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NoBroker- Home Services
NoBroker- Home Services
Services Catalogue: Solving for
simplification & scalability
Services Catalogue: Solving for
simplification & scalability
Services Catalogue: Solving for simplification & scalability
At-A-Glance
At-A-Glance
Home Services is NoBroker's largest offering, catering to 100 million customers with a wide range of needs for urban households. These services are organised into distinct catalogues; however, the expansion has led to some disorganisation.
As a Product Designer, I spearheaded the design process from concept to implementation, emphasising clarity, scalability, and user adoption.
Home Services is NoBroker's largest offering, catering to 100 million customers with a wide range of needs for urban households. These services are organised into distinct catalogues; however, the expansion has led to some disorganisation.
As a Product Designer, I spearheaded the design process from concept to implementation, emphasising clarity, scalability, and user adoption.
Team
Team
Priyanshi, PD
Sakshi Singh, VD
Bharat Jain, PM
Abhilasha Gupta, PM
Deepak Makkar, SWE
Anmol Mahendra, SWE
Najmush Saaquib, SWE
Priyanshi, PD
Sakshi Singh, VD
Bharat Jain, PM
Abhilasha Gupta, PM
Deepak Makkar, SWE
Anmol Mahendra, SWE
Najmush Saaquib, SWE
My Role
My Role
Product Designer-
Interaction Design Visual Design
User Flows Prototyping
Usability Testing
Product Designer-
Interaction Design Visual Design
User Flows Prototyping
Usability Testing
Timeline
3 design sprints,
Jun-Jul 2025
problem space
problem space
Do we really need this redesign?
Do we really need this redesign?
We had some problems to fix.
We had some problems to fix.
→
Post reorganisation, missing GA data made us question the importance and contribution of each page section
Post reorganisation, missing GA data made us question the importance and contribution of each page section
→
As the product diversified and new services came in, the previous design couldn’t scale well.
As the product diversified and new services came in, the previous design couldn’t scale well.
→
The categories merged into each other. Users couldn’t locate themselves in the endless list of cards.
The categories merged into each other. Users couldn’t locate themselves in the endless list of cards.
→
New features like ratings & reviews, cohort-based offers were challenging to fit in.
New features like ratings & reviews, cohort-based offers were challenging to fit in.
The pre-redesign experience of Catalogue page.
The pre-redesign experience of Catalogue page.
To combat these problems, we needed a complete overhaul, a fresh look that would be at par with the competitors and work well for the current and future elements.
To combat these problems, we needed a complete overhaul, a fresh look that would be at par with the competitors and work well for the current and future elements.
But why right now?
But why right now?
Diwali is the biggest time for NoBroker Home Services. Providing clarity to customers during the Diwali rush is our top priority.
We expect to decrease disuse and increase sales with the new, uncluttered interface.
Diwali is the biggest time for NoBroker Home Services. Providing clarity to customers during the Diwali rush is our top priority.
We expect to decrease disuse and increase sales with the new, uncluttered interface.
DISCOVER
DISCOVER
The Unvalidated Significance of
Existing Elements
The Unvalidated Significance of
Existing Elements
As we wanted to change the existing catalogue page, the missing GA events meant fixes based on vibes, rather than data. To take informed decisions, we ran week-long A/B tests to validate our hypotheses for every section and element in the page.
As we wanted to change the existing catalogue page, the missing GA events meant fixes based on vibes, rather than data. To take informed decisions, we ran week-long A/B tests to validate our hypotheses for every section and element in the page.
Hypothesis
Hypothesis
The video occupies valuable space on the landing page. Removing it could lead to an increase in click-through rates (CTR) by allowing for additional content.
The video occupies valuable space on the landing page. Removing it could lead to an increase in click-through rates (CTR) by allowing for additional content.
Result
Result
The hypothesis proved wrong. There was a dip of ~5% in CTR when video was removed.
The hypothesis proved wrong. There was a dip of ~5% in CTR when video was removed.
Hypothesis
These icons account for 35% of all clicks on a catalogue page. Bigger and clearer visuals (images) would further increase the CTR.
Assumption
Based on the home page’s CTR improvement in similar icon to image transitions, we assumed these icons would also be successful.
Hypothesis
Wastage of prime real estate. Removing this card would not change the number of people subscribing to VIP
Assumption
The hypothesis proved wrong. We observed a negative trend of up to 8% decline.
Hypothesis
The placement of Popular Services prior to the primary offerings may create friction. Removing it could allow for additional content on the landing page, potentially leading to an increase in click-through rates.
Assumption
The hypothesis proved wrong. There was a dip of ~5% in CTR when this section was removed.
Hypothesis
The presence of VIP price here for non members does not amount to change in VIP subscriptions taken
Assumption
When removed for a week, near zero change was observed.
Hypothesis
Once the service list for a category ends, all the other services are presented as must try services. Removing this section would not change the lead generated.
