Revamping Lazypay App

Lazypay app, back in the day, was a static and straightforward one with just one job: show your buy-now-pay-later (BNPL) dues and collect it.

With a product roadmap that included going from a BNPL only player in the Indian fintech space to being a one that had products for every life milestone of our users including Bill Payment, Gift Cards, Personal Loans, and a complete financial marketplace to invest and grow one's money, the app's design needed to facilitate this growing roadmap.

Goal

From the get go our goal was to have a scalable design that accommodates more and more product offerings while enabling tailored merchandising of products based on user behaviour while still meeting our bar for a very polished and clean design.

The Team

This was a big feat to achieve and our estimates showed a two quarter spanning task list for user research, design, experience-engineering, product management and product marketing. On the design side we were a large multi-disciplinary team including:

• Staff Product Designer
• Sr Product Designer
• Lead UX Researcher
• Lead UX Content Strategist
• Sr Visual Designer/Illustrator
• Motion Designer
• And me, as the design director and creative director

The Impact

We saw very very strong signs of KPI impact even at rollout to only 20% user-base:

• Repayment Rate Uplift — The new homepage drove a 63.8% repayment rate in Feb C2, up from 61.48% on the old homepage — a meaningful lift in the core business metric that, at full rollout, contributed to a 30% increase in repayment rates overall.
• Reduction in 0 DPD (Days Past Due) — 0 DPD rates dropped from 38.52 → 36.2 overall and 39.86 → 37.73 on iOS specifically, indicating that more users were repaying on time before any delinquency occurred.
• Overdue Bottom Sheet Curbed Delinquency (1DPD+) — The new bottom sheet for overdue users reduced DPD 1 from 26.79% → 24.46%, DPD 2 from 21.59% → 19.67%, and DPD 3 from 18.43% → 16.72%, showing a consistent drop in late payments across all buckets.
• BBPS Product Grid Discovery Up — BBPS product grid CTR increased by +6% (from 22.31% → 28.39%), driving more users into the bill payments funnel, even though banner CTR dipped slightly by 2.1%.
• RBL Card Engagement Lift — RBL card CTR on the new homepage was +5.66% higher, indicating stronger card product discovery, though One Card (−1.69%) and IDFC Card (−3.55%) saw marginal declines likely requiring further iteration.

The Design

We designed a homepage that's infinitely merchandisable but every content type had an order and priority associated.

To learn more please reach out to me by blocking time on my calendar