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Can an app make personal loans hassle-free? 💳
Amazon Pay says YES !
Published Oct 11, 2024 • 6 minutes read
FinTech
UX design
Case Study
Product testing
TAPPP..
Starting Point
During our kickoff meeting, our PM laid it out clearly:
During our kickoff meeting, our PM laid it out clearly:
“We need to make taking a personal loan feel natural, reliable, and fast—like ordering a product on Amazon.”
“We need to make taking a personal loan feel natural, reliable, and fast—like ordering a product on Amazon.”
The reality? Trust in online loan apps was low. Users struggled with unclear steps, hidden fees, and clunky experiences.
To solve this, we mapped the user journey of applying for a loan to identify key pain points and opportunities.
To solve this, we mapped the user journey of applying for a loan to identify key pain points and opportunities.
Let’s take a closer look
Let’s take a closer look
It’s 3:27 PM on a Thursday
It’s 3:27 PM on a Thursday
Ravi's phone buzzes—a reminder about his child's school fees due in two days. He checks his banking app, frustrated by insufficient savings.
Ravi's phone buzzes—a reminder about his child's school fees due in two days.
He checks his banking app, frustrated by insufficient savings.
“It’s not that I can’t manage,” Ravi sighs. “I just need help, fast, from someone I trust.”
Like Ravi, millions face financial gaps at critical times. Quick credit options exist, but hidden charges and unclear processes erode trust.
Like Ravi, millions face financial gaps at critical times. Quick credit options exist, but hidden charges and unclear processes erode trust.
Breaking Down the Problem
We immersed ourselves in user research, listening to frustrations and mapping the loan experience across competitors. One session stood out:
We immersed ourselves in user research, listening to frustrations and mapping the loan experience across competitors.
One session stood out:
A user sat scrolling through three loan apps, saying, “सबका प्रोसेस अलग है। क्या सच में मुझे पैसा मिलेगा?” (Translation: “Everyone’s process is different. Will I really get the money?”) "just need something I know won't fool me"
A user sat scrolling through three loan apps, saying, “सबका प्रोसेस अलग है। क्या सच में मुझे पैसा मिलेगा?” (Translation: “Everyone’s process is different. Will I really get the money?”) "just need something I know won't fool me"
Trust Issues
Trust Issues
Loan rejections due to low credit score
Loan rejections due to low credit score
Post-loan management
Post-loan management
The recurring themes were clear:
The recurring themes were clear:
Trust Deficit
Customers didn’t trust most loan apps
Complex Flows
Lengthy, unclear steps made the process stressful
Frustrating Delays
“Instant” didn’t deliver on its promise
Our Research Approach: Real Problems, Real People
Our Research Approach:
Real Problems, Real People
Customer Calls & Surveys
We spoke with 150+ users to understand their financial challenges.
Competitive Analysis
Evaluated 5 leading loan apps to identify pain points and gaps.
Task Mapping
Broke down the loan application into micro steps to reduce friction
Real People — Who should we care?
Credit Card Holders
Credit Card Holders
Customers with Credit History (No Credit Card)
Customers with Credit History (No Credit Card)
Need
Need
Transparency
Transparency
Fast disbursal
Fast disbursal
Competitive interest rates
Competitive interest rates
Value
Value
Clear loan details—fees
Clear loan details—fees
EMIs
EMIs
Repayment start date
Repayment start date
Real Problem — The Problem Statement
Real Problem
The Problem Statement
How Might We improve trust in online loan applications by eliminating hidden fees, simplifying terms, and speeding up approval times?
How Might We improve trust in online loan applications by eliminating hidden fees, simplifying terms, and speeding up approval times?
We had to design for trust, clarity, and speed — the Amazon way
We had to design for trust, clarity, and speed — the Amazon way
Key Insight: Trust as the Missing Link 🛡️
Key Insight: Trust as the Missing Link 🛡️
When Ravi applies for a loan, he doesn’t want to think twice. He trusts Amazon for shopping, so why not for loans? We realized the solution wasn’t just in the product—it was in bringing Amazon’s trustworthiness into the loan experience.
When Ravi applies for a loan, he doesn’t want to think twice. He trusts Amazon for shopping, so why not for loans? We realized the solution wasn’t just in the product—it was in bringing Amazon’s trustworthiness into the loan experience.
Impact of Amazon Pay In India 🇮🇳
Impact of Amazon Pay In India 🇮🇳
Amazon Pay revolutionized digital payments in India, initially simplifying transactions for Amazon's e-commerce and later expanding to bills, recharges, and financial services. With its trusted, secure platform, millions of users rely on it, driving widespread adoption and reshaping India's digital payment landscape.