Assumption
There was 3% increase in lead creation in case where must try services were not shown.
Possible reasons:
Must try services distract users from their core goals and lead to abandoning of the cart
Customers have a high clarity of which category to book, especially in the case of cleaning bookings
Hypothesis
These icons account for 35% of all clicks on a catalogue page. Bigger and clearer visuals (images) would further increase the CTR.
Assumption
Based on the home page’s CTR improvement in similar icon to image transitions, we assumed these icons would also be successful.
Hypothesis
Wastage of prime real estate. Removing this card would not change the number of people subscribing to VIP
Result
The hypothesis proved wrong. We observed a negative trend of up to 8% decline.
Hypothesis
The placement of Popular Services prior to the primary offerings may create friction. Removing it could allow for additional content on the landing page, potentially leading to an increase in click-through rates.
Result
The hypothesis proved wrong. There was a dip of ~5% in CTR when this section was removed.
Hypothesis
The presence of VIP price here for non members does not amount to change in VIP subscriptions taken
Result
When removed for a week, near zero change was observed.
Hypothesis
Once the service list for a category ends, all the other services are presented as must try services. Removing this section would not change the lead generated.
Result
There was 3% increase in lead creation in case where must try services were not shown.
Possible reasons:
Must try services distract users from their core goals and lead to abandoning of the cart
Customers have a high clarity of which category to book, especially in the case of cleaning bookings
Hypothesis
These icons account for 35% of all clicks on a catalogue page. Bigger and clearer visuals (images) would further increase the CTR.
Assumption
Based on the home page’s CTR improvement in similar icon to image transitions, we assumed these icons would also be successful.
Hypothesis
Wastage of prime real estate. Removing this card would not change the number of people subscribing to VIP
Result
The hypothesis proved wrong. We observed a negative trend of up to 8% decline.
Hypothesis
The placement of Popular Services prior to the primary offerings may create friction. Removing it could allow for additional content on the landing page, potentially leading to an increase in click-through rates.
Result
The hypothesis proved wrong. There was a dip of ~5% in CTR when this section was removed.
Hypothesis
The presence of VIP price here for non members does not amount to change in VIP subscriptions taken
Result
When removed for a week, near zero change was observed.
Hypothesis
Once the service list for a category ends, all the other services are presented as must try services. Removing this section would not change the lead generated.
Result
There was 3% increase in lead creation in case where must try services were not shown.
Possible reasons:
Must try services distract users from their core goals and lead to abandoning of the cart
Customers have a high clarity of which category to book, especially in the case of cleaning bookings
DEFINE
DEFINE
Who are we solving for?
Who are we solving for?
Budget-conscious families and working professionals who
→ are price sensitive
→ seek convenience and reliability
→ bundle services while booking for extra discounts
→ have limited time for home maintenance
Budget-conscious families and working professionals who
→ are price sensitive
→ seek convenience and reliability
→ bundle services while booking for extra discounts
→ have limited time for home maintenance
What are the Customers trying to achieve?
What are the Customers trying to achieve?
Identification of goals with Jobs-to-be-Done framework
Identification of goals with Jobs-to-be-Done framework
core principles
core principles
Since we're dealing with the price-sensitivity and high intent of our user base, the last thing I wanted to do was confuse users while navigating and perceiving the services.
To enable a simplified usage, I derived the core principles from the three costs that I’m solving for.
Since we're dealing with the price-sensitivity and high intent of our user base, the last thing I wanted to do was confuse users while navigating and perceiving the services.
To enable a simplified usage, I derived the core principles from the three costs that I’m solving for.
Costs
Costs
Core Principles
Core Principles
Cognitive Cost
Cognitive Cost
Make services super easy to find and understand
Make services super easy to find and understand
Expansion Cost
Expansion Cost
Build a solution that scales effortlessly
Build a solution that scales effortlessly
Business Cost
Business Cost
Highlight services in order of saleability
Highlight services in order of saleability
Constraints & Assumptions
Constraints & Assumptions
Changing the status bar’s background would be tech dependent
Search couldn’t be collapsed or added to the bottom of screen
Header visuals had to be optimised for videos rather than png images
These design directions do not emphasize videos as effectively as they do static images.
These design directions do not emphasize videos as effectively as they do static images.
Explorations
Explorations
First-fold
First-fold
Utilising video’s ability to convey service scope, the user is reinsured of their location in the app. The search bar’s position follows from the home page.
The catalogue page, along with being an intermediate page, can act as a standalone home page as well for users coming through external links.
The icons help understand the scope of the page as well as navigate.
Utilising video’s ability to convey service scope, the user is reinsured of their location in the app. The search bar’s position follows from the home page.
The catalogue page, along with being an intermediate page, can act as a standalone home page as well for users coming through external links.
The icons help understand the scope of the page as well as navigate.
Intra-page navigation
Intra-page navigation
A catalogue page with upto 110 SKUs* in Carpentry, necessitated the need for an intra-page navigation to quickly jump between checkboxes.
