Redesigning Pathao app's home to boost engagement and validating through A/B test
Company
Pathao
My role
Product Design Lead
Team
3 Product Designers
2 Product Managers
Tech Leads
Marketing Lead
Timeline
8+ Months
Pathao is a leading tech startup in Bangladesh serving over 10 million users through its versatile Super App.
My role included both hands-on design work and overseeing the overall design process to ensure alignment and cohesion across all teams.
THE PROBLEM
Cluttered home screen with suboptimal user engagement
Over the years, the home screen of the Super App has experienced multiple design updates.
However, with each update, a slew of new features and elements were introduced, resulting in cluttered home screen and suboptimal user engagement.
Here's what the old design looked like…
Old design
RESEARCH INSIGHTS
We collected data from surveys, user interviews and consulted internal stakeholders to specify insights and issues with the old design.
4 key insights…
Service icons lacked clear connotations and consistency.
Poor findability due to clutter and cognitive load.
Complex layout for promotional content.
PayLater needed prominent placement.
Issues with the old design
REDESIGN OBJECTIVES
Boost engagement,
drive conversion,
enhance findability
Make the home screen more interactive and user-friendly.
Highlight the new PayLater feature effectively.
Improve how users discover and access services and promotions.
PROCESS AND TEAM
The project spanned over eight months and required significant cross-functional effort, with a lot of back and forth and numerous challenges. The in-house team included product managers, product designers, and engineers, while the external team comprised illustrators.
The main challenge during this process was aligning cross-functional teams and stakeholders.
We overcame this with evidence-based presentations and interactive sessions to gain their support.
SOLUTION
4 key design solutions
The business goals were to increase engagement and conversion, while the design goal was to enhance findability and overall user experience.
Keeping the objective in mind we decided to proceed with the below changes…
1
Redesigned the service tile grid and icons
2
Floating bottom navbar to encourage scroll behaviour
3
Story inspired promotional content section
4
Minimising the points widget and replacing it with paylater
New designs, hover to see old designs
IMPACT
A/B test reveals higher engagement
This was validated by improved user interaction, positive feedback from tests, and stakeholder approval.
50% of the services saw increased tile tap rate, most notable improvement reaching up to 7%.
Paylater widget has effectively onboarded 100K+ users, and its visibility reduced late payment by 10%.
New design
Some post-launch insights and learnings
Post-launch, we learned that clearer call-to-actions were needed for promotions, and while icon consistency improved, further differentiation could enhance usability. Users also expressed a preference for seeing offers directly on the home screen rather than navigating to a separate tab.