Amazon Pay revolutionized digital payments in India, initially simplifying transactions for Amazon's e-commerce and later expanding to bills, recharges, and financial services. With its trusted, secure platform, millions of users rely on it, driving widespread adoption and reshaping India's digital payment landscape.
Designing the Experience
1. Loan Application Process
1. Loan Application Process
The loan application process is an easy journey: enter basic details, receive a personalized loan offer, verify your income and identity, and get the loan disbursed — all seamlessly and securely.
The loan application process is an easy journey: enter basic details, receive a personalized loan offer, verify your income and identity, and get the loan disbursed — all seamlessly and securely.
2. Streamlined Loan Flow
2. Streamlined Loan Flow
We’ve made the loan application process simple and intuitive for first-time users.
We’ve made the loan application process simple and intuitive for first-time users.
One-Tap OTP Login:
No need for passwords—quick and secure OTP login.
One-Tap OTP Login:
No need for passwords—quick and secure OTP login.
Step-by-Step Progress Bar:
Clear visual cues to guide users through the process, so they always know where they are.
Step-by-Step Progress Bar:
Clear visual cues to guide users through the process, so they always know where they are.
Apply for loan
Loan
offer
Set up
bank
KYC
Verification
Get your loan
Loan eligibility
Basic details
Loan offer
Occupation
3. Clear and Transparent Design
3. Clear and Transparent Design
No surprises, no hidden fees. We prioritized clarity:
No surprises, no hidden fees. We prioritized clarity:
Upfront Loan Details:
Users see EMIs, interest rates, and repayment terms before applying.
Upfront Loan Details:
Users see EMIs, interest rates, and repayment terms before applying.
Interactive Info Buttons:
Complex financial terms are explained in simple, Clear and concise language.
Interactive Info Buttons:
Complex financial terms are explained in simple, Clear and concise language.
Loan amount & repayment details
Approved loan amount
₹3,00,000
Tenure
18 months
Interest amount @12% per year
₹29,303
One time charges
₹7,520
Total amount you repay
₹3,29,303
Monthly EMI
₹ 18,195
First month EMI
₹ 27,715
(First EMI + one time charges will be deducted)
05 Feb 2024 (First EMI date)
Change
4. Instant Loan, Instant Confidence
4. Instant Loan, Instant Confidence
We ensured users got what they need—fast
We ensured users got what they need—fast
Pre-Approved Offers
Eligible users saw their loan options instantly.
Pre-Approved Offers
Eligible users saw their loan options instantly.
Auto-Pay Options
Encouraged flexibility with repayment options.
Auto-Pay Options
Encouraged flexibility with repayment options.
5. Approval Process
5. Approval Process
Our new flow considers work details, bank statements, and partial CIBIL scores, ensuring loan approval for users with stable finances but low credit scores. This approach provides a fairer, more inclusive way to assess loan eligibility.
Our new flow considers work details, bank statements, and partial CIBIL scores, ensuring loan approval for users with stable finances but low credit scores. This approach provides a fairer, more inclusive way to assess loan eligibility.
90% of loan applicants are rejected despite strong financial habits. Analyzing bank statements alongside credit reports can improve approval rates for qualified applicants.
90% of loan applicants are rejected despite strong financial habits. Analyzing bank statements alongside credit reports can improve approval rates for qualified applicants.
Personal loan
Loan application status
Application ID: APPVHID890
Estimated time: Your loan amount will be credit to your account shortly.
Offer acceptance
Disbursal confirmation
Amount credited to your bank account
Loan details
Once the amount is credited to your account, you will get a notification by SMS or email.
Existing flow
Existing flow
The new flow
The new flow
Iterating Through Testing
Results That Spoke for Themselves 📊
Results That Spoke for Themselves 📊
We tested early prototypes with real users through 10+ feedback sessions.
Key insights from the feedback were:
We tested early prototypes with real users through 10+ feedback sessions.
Key insights from the feedback were:
Users appreciated the ability to customize the loan amount and semi-due date, but found it overwhelming.
Users appreciated the ability to customize the loan amount and semi-due date, but found it overwhelming.
——
To address this, we created a step-by-step flow without increasing the number of clicks
To address this, we created a step-by-step flow without increasing the number of clicks
Preliminary Design
Choosing the loan amount is divided into two screens: one for selecting the loan amount, other for deciding the EMI and viewing the breakdown.