A catalogue page with upto 110 SKUs* in Carpentry, necessitated the need for an intra-page navigation to quickly jump between checkboxes.
Legend
Legend
Category:
Category:
Umbrella term for similar type of services like Home Cleaning, Painting
Umbrella term for similar type of services like Home Cleaning, Painting
Checkbox:
Checkbox:
Subset of category. Could be a group of packages like furnished villa cleaning or a group of similar services like appliance cleaning.
Subset of category. Could be a group of packages like furnished villa cleaning or a group of similar services like appliance cleaning.
SKU:
SKU:
Stock Keeping Units are the individual services types under a category or check box
Stock Keeping Units are the individual services types under a category or check box
The tabs automatically switch as the user scrolls. Core principle was achieved my making making super easy and intuitive.
The tabs automatically switch as the user scrolls. Core principle was achieved by making super easy and intuitive.
The tabs automatically switch as the user scrolls. Core principle was achieved my making making super easy and intuitive.
Service cards
Service cards
The service offerings for each category is unique. I started by mapping the checkboxes and skus for each category, followed by listing attributes for each of them along with their variations.
I had to make sure a single card component works for every service type, for any number of attributes.
The service offerings for each category is unique. I started by mapping the checkboxes and skus for each category, followed by listing attributes for each of them along with their variations.
I had to make sure a single card component works for every service type, for any number of attributes.
Mapping packages (left) and checkboxes/ individual SKUs (right) for each category
Mapping packages (left) and checkboxes/ individual SKUs (right) for each category
A card could have anywhere between 6-18 elements. A list of these, along with their permanent or removable status for each type (Packages, Checkboxes and SKUs) helped me make sure no case goes missed.
A card could have anywhere between 6-18 elements. A list of these, along with their permanent or removable status for each type (Packages, Checkboxes and SKUs) helped me make sure no case goes missed.
I put the iterations in user testing and got three major feedbacks:
“I don’t understand why there are two prices for me. If 399 is the final price, why not slash 499?”
“This price is clashing with the offer”
“The 3 things I focus on here are the package’s name ‘Essential’, the price 799 and Add button ”
I put the iterations in user testing and got three major feedbacks:
“I don’t understand why there are two prices for me. If 399 is the final price, why not slash 499?”
“This price is clashing with the offer”
“The 3 things I focus on here are the package’s name ‘Essential’, the price 799 and Add button ”
Finally, I designed the cards that was easily understood, highlighted the pricing and could be scaled seamlessly, directly contributing to the core principles.
Finally, I designed the cards that was easily understood, highlighted the pricing and could be scaled seamlessly, directly contributing to the core principles.
Cards for Package Type 1, Package Type 2 and SKU, with the most comprehensive information version at the top and minimum possible details at the bottom.
Cards for Package Type 1, Package Type 2 and SKU, with the most comprehensive information version at the top and minimum possible details at the bottom.
Other cards
Other cards
Rest of the cards on the page include popular services, mini services, book again. These cards help bring out highly rebooked services, helping achieve the third core principle of 'Highlight services in order of saleability'.
Rest of the cards on the page include popular services, mini services, book again. These cards help bring out highly rebooked services, helping achieve the third core principle of 'Highlight services in order of saleability'.
Watch the cards in action!
Watch the cards in action!
A quick glance of how the cards look with different levels of information.
The component can be viewed from any desktop device of 1280 or more
The component can be viewed from any desktop device of 1280 or more
Package
SKU
Book Again
Recommended
Add-on
'NEW' Tag
Rating, Estimated Time
Price: Discount
Price: Offer
Add: Options
Description: >1 line
Reset all
summing it up
summing it up
What began as a minor project focused on cosmetic updates evolved into a comprehensive overhaul aimed at enhancing consistency and usability for both NoBroker users and the NoBroker tech team.
This initiative encompassed not only design and frontend improvements but also significant changes to backend logic to meet our usability and quality objectives.
The challenge extended beyond mere visual enhancements. Broken user flows, missing analytics, and outdated patterns required extensive thought and testing to craft a solution that would fit every situation across all services.
Special thanks to Bharat and Abhilasha for providing clarity at even the bleakest junctures, and to Puneet and Shalvi for their steadfast support.
What began as a minor project focused on cosmetic updates evolved into a comprehensive overhaul aimed at enhancing consistency and usability for both NoBroker users and the NoBroker tech team.
This initiative encompassed not only design and frontend improvements but also significant changes to backend logic to meet our usability and quality objectives.
The challenge extended beyond mere visual enhancements. Broken user flows, missing analytics, and outdated patterns required extensive thought and testing to craft a solution that would fit every situation across all services.
Special thanks to Bharat and Abhilasha for providing clarity at even the bleakest junctures, and to Puneet and Shalvi for their steadfast support.
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© Priyanshi 2025
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© Priyanshi 2025