Joveo
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%
Process followed
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
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