Bharat Matrimony
2024
Role
UX Research & Design
Collaborator(s)
1 Product Manager & 2 Operations
Timeline
3 Weeks
Objective
To reduce spam profile onboarding to Bharat Matrimony and maintain safe and secure platform.
Impact
Spam profile has been drastically reduced in the matrimony platform from 127 reporting to 5 per month.
To begin with
Bharat Matrimony Journey & Reviews
Bharat Matrimony
India’s biggest matrimonial site
100% mobile verified matches
4 crore+ marriages
23 years of successful matchmaking service
Register
View matches
Send Interest for free
View contact number by paying
Like each other
Proceed for marriage
Increasing Fake accounts
Its been found that, increasing fake profile creation which are created by money launders, marriage brokers and other inactive users like less than 20 years of age. This is resulted in low trustworthy of the platform to show genuine profiles
Problem Statement
To ensure that every user creates a profile on Bharat Matrimony with genuine intent, and to filter out fake, spam, and frivolous profiles
How I have solved this?
Make verification mandatory for all users. They can view only limited profiles per day and they need to verify to contact matches
NRI profiles should be cross-verified with their stated location
Since fake government IDs cannot be verified, implementing a mandatory liveliness check for all users is essential.
It’s a process of
Trail & Error
Through discussion from the product team of creating a new feature, we understood the technical constraints of selfie verification from the current third party vendor. We did competitive analysis and iterations for the flow.
NRI based profiles
First they are taking photos from social media platforms like instagram then creating a profile having more than 1 crore of income, and they specifically target married people more than 37 years of age and ask them to urgently transfer money.
What 5 user’s said about...
How these spams are happening
M
V
Learnings
1
Spammers are using different mobile numbers to create multiple profiles
2
The government-issued IDs, such as Aadhar, driving license, and passport, can be faked
3
Most of the spam profiles are from NRI females, often mentioned salaries above 30 lakhs
Conclusion
Usability Testing
We learnt from 5 users
Initially, we stated that 'verification can be done by anyone within the family.' However, we later removed this information as it was being misused by scam profiles
We updated the heading from "Verification pending" to "Activation pending" because many users were becoming suspicious
Initially, we had options like 'Call us to activate' or 'You can activate yourself,' but many users were opting to call, which didn't align with our goal of increasing successful self-verification
Success Metrics and Impact
Reduce spam profile status on monthly basis
Spam profile has been drastically reduced in the matrimony platform from 127 reporting to 5 reporting per month.
Learnings and Experiences
People’s demotivation is used for money laundering
People are getting demotivation due to low matches and they has been misued by spam profile to launder money
jeyapirabhkr@gmail.com
+91-96299 17583
Crafted with love