Thoughts of Ayush

Truva
Home buying, redesigned.

Buyers were dropping off before they ever saw a property. Truva had an exceptional service and an average product — we redesigned the full buyer experience from the ground up.

My role

Product designer

Company

Truva

Timeline

2025

Platform

Web + Mobile

Context

A funded startup with ₹300Cr+ sold - and a product that needed to match.

Families who found their home on

Truva

Families who found their home on

Truva

200+

Worth of homes sold through the

platform

Worth of homes sold through the

platform

₹300Cr+

Industry-leading NPS — great service, average product

Series A raised during this project

period

Series A raised during this project

period

$9M

Every broker in Mumbai runs on relationships and speed. The one who reaches the buyer first — with the right home, the right price, the right confidence — wins. TruPartner was built to make every broker that person. Speed, data, and professionalism in one app.

The Problem

Users were leaving  before they saw a single property.

"I thought it was another NoBroker clone. I almost didn't scroll."

The existing homepage looked like every other property portal. Truva's biggest differentiators — handpicked homes, no commissions, legally cleared — were invisible. Nothing said this is different.

P01

Trust wasn't established fast enough. For a ₹2–8Cr purchase, buyers needed to feel safe in seconds. The homepage wasn't doing that.

P02

Differentiators were buried. Renovated homes, no commissions, legally cleared — these were Truva's moat. The design wasn't surfacing them.

P03

40% drop-off before the listing page. The most valuable screen in the product — where buyers actually see homes — most users never reached it.

P04

Seller flow relied on phone calls. Sellers had no digital confidence in what would happen after they listed. Every step required a human to explain

P02

Differentiators were buried. Renovated homes, no commissions, legally cleared — these were Truva's moat. The design wasn't surfacing them.

P03

40% drop-off before the listing page. The most valuable screen in the product — where buyers actually see homes — most users never reached it.

P04

Seller flow relied on phone calls. Sellers had no digital confidence in what would happen after they listed. Every step required a human to explain

Research

What the data said  vs. what users said.

Two research streams ran in parallel — quantitative funnel analysis on existing traffic and qualitative interviews with recent buyers and drop-offs. Both told the same story from different angles.

40% drop-off

Drop-off concentrated at two screens — the homepage and the property detail page. Users who reached "Book a visit" converted at a high rate. The problem was getting them there.

12 sessions

12 moderated sessions with first-time Mumbai buyers. Common theme: Truva looked generic. The premium curation — the actual product — was invisible at first glance.

6 audited

Audited 6 portals — NoBroker, Housing.com, Magicbricks and international references. Premium differentiation lives in imagery, specificity, and credibility signals — not features.

Key Decisions

Every choice  had a reason.

Lead with real homes, not a search bar

The homepage opened with a search form. Users had to decide what they wanted before seeing what was possible.

Moved inventory above the fold. Show the homes first, let the product speak. Homepage-to-listing conversion improved significantly — users who browse first set better filters because they've seen what's available.

Emotional labels over spec labels on cards

Property cards showed BHK, sqft, price — what every portal shows. Nothing that felt different.

Added view labels — "City view", "Greenery view", "Ample sunlight" — as the first visible element on each card. Buyers buy a lifestyle, not a spec sheet. Time-on-card increased after this change.

Seller flow: process before the form

The sell page jumped straight to a contact form. Sellers felt they were handing over information without knowing what would happen next.

Redesigned to show the full process timeline first — "Here's what happens after you list with us." Form completion improved because sellers understood the commitment before making it.

Emotional labels over spec labels on cards

Property cards showed BHK, sqft, price — what every portal shows. Nothing that felt different.

Added view labels — "City view", "Greenery view", "Ample sunlight" — as the first visible element on each card. Buyers buy a lifestyle, not a spec sheet. Time-on-card increased after this change.

Seller flow: process before the form

The sell page jumped straight to a contact form. Sellers felt they were handing over information without knowing what would happen next.

Redesigned to show the full process timeline first — "Here's what happens after you list with us." Form completion improved because sellers understood the commitment before making it.

Design is a series of decisions under constraints. These are the three that shaped the product most — each one had a hypothesis, a test, and a result.

Solution

Screens that earned  their place.

Buyer Homepage

Real homes above the fold, trust signals first

Property Detail

Progressive disclosure, renovation-led photos

Sell Your House

Process-first, anxiety-reducing seller flow

Book a Visit

One-tap scheduling, real-time slot availability

Outcomes

Numbers that moved

the business.

Measured across the first 8 weeks post-launch against the same period the previous year. The redesign ran alongside the Series A — growth numbers reflect both.

–40% Drop-off reduced

Across the full buyer journey. Biggest improvement at the homepage-to-listings transition — the critical first step.

+80% New user growth

New users during the redesign period, driven by improved conversion, SEO improvements, and the Series A expanding brand reach.

85★ NPS maintained

Industry-leading NPS score held steady through the redesign — improving the digital product didn't dilute the human service quality.

Live product

This shipped. You can use it right now.

Visit Truva.in