Tata digital

Super Web

Project & UX Lead

2025

2.0

10 min read

A complete web architecture that seamlessly anchors cross-vertical shopping, travel, and financial services into a unified modular storefront. The redesign focused on reducing cognitive load and clarifying the primary value proposition.

page views

- 10.5%

interaction

+ 70%

time on site

+ 215%

(30sec → 90sec)

Before

After

Problem space

web traffic

10% of overall traffic

existing framework

Flutter

north star

4x traffic

The ambiguity

Business problem

As of February 2025, web traffic accounts for just 10% of Tata Neu's total traffic, restricting potential growth and audience reach. Consequently, a lack of organic search traffic forces the platform to over-rely on paid customer acquisition.

Root cause

Since inception, Tata Neu’s platforms have been built using the Flutter framework. Unfortunately, Flutter’s web implementation is fundamentally unscalable for SEO-driven growth

North star

Achieve 4x growth in web traffic (reducing dependency on paid acquisition)

Strategy

Migrate the web platform's architecture from Flutter to React.js to unlock full SEO capabilities.

Experience

While Tata Neu app continuously transitions from old to new design and architecture, web experience is replication of app which limits the true potential and usage of large real estate.

Before (with flutter framework)

to achieve 4x multiplier

not just rebuild, reframe the purpose.
it's an opportunity to build India's first super app counterpart, super web.

Project overview

my role

Project & UX lead

design head

Ankur Sardana

design team

3 ux, 4 ui

Business verticals

timeframe

10 months

as a project lead

Facilitating strategic design reviews with 25+ product PMs, engineering leads, and CXO executives, synthesized competing interdisciplinary priorities (marketing, business models, technical realities) into a unified, scalable web architecture

Design deliverable timeline

ego-less design process

Alignment at this scale requires ego-less design. The initial concepts are just a conversation starter, the final product is the result of synthesizing business, engineering, architecture and user realities.

super web journey

approach, execution

designers

nirmal tandel, nitish arora

final themes

structured, efficient, immersive

web pillars

accessible, responisve, SEO friendly

prototypes

Figma

our research strategy: system, market, and mind

Defining the 'Super Web' required a three pronged audit: dissecting the systemic architecture of most used web suites (Microsoft/Adobe etc), mapping the competitive whitespace, and aligning our platform with the behavioral economics of web-native user expectations.

user expectations

web apps

competitive whitespace

user expectations

web apps

competitive whitespace

divergence: three distinct behavioral themes

To translate our ecosystem research into a tangible 'Super Web' architecture, we synthesized our findings into three distinct behavioral themes: Structured, Immersive, and Efficient. Rather than merging these prematurely, we treated them as independent hypotheses.

1. Structured

Desktop is where planning happens. Give users structure they need to manage life, money and experiences - all under one intelligent layout.

2. Efficient

It's fast, it's functional. Empower users to do more with fewer clicks, smarter layouts and better control

3. Immersive

A desktop is not just functional, but emotional. A place where Tata neu comes alive, where every brand speaks clearly, and every click leaves impression.

Driving consensus

research

hrushikesh joshi, manan pahwa, nirmal tandel, amruta jategaonkar

method

internal FGD

testing tool

figma prototype

cross functional audit

Stress-tested the three concepts with 42+ internal experts across org functions (Legal, PM, Engineering, SEO, etc.) in 3 offices (Mumbai, Bengaluru, Gurgaon) to identify blind spots and operational constraints.

Figma prototype

objective synthesis

Leveraged critical feedback as strategic data points to refine the concepts into a singular, resilient architecture, ultimately securing definitive buy-in and strategic alignment.

testing results

final blueprint

prototying tool

figma

technical concern

responsiveness

strategic convergence

Driven by cross-functional insights, we pivoted from divergence to strategic convergence. By anchoring our platform on the high-performing efficient framework while ruthlessly pruning identified friction points. The result is a unified, highly optimized Super Web architecture.

winning concept as a base

We selected the "efficient" concept to serve as our structural baseline, as its high-velocity, low-friction paradigm best aligned with core business metrics

add/remove

Add successful and liked widgets and interactions from concept "structured" and "immersive". Build on possible use cases on quick preview interaction

addition from "structured"

personalizing potential of calendar widget, loading animation that showcases tata neu offerings

addition from "immersive"

the visual freshness, brand presentation and immersive elements

final concept

technical buy-in

Proactively addressed engineering concerns around responsiveness. By treating their skepticism as a necessary calibration metric, we secured technical buy-in through a modernized handoff strategy anchored in scalable components, precise interaction prototyping, and rigorous cross-device frameworks.

handoff with responsiveness

business & architecture buy-in

To ensure successful deployment, we audited the converged concept against backend architectural constraints and active business models. By strategically negotiating these parameters, we calibrated the final UI to guarantee it was not only behaviorally sound but technically scalable and commercially viable.

final concept with feedback from business heads

executive buy-in

Facilitated strategic reviews with vertical heads and CXOs, translating interdisciplinary feedback into a cohesive business case to secure final architectural approval.

after CXO feedback

Business impact

timeframe

1 month post launch

tools

Power BI

Prioritizing high intent action over empty traffic

The previous experience generated high traffic but suffered from shallow engagement. Rather than optimizing for superficial page views, the redesign focused on reducing cognitive load and clarifying the primary value proposition. This required a strategic trade-off: accepting a normalization in top-of-funnel traffic to drastically improve the behavioral economics of the page.

The impact by numbers

+215% Increase in Dwell Time

Average time on site jumped from ~35 seconds to over 1 minute and 30 seconds, proving the new layout successfully captured and sustained user attention.

+70% lift in interaction rate

By filtering out low-intent "bounce" traffic, the interaction rate per visit skyrocketed. Users were no longer looking; they were acting.

+50% surge in login/Sign up

The extended engagement directly correlated with a massive spike in targeted action, proving the new design successfully converts attention into action.

-10.5% drop in page views

The old experience has relied on confusing navigation that caused users to click into pages accidentally and leave immediately. The redesign effectively filtered out unqualified traffic, leaving a highly qualified audience that drove the 50% spike in target action, 3x dwell time.

Roadmap

phased deployment & ecosystem scaling

With the architecture calibrated for technical and commercial viability, our immediate next step is a risk-mitigated, phased rollout.

long term vision

Our vision is to evolve this 'Super Web' infrastructure for complex ecosystem with frictionless user experience. By maintaining objective, detached oversight of live user data, we will continuously prune friction and integrate new business verticals, ultimately scaling a static web property into India's premier, high-utility digital ecosystem.

More from business verticals

We designed the ecosystem to be structurally cohesive but behaviorally adaptable—treating the UX of each business vertical as a uniquely calibrated solution to serve distinct mental models. Here is how that strategic adaptability translates into the final product interfaces: