Introduction
Pay with Ring (by Kissht)
"Pay with Ring (by Kissht)" is a financial technology app designed to provide users with seamless, secure, and instant various quick loan solutions. The app caters to a diverse audience, from tech-savvy millennials to small business owners. This case study documents the UX design process behind "Pay with Ring," illustrating how design decisions were made and implemented to create a user-centric solution.
What's the Problem?
In a world where financial independence and instant credit options are pivotal, users face challenges such as:
Integration Issues
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The app lacks seamless
integration with other financial
tools, making it difficult for users
to manage payments and
credit in one place.
Complicated Onboarding
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The app’s verification and
setup process is cumbersome,
leading to delays and abandonment, especially for users seeking quick access to funds.
Limited Payment Flexibility
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The app doesn’t offer enough customisation for payment preferences, which prevents users from managing their payments according to their specific needs.
Privacy & Security
-------------------------------- The app fails to communicate its
data protection measures clearly, leaving users uncertain about
the safety of their personal and financial information.
" For instance, a young professional looking to borrow a small amount for daily needs might find existing platforms too cumbersome, while a security guard may struggle with repayment options. The goal was to design an intuitive app that simplifies instant credit access and integrates it with robust payment options."
Problem vs. Solution!
Introduce a streamlined video KYC process
that allows users to complete verification
in under 5 minutes, reducing
onboarding time.
Offer instant micro-credit solutions starting from ₹1,000 with flexible repayment plans, ideal for daily or emergency expenses.
Confusing repayment process
Design a user-friendly repayment dashboard with clear visuals of outstanding amounts, due dates, and payment history.
Provide a minimalistic and intuitive UI with focused features, ensuring a clutter-free experience tailored to user needs.
Ensure complete transparency by displaying all fees upfront during credit application and transaction processing.
Partner with popular merchants to offer users discounts and seamless integration for payments, enhancing the app's utility.
The "Pay with Ring" app should aim to facilitate:
Simplified Onboarding Process
Clear, Transparent Credit Information
Flexible Payment and Repayment Options
Enhanced Data Privacy and Security Features
Instant Credit Access with Real-Time Approval
User-Friendly Interface with Intuitive Design
Comprehensive In-App Support and Help Center
Rewards and Incentives for Responsible Usage
Customizable Notifications and Alerts
Seamless Integration with Other Financial Tools
"For example, the "Pay with Ring" app could offer one-tap loan applications with instant approval and fund disbursal within minutes. Users would enter basic details, and the app would assess creditworthiness in real-time. Clear repayment terms and reminders would ensure a seamless, transparent loan experience."
Desired Persona!
Ayan Sharma
Age: 35
Occupation: Auto Driver
Income: ₹22,000/month
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Background: Ayan Sharma, a 35-year-old auto driver who is a risk taker and skill-fully juggles his professional and personal life ensuring a quicker, safer, and more efficient ways to take care of his finances.
Tech Usage: Uses mid-range Android smartphone, familiar with payment apps like Paytm and GPay.
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Financial Goals & Needs:
Ayan wants a quick disbursal personal loan to for emergency funds to maintain his monthly expenses monthly.
Ayan prefers transparent pricing ensuring no hidden fees and zero surprises.
He wants to obtain a loan without having to complete any paperwork or undergo background checks and credit history checks.
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Pain Points:
Ayan needs to take part in continuous loan management and repayments on multiple small tenure loans.
Taking up loans is a need based activity to keep up with his lifestyle.
He needs clarity/support on bank policies to minimise transaction errors
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Loan Servicing:
Ayan would prefer automating all payments to avoid late fees and if possible receive a discount off interest rates, or apply for refinancing with the chance to save even more over the life of his loans.
When payment is done using RING different modes (UPI or others), he feels that lesser convenience fees would make him stay on platform.
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Interest Areas:
Ayan enjoys more perks with online service providers for shopping, food, travel etc.
He is interested in well secured and user friendly digital solution, it should be streamlined and simplified to his loan requirements.
Empathy Mapping!
Empathy mapping for "Pay with Ring" identifies user needs, concerns, and behaviors to enhance trust, usability, and financial accessibility.
User Journey!
Criticality Mapping!
Criticality mapping identifies the app's most crucial features based on user needs and market demands:
User Research Findings!
Aspect
Preferred Loan Amount -->
Payment Frequency -->
Pain Points in Existing Apps -->
Device Usage -->
Preferred Features. -->
Finding
Example
"I usually need small amounts for daily needs."
Students preferred flexibility in repayment.
"I stopped using other apps due to hidden fees."
Many cited affordability as the reason.
Notifications for repayments were highly valued.
Competitive Analysis!
Key Learning: To remain competitive, "Pay with Ring" must emphasize its simplicity and user-focused design, while leveraging unique features like instant credit disbursal and tailored repayment options. Combining these these with transparent policies can position the app as a trusted alternative to competitors.
Design Guidelines!
User Experience!
The app design focuses on a seamless, intuitive experience:
Clean Interface: Minimalistic design with clear navigation to reduce cognitive load.
Onboarding: A step-by-step guide for registration and video KYC completion.
Personalization: Tailored credit offers and reminders based on user behavior.
Notifications: Proactive alerts for repayment due dates and offers.
Support: Easy access to customer support via chat and call options integrated within the app.
Onboarding User Flow!
Personal Loan Journey!
Loan Repayment Flow!
