Home buying
redesigned.
Home buying
redesigned.
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.
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.
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
My role
Product designer
Product designer
Company
Company
Truva
Truva
Timeline
Timeline
2025
2025
Platform
Platform
Web + Mobile
Web + Mobile
A funded startup with
₹300Cr+ sold - and a product
that needed to match.
A funded startup with
₹300Cr+ sold - and a product
that needed to match.
A funded startup with
₹300Cr+ sold - and a product
that needed to match.
Truva isn't a concept — it's a live, funded startup where buyers are spending crores on homes. The product needed to earn trust at a level most apps never have to think about. Every screen carries financial weight.
Truva isn't a concept — it's a live, funded startup where buyers are spending crores on homes. The product needed to earn trust at a level most apps never have to think about. Every screen carries financial weight.
Truva isn't a concept — it's a live, funded startup where buyers are spending crores on homes. The product needed to earn trust at a level most apps never have to think about. Every screen carries financial weight.
(Only from Mumbai city)
(Only from Mumbai city)
200+
200+
Families
found their home on Truva
Families
found their home on Truva
great service
great service
great service
85
85
Industry
leading NPS
Industry
leading NPS
Industry
leading NPS
Users were leaving before they saw a single property.
Users were leaving before they saw a single property.
Users were leaving before they saw a single property.
P01
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.
Trust wasn't established fast enough.
For a ₹2–8Cr purchase, buyers needed to feel safe in seconds.
The homepage wasn't doing that.
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
P02
Differentiators were buried.
Renovated homes, no commissions, legally cleared - these were Truva's moat. The design wasn't surfacing them.
Differentiators were buried.
Renovated homes, no commissions, legally cleared - these were Truva's moat. The design wasn't surfacing them.
Differentiators were buried.
Renovated homes, no commissions, legally cleared - these were Truva's moat. The design wasn't surfacing them.
P03
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.
40% drop-off before the listing page.
The most valuable screen in the product - where buyers actually see homes - most users never reached it.
40% drop-off before the listing page.
The most valuable screen in the product - where buyers actually see homes - most users never reached it.
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.
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.
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
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.
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 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.
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
6 audited
Audited 6 portals - NoBroker, Housing.com, Magicbricks and more. Premium differentiation lives in imagery, specificity, and credibility signals - not features.
Audited 6 portals - NoBroker, Housing.com, Magicbricks and more. Premium differentiation lives in imagery, specificity, and credibility signals - not features.
Every choice
had a reason.
Every choice
had a reason.
Every choice
had a reason.
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.
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.
01
01
Lead with real homes, not a search bar
Lead with real homes, not a search bar
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.
The homepage opened with a search form. Users had to decide what they wanted before seeing what was possible.
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.
Moved inventory above the fold. Show the homes first, let the product speak.
Users who browse first set better filters because they've seen what's available.
Users who browse first set better filters because they've seen what's available.
Users who browse first set better filters because they've seen what's available.
Homepage-to-listing conversion improved significantly
Homepage-to-listing conversion improved significantly
02
02
Emotional labels over spec labels on cards
Emotional labels over spec labels on cards
Emotional labels over spec label
on cards
Property cards showed BHK, sqft, price — what every portal shows. Nothing that felt different.
Property cards showed BHK, sqft, price — what every portal shows. Nothing that felt different.
Property cards showed BHK, sqft, price — what every portal shows. Nothing that felt different.
Added view labels
Added view labels
"City view"
"Greenery view"
"Ample sunlight"
"City view"
"Greenery view"
"Ample sunlight"
Buyers buy a lifestyle, not a spec sheet.
Buyers buy a lifestyle, not a spec sheet.
Buyers buy a lifestyle, not a
spec sheet.
03
03
Seller flow: process before the form
Seller flow: process before the form
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.
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
Redesigned to show the full process timeline first
"The Truva process"
"The Truva process"
Form completion improved because sellers understood the commitment before making it.
Form completion improved because sellers understood the commitment before making it.
“Mumbai's handpicked home buying experience”
“Mumbai's handpicked home buying experience”
“Mumbai's handpicked home buying experience”
Live product
Live product
