Personal loan
Bajaj finserv
JAN 2023
Overview
We developed this project for Bajaj Finance, one of India’s largest financial services companies, to take their digital loan processing capabilities to the next level.
We transformed the app from just a simple lead generation tool into a full-fledged digital loan platform where users can manage the entire loan application process online.
The goal was to make things as smooth as possible for users—letting them apply, upload documents, and get approvals, all within the app itself.
My Role
Product Designer — Visual Design, Rapid Prototyping, Design Systems, Interaction Design, Research
Timeline
3 months, Updated as of November 2022. Live App
Team
Yashodhan Deshmukh, UX Lead
Spandita Jakhar, UX Designer
Oishee Mukherjee, UX Writer
VISUAL DESIGN
COMPONENTS
BOTTOM NAV
HIGHLIGHTS
A user-focused digital loan journey for Bajaj Finance, designed to simplify the process and boost efficiency.
INTRODUCTION
A process that'll change the business
Transforming a previously offline loan process into a full online experience
When I joined the company in October 2021, I was assigned to a project called "Rural Personal Loans". I was primarily designing for the personal loan sector, targeting the rural audience in India. Since personal loans are the company's largest business segment, it was a privilege to work on this project.
The most surprising part of this was that the revenue generated from this business primarily came from sales calls driven by lead generation. Our ultimate goal was to upgrade the app from a basic lead generation tool into a comprehensive digital platform, enabling users to apply and manage the entire loan process.
PROBLEM
How do we make this long process easier?
Unveiling layers of challenges
As more and more competitors started offering fully online loan experiences, our app, which was mainly focused on generating leads, started to feel outdated. Users were frustrated by the back-and-forth between the app and phone calls just to complete their loan applications.
Many customers simply wanted the ease of handling everything online, without having to make phone calls. With the company working on a super app that includes a wide range of financial services, it became crucial to add a fully digital loan application process.
Users felt uncertain about loan approval likelihood after filling out applications, leading to a lack of confidence in the process.
The need to switch between the app and phone calls created an inconsistent and inconvenient user experience.
Prospective borrowers often abandoned the application process altogether, leading to unfulfilled leads and missed revenue.
Competing platforms offered instant loan eligibility checks, while Bajaj Finance users had to wait for manual verification, causing frustration.
Fig 1. IMAGE
GOAL
To create an online loan experience for users
Connecting lead generation to disbursal without interruptions
Our main goal was to transform the app from a simple lead generation tool into a full-fledged digital loan platform. We wanted to guide the customers through every step of the loan process—from checking eligibility and uploading documents to getting final approval—all without leaving the app.
The idea was to reduce drop-offs and boost user satisfaction by making the entire journey as intuitive and efficient as possible. Here are the three key goals identified:
Better transparency and trust
Provide loan progress updates and clear visual cues so users always know where they stand in the loan process, helping them feel confident and informed.
Reduce customer drop-off rates
Design a fully digital process to minimize complexity, reduce drop-offs, and increase completed loan applications.
Document collection with auto-Detection and pre-fill options
Add an intelligent document upload system that can auto-detect and validate documents, along with pre-filled fields where possible.
RESEARCH PROCESS
Uncovering insights to drive a better loan process
How did we begin?
To deeply understand user needs and core pain points, we used a mix of research methods, each revealing unique insights into user behavior, preferences, and challenges.
Our primary research methodologies included user interviews, survey analysis, competitive Analysis, and customer feedback analysis.
Fig 1. IMAGE
User interviews
We conducted in-depth user interviews to understand the first-hand experiences, frustrations, and expectations of users who had engaged with the current app but had not completed the loan application process.
Sample size
80+ participants, segmented by loan stage abandonment (e.g., initial application, loan approval).
Interview structure
Semi-structured interviews lasting approximately 45 minutes, allowing for both guided questions and open-ended responses to gather qualitative insights.
Focus areas
Users' reasons for abandoning applications, their expectations for a loan app, and any specific pain points encountered in the lead generation-only model.
Key findings
70% of users expressed frustration with being directed to other medium to complete their loan process.
Users felt uncertain about the next steps and lacked visibility into their application's progress, contributing to high abandonment rates.
Users didn't really want to get on a phone call to complete the rest of the loan process.
Fig 2. IMAGE
Survey analysis
To gather quantitative data on common challenges and user preferences, we analyzed responses from a large-scale survey targeting users, including both active users and those who had abandoned the process.
Sample size
1000+ survey responses collected from users at various stages of the loan process through emails, messages etc.
Survey structure
The survey included a combination of Likert scale questions (to measure satisfaction and difficulty levels) and open-ended questions (to capture specific feedback).
Focus areas
Users' reasons for abandoning applications, their expectations for a loan app, and any specific pain points encountered in the lead generation-only model.
Key findings
58% of respondents indicated that the existing lead-generation-only process felt cumbersome.
75% of users accessed the app on mobile devices, emphasizing the need for a mobile-optimized experience.
60% of users highlighted loan request submission as a major pain point, requesting clear instructions and a more straightforward process.
Fig 3. IMAGE
Competitive analysis
To understand industry standards and identify features commonly expected by users, we conducted a competitive analysis focusing on three leading loan applications (Fig. 3) known for their user-friendly, end-to-end processing capabilities.
Approach
• Three to five top-performing loan applications were reviewed for their functionality, user flow, design elements, and unique features.
• Focused on ease of navigation, loan amount, interest rates, ratings, and additional support provided within each app.
• We created a comparison matrix to evaluate features such as onboarding process, application steps, real-time status updates, and mobile interface usability.
