Making the invisible puja visible
Devotees were happily offering chadhava — but most had no idea what Sri Mandir’s Puja service actually included. I designed an education layer across the funnel that explains the ritual, builds trust, and moves users from awareness to booking.
A trust gap you can’t see
A puja is an experience the user never witnesses in person — the Sankalp taken in their name, the full vidhi performed by pandits, the recording, the Prasad (Aashirwad box) shipped home. When none of this is explained, users default to what they know: they confuse Puja with Chadhava, treat the higher price as unjustified, and never engage with puja listings.
Only 2.8% of chadhava-transacting users activated on the Puja service within 30 days.
Puja L1 page conversion for non-activated users sat at a low 0.6%.
Puja L1 → L2 click-through was just 17% — users browsed but didn’t go deeper.
No single place in the app answered: “What exactly happens when I book a puja?”
Educate first, convert second
Instead of pushing harder on listings, we built an awareness system: a dedicated Puja Awareness page that narrates the experience (Sankalp → Vidhi → Recording → Prasad delivery), surfaced through a one-time bottom-sheet journey and persistent banners across the surfaces where confused users already were.
One page, five doors into it
A one-time bottom-sheet journey
On a user’s first visit to the Puja tab, an awareness bottom sheet slides up after a short, backend-configurable delay. Scrolling or tapping anywhere expands it into a full-screen story; the hero video plays inline with play/pause and mute controls.
- Designed to feel like an invitation, not an interruption — dismissible in one tap.
- Trigger timing and visibility fully backend-configurable for experimentation.
The Puja Awareness page
A scrollable narrative built from modular sections — designed so the product team can iterate without an app release:
- HTML-configurable hero fold — text and video swappable from the backend.
- Testimonial section — up to 5 vertical devotee videos with descriptions.
- Dynamic-size banners — trust markers (50+ temple partnerships, pandit expertise) and the step-by-step process, both reusing one flexible banner system.
- FAQs — answering the real anxieties: “Can I join live?”, “When will my Aashirwad box arrive?”
- Sticky CTA — always one tap from the Puja L1 page once intent forms.
Touchpoints across the funnel
The page is only useful if confused users find it. We placed configurable entry banners exactly where the puja–chadhava confusion lives — shown only to users who haven’t transacted on puja yet (cohort logic configurable by transaction count).
Built to measure, built to roll back
I worked with the PM to define the full instrumentation — impression and action events for the bottom sheet, banner sources, 3s/25s video-view depth, and FAQ interactions — plus a guardrail: if App-open → Puja L1 conversion dipped, the bottom sheet would be rolled back.
From confusion to conversion
Trust is a design material. For services users can’t physically witness, showing the operation — temples, pandits, the Aashirwad box — does more than any discount.
Design for iteration speed. Making the hero fold HTML-configurable meant the team could test narratives weekly instead of waiting on releases.
Guardrails make bold bets safe. Defining a rollback metric upfront let us ship an interruptive surface (the bottom sheet) with confidence.
