Overview
As the lead researcher, I worked across multiple product phases of CredAvenue (now Yubi), a digital debt marketplace. The goal was to improve fund-raising, investing, and onboarding experiences for borrowers and lenders by grounding design decisions in user research.
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In this 3-phase research journey at Yubi, I mapped user systems, simplified onboarding, and created data-driven personas — leading to improved usability, reduced drop-offs, and targeted feature development.
Objective:
Identify user workflows, pain points, and platform interactions to guide early product architecture.
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Approach:
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Ran in-depth 1:1 interviews with internal users
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Used card sorting to reorganise borrower data and clarify terminology
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Led co-design workshops with product/design to align structure
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Outcome:
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Built a user-informed information architecture
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Simplified jargon and prioritised key data fields
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Set a strong usability foundation for product development
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Objective:
Reduce user friction and registration drop-off.
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Approach:
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Conducted interviews and focus groups for qualitative clustering
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Mapped the full onboarding journey to identify content and interaction gaps
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Conducted usability testing. to evaluate onboarding flow, identify friction points, and inform design improvements
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Outcome:
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Streamlined forms and reduced steps
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Introduced progressive disclosure and clear instructions
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Increased completion rates significantly
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Objective:
Enable personalised experiences and cross-sell strategies.
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Approach:
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Analysed 1,200+ user interactions to validate behavioural patterns
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Collaborated with ops and business to define persona dimensions
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Created persona heat maps to visualise friction points
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Outcome:
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Defined distinct user groups with clear motivations
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Unified product, comms, and design teams around core segments
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Supported targeted feature and messaging rollouts
Impact
My research shaped product decisions across the lifecycle, ensuring the platform remained user-aligned as it scaled. These efforts led to a more intuitive platform experience, improved retention, and greater stakeholder confidence in user-centred design decisions.
Phase 1: System Mapping - Exploratory Research
The year was 2020, the financial technology (FinTech) landscape was buzzing with innovation, and CredAvenue, a fledgling platform, was about to embark on its journey.
My role, as a Design researcher, was to be the architect of a user experience that would empower borrowers and lenders to navigate the complexities of the financial world. This was not just about designing an interface; it was about understanding the very foundation upon which CredAvenue would be built – the user.
01
Unearthing the User Landscape:
In-Depth Interviews
Our initial challenge was to delve into the user environment, a landscape yet to be fully explored. We started with 1:1 in-context interviews with key internal stakeholders, the unsung heroes behind user interaction. These weren't just interviews; they were conversations that peeled back the layers of user behaviour, decision-making processes, and the ever-present pain points that plagued the existing financial ecosystem.
Imagine a room filled with passionate individuals, each playing a crucial role in the user journey. The product manager spoke of the challenges borrowers faced – a lack of transparency, limited loan options, and a maze-like application process. The marketing head highlighted the lender's perspective – the need for reliable information, efficient borrower profiles, and a platform that fostered trust. These conversations were like puzzle pieces, each one revealing a fragment of the user experience we were aiming to create.
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This 1:1 In-Context user interviews with key internal stakeholders, including cross-functional team members involved in user interaction; provided insights into user behaviour, decision-making processes, and pain points. Based on it, I made personas to better the system and it's users.
Screenshot of Thematic Analysis after the user interview
Persona Map
02
Card Sorting:
Putting User Minds in Order
But understanding pain points was just the beginning. I needed to delve deeper, to understand how users themselves categorised and prioritised information. This is where card sorting came in – a seemingly simple exercise that unlocked a treasure trove of insights. Cross-functional teams participated, sorting cards representing loan types, borrower details, and key functionalities. It was fascinating to witness how users, with their unique mental models, grouped and prioritised information.
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The results were a revelation. Card sorting exposed hidden gaps in our initial information architecture. Certain loan types were consistently grouped together, while others seemed to stand alone. This not only helped us create an intuitive grouping of information but also highlighted areas where terminology needed refinement. Jargon used internally might have been second nature to us, but for potential users, it could be a barrier to understanding. By analysing card sorting data, we were able to identify critical UX copy that required simplification for clarity and accessibility.
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Facilitating card sorting sessions with cross-functional teams to uncover how users categorise and prioritise information helped clarify the information hierarchy for borrower profiles and identify key UX copy jargons.