View Designs
Preliminary Design
Choosing the loan amount is divided into two screens: one for selecting the loan amount, other for deciding the EMI and viewing the breakdown.
View Designs
Iterative Design
Merged into one screen for smoother navigation. A sticky CTA ensures constant accessibility.
View Designs
Iterative Design
Merged into one screen for smoother navigation. A sticky CTA ensures constant accessibility.
View Designs
Info buttons were helpful, but users suggested making them clickable and reducing on-screen text.
Info buttons were helpful, but users suggested making them clickable and reducing on-screen text.
These small tweaks significantly improved usability and user experience.
These small tweaks significantly improved usability and user experience.
Application Completion Rate
Application Completion Rate
▲ 28%
▲ 28%
Customer Response Time
Customer Response Time
▲ 30% Faster
▲ 30% Faster
User Satisfaction
User Satisfaction
▲ 15% Increase
▲ 15% Increase
And most importantly ———— Users trusted the process
And most importantly ———— Users trusted the process
The Real Victory
When a user shared, “लोन लेना Amazon से बिलकुल आसान लगता है, जैसे Amazon पर शॉपिंग करते हैं।” (Translation: “Taking a loan from Amazon feels so easy, just like shopping on Amazon”), it was a proud moment for our team.
It validated our efforts to design a user-centric experience—simple, intuitive, and built on trust—making financial solutions feel as effortless as everyday shopping.
When a user shared, “लोन लेना Amazon से बिलकुल आसान लगता है, जैसे Amazon पर शॉपिंग करते हैं।” (Translation: “Taking a loan from Amazon feels so easy, just like shopping on Amazon”), it was a proud moment for our team.
It validated our efforts to design a user-centric experience—simple, intuitive, and built on trust—making financial solutions feel as effortless as everyday shopping.
Curious to see the designs behind a personal loan process as seamless as an Amazon order?🚀
Curious to see the designs behind a personal loan process as seamless as an Amazon order?🚀
Let’s connect and dive deeper into the design process
Let’s connect and dive deeper into the design process
Key Takeaways
Start With Trust, Not Features 🛡️
Building user confidence through a trusted brand is more important than complex features.Simplify the Process, Not the Experience 🧭
Clear, step-by-step guidance helps users navigate without feeling overwhelmed.Be Transparent, Not Vague 🔍
Upfront clarity on fees and loan terms builds trust and reduces anxiety.Speed Over Complexity ⚡
Fast, frictionless features like OTP login and pre-approved offers are essential for a seamless experience.Iterate, Don’t Assume 🔄
Continuous user feedback and testing lead to significant improvements in usability and satisfaction.
Start With Trust, Not Features 🛡️
Building user confidence through a trusted brand is more important than complex features.Simplify the Process, Not the Experience 🧭
Clear, step-by-step guidance helps users navigate without feeling overwhelmed.Be Transparent, Not Vague 🔍
Upfront clarity on fees and loan terms builds trust and reduces anxiety.Speed Over Complexity ⚡
Fast, frictionless features like OTP login and pre-approved offers are essential for a seamless experience.Iterate, Don’t Assume 🔄
Continuous user feedback and testing lead to significant improvements in usability and satisfaction.
OTHER WORKS
INDIA
Clunky returns → 30% faster, frustration-free 🚀
Revamping Amazon India’s Return Experience
E-Commerce • Design Sprint • Research
Why do students miss the Library Map?
A Study on UsabilityUX Research on Improving University Library Maps
UX Research • Web Navigation
COMING SOON!!
Transforming Temu: A Storyboard Journey
Enhancing Focus and Flow with Attention Models
Storyboarding • Psychology in HCI • E-Commerce
INDIA
Clunky returns → 30% faster, frustration-free 🚀
Revamping Amazon India’s Return Experience
E-Commerce • Design Sprint • Research
Why do students miss the Library Map? A Study on Usability
UX Research on Improving University Library Maps
UX Research • Web Navigation
COMING SOON!!
Transforming Temu: A Storyboard Journey
Enhancing Focus and Flow with Attention Models
Storyboarding • Psychology in HCI • E-Commerce
© Aishwarryabp2025
4:25 AM
Love what you see?
Let’s connect to create something meaningful!
© Aishwarryabp2025
4:25 AM
Love what you see?
Let’s connect to create something meaningful!
Can an app make personal loans hassle-free? 💳 Amazon Pay says YES !
Published Oct 11, 2024 • 6 minutes read
FinTech
UX design
Case Study
Product testing
TAPPP..