is the 'Ditcher-List Your Ex' app which I conceptualised. This app lets you create profiles for your ex-partners, answer questions about them, and check if new potential partners have a history of being unreliable. It also offers features to report bad dating behaviors and helps you move on with quizzes and tips.
See document for more such ideas and some interesting user interface concepts.
Improved the onboarding experience for the financial app Jar by addressing psychological barriers and effective design principles.
Key ideas include using splash screens to educate users during loading times and reducing uncertainties to boost conversions. Interactive elements, like a flywheel and subtle nudges based on the Fogg Behavioral Model, are recommended to guide user behavior.
Variable rewards, such as spinning a bottle, are suggested to influence immediate behavior and encourage long-term use. Brand tie-ups create trust through "AHA moments."
This document summarizes an experiment testing different interventions to boost medication adherence rates. Participants were divided into five groups: one control and four treatment groups.
Using a One-way ANOVA in SPSS, the adherence rates across these groups were compared. The key finding was that the group receiving social support showed significantly better adherence rates than the other groups.
In designing Yeebo's mobile app, my goal was to create an intuitive and visually appealing user experience.
This project included both buyers and seller facing app interfaces.
I aniticipated all the behavioural working of all the main elements like Posts, buttons, info buttons, cart button etc. in every theme page. This activity helped in creating an universal language and expectations during the designing phase.
One notable example is how airports manage waiting times by rerouting passengers to reduce perceived wait times—a principle known as idleness aversion.
I tackled the concept of decision fatigue in digital interfaces. By limiting choices and avoiding infinite scrolls, I aimed to reduce user exhaustion and improve satisfaction.
I also emphasized the ethical implementation of behavioral science. It's crucial to avoid manipulative practices and ensure transparency, utilizing frameworks like FORGOOD to guide ethical decision-making.
Key updates included making the platform mobile-friendly by transforming dropdowns into buttons, adding placeholder text, and ensuring finger-friendly designs.
The search functionality was made more visible and user-friendly, while font readability and visual balance were improved, particularly in the mobile footer. These changes aimed to reduce cognitive load and enhance user satisfaction.
I've designed experimental interfaces to enhance how users interact with the Packers and Movers services.
The goal was to encourage users to book these services more quickly.
I created two tests to identify which design drives this behavior most effectively. By testing these designs, I aim to see which one results in a faster turnaround time for bookings.
Got two awards- 'Best Creative' and 'Best Idea' among 120 people across India during 6 weeks Entrepreneurial Bootcamp IDEA at IIIT-Delhi organised by Stanford GSB. Innovate Delhi provided an opportunity to early-stage startups to hone their business propositions and pitch before angel investors at the end of the program.
Also included are online bootcamp certifications specifically gained in the field of Behavioral Design. I believe these are some of the best courses and bootcamps to attend online to kickstart a career in Behavioral Science.
I tackled key user experience challenges on zigwheels website identified through surveys, shadowing, and competitor analysis. The main issues were decision paralysis, a cluttered UI, and a lack of direction.
To solve these, I redesigned the UI to be clean and mobile-friendly, and reimagined user flows to meet updated needs. I introduced a new community feature where users can interact, share experiences, and help each other with vehicle-related queries.
Success was measured through metrics like user engagement, sign-ups, and session duration.
I designed a customer email using behavioral science principles to help them select the best package.
To simplify the decision process, I used chunking to break information into steps: select a package, confirm choice, and enjoy service. Visual treatments and color psychology, such as warm colors and a yellow highlighter, draw attention and reduce cognitive overload.
I framed options with a decoy package to guide choices and emphasized the default Package 2 with visual elements like shadows and a highlighted CTA button. Loss aversion techniques, such as warning about potential price increases, prompt timely decisions.
My strategy involved leveraging behavioral science, specifically the Information Bias, to ensure users could make informed decisions. By adding elements like user reviews and a clear 14-day money-back guarantee, I aimed to address potential users' financial concerns and ultimately increase the click rate for the 'Start free trial' call to action button.
I designed the new health insurance plan, Porter Suraksha, to provide better care and support for our drivers, aiming to improve their satisfaction and the company's Net Promoter Score (NPS).
I redesigned several app features to streamline processes and improve usability. These enhancements included capturing vehicle body types during onboarding, integrating an interactive date and pricing selector for shifting services, and adding a rental toggle for better order management.
I also designed a new flow for updating bank details to reduce errors and ensure quick processing. This comprehensive approach aimed to address key pain points and improve overall partner engagement and satisfaction.
Designing several versions of mobile app before finalling the one.
This project focuses on optimizing the Airbnb app by removing user interaction barriers.
Highlighting user-generated reviews and ratings to help guests make informed decisions based on others' experiences.
Reducing cognitive overload by categorizing and minimizing filters. Essential filters are grouped logically, with the number of available properties displayed to aid quick decision-making.
I redesigned the slides with consistent design language. I did iterations of these slides by taking feedback from client in US via loom video.
I designed an incentive program to boost driver engagement and loyalty for Porter. The program featured a ladder-based reward system encouraging drivers to complete trips on time without penalties.
