JioFinance: Fixing Login & UPI Drop-Off
Organisation
Jio pvt. Limited
Role
Product Designer
Duration
3 Months
Tools & Technologies
Figma
React
React
Micro
10M+
Users
4.5★
Ratings
99K+
Reviews
Overview
JioFinance is a comprehensive FinTech super app offering a one-stop destination for payments, insurance, loans, and digital banking services.
After the app launch, we received many reviews on the Google Play Store and found, through Google Analytics 360, that users are experiencing issues with login and device binding.
After launching the app in Beta, we began studying feedback from the Play Store and App Store.
User Analysis
JioFinance: The images below showcase our work in progress. We began by analyzing user reviews, behavioral data, and feedback to identify key pain points, recurring usability issues, and unmet user needs. Based on these insights, we prioritized the most impactful problems and explored opportunities for improvement. Alongside addressing existing issues, we are also introducing new features and enhancements aimed at improving the overall user experience, increasing engagement, and creating a more intuitive and seamless product journey. This research-driven approach ensures that every design decision is backed by user insights and business goals.
We found that users were dropping off during the UPI ID creation process.
Our primary objective is to reduce user drop-offs during the UPI ID creation and device binding journey by identifying friction points through data analysis and user feedback. The following screens present key metrics, funnel insights, and behavioral patterns that helped us understand where users struggled most.
Current user flow
After reviewing the data and user feedback, we've identified issues and confusion during login and UPI ID creation. Let's begin by examining the current flow.
Different use cases for device binding and their failure scenarios.
Problem statements
On the login page, users do not see information about the number they need to use to log in. Instead, a sudden pop-up appears, obscuring this information with the message: "You may use the mobile number linked to your bank account.
Pain point:
Due to the hidden information, users often enter an unlinked mobile number, which leads to login failures and increased user drop-offs.
Solution:
Highlight the most important information at the top rather than at the bottom, and avoid the default Android popup by doing so.
Problem statement
Dual SIM User Scenario: Users with dual SIM devices may face issues binding their device with a number different from the login number.
Attempt Limit: Users can make up to two binding attempts. After two failures, they see: "Maximum limit reached. Try again in 25 hours."
Pain point
Confusion: Users may not understand that the slot selection failure is due to dual SIM usage.
Frustration: Limited attempts and unclear guidance can frustrate users.
Delay: The 25-hour wait period may feel too long, discouraging continued engagement.
Solution:
Display the most important information to the user on the page to ensure they have a clear understanding of the requirements.
Prompt users to create a UPI ID immediately after login, with clear messaging.
Immediately after logging in, we ask users to link their bank account, though they have the option to skip this step. By doing this, we reduce the likelihood of errors when creating a UPI ID. If users realize they have logged in with a mobile number not linked to their bank, they can easily update their number from the bank screen.
When a user skips adding a bank account during login
If the user skips adding a bank account, they'll be redirected to the JioFinance dashboard, where a banner will prompt them to create a UPI ID. They can do this from the banner or when using any UPI-related feature.
Note: If the user doesn’t want to create a UPI ID, they will still be able to use other features of the app, such as insurance or loans.
