Banking
for the
next billion.
02
analysis
card sorting
statistical clustering
Putting results in JTBD framework
03
ideation
Basing the design on Visual Laws-
Jakobโs Law
Hicks Law
Fittsโ Law
Parkinsonโs Law
04
UI flows
lofi wireframes
UI prototypes
branding development
05
testing
A/B testing
new SUS scores
06
further scope ๐
01
research
primary research
existing app audit via Heuristic Evaluation and SUS
areas of friction
personas
the process
Banking for the next billion.
Validation
Despite India's Financial Inclusion Index reaching 67.0 in March 2025, a significant portion of the population remains excluded from digital financial services.
Over 400 million feature phone users in India face barriers to participating in the digital economy, while many smartphone users with low digital literacy struggle with complex payment interfaces.
Designing mobile banking solutions for low-literacy, multilingual users in emerging markets by using a systematic approach combining competitior research, culturally-aware design and comprehensive testing.
Goal
Feature phone users represent a critical segment of the next billion users, with over
The RBI is actively encouraging banks to design digital products for feature phones to deepen financial inclusion.
What we need to tackle :
123Pay for Feature Phones
40 crore feature phone users in India alone.
smartphones?
Cultural Trust Models
Untapped
Market
Security Paradox
Progressive Trust Building
why just
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persona #1
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persona #2
43
52
Powai, Mumbai
Powai, Mumbai
Borgaon, Nagpur
Palghar, Maharashtra
Complex apps with too many features.
Unreliable network or weak signal areas.
Managing unfamiliar phone numbers.
Limited English/digital literacy.
Wife not adept at app-based payments.
Payment failures or delayed confirmations.
App interfaces feel intimidating
Risk of sending money to wrong numbers or encountering failures
Difficulty confirming payments
Limited support at home, young son not proficient
Simple payment system with instant confirmation
Local language support (Hindi/Marathi) with minimal technical jargon
Reliable QR/UPI that works for feature phone users at home
Easy tracking of multiple transactions
Reduced risk of fraud, more confidence in digital payments
Confidence in using a simple, understandable system
Clear confirmation of money sent/received
Easy tracking of transactions without confusion
Would like the system to be in her language.
Auto-rickshaw driver (20+ years experience)
Housewife & home based tailor
Basic Smartphone user. Limited tech comfort.
Basic Smartphone user. Limited tech comfort.
Nayab Rao Rane
Saroj Parag Koli
Age
Age
Current
Residence
Current
Residence
Digitial Literacy
Digitial Literacy
Birth
Birth
Family
Family
Situation
Situation
Pain Points
Pain Points
Desired Gains
Desired Gains
Current
Occupation
Current
Occupation
Wife: Housewife, owns feature phone
Children: Daughter (19) and Son(15)
Wife: Housewife, owns feature phone
Children: Daughter (19) and Son(15)
Drives in IIT campus and nearby areas
Picks/drops multiple passengers daily
Uses Phonepe but faces challenges
Primary breadwinner of the family
Children sometimes help with payments
เค เคฐเฅ เคธเคพเคนเคฌ, เคเคคเคจเฅ เคธเคพเคฐเฅ เคเคชเฅเคถเคจ เคจเคนเฅเค เคเคพเคนเคฟเคเฅค เคฌเคธ เคเคฟเคคเคจเคพ เคเคฏเคพ, เคเคฟเคคเคจเคพ เคเคฏเคพ, เคตเฅ เคธเคพเคซ เคฆเคฟเค เคเคพเคเฅค เคฌเคพเคเฅ เค เฅเค เคนเฅเฅค
เค เคฐเฅ เคธเคพเคนเคฌ, เคเคคเคจเฅ เคธเคพเคฐเฅ เคเคชเฅเคถเคจ เคจเคนเฅเค เคเคพเคนเคฟเคเฅค เคฌเคธ เคเคฟเคคเคจเคพ เคเคฏเคพ, เคเคฟเคคเคจเคพ เคเคฏเคพ, เคตเฅ เคธเคพเคซ เคฆเคฟเค เคเคพเคเฅค เคฌเคพเคเฅ เค เฅเค เคนเฅเฅค
โผ๏ธ
โผ๏ธ
Drives in IIT campus and nearby areas
Picks/drops multiple passengers daily
Uses Phonepe but faces challenges
Primary breadwinner of the family
Children sometimes help with payments
โผ๏ธ
โผ๏ธ
Onboarding is simple , automated and easy.
However search feature provides easy access if users have navigation issues
Clicking "wallet" reveals entirely English text: "Choose your wallet," "Video verification โน1," "Max balance โน1 Lakh," etc.
