Make trust tangible at every touchpoint

Most parents spend little time ordering table-stakes products like diapers & wipes on repeat. But first-time purchases involve significant research. OZi’s path to success was becoming a trusted curator, a blend between platform and brand.

A platform brand strong enough that you are not buying a 3-year old’s clothes. You are buying a 3-year old’s clothes from OZi.

Trust is table-stake for most products and services, which counter-intuitively also makes it hard to design for.

To address this, we took explicit directions to highlight product details transparently at visible touch-points. Product Demo videos were added as new content to build awareness around how to use them. “OZi Select,” the platform’s guaranteed good products, bear that mark and explain their promise upfront.

Our previous research has shown us that people absolutely love reviews with pictures and videos.

All new content interventions, such as Buyer Stories, Video Testimonials, were designed with reusability in mind, so the same content could be cross-posted on OZi’s socials.

Make curation the product, not a feature

Curation is a big piece of the redesigned platform. It manifests in multiple ways: personalization, editorial, contextual.

Personalized

Parents can create profiles for their children by adding age, gender, and name; which can then be used for progressive recommendations, building a long-term relationship between the platform and parents. The profiles are visible only to the parents, with complete anonymity, as we learned during our museum edu-tech project.

This profiling layer extends to post-purchase journeys and order history.

Wish-list, which is user’s own curation, is automatically categorized. A further intelligent layer could suggest kids’ profile as tags so when a user is retrieving information later, they could jump to the right bit more quickly.

Design for low-friction browsing

OZi’s usage patterns revealed something equally important: when orders were placed. New parents spend most of their day with their children, evidenced by a lot of orders being placed late at night, often after 11pm. That required specific solutions for high-speed, low-friction browsing.

The design treats glanceability as a core attribute. One could gather as much info upfront without unnecessary taps and go-backs.

Aesthetic Direction and Robustness

Our approach called for a universal, platform-agnostic visual language, allowing consistent experience and easier maintenance as the organisation scaled.

The visual direction leans into playfulness: graphics inspired by Pixar’s 3D aesthetic, UI elements inspired by stickers, fridge magnets; chunky shapes and wonky arrangements. For a pinch of surprise, we designed motion inspired by claymotion, using 8fps animation sequences.

While exploring ideas, we found good results with then recently released Nano Banana; we experimented with the AI to develop an illustration system. OZi’s design team is small and at their growth trajectory, being able to quickly produce new illustrations was a meaningful operational advantage.

Edge Cases

Designs for the product in ideal and non-ideal states - empty, success, error.

Express shipping

We usually do not write about this part as it’s an internal-facing operational step. For this engagement, it deserves to be called out.

In our project plan, we prioritised several templates that gave us the widest functional, thematic, and component-level coverage. From the start, we ran a continuous handoff process. This enabled an ongoing build-and-test cycle running in parallel with our design work.

By the time we wrapped up the design system, documented all the decisions, and tied all the loose ends for a clean hand-off, the engineering team had already shipped the updated design to beta. Within a month, the new design was live.

The Outcome

Ozi secured a Series A funding of $6.5M a quarter after the new design went live which enables them to offer services across Gurugram and Noida. The redesign is a small, yet important cog in the 12x growth they’ve attained in less than a year of operation.

With over 100k downloads and 4.7-star ratings across app stores, it is gaining solid ground as a trusted platform for its niche, while being ready for 100x frictionless scale ahead.