Bharat Matrimony
2024
Role
UX Research & Design
Collaborator(s)
Product Manager & Customer Success
Timeline
2 Weeks
Objective
To reduce the false leads generation for wedding bazaar service.
Impact
Reduced from 99% to 16% of false leads, Expected to increase play store ratings and increase of product visibility.
To begin with
&
Bharat Matrimony
India’s biggest matrimonial site
100% mobile verified matches
4 crore+ marriages
23 years of successful matchmaking service
Wedding Bazaar
India’s largest wedding planning platform
2.8 lakh+ vendor in 40+ cities
20 lakh+ happy customers
Hire best makeup artist, photographers, catering, venue halls and other services
Problem Statement
During deletion of Bharat Matrimony profile, 800 users expressed interest in Wedding Bazaar services, but only 3 showed strong interest
Why its Important to Solve
Creating a false leads affects the business growth of wedding Bazaar
As tele-callers average time for talking to this customer are 1 minute.
(Almost 8 hours goes unproductive)
Later customer success reaches them to get success story with these user who wrong gave wrong inputs
How I have solved this?
Lets look at the
existing flow and hypothesis
1
Reason for deleting profile
Already married
Getting married soon
Other reason
2
Where you found match?
Bharath Matrimony
Other matrimonal sites
Offline/Other means
3
We will send gift
To send Gift share
Bride name
Wedding date
4
Request for wedding bazaar services
Request for Wedding Bazaar services
Wedding city
Services you want request
5
Share your success story
Share couple photo and story
...to keep in mind
Hypothesis helps to frame design experiments
4
9:30
Delete Profile
WeddingBazaar.com, from Matrimony.com can help you plan your wedding effortlessly with a list of the best venues, photographers, makeup artists, and more
Select the wedding city:
Enter the city
Submit
Skip for now
9:30
Delete Profile
WeddingBazaar.com, from Matrimony.com can help you plan your wedding effortlessly with a list of the best venues, photographers, makeup artists, and more
Select the wedding city:
Your city name
Chennai
Services you would be interested in:
Wedding Photographers
Bridal Makeup
Wedding Venues
Mehndi Artists
Submit
Hypothesis 3
User’s are not reading the wedding service information, Just to enable primary CTA, they are filling the information
Hypothesis 4
“Skip for now” is often understood as disabled CTA
Hypothesis 5
User’s might be thinking providing city location for getting gift
5
Upload Photo
Thank you for your interest in WeddingBazaar.com.
We will contact you shortly
Upload the couple picture here
Celebrate your happiness by sharing a picture
with your life partner! Inspire others to find
their perfect match
1
9:30
Delete Profile
Please choose a reason for profile deletion
Already Married
Getting Married Soon
Other Reason
Submit
2
9:30
Delete Profile
Congratulations!
We are happy to know that you’ve met your
life partner.
You found your match through:
Bharat Matrimony
Other matrimonial site
Offline/Other means
Submit
Hypothesis 1
User’s are connecting the delete title as “Want to delete Bharat Matrimony app”
3
9:30
Delete Profile
We are happy you found your life partner through us! Join the lakhs of people who have married through our platform.
Please share a few additional details
for us to send you a gift
Bride’s name
Sharmila
Wedding Date Fixed
Date Not Fixed
Wedding date
Select the wedding date
31-May-2024
Submit
Hypothesis 2
User attracted towards gift that’s why they are answering all the other screens
What to ask?
Whom to ask?
Question 1
Have you got partner from our matrimony platform?
Question 2
Are you aware about gifts sending to you?
Question 3
During deleting the profile, have you requested any photography, Makeup artist, marriage venue and other services?
Question 4
If Yes, Do you aware of those services are provided by our matrimony platform only, have you got any suggestions for those services, was it helpful?
Question 4
If No, Did you only deleted the profile. Can you recall what services.. like photography, makeup artist you thought of getting help?
Question 5
Do you aware of these services... are offered by our tamil matrimony ony?
Question 6
If You could also Skipped it, but you have requested for ..services from us? have you changed your mind later?
...to keep in mind
Don’t frame the users and don’t prime them.
Users who have deleted their profiles within the last 2 days.
Telephonic interviewed with 16 users
Insights
8
8
Got Partner from
Bharath Matrimony
Through relatives
13
3
Profile deleted by
Themselves
Others- Friends/Relatives
9
4
Membership type
Free member
Paid member
3
10
Aware about gift
Yes
No
3
10
Remembered choosing wedding services
Yes, Aware
No
5-”Don’t remember the services I have chosen”
3- “Don’t remember the service that I have requested but the marriage is organised from opposite side”
2- “Don’t remember the services I have requested but my marriage is happening in temple”
2-“I’m finalising the vendors sent”
1-“I got request but I have finalised wedding service from my friends suggestions in nearby”
50% of users
(8 in 16) found their partner through relatives, yet they still selected Bharat Matrimony as their platform for finding a partner. It was 35% after we spoke to customer success
7% of users
(1 in 13) are aware of the gift, so they aren't providing random information in exchange for it. Their primary goal is to leave the platform
76% of users
(10 in 13) unaware that Wedding Bazaar is part of the Matrimony group
23% of users
(3 in 13) remember requested for wedding services, so they are providing false leads because their primary goal was to leave the platform
And other UI and Product related issues
Happy customers are not leaving ratings on Google Play Store and iOS App Store, while only dissatisfied customers seem to be providing feedback there
There is excessive information that users don't need when deleting the app, and the visual elements lack a clear hierarchy
Increasing the frequency of sharing user success stories can inspire and motivate more users to engage with Bharat Matrimony, especially since there has been limited sharing so far
Iterations
1
Good flow for users
Reason for deletion
Where they found partner
Provide details to get gift
Request wedding bazaar services
Share status
Give play store ratings
2
Good flow for business
Reason for deletion
Where they found partner
Give play store ratings
Request wedding bazaar services
Share status
Provide details to get gift
3
Good flow for both business and users
Reason for deletion
Where they found partner
Provide details to get gift
Request wedding bazaar services
Give play store ratings
Share status
Conclusion
Success Metrics and Impact
Reduce false leads for Wedding Bazaar request
Reduced from 99% to 16%.
Increase Google play store and IOS app store ratings for Bharat Matrimony
Expected increase 0.2 after 6 months.
Increase people sharing success story with us
CTR of share needs to be tracked.
Learnings and Experiences
Missing of visual hierarchy in design can lead to wrong leads
The hierarchy of information in the delete flow was missing this had lead to wrong lead generation
Collaboration with the entire stakeholders can helps us to design better
I have collaborated from product managers, customer success and data scientist.
jeyapirabhkr@gmail.com
+91-96299 17583
Crafted with love