This case study focuses on re-designing the UX for money disbursal in a B2C credit line application for taking a loan
We were able to achieve disbursal PMF with the old UX and UI. Now the focus was on optimising the conversion rate.
In a credit line product, user is issued a life-time credit line on basis of their financial details such as bureau data, etc. Once the user has been provided a line, they can withdraw loan of any amount on an EMI basis.
This re-design includes focusing on different aspects, w.i.z:
A glimpse of what disbursal flow looked like before and after:
• The decision to take a liability and a loan can be anxiety-inducing for a user; they have to be very careful of the decisions they are making.
• Deduction amounts (amount deducted from the loan being taken; these can include, but are not limited to, charges, processing fee, line set-up fee, BPI) are often overwhelming.
• Poor UX for selecting amount while taking loan
• ‘User Experior’ videos showed that users had multiple sessions of the app before taking a loan.
The hypothesis is that they were comparing amounts with different apps before making a decision.
Drilling down the last problem
• Increase conversion rate
• UX optimisation
Reduce anxiety with friendly and user supportive UI
Make deductions very clear to understand and
Make user experience intuitive and assessable
Help user make decision by providing them hints of what is best for them as well as the business
This was a feature loaded ticket, and we had hence split experiences into different components to start with.
Feature mix:
Design decisions for different slider interactions out there and why we took this decision
For different user bases, the slider values will differ as per the amount they can withdraw.
This was translated in a grid of equal gaps, including stops and amount jumps as per the ranges
Each stop on the slider had haptic feedback, and the one with offer would have a different haptic feedback.
Haptics were done in 1,2,3 syllables
To make the feedback apt, a dummy prototype was tested out on different mobiles.
Slider values
Manual amount change
Keyboard-based amount change
Error in entering amount
The details of the charge sheet was compressed into intention-based tool tips to decrease the visual load from the page. Also, the default view of the page was kept in a collapsed state to make page less jarring