Credit Card marketplace
Simplifying how users choose the right credit card
A glimpse of final output
Quick Insights (For jul 2025)
13,68,322
Landing page visits
2,09,331
Cards selected (6 banks)
28.62%
Card conversion rate
Context :
This project started as a routine UI refresh for the entire marketplace feature, a part of our roadmap to modernise screens. But once we started evaluating the flow from a user and operational lens, deep systemic issues surfaced.
Journey :
Phase 0 - Redirection
In the early days, Moneyview didn’t have a true credit card marketplace. Users were redirected to individual bank journeys based on partnerships with specific lenders such as HDFC and SBI.
Flow: Mobile & OTP → Default credit card → Bank redirection for card selection
As we obtained the required licenses, we progressively improved the experience by integrating bank-specific flows directly within the app
MVP
In the MVP version, basic flows were built to allow users to enter their details, check eligibility, and discover the most relevant credit cards from our partner banks
Flow: Mobile & OTP → Personal details → PAN details → Income details → Bank selection → Bank redirection for to view cards → KYC → Dashboard
As more banks came on board, this approach no longer scaled. With over 10+ partner banks, the experience became fragmented. This led to the creation of credit card marketplace
Marketplace 1.0
In this phase, users could choose a credit card based on their preferences instead of navigating to individual bank portals to select the cards
Flow: Mobile & OTP → Personal details → PAN details → Income details → Preference → Card selection → Bank redirection for KYC → Dashboard
Analytics data :
Following the production rollout of Marketplace 1.0, I used the product data to surface and understand key user challenges across the marketplace journey
The problem:
Most users landed on the credit card marketplace after being rejected for a loan. They weren’t browsing. They were anxious, frustrated, and needed credit now.
We couldn’t guarantee approval
We had 100+ cards to show
Eligibility checks were probabilistic
Too many forms to fill before viewing cards
Phase 2 - Marketplace 2.0 :
How did I come up with this
User personas :
Created user personas to identify key credit card user segments and their core needs
Scroll to view all personas ->
Defined final set of personas we need to prioritise
Final Designs
Personal & professional details
Introduced automatic PAN detection
This allowed us to fetch verified information upfront, eliminating multiple screens & reducing manual input.
Form
Users now provide only essential details on one screen before checking eligibility, cutting down unnecessary steps and early drop-offs
Fetching Credit Cards
If the user is not eligible
Finding the best credit card offers
By adding this delight space, we wanted to communicate that we are fetching the best cards for them
Marketplace
Curated credit card recommendations
Ensure users only see eligible, high-value options, building trust and reducing decision fatigue.
Quick filters
Filtering out cards basis on recommendation and other popular filters
Improved card grouping for better scanability and comparision
Card Details
Redirecting
users for KYC verification
Card more details screen
Marketplace 2.0 Insights
Yet to get marketplace 2.0 analytics data
