BadhoB2B e-commerceUser profile

Redesign user profile to enable Deep Profiling

How a profile revamp drove 5,764% growth in profile views and unlocked better brand collaboration for Badho

  • RoleProduct Designer
  • CompanyBadho
  • Shipped28 July 2025
The redesigned Badho profile on a phone: shop photos on top, the owner and shop name, ratings, products, and a shareable business card

Business Impact

Data comparision: 2 month before vs 2 month after release
Released to production on 28 July 2025

  • My Profile views
    +5,764%
  • Profile Photos submitted
    +1078%
  • Shop Photos submitted
    +3000
  • KYC submissions
    +224%
Bar chart of key metrics in the 2 months before and after release
Weekly trend of profile views and unique users, with the release date marked

Context

Product Designer (Me) in collaboration with the Product Lead & Associate Product Manager, 1 Frontend Dev & more

Buyer appUsed by retailers to browse products and place ordersThis project
Seller appUsed by distributors to manage products, pricing, and orders

For this case study, We’ll be working on the Buyer app

My Role

  • Product Thinking
  • Copy Writing
  • Stakeholder management
  • Wireframing
  • High Fidelity prototyping
  • Design Testingon Deployment

Why Profile was important now ?

The goalBadho wanted to onboard & partner with smaller FMCG brands to improve their monetization & growth.
ProblemBut unfortunately these brands weren’t converting.

We lost brand deals.

But why brands were not converting ?

  1. Could you help us find retailers for our brand?

    We’ve got some data, just not at scale yet.

    1FMCG brands couldn’t find specific retailer types at scale, that could relate to their brand & products

  2. We’d want shops with freezers, near homes.

    We know a few, but not enough.

    2Brands needed retailer based on specific criteria: store size, TV/deep freezer, location near residential areas, school, offices etc.

  3. Can we show ads to the right people?

    We can’t segment users at scale yet.

    3Unable to segment users for brand targeted ads/content/products.

  4. Sorry, without that we can’t move ahead.

    4But unfortunately these brands weren’t converting. We lost brand deals.

Another gap

In addition to brand onboarding challenges, Badho also couldn’t understand their user personas at scale, leaving a huge scope of UX personalisation on the app.

The way forward

The goal was now to get deep user profile insights at scale, for better brand targeted ads and better personalized UX.

So we needmore business & persona related data from user through profile

To understand the problem better, Coordinated with relevant stakeholders

Step 1Got a discussion with brand onboarding executive
Step 2Listed the gaps & requirements we & the brands needed from the users

This Profile Was the MVP & A Lot Could Be Improved

Also the previous profile design had a very low engagement. Even if the users who landed profile page, rarely submitted any details. So lets audit the previous design

The old profile screen: a header with the user name and rating, three small tiles for business, personal and other details, and a mostly empty screen below 3 2 1
The old profile
1
Entry point buried in the side drawer

Profile was only accessible via the top hamburger menu → Profile. For most kirana owners using the app daily, the profile screen was effectively invisible.

2
No profile progress indicator — no motivation to complete

Users had no visibility of how complete their profile was, which fields were missing, or what they stood to gain by completing them. There was no feedback loop between action and reward.

3
40–50% of the screen was blank, wasted space

The profile had almost no content visible above the fold. Users landing here saw empty space and icons — no data, no sense of progress, no reason to engage further.

Project Objectives

  • Increase Profile views

    Improve Profile visibility in app, Preferably accessible from Home screen

  • More Shop photos & Shop Related data submission

    To understand their shop type, shop products

How might we motivate users to complete their profiles ?

In a way that feels natural, not forced ?

We Found Two Barriers — and Designed for Both

Barrier 1 · Discoverability

Invisible in the app

Profile lived behind a hamburger menu → side drawer. Daily users had no reason, and no easy path, to reach it.

Zero visibility in daily purchase flow
Barrier 2 · Motivation

No reason to fill it in

No progress, no benefit, no hint of what was missing. For busy retailers, no visible payoff meant no effort.

No profile completion progress visible No value communication for submitting data

Bigger Picture of Whole Process

From Problem statement to Tracking metrics

UnderstandDesignShip
UnderstandDesignShip
  1. Understanding Problem & Objective
  2. Design Critique
  3. Ideation with stakeholders
  4. Wireframing
  5. Gather Feedback & implement on design
  6. High Fidelity Design
  7. Gather Feedback & implement on design
  8. Design Hand off
  9. Development & Design Testing
  10. Released after QA
  11. Measure metrics
Kick-offLaunch · 28 July 2025

Design Explorations

From Insights → Iterations

V1

What could be better

No Profile Progress at first glance
Shop photos don’t look horizontally scrollable
Section info doesn’t have direct cta visible to complete, info is hidden in the collapsable chevron
It is overwhelming to bring Catalogue & activity(new) together
V1 profile: a shop photo carousel, rating, SKUs and joined date, then dark Earn Profile badges cards
V1 profile for a new user: a prompt to upload shop photos, a KYC pending nudge and profile badges

What worked well

Profile Badges gives motivation, but will require high tech effort

Profile Screen

First scroll of the redesigned profile
Upload shop photo upfront specifying the requirementThis profile photo only visible to userOverall business dataProfile ProgressKYC nudge12345