Key findings
All competitor apps allowed users to complete the loan process within a single app, setting a clear expectation for our app users.
Competitors offered in-app help, such as live chat or tooltips, to assist users at every stage of the application, reducing confusion and drop-offs.
Competitor apps displayed trust indicators (e.g., security badges, data encryption icons), reinforcing user confidence in the platform.
Fig 1. IMAGE
Customer feedback analysis
To capture direct user feedback on specific usability challenges and pain points, we analyzed app store reviews and customer support tickets associated with our app.
Approach
• Customer support tickets and app store reviews were analyzed for recurring themes and specific user complaints.
• We categorized the feedback into common themes such as navigation difficulties, issues with loan approval, and requests for improved transparency.
• A thematic analysis was conducted, tagging feedback with relevant categories to identify frequently mentioned issues.
Key findings
Users frequently cited difficulties in locating specific stages of the loan process, especially around approval and verification.
The majority of users complain that the loan lending process is too cumbersome.
40% of app store reviews mentioned challenges with follow-up after the loan approval process.
Summary of research insights
Our comprehensive research approach, spanning qualitative interviews, quantitative survey analysis, competitive benchmarking, and customer feedback, revealed a consistent need for:
Users want to initiate, track, and complete their loan application entirely within the app.
Users desire real-time tracking and visible security signals to feel confident about the online loan process.
With a majority of users accessing the app via mobile devices, a complete process , accessible design was essential.
A need for a streamlined, mobile-friendly document upload functionality is critical to user satisfaction.
IDEATION
What we build up from the research data
An overview
Our ideation process was a blend of collaborative techniques and data-driven decision-making, all aimed at crafting solutions that truly address user needs.
Fig 1. IMAGE
Ideation techniques used
Design sprint
A 2 week design sprint involving UX/UI designers, developers, and stakeholders to brainstorm potential solutions.
Crazy eight exercise
Each team member sketched eight ideas in eight minutes, encouraging rapid, out-of-the-box thinking on offer design, security and more.
Dot voting
We used to prioritize concepts (Fig. 1), enabling us to focus on high-impact features, such as secure uploads, progress tracking, and profile verification.
Added tooltips like “Why are we asking for this?” to explain information requests, addressing user concerns and building trust.
Created a visual progress tracker that shows each stage of the loan journey, from submission to approval.
Added diverse verification options like DigiLocker integration, video KYC, and document uploads to simplify identity checks and enhance security.
Updated the document upload process to allow users to complete it with a single click, reducing errors and speeding up applications.
USER FLOW
Crafting a smooth pathway for users
Fig 1. IMAGE
Old flow
In the initial flow, users could only submit a lead form and wait for follow-up communication, often outside the app, leading to high abandonment rates and creating frustration.
This process limited the app's potential and failed to meet user expectations for a complete online experience.
Updated flow
We added the missing bits and pieces of information by:
Step 1
Loan application – Users go through the personal loan application and specify their loan amount, providing a start to the application process.
Step 2
Benefits section – Users securely choose any optional benefits such as health or life insurance.
Step 3
Personal details and document upload – PAN card and date of birth are requested or pre-filled, with secure document upload options like DigiLocker, video call KYC, or manual uploads for flexible verification.
Step 4
Bank details , approval and loan disbursement – Users enter bank details, receive approval notifications, and a final loan summary before disbursement, creating a sense of completion and satisfaction.
Key improvements
Redesigned the flow to continue through loan disbursement, delivering an end-to-end experience entirely within the app.
Added clear steps for transparency and clarity, enhancing user trust and satisfaction; more steps made the process feel complete.
Product, engineering, and development teams worked together to design, test, and refine the flow, ensuring speed, security, and usability at each stage.
WIREFRAMES
Blueprints of the digital loan journey
Laying out key interactions and user pathways
We structured the loan application flow across three fidelity stages, allowing us to gather early feedback, prioritize accessibility, and align design with user expectations.
Additionally, we created high-fidelity wireframes, bringing in real data to simulate actual user scenarios. We polished the layouts, integrated branding, and made adjustments based on feedback from stakeholders.
Tip: Use the slider in the image.
Key decisions
We moved extra details (like pricing and loan terms) into collapsible sections to cut down on visual clutter on the main screens.
We added a information in the header to keep essential info—like progress—visible at all times, making sure users always knew where they stood.
The document upload screen appears right after the loan amount and EMI details, so users can review those before confirming.
VISUAL DESIGN
Simple and consistent styles
Elevating aesthetic through thoughtful design
With the color palette, fonts, and design elements already set, I simply followed those styles in the mobile app design.
Color palette
We went with a deep navy blue (#002953) as the main color. It’s meant to convey trust, stability, and professionalism—qualities that match the app's brand image. For accents, we used a warm orange gradient (#FF6901 to #FE8B0B). This color brings a little energy and warmth into the design.
Typography
The font we chose is Rubik. It’s modern and easy to read, which works well across different devices. Rubik has rounded edges and balanced proportions, which helps keep the look professional but also friendly.
Design components
Developers were used to building live sites by coding directly, using their own CSS and CMS libraries. To fix this, we made the design system the “single source of truth” for all design elements, bringing every team onto the same page.
Icons
We designed custom duo-tone icons that align with the app's visual style. These icons help create a clear visual hierarchy, making it easier for users to navigate.
USER TESTING
Trying out different versions
Key elements
Through a mix of hands-on usability tests and large-scale A/B testing, we gathered tons of valuable feedback and made changes along the way to improve the overall experience.
