Anarock CP - Redesign of onboarding flow to reduce friction for faster onboarding
Product design & User research
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Mobile app
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2 Months
What does Anarock do?
ANAROCK is one of India’s leading real estate services companies, helping real estate builders efficiently sell and manage their property inventory. By leveraging in-house technology and data-driven tools, Anarock streamlines property transactions, making them faster, smarter, and more transparent.
My role
User Interviews, Understanding data insights, Visual & Motion designs
Collaborated with
PM, 4 engineers, Business heads & Ops team
What is Anarock CP?
Anarock CP is a mobile-first platform that helps real estate Channel Partners discover projects, manage bookings, and track earnings. These CPs are critical — they contribute over 80% of Anarock’s revenue — yet struggle with low trust, limited tech exposure, and inconsistent engagement.
Get updated project & brokerage details
Track leads progress
Get paid extra on each bookings
Who are we designing Anarock CP for
A majority of active CPs fall into the these two categories, making it critical to simplify for the lowest digital maturity segment.
Independent CPs
Solo brokers operating in specific localities
Rely on personal networks, referrals, and on-ground marketing to generate leads
Small Organisation CP Firms
Teams of 5–10 agents handling higher lead volumes
Need team-level tracking for leads and site visits
Generate leads via local digital ads, property listings, and field campaigns
The Problem & Design challenges
The v1 of the app was built by a third-party agency. After launch, we saw Severe Drop-Offs in v1 Onboarding Flow. Users would install the app but never complete registration. Design was inconsistent, and CPs didn’t trust the system.
Only 16.5% of individual CPs completed onboarding
Only 1.94% of Firm CPs completed onboarding
*Source: Moengage analytics tool we used
Current CP onboarding flow
Onboarding didn’t highlight benefits or build motivation — its increasing clicks
User segregation & RERA & PAN verification before showing value
Digging Deeper: Talking to CPs, Ops & Support
After seeing poor conversions in the funnel and reviewing the onboarding flow, I needed to understand why CPs were dropping off.
🧯
Trust is low — onboarding happens manually.
“Ops teams often visit CP offices in person to help with onboarding, as CPs hesitate to trust the system on their own.”
🧪
CPs ‘test’ the app with fake leads
“Even firm CPs sign up as independent users and enter fake leads just to see what happens — they don't want to risk real customer data without clarity.”
🧾
CPs don’t recall RERA details
“Asking for RERA details during onboarding creates friction — most CPs don’t have it readily accessible or don’t understand why it’s needed.”
UX goals
After reviewing the data and speaking with users,
I partnered with my Product Manager to brainstorm solutions. We aligned with the business team and decided to redesign the onboarding flow — with the goal of improving trust, reducing friction, and driving conversions.
🛠️
Remove friction from the onboarding flow
👀
Let users explore before committing
🤝
Build trust early
Exploring onboarding flows
Before diving in to designing of new onboarding flow. I have explored few Indian app where there is KYC required. To understand how they are making it easy for users.
Final designs
Making onboarding more educational with a clear value proposition and fewer clicks
Important data points
Users can
verify RERA & PAN by
completing profile
Users can create firm or join firm
All users are now onboarded as individual CPs & they can create or join firms later
Check points to prompt users to complete profile
Marketing designs to engage & push CPs for profile creation & adding leads
In app promotions
Promotions on facebook & instagram to onboard new users
Impact
🚧
Final onboarding revamp paused
Though not shipped, the redesigned flow influenced future UX thinking and internal roadmap discussions.
🛠️
Redesigned critical flows
Improved accessibility and usability across the app beyond onboarding.
🌆
Expansion into top cities —
Chennai & Bangalore launched as key growth markets for CP acquisition.
%
of RERA-registered CPs in Mumbai onboarded successfully
+
Leads registered through the Anarock CP
+
Bookings completed through the ACP