Urban Company
Designing the growth engine behind Urban Company's home renovation business
Product Designer • 1 Year 5 Months
Scaling Wall Panels from an experimental category into a ₹1 crore/month business through product design, visualization systems and operational innovation.
How do you convince someone to spend thousands of rupees on a wall they can't imagine?
That question shaped much of my journey at Urban Company.
At a glance
Role
Product Design Intern → Product Designer
Industry
Consumer Tech∙Home Services
Business Unit
Revamp by Urban Company (Wall Panels · Wallpapers · Painting)
Team
Product · Business · Design · 3D Artists · Operations
Focus
Product Design · Growth · Visualization Systems · Operations
The story
Home renovation isn't sold the same way as home services.
When someone books a cleaning service, they already know what success looks like.
Wall panels are different.
Customers have to imagine how an entire room will look before spending thousands of rupees.
That uncertainty showed up everywhere.
In the product.
In sales conversations.
During consultations.
Even after customers had shortlisted a design.
The challenge wasn't selling wall panels.
It was helping people picture the outcome before making a decision.
Finding the bottleneck
As I spent more time observing customer behaviour, one pattern became impossible to ignore.
People weren't rejecting the product.
They were struggling to visualise it.
Every purchase followed the same journey.
The weakest step wasn't comparing designs.
It was imagining the finished room.
Once that became clear, every project started pointing toward the same goal: reduce uncertainty.
Project 01
Redesigning the purchase experience
My internship began with redesigning the cart experience for the pilot Wall Panels and Wallpaper categories.
The objective wasn't to modernise the interface.
It was to give customers more confidence before checkout.
Working closely with product and business stakeholders, I redesigned the purchase flow to make pricing, selections and next steps much easier to understand.
Outcome
2× increase in cart conversion
Supported rapid category growth
Contributed to Wall Panels reaching ₹1 crore in monthly net revenue across NCR
The success of this work led to my transition into a full-time Product Designer.
Project 02
Enabling sales beyond the product
Improving the app solved only part of the problem.
Relationship Managers were still meeting customers in their homes with inconsistent sales material.
I designed a standardized portfolio showcasing finishes, materials and room inspirations that made customer conversations much clearer.
The portfolio was eventually rolled out to more than 300 Relationship Managers across India.
The goal wasn't branding.
It was helping customers make decisions with confidence.
Project 03
Solving the visualization problem
The deeper I looked, the clearer the real problem became.
Even high-quality product photography wasn't enough.
Customers kept asking questions like:
Will this work in my living room?
How will it look with my furniture?
Is this texture too bold?
What changes under warm lighting?
The product didn't have a visualization problem.
Customers did.
That insight changed the direction of the category.
Building the Looks Library
Instead of showing individual products, we started creating complete room visualizations that placed wall panels inside realistic living spaces.
These Looks became a key decision-making tool throughout the customer journey.
Rather than selling individual panels, they helped customers imagine an entire room.
By reducing uncertainty, they made purchase decisions significantly easier.
Scaling the system
As demand for Looks grew, producing them manually quickly became unsustainable.
After moving into a full-time role, I led the Looks initiative and managed two design interns.
Along the way, I identified an opportunity to improve both realism and production speed by moving away from the existing workflow and establishing an in-house 3D visualization capability.
The proposal was adopted.
Today, that capability continues to support multiple renovation categories across Urban Company.
What began as a content initiative became a long-term operational capability.
Project 04
Designing for field teams
The customer experience didn't end after checkout.
Installation partners also relied on physical tools throughout consultations and installations.
I redesigned the partner kits used by the Wall Panels category to improve organisation, usability and presentation.
The outcome was a more consistent experience from the first consultation through final installation.
Continuous Improvements
Alongside these larger initiatives, I continued improving the digital purchase experience across Wall Panels and Painting.
This included:
Cart optimisation
Purchase journey improvements
Conversion-focused experiments
Iterative product updates based on customer behaviour and business feedback
My role
Over the course of the project, I worked across several layers of the business.
Product Design
Purchase journeys
Cart experience
Conversion optimisation
Growth Design
Looks Library
Visualization systems
Customer decision support
Operational Design
Sales portfolio
Partner kits
Sales enablement
Leadership
Led the Looks initiative
Managed two design interns
Established an internal 3D production workflow
What I learned
Urban Company completely changed how I think about product design.
The biggest opportunities weren't always inside the product.
Sometimes they existed in operations.
Sometimes they existed in content.
Sometimes they existed in the tools employees used every day.
The most impactful work came from identifying the bottleneck slowing the business down and designing systems that removed it.
That's the lesson I've carried into every project since.
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