A trust system that turned mileage anxiety into ₹2Cr in upsell revenue
A trust system that turned mileage anxiety into ₹2Cr in upsell revenue
A trust system that turned mileage anxiety into ₹2Cr in upsell revenue
Duration
Duration
Duration
6 months (Dec 24 - May 25)
6 months (Dec 24 - May 25)
6 months (Dec 24 - May 25)
Platform
Platform
Platform
mWeb & Desktop
mWeb & Desktop
mWeb & Desktop
My role
My role
My role
0→1 Product designer
0→1 Product designer
0→1 Product designer
Impact at a glance
Impact at a glance
Impact at a glance
Purchase Conversion
Purchase Conversion
Purchase Conversion
+46.9%
+46.9%
+46.9%
Feature Adoption
Feature Adoption
Feature Adoption
32k MAU
Support Tickets
Support Tickets
Support Tickets
-39%
-39%
-39%
NPS
Score
NPS
Score
NPS
Score
+38%
+38%
+38%
A strategic product design initiative that increased buyer confidence, drove cross-sell revenue by ₹2Cr annually, and positioned Cars24 as India's most transparent used car platform
A strategic product design initiative that increased buyer confidence, drove cross-sell revenue by ₹2Cr annually, and positioned Cars24 as India's most transparent used car platform
A strategic product design initiative that increased buyer confidence, drove cross-sell revenue by ₹2Cr annually, and positioned Cars24 as India's most transparent used car platform
Overview
Overview
Overview
My role
My role
My role
Led end-to-end design from research to launch and optimization
Led end-to-end design from research to launch and optimization
Led end-to-end design from research to launch and optimization
Responsibilities
Responsibilities
Responsibilities
Drove product strategy and vision for trust-building initiatives
Led user research with 24 buyers/sellers and analyzed 6 months of behavioral data
Designed and tested 5 visual concepts with 2,400+ users
Collaborated with data scientists to translate ML outputs into intuitive interfaces
Facilitated cross-functional workshops with PM, engineering, operations (12+ stakeholders)
Defined success metrics and analyzed post-launch performance
Drove product strategy and vision for trust-building initiatives
Led user research with 24 buyers/sellers and analyzed 6 months of behavioral data
Designed and tested 5 visual concepts with 2,400+ users
Collaborated with data scientists to translate ML outputs into intuitive interfaces
Facilitated cross-functional workshops with PM, engineering, operations (12+ stakeholders)
Defined success metrics and analyzed post-launch performance
Drove product strategy and vision for trust-building initiatives
Led user research with 24 buyers/sellers and analyzed 6 months of behavioral data
Designed and tested 5 visual concepts with 2,400+ users
Collaborated with data scientists to translate ML outputs into intuitive interfaces
Facilitated cross-functional workshops with PM, engineering, operations (12+ stakeholders)
Defined success metrics and analyzed post-launch performance
Project Context
Project Context
Project Context
The ₹2.5 trillion trust problem
The ₹2.5 trillion trust problem
The ₹2.5 trillion trust problem
India's used car market was valued at $32B in 2024, with 4.4M cars sold annually 25% more than new car sales. Yet 30-40% of used cars have tampered odometers, making fraud the 1st barrier to online purchases.
India's used car market was valued at $32B in 2024, with 4.4M cars sold annually 25% more than new car sales. Yet 30-40% of used cars have tampered odometers, making fraud the 1st barrier to online purchases.
India's used car market was valued at $32B in 2024, with 4.4M cars sold annually 25% more than new car sales. Yet 30-40% of used cars have tampered odometers, making fraud the 1st barrier to online purchases.
The business challenge:
The business challenge:
The business challenge:
58% bounce rate on listing pages
58% bounce rate on listing pages
58% bounce rate on listing pages
72% of buyers cited odometer fraud as top concern
72% of buyers cited odometer fraud as top concern
72% of buyers cited odometer fraud as top concern
45% abandoned purchases due to verification issues
45% abandoned purchases due to verification issues
45% abandoned purchases due to verification issues
28% of support tickets were post-purchase disputes about mileage
28% of support tickets were post-purchase disputes about mileage
28% of support tickets were post-purchase disputes about mileage
My hypothesis:
My hypothesis:
My hypothesis:
If we provide free, transparent odometer verification with visual confidence scoring, we can reduce buyer anxiety, increase conversion, and create natural demand for paid vehicle history reports.
If we provide free, transparent odometer verification with visual confidence scoring, we can reduce buyer anxiety, increase conversion, and create natural demand for paid vehicle history reports.
If we provide free, transparent odometer verification with visual confidence scoring, we can reduce buyer anxiety, increase conversion, and create natural demand for paid vehicle history reports.
