Cashe
Google Pay
Integrating Credit line feature of Cashe in Gpay App
Credit line, a digital borrowing limit to borrow money offers an in app functionality to withdraw instant cash from Gpay. During my internship, I collaborated to make this functionality more user friendly and approachable.
Role : Intern (UX Designer + Researcher)
Duration : 2 Months
Fintech
UX Research
Usability Test
Live Project
Design Process - DOUBLE DIAMOND
DELIVER
DISCOVER
DEFINE
DEVELOP
Problem
DESIGN BRIEF
Solution
Research
Understanding The App
Research Goal
Secondary Research
Competitor Analysis
Primary Research
Insights
Analysis
Persona
Scenario
Customer Journey Map
Ideation
Needs and Requirements
Information Architecture
User Flow
Wireframes
Prototyping
Visual Design
UI Screens
Final Prototype
Usability Testing
Usability Insights
Further Scope
DISCOVER
The first step is discovery, where I looked into the topics and areas, understood the jargons of finance and started setting up the context for my project.
CONTEXT
Wallet
Google Pay is a digital wallet platform and online payment system to power in-app, online, and
in-person contactless purchases.
Loan Provider
Cashe provides fast and flexible unsecured personal loans through mobile apps to salaried
professionals across India.
Gpay and Cashe collaborates together to give an end to end loan service to the users. This collaboration helps Gpay wallet to act as a loan platform and the Cashe app to get new users.
UNDERSTANDING THE APP
I began the process of discovering the domain as well as the app by performing some actions. I applied for a loan through the Cashe app to understand the existing app flow, its limitations, and pain points.
WHAT IS CREDIT LINE?
Credit Line is a borrowing limit that can be used anytime for any amount within approved limit. User can avail multiple loans without waiting for loan approval, be it a personal loan or a shopping loans
Withdraw only as much as you need
One approval multiple loans
Flexibility to repay in easy EMI's
Shop at 0% EMI from merchants
Easy paperless process with instant cash
DIFFERENCE BETWEEN PERSONAL LOAN Vs CREDIT LINE Vs CREDIT CARD
Personal loan
Credit line
-
Higher interest rate
-
Reapply for new loan
-
Collateral needed
-
Lower interest rate
-
Multiple loans
-
No Charges
Credit Card
-
Higher interest rate
-
Good CIBIL score
-
Annual fees
Personal loan
Credit line
Credit Card
Some Insights I gathered by looking at the existing app are :
RESEARCH GOAL
Hypothesis : There is a gap in between product understanding and user expectation.
Target User : Salaried Professionals
SECONDARY RESEARCH
D91 Labs conducted Personal Finance Survey 2020 to understand the financial choices made by people in India.
The report consists 452 responses based on questionnaire about lending, investment, banking, and expenses which helped me
understand the digital lending behaviour.
COMPETITOR ANALYSIS
To find the gaps in existing solutions, I conducted an in-depth competitor analysis of most of our direct and indirect competition.
On doing the competitor analysis, I was able to figure out the strengths and weaknesses of Cashe w.r.t. the other apps. I have noted down all of the key insights by doing a SWOT analysis.
PRIMARY RESEARCH
Evaluative Research : Interviewing people for assessment of the product and improving the existing solution.
Methodology : Telephonic interviews with participants who have applied or have approved Credit line.
User Interviews
10
DR state & Credit
15 - 20 mins
Telephonic
Interviewees Approval Duration Methodology
Interview Information
Questions were asked around
Problems faced
during loan process
Credit line feature understanding and working
Clarity with loan process
Over all experience on Cashe app
User expectation
Loan Behaviour
Buy Now Pay Later voucher working
Some User Quotes
"Isn't credit line same as credit card? What is the difference?"
- Raman, 31 (IT Worker)
"I can't receive customer service calls because of office meetings. Also, Chat support is not helpful."
- Anjana, 29 (Project Manager)
"I applied credit limit of 1 Lakh but I got only 30k limit after uploading all the documents"
-Varun, 23(BPO)
AFFINITY MAPPING
After conducting interviews, I did Affinity Mapping to make sense of qualitative data by forming categories based on product features.
RESEARCH INSIGHTS
The next step was gathering insights based on the discovery. I categorised the insights based on three sections : Credit Line, Loan Process and Building Trust.
DEFINE
The next step of the design process was Defining. Here I analysed the research insights and started defining them into personas and scenarios.
PERSONAS
I made some user personas next. The idea is to be able to empathise with our User base.
SCENARIOS
Post making the personas and understanding the pain points and aspirations, I made some scenarios in order to be able to visualize the problem areas better.
Scenario 2
Rashmi wanted to buy a tv on sale but didn't have enough money in her account.
Rashmi was scrolling through Amazon Big Billion Sale and saw a TV at high discount.
She show her husband the sale and even he was intrigued about it.
She checked her account balance to find that the amount was not sufficient.
She asked her husband to help but he refused because of other responsibilities.
She then applies for Amazon Voucher on Cashe app and got the money instantly.
