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About me
Resume
About me
Resume
No. 1 Video Partnering Platform in India
Designing a
video ordering
Experience
About the Passionbits Platform
Passionbits is a video production platform helping brands scale high-performing ad creatives through creator-led content. Based in San Francisco, we expanded into India in December 2024 with a clear focus on capturing the fast-growing UGC and video ads market. Since launch, the company has grown rapidly, crossing $40M in revenue run rate and reaching a $20M valuation.
Project Context
In September 2025, we launched a self-serve Quick Order Flow for creator-led video production. Customers can start instantly without signup, configure orders in minutes, and complete compliance at payment. In the first month, order time dropped to 2–3 minutes (for Existing Clients) , orders doubled, 270 orders were processed, generating ~₹20L GMV in 3.5 months while reducing ops dependency.
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
The existing video ordering process was slow and complex, causing many users to drop off before completing their order. Early signup requirements, long configuration forms, and unclear decision points created friction in the journey. As a result, many customers preferred calling the team to place orders manually, increasing operational dependency and limiting the platform’s ability to scale as a self-serve product.
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
When Ordering Feels Like Work Customers Walk Away
Heavy Editing
Digital Product / SaaS
Video Plans
Hook Variations
Creator Personas
Body Type
Wardrobe Style
Video Background
Creator Age
References
Product Photos
📦
Product Placement
Multiple Videos
International Actors
Delivery
Video Orientation
Scripts
Duration
Language
Target Audience
Multiple Actors
Custom Location Shoots
Actor Selection
Brand Logo
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
The 3-Step Momentum Flow
Step 1
Configure: pick plan & video details
Plans
Add-ons
New
Compare Plans
Copy these responses to all videos
Lanscape
30s
English
Custom
Sample
₹7999
/ video
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
Invite creators that feel right
Actor 1
+2
Invited Creators
Add more
+ ₹700/per actor
Add Preferences
Filters
2
Skip (Send invite to all creators)
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.
Step 3
Review, optimise & complete payment
Claim your credits · Save ₹1200
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GST
20%
₹467.00
Subtotal
₹18,678.00
₹7999.00
Breakdown
₹8678.00
Breakdown
₹7999.00
Breakdown
Video 1
2x Add ons
1x Additional Actor
Home Studio Pro
Video 1 Details
Rename
30s/ English/ 7 days/ Landscape/ Indoor Background/ Added Product
Actor 1/ Indian/ Male/ Teens(13-18 years old
Delete
Modify
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.
Video Walkthrough
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
1. Sequence > Simplicity
We didn’t reduce steps dramatically. We changed when commitment happens.
2. Momentum Builds Trust
Fast flows feel more reliable and modern.
3. Visible Pricing Reduces Anxiety
Users always knew cost impact of choices.
4. Micro Decisions Beat Big Forms
Breaking configuration into small steps reduced cognitive load.