Business
Business
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Rentickle is India’s leading furniture and appliance rental platform. Instead of heavy upfront purchases, it allows users to rent to high-quality lifestyle goods through affordable monthly payments, offering flexibility for modern, mobile urban consumers.
Rentickle is India’s leading furniture and appliance rental platform. Instead of heavy upfront purchases, it allows users to rent to high-quality lifestyle goods through affordable monthly payments, offering flexibility for modern, mobile urban consumers.
Challenge
Challenge
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Unlike a standard e-commerce purchase, renting requires a long-term commitment. Shoppers were dropping off at the final step because they were forced to calculate complex monthly rental tiers, understand security deposits, and read through mandatory identity verification requirements all at once. This high mental load paralysed users at the bottom of the funnel.
Unlike a standard e-commerce purchase, renting requires a long-term commitment. Shoppers were dropping off at the final step because they were forced to calculate complex monthly rental tiers, understand security deposits, and read through mandatory identity verification requirements all at once. This high mental load paralysed users at the bottom of the funnel.
Solution
Solution
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To eliminate checkout friction, the strategy stripped away visual noise and simplified the decision-making process. The long, complex form was broken into bite-sized steps with plain-language terms replacing confusing legal jargon. An upfront pricing summary was also added, showing users exactly what they owed before committing.
To eliminate checkout friction, the strategy stripped away visual noise and simplified the decision-making process. The long, complex form was broken into bite-sized steps with plain-language terms replacing confusing legal jargon. An upfront pricing summary was also added, showing users exactly what they owed before committing.
Impact
Impact
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By resetting user expectations and streamlining the interface, we achieved a dramatic decline in funnel abandonment:
-48% drop-off at the KYC verification information (Below Fold).
Reduced average checkout completion time by 42%, from 6m 22s to ~3m 42s, while improving end-to-end completion by 12% .
By resetting user expectations and streamlining the interface, we achieved a dramatic decline in funnel abandonment:
-48% drop-off at the KYC verification information (Below Fold).
Reduced average checkout completion time by 42%, from 6m 22s to ~3m 42s, while improving end-to-end completion by 12% .
BASELINE FRICTIONS
BASELINE FRICTIONS
BASELINE FRICTIONS
The numbers that defined the problem
The numbers that defined the problem
The numbers that defined
the problem
Unlike traditional e-commerce, renting furniture and appliances is a high-commitment relationship. Users aren’t just buying a product; they are agreeing to recurring monthly rental payments, digesting refundable security deposits, and undergoing mandatory KYC verification checks.
This heavy cognitive load was paralysing mobile shoppers right at the finish line.
Unlike traditional e-commerce, renting furniture and appliances is a high-commitment relationship. Users aren’t just buying a product; they are agreeing to recurring monthly rental payments, digesting refundable security deposits, and undergoing mandatory KYC verification checks.
This heavy cognitive load was paralysing mobile shoppers right at the finish line.
Average checkout duration
Average checkout duration
Average checkout duration
6m 22s
6m 22s
6m 22s
Checkout completion rate
Checkout completion rate
Checkout completion rate
9.8%
9.8%
9.8%
The Mission
The Mission
The Mission
Simplify Checkout Flow
Simplify Checkout Flow
Simplify Checkout Flow
Our friction audit identified three critical vectors that forced users to think when they should have been feeling the excitement of a purchase.
Our friction audit identified three critical vectors that forced users to think when they should have been feeling the excitement of a purchase.
1. Pricing Anxiety: Hidden fees and confusing math made users hesitate
before the final tap.
1. Pricing Anxiety: Hidden fees and confusing math made users hesitate
before the final tap.
1. Pricing Anxiety: Hidden fees and confusing math made users hesitate before the final tap.
2. Form Fatigue: No default shipping address meant every purchase required
repetitive manual typing.
2. Form Fatigue: No default shipping address meant every purchase required
repetitive manual typing.
2. Form Fatigue: No default shipping address meant every purchase required repetitive manual typing.
3. Visual Noise: Broken layouts, redundant fields, and zero instant feedback on actions.
3. Visual Noise: Broken layouts, redundant fields, and zero instant feedback on actions.
Strategic Interventions
Strategic Interventions
Strategic Interventions
Turning Friction Into Flow
Turning Friction Into Flow
Turning Friction Into Flow
We mapped user flows and analyzed behavioral drop-offs to pinpoint exactly where friction occurred. By focusing on heavy form fields and redundant layouts, we redesigned the path into a fast, stress-free funnel.
We mapped user flows and analyzed behavioral drop-offs to pinpoint exactly where friction occurred. By focusing on heavy form fields and redundant layouts, we redesigned the path into a fast, stress-free funnel.
Interventions 01
Interventions 01
Interventions 01
Designing transparent subscription billing
Designing transparent subscription billing
We pulled the complete financial commitment forward. Instead of hiding the security deposit until the final step, we designed a unified pricing matrix showing the exact monthly rental alongside the refundable deposit and setup fees. Highlighting “refundable” built immediate transactional trust.
We pulled the complete financial commitment forward. Instead of hiding the security deposit until the final step, we designed a unified pricing matrix showing the exact monthly rental alongside the refundable deposit and setup fees. Highlighting “refundable” built immediate transactional trust.
We pulled the complete financial commitment forward. Instead of hiding the security deposit until the final step, we designed a unified pricing matrix showing the exact monthly rental alongside the refundable deposit and setup fees. Highlighting “refundable” built immediate transactional trust.
Interventions 02
Interventions 02
Interventions 02
Putting the entire checkout on a single page
Putting the entire checkout
on a single page
Putting the entire checkout
on a single page
Instead of forcing users to jump back and forth between separate steps for shipping, billing, and order summaries, we consolidated the entire journey into a single reactive interface. By visually simplifying the layout, removing nested pages, and clean-cutting visual noise, we brought absolute clarity and immediate focus to the primary “Proceed to Pay” action.
Instead of forcing users to jump back and forth between separate steps for shipping, billing, and order summaries, we consolidated the entire journey into a single reactive interface. By visually simplifying the layout, removing nested pages, and clean-cutting visual noise, we brought absolute clarity and immediate focus to the primary “Proceed to Pay” action.
OLD FLOW:
OLD FLOW:
OLD FLOW:
Cart → Login → Checkout → Address → Agree T&C → Proceed to Pay
Cart → Login → Checkout → Address → Agree T&C → Proceed to Pay
Cart → Login → Checkout → Address → Agree T&C → Proceed to Pay
NEW FLOW:
NEW FLOW:
NEW FLOW:
Checkout → Address → Proceed to Payment
Checkout → Address → Proceed to Payment
Checkout → Address → Proceed to Payment
Interventions 03
Interventions 03
Interventions 03
Removing the billing address step using data
Removing the billing address step using data
Removing the billing address step using data
We analyzed our data and found that only ~2% of our B2C users used a separate billing address from their shipping address. Based on this, we nested the billing address options directly inside the address selection drawer, completely eradicating a redundant step for 98% of our customers.
We analyzed our data and found that only ~2% of our B2C users used a separate billing address from their shipping address. Based on this, we nested the billing address options directly inside the address selection drawer, completely eradicating a redundant step for 98% of our customers.
We analyzed our data and found that only ~2% of our B2C users used a separate billing address from their shipping address. Based on this, we nested the billing address options directly inside the address selection drawer, completely eradicating a redundant step for 98% of our customers.
