Sai Tejas - Portfolio UX UI

Moneyview UPI

Increasing engagement & retention

A glimpse of final output

Insights

~8.5M Monthly UPI Interactions

Contributed to designing UPI surfaces and features used by millions of users every month across the app

~4.3M UPI-Registered Users

Helped improve UPI activation by simplifying onboarding, entry points, and early usage flows

8 Txn per Active User / Month

Designed flows and feedback states that encouraged repeat usage and sustained transaction behavior

850Cr+ Amount transacted

Designed for reliability and clarity across high-volume transactions at scale

HOW IT STARTED :

For a long time, Moneyview was primarily known as a personal-loan app. Most users came in to apply for a loan and left once the task was done, which meant engagement with the app was limited and infrequent.

As the business evolved, there was a clear opportunity to expand beyond lending and become a more regular part of users financial lives. Increasing engagement, retention, and lifetime value became key goals.

That’s where Moneyview UPI came in, a product that could bring users back daily, not monthly.

MY ROLE :

I was involved throughout the journey, from early concept to launch. Helping shape the UPI experience from the ground up across strategy, design and execution

PHASE 1 (MVP) :

For the MVP, the goal was to design quickly and build all the essential UPI flows required to get the product development-ready and also start the process of securing the UPI license from NPCI (As this takes lot of time)

In just three weeks more than 10 key features were delivered that formed the foundation of the product

Once the MVP designs were complete, we moved into Phase 2. This phase was all about refining the experience, thinking through edge cases, and designing with long-term scalability in mind.

Process - Phase 2 :

UPI Survey :

Google survey within our user circle to validate early assumptions around navigation, discoverability, and mode switching in the UPI experience

Why do this?  

To understand where users instinctively tap to make a specific payment on the UPI dashboard.

To evaluate how users interpret a common search field and whether they expect to switch between different payment modes from a single entry point

How did it help?  

Validated the placement of the action items on the UPI dashboard

Informed the decision to simplify mode switching, making it more intuitive and reducing drop-offs during payment initiation

Competitor study :

I then analysed leading UPI apps to understand how different products solve for navigation, discoverability, and payment initiation and to identify patterns that influence user behavior at scale

Why do this?  

To identify gaps and opportunities where we could differentiate instead of simply replicating existing solutions

To understand common UX patterns users are already familiar with

How did it help?  

Helped to define a clearer hierarchy of primary actions on the UPI dashboard based on proven patterns across top apps

Opportunities to improve discoverability of secondary actions that were often buried in competitor apps

Once this is done, I created two sections of Must have and Good to have and listed out all these

Then I did a detailed Play Store review across these apps to identify what users liked and disliked, helping us uncover key pain points and opportunities for improvement.

All the issues were grouped by the number of users reporting each one, which helped to identify high-impact problem areas and define clear priorities.

Journal study :

Reviewed multiple research papers and industry journals, using GPT to synthesize insights and ensure we captured key learnings without missing important patterns.

Why do this?  

To identify gaps and opportunities where we could differentiate, rather than simply replicate existing solutions

To understand common UX patterns users are already familiar with across digital payment experiences.

How did it help?  

Strengthened our design decisions with evidence-backed principles instead of assumptions

IA & Use-Case Mapping :

I mapped the UPI feature architecture alongside key user states, use cases, and intent to identify gaps, overlaps, and opportunities for simplification.