Screenshot of Card Sorting Activity: Grouping Terms
Screenshot of Card Sorting Activity: Nesting cards for Information Architecture and unwrapping potential challenges
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Co-Design Workshops:
Bridging the Gap Between Needs and Design
As the research progressed, collaboration became paramount. I held co-design workshops, bringing together the design team, product managers, engineers, customer care team, finance and legal team and me, the sole researcher of the company at that time. This wasn't just about sharing findings; it was about aligning perspectives. I presented the research insights – the user pain points, the mental models revealed through card sorting, and the crucial need for clear decision-making support at every stage of the platform's user journey. The design team, in turn, shared their vision, their creative ideas for how the platform would look and function. These workshops were a melting pot of ideas, where user needs met design principles, fostering a truly user-centric approach.
Co-Design Activity to sort hierarchy for the Information Architecture
Key Insights
01.
Information Architecture:
Card sorting revealed significant insights into user mental models, helping us create an intuitive grouping of information. It also highlighted critical terminology and jargon that needed refinement for clarity and accessibility.
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Decision-Making Processes:
Interviews uncovered the complexity of user decision-making in financial contexts, emphasising the need for clear, supportive guidance throughout the platform.
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Categorisation:
Financial instruments should be clearly categorised (e.g., Loans, Bonds, Co-lending) with subcategories for further refinement (e.g., Personal Loans, Government Bonds, Real Estate Co-lending).
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Search Functionality:
Robust search functionality with filtering options allows users to find specific financial instruments based on their criteria (e.g., risk tolerance, investment horizon, return potential).
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Product Pages:
Individual product pages should provide clear and concise information, including product descriptions, eligibility requirements, risks and benefits, and performance data (where applicable).
The Payoff:
A Foundation Built on User Insights
The research culminated in a treasure trove of insights that became the bedrock of CredAvenue's initial design. The card sorting exercise helped us create an information architecture that mirrored user expectations, while the in-depth interviews exposed the complexities of financial decision-making. This understanding allowed us to design a platform that wasn't just visually appealing, but also provided clear, supportive guidance throughout the user journey.
Imagine a borrower navigating CredAvenue – no longer lost in a labyrinth of financial jargon, but presented with information grouped intuitively and presented clearly. Imagine a lender, empowered by well-organised borrower profiles and a platform that fosters trust and transparency. This is the impact of user research - the unseen foundation upon which successful products are built.
The Story Continues...
My work at CredAvenue's inception stage was just the first chapter in the platform's success story. Every great building requires constant attention, renovation, and adaptation. As CredAvenue matured, so did our UX research efforts. We conducted usability testing with real users, iterated on designs based on their feedback, and ensured the platform continued to evolve alongside the ever-changing needs of its users.
Phase 2: Onboarding Simplification - Discovery Research for Minimum Viable Product (MVP)
The year was 2021. CredAvenue had successfully launched, its user base steadily growing. But as the platform matured, a new challenge emerged – a cumbersome onboarding process causing frustration and high drop-off rates. Enter me, the design researcher, ready to embark on a mission: simplify the onboarding journey and empower users to navigate CredAvenue with ease.
01
Understanding the Onboarding Maze:
Discovery Research
The first step was to delve into user behaviour. We conducted discovery research for a Minimum Viable Product (MVP) – a targeted research approach focusing on the most impactful areas for improvement.
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CredAvenue's success was a double-edged sword. A surge in inquiries highlighted the limitations of their existing onboarding process. Both the offline, manual approach and the lengthy, hand-holding online process were struggling to keep up. The online process, in particular, suffered from an 80% drop-off rate, leaving a significant portion of potential users frustrated and abandoning ship.
Mapping user flow for an individual persona to understand the journey
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Identifying Pain Points in the Onboarding Process
Understanding User Friction:
I employed other visual tools to pinpoint areas of user frustration within the onboarding journey. These tools helped us identify problem spaces where users encountered friction, confusion, or simply gave up.
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Red Flags:
The loan application stage for uploading financial data emerged as a critical area for improvement. Here, complex forms and unclear instructions were causing a significant drop-off in user completion rates. Similarly, the lender onboarding process was plagued by lengthy verification steps, creating a tedious experience. These pain points became our roadmap for immediate attention.
