Bharat Matrimony
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Mahima S
24 Yrs, B.E (Engg)
Aarthi
25 Yrs, 5'4"
Divya R
22 Yrs, 5'4"
Please provide your son’s employment details
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Son’s Employment Type
Private
Son’s Occupation
Manager
Son’s Annual Income
7-8 lakhs
9:30
Bharat Matrimony
Bharat Matrimony
2024
Role
UX Research & Design
Collaborator(s)
2 Product Managers
Timeline
2 Weeks
Objective
To make the BM cohort users to get the relevant matches by transitioning into suitable product.
Impact
Successful transitioning from Jodii to BM by 15%, reduced the customer complaints related to not getting relevant match
To begin with
&
Bharat Matrimony
India’s biggest matrimonial site
100% mobile verified matches
4 crore+ marriages
23 years of successful matchmaking service
Jodii
Vernacular matrimony service
Education level of 10th, 12th and Diploma
For blue collar jobs
Available in regional language
Problem Statement
Around 26% of Jodii graduate users (about 80k) struggle to find relevant life partner matches, although Jodii primarily caters to blue-collar job seekers (10th, 12th pass, and diploma holders). How can we effectively transition these users from Jodii to Bharat Matrimony for better alignment with their needs?
How I have solved this?
Called 10 users
And got to know this
Even though Jodii has been marketed for 10th, 12th and diploma holders it has been misunderstood by the bride or groom’s parents education qualification. So they are registering in Jodii by their expectation is “My daughter is a graduate, so I should at least find graduate matches.”
Design Strategy
Creating a touchpoint inside the Jodii platform and mention about the Bharat Matrimony(BM) to find relevant graduate matches
Step 1
Is it possible to show relevant matches of BM in Jodii
Lets compare the mandatory personal information to show relevant matches
Eating Habits
Income max limit 50k per month
Employed in only 6 parameter
Citizenship
Ancestral origin
Smoking habits
Occupation
Income max limit upto 1 Cr.
Employed in many parameter
Gowthram
Email-ID
BM Mandatory inputs
Jodii Mandatory inputs
Martial Status
Location & City
Mother Tongue
Name, Age & height
Physical status
Phone number
Education
Samyukthava..
24 Yrs, 5'5"
Samyukthava..
24 Yrs, 5'5"
Samyutha Kathiravan
24 Yrs, M.Sc (Engg.)
Relevant match information Name, Age and Education
After comparing Martial status, location, mother tongue, Age, height, physical status, caste, religion and Education details
Conclusion
Usability Testing
We learnt from 10 users by giving tasks
Task completion rate is high and 4/5 user feels comfortable when we keep “Get started” rather than “Onboarding” or “Registering”.
Task completion rate is easy for 5/5 users when asking for email ID at the end rather than at beginning. As user feels big task when we ask at beginning.
Success Metrics and Expected Impact
Increase number of user transition from Jodii to BM through these nudges
Successful transition from Jodii to BM by 15%
Reduce customer complaints related to not finding graduate matches in Jodii
Track the customer complaints while leaving the platform and also from play store reviews.
Learnings and Experiences
User behaviour on searching matches
Few female graduate family members are preferring for someone who is earning more than their educational qualification.
Providing nudges on the most interacted places can increase conversion
Instead of providing nudges in all the places, only keeping on most interacted pages can increase the conversion
jeyapirabhkr@gmail.com
+91-96299 17583
Crafted with love