DESIGNING CONVERSATIONS BETWEEN INTERFACES AND USERS

Category Merchandising

Business objective: Increase category mix and expedite new category adoption using merchandising copy.

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My role: Writer (one of two contributors)

Stakeholders: Project manager, Designer, Director - Product

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A few hypothesis we started with:

• Number of bookings from new users will increase as users will become less likely to drop off

• Number of rides tried by new user in the first month was expected to go up as users will learn about various categories faster

• New user retention metrics expected to improve

• Average user category mix is expected to go up as users become more flexible in choosing ride categories

• Queries to Customer Care about category understanding (especially from new users) will go down

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Competitor research:

Downloaded and referred all the major ridesharing apps to understand how they were communicating the information. I referred the following apps:

• Grab

• Lyft

• Uber

• Didi

My process:

1. Worked with category teams to list down all the top features of all our ride categories

2. Worked with designers to understand the character limitations of each sections

3. Framing the card copy with a 'Know More' link leading to a WebView section for each category. Users could swipe the cards to compare different ride categories and proceed to know more about each of them. 

4. Introduced an 'Ideal for' section that would help the users easily relate it with their use case 

5. Adding a detailed description on the WebView and ensuring the continuity of the copy

6. Collating the FAQs for each ride category

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Take a look at how the final merchadising card and WebView copy looked on the Ola app.