Competitive Review
My Findings
My Findings
My Findings
What I learned from comparable concierge platforms
What I learned from comparable concierge platforms
Important services and categories are exposed immediately rather than hidden behind deep navigation.
Important services and categories are exposed immediately rather than hidden behind deep navigation.
Important services and categories are exposed immediately rather than hidden behind deep navigation.
Complex booking requirements are broken into smaller, focused decisions.
Complex booking requirements are broken into smaller, focused decisions.
Complex booking requirements are broken into smaller, focused decisions.
Comparable concierge platforms use a restrained visual structure rather than treating every service as equally prominent.
Comparable concierge platforms use a restrained visual structure rather than treating every service as equally prominent.
Comparable concierge platforms use a restrained visual structure rather than treating every service as equally prominent.
Quintessentially
Quintessentially
Club Concierge
Club Concierge
business contraints
Why the Revamp happened?
Why the Revamp happened?
Why the Revamp happened?
Stakeholder / Team Input
A push for medical related services from Business Analyst and Project Managers came in during meeting calls.
A push for medical related services from Business Analyst and Project Managers came in during meeting calls.
Some operations were moving toward Axis Bank Concierge and HDFC Premier, creating a need to strengthen HomeCare's own proposition and experience.
Some operations were moving toward Axis Bank Concierge and HDFC Premier, creating a need to strengthen HomeCare's own proposition and experience.
Existing product audit
Flat service hierarchy
Flat service hierarchy
Modal-heavy booking
Modal-heavy booking
Information Appearing too late
Information Appearing too late
Difficult comparison
Difficult comparison
homecare
homecare
homecare
homecare
revamp
revamp
revamp
revamp
ux design
ux design
ux design
ux design
Reworking a mature concierge platform without starting from scratch.
Reworking a mature concierge platform without starting from scratch.
Reworking a mature concierge platform without starting from scratch.
In 2025, I revisited the HomeCare experience after years of incremental additions had left service discovery and booking increasingly difficult to navigate. I focused on restructuring the experience rather than simply giving the interface a visual refresh.
In 2025, I revisited the HomeCare experience after years of incremental additions had left service discovery and booking increasingly difficult to navigate. I focused on restructuring the experience rather than simply giving the interface a visual refresh.
In 2025, I revisited the HomeCare experience after years of incremental additions had left service discovery and booking increasingly difficult to navigate. I focused on restructuring the experience rather than simply giving the interface a visual refresh.
Role
UX Designer
UX Designer
Timeline
2025 (4 months)
2025 (4 months)
Team Size
1 Designer, 2 Business Analysts, 1 Project Manager
1 Designer, 2 Business Analysts, 1 Project Manager
1 Designer,
2 Business Analysts,
1 Project Manager
Platform
Web, Mobile
Web, Mobile
the context
A product that was already shipped
A product that was already shipped
A product that was already shipped
A product that was already shipped
HomeCare is an existing platform had evolved over time, accumulating new services and interactions within an established structure.
HomeCare is an existing platform had evolved over time, accumulating new services and interactions within an established structure.
HomeCare is an existing platform had evolved over time, accumulating new services and interactions within an established structure.
By 2025, the experience had become difficult to navigate and increasingly inconsistent in how users discovered and booked services. Thus a revamp was in the making.
By 2025, the experience had become difficult to navigate and increasingly inconsistent in how users discovered and booked services. Thus a revamp was in the making.
By 2025, the experience had become difficult to navigate and increasingly inconsistent in how users discovered and booked services. Thus a revamp was in the making.
70%
70%
Reduction in interaction steps for common booking edits
Reduction in interaction steps for common booking edits
Reduction in interaction steps for common booking edits
the problem
What was Wrong?
Service Discovery
The platform had accumulated multiple services while continuing to present them with relatively equal visual weight.
The platform had accumulated multiple services while continuing to present them with relatively equal visual weight.
Booking
The existing booking experience relied heavily on modal interactions and separated important review/contextual information from the primary task.
The existing booking experience relied heavily on modal interactions and separated important review/contextual information from the primary task.
the problem
What was Wrong?
What was Wrong?
What was Wrong?
Service Discovery
The platform had accumulated multiple services while continuing to present them with relatively equal visual weight.
The platform had accumulated multiple services while continuing to present them with relatively equal visual weight.
Booking
The existing booking experience relied heavily on modal interactions and separated important review/contextual information from the primary task.
