Bajaj Finserv Market
Bajaj Finserv, through its platform Bajaj Markets, operates as a one-stop digital marketplace offering a wide range of financial products, including loans, cards, insurance, investments, and payment solutions.
Link
Link
Role:
Role:
UX Design
UI/UX Intern
Research Method:
Research Method:
Competitive Analysis, SWOT Analysis, Heuristic Evaluation, Empathy Mapping, User Journey Mapping
Duration:
Duration:
2 Months
Overview
Bajaj Finserv, through Bajaj Markets, is a digital marketplace offering financial products like loans, cards, insurance, investments, and payment solutions. Their vision is to become one of India’s largest BFSI marketplaces and establish a global digital technology services business.
Partnering with 37 financial institutions, their mission is to provide a comprehensive range of financial products, including loans, cards, and insurance, tailored to diverse customer needs.
Objective
01
Conduct research to identify user pain points and areas of improvement
02
Suggest practical design changes to address identified issues
03
Enhance the website's user experience to improve engagement and usability
Outcome
01
New vKYC screen aligned with updated guidelines and new policies.
02
20% of loan application journey translated to Hindi+English
03
Revamped journey based on extensive user research and new guidelines
Challenges
Discontinued existing DigiLocker step in the loan application journey due to policy updates, requiring a new approach for user verification
High user drop-off rate observed around the 20% mark of the journey, affecting completion rates and user engagement
Notable user confusion when selecting specific options for profession type and employer category, often leading to incorrect selections
Frequent misclicks recorded, including clicks outside input fields, on radio buttons, and on the progress bar, interrupting the application
(Note: Only challenges within the first 20% of the journey are shown here; further details are confidential.)
How might we redesign Bajaj Finserv's loan journey to help users complete the application seamlessly, thereby improving conversion?
Approach
To understand the reasons behind user drop-off, I conducted comprehensive research using Mouseflow, analyzing page traffic, user recordings, heatmaps, and conducted a competitive analysis to gain insights into user behavior and identify key pain points.
Random clicks outside fields suggest possible user confusion or attempts to speed up navigation, pointing to a need for clearer cues.
Users drop off unexpectedly, likely due to unclear steps or unmet expectations, indicating potential misalignment with user needs.
Competitors use strategic UI cues and information flow, offering insights for reducing friction and enhancing user experience.
Here's a glimpse into my design process
This research approach allowed us to identify key user pain points and understand the underlying causes, guiding us in creating targeted solutions to improve the Bajaj Finserv loan journey. Using insights gained from competitor analysis, I then worked with my team to implement a redesign that enhanced user experience and aimed to boost completion rates across the application process.
Solution
Hindi + English Translation
Objective
Translate only 20% of the loan application journey into Hindi, focusing on the most critical sections to minimize drop-offs, as users will be presented with loan offers after this translated portion.
Rationale
Many users lack fluency in English, creating potential barriers during the loan application process. By translating these key sections, we aim to create a more inclusive and accessible experience.
Target Audience
The target audience aligns with India 2 as identified by Kishore Biyani, representing a segment where regional language support can significantly enhance engagement and usability.
Scope of Translation
Translated Professions
SOL (Salaried) and BOL (Business) journeys are prioritized for translation up to the 20% mark, as these users may have lower English proficiency.
Excluded Profession
PROL (Professional) users, including doctors and CAs, are assumed to understand basic English, so translation is not prioritized for this group.
Translation Process
Researched how other websites implement translations to maintain usability and clarity.
Identified the need for accessible translation rather than direct, literal conversion.
Retained commonly used English terms familiar to our target audience, prioritizing natural flow over strict Hindi equivalents for a more intuitive experience.
Revamped Journey
Objective
Revamp the loan application journey to align with new design guidelines, focusing on critical user pain points and interaction patterns to create a more intuitive and efficient experience. This redesigned journey aims to address identified issues and streamline the process for improved user satisfaction.
Landing Page
Key Changes and Updated Elements
Revised field interactions to address user confusion, as many users were clicking outside fields, indicating difficulty in understanding how to interact with them.
Profession selection now uses icons alongside brief descriptions, making it easier for users to identify and choose their profession. The icons reduce the number of required clicks, streamlining the selection process
New illustration on the landing page to convey the simplicity of taking a loan online, making the process appear more accessible and user-friendly.