Testing methods:
Moderated testing
We ran 12 rounds of moderated usability tests with 8 participants in each round. In these sessions, we asked users to complete tasks like filling out the loan application, uploading documents, and moving through each stage of the application process.
A/B Testing
We ran 12 rounds of moderated usability tests with 8 participants in each round. In these sessions, we asked users to complete tasks like filling out the loan application, uploading documents, and moving through each stage of the application process.
Fig 1. IMAGE
Iteration 1
Key findings and improvements
Document upload issues
In the first testing round, we found that users were having trouble with document uploads—mainly because instructions on file formats and sizes weren’t clear.
Action
We added in-line guidance with specific prompts and examples, clarifying which documents were needed and in what format. After this change, document upload completion rates jumped by 30% in the next testing rounds.
Fig 2. IMAGE
Iteration 2
Key findings and improvements
KYC scheduling needs
A lot of users were frustrated with the KYC verification process. They wanted the flexibility to schedule a verification call at a time that worked for them, rather than being assigned a random time by the company.
Action
For the KYC process, we added a "Schedule a Call" feature that lets users pick a date and time that suits them best for their verification call. This change gave users more control over the process
Final results
We managed to cut the average completion time down by 40%, thanks to faster document uploads and approval
The score jumped from an average of 3.5/5 to 4.8/5. Users described the app as "quick, and stress-free," which was exactly the kind of feedback we were aiming for.
FINAL SCREENS
Presenting the final look
Fig 1. IMAGE
PDP to offer screen
Our users have multiple channels to access the offer screen. For this example, I’ve used the product description page as the path to the offer screen.
Fig 2. IMAGE
Cross-sell to PAN details
This screen allows users to opt for optional insurance benefits or proceed directly to the PAN details page. Once this step is completed, users are directed to the PAN details page, where they can quickly input their information to proceed with the loan application process.
Fig 3. IMAGE
KYC details to update details
Once users provide their PAN details, their information like their address is automatically fetched. If they need to update their address, they have plenty of options to do so.
They can use KYC verification through Aadhaar, DigiLocker, video KYC, or even upload documents manually.
Fig 4. IMAGE
Bank details
If a user’s bank details are already on file, they’ll be shown for confirmation. For those who haven’t added their details yet, they’ll be guided to a dedicated page to enter the information. Users can also update their existing bank details anytime.
To build trust, reassuring messages about data security and reliability are displayed throughout the process.
Fig 5. IMAGE
Loan summary and submission
Users get a clear, detailed loan summary where they can review all the information and even reach out to a representative if they have questions. Once they’re ready to move forward, the loan request is submitted, and the disbursal process is wrapped up within 24 hours.
Fig 6. VIDEO
Supporting screens
The app features support screens, including offer recomputing, guidelines, and document upload, providing users with quick assistance for queries or issues, ensuring a reliable loan application process.
IMPACT
Impact
Fig 2. VIDEO
Measuring success
Based on publically available data. The new design made a big difference, both for users and for business outcomes. We set out to boost completion rates, reduce drop-offs, and improve user satisfaction—and the results show we hit those goals.
Looking back
and lessons learned
This project provided several valuable insights and lessons, both at the individual and team levels.
User freedom
We initially underestimated how much users wanted control over scheduling their KYC calls. Adding this option later underscored the importance of designing for user autonomy in sensitive processes.
Regular testing reduces surprises
Conducting user tests every two weeks helped us catch and fix issues early, reinforcing the value of continuous feedback loops for building a product that meets user needs.
Trust-building through transparency
Adding “Why Are We Asking This?” tooltips turned out to be a small but powerful feature. It gave users more transparency around data security and why certain information was needed, which helped ease their concerns.
Personal loan
Bajaj finserv
JAN 2023
Overview
We developed this project for Bajaj Finance, one of India’s largest financial services companies, to take their digital loan processing capabilities to the next level.
We transformed the Bajaj Finserv app from just a simple lead generation tool into a full-fledged digital loan platform where users can manage the entire loan application process online.
The goal was to make things as smooth as possible for users—letting them apply, upload documents, and get approvals, all within the app itself.
My Role
Product Designer — Visual Design, Rapid Prototyping, Design Systems, Interaction Design, Research
Timeline
3 months, Updated as of November 2022. Live App
Team
Yashodhan Deshmukh, UX Lead
Spandita Jakhar, UX Designer
Oishee Mukherjee, UX Writer
HIGHLIGHTS
A user-focused digital loan journey for Bajaj Finance, designed to simplify the process and boost efficiency.
HIGHLIGHTS
INTRODUCTION
A process that'll change the business
Transforming a previously offline loan process into a full online experience
When I joined the company in October 2021, I was assigned to a project called "Rural Personal Loans". I was primarily designing for the personal loan sector, targeting the rural audience in India. Since personal loans are the company's largest business segment, it was a privilege to work on this project.
The most surprising part of this was that the revenue generated from this business primarily came from sales calls driven by lead generation. Out ultimate goal was to upgrade the app from a basic lead generation tool into a comprehensive digital platform, enabling users to apply and manage the entire loan process.
PROBLEM
How do we make this long process easier?
Unveiling layers of challenges
As more and more competitors started offering fully online loan experiences, our app, which was mainly focused on generating leads, started to feel outdated. Users were frustrated by the back-and-forth between the app and phone calls just to complete their loan applications.
Many customers simply wanted the ease of handling everything online, without having to make phone calls. With the company working on a super app that includes a wide range of financial services, it became crucial to add a fully digital loan application process.
