Rupeek
UI/UX design
Problem statement
Redesign the scheme detail page for Rupeek mobile web journey to reduce drop-offs and increase scheme selection.
Context
Rupeek is a fintech company based in India that provides gold loans to its customers. It is a tech-oriented company redefining the gold loan obtaining process in the country. Presently, Rupeek has two major platforms. One is the website where users can be onboarded and apply for a loan, and the second is the mobile app that helps track their loan plus avail additional services, discounts, and rewards.
The mentioned brief concentrates on the web journey where users have to put their loan requirements and book a slot for a visit where the gold is analyzed to approve the loan.
Problem Background
Significant drop-offs are happening from the scheme detail page. After adding their loan amount, choosing a scheme card, and entering the scheme detail page, 22% of customers are booking appointments for further process. The success rate post appointment is pretty high, making this critical improvement in the digital journey.
Hypothesis
Difficulty in understanding the terms and details of the scheme.
Information on the page is lengthy increasing cognitive load.
Page not devising a balance and contrast of relevant information to entice customers.
Business Goal
Improve Scheme selection step from 22% to 30%
Result achieved
Increase in Booking slots from scheme detail view page from 22% to 34%
Implementation of user-centric and jargon-free design.
Added videos in short story format to explain complex terms and services that increased customer engagement and delight.
Thoughtful UX writing results in carefully segregated and easy to comprehend information.
Case study details
Let’s take a deep dive into the case study.
Process
The product design process might not be linear all the time. There is usually a lot of back and forth between various stages. The double diamond model fits perfectly for this project as it gives scope to converge and diverge at different levels of design.
Discover
Write subtext
Current macro-level user Flow
Current designs
Drop off highlights
65% of customers fill in their loan amount details after entering the mobile web journey.
22% enter scheme details page ( 22% of 65% customers)
The success rate of booking a slot for gold analysis is low.
User Interviews
To understand customers' frustrations, We conducted user interviews explicitly targeting those who dropped off from the digital journey.
Interview Procedure:
Picked 30 Users for Personal Telephonic Interviews
10 users who dropped off at Schemes Step and Scheduled via call back from Rupeek's agents
10 users who dropped off at Schemes Step and did not schedule
10 users who Selected a scheme Digitally
5-10 Mins of detailed exploratory discussion with the customers to understand the following:
What do they look for Gold Loan Schemes
Why did they drop-off
Observations
The user has trust issues regarding their gold storage.
Rate of Interest not Visible
Look for a branch nearby
Ambiguity about the loan process
Users want more clarity on the bank details
Banking terms are difficult to understand
Too much information on one page
Difficulty in trusting the brand
Cross-App Analysis
Focused on the apps that showcased many technical details in jargon-free terms and had minimal and easy-to-understand experience.
Meesho designed a video-heavy help section for its vernacular customers.
Go mechanic and Urban company showcased similarities by using short-format videos placed inside each service to explain their processes.
Car Dekho uses compare option and highlights key features of their products to provide a macro-level understanding to the users about the vehicles
Highlights from heatmap analysis
User not selecting the why Rupeek tab
The average scroll count on the page is 2
Clicks on the explanation video thumbnail are low
Lower click rate on next step option
Define
Insights
Too much jargon-heavy content makes it difficult to understand the process.
Essential information not highlighted reducing user interest and attention
Users cannot understand the process, which leads to trust issues.
Information about the branches is an important trust factor.
Unclear of the following steps lead to ambiguity.
Design Brief
Redesign the scheme detail view page that
Convey trust among the users
Prioritizes relevant information
Is easy to understand and jargon-free
Showcases their loan process seamlessly
Directions
Leverage short videos in story format to explain the process
Prioritize significant information about the loan interest and tenure
Highlight Banking partner details
Showcase documents required to apply
Design should reflect trust.
Final screens shared on request.