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Note: For the scope of this assignment -

1. We are limiting the user base to Indian geography only.
2. As user behaviour and journey could differ in every aspect for categories, limiting most aspects to beauty category (salon, spa & massage, hair, nails, treatments) and Cleaning as they are very similar in nature, and certain aspects which are common across categories would be considered in that sense.

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What is UrbanCompany?

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Few insights from UrbanCompany Annual Business Summary

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UrbanCompany Revenue

UrbanCompany Funding

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Key metrics

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How are they very user experience and customer first in their approach

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What is the core value proposition?

1. Convenience
2. Quality
3. Variety of services
   

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WOM game is 💪

70% of users mentioned they have recommended UC via WOM or App referral

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52% of users heard about UC via WOM

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Why have we tagged Home cleaning along with Beauty?

Beauty is more of want based service. Frequency is higher and not need based. Similarly, as a user, you might have house helps at home to cater to cleaning. But UC's professional expertise on cleaning makes them stand out, and hence users prefer Deep cleaning with machines from UC, on a monthly, 3-monthly, 6-monthly etc basis.

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Ideal User Journey + How they feel emotionally of a newly signed up user -

Note: We have connected the new user's ideal user journey to the user experience research and certain hypothesis possible in the breakdown. Hence the newly signed up user's journey.
For eg: A lot of focus was on quality - ratings and reviews for retained users, hence our OB breakdown might prioritise ratings & reviews for some pages.

File

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ICP

*Note: This is on basis of 6 extensive user conversations

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JTBD & User goals

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Across the 20+ user interviews that I had, I noticed some interesting insights and nuances from the users:​

• Cluttered UI on browsing on category pages
  - Category pages are where a newly signed up user could be thinking much so a lot of unclear information can add to the cognitive load to make a decision.
  - This gets really confusing for users, because the master-skus (Pedicure, Manicure etc) are not highlighted clearly. The font size is more or less the same for all categorization. The colour is not different too, which makes it difficult to read. Sometimes the positions of Master-sku also keep changing.
  
  
• Lack of sub-skus differentiation
  - Category pages are where a newly activated user could be thinking much so a lot of unclear information can add to the cognitive load to make a decision.
  - On the browsing page, there are 2 types in Manicure and Pedicure, Elysian rose and Elysian chocolate, with the similar names interpretation is that there is no major except the flavour, which can give a good aroma and feel. But when clicked on 'view details' , differentiation was distinctively shown.
  2 out of 6 ICPs mentioned added cognitive load for this
  
• Auto-adding membership in the cart is annoying for users
  - A newly signed up user, is in a happy + hurry state to finish the checkout, and has built trust to book the service. BUT!! Suddenly, a membership is added. First time user who has never experienced a service, is asked to purchase membership. This is really going to disappoint them, and auto-add can be identified as misleading and trust is almost broken. :(
  - If you're not a member, this could be something you can relate to. Everytime you add a service, a membership is auto-added. This bothers users, because they face this everytime they want to buy a service. Some users felt the cart can be misleading as it should be only showing the items which they added to the cart as an authority and not someone else. Users remove it everytime.
  
• Extra charge from 6pm is disappointing as they feel it's too early for late hours
  - A newly signed up user, is again in a happy mode, to select the convenient slot and fulfilling it's convenient goal.. BUT!! We are charging 150 extra for 6pm slots. Most salons in metros are open till 7:30 and don't charge any extra fee for this. For users like working professional, who end their work by late evening, have to pay 10-30% extra to get a convenient slot. Does it still seems as convenient as it's supposed to be?
  - While it's understandable that professionals should not be working late and it's for their safety, but for our ICPs, most working women, this could be a problem. 6pm could be a little early. and especially if the service is short <1hr, then it might not feel viable.
  
• Go through the whole process for the repeat service
  - Most retained users have fixed services that they always opt for. Users have to go through the whole process of search, browsing, finding and selecting again (>2mins). They find it a bit inconvenient, repetitive, and time consuming.
  
• Unable to find repeat professionals
  - Most users complained about unable to find their repeat professionals. They would like to prefer repeat over auto assigned option, but since they don't get that option enough, they just go with auto-selected as the 2nd and only option. This could lead to drop-offs, in case users are certain about their professionals.
  
• Loading takes time
  - Sometimes users mentioned loading takes time and back button takes you to 2-4 screens back which increases the cognitive load.

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Onboarding teardown

UrbanCompany - Onboarding teardown (4).pdf

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Metrics to track

Onboarding steps

Primary metrics

1. Time to value -

Metric: Category page browsing in 24-48 hours.

Why?

Most users mentioned they booked the service for a need based service or the service they can't find outside easily and hence it was urgent.
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Secondary metrics

1. Sign up in 24 hours downloading the app

Activation metrics

Primary metrics

1. Net booking (Completed service, Not cancelled / rescheduled) within 72-96hrs
2. Rating the professional >=4
   Why?
   65% of UC users rate the professional as per our user research and a trusted source.
   Demarcation of >=4 to define good and valued user experience. 5 out of 6 users mentioned the significance of 4+ ratings and how they tend to give 4.5-5
3. Once in 3 months for want based service, Once in 3 months for need based service

Why?
While want based services are limited but have a higher frequency due to industry demand

Need based services has a very large portfolio, and let's agree some or the other thing can be broken in the house quarterly.

Secondary metrics

Check-out drop-offs in case of extra 150rs on most preferred slots

Not getting slots

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Retention metrics

1. Users booking a particular service quarterly
   Why?
   Shows that they value a service the most and it brings them back to the platform
2. 70% of services are rated
   Why?
   Once a user, has used UC and found the value in standardization, they would get accustomed to rating the service
3. Increase in breadth, using <=1 service quarterly other than they generally use
   Why?
   4 out of 6 users interviewed said they started to use all services one by one, after they gained trust in 1-2 services

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Feature usage/adoption

Ratings & Reviews
1. No.of clicks and views on ratings and reviews on category page and post booking assigned professional's page
Why?
5 out of 6 users have priortised quality as the 1st or 2nd factor with conveinience

Availability of slots
No.of clicks and views

1. Availability of evening slots in weekdays and weekends should have a 80% slots availability
2. ​Why?
   4 out of 6 users have priortised convenience as the 2nd factor along with quality
   

'View details'
No.of clicks and views

1. 4 out of 6 users mentioned they went through all the details while booking a new service

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