Users felt uncertain about loan approval likelihood after filling out applications, leading to a lack of confidence in the process.
The need to switch between the app and phone calls created an inconsistent and inconvenient user experience.
Prospective borrowers often abandoned the application process altogether, leading to unfulfilled leads and missed revenue.
Competing platforms offered instant loan eligibility checks, while Bajaj Finance users had to wait for manual verification, causing frustration.
GOAL
To create an online loan experience for users
Connecting lead generation to disbursal without interruptions
Our main goal was to transform the app from a simple lead generation tool into a full-fledged digital loan platform. We wanted to guide the customers through every step of the loan process—from checking eligibility and uploading documents to getting final approval—all without leaving the app.
The idea was to reduce drop-offs and boost user satisfaction by making the entire journey as intuitive and efficient as possible. Here are the three key goals identified:
Better transparency and trust
Provide loan progress updates and clear visual cues so users always know where they stand in the loan process, helping them feel confident and informed.
Reduce customer drop-off rates
Design a fully digital process to minimize complexity, reduce drop-offs, and increase completed loan applications.
Document collection with auto-Detection and pre-fill options
Add an intelligent document upload system that can auto-detect and validate documents, along with pre-filled fields where possible.
RESEARCH PROCESS
Uncovering insights to drive a better loan process
How did we begin?
To deeply understand user needs and core pain points, we used a mix of research methods, each revealing unique insights into user behavior, preferences, and challenges.
Our primary research methodologies included user interviews, survey analysis, competitive Analysis, and customer feedback analysis.
User interviews
We conducted in-depth user interviews to understand the first-hand experiences, frustrations, and expectations of users who had engaged with the current app but had not completed the loan application process.
Sample size
15 participants, segmented by loan stage abandonment (e.g., initial application, loan approval).
Interview structure
Semi-structured interviews lasting approximately 45 minutes, allowing for both guided questions and open-ended responses to gather qualitative insights.
Focus areas
Users' reasons for abandoning applications, their expectations for a loan app, and any specific pain points encountered in the lead generation-only model.
Key findings
Key findings
Users want to initiate, track, and complete their loan application entirely within the app.
Users desire real-time tracking and visible security signals to feel confident about the online loan process.
With a majority of users accessing the app via mobile devices, a complete process , accessible design was essential.
A need for a streamlined, mobile-friendly document upload functionality is critical to user satisfaction.
Survey analysis
To gather quantitative data on common challenges and user preferences, we analyzed responses from a large-scale survey targeting users, including both active users and those who had abandoned the process.
Sample size
1000+ survey responses collected from users at various stages of the loan process through emails, messages etc.
Survey structure
The survey included a combination of Likert scale questions (to measure satisfaction and difficulty levels) and open-ended questions (to capture specific feedback).
Focus areas
Users' reasons for abandoning applications, their expectations for a loan app, and any specific pain points encountered in the lead generation-only model.
Competitive analysis
To understand industry standards and identify features commonly expected by users, we conducted a competitive analysis focusing on five leading loan applications known for their user-friendly, end-to-end processing capabilities.
Approach
• Three to five top-performing loan applications were reviewed for their functionality, user flow, design elements, and unique features.
• Focused on ease of navigation, loan amount, interest rates, ratings, and additional support provided within each app.
• We created a comparison matrix to evaluate features such as onboarding process, application steps, real-time status updates, and mobile interface usability.
Key findings
Customer feedback analysis
To capture direct user feedback on specific usability challenges and pain points, we analyzed app store reviews and customer support tickets associated with our app.
Approach
• Customer support tickets and app store reviews were analyzed for recurring themes and specific user complaints.
• We categorized the feedback into common themes such as navigation difficulties, issues with loan approval, and requests for improved transparency.
• A thematic analysis was conducted, tagging feedback with relevant categories to identify frequently mentioned issues.
Key findings
Summary of research insights
Our comprehensive research approach, spanning qualitative interviews, quantitative survey analysis, competitive benchmarking, and customer feedback, revealed a consistent need for:
70% of users expressed frustration with being directed to other medium to complete their loan process.
Users felt uncertain about the next steps and lacked visibility into their application's progress, contributing to high abandonment rates.
Users didn't really want to get on a phone call to complete the rest of the loan process.
58% of respondents indicated that the existing lead-generation-only process felt cumbersome.
75% of users accessed the app on mobile devices, emphasizing the need for a mobile-optimized experience.
60% of users highlighted loan request submission as a major pain point, requesting clear instructions and a more straightforward process.
Users frequently cited difficulties in locating specific stages of the loan process, especially around approval and verification.
Competitors offered in-app help, such as live chat or tooltips, to assist users at every stage of the application, reducing confusion and drop-offs.
Competitor apps displayed trust indicators (e.g., security badges, data encryption icons), reinforcing user confidence in the platform.
All competitor apps allowed users to complete the loan process within a single app, setting a clear expectation for our app users.
The majority of users complain that the loan lending process is too cumbersome.
40% of app store reviews mentioned challenges with follow-up after the loan approval process.
IDEATION
What we build up from the research data
An overview
Our ideation process was a blend of collaborative techniques and data-driven decision-making, all aimed at crafting solutions that truly address user needs.
Ideation techniques used
Design sprint
A 2 week design sprint involving UX/UI designers, developers, and stakeholders to brainstorm potential solutions.
Crazy eight exercise
Each team member sketched eight ideas in eight minutes, encouraging rapid, out-of-the-box thinking on offer design, security and more.
