Ramasarat Portfolio

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About

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Self Assessment Revamp

A deep dive into user behavior, large-scale outreach, and strategic design changes that boosted weekly orders by 4x.

What is the problem?

After a few months of launching our D2C brand, we noticed low conversion numbers on Self Assessment (SA) funnel. I was tasked to find the root cause for the drop offs and suggest a solution.

My role in it

As the Sr. Product Designer, I led the investigation into why users dropped off after completing the Self Assessment (SA) flow. I collaborated with data, operations, and engineering teams to uncover insights, validate hypotheses, and redesign the experience.

Timeline

2 months

Result

Weekly orders jumped from ~30 to over 120+.

Introduced multiple product offerings.

Findings

After spotting low conversions post-SA, I analyzed CleverTap funnel data and found a significant drop-off at the SA result page. While the data showed where users left, it didn’t explain why—prompting a deeper investigation.

To uncover the root causes behind user drop-offs, I partnered with the operations team to analyze call logs and conducted interviews, reaching out to over 1000 users. This large-scale, cross-functional research surfaced specific user anxieties and service-level gaps that were directly impacting conversion rates, leading to actionable insights that refined both the product experience and operational workflows.

Discoveries from calling campaign

26% users had a price issue

18% wants a detailed report

14% wants to see reviews

Areas of improvement

Making a detailed skin report on the result page.

Multiple product offerings to choose from.

Adding social proof (testimonials, expert validation, trust badges)

Adding trust factors like ratings, no. of customers, FDA badge, etc...

Exploring & Designing

Problems with the current result page and how to solve them