Walking the User's Path:
To gain a deeper understanding, we embarked on a journey alongside our users. We meticulously mapped the entire onboarding process, from the initial contact through successful onboarding. This mapping exercise involved identifying key touch points – those moments of interaction between user and platform.
Uncovering Issues:
By mapping the user journey, we uncovered several pain points. The initial sign-up process felt overwhelming, with too many steps and complex terminology. The loan application stage, highlighted as a problem area, further revealed lengthy forms and unclear instructions leading users to abandon the process. The lender onboarding process mirrored these issues, with excessive verification steps creating frustration.
Making service blueprint - mapping front-end and back-end process for the persona
Deconstructing the Maze:
Key Insights and Recommendations
The research painted a clear picture. Simplification was paramount.
We recommended streamlining the onboarding process by:
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Reducing the number of steps:
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A leaner process with fewer clicks would feel less daunting for new users.
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Simplifying form fields:
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Clearer language, concise formats, and pre-filled data (where appropriate) would reduce confusion and frustration.
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Providing clearer instructions:
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Replacing jargon with easy-to-understand explanations would guide users through the process intuitively.
Engagement Strategies:
Keeping Users on the Path
Simplification alone was not enough. We needed to keep users engaged throughout the onboarding journey.
We proposed incorporating:
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Real-time support options:
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Live chat functionality or readily available FAQs would provide users with immediate help if they encountered any roadblocks.
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Progress indicators:
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Visual cues showcasing their progress would motivate users and demonstrate they are nearing completion.
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Democratise Finance with a User-Friendly Marketplace:
Build a marketplace webpage to democratises access to diverse investment and borrowing options, by prioritising personas and empowering individuals to navigate complex financial instruments with confidence.
User Flow and Wireframes
From Research to Reality: Implementing for Impact
The research findings were met with enthusiasm. Working collaboratively with the design team, we translated our recommendations into actionable strategies. The number of onboarding steps was reduced, streamlining the process. Forms were revamped, with clearer language and streamlined data entry. Progress indicators and easily accessible FAQs were integrated, empowering users to navigate independently.
Visual Design
Before Research
After Research
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Step 2
Step 3
Step 4
Step 5
Setting Password after Step 5
User Profile Page
CredAvenue - Home Page
CredAvenue Streamlines Onboarding: Sign-Ups Soar!
CredAvenue's revamped online sign-up process has yielded phenomenal results.
Within a single month, the platform witnessed a dramatic increase in both borrower and investor participation.
The number of borrowers joining CredAvenue exploded compared to the previous month. Previously reliant on a manual process, the platform saw a staggering jump from just 30 sign-ups to a whopping 2,000. Investor interest also saw a significant upswing, with new faces eager to explore the platform's offerings. Previously, only 2 investors signed up manually, but the streamlined process attracted a remarkable 50 new investors in just a month.
These impressive figures become even more compelling when contrasted with the previous month's reliance on manual intervention. Prior to the online sign-up revamp, the cumbersome onboarding process resulted in only 30 borrower sign-ups and 2 investors, requiring a significant 90% manual involvement by the sales team and hence limiting user acquisition and straining resources.
The streamlined online sign-up process has not only made user onboarding smoother but also freed up the sales team's valuable resources. This allows them to focus on more strategic initiatives, paving the way for a more efficient and scalable operation.
Usability Testing
User testing conducted on the platform's onboarding process yielded valuable insights, highlighting areas ripe for improvement. Participants, eager to explore the platform's offerings, encountered a series of hurdles that hampered their progress.
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A lack of clarity emerged as a key concern. Deciphering complex terms and conditions without clear hyperlinks proved challenging. Locating hidden support email addresses further frustrated users, while the absence of page titles left them disoriented. Even the initial sign-up experience felt outdated, burdened with an uninspired logo and an underutilised Microsoft sign-in option.
Industry selection devolved into a guessing game, lacking options for essential identification documents like PAN cards or CINs. Inconsistency in sentence casing added an unnecessary layer of friction, and the overall layout felt cluttered, obscuring the user journey. Uploading files turned into an exercise in frustration, devoid of clear instructions or visual cues.