They got the TV for a heavy discount and were happily watching it.
Scenario 1
The rent for Ram Kumar's flat was due this week and he was unable to find a source of money.
Ram was working on a construction site at fixed lower wage for job security.
He had a fight with wife regarding shortage of money to pay rent.
He then asks his manager for advance pay but the manager refused.
His friends and fellow workers also refused to lend money.
He hears about Cashe app from one of his friends, he then applies for a loan.
He got instant cash and was able to pay rent. The app also had an easy EMI plan.
CUSTOMER JOURNEY MAP
The next step was to make the customer journey map of a User in detail. It gave me the exact areas of problem.
DESIGN BRIEF
To Redesign the User Experience of Cashe integration on Google Pay therefore making the process faster.
To simplify loan process for Creditline, a key feature which is a combination of Buy Now Pay Later & Personal Loans.
DEVELOP
The next step of the design process was Developing where I listed down the needs and requirements of the product and woth help of that gave a structure to the product.
NEEDS AND REQUIREMENTS
I listed down the needs and requirements. It helped me to work towards the solution with a clear mindset.
INFORMATION ARCHITECTURE
I then redesigned new UX flow by adding credit line feature and missing screens. This is the information architecture :
USER FLOW
I then created user flow to detail out each step user takes for applying loan with credit line.
WIRFRAMES
Using the User flow I started making the wireframes of the product. I explored with placements and layout in the process.
DELIVER
The final step of the design process was deliver. Here the wireframes were used, and visual elements were used to make the product.
VISUAL DESIGN
Using the User flow I started making the wireframes of the product. I explored with placements and layout in the process.
LOGO REDESIGN
TYPOGRAPHY
Gilroy is a modern sans serif font which iimproves readibility on screens while maintaining a formal tone
COLOURS
These are some of the colours that I have used in app
ICONOGRAPHY
Inactive State
Active State
UX WRITING
Guiding users through an app by using the correct message can make a big difference.
Clear and Short
Trust
Security
Formal Tone
UI DESIGN
After deciding on the visual design I proceed to work on the UI screens. These are some of them with interactions :
Check Loan Eligibility
Check your eligibility for the loan amount
before form filling process
Before
After
Apply for a Credit Line
Clear explanation about Credit Line features, slider for credit limit selection & added new FAQ section.
Before
After
Buy Now Pay Later
Voucher cards with their brand colors and
separate EMI card of loan breakup.
Before
After
Personal Loan
Action card for easy loan repayment plans, added details about Broken Interest.
Before
After
USABILITY TESTING
After making the prototype I moved on to do the Usability testing of the flow so that the pain points in the redesign were visible.
USABILITY SCRIPT
I listed down all the questions with task in usability script. These are the Tasks for the user to perform in the Usability testing.
PROTOTYPING AND STRUCTURING ON MAZE
I then uploaded prototype on Maze platform and created task followed by on screen questions.
CONDUCTING ONLINE SESSIONS (MAZE + G MEET)
Guiding users through an app by using the correct message can make a big difference.
TASKS AND TESTING RESPONSES
Task 1
Objective : Check eligibility of your loan amount
Description : Imagine you are a salaried professional earning Rs 30,000 per month. Your salary is credited directly into your bank account. Check your eligible loan amount on Cashe.
Responses :
Do you find checking eligible amount feature is helpful ? Why or why not?
"Yes, It is helpful for deciding if i want to commit to Cashe or not."
Other Feedbacks :
“I was not able to see the tenure of a eligible loan amount”
Task 2
Objective : Apply for a credit line
Description : Explore Credit line features and apply for a credit limit of Rs 40,000.
Responses :
What comes to your mind from the word "Credit line "?
"CIBIL score"
"A line of credit that I will get monthly over time."
"Someone giving me credit"
5 Second Test of Homescreen - Recall information
"credit line, get instant loan"
"To apply for credits for products"
"credit line, cash icons"
Task 3
Objective : Apply for a Personal Loan
Description : Apply for a loan of Rs 28,000 with repay plan of 3 months.
Responses :
Loan Break down screen -
"I dont understand difference between interest upfront and interest part of emi"
"EMI card is easy to scan"
"I am not aware of broken interest”
Task 4
Objective : Apply for a Shopping Loan
Description : Imagine you are planning to buy a new phone under Rs 20,000. Lets say you decided to take a shopping loan of Rs 20,000 from Flipkart.
Responses :
If I say “Buy now pay later”, What do you think you might use this feature for?
"To buy a product now and i will not have to pay immediately for it."
“Buying a product anytime without interest”
"credit for sometime"
Feedback on Approval Pending screen :
"Percentage of process completion included now is better than before Cashe version"
USABILITY TESTING INSIGHTS
After conducting the Usability Testing and analysing the data I collected from them I mapped out insights into following categories
KEY LEARNINGS
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Designing with constraints, considering the technical feasibility of your solutions.
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Being aware of your personal biasness in the Research process.
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Importance of Cross-team collaboration & feedback sessions.
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Even small UI changes can create a great impact.
