What started as a simple digital wallet has evolved into a feature-rich financial powerhouse. With seamless UX, intuitive design, and expanded financial services, Mobikwik now offers bill payments, credit, investments, and more, empowering users with a smarter, all-in-one financial experience.
Key Outcome
42%
increase in service discoverability
25%
reduction in transaction
drop-off rate
60%
UPI adoption grew in
first 45 days
The Legacy : At the time of Joining
A 2.5 year old design which was hitting the scalability hard and restricting the product growth no sync between product, development and marketing. full of confusion and very limited usage by the customers. even the basic features like recharge mobile was under used
The Problem
After 2.5 years of product stability, it was time to scale in experience and offering. We identified several friction points that needed solving
Low service discoverability
Outdated design
Structural limitations
Drop-offs at key stages
Challenge: Prioritisation
Fear of Failure
Stakeholders were understandably cautious for any mis-step in implementation could risk business continuity, damage trust, or disrupt critical healthcare operations.
High Expectations
Doctors require seamless workflows, instant access to patient history, real-time collaboration, and features like voice notes. All designed to save time and reduce cognitive load in high-pressure environments.
Endless Wishlist
Both users and stakeholders came with long lists of requests—often conflicting and making it challenging to identify what truly mattered and what would drive the most value.
The Balancing Act
The real challenge was focus: prioritising impact over volume. We filtered out the noise, streamlined features, and designed solutions that genuinely empowered medical professionals to work smarter, not harder.
Viability
Feasibility
Assess feasibility
Create user stories
Usability
User research
Design and prototype
UX Strategy and Content
The Onground Work
As the Design Lead in a focused 3-member team,
I was responsible for driving the product’s transformation right from vision and user research to delivery and iteration. My role spanned across strategic planning, hands-on design, and stakeholder alignment.
Javed Khan
Lead
Rajat Budakoti
Sr. Designer
Neeraj Sagar
Designer
Designing for More Than Looks
At Mobikwik, launching features like Gold Loans, UPI, Microfinance, and Bus Ticket Booking was not just about some service and the fanct UI, it was about making them valuable, viable, and scalable.
Understanding the Why
I worked with stakeholders to define why each feature mattered. Was it driving revenue? Increasing retention? Supporting underserved users? This alignment ensured design decisions were connected to real business goals.
Building What’s Possible
Close collaboration with engineering helped us assess feasibility early and avoiding dead ends and ensuring flows like UPI payments or Gold Loan eligibility could scale across millions of users.
Tied to Real Results
With product managers, I defined clear success metrics: completion rates, engagement levels, and repeat usage. Design wasn’t just beautiful. it was performing well.
Phase 1
Our goal was to imagine forward-thinking solutions that enrich user experiences and spark new avenues for growth—free from the boundaries of existing technology.
“Redesigning Mobikwik wasn’t just a visual upgrade. It required a deep understanding of how real users interacted with financial tools, and where they faced friction, confusion, or drop-offs.”
Heuristic Evaluation
We reviewed the existing app using Jakob Nielsen’s 10 usability principles to uncover obvious friction points in navigation, feedback, and flow.
In-App Analytics Review
Funnel drop-offs (especially in loan applications and bill payments)
Scroll-depth and heatmaps on key service pages
Bounce rates on onboarding and KYC steps
User Interviews
Spoke with users across Tier 1 and Tier 2 cities to capture a mix of digital literacy and expectations
Survey with Active Users
We have received very few responses but we were able to get validation and need for smart nudges or repeat reminders
Research Insights Validated our Hypotheses
How Research Shaped the Redesign
Phase 2
We aimed to generate innovative ideas that elevate customer experiences and unlock new business opportunities, free from technical constraints.
UI Kit (Foundation of Design System)
Built a scalable, reusable component system that reduced design time by 50% and improved team efficiency.
Ensured visual and functional consistency across platforms, enhancing user experience.
Streamlined collaboration between design and development with faster handoffs and prototyping.
UX Design
Mapped existing flows to identify friction points in key tasks like UPI, bill pay, and gold loans.
Conducted usability reviews and user interviews to spot confusion, drop-offs, and redundant steps.
Prioritised fixes using an impact-effort matrix to focus on high-value improvements.
Redesigned flows with fewer steps, better defaults, and clearer navigation.
Improved UI clarity through grouping, visual hierarchy, and actionable CTAs.
Tested iteratively, resulting in a 40% boost in task completion and reduced user frustration.
Visual Design
Created a modern, cohesive design system that unified the product’s visual language across platforms.
By establishing consistent components, typography, spacing, iconography, and interaction patterns, I reinforced the brand’s identity and improved usability. Special focus was placed on accessibility, readability, and responsiveness—ensuring the interface felt intuitive and trustworthy to both new and returning users.
This foundation helped product teams ship faster with visual consistency, and ultimately led to a 25% increase in user engagement, as measured by interaction depth and repeat sessions.
Prototype
Built high-fidelity prototypes using Marvelapp to validate design concepts early, gather quick stakeholder feedback, and align cross-functional teams—significantly reducing rework and costly iterations during development.
Testing
Conducted usability testing with real users to identify friction points and improve task flows. Based on insights, I refined key interactions and simplified navigation. These changes led to a 22% reduction in usability-related support requests and improved overall user satisfaction.
