2024
Paytm for Business
App
B2B
FinTech
The Paytm for Business app offers a range of financial tools tailored for Indian merchants. It enables merchants of all sizes to accept payments from customers through various payment methods.
Timeline
3 Weeks
My Role
Product Design Manager
Team
1 Product Designer, 2 Product Managers, 1 UX Researcher, 1 UX Writer
Situation
Paytm for Business merchants lacked visibility into real-time bank settlement status, leading to anxiety and frequent support calls.
~80% of merchants had push notifications disabled, making real-time updates ineffective.
High support volume reduced CX team productivity and weakened merchant trust.
Task
Improve push notification opt-in rate without harming user trust.
Enable real-time settlement tracking to reduce merchant anxiety and support dependency.
Design and ship a solution across iOS and Android within a 3-week timeline as Lead Product Designer.
Action
Strategy:
Conducted discovery to align user goals (real-time visibility) with business goals (reduced support calls).
Identified flawed notification permission strategy (early, context-less prompts).
Benchmarked ecommerce and food-delivery apps; adopted live notification paradigm inspired by Swiggy/Zomato.
Split problem into two tracks:
Improve notification opt-in using UX principles (loss aversion, micro-commitment, spark effect).
Introduce live settlement notifications with clear states (initiated, pending, settled, failed).
Execution:
Contextual, milestone-based notification nudges (on settlement initiation, support visits, offers).
Non-intrusive persistent nudges across key app surfaces.
Iterative live notification designs optimized for platform constraints (iOS & Android).
Collaborated with PMs, UX Researcher, and UX Writer; iterated through 5 design versions to final sign-off.
Result
Enabled merchants to track settlement status in real time directly from notifications.
Reduced ambiguity and anxiety around settlements, addressing the primary driver of support calls.
Created a scalable notification system aligned with platform guidelines and Paytm’s design ecosystem.
70% reduction in complaints.
Launch and Impact
To test the waters, the new feature was made live for a cohort of 20,000 people that had registered settlement specific compaints within last 3 months. This accounts for approximately 1% of the app's DAUs.
After one month of release, 12,000 users updated to the latest version.
3,600 users raised settlement queries, of which 2,700 did not have notifications turned on.
70% reduction in complaints.