Dot voting
We used to prioritize concepts, enabling us to focus on high-impact features, such as secure uploads, progress tracking, and profile verification.
Added tooltips like “Why are we asking for this?” to explain information requests, addressing user concerns and building trust.
Added diverse verification options like DigiLocker integration, video KYC, and document uploads to simplify identity checks and enhance security.
Created a visual progress tracker that shows each stage of the loan journey, from submission to approval.
Updated the document upload process to allow users to complete it with a single click, reducing errors and speeding up applications.
USER FLOW
Crafting a smooth pathway for users
Old flow
In the initial flow, users could only submit a lead form and wait for follow-up communication, often outside the app, leading to high abandonment rates and creating frustration.
This process limited the app's potential and failed to meet user expectations for a complete online experience.
Updated flow
We added the missing bits and pieces of information by:
Step 1
Loan application – Users go through the personal loan application and specify their loan amount, providing a start to the application process
Step 2
Benefits section – Users securely choose any optional benefits such as health or life insurance.
Step 3
Personal details and document upload – PAN card and date of birth are requested or pre-filled, with secure document upload options like DigiLocker, video call KYC, or manual uploads for flexible verification.
Step 4
Bank details , approval and loan disbursement – Users enter bank details, receive approval notifications, and a final loan summary before disbursement, creating a sense of completion and satisfaction.
Key improvements:
Redesigned the flow to continue through loan disbursement, delivering a seamless, end-to-end experience entirely within the app.
Added clear steps for transparency and clarity, enhancing user trust and satisfaction; more steps made the process feel complete.
Product, engineering, and development teams worked together to design, test, and refine the flow, ensuring speed, security, and usability at each stage.
WIREFRAMES
Blueprints of the digital loan journey
Laying out key interactions and user pathways
We structured the loan application flow across three fidelity stages, allowing us to gather early feedback, prioritize accessibility, and align design with user expectations.
Additionally, we created high-fidelity wireframes, bringing in real data to simulate actual user scenarios. We polished the layouts, integrated branding, and made adjustments based on feedback from stakeholders.
Tip: Use the slider in the image.
Key decisions:
Redesigned the flow to continue through loan disbursement, delivering an end-to-end experience entirely within the app.
We added a information in the header to keep essential info—like progress—visible at all times, making sure users always knew where they stood.
The document upload screen appears right after the loan amount and EMI details, so users can review those before confirming.
Elevating aesthetic through thoughtful design
With the color palette, fonts, and design elements already set, I simply followed those styles in the mobile app design.
Color palette
We went with a deep navy blue (#002953) as the main color. It’s meant to convey trust, stability, and professionalism—qualities that match the app's brand image. For accents, we used a warm orange gradient (#FF6901 to #FE8B0B). This color brings a little energy and warmth into the design.
Typography
The font we chose is Rubik. It’s modern and easy to read, which works well across different devices. Rubik has rounded edges and balanced proportions, which helps keep the look professional but also friendly.
Design components
Developers were used to building live sites by coding directly, using their own CSS and CMS libraries. To fix this, we made the design system the “single source of truth” for all design elements, bringing every team onto the same page.
Icons
We designed custom duo-tone icons that align with the app's visual style. These icons help create a clear visual hierarchy, making it easier for users to navigate.
VISUAL DESIGN
Simple and consistent styles
Measuring success
Based on publically available data. The new design made a big difference, both for users and for business outcomes. We set out to boost completion rates, reduce drop-offs, and improve user satisfaction—and the results show we hit those goals.
IMPACT
Impact
USER TESTING
Trying out different versions
Key elements
Through a mix of hands-on usability tests and large-scale A/B testing, we gathered tons of valuable feedback and made changes along the way to improve the overall experience.
Testing methods:
Moderated testing
We ran 12 rounds of moderated usability tests with 8 participants in each round. In these sessions, we asked users to complete tasks like filling out the loan application, uploading documents, and moving through each stage of the application process.
A/B Testing
We ran 12 rounds of moderated usability tests with 8 participants in each round. In these sessions, we asked users to complete tasks like filling out the loan application, uploading documents, and moving through each stage of the application process.
Iteration 1
Key findings and improvements
Document upload issues
In the first testing round, we found that users were having trouble with document uploads—mainly because instructions on file formats and sizes weren’t clear.
Action
We added in-line guidance with specific prompts and examples, clarifying which documents were needed and in what format. After this change, document upload completion rates jumped by 30% in the next testing rounds.
Iteration 2
Key findings and improvements
KYC ncheduling needs
A lot of users were frustrated with the KYC verification process. They wanted the flexibility to schedule a verification call at a time that worked for them, rather than being assigned a random time by the company.
Action
For the KYC process, we added a "Schedule a Call" feature that lets users pick a date and time that suits them best for their verification call. This change gave users more control over the process.
Final results
We managed to cut the average completion time down by 40%, thanks to faster document uploads and approval
The score jumped from an average of 3.5/5 to 4.8/5. Users described the app as "intuitive, quick, and stress-free," which was exactly the kind of feedback we were aiming for.
FINAL SCREENS
Presenting the final look
PDP to offer screen
Our users have multiple channels to access the offer screen. For this example, I’ve used the product description page as the path to the offer screen.
Cross-sell to PAN details
This screen allows users to opt for optional insurance benefits or proceed directly to the PAN details page. Once this step is completed, users are directed to the PAN details page, where they can quickly input their information to proceed with the loan application process.
KYC details to update details
Once users provide their PAN details, their information like their address is automatically fetched. If they need to update their address, they have plenty of options to do so.