The existing booking experience relied heavily on modal interactions and separated important review/contextual information from the primary task.
business contraints
Why the Revamp happened?
Existing product audit
Flat service hierarchy
Modal-heavy booking
Information Appearing too late
Difficult comparison
Stakeholder / Team Input
A push for medical related services from Business Analyst and Project Managers came in during meeting calls.
A push for medical related services from Business Analyst and Project Managers came in during meeting calls.
Some operations were moving toward Axis Bank Concierge and HDFC Premier, creating a need to strengthen HomeCare's own proposition and experience.
Some operations were moving toward Axis Bank Concierge and HDFC Premier, creating a need to strengthen HomeCare's own proposition and experience.
user Complaints
"Service searching is hard and the platform crucially requires a search option"
"Service searching is hard and the platform crucially requires a search option"
"Service searching is hard and the platform crucially requires a search option"
— An Europ Assistance Customer
— An Europ Assistance Customer
"Using Flagship Benefits was confusing to Use"
"Using Flagship Benefits was confusing to Use"
"Using Flagship Benefits was confusing to Use"
— An Europ Assistance Customer
— An Europ Assistance Customer
Competitive Review
My Findings
What I learned from comparable concierge platforms
What I learned from comparable concierge platforms
Important services and categories are exposed immediately rather than hidden behind deep navigation.
Complex booking requirements are broken into smaller, focused decisions.
Comparable concierge platforms use a restrained visual structure rather than treating every service as equally prominent.
Quintessentially
Quintessentially
Club Concierge
Club Concierge
Designing Planning
Defining the Challenge
My approach
Audit → Research → Restructure
Audit → Research → Restructure
I audited the existing experience, reviewed comparable concierge platforms, and used those findings to identify where service discovery and booking needed to be restructured.
I audited the existing experience, reviewed comparable concierge platforms, and used those findings to identify where service discovery and booking needed to be restructured.
the redesign focused on
Benefit Selector
Benefit Selector
Booking Flow
Booking Flow
Homepage
Homepage
Designing Planning
Defining the Challenge
Defining the Challenge
Defining the Challenge
My approach
Audit → Research → Restructure
Audit → Research → Restructure
Audit → Research → Restructure
I audited the existing experience, reviewed comparable concierge platforms, and used those findings to identify where service discovery and booking needed to be restructured.
I audited the existing experience, reviewed comparable concierge platforms, and used those findings to identify where service discovery and booking needed to be restructured.
the redesign focused on
Benefit Selector
Benefit Selector
Booking Flow
Booking Flow
Homepage
Homepage
The Audience
The Audience
Mapping opposing mental models allowed us to engineer a more adaptive and personal interface.
Mapping opposing mental models allowed us to engineer a more adaptive and personal interface.
Janisha
The Explorer
•
Relies on the homepage to understand what HomeCare offers.
Relies on the homepage to understand what HomeCare offers.
•
Has to scan through multiple service cards before finding something relevant.
Has to scan through multiple service cards before finding something relevant.
•
Needs enough context to understand what each service actually provides.
Needs enough context to understand what each service actually provides.
Maneesh
The Booker
•
Wants to provide booking details without losing context.
Wants to provide booking details without losing context.
•
Needs to understand what they've selected before committing.
Needs to understand what they've selected before committing.
•
May need to review or change individual details along the way.
May need to review or change individual details along the way.
Janisha
Janisha
The Explorer
The Explorer
•
Relies on the homepage to understand what HomeCare offers.
Relies on the homepage to understand what HomeCare offers.
Relies on the homepage to understand what HomeCare offers.
•
Has to scan through multiple service cards before finding something relevant.
Has to scan through multiple service cards before finding something relevant.
Has to scan through multiple service cards before finding something relevant.
•
Needs enough context to understand what each service actually provides.
Needs enough context to understand what each service actually provides.
Needs enough context to understand what each service actually provides.
Maneesh
Maneesh
The Booker
The Booker
•
Wants to provide booking details without losing context.
Wants to provide booking details without losing context.
Wants to provide booking details without losing context.
•
Needs to understand what they've selected before committing.
Needs to understand what they've selected before committing.
Needs to understand what they've selected before committing.
•
May need to review or change individual details along the way.
May need to review or change individual details along the way.
May need to review or change individual details along the way.
Core Challenges
Core Challenges
Core Challenges
Challenge — 1
Making ‘Flagship Benefits’ understandable
Making ‘Flagship Benefits’ understandable
Rejected
Iteration 1 — "Free" label
The word "Free" replaces the price — and stays green even once Cash/Online is the one selected.
