How we arrived at the One app architecture, and why the one app look the way it does

Operating philosophy

Key verticals

Still competing for a space in the user’s minds, the app should communicate the key areas Freo’s present in at first glance

Meaning everywhere

Users should find meaningful info in each area of the app that they visit

Endowment effect

Users visit places where they find more meaning, and stop visiting where they don’t

<aside> <img src="/icons/asterisk_green.svg" alt="/icons/asterisk_green.svg" width="40px" /> Endowment effect / Divestiture aversion / Loss aversion • People find it harder to part away from things they they feel is their own • It’s harder to separate people from things they feel like they’ve earned • Things that give people regular utility is hard to part away from

Learn more

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BEFORE WE BEGIN

Understanding constants and variables

Ubiquitous, unchanging and regularly used information should be put in the bottom nav.

Moreover, since the bottom nav fares quite low on the app’s heat-map, key product verticals were not placed there.

Things that can change, such as the products a user is eligible for should be put in chips

Constants: these should not change much over a user’s life with the product.

Variables: Users have more acceptance for changeable info when shown as chips. Eg. filters, tags.

BOTTOM NAV CONTENTS

Home tab

Users can explore, discover, activate, and use products from here. Think of it as the user’s dashboard.

Learn about how a bespoke home screen is tailor-made here

More tab

A marketplace of personalised, curated offers by Freo’s partners.

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Hypothesis

Users go into the More tab because they did not resonate with a product’s primary positioning on the Home tab. Had it worked for them, they would have moved further into the product’s application journey on the Home tab.

This section can be used to provide users with rich-media sales about the intended and adjacent-value products. After the user converts for the intended product, rich-media sales can even all of Freo’s products, along with the customised partner offers

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When users spillover to More

• Conversion Duration (CD) is defined as the time within which 70th percentile of users complete the Conversion Event (CE) convert in a product without external human intervention. It can differ for different products. For Freo Borrow limit, this happens to be 44 hrs.
• If a users visits the app after the end of their CD, the user’s app will nudge them to visit the More tab. This is a dynamic section that changes it’s shape based on the user’s state.
• In this example, the user was acquired for credit but did not convert. Hence, the More section was populated with credit offers from our non-risk sharing lending partners.

Universal scanner button

A prominent scanner button users can use to make payments from the their Spend limit, Borrow limit, or their own bank accounts with UPI

Users can also scan any web QR code

Interaction design

UP NEXT

Engaging users to drive up conversion

Draft below:

Product widgets

The architecture should be designed in a way that