They can use KYC verification through Aadhaar, DigiLocker, video KYC, or even upload documents manually.
Bank details
If a user’s bank details are already on file, they’ll be shown for confirmation. For those who haven’t added their details yet, they’ll be guided to a dedicated page to enter the information. Users can also update their existing bank details anytime.
To build trust, reassuring messages about data security and reliability are displayed throughout the process.
Loan summary and submission
Users get a clear, detailed loan summary where they can review all the information and even reach out to a representative if they have questions. Once they’re ready to move forward, the loan request is submitted, and the disbursal process is wrapped up within 24 hours.
Supporting screens
The app features support screens, including offer recomputing, guidelines, and document upload, providing users with quick assistance for queries or issues, ensuring a reliable loan application process.
Looking back
Looking back
This project provided several valuable insights and lessons, both at the individual and team levels.
User freedom
We initially underestimated how much users wanted control over scheduling their KYC calls. Adding this option later underscored the importance of designing for user autonomy in sensitive processes.
Regular testing reduces surprises
Conducting user tests every two weeks helped us catch and fix issues early, reinforcing the value of continuous feedback loops for building a product that meets user needs.
Trust-building through transparency
Adding “Why Are We Asking This?” tooltips turned out to be a small but powerful feature. It gave users more transparency around data security and why certain information was needed, which helped ease their concerns.
Personal loan
BAJAJ FINSERV
JAN 2023
Overview
We developed this project for Bajaj Finance, one of India’s largest financial services companies, to take their digital loan processing capabilities to the next level.
We transformed the Bajaj Finserv app from just a simple lead generation tool into a full-fledged digital loan platform where users can manage the entire loan application process online.
The goal was to make things as smooth as possible for users—letting them apply, upload documents, and get approvals, all within the app itself.
My Role
Product Designer — Visual Design, Rapid Prototyping, Design Systems, Interaction Design, Research
Timeline
3 months, Updated as of November 2022. Live App
Team
Yashodhan Deshmukh, UX Lead
Spandita Jakhar, UX Designer
Oishee Mukherjee, UX Writer
HIGHLIGHTS
A user-focused digital loan journey for Bajaj Finance, designed to simplify the process and boost efficiency.
HIGHLIGHTS
INTRODUCTION
A process that'll change the business
Transforming a previously offline loan process into a full online experience
When I joined the company in October 2021, I was assigned to a project called "Rural Personal Loans". I was primarily designing for the personal loan sector, targeting the rural audience in India. Since personal loans are the company's largest business segment, it was a privilege to work on this project.
The most surprising part of this was that the revenue generated from this business primarily came from sales calls driven by lead generation. Out ultimate goal was to upgrade the app from a basic lead generation tool into a comprehensive digital platform, enabling users to apply and manage the entire loan process.
PROBLEM
This wasn't just a design software change.
Unveiling layers of challenges
As more and more competitors started offering fully online loan experiences, our app, which was mainly focused on generating leads, started to feel outdated. Users were frustrated by the back-and-forth between the app and phone calls just to complete their loan applications.
Many customers simply wanted the ease of handling everything online, without having to make phone calls. With the company working on a super app that includes a wide range of financial services, it became crucial to add a fully digital loan application process.
Users felt uncertain about loan approval likelihood after filling out applications, leading to a lack of confidence in the process.
The need to switch between the app and phone calls created an inconsistent and inconvenient user experience.
Prospective borrowers often abandoned the application process altogether, leading to unfulfilled leads and missed revenue.
Competing platforms offered instant loan eligibility checks, while Bajaj Finance users had to wait for manual verification, causing frustration.
GOAL
To create an online loan experience for users
Connecting lead generation to disbursal without interruptions
Our main goal was to transform the app from a simple lead generation tool into a full-fledged digital loan platform. We wanted to guide the customers through every step of the loan process—from checking eligibility and uploading documents to getting final approval—all without leaving the app.
The idea was to reduce drop-offs and boost user satisfaction by making the entire journey as intuitive and efficient as possible. Here are the three key goals identified:
Better transparency and trust
Provide loan progress updates and clear visual cues so users always know where they stand in the loan process, helping them feel confident and informed.
Reduce customer drop-off rates
Design a fully digital process to minimize complexity, reduce drop-offs, and increase completed loan applications.
Document collection with auto-Detection and pre-fill options
Add an intelligent document upload system that can auto-detect and validate documents, along with pre-filled fields where possible.
RESEARCH PROCESS
Uncovering insights to drive a better loan process
How did we begin?
To deeply understand user needs and core pain points, we used a mix of research methods, each revealing unique insights into user behavior, preferences, and challenges.
Our primary research methodologies included user interviews, survey analysis, competitive Analysis, and customer feedback analysis.
User interviews
We conducted in-depth user interviews to understand the first-hand experiences, frustrations, and expectations of users who had engaged with the current app but had not completed the loan application process.
Sample size
15 participants, segmented by loan stage abandonment (e.g., initial application, loan approval).
Interview structure
Semi-structured interviews lasting approximately 45 minutes, allowing for both guided questions and open-ended responses to gather qualitative insights.
Focus areas
Users' reasons for abandoning applications, their expectations for a loan app, and any specific pain points encountered in the lead generation-only model.
Key findings
Survey analysis
To gather quantitative data on common challenges and user preferences, we analyzed responses from a large-scale survey targeting users, including both active users and those who had abandoned the process.
Sample size
1000+ survey responses collected from users at various stages of the loan process through emails, messages etc.