Included trust markers to reassure users of the platform’s safety, enhancing confidence in the secure banking process.
Added a "Go to Top" button at the bottom of the overview section to help users quickly return to the top, reducing the need for extensive scrolling in lengthy sections.
Redesigned the overview section to enhance its visual appeal and improve comprehension, making navigation more intuitive for users.
Your Details
Key Changes and Updated Elements
Removed the progress bar to eliminate confusion, as users were mistakenly treating it as an interactive element, leading to unnecessary clicks.
Simplified the employer category options to alleviate user confusion, ensuring that users can easily understand and select the appropriate choices.
Loader Page
The new loader in the journey revamp features a dynamic animation that keeps users engaged during the 5-15 seconds it takes to fetch loan offers. This engaging element enhances the user experience by providing brief finance and loan tips, offering valuable information while users wait.
Limitation & Learning
Limitation
A key limitation in the journey revamp project was balancing the integration of new design guidelines with existing elements within a constrained UI space. The challenge involved enhancing navigation, field alignment, and CTAs without overwhelming users or disrupting the flow. It was crucial to ensure that the improvements did not increase cognitive load or lead to disengagement.
Learning
01 Balancing Compliance and User-Centric Design
My experience in UI/UX design has taught me to create user-focused solutions within complex constraints, balancing regulatory requirements with intuitive design.
02 Leveraging User Behavior Analysis
By leveraging user behavior analysis tools like Mouseflow, I’ve gained insights into optimizing navigation and addressing specific pain points.
03 Emphasis on Clear Content
This journey has highlighted the importance of clear, accessible content and the impact of thoughtful design adjustments on user engagement.
04 Developing Effective Interfaces
Overall, I’ve developed a nuanced approach to crafting effective, user-friendly interfaces that enhance usability and streamline interactions across diverse user journeys.
Overview
Bajaj Finserv, through Bajaj Markets, is a digital marketplace offering financial products like loans, cards, insurance, investments, and payment solutions. Their vision is to become one of India’s largest BFSI marketplaces and establish a global digital technology services business.
Partnering with 37 financial institutions, their mission is to provide a comprehensive range of financial products, including loans, cards, and insurance, tailored to diverse customer needs.
Objective
01
02
03
Conduct research to identify user pain points and areas of improvement
Suggest practical design changes to address identified issues
Enhance the website's user experience to improve engagement and usability
Outcome
01
02
03
New vKYC screen aligned with updated guidelines and new policies.
20% of loan application journey translated to Hindi+English
Revamped journey based on extensive user research and new guidelines
Challenges
Discontinued existing DigiLocker step in the loan application journey due to policy updates, requiring a new approach for user verification
High user drop-off rate observed around the 20% mark of the journey, affecting completion rates and user engagement
Notable user confusion when selecting specific options for profession type and employer category, often leading to incorrect selections
Frequent misclicks recorded, including clicks outside input fields, on radio buttons, and on the progress bar, interrupting the application
(Note: Only challenges within the first 20% of the journey are shown here; further details are confidential.)
How might we redesign Bajaj Finserv's loan journey to help users complete the application seamlessly, thereby improving conversion?
Approach
Competitors use strategic UI cues and information flow, offering insights for reducing friction and enhancing user experience.
Random clicks outside fields suggest possible user confusion or attempts to speed up navigation, pointing to a need for clearer cues.
Users drop off unexpectedly, likely due to unclear steps or unmet expectations, indicating potential misalignment with user needs..
Here's a glimpse into my design process
This research approach allowed us to identify key user pain points and understand the underlying causes, guiding us in creating targeted solutions to improve the Bajaj Finserv loan journey. Using insights gained from competitor analysis, I then worked with my team to implement a redesign that enhanced user experience and aimed to boost completion rates across the application process.
Solution
Hindi + English Translations
Objective
Translate only 20% of the loan application journey into Hindi, focusing on the most critical sections to minimize drop-offs, as users will be presented with loan offers after this translated portion.
Rationale
Many users lack fluency in English, creating potential barriers during the loan application process. By translating these key sections, we aim to create a more inclusive and accessible experience.
Target Audience
The target audience aligns with India 2 as identified by Kishore Biyani, representing a segment where regional language support can significantly enhance engagement and usability.
