goals

Business Goals

• Improve user engagement and retention with a mobile-first UX

• Increase AMC conversions by at least 10%

• Establish brand trust through transparent servicing experience

Design Goals

• Build trust and reliability in a traditionally opaque service category

• Reduce user churn during post-booking phase

• Use behavioral nudges to boost AMC and add-on service adoption

discovery & research

User Interviews

I led qualitative interviews with 4 user cohorts:

1. Satisfied customers

2. Unsatisfied customers

3. Drop-offs (booked but churned)

4. First-time riders in our target markets

Key Insights

• Transparency is broken: Users felt blind about what’s actually done to their bikes.

• Time is pain: Traditional service centers often hold bikes 9–10 hours.

• Post-service support is nonexistent: Customers lacked clarity, receipts, and next steps.

• No servicing memory: Users didn’t know what parts were changed last or what to watch for.

problem framing

How might we bring transparency, convenience, and credibility to the 2-wheeler servicing experience so users feel in control even when they’re not present?

This framing helped us approach trust as the product — not just an outcome.

design process

1. Health Card System

Inspired by diagnostic reports, I designed a bike health card with 24 checkpoints categorized into:

• ✅ Green – All good

• ⚠️ Yellow – Monitor, fix soon

• 🔴 Red – Immediate action needed

This gave users clear insight into the state of their bike and created natural upsell triggers.

“It’s the first time I knew what actually needed fixing.” — Pilot user

2. Live Servicing Tracker

To reduce trust friction, I introduced a live tracker with status updates, timestamps, and media (photos/videos) uploaded by mechanics. This acted like a food delivery tracker — but for your vehicle.

Users could follow along asynchronously, turning anxiety into assurance.

3. Dynamic Home Page

Instead of a static app, we built a contextual dashboard that updated per user stage:

• Booking reminder if a service is scheduled

• Quote status if a repair is requested

• Health card history and support buttons post-service

This made the app useful beyond just booking.

4. Membership FOMO Flow (AMC Conversion)

To boost AMC memberships, I designed a 10-minute invite-only offer embedded post-service. Mechanics handed a code with benefits explained and a timer began ticking inside the app — exclusive access to discounted AMC for 10 minutes only.

This urgency + exclusivity model (co-created with the marketing team) led to an 11% boost in AMC signups.

5. Upsell Add-Ons

We used context-based suggestions like:

• Monsoon? → Brake pad, tyre inspection

• Summer? → Engine oil + coolant package

These appeared during checkout based on season and location. Combined with the health card triggers, this increased average order value without overwhelming users.

component library & visual identity

• Used a warm blue + yellow color system to signify reliability and energy

• Designed for accessibility with WCAG AA contrast and 44px+ touch targets

• Built a lean component library in Figma for cards, badges, sliders, and tracker states

• Used icons + text for all statuses (to aid colorblind users)

• Created modular variants for easy dev handoff and real-world scalability

ux flow iterations

We tested 3 home screen concepts:

• Static info page

• Tab-based nav

• Dynamic dashboard → Winner

A/B tests showed:

• 18% faster repeat bookings via contextual reminders

• Lower drop-offs post-booking due to live service status integration

We iterated weekly with feedback from the founder, mechanics, and customers in parallel.

collaboration & constraints

• Developer Syncs: Designed for low bandwidth areas — optimized media compression and asynchronous updates.

• Mechanic Flow Mapping: Interviewed 4 mechanics to map what updates they could realistically log.

• PM Tradeoffs: Postponed wallet integration in favor of live updates for launch.

Regular Loom updates, async Figma comments, and Notion documentation helped us stay agile and lean.

outcome

• +23 in NPS (after launch)

• +11% AMC conversions

• 4.5★ Play Store rating

• 40% increase in post-service app engagement

• Referral rate up via mechanic-triggered code sharing

reflection

This case proved that even low-trust service categories can be reimagined with thoughtful UX and behavioral design.

Key Learnings:

• Service design = Trust design

• Transparency creates upsell opportunities — if framed with empathy

• Mechanics are users too. Designing around their workflows creates better customer experiences.

accessibility & inclusion

• Color contrast, touch targets, and copy readability met WCAG AA

• Status icons had paired text for colorblind accessibility

• Health card used familiar metaphors to ensure readability for low-literacy users