Avail Finance UX
Designing a micro-lending platform for Indian Blue-Collar Workforce
Designing a micro-lending platform for Indian Blue-Collar Workforce
Designing a micro-lending platform for Indian Blue-Collar Workforce
Designing a micro-lending platform for Indian Blue-Collar Workforce
Design Challenge
How might we create a financial platform for users who have very lessknowledge of technology
How might we create a financial platform for users who have very lessknowledge of technology
Role
As the only designer on the team, I defined the product scope and designed the end-to-end user experience for the startup.
Skills
Design Leadership, User Research, Interaction Design, Product Management
Impact
Over 4,000 blue-collar workers have been benefited from loans worth over Rs 5 crore.
The startup received $26.2 Million Series A funding led by Matrix Partners
About Avail Finance
Avail Finance is a B2B2C micro-lending startup that caters to the blue-collar segment in India. This segment includes security guards, delivery executives, drivers, housekeeping staff, etc. who have a monthly income in the range Rs 8,000 - Rs 35,000.
Check out the app: https://play.google.com/store/apps/details?id=com.avail.easyloans.android
Research Methods
Semi-Structured field Interviewswith15 blue-collar workers
Usability Testing with MVP of the mobile app
Secondary Research on spending and borrowing pattern in India
Customer Experience Map based on user testing
Key Insights
Phone usage for this segment is mostly for Call, Facebook, and WhatsApp. They mostly use a low-end phone
They borrow loans from friends, family, or employer but feel embarrassed to ask. Loan sharks ask higher interest.
Most people request a loan and share EMI payment updates on WhatsApp. They find filling forms very confusing.
Prefer personal connection over technology as they fear losing their hard-earned savings on online mediums.
User Interface Solution
Building trust at the very beginning while onboarding users
Shows benefits upfront to build trust with users and help them migrate towards technology
Hassle free signup which does not require technical know-how
Hassle free signup which does not require technical know-how
Easy Application Tracking and EMI Payment
Logo Explorations
Learnings and Takeaways
Building trust with this segment of users is essential to onboard them on a technology-driven platform
To them, calling is a more natural means of finding help. So, a call option should be upfront for contact/help.
WhatsApp usage is very high in this user segment. So, adopting new technology through it becomes easy.
Timely reminders and tracking the next payment is essential to them. Paying a penalty affects their small savings.
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