Scope of Translation
Translated Professions
SOL (Salaried) and BOL (Business) journeys are prioritized for translation up to the 20% mark, as these users may have lower English proficiency.
Excluded Professions
PROL (Professional) users, including doctors and CAs, are assumed to understand basic English, so translation is not prioritized for this group..
Translation Process
Researched how other websites implement translations to maintain usability and clarity.
Identified the need for accessible translation rather than direct, literal conversion.
Retained commonly used English terms familiar to our target audience, prioritizing natural flow over strict Hindi equivalents for a more intuitive experience.
Revamped Journey
Objective
Revamp the loan application journey to align with new design guidelines, focusing on critical user pain points and interaction patterns to create a more intuitive and efficient experience. This redesigned journey aims to address identified issues and streamline the process for improved user satisfaction.
Landing Page
Key Changes and Updated Elements
Revised field interactions to address user confusion, as many users were clicking outside fields, indicating difficulty in understanding how to interact with them.
Profession selection now uses icons alongside brief descriptions, making it easier for users to identify and choose their profession. The icons reduce the number of required clicks, streamlining the selection process
New illustration on the landing page to convey the simplicity of taking a loan online, making the process appear more accessible and user-friendly.
Included trust markers to reassure users of the platform’s safety, enhancing confidence in the secure banking process.
Added a "Go to Top" button at the bottom of the overview section to help users quickly return to the top, reducing the need for extensive scrolling in lengthy sections.
Redesigned the overview section to enhance its visual appeal and improve comprehension, making navigation more intuitive for users.
Your Details
Key Changes and Updated Elements
Removed the progress bar to eliminate confusion, as users were mistakenly treating it as an interactive element, leading to unnecessary clicks.
Redesigned the overview section to enhance its visual appeal and improve comprehension, making navigation more intuitive for users.
Loader Page
The new loader in the journey revamp features a dynamic animation that keeps users engaged during the 5-15 seconds it takes to fetch loan offers. This engaging element enhances the user experience by providing brief finance and loan tips, offering valuable information while users wait.
Limitation and Learning
Limitation
A key limitation in the journey revamp project was balancing the integration of new design guidelines with existing elements within a constrained UI space. The challenge involved enhancing navigation, field alignment, and CTAs without overwhelming users or disrupting the flow. It was crucial to ensure that the improvements did not increase cognitive load or lead to disengagement.
Learning
01 Balancing Compliance and User-Centric Design
My experience in UI/UX design has taught me to create user-focused solutions within complex constraints, balancing regulatory requirements with intuitive design.
02 Leveraging User Behavior Analysis
By leveraging user behavior analysis tools like Mouseflow, I’ve gained insights into optimizing navigation and addressing specific pain points.
01 Balancing Compliance and User-Centric Design
This journey has highlighted the importance of clear, accessible content and the impact of thoughtful design adjustments on user engagement.
04 Develpoing Effective Interface
Overall, I’ve developed a nuanced approach to crafting effective, user-friendly interfaces that enhance usability and streamline interactions across diverse user journeys.
Overview
Bajaj Finserv, through Bajaj Markets, is a digital marketplace offering financial products like loans, cards, insurance, investments, and payment solutions. Their vision is to become one of India’s largest BFSI marketplaces and establish a global digital technology services business.
Partnering with 37 financial institutions, their mission is to provide a comprehensive range of financial products, including loans, cards, and insurance, tailored to diverse customer needs.
Objective
01
Conduct research to identify user pain points and areas of improvement
02
Suggest practical design changes to address identified issues
03
Enhance the website's user experience to improve engagement and usability
Outcome
01
New vKYC screen aligned with updated guidelines and new policies.
02
20% of loan application journey translated to Hindi+English
03
Revamped journey based on extensive user research and new guidelines
Challenges
Discontinued existing DigiLocker step in the loan application journey due to policy updates, requiring a new approach for user verification
High user drop-off rate observed around the 20% mark of the journey, affecting completion rates and user engagement
Notable user confusion when selecting specific options for profession type and employer category, often leading to incorrect selections
Frequent misclicks recorded, including clicks outside input fields, on radio buttons, and on the progress bar, interrupting the application
(Note: Only challenges within the first 20% of the journey are shown here; further details are confidential.)
How might we redesign Bajaj Finserv's loan journey to help users complete the application seamlessly, thereby improving conversion?
