UrbanClap
Overview
CityClap is a home services app designed to enhance trust and safety in on-demand bookings. The project focused on visible safety measures, location-based reviews, and a seamless user experience to boost engagement and reliability.
My Role
As a UX Designer, I led the end-to-end design process. This included conducting research, understanding user pain points, designing impactful solutions, and crafting wireframes to address both functional and emotional user needs.
Project Goal
To develop a robust UX strategy that addresses safety and trust concerns, ultimately increasing user confidence and driving higher bookings for home services during challenging times.
Background
The pandemic introduced new behavioural challenges. Due to health concerns, users became wary of letting strangers into their houses, resulting in a sharp decline in home service bookings. Users struggled with trust, convenience, and safety concerns despite the eventual need for such services.
Challenge
Key pain points were identified:
Safety Visibility: Users lacked assurance about the health and safety measures taken by service providers.
Trust Deficit: Trusting strangers was harder than relying on acquaintances or familiar providers.
Local Accessibility: Online services often failed to meet daily needs when products weren’t readily available.
Goals and Objectives
Make safety measures highly visible to users.
Build trust through transparent reviews and health updates.
Enhance convenience with local store deliveries.
Increase engagement by addressing trust and safety concerns.
Process
Research and Discovery
65 user surveys and 5 in-depth interviews with UrbanClap users to identify behavior shifts and safety concerns.
Competitor analysis to understand how other service-based platforms addressed similar issues.
After analysing user data and pain points, the users were categorised into Old Schoolers and Tech-Savvy groups. Using an empathy map, their concerns were explored in depth to uncover key insights that shaped the design solutions.
Challenge
Key pain points were identified:
Safety Visibility: Users lacked assurance about the health and safety measures taken by service providers.
Trust Deficit: Trusting strangers was harder than relying on acquaintances or familiar providers.
Local Accessibility: Online services often failed to meet daily needs when products weren’t readily available.
Goals and Objectives
Make safety measures highly visible to users.
Build trust through transparent reviews and health updates.
Enhance convenience with local store deliveries.
Increase engagement by addressing trust and safety concerns.
Solutions
I designed a trust-first UX strategy, integrating features that prioritise:
Safety Assurance:
Displayed health protocols, including provider certifications, PPE usage, and real-time health status.
A dedicated safety badge system to verify COVID-compliant service providers.
Building Trust:
Location-based reviews help users rely on feedback from nearby customers.
Verified local user badges for credible testimonials.
Enhancing Convenience:
A local store delivery feature that enables nearby shops to fulfill essential service-related orders (e.g., cleaning supplies, spare parts).
Seamless booking with real-time availability indicators.
Lo-Fi Design Solutions
We sketched initial concepts to visualise workflows, focusing on simplicity and functionality.
The precautionary measures taken by the members was suggested to be highlighted on the home screen to provide more transparency than posting just a blog about it.
Instead of providing just the temperature of the service member visiting, a time stamp was also included to build trust to reassure the customers and build a sense of trust
Location-based reviews being highlighted first for an of-chance of finding someone the customer they know and to build trust in the service member in the process
Testing & Refinement
We conducted usability testing with a diverse set of users to validate our solutions.
Key Improvements Based on Feedback:
Improved safety section visibility on the homepage.
Simplified review display, prioritizing local feedback first.
Streamlined store checkout flow, reducing booking friction.
Outcome
We conducted usability testing with a diverse set of users to validate our solutions.
Key Improvements Based on Feedback:
Improved safety section visibility on the homepage.
Simplified review display, prioritizing local feedback first.
Streamlined store checkout flow, reducing booking friction.
Other Projects
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My Thesis : Effects of language diversity on Financial Inclusion and DFS usability in India
The study examines how language diversity affects digital financial service (DFS) usability in India, finding that low English proficiency users face significant barriers, leading to lower usability and financial exclusion. It highlights the need for better localisation in fintech platforms to improve accessibility and inclusion.
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