No. 1 Video Partnering Platform in India
Designing a
video ordering
Experience
Project Context
Quick Summary
⭐Highlights
The biggest challenge wasn’t UI — it was rethinking when commitment happens in a compliance-heavy flow.
We redesigned a core revenue funnel impacting conversion, ops load, and platform scalability.
Shipped in December and validated impact within the first 30 days of launch.
✅SOLUTION
Removed signup from the start of the journey and introduced commitment-based signup at payment.
Designed a 3-step, momentum-first configuration system with progressive disclosure.
Added sticky pricing, contextual add-ons, copy-to-all logic, and structured creator matching.
🎯RESULTS
Order completion time reduced from 8–10 mins → 2–3 mins.
Platform orders increased 2× within the first month.
270 real orders processed, generating ~₹20 Lakhs GMV.
Significant reduction in ops-assisted manual ordering.
The Problem
Built this in a rush for launch in ~2 days 😅(Jan,2025) — lots of inputs, little flow was basically a google form, but got us live.
User Impact
High early drop-off
Confusion around pricing and configuration
Frustration with long form-based flows
Business Impact
Low self-serve conversion
Heavy ops dependency (manual order placement via calls)
Slower platform scaling
Before the redesign, ordering at Passionbits worked but felt overwhelming. Too many input fields frustrated clients — and recognizing this became a key part of our problem framing. Many skipped the flow for calls or WhatsApp, while teams manually handled orders. New customers dropped off, and once momentum was lost, conversions dropped with it.
Solution
Step 1
Step 1 lets users choose a plan, set how many videos they need, and define video-level specifics — duration, orientation, delivery, background, and whether the video features a product. Users can attach brand assets, request a location shoot, and copy responses across videos to speed up bulk orders.
Design thinking: reduce upfront friction by surfacing only essential decisions, make pricing and reuse obvious, and let investment (configuration) build commitment before signup.
Step 2
This is the most engaging part of the journey. Clients explore creator profiles, invite one or multiple creators, and even rehire previously worked-with talent. Requiring at least one invite helps us understand intent signals — gender, age, location — allowing smarter matching and attracting relevant creators organically.
Design thinking: turn selection into exploration, capture structured preference data, and balance control with intelligent supply-side matching.
Here intent turns into commitment. Clients review each video, modify plans, remove items, and see a transparent pricing breakdown in real time. We surface available credits here to nudge action, reducing hesitation and rewarding signup while keeping full control in the client’s hands.
Design thinking: Maximise confidence before checkout, reinforce value through pricing clarity, and convert high-intent momentum into a seamless, compliant payment.
Results
Business Impact (First 30 Days)
Time to Order 8–10 min → 2–3 min
Order Volume 2× increase
Orders Processed 270 real orders
GMV Generated ~₹20,00,000
Operational Efficiency Major drop in call-based manual order placement
Why This Worked
Trade-offs & Decisions
To reduce upfront friction, we moved script collection to post-order placement instead of keeping it within the ordering flow.
This introduced a slight delay in the production timeline, as creators now receive scripts after order confirmation. However, this was a deliberate trade-off — removing this step significantly improved conversion rates, while retention and delivery outcomes remained unaffected.
We chose conversion and momentum over upfront completeness — and the data validated the decision.
What I’d Improve
🔁 Move script collection earlier — without adding friction
Explore lightweight ways to capture scripts during the flow (e.g., optional prompts, templates, or AI-assisted inputs) without breaking momentum.
⚡ Tighten post-order handoff speed
Streamline how quickly scripts reach creators through reminders, nudges, or auto-follow-ups to minimise production delays.
📦 Make the flow smarter for repeat users
Introduce saved templates or “reorder with edits” to reduce effort for high-frequency customers.
