Reimagining Matchmaking for the Modern Indian User

Brief

Shaadi.com has been a pioneer in online matchmaking, but user expectations have evolved. Through user-centric design, we reimagined the homepage experience—making it intuitive, emotion-driven, and accessible to all.

Discover

Users often felt overwhelmed by cluttered layout, generic CTAs, and a lack of clarity around the platform’s benefits. Many abandoned the homepage without exploring the potential.

• ➤Too many choices and unclear hierarchy
• ➤Lack of emotional connection in visuals
• ➤Friction in form entry process
• ➤Inconsistent storytelling from top to bottom

Define

Based on our research, we asked:

• ➤How might we reduce friction in the first interaction?
• ➤How might we present credibility without overwhelming users?
• ➤How might we make matchmaking feel more personal and inviting?

Goals:

• ➤Streamline user journey from visitor to sign-up
• ➤Build trust quickly using social proof and emotional design
• ➤Create a modern, clean interface with intuitive microcopy

Wireframes

Focused on clarity in layout, strong hierarchy, and personalization.

Design

• ➤Visual storytelling with real wedding photos
• ➤Bold metrics and icons for trust
• ➤Emotionally driven visuals and copy
• ➤Modern layout with mobile-first design

Typography

Color Palette

Iconography & Illustration

Subtle Indian patterns and icons used sparingly to enhance the theme.

UI Screens

Light Theme

Dark Theme

Conclusion

• ➤Reduced cognitive load and improved visual hierarchy
• ➤Increased emotional engagement with visuals and tone
• ➤Systematic structure for future scalability