Objective:
The objective of the UX design case study is to make Payzapp the preferred payment app for HDFC Bank customers and non-HDFC customers alike. The focus is on ensuring a seamless, convenient, and delightful user experience while targeting specific goals such as increasing active savings account and credit card customers, reducing the usage of competitors like PhonePe and Google Pay among HDFC Bank customers, and achieving high Net Promoter Scores (NPS).

Competitor Analysis:
A thorough analysis of competitors including Google Pay, PhonePe, and Paytm was conducted. This analysis encompassed overall site and app reviews, ratings, pros and cons, and an examination of rewards and cashback systems. The marketplace of Google Pay was also scrutinized to understand the functioning of their rewards system and visual language.

User Research:
A detailed questionnaire was developed to gather user feedback and insights across various categories including demographic information, usage frequency, bill and utility payments, P2P payments, offline merchant payments, rewards and cashbacks, and miscellaneous aspects. The questionnaire was designed to uncover general trends and preferences related to payment modes and specific use cases such as ecommerce, delivery, and travel.

Information Architecture and UX Design:
Based on the research data, user feedback, and available answers, the information architecture of the app was defined. Multiple iterations and explorations were carried out, resulting in a complete redesign of the app's home page. Repeat testing and refinement were conducted to ensure an intuitive and visually appealing user interface.

Key Goals:
Make Payzapp the preferred payment app for HDFC Bank customers:

1. Target 10 million active savings account customers

2. Target 5 million active credit card customers

3. Reduce the usage of PhonePe and Google Pay among HDFC Bank customers by 50%

1. Ensure Payzapp customers love their experience:

   • Target a Net Promoter Score (NPS) of over 50

2. Make Payzapp the de facto payment app for HDFC Bank customers:

   • Aim for 100% of HDFC Bank retail customers to use Payzapp for payments

3. Make Payzapp the #1 payment app for non-HDFC customers:

   • Target 10 million active non-HDFC customers

Ensure Payzapp customers love their experience: Aim for a Net Promoter Score (NPS) of over 75

By combining the insights from the competitor analysis, user research, and iterative UX design process, the goal is to create a seamless, intuitive, and visually appealing Payzapp experience that drives adoption among HDFC Bank customers and positions the app as a leading payment solution in the market.

Research Info Figma File - PayZapp Research