This wasn't just about fraud detection; it was about building systematic trust that would differentiate Cars24 in a commoditized market.
This wasn't just about fraud detection; it was about building systematic trust that would differentiate Cars24 in a commoditized market.
This wasn't just about fraud detection; it was about building systematic trust that would differentiate Cars24 in a commoditized market.
Problem Discovery
Problem Discovery
Problem Discovery
I began with deep user research to understand why odometer fraud was such a barrier:
I began with deep user research to understand why odometer fraud was such a barrier:
I began with deep user research to understand why odometer fraud was such a barrier:
Research methods:
Research methods:
Research methods:
24 user interviews (15 buyers, 9 sellers) across Bangalore, Delhi, Mumbai
Behavioral analysis of 6 months of funnel data identifying drop-off patterns
Field research shadowing 5 inspection agents to understand ground realities
Competitive analysis of CarDekho, Spinny, OLX Autos verification features
Referring support ticket mining revealing; 2,400 monthly disputes about vehicle condition
24 user interviews (15 buyers, 9 sellers) across Bangalore, Delhi, Mumbai
Behavioral analysis of 6 months of funnel data identifying drop-off patterns
Field research shadowing 5 inspection agents to understand ground realities
Competitive analysis of CarDekho, Spinny, OLX Autos verification features
Referring support ticket mining revealing; 2,400 monthly disputes about vehicle condition
24 user interviews (15 buyers, 9 sellers) across Bangalore, Delhi, Mumbai
Behavioral analysis of 6 months of funnel data identifying drop-off patterns
Field research shadowing 5 inspection agents to understand ground realities
Competitive analysis of CarDekho, Spinny, OLX Autos verification features
Referring support ticket mining revealing; 2,400 monthly disputes about vehicle condition
Key insights:
Key insights:
Key insights:
Buyers don't want more data. They want a verdict they can defend.
Cheap cars and expensive cars have totally different amounts of information available.
Buyers pay for certainty in the moment they realize they need it.
Buyers don't need to feel 100% sure , they need a clear answer they can defend
Buyers don't want more data. They want a verdict they can defend.
Cheap cars and expensive cars have totally different amounts of information available.
Buyers pay for certainty in the moment they realize they need it.
Buyers don't need to feel 100% sure , they need a clear answer they can defend
Buyers don't want more data. They want a verdict they can defend.
Cheap cars and expensive cars have totally different amounts of information available.
Buyers pay for certainty in the moment they realize they need it.
Buyers don't need to feel 100% sure , they need a clear answer they can defend
Design Process
Design Process
Design Process
Problem framing workshop
Problem framing workshop
Problem framing workshop
How might we make algorithmic decisions feel trustworthy to non-technical users?
How might we make algorithmic decisions feel trustworthy to non-technical users?
How might we make algorithmic decisions feel trustworthy to non-technical users?
Information Architecture
Information Architecture
Information Architecture
Home page/ Vehicle Details → Odometer Check (free) → Service History (paid) → Checkout
Home page/ Vehicle Details → Odometer Check (free) → Service History (paid) → Checkout
Home page/ Vehicle Details → Odometer Check (free) → Service History (paid) → Checkout
Visual design iterations
Visual design iterations
Visual design iterations
Visual Design
Visual Design
Visual Design
Content strategy
Content strategy
Content strategy
Every piece of copy was intentionally designed to build trust without creating alarm
Every piece of copy was intentionally designed to build trust without creating alarm
Every piece of copy was intentionally designed to build trust without creating alarm
Prototyping and testing
Prototyping and testing
Prototyping and testing
The final design
The final design
The final design
Overview
Overview
Overview
Landing page
Landing page
Landing page
Vehicle details page
Vehicle details page
Vehicle details page
Result page
Result page
Result page
Design Impact
Design Impact
Design Impact
Impact at a glance
Impact at a glance
Impact at a glance
Metric
Metric
Metric
Before
Before
Before
After
After
After
Change
Change
Change
Purchase conversion
Purchase conversion
Purchase conversion
3.2
3.2
3.2
4.7
4.7
4.7
+46.9%
+46.9%
+46.9%
NPS Score
NPS Score
NPS Score
42
42
42
58
58
58
+38%
+38%
+38%
Feature Adoption
Feature Adoption
Feature Adoption
N/A
N/A
N/A
67.8
67.8
67.8
32K MAU
32K MAU
32K MAU
Support tickets
Support tickets
Support tickets
2400/m
2400/m
2400/m
1908/m
1908/m
1908/m
-39%
-39%
-39%
Thank you
Thank you
Thank you