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User Experience Design for Urban Ladder

Project Details


Urban Ladder is one of India’s best-known e-commerce furniture stores. The decor retailer from Bangalore has 4 offline stores and has distribution in over 75 cities all across India. The 38 Million dollar company was founded in 2012 when its founder, Ashish Goel moved to Bangalore and faced many hurdles in procuring good quality furniture for his new home. He saw a huge gap in the furniture market and was convinced of the need for a home decor store that met the growing demand for quality furniture.



The Process


Urban Ladder’s website was still being developed and improved when we were hired to work on their UX design. At that point, they were a

We mainly helped design some new web pages that Urban Ladder wanted to deploy in line with the pre-existing user flow. We also incorporated new design concepts into these new pages. All pages across the website were then standardised to give the user a sense of consistency. These tweaks helped immensely in improving the brand value and retention in the minds of customers, bringing them more and more repeat customers.

Back in 2015, when we began working with Urban Ladder, they had close to 350,000 visitors every month. On average, visitors would spend nearly 3 minutes on the website. Although they had a bounce rate of about 45%, it was quite a commendable number. However, the promoters wanted to achieve a significant increase in traffic and to increase conversions on their website.

For a young e-commerce store, these were pretty solid numbers to begin with. It was already clear that UX design and enhancement were key to improving engagement and increasing customer conversion rates. It was incumbent on us to produce these results.

Wireframing The Website


The structure of the website directly impacts user engagement because it is a core aspect that affects the experience of visiting and browsing the site. The website structure also encloses all design and product information, making it a rather important facet. Hence, we designed the structure to be simplistic in a way that would allow quick and easy conversion of visitors. Some images of the wireframes are shown below.

UX Design


Typographic nuances and little changes therein often have a huge impact on factors such as readability and incentive for a user to stay engaged on a page. We tweaked typographic aspects such as font type, size, height and style to arrive at the optimal settings that made their pages easy to read.
Usability research gave us insights into ideas like which colors would result in the most user engagement and based on the data collected, we implemented these colours on Urban Ladder’s pages.

We found that most of the traffic that came to Urban Ladder was from mobile sources. This prompted us to create a responsive website that adapts to the screen size of any device being used to access the website. Thus, we were able to address the issue of diverse streams of traffic, while also providing great user experience across platforms and devices.

In 2018, Urban Ladder’s website brings in a traffic of approximately 2,000,000 (2 million) visitors a month - an almost six fold increase over their figures from two years ago. It also speaks volumes of the work ethic of the company and their extremely effective marketing strategies. There has been a slight improvement in average time spent by visitors on the site, which has consistently stayed over 3 minutes. On average, visitors were found to have accessed about 4 pages during each visit, meaning that an average visitor spent nearly one entire minute on each page visited. Bounce rates have also seen a minor improvement to stay in 40-42% bracket.

Thus, the changes effected by us eventually led to a significant increase in engagement and conversion rates for Urban Ladder.

Web Statistics