Lending is one of BharatPe’s core products. As merchants gained visibility and the ability to choose from multiple lenders instead of being assigned one, I redesigned the lending journey to reduce drop-offs and drive higher revenue.
My Responsibilities
Experience design
Interface design
Interaction design
Collaboration
BharatPe offers loans to merchants across multiple use cases - new loans and top-up loans. As part of improving transparency and merchant control, we introduced Loan Aggregation, allowing merchants to choose from multiple lenders instead of being auto-assigned one.
While this shift empowered merchants, it also surfaced new usability and conversion challenges across the loan lifecycle, especially during:
Initial lender selection
Re-selection after rejection
Top-up discovery and application
This case study covers how we redesigned both the core loan aggregation flow and the top-up journey, treating them as one connected experience.
Merchants now choose their lender, but early data showed:
~8% increase in drop-offs at lender selection
Higher cognitive load due to multiple decisions
Friction when re-selecting lenders after rejection
In parallel, we identified major drop-offs in the top-up funnel:
Only ~40% of merchants clicked on top-up offers
Only ~40% of interested users proceeded to apply
Merchants couldn’t view active loan details after applying, leading to confusion and deletions
These issues directly impacted conversion, disbursal, and overall revenue potential.
Decision fatigue caused by fragmented screens and repeated choices
Low visibility of high-intent top-up offers
Lack of flexibility in loan amount & tenure for top-ups
Emotional friction when users faced rejection or uncertainty
Risk of visual bias across lenders and offers
Revenue leakage due to early exits and deletions
Reduce cognitive load and friction at critical decision points
Improve clarity, transparency, and confidence in selection
Make comparisons quick and intuitive
Smoothen rejection and recovery flows
Increase funnel conversions without biasing lender visibility
I redesigned the merchant loan experience across Loan Aggregation and Top-Up journeys to reduce friction, improve clarity, and increase conversion.
Unified lender selection & offer view into a single screen to simplify comparison and reduce drop-offs.
Enabled quick re-selection by allowing one-click lender changes and clearly deprioritising rejected lenders.
Designed a comparison-first layout highlighting key decision factors like APR, EMI, tenure, and fees.
Improved top-up discovery through high-visibility banners, clearer CTAs, and urgency cues.
Added flexibility in top-up offers, allowing merchants to adjust loan amount and tenure with improved EDI comparison.
Behavioral Shifts Observed
~18% users modified loan amount
~9% users opted for highest tenure (earlier lowest tenure was default)
~1% uplift in offer acceptance (expected to grow further)
Ensured post-application transparency by surfacing active loan details, reducing confusion and deletions.
Loan Aggregation - Key Metrics Improvement
Offer-viewed → Apply-click (most important stage)
Phase 1: 57.38%
Phase 2: 61.42%
+4.04% absolute uplift (≈7% relative improvement)
Top-Up Funnel Impact
~14% increase in top-up banner CTR
~10% uplift in Loans tab engagement
Higher application creation rate expected post full rollout
Average top-up loan tenure increased by 1 month
Overall top-up funnel conversion improved from 4.65% → 8.4%
Delivers ~₹20 Cr additional monthly revenue vs older experience
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