cashe app

Project Type :

Mobile App, IOS, Branding

Project Overview :

I created a revised IA with a updated UX guidelines to reduce the onboarding & disbursal process of new customers.

Project Brief :

Design a remedy for an already existing platform by employing UX, Digital, and Interaction Design principles.

Team :

Kapil Reehal, Nishant Khandelwal, Rahul Singh

Initial Problem Discovery

What problem am I trying to solve?

“Getting loan” isn’t the problem— Process to get there is.

Amid the COVID-19 pandemic, a pressing financial need arose in India, as significant number of individuals faced job losses. CASHe emerged as a swift and convenient solution for financial requirements. Every day, approximately 15,000 to 20,000 new users were joining the app.

Yet only a small fraction of them were actively submitting applications.

Initial Research /Problem Validation

Why is this problem important?

Turns out, people are “not” getting what platform was actually made for.

85%

of the customers were interested in getting the loan.

27%

of the customers were actually applying for the loan.

Whose problem am I solving?

One notable obstacle facing India's growing economy is the scarcity of credit.

The largest demographic on the platform consists of users aged between 21 and 37 years old.Among them, over 95% are in Tier 1 and Tier 2 cities of India.

Understanding Target Audience

CASHe have an active user base of over 10 million each month.

Why does this matter?

The substantial user base of CASHe means that each unsuccessful conversion poses a challenge for both the user and the business.

Research & Explanation

I conducted an in-house user interview to explore CASHe's current initiatives in addressing the conversion issue.

UX methods I’ve used to enhance clarity and concentration on my solution and why?

I held multiple interviews with Data Science and Product team . The objective of these interviews were to gather insights from someone involved with data and also well-versed with current Fintech trends addressing similar challenges.

The aim was to explore how my design could potentially help with the existing implemented designs.

recognize pattern

CASHe utilises ML to identify which section of users are not availing loans.

Calling Customers

Customer support team calls customers individually to check their requirements.

Third-Party sourcing

CASHe engages in third-party sourcing to acquire new customers regularly.

UX RESEARCH METHOD : USER SURVEYS

I explored the current sentiments of CASHe's users regarding the platform.

To know the users better we conducted video sessions with the new as well as returning customers of the CASHe. We had 8 video conferencing sessions with the users to know more about how they use the platform.

75%

Long Onboarding Time

Users have to go through the long form of onboarding which takes at least 21 - 27 min at least.

80%

Long Onboarding Time

Users have to go through the long form of onboarding which takes at least 21 - 27 min at least.

28%

Long Onboarding Time

Users have to go through the long form of onboarding which takes at least 21 - 27 min at least.

What were the key findings or insights gained from the research?

Users are uncertain about the loan amount they will receive.

We were not on par with our competitors in terms of UX updates.

Individuals prioritize cash over the duration of the loan.

Now I’ve found the problem, what can I do next?

I will enhance the UX of the new CASHe app to streamline the onboarding process for new users and provide informative insights into their current app status.

Problem / Opportunity

How I plan to tackle the issues within the problem space through my design approach?

We aim to proactively communicate users' eligibility upfront, ensuring a more engaging onboarding process and reducing any potential boredom.
We will employ the latest UX writing methodlogies and utilise RBI-integrated flows to manually input information, which can be seamlessly prefetched by the APIs."
We are completely revamping the design of our products. Moving forward, we will categorise our offerings based on the amount first, followed by duration. This approach will assist users in prioritising their focus on the amount, which is their primary consideration.

Elephant in the room

CASHe’s Design was out-of-date

CASHe’s app was last updated in 2016 and after that brand grew exponentially leaving the design boring and obsolete.

To tackle the identified issues, our design team took a forward-thinking approach, considering future updates in our strategy. The pivotal step in this process involved a comprehensive overhaul of the CASHe app, with a primary focus on establishing a robust design system.

By prioritizing the design system during the initial stages, we aimed to create a foundation that not only addresses the current challenges but also allows for seamless integration of future enhancements.

Final Solution

Short Onboarding

Unnecessary fields that were responsible for consuming most of the users' time were identified and subsequently removed.

This resulting process was aimed to enhance user efficiency and streamline workflow by eliminating redundant or non-essential data entry points.

Loan Eligibility

Problem of users being unaware of their eligibility, a streamlined solution has been implemented. A concise form, called "Eligibility Screen," was introduced. This form consists of 5-6 fields designed to quickly determine user's eligibility status.

By completing this short form, users can accurately ascertain their eligibility, thereby enhancing their overall experience.

Loan Structure

Our previous product offerings were structured around the tenure of the loans. However, we have since revised our approach. The products have been updated to be based on the amount offered to the user.

This strategic shift aims to better align with user needs and preferences, providing more tailored and relevant financial solutions.

Evidence

Decrease in
Onboarding Time

12-14 min

We successfully decreased the onboarding time for new users from an average of 23-27 minutes to a more efficient 12-14 minutes.

Increased
conversion rate

67%

The primary concern of signed-up users who were not applying for a loan has witnessed a significant surge of 67%.

Offering to the rejected users.

Insurance

Previously, rejected users had no access to any products; however, they can now apply for insurance and other bill payment services.