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Key Outcomes
38%
More Service
Engaement
31%
transaction
success rate
22%
Reduction in
drop-offs
Journey Ends
This experience pushed me to stay user-focused, adapt within constraints, and lead with clarity—driving both product impact and personal growth. Here are a few key highlights.
Wearing Two Hats: Strategic Leader & Maker
Balanced a hybrid role—30% focused on strategic leadership, driving vision and stakeholder alignment, and 70% on hands-on execution to maintain design depth and accelerate delivery within a lean team.
Aligning Teams with Clear Design Goals
Introduced structured planning, shared roadmaps, and streamlined workflows. This clarity enabled faster decisions, reduced blockers, and ensured smooth coordination across product, engineering, and content.
Designing for Engagement at Scale
Launched 10+ high-impact features including personalised dashboards, quick-access service shortcuts, interactive flows, and reward-based engagement models. These features significantly improved retention and daily active usage.
Data-Backed, Outcome-Driven Thinking
Anchored design choices in real user behavior, rapid testing, and product KPIs. This approach led to faster approvals, reduced rework, and design solutions that directly supported business outcomes.
Strategic Design Execution
Balanced high-level strategy with hands-on UI design—applying Jakob’s Law and refining layouts for better readability in medical reports and dashboards.
Innovation Within Constraints
Maximised impact within tight scope by reusing and extending existing design systems, ensuring speed and visual consistency in healthcare flows.
Focused, Adaptive Delivery
Aligned quickly through research sprints, set clear milestones, and iterated through design sprints to ensure continuous improvement based on real user needs.
Key Highlights
Learning
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.
Evolved from a Wallet to a Fintech Powerhouse
The Problem
Challenge: Prioritisation
Fear of Failure
Stakeholders were understandably cautious—any misstep 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—making it challenging to identify what truly mattered and what would drive the most value.
The Balancing Act
The real challenge was focus: prioritizing impact over volume. We filtered out the noise, streamlined features, and designed solutions that genuinely empowered medical professionals to work smarter, not harder.
After 2.5 years of product stability, it was time to scale — both in experience and offering. We identified several friction points that needed solving
The Problem
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 Legacy : At the time of Joining
Low service discoverability
Outdated design
Structural limitations
Drop-offs at key stages
On-ground Work
Me and The Team
As the Design Lead in a focused 3-member team,
I was responsible for driving the product’s transformation — from vision and user research to delivery and iteration. My role spanned across strategic planning, hands-on design, and stakeholder alignment.
Designing for More Than Looks
At Mobikwik, launching features like Gold Loans, UPI, Microfinance, and Bus Ticket Booking wasn’t just about 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—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.
Javed Khan
11 Years Experience
Design Leader
Sr. Designer
Rajat Budakoti
5 Years Experience
Designer
Neeraj Sagar
3 Years Experience
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
Discoverability was a major issue
Most users only interacted with 1–2 services regularly, unaware of others
Overwhelming Layout
CTAs without clear hierarchy led to decision fatigue
Trust barriers in financial flows
Users wanted transparency, reassurance, and the ability to back out easily
High intent ≠ high completion
Users often started actions like loans or recharges but abandoned midway due to unclear next steps
Personalisation demand
Frequent users wanted shortcuts and relevant suggestions
Informed a cleaner, priority-driven homepage layout
Led to introduction of contextual reminders and smart suggestions
Inspired creation of modular service blocks for faster scaling and clearer hierarchy
Helped us define “trust design patterns” (e.g., real-time support, progress indicators, exit safety)
Fed directly into our UX prioritisation model for roadmap planning
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.
Prototyping
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.
Start
Baseline
Advance Level
Viable Feasible Usable
Stability
Delight
All Stakeholders
Small Team
My Approach to Overcoming Obstacles
To strike a balance between constraints and creativity, I introduced a UX prioritization model and divided my role—spending 30% on strategic leadership as Head of Design, and 70% as a hands-on individual contributor to fast-track execution under tight timelines and limited resources.
Viability
Feasibility
Engage Stakeholders
Create Roadmap for design
Assess feasibility
Create user stories
Usability
User research
Design and prototype
UX Strategy and Content