Paytm Labs Redesign

Project Overview

Client: Paytm Labs, a Fortune 100 Payments & Banking application
Industry: Finance, Fintech, Payment Gateway
Timeline: 2 years (2018-2020)
My Role: UI/UX Designer

The client was a modern B2B payment platform designed to make online transactions faster, smoother and frustration free. The goal of this project was to fix the traditional payment that involved too many steps, confusing options etc by creating a smooth, hassle free payment experience. As the lead UI/UX Designer, my job was to make sure users complete payments quickly and confidently. I focused on removing friction, improving clarity and making the whole experience feel effortless.

So what was the problem, you ask?

Today’s customers expect seamless payment experiences. Clunky, frustrating checkouts lead to high drop-off rates, as purchases are driven by ease and efficiency, not just the products or services themselves. Rather than adding complexity, I designed a one-page interactive checkout flow that prioritised speed, clarity and engagement. By simplifying input fields, optimising payment selection and reducing friction, we created a seamless experience that boosted conversions and customer satisfaction.

So here's what I did

As a UX Designer working with a small team, I collaborated closely with the product manager, engineers and stakeholders to define the user experience for payment flow. I led the end-to-end design process, from discovery to final UI bringing in user-centred thinking, wire-frames and high-fidelity prototypes. My role was to ensure that design aligned with business goals while maintaining a seamless and intuitive experience for users.

‍

Research & insights

Instead of following the feature overload, we saw an opportunity to simplify and optimise the payment experience. By focusing on a friction-less, one-page checkout, we aimed to create a fast, intuitive flow that businesses could trust for seamless transactions.Our goal was clear: reduce friction, increase conversions and enhance user satisfaction while aligning with business needs.

Ideation

The design philosophy revolved around effortless simplicity. Every interaction was crafted to minimise friction and guide users naturally through the payment process. With existing research findings in place, and a clear vision of user flows and expected user experience I dove right into exploring layouts to finalise a simple yet effective information hierarchy.

I wanted to ensure an effortless onboarding for new users

Before making their first payment, new users complete a simple and intuitive form to provide essential details like name, email and address. Smart input fields and contextual guidance ensure accuracy, reducing friction and streamlining the checkout experience. Returning users can skip this step, as their details are securely saved for a faster, one-click payment process.

I focused on creating a cleaner, more focused checkout

To reduce clutter and enhance clarity, we introduced bottom sheet modals for customer details and order summary. Users can quickly access and review their information without disrupting the flow. This approach keeps the screen focused on the most relevant details, creating a seamless checkout experience.

I enabled users to have flexible payment options

Users can seamlessly choose their preferred payment method - Bank Transfer or Card Payment right within the checkout flow. The intuitive selection interface ensures a smooth decision making process, keeping the experience effortless and tailored to user preferences.

I simplified the bank payments flow

For users opting bank transfer, we designed a streamlined bank payment flow that ensures a fast and secure transaction. With clear instructions and minimal input required, users can complete their payments effortlessly, reducing friction and improving overall checkout efficiency.

I streamlined card payment entry

For a faster checkout experience, card payment fields are displayed inline with a compact, easy-to-fill design. With smart input formatting and real-time validation, users can enter their details quickly and securely ensuring a smooth, frictionless payment process.

I ensured payment errors are handled with clarity

Designing intuitive and reassuring error states for failed transactions. Clear messaging guides users through issues like declined payments and invalid card entries, ensuring a smooth recovery experience.

I introduced a new 'One-click' checkout for returning users

For existing users, the checkout experience is streamlined with saved customer details and payment methods. With just a single tap, they can review their order and complete the payment, making repeat purchases effortless and friction-free.

Closing notes

The redesigned payment flow successfully delivered on its promise of simplicity and speed. Usability testing showed a 30% reduction in checkout time and a 40% increase in successful first-time transactions, reflecting the streamlined and intuitive design.