1st Scroll

  1. 1Upload shop photo upfront specifying the requirement
  2. 2This profile photo only visible to user
  3. 3Overall business data
  4. 4Profile Progress
  5. 5KYC nudge
Second scroll of the redesigned profile
Gives overall idea about shop + shareable to promote businessOverview of complete & incomplete profile sections67

2nd Scroll

  1. 6Gives overall idea about shop + shareable to promote business
  2. 7Overview of complete & incomplete profile sections
Prototype link (opens in a new tab)

States of User Profile

Profile for a new user
New User
Partially complete profile with KYC pending
Partial Profile Complete + KYC incomplete
Second scroll of the partially complete profile
Partial Profile, 2nd scroll
A completed profile with KYC done
Profile + KYC Completed
Profile completion at 70 percent
Profile completion
Another big change

The Biggest Barrier Wasn’t Motivation — It Was Discoverability

Entrypoint to Profile

The side drawer got updated :

  • 1Can directly upload shop photos, more visibility to upload shop photos
  • 2Adding a profile progress bar

Scope kept tightNo other changes were made, to avoid unnecessary dev effort on new components.

The side drawer, new and old: the new one shows shop photos, the owner, an 85 percent progress bar and a Complete My Profile button; the old one shows three detail rows
12

Trade-off: Prioritizing Discoverability Over Familiarity

  1. The old bottom navigation: Sellers, Home, Order now, Bytes, Order Book. Profile is not in the nav

    Why Order Now was replaced

    Navigation analytics showed that Order Now had consistently low engagement, making it the lowest-value bottom navigation item and the best candidate for replacement.

  2. The new bottom navigation with My Profile added as the fifth tab

    The cost: relearning a familiar nav

    We moved Profile into the bottom navigation even though users were already familiar with the previous navigation. It introduced short-term learnability efforts, but the long-term benefits outweighed them.

  3. KYC nudge states shown on the profile: pending, in review and resubmit

    The payoff: richer retailer profiles

    We prioritized profile discoverability over existing habits because richer retailer profiles directly supported KYC, customer segmentation, and future brand initiatives.

Decision stories

Where I had to convince

Three decisions where I argued my case, and where we ended up.

1

Adding a shareable business card

Evidence
The business card on the second scroll of the profile
The business card, shared on WhatsApp and promoting Badho
  1. Product lead Their argument

    Keep the profile to data collection. A generated card adds design, share and download work for V1.

  2. Me My counter

    The old profile gave retailers no reason to fill anything in. A business card is an instant payoff: they add their shop details, and Badho turns them into something they can share on WhatsApp or download to promote their own shop. And every time it’s shared, it also markets the Badho app.

  3. How we landed

    The card shipped in Badho’s brand colors for recall, as one fixed layout with Share and Download, so every share also promotes the app. Every state is designed, so the card is never empty.

In one line“Leads saw extra scope. I showed it was the payoff that makes retailers fill the profile in, and every share markets Badho, so we shipped it in Badho’s colors.”

2

Dropping profile badges, motivating through copy

Evidence
V1 profile with dark Earn Profile badges
Final profile with progress bar and Complete Profile CTA
V1: badgesFinal: copy + progress
Copy on the screens
  • “Dukan ke photos ke bina aapki dukan ki pehchaan adhoori hai”
  • “More shop photos = More trust & better brand, seller matches!”
  • “Verify your profile to receive monthly payouts and brand schemes”
  • “Share your landmark and get product ideas based on the people around your shop”
  1. Dev / APM Their argument

    Badges need high tech effort for this release.

  2. Me My counter

    The goal was motivation, and badges were only one way to get it. Motivation comes from telling retailers what’s in it for them, in words they use, at the moment we ask them to act. So I wrote it into the screens, in simple Hinglish, with a reason for every ask.

  3. How we landed

    V2 and the final design have no badges. The copy, a progress bar and a Complete Profile button carry the motivation, with no extra build cost.

In one line“Badges needed high tech effort. I put the motivation into the copy instead: every prompt says what the retailer gets.”

3

Making KYC hard to miss

Evidence
V2 profile with low emphasis on KYC
Three KYC nudge states: pending, in review and resubmit
V2: low emphasisFinal: nudge with states
  1. Stakeholders V2 feedback

    KYC has low emphasis. It needs to stand out.

  2. Me My counter

    KYC felt like an admin chore, so it got skipped. I tied it to the payoff already in the copy, monthly payouts and brand schemes, and made it a clear card with a Verify button and states for pending, in review and resubmit.

  3. How we landed

    The final design has a high-emphasis KYC nudge that handles multiple states.

In one line“V2 hid KYC, so I made it a benefit card with a button and states.”

My Learnings

Value communication is multiplier

Showing users why their profile data benefits them (better schemes, brand offers) was more effective than nudges alone. Users filled fields when they understood the payoff.

Profile completion unlocked a new B2B revenue stream

Rich store data enabled FMCG brands to identify and target specific retailer profiles — creating a new partnership and advertising channel for Badho.

Profile can be a data gold mine

The more detailed user segmentation, the better we understand their preferences, their environment , goals. This data is a gold mine for detailed persona analysis.

Improvement areas

Event tracking for Business card share & downloads

Important to set up track business card share & downloads to measure adoption

Better design for new section addition

When we added a new section in the profile later, it had quite lesser submission than other sections.

Detailed user journey analysis

Which sections most users didn’t filled & why. We saw more submissions of photos than text inputs though.

Thank you
for Reading it all !
Want to work together?

— Papori

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