Survey structure
The survey included a combination of Likert scale questions (to measure satisfaction and difficulty levels) and open-ended questions (to capture specific feedback).
Focus areas
Users' reasons for abandoning applications, their expectations for a loan app, and any specific pain points encountered in the lead generation-only model.
Key findings
Competitive analysis
To understand industry standards and identify features commonly expected by users, we conducted a competitive analysis focusing on three leading loan applications known for their user-friendly, end-to-end processing capabilities.
Approach
• Three to five top-performing loan applications were reviewed for their functionality, user flow, design elements, and unique features.
• Focused on ease of navigation, loan amount, interest rates, ratings, and additional support provided within each app.
• We created a comparison matrix to evaluate features such as onboarding process, application steps, real-time status updates, and mobile interface usability.
Key findings
Customer feedback analysis
To capture direct user feedback on specific usability challenges and pain points, we analyzed app store reviews and customer support tickets associated with our app.
Approach
• Customer support tickets and app store reviews were analyzed for recurring themes and specific user complaints.
• We categorized the feedback into common themes such as navigation difficulties, issues with loan approval, and requests for improved transparency.
• A thematic analysis was conducted, tagging feedback with relevant categories to identify frequently mentioned issues.
Summary of research insights
Our comprehensive research approach, spanning qualitative interviews, quantitative survey analysis, competitive benchmarking, and customer feedback, revealed a consistent need for:
70% of users expressed frustration with being directed to other medium to complete their loan process.
Users felt uncertain about the next steps and lacked visibility into their application's progress, contributing to high abandonment rates.
Users didn't really want to get on a phone call to complete the rest of the loan process.
58% of respondents indicated that the existing lead-generation-only process felt cumbersome.
75% of users accessed the app on mobile devices, emphasizing the need for a mobile-optimized experience.
60% of users highlighted loan request submission as a major pain point, requesting clear instructions and a more straightforward process.
All competitor apps allowed users to complete the loan process within a single app, setting a clear expectation for our app users.
Competitors offered in-app help, such as live chat or tooltips, to assist users at every stage of the application, reducing confusion and drop-offs.
Competitor apps displayed trust indicators (e.g., security badges, data encryption icons), reinforcing user confidence in the platform.
All competitor apps allowed users to complete the loan process within a single app, setting a clear expectation for our app users.
40% of app store reviews mentioned challenges with follow-up after the loan approval process.
The majority of users complain that the loan lending process is too cumbersome.
Users want to initiate, track, and complete their loan application entirely within the app.
Users desire real-time tracking and visible security signals to feel confident about the online loan process.
With a majority of users accessing the app via mobile devices, a complete process , accessible design was essential.
A need for a streamlined, mobile-friendly document upload functionality is critical to user satisfaction.
IDEATION
What we build up from the research data
An overview
Our ideation process was a blend of collaborative techniques and data-driven decision-making, all aimed at crafting solutions that truly address user needs.
Ideation techniques used
Design sprint
A 2 week design sprint involving UX/UI designers, developers, and stakeholders to brainstorm potential solutions.
Crazy eight exercise
Each team member sketched eight ideas in eight minutes, encouraging rapid, out-of-the-box thinking on offer design, security and more.
Dot voting
We used to prioritize concepts, enabling us to focus on high-impact features, such as secure uploads, progress tracking, and profile verification.
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When I first joined the EdPlus team as a UX designer focused on design systems, we were working with components that had been imported from Adobe XD. But when these elements were brought into Figma, the transition didn’t always go smoothly.
I streamlined our workflow and improved the alignment between design and development.
Lorem ipsum dolor sit amet,
When I first joined the EdPlus team as a UX designer focused on design systems, we were working with components that had been imported from Adobe XD. But when these elements were brought into Figma, the transition didn’t always go smoothly.
I streamlined our workflow and improved the alignment between design and development.
Added tooltips like “Why are we asking for this?” to explain information requests, addressing user concerns and building trust.
Added diverse verification options like DigiLocker integration, video KYC, and document uploads to simplify identity checks and enhance security.
Updated the document upload process to allow users to complete it with a single click, reducing errors and speeding up applications.
Created a visual progress tracker that shows each stage of the loan journey, from submission to approval.
USER FLOW
Crafting a smooth pathway for users
Lorem ipsum dolor sit amet,
When I first joined the EdPlus team as a UX designer focused on design systems, we were working with components that had been imported from Adobe XD. But when these elements were brought into Figma, the transition didn’t always go smoothly.
I streamlined our workflow and improved the alignment between design and development.
Lorem ipsum dolor sit amet,
When I first joined the EdPlus team as a UX designer focused on design systems, we were working with components that had been imported from Adobe XD. But when these elements were brought into Figma, the transition didn’t always go smoothly.
I streamlined our workflow and improved the alignment between design and development.
Old flow
In the initial flow, users could only submit a lead form and wait for follow-up communication, often outside the app, leading to high abandonment rates and creating frustration.
This process limited the app's potential and failed to meet user expectations for a complete online experience.
Updated flow
We added the missing bits and pieces of information by:
Step 1
Loan application – Users go through the personal loan application and specify their loan amount, providing a start to the application process.
Step 2
Benefits section – Users securely choose any optional benefits such as health or life insurance.
Step 3
Personal details and document upload – PAN card and date of birth are requested or pre-filled, with secure document upload options like DigiLocker, video call KYC, or manual uploads for flexible verification.
Step 4
Bank details , approval and loan disbursement – Users enter bank details, receive approval notifications, and a final loan summary before disbursement, creating a sense of completion and satisfaction.