Approach
To understand the reasons behind user drop-off, I conducted comprehensive research using Mouseflow, analyzing page traffic, user recordings, heatmaps, and conducted a competitive analysis to gain insights into user behavior and identify key pain points.
Random clicks outside fields suggest possible user confusion or attempts to speed up navigation, pointing to a need for clearer cues.
Users drop off unexpectedly, likely due to unclear steps or unmet expectations, indicating potential misalignment with user needs..
Competitors use strategic UI cues and information flow, offering insights for reducing friction and enhancing user experience.
Here's a glimpse into my design process
This research approach allowed us to identify key user pain points and understand the underlying causes, guiding us in creating targeted solutions to improve the Bajaj Finserv loan journey. Using insights gained from competitor analysis, I then worked with my team to implement a redesign that enhanced user experience and aimed to boost completion rates across the application process.
Solution
Hindi + English Translations
Objective
Translate only 20% of the loan application journey into Hindi, focusing on the most critical sections to minimize drop-offs, as users will be presented with loan offers after this translated portion.
Rationale
Target Audience
Many users lack fluency in English, creating potential barriers during the loan application process. By translating these key sections, we aim to create a more inclusive and accessible experience.
The target audience aligns with India 2 as identified by Kishore Biyani, representing a segment where regional language support can significantly enhance engagement and usability.
Scope of Translation
Translated Professions
Excluded Professions
SOL (Salaried) and BOL (Business) journeys are prioritized for translation up to the 20% mark, as these users may have lower English proficiency.
PROL (Professional) users, including doctors and CAs, are assumed to understand basic English, so translation is not prioritized for this group..
Translation Process
Researched how other websites implement translations to maintain usability and clarity.
Identified the need for accessible translation rather than direct, literal conversion.
Retained commonly used English terms familiar to our target audience, prioritizing natural flow over strict Hindi equivalents for a more intuitive experience.
Revamped Journey
Objective
Revamp the loan application journey to align with new design guidelines, focusing on critical user pain points and interaction patterns to create a more intuitive and efficient experience. This redesigned journey aims to address identified issues and streamline the process for improved user satisfaction.
Landing Page
Key Changes and Updated Elements
Revised field interactions to address user confusion, as many users were clicking outside fields, indicating difficulty in understanding how to interact with them.
Profession selection now uses icons alongside brief descriptions, making it easier for users to identify and choose their profession. The icons reduce the number of required clicks, streamlining the selection process
New illustration on the landing page to convey the simplicity of taking a loan online, making the process appear more accessible and user-friendly.
Included trust markers to reassure users of the platform’s safety, enhancing confidence in the secure banking process.
Added a "Go to Top" button at the bottom of the overview section to help users quickly return to the top, reducing the need for extensive scrolling in lengthy sections.
Redesigned the overview section to enhance its visual appeal and improve comprehension, making navigation more intuitive for users.
Your Details
Key Changes and Updated Elements
Removed the progress bar to eliminate confusion, as users were mistakenly treating it as an interactive element, leading to unnecessary clicks.
Redesigned the overview section to enhance its visual appeal and improve comprehension, making navigation more intuitive for users.
Loader Page
The new loader in the journey revamp features a dynamic animation that keeps users engaged during the 5-15 seconds it takes to fetch loan offers. This engaging element enhances the user experience by providing brief finance and loan tips, offering valuable information while users wait.
Limitation and Learning
Limitation
A key limitation in the journey revamp project was balancing the integration of new design guidelines with existing elements within a constrained UI space. The challenge involved enhancing navigation, field alignment, and CTAs without overwhelming users or disrupting the flow. It was crucial to ensure that the improvements did not increase cognitive load or lead to disengagement.
Learning
01 Balancing Compliance and User-Centric Design
My experience in UI/UX design has taught me to create user-focused solutions within complex constraints, balancing regulatory requirements with intuitive design.
02 Leveraging User Behavior Analysis
By leveraging user behavior analysis tools like Mouseflow, I’ve gained insights into optimizing navigation and addressing specific pain points.
01 Balancing Compliance and User-Centric Design
This journey has highlighted the importance of clear, accessible content and the impact of thoughtful design adjustments on user engagement.
04 Develpoing Effective Interface
Overall, I’ve developed a nuanced approach to crafting effective, user-friendly interfaces that enhance usability and streamline interactions across diverse user journeys.