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However, these findings served not as a dead end, but as a springboard for progress. Armed with this user feedback, the team embarked on a mission to transform the onboarding process. Prioritising clarity, consistency, and user-friendly design is at the heart of this initiative. Users can expect a welcoming experience that empowers them to navigate seamlessly.
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Hyperlinked terms and conditions will remove ambiguity, while high-contrast buttons and informative page titles will provide clear direction. Support will be readily accessible with a single click on email addresses. Intuitive navigation, featuring well-organised sections and streamlined options, will eliminate confusion. The sign-up/login page will receive a modern facelift with a fresh logo and relevant icons. Industry selection will be simplified, incorporating PAN and CIN options for user convenience. Additionally, consistent sentence casing and a visually balanced layout will create a cohesive and user-friendly experience. Redesigned forms and profile previews will optimise user flow, while file uploads will become a dynamic and intuitive process with clear instructions and user-centered functionality.
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The user testing, while uncovering challenges, ultimately ignited a fire for improvement. By implementing these changes, the platform is poised to transform the onboarding process from a frustrating maze into a welcoming gateway, paving the way for a more engaging and user-friendly experience for all.
Chartered Accountant
“Onboarding was easy and simple. I am an advance user and I did not need help to publish my profile. But other users like junior accountant or from MSME, might need help and hand holding process."
Finance Manager
"Finance template was not good. There is an issue while recording the date and calculation done via formulae online. Accidentally, I recorded the data twice and net profit was showing negative after the document was uploaded."
CFO, Investor
“Document related to company finances is sensitive information. I was skeptical about uploading it. However after having the talk with CredAvenue representative, I gained confidence.”
Few Major Highlights
After the Usability Testing, for Alpha launch I prioritised the following changes to make it user-centric
OTP Screen:
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Darken the grey button color.
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Make the support email clickable and rethink its placement.
User Information Collection:
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Skip unnecessary screens to auto-sign into onboarding home.
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Revise industry selection options and dropdown behaviour.
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Add options for PAN number or CIN.
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Indicate information fetched from third parties to build trust.
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Address the confusion between profile and entity level icons.
File Upload and Templates:
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Add descriptive text to the download template button.
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Make the file uploading process dynamic and visible.
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Redesign the borrowing template and decide on its format.
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Consider new window/tab behaviour for reopening templates.
For the Beta testing, our main focus was on
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Completion Metrics (Task completion rate, Error rate, First click success rate)
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Duration Metrics (Time on task, Total test time)
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Errors (Severity of errors, Frequency of errors)
Based on this user satisfaction was measured by taking positive and negative feedbacks into account.​
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Successes
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Task completion time: The participant who completed steps 1-4 in 10 minutes suggests that the initial portion of the onboarding process might be relatively efficient.
Failures
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Task completion time: While one participant completed steps 1- 4 in 10 minutes, another participant found step 5 to be time-consuming. This suggests a potential bottleneck in step 5 that could be investigated further.
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Error rate: The participant encountered difficulty with step 5, particularly regarding reflected formulas and data display. This indicates an error in how the system presents information after form completion.
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User satisfaction: The participant desired the calculations from the forms to be reflected in the downloadable template, suggesting a potential disconnect between user expectations and the system's functionality.
Screenshot of analysis after conducting usability testing with the participant
The Payoff:
A Smoother Journey Leads to Success
The results were positive. The drop-off rate during onboarding decreased significantly, and user satisfaction with the process soared. By actively listening to user needs and implementing research-backed solutions, we transformed CredAvenue's onboarding journey from a maze of frustration into a path paved with clarity and ease.
Phase 3: Persona Heat Map - Mixed Methods Research
The year was 2022. CredAvenue had blossomed into a bustling financial marketplace, its user base a diverse orchestra playing a complex financial symphony. But with growth came a challenge – ensuring every instrument, every user, felt heard and catered to. This is where I, the senior design researcher, stepped in – to conduct the research symphony, understanding user psychographics, motivations, and pain points to create a harmonious user experience.
