Rupeek Gold Loan
Rupeek Gold Loan is a secured loan in India where you borrow money by pledging your gold jewellery as collateral — without selling it.
TEAM
Designer, Product Manager
MY ROLE
Lead Product designer
KEY SKILL
Ux research
Interaction
UI Design
Story board and experience
Old vs New
The Product Detail Page (PDP) plays a critical role in converting product discovery into purchaseintent. At 6thStreet, the earlier PDP design provided essential information but lacked clarity, confidence-building elements, and a strong visual hierarchy.
Problem Statement
Due to a drop in gold rates, users must pay the difference amount when renewing their loans. Currently, the app lacks transparency on this concept, which is confusing.
Users mistakenly believe Rupeek is charging this amount, leading to poor NPS ratings and negative social media reviews.
Goal
Target Users: Rupeek customers renew their loans when gold prices decrease.
User Impact:
Enable customers to complete the renewal process independently without needing to contact customer support.
Improve transparency in the renewal summary.
Provide clear, user-friendly explanations of the "Difference Amount" through effective UX writing
Solution
After the booking attempt, the system will wait for 2 minutes to verify the payment and confirm the seat.
If the payment or booking is unsuccessful, the user will be presented with options to:
Retry with the same seat
Select a different seat on the same bus
Choose a different bus
Solution
Does the user proceed with payment after clearly understanding the difference amount? (To be addressed by Design)
Chooses not to renew after learning about the difference amount. (To be addressed by offering better LTV schemes)
NPS Impact
In the NPS survey contacted among 360 customers, 82 customers reported issues on post-payment
in that 12 customers(15%) had renewal charges related issues.
Solution
After the booking attempt, the system will wait for 2 minutes to verify the payment and confirm the seat.
If the payment or booking is unsuccessful, the user will be presented with options to:
Retry with the same seat
Select a different seat on the same bus
Choose a different bus
User Testing
Multiple Use Cases
Collecting inspiration and exploring UI patterns during the discovery phase
We conducted online user testing with six users from different states, including both Rupeek renewal and non-renewal customers, by sharing the prototype link.
User Testing Objective
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Are users able to understand the new renewal break-up?
Are users able to understand the concept of Difference Amounts without any assistance?
Find out the different ways users get a better understanding of Difference Amounts (text/video/text + video)
Evaluate the intended effect of the Difference Amounts understanding - Does the user need assistance in making the final decision?
Insights & Obeservations
1
Many users misunderstand the Difference Amount, assuming it is deducted from their loan or charged as an extra fee.
2
Five users found “Choose Loan Amount” unclear—especially the two values shown—causing hesitation to proceed.
3
Text helps some users, but video explains it better, especially for non–tech-savvy users.
UI Design
Multiple Use Cases
Renewal Summary
This page shows your gold loan renewal details, including the amount to pay now and your new loan period.
The user can click the video to understand how gold price changes affect the loan amount.
Loan Details Comparison
This page helps you clearly understand how your loan changes after renewal by comparing your current loan with the renewed loan—side by side.
This user already understands renewal and wants to quickly compare old vs new loan details.