The word "Free" replaces the price — and stays green even once Cash/Online is the one selected.
The word "Free" replaces the price — and stays green even once Cash/Online is the one selected.
Iteration 2 — bare "₹0"
₹0 with no reference price — the user can't tell the benefit is covering a real ₹347 cost.
₹0 with no reference price — the user can't tell the benefit is covering a real ₹347 cost.
₹0 with no reference price — the user can't tell the benefit is covering a real ₹347 cost.
Final Approved
₹0 with ₹347 struck through
The same ₹0 / ₹347 format holds in both states — only the radio and card emphasis change to show what's selected. The discount always reads as a delta off a real price, never as a disconnected status word.
The same ₹0 / ₹347 format holds in both states — only the radio and card emphasis change to show what's selected. The discount always reads as a delta off a real price, never as a disconnected status word.
The same ₹0 / ₹347 format holds in both states — only the radio and card emphasis change to show what's selected. The discount always reads as a delta off a real price, never as a disconnected status word.
Challenge — 2
Rebuilding the Booking Flow
Rebuilding the Booking Flow
Previous Design
Screen 1 — Booking form
The form opens as a popup over a dimmed page — no progress indicator, no sense of how many steps remain.
The form opens as a popup over a dimmed page — no progress indicator, no sense of how many steps remain.
The form opens as a popup over a dimmed page — no progress indicator, no sense of how many steps remain.
Screen 2 — summary & payment
Confirming replaces it with an entirely separate modal. No field is individually editable, the discount is a bare checkbox, and only one flat total is shown.
Confirming replaces it with an entirely separate modal. No field is individually editable, the discount is a bare checkbox, and only one flat total is shown.
Confirming replaces it with an entirely separate modal. No field is individually editable, the discount is a bare checkbox, and only one flat total is shown.
Newly Revamped
step 1 — fill in the details
The form is part of the page, with a visible Step 1/Step 2 tracker and a persistent "Your Booking" card, so context never disappears.
The form is part of the page, with a visible Step 1/Step 2 tracker and a persistent "Your Booking" card, so context never disappears.
The form is part of the page, with a visible Step 1/Step 2 tracker and a persistent "Your Booking" card, so context never disappears.
step 2 — review & pay
The same data becomes labeled, per-section blocks, each with its own Edit control. Pricing is itemized — Service Cost, Charges, IGST, SGST — and payment reuses the Flagship Benefit selector.
The same data becomes labeled, per-section blocks, each with its own Edit control. Pricing is itemized — Service Cost, Charges, IGST, SGST — and payment reuses the Flagship Benefit selector.
The same data becomes labeled, per-section blocks, each with its own Edit control. Pricing is itemized — Service Cost, Charges, IGST, SGST — and payment reuses the Flagship Benefit selector.
Editing in place — No modal, no restart
Editing in place — No modal, no restart
Editing "Airport Details" expands just that block with its own Cancel/Save. Every other section, the total, and the payment method stay visible and untouched.
Editing "Airport Details" expands just that block with its own Cancel/Save. Every other section, the total, and the payment method stay visible and untouched.
Editing "Airport Details" expands just that block with its own Cancel/Save. Every other section, the total, and the payment method stay visible and untouched.
Editing "Airport Details" expands just that block with its own Cancel/Save. Every other section, the total, and the payment method stay visible and untouched.
Challenge — 3
Giving service catalog hierarchy
Giving service catalog hierarchy
Previous Design
One flat, five-row grid. Every category reads the same — a gym ball and an airport lounge get identical visual weight, so there's no sense of what's related, what's new, or where to look first.
One flat, five-row grid. Every category reads the same — a gym ball and an airport lounge get identical visual weight, so there's no sense of what's related, what's new, or where to look first.
Newly Revamped
Grouped into named shelves — Flagship Benefits, Lifestyle Assistance, Your Medical Corner — each independently scrollable with its own Explore More. Photography is consistent and people-first across the board, reinforcing what the section is actually for.
Grouped into named shelves — Flagship Benefits, Lifestyle Assistance, Your Medical Corner — each independently scrollable with its own Explore More. Photography is consistent and people-first across the board, reinforcing what the section is actually for.
Additions after designs
Additions after designs
Additions after designs
A changed
Header
Why?
Actions users need frequently should not be hidden behind navigation when they can be surfaced directly within the primary interface.
Actions users need frequently should not be hidden behind navigation when they can be surfaced directly within the primary interface.
