UPI as Service
for Payments
UPI as Service
for Payments
UPI as Service
for Payments
Designed a pluggable onboarding module of our in-house UPI, to be used for ease of payments for cards and balance addition to the bank account.
My Role
UX designer
Duration
2 Weeks, 2022
(from design to development)
OCT 2023
Cards and Pay existed in silos.
Niyo isn't just one thing—it runs across different verticals: cards, travel, and pay. To unlock real business impact, we had to break those walls and connect the two. That’s where the opportunity lay—creating synergy instead of separation.
As part of our onboarding, we encourage our users to load money in their bank account to activate their debit card. So, what we were trying to do was to push users to fund their fresh Niyo account using our own UPI.
This will not only encourage Niyo Pay usage but also provide users with an easier alternative to bank transfer to ensure adequate cash during their vacations or any other situation.
[Challenge]
Sounds simple right? All we had to do was to plug an "UPI onboarding" after a long "Bank onboarding", followed by another "Add account" module in case they don't have any other UPI onboarded bank account. So the real challenge wasn’t adding another step—it was
stitching multiple flows, across accounts, seamlessly.
All while staying acutely—and yes, almost cutely—compliant.
Executing this under the watchful eye of RBI and NPCI.
It meant walking a fine line between choice and convenience, and working closely with product and legal to shape a flow that felt seamless, yet stayed fully compliant—especially for users encountering Niyo Pay for the first time.
[tARGET USER DEMOGRAPHICS]
New to Bank Users; adding money into their Niyo bank account
Which meant our ideal persona (25-50 years old, Indian, mid-high income) users. On the surface, the information seem vague. What are we trying to achieve by defining the target demographics? But with some public data, it helped us create a valuable hypothesis to define the ideal user flow.
[Hypothesis]
~60%
Of our users would have at least 1 active UPI account
[Stats]
Active UPI users
Total smartphone users in India
X100
~ 50%
Since, our users belong to the mid-high income section, the percentage +10% (conservative) would be higher.
And this matters, because we can design, relying on the fact that a significant part of
our audience would have source bank accounts with an active UPI account linked to it.
This helps us design for users who don't have set their UPI PIN for multiple accounts during onboarding.
[User flow]
The ever lasting battle between Choice vs Convinience
We started by simply putting all the required flows one after the other and started eliminating the redundant parts, followed by a regressive exercise of questioning the relevance of each step and evaluating if certain tasks can be performed later if desired.
UPI Flow Race
1
User has only source
account on UPI
UNITED PAYMENT iNTERFACE
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Circa 2022
3
User has beneficiary
account on UPI
UNITED PAYMENT iNTERFACE
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Circa 2022
2
User has both
accounts on UPI
UNITED PAYMENT iNTERFACE
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Circa 2022
4
User has neither
account on UPI
UNITED PAYMENT iNTERFACE
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Circa 2022
[User Cases]
Detailing all the possible cases was very important so that we
don't break the add money flow.
So, we did a little permutation and combinations. The user needs two accounts to add money, 1. Source account, to transfer the funds from and 2. Beneficiary account, their Niyo account to transfer the fund into it.
[And after some tweaks]
Old Bank Selection Page
New Bank Selection Page
Multi-Bank Select state
Since the earlier UI was designed for a single bank selection, the bank selection page needed some quick changes:
UX Decision
Adding an upper limit to the number of banks that can be selected
UI Changes
Added "Selected Banks <x>" on top for added feedback
Added Error Toast when user tries to select more than 5 banks
Added information text asking the user to add a source account.
Account Selection Page
Since the earlier UI was designed for a single bank account selection, the account selection page also needed some quick changes:
UI Changes
Added information text asking the user to add a source account by instructing the user to select an account other than their NIYO account.
Prioritised the bank name to aid users in faster selection, as people remember the account by the bank name, not by account number.
New Account Selection Page
Old Account Selection Page
[And after some tweaks]
[IMPACT]
New account balances (aka. CASA) increased, with a positive jump in Niyo Pay onboarding
Looking for my next Big Adventure
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tell mine.
बाबुमोशाय, ज़िंदगी बड़ी होनी चाहिए, लंबी नहीं...
Hi! I am Pragya Goenka, a product designer.
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PRAGYA GOENKA