Key findings:
Redesigned the flow to continue through loan disbursement, delivering an end-to-end experience entirely within the app.
Added clear steps for transparency and clarity, enhancing user trust and satisfaction; more steps made the process feel complete.
Product, engineering, and development teams worked together to design, test, and refine the flow, ensuring speed, security, and usability at each stage.
WIREFRAMES
Blueprints of the digital loan journey
Laying out key interactions and user pathways
We structured the loan application flow across three fidelity stages, allowing us to gather early feedback, prioritize accessibility, and align design with user expectations.
Additionally, we created high-fidelity wireframes, bringing in real data to simulate actual user scenarios. We polished the layouts, integrated branding, and made adjustments based on feedback from stakeholders.
Tip: Use the slider in the image.
Key decisions:
We moved extra details (like pricing and loan terms) into collapsible sections to cut down on visual clutter on the main screens.
We added a information in the header to keep essential info—like progress—visible at all times, making sure users always knew where they stood.
The document upload screen appears right after the loan amount and EMI details, so users can review those before confirming.
Iteration 1
Key findings and improvements
Document upload issues
In the first testing round, we found that users were having trouble with document uploads—mainly because instructions on file formats and sizes weren’t clear.
Action
We added in-line guidance with specific prompts and examples, clarifying which documents were needed and in what format. After this change, document upload completion rates jumped by 30% in the next testing rounds.
USER TESTING
Trying out different versions
Key elements
Through a mix of hands-on usability tests and large-scale A/B testing, we gathered tons of valuable feedback and made changes along the way to improve the overall experience.
Testing methods:
Moderated testing
We ran 12 rounds of moderated usability tests with 8 participants in each round. In these sessions, we asked users to complete tasks like filling out the loan application, uploading documents, and moving through each stage of the application process.
A/B Testing
We ran 12 rounds of moderated usability tests with 8 participants in each round. In these sessions, we asked users to complete tasks like filling out the loan application, uploading documents, and moving through each stage of the application process.
Iteration 2
Key findings and improvements
KYC scheduling needs
A lot of users were frustrated with the KYC verification process. They wanted the flexibility to schedule a verification call at a time that worked for them, rather than being assigned a random time by the company.
Action
For the KYC process, we added a "Schedule a Call" feature that lets users pick a date and time that suits them best for their verification call. This change gave users more control over the process
Final results
We managed to cut the average completion time down by 40%, thanks to faster document uploads and approval
The score jumped from an average of 3.5/5 to 4.8/5. Users described the app as "intuitive, quick, and stress-free," which was exactly the kind of feedback we were aiming for.
Elevating aesthetic through thoughtful design
With the color palette, fonts, and design elements already set, I simply followed those styles in the mobile app design.
Color palette
We went with a deep navy blue (#002953) as the main color. It’s meant to convey trust, stability, and professionalism—qualities that match the app's brand image. For accents, we used a warm orange gradient (#FF6901 to #FE8B0B). This color brings a little energy and warmth into the design.
Typography
The font we chose is Rubik. It’s modern and easy to read, which works well across different devices. Rubik has rounded edges and balanced proportions, which helps keep the look professional but also friendly.
Design components
Developers were used to building live sites by coding directly, using their own CSS and CMS libraries. To fix this, we made the design system the “single source of truth” for all design elements, bringing every team onto the same page.
Icons
We designed custom duo-tone icons that align with the app's visual style. These icons help create a clear visual hierarchy, making it easier for users to navigate.
VISUAL DESIGN
Simple and consistent styles
Measuring success
Based on publically available data. The new design made a big difference, both for users and for business outcomes. We set out to boost completion rates, reduce drop-offs, and improve user satisfaction—and the results show we hit those goals.
IMPACT
Impact
FINAL SCREENS
Presenting the final look
PDP to offer screen
Our users have multiple channels to access the offer screen. For this example, I’ve used the product description page as the path to the offer screen.
Cross-sell to PAN details
This screen allows users to opt for optional insurance benefits or proceed directly to the PAN details page. Once this step is completed, users are directed to the PAN details page, where they can quickly input their information to proceed with the loan application process.
KYC details to update details
Once users provide their PAN details, their information like their address is automatically fetched. If they need to update their address, they have plenty of options to do so.
They can use KYC verification through Aadhaar, DigiLocker, video KYC, or even upload documents manually.
Bank details
If a user’s bank details are already on file, they’ll be shown for confirmation. For those who haven’t added their details yet, they’ll be guided to a dedicated page to enter the information. Users can also update their existing bank details anytime.
To build trust, reassuring messages about data security and reliability are displayed throughout the process.
Loan summary and submission
Users get a clear, detailed loan summary where they can review all the information and even reach out to a representative if they have questions. Once they’re ready to move forward, the loan request is submitted, and the disbursal process is wrapped up within 24 hours.
Supporting screens
The app features support screens, including offer recomputing, guidelines, and document upload, providing users with quick assistance for queries or issues, ensuring a reliable loan application process.
Looking back
Looking back
This project provided several valuable insights and lessons, both at the individual and team levels.
User freedom
We initially underestimated how much users wanted control over scheduling their KYC calls. Adding this option later underscored the importance of designing for user autonomy in sensitive processes.
Regular testing reduces surprises
Conducting user tests every two weeks helped us catch and fix issues early, reinforcing the value of continuous feedback loops for building a product that meets user needs.
Trust-building through transparency
Adding “Why Are We Asking This?” tooltips turned out to be a small but powerful feature. It gave users more transparency around data security and why certain information was needed, which helped ease their concerns.
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