UX honeycomb
based on the lens of our personas
Peter Morville's UX Honeycomb evaluates user experience across seven critical dimensions: Useful, Usable, Desirable, Findable, Accessible, Credible, and Valuable
We looked at primarily three UPI apps.
QR generation for receiving payment
PhonePe has no feature phone support
80% of features (insurance, gold, loans, gaming, travel) are completely irrelevant
No simple vendor payment flow designed for household expenses
No way to request money from husband when needed
Terms like "wallet," "beneficiary," "merchant transaction" confuse them
No feature phone interface (USSD/IVR)
Ads for loans and insurance can create distrust
No Offline Mode:
Cannot queue transactions in poor network areas
Enables Digital Payments:
Allows him to accept payments from tech-savvy students who usually donโt carry cash
400 million feature phone users in India are completely excludedโ
Creates New Problems:
Tracking earnings is harder than with cash
Videos for easy understanding.
However videos are only there in English.
Spends time navigating complex interface instead of focusing on driving
Women with limited smartphone access cannot use it independentlyโ
Fears making mistakes with so many options
Avoids Cash Handling:
Safer than carrying large amounts of cash
Exclusionary: Being smartphone-only sends the message that "this isn't for you"
Doesn't provide the reassurance Saroj needs to overcome fear of digital payments
When Saroj borrows her son's phone, the interface makes her nervous about making mistakes
Language change option exists, but is hard to find and not 100% implemented.
Superficial Hindi support that creates barriers for emerging users
(This is the interface after changing language to Hindi.)
(This is the interface after changing language to Hindi.)
USEFUL
07/10
04/10
05/10
05/10
03/10
07/10
07/10
USABLE
DESIRABLE
FINDABLE
ACCESSIBLE
VALUABLE
CREDIBLE
(Does it fulfill a need?)
Can users accomplish their goals efficiently?
Do users want to use it?
Can users find what they need?
Can everyone use it regardless of ability?
Does it deliver value to users?
Can users trust it?
Core payment functionality works reliably for both sending and receiving money
QR code payments align with Nayab's need to accept passenger payments quickly
Sending money via phone no.
Sending money via QR code.
bento grid groupings
Post-redesign, key features are buried under grouped tiles (violates Recognition over Recall)
Post Redesign, transaction history is available with just one tap.
Users now prefer searching rather than browsing because features are hidden in grouped tiles
Market Leader:
47% market share creates network effects and trustโ
No Human Support: Cannot call someone in her language when confused
Fast, reliable payments build confidence
Bank Integration: Clear connection to established banking system
Search bar always available on nav bar
Score comparisons
across apps
Friction Analysis
based on the lens of our personas
Insights
Dividing problems into high friction and medium friction areas based on urgency.
High Friction
Medium Friction
Transaction Confirmation Uncertainty
Multiple People Payments
English & Cognitive Overload
Security & Fraud Concerns
Customer Support Access
Issue
Currently
Friction point
Behavioural response
Multiple small payments create confusing transaction histories
Apps show "processing" or generic success messages
Payment apps use financial jargon in English
Limited understanding of digital security measures
App support is primarily chat-based in English
Doesn't trust confirmation until checking balance
Can't easily identify which passenger paid what amount
Terms like "wallet," "UPI," "beneficiary"
are confusing
How to verify legitimate vs. fraudulent transactions?
Can't get help when problems occur during working hours
Reverts to cash-only rides when possible
Fear of missed payments or disputes with passengers
Uses only basic features, avoids exploring app functionality
Uses only basic features, avoids exploring app functionality
Relies on children or other drivers for problem-solving
English UI
Multiple Transactions
Transaction confirmations and app feedback
Security perceptions
Cash-digital
Network Issues
0
1
2
3
4
5
Context-Switching Costs Are High
Error Recovery Must Be Self-Service
"Real Money" vs. "Phone Money" Mental Model needs to be corrected
Trust is Built Through Predictable Patterns
Statistical Clustering
Phase 1
Conducting Card Sorting Research
Phase 2
Hybrid Card Sorting
Phase 3 Hierarchical Cluster Analysis
Validating our proposed feature groups statistically based on our card sorting research.
Based on our primary research, JTBD and existing app analysis, we decided on a very simplified app structure.
Initial cards (English) were translated to Hindi and then verified.
Hybrid Card Sort
Pre-defined Categories based on JTBD
Financial Overview & Tracking
Cash Management
Family & Household Transfers
Help & Support
Accessibility & Language
Money Transactions
Documentation in progress!
Uploading Soon!๐ซ๐