The Quest for User Understanding:
Mixed Methods Research
The key to a successful symphony lies in understanding each instrument. Similarly, to create a user-centric platform, we needed to delve into the motivations and needs of CredAvenue's diverse user base. This phase of the CredAvenue research saga employed a mixed-methods approach, leveraging both qualitative and quantitative data to understand the symphony of users.
Qualitative Persona Clustering:
Listening to the Melody
Imagine a vibrant conversation, a focus group discussion filled with diverse user voices. This is the essence of qualitative research. We conducted in-depth interviews and focus group discussions with borrowers, lenders, and various investor profiles. These conversations were like listening to individual instruments, each with its unique melody – the cautious first-time borrower, the seasoned investor seeking high-yield opportunities, and the risk-averse lender prioritising stability.
By clustering users based on similar behaviours and characteristics, we identified distinct user groups. Each group, a distinct section of the orchestra, had its own financial goals, risk tolerance, and preferred interaction styles. One group, "The Cautious Climber," consisted of first-time borrowers seeking small personal loans. Another section, "The Growth Seekers," comprised experienced investors looking for high-growth investment opportunities. These user clusters became the foundation for developing comprehensive user personas.
Quantitative Data Analysis:
The Rhythm of User Behaviour
But qualitative research alone was not enough. We needed to analyse the rhythm of user behaviour – the clicks, scrolls, and interactions on the platform. Through quantitative data analysis, we delved into a vast dataset comprising over 1,200 user interactions. This statistical analysis was like studying sheet music, revealing common patterns and user behaviour trends.
For example, the data showed a high click-through rate on loan options with detailed descriptions and transparent terms. This insight resonated with "The Cautious Climbers" persona, highlighting their need for clarity and reassurance. Similarly, data analysis revealed frequent visits to the "investment portfolio diversification" section by users we categorised as "The Growth Seekers." This quantitative data validated the qualitative findings and provided a robust basis for persona development.
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User Journey Mapping:
Walking in the User's Shoes
Next, we embarked on a journey alongside our users. We meticulously mapped the entire onboarding process, from the moment a potential user first encountered CredAvenue to their successful onboarding. This involved identifying key touch points – those moments of interaction between user and platform.
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By mapping the journey, we uncovered several pain points. The initial sign-up process felt overwhelming, with too many steps and complex terminology. The loan application stage, represented by a red zone on the heat map, was further scrutinised. Lengthy forms with unclear instructions were causing users to abandon the process altogether. Similar issues emerged with the lender onboarding process – an excessive number of verification steps creating a tedious experience.
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Persona Heat Maps:
Illuminating User Behaviour
Imagine a vibrant tapestry woven with insights – that's what persona heat maps became. We developed these visual tools, assigning colours to represent user frustration levels at different stages of the onboarding process. This allowed us to pinpoint problem spaces – areas where users encountered friction, confusion, or simply gave up.
The red zones were particularly concerning – the loan application stage, riddled with complex forms and unclear instructions. Another heat map, representing the lender onboarding process, revealed frustration with lengthy verification steps. These heat maps became our roadmap, guiding us towards the areas that needed the most immediate attention.
Cross-Functional Collaboration: The Harmony of Teams
A successful symphony requires the harmonious collaboration of all sections. Similarly, this research project thrived on cross-functional collaboration. We worked closely with business stakeholders, product managers, and operations teams throughout the process. This collaboration was crucial for defining key user persona dimensions – financial goals, risk tolerance, and preferred platforms.
Furthermore, by aligning teams around these personas, we ensured they were actionable and served real business needs. For example, the product team prioritised developing educational resources targeted towards "The Cautious Climbers," addressing their need for financial literacy. The marketing team, armed with persona insights, crafted targeted campaigns resonating with each user group.
Conclusion:
Impact and User Harmony
The research culminated in a collection of comprehensive user personas – each one a distinct voice within the CredAvenue user symphony. These personas provided a clear and actionable framework for product development and marketing strategies. By understanding user needs and preferences, we were able to create more tailored and effective user experiences.
The impact was significant – user satisfaction soared, and engagement metrics rose steadily. CredAvenue transitioned from a one-size-fits-all platform to an orchestra conductor, catering to each user's unique financial goals and risk tolerance. This research symphony resulted in a more harmonious user experience, where every instrument, every user, felt valued and empowered to achieve their financial aspirations.