ServCare Website

ServCare is a CPCB-certified waste management service that collects e-waste, plastic, textile waste and used cooking oil from homes and businesses, and rewards citizens with points for what they hand over. The website is the front door: it has to answer three questions fast — do you serve my area, what will you take, and what do I get for it. My job was to turn an operations-heavy recycling business into a booking product a first-time visitor could finish in a couple of minutes.

Role

Lead UI/UX Designer — research, IA, flows, UI, design system, handoff

Timeline

4 months (audit → design → launch)

Tools

Figma, FigJam, Figma Dev Mode, Maze, Google Analytics

Platform

Responsive web platform (servcare.com), mobile-first

• Serviceability is pincode-dependent, so a generic marketing homepage would promise something the operations network could not always deliver.
• Four waste streams (e-waste, plastic, textile, UCO) price completely differently — some per item, some per kilogram — and had to sit in one comprehensible catalogue.
• The reward-points model was the main motivator but was invisible until deep in the old flow.
• Most traffic is mobile, on modest devices, from users who have never used a recycling service before.
• A dark, densely patterned brand world had to stay readable and pass contrast requirements across long catalogue pages.

The design direction focused on these documented product decisions:

• Serviceability is pincode-dependent, so a generic marketing homepage would promise something the operations network could not always deliver.

  One field answers the only question that matters first. Entering a pincode replaces the hero with 'Available Pickup Services in 411041' and a single Book Pickup Service button.

• Four waste streams (e-waste, plastic, textile, UCO) price completely differently — some per item, some per kilogram — and had to sit in one comprehensible catalogue.

  E-Waste, Plastic, Used Cooking Oil and Textile pickups appear as illustrated cards with a consistent chevron affordance, so the whole offer is visible in one glance.

• The reward-points model was the main motivator but was invisible until deep in the old flow.

  Every catalogue item carries its points value on the card — 500 points for a dishwasher, 15 points per kg for PET — so value is never a surprise at the end of the flow.

• Most traffic is mobile, on modest devices, from users who have never used a recycling service before.

  A persistent item search sits above the category tabs, letting users who know what they have skip browsing entirely while newcomers still explore by stream.

• A dark, densely patterned brand world had to stay readable and pass contrast requirements across long catalogue pages.

  Designed a pincode-first homepage, a category-based item catalogue with transparent reward points, and a booking flow that turns a vague intent into a scheduled green pickup.

1. 01

   Pincode-first IA

   Restructured the homepage around a single pincode input as the primary action, with trust proof (CPCB certified, cities covered, green transportation) directly beneath it, so serviceability is confirmed before any commitment.

2. 02

   Catalogue model

   Designed a tabbed catalogue — EWASTE, TEXTILE, PLASTIC, UCO — where item-priced categories use an Add button and weight-priced categories use an inline KG field with Add, so two pricing models share one predictable card.

3. 03

   Booking flow

   Pincode → available services → item selection → schedule pickup → confirmation. Each step shows the running points total, so the reward is visible while the user is still deciding what to hand over.

4. 04

   Dark-brand design system

   Built a token set on the deep-green brand — surfaces, accent greens, patterned hero treatment — plus reusable service cards, item cards, tabs and search, all specified at AA contrast on both dark and light surfaces.

Documented project outputs

• 10+ — Cities covered
• 10,000+ — Citizens onboarded
• 4 — Waste streams unified
• <2 min — Pincode to booking

Ordering the page by the user's questions rather than the company's story did the heavy lifting. Putting serviceability first felt risky — it can turn a visitor away in one step — but honest early answers produced better-qualified bookings than a polished pitch ever did.