Badho
Redesigning Product Quantity Selection to Drive Bulk Purchases
Made bulk buying more intuitive and delightful for Retailers —resulting in +20% AOV and −12% order rejection
↑ KYC verified sellers
↑ Products in seller catalogue
Team
Product Designer (me)
Product Lead
3 Full Stack developers
My Role
Product Thinking
UX Design
Research analysis
Stakeholder Management
Wireframing & Hi-Fi Prototyping
Usability Testing
Duration
2 Weeks ( Product & Design )
1 Week ( QA Testing )
Context
Badho connects retailers & distributors in one system
Badho runs two apps. The Buyer App is a B2B ecommerce app used by retailers to buy directly from distributors. The Seller App is used by distributors to manage products, pricing and orders. This case study covers the Buyer App : specifically, the retailer's profile.
Buyer App
Used by retailers to browse products and place orders
Seller App
Used by distributors to manage products, pricing, and orders
Why redesign onboarding
It started with an onsite visit
and direct feedback
Research began with a distributor onsite visit in Goa, where onboarding surfaced as one of the major challenges during feedback sessions.
They said
"Process samajh nahi aa raha" — I don't understand the process
"Is app se hume kya fayda hoga?" — What benefit will we get from this app?
Other gaps we found
KYC reluctance
Onboarded users are not keen on verifying KYC.
Poor profile setup
Need to set up catalogue properly
if not, this leaves a poor profile for them on the buyer app.
Sales Executives dependency
High dependency on Sales Executives to complete onboarding on the seller's behalf.
And an opportunity: UI enhancements and delight could make the design simpler, more predictable, and more familiar for them.
Old design audit
Auditing what wasn't working
Redesign objectives
Turning insights into goals 🎯
Onboard quality sellers
Sellers who are willing to add catalogue products and verify KYC.
Convince on value proposition
Motivate sellers by selling how Badho can grow their business — features, testimonials, and more.
Add delight
For sellers willing to add catalogue products and verify KYC.
Moodboarding
Looking at onboarding done well elsewhere
Reference points: IndiaMart, Zomato Partner, and Zomato — all B2B/marketplace onboarding flows aimed for busy business owners.
Progressive Disclosure
The long onboarding flow is broken into clear steps to make it easier to follow.
Communicate Product Value
A simple, easy-to-understand UI highlights why the product is useful.
Visibility to Support
FAQs and Help are easily accessible on most screens so users never feel stuck.
Improve Trust
Trust elements like user testimonials and total users help build confidence.
Onboarding as New Badho user
The final design replaced 40% blank space with an upfront shop-photo prompt, a profile progress bar with a clear CTA, and high-emphasis KYC handling.
An edge case worth designing for
Existing Badho users will need to complete registration again
Why existing users need to register again ?
Old flow didn’t had certain data that we need for a Verified Badho Seller now
GPS Tracker
Catalogue Setup
Discount Setup
KYC Verify & Terms
Log out user to Register again
This screen is designed to give user context to add more details to continue doing business with Badho
Highlighting incomplete steps
Usability Testing
Insights on User Testing
Onsite testing with 20 FMCG Distributors in Gurgaon
Registration Screen
Business Detailed Screen
Discount Screen
Impact
What the data showed after launch
Before & after 1 month of release
↑ 20% products added to catalogue
Making the minimum products addition criteria mandatory enable better seller catalogue representation.
↑ 13% KYC Submissions
Increase in KYC submissions with fewer document errors and re-uploads , showing stronger intent than in the previous flow.
Reflection
Learnings & retrospection
✦
Onboarding success relies less on visual polish more on showing Value & Trust
And more on building trust, clearly demonstrating value, and choosing the right moment to ask for commitment.
✦
Design is an iterative process
User testing feedback shows what works, what doesn't, and helps refine the experience over time.
✦
Measuring design impact matters
It shows what worked and what didn't, and guides future improvements.
✦
Easy access to help and support
Ensures users don't feel stuck or confused.
✦
Small moments of delight
Like animations and sound, help keep users engaged during long or tiring flows.
What's next
Next steps
✦
Catalogue bulk upload
Onsite research uncovered that a full catalogue update is impossible to do manually — a bulk upload flow may solve this problem.
✦
Simplify the KYC flow
GST number is highly used so the flow may need to be iterated around it specifically.
✦
Highlight the benefits of KYC verification
Show sellers what they gain from completing it, not just what's required.
✦
WhatsApp / call-assisted KYC
For high-intent sellers who need a more guided path to completion.
😊
Thank You for making it all the way !
I'm currently open to Product Design opportunities and always happy to
chat about design, AI, or interesting ideas. See you in my inbox!