Embedding trust into design to win over cash-first India
GPay wasn't able to move beyond early adopters as the next round of cash users had trust and closure issues with UPI.
Simplified user registration:
Brought-down a 11-step registration process down to 4 simple steps.
Experience First, Commitment Second:
Upfronting joy of success with a complementary ₹5 token and deferred collection of sensitive banking information.
Friction to forward momentum:
A category first chained-incentive approach that unlocks the first transaction gift voucher on connecting the bank account.
Digital protection with a physical metaphor:
Making security visible with an animated lock icon evoking the safety of a bank vault.
Building trust in day-to-day transactions:
Industry-first innovation of colour-coding transaction types (Send/receive) so users could avoid potential scams
Contextual guidance:
In-app assistance layer, with the option of regional languages- to make every tap feel certain without feeling intrusive.