A changed Header
A changed Header
Why?
Actions users need frequently should not be hidden behind navigation when they can be surfaced directly within the primary interface.
Design Phrasing
Defining Prerequisites
Defining Prerequisites
VISUAL LANGUAGE
Sketched out Wireframes
VISUAL LANGUAGE
Sketched out Wireframes
What happened?
The Ultimate Experience
The Ultimate Experience
The Ultimate Experience
Dashboard
Booking & Payment
Outcome & Performance
Outcome & Performance
Outcome & Performance
70%
70%
Reduction in interaction steps for common booking edits
Reduction in interaction steps for common booking edits
Reduction in interaction steps for common booking edits
Outcome & Performance
Outcome & Performance
70%
Reduction in interaction steps for common booking edits
Reduction in interaction steps for common booking edits
Measured Impact
Measured Impact
Measured Impact
Delivery for Implementation
The redesigned experience was approved and delivered for implementation.
The redesigned experience was approved and delivered for implementation.
Reworked Architecture
Service discovery and booking were restructured around clearer categories and explicit booking stages.
Service discovery and booking were restructured around clearer categories and explicit booking stages.
Established Reusable Patterns
Reusable patterns were created for service categorisation, booking inputs and review states.
Reusable patterns were created for service categorisation, booking inputs and review states.
Delivery for Implementation
Delivery for Implementation
The redesigned experience was approved and delivered for implementation.
The redesigned experience was approved and delivered for implementation.
The redesigned experience was approved and delivered for implementation.
Reworked Architecture
Reworked Architecture
Service discovery and booking were restructured around clearer categories and explicit booking stages.
Service discovery and booking were restructured around clearer categories and explicit booking stages.
Service discovery and booking were restructured around clearer categories and explicit booking stages.
Established Reusable Patterns
Established Reusable Patterns
Reusable patterns were created for service categorisation, booking inputs and review states.
Reusable patterns were created for service categorisation, booking inputs and review states.
Reusable patterns were created for service categorisation, booking inputs and review states.
a Look-back
Reflecting on the work
Reflecting on the work
•
A cosmetic brief can be a structural symptom
A cosmetic brief can be a structural symptom
•
The problem wasn't just visual age. The underlying information and interaction structure needed reconsideration.
The problem wasn't just visual age. The underlying information and interaction structure needed reconsideration.
•
Interfaces should say what they are.
Interfaces should say what they are.
Other Curated Work
Other Curated Work
Other Curated Work
Axis Bank Concierge
Bringing a roster of Concierge Services to Axis Bank Cardholders
Read More
Vitra.ai
Designing AI interfaces before AI had design patterns
Read More
e-portal 2.0
150+ screens, 11 roles, one design language held consistent
Read More
Axis Bank Concierge
Bringing a roster of Concierge Services to Axis Bank Cardholders
•
43 service items consolidated into 8 customer-facing pillars
•
Core booking experience redesigned across web and mobile
•
8 concierge services brought to a consistent booking standard
Read More
E-portal 2.0
150+ screens, 11 roles, one design language held consistent
•
11 roles, different permissions, interconnected workflows.
•
150+ screens designed as one cohesive experience.
•
Build consistency across roles, modules, and workflows.
Read More
Vitra.ai
Designing AI interfaces before AI had design patterns
•
4 AI-native tools designed from the ground up, with no existing pattern to build from
•
1 self-initiated concept — a grammar analytics suggestion adopted into the core speech-to-text flow
•
Node-based process map designed to make a fully invisible backend pipeline readable at a glance
Read More
Axis Bank Concierge
Bringing a roster of Concierge Services to Axis Bank Cardholders
•
43 service items consolidated into 8 customer-facing pillars
•
Core booking experience redesigned across web and mobile
•
8 concierge services brought to a consistent booking standard
Read More
E-portal 2.0
150+ screens, 11 roles, one design language held consistent
•
11 roles, different permissions, interconnected workflows.
•
150+ screens designed as one cohesive experience.
•
Build consistency across roles, modules, and workflows.
Read More
Vitra.ai
Designing AI interfaces before AI had design patterns
•
4 AI-native tools designed from the ground up, with no existing pattern to build from
•
1 self-initiated concept — a grammar analytics suggestion adopted into the core speech-to-text flow
•
Node-based process map designed to make a fully invisible backend pipeline readable at a glance
Read More
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Looking to connect?
Looking to connect?
© 2026 Aryan Aditya Singh