Overview
Brief
Shaadi.com has been a pioneer in online matchmaking in India, but user expectations and digital behavior have evolved. The existing homepage felt cluttered, transactional, and out of sync with how modern Indian users want to experience matchmaking.
Problem
Users reported feeling overwhelmed by the layout, generic CTAs, and scattered messaging. Many left the homepage without exploring how the platform could actually help them find a partner.
Role
- • UX Designer
- • UX Engineer
Team
- • Product Owner
- • Design Lead
- • Engineering Partner
Duration
3 weeks
Discover
Research revealed four core issues: too many choices and weak hierarchy on the hero, a lack of emotional connection in visuals and copy, friction in the initial form entry, and inconsistent storytelling as users scrolled down the page.
Define
The insights were reframed into key questions: How might we reduce friction in the first interaction? How might we present credibility without overwhelming users? How might we make matchmaking feel more personal, warm, and inviting?
Goals
Streamline the journey from visitor to sign-up, build trust quickly using social proof and emotional design, and deliver a modern, clean interface with intuitive microcopy optimised for Indian users on both desktop and mobile.
Wireframes: Clarity and Hierarchy
Low-fidelity wireframes focused on simplifying the hero, clarifying the primary action, and introducing a stronger vertical rhythm. Sections for value proposition, social proof, and how-it-works were clearly separated to guide users step by step.
Design: Emotion + Trust
The visual design leaned on real wedding photos, bold trust metrics, and culturally relevant details. Emotionally driven headlines and microcopy shifted the tone from transactional sign-up to a guided journey towards finding a partner.
Visual Language
Typography paired a confident display font for headings with a clean, legible body type. A warm, modern colour palette and subtle Indian patterns were used sparingly to add cultural context without cluttering the interface.
Clearer hierarchy and fewer competing actions on the hero.
Stronger emotional connection through visuals and tone.
Modular sections ready for future campaigns and features.
Outcome
The concept establishes a structured, emotionally resonant homepage that makes it easier for users to understand the value, trust the platform, and confidently start their matchmaking journey.
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