Background

This project set out to improve BHIM's usability and user experience, focusing specifically on the needs of Tier 2 and Tier 3 cities. Our primary objective was to uncover key pain points, understand user preferences, and validate three distinct prototypes: a regular light mode, a regular dark mode, and a minimal version tailored for quick, day-to-day transactions.

To ensure thorough insights, our research team split into two groups, or as we called them, ‘Avengers squads,’ with three members each. Armed with scripts, consent forms, recording equipment, and a lot of enthusiasm, each team set out to tackle two cities, covering a total of five cities in just six action-packed days. The destination cities were carefully chosen to provide a diverse mix of participants, reflecting both urban and semi-urban perspectives.

In-person user testing sessions became the heart of the project. We interacted with users spanning different age groups, professions, and tech familiarity levels. Each session offered a unique glimpse into how people approached financial transactions and what role digital payment apps like BHIM could play in their daily lives. Some preferred simplicity and speed, while others sought features like family finance tools or bill splitting.

But this wasn’t just about testing app designs; it was a journey to gauge the gap between urban and semi-urban users. The goal was to deeply understand how financial transaction needs differ across these demographics and how design could play a role in making payments accessible, intuitive, and enjoyable for everyone.

The experience wasn’t without its challenges - weather disruptions, recruitment hurdles, and tight timelines tested our adaptability at every step. But what made it rewarding was the unshakable collaboration between team members, the improvisations we made on the fly, and the powerful insights gained from listening to users’ stories. It wasn’t just a research project; it was an opportunity to connect with people and transform their feedback into meaningful design solutions.

Roles and responsibilities

As the UX researcher, I was involved in every step of the project, from planning to execution. My key responsibilities included:

• Designing the testing approach and defining success metrics for the prototypes.

• Preparing the script for the UT and the interview questionnaire.

• Recruiting and screening participants from Tier 1, Tier 2, and Tier 3 cities, ensuring a balanced demographic spread.

• Moderating user testing sessions to evaluate how users interacted with the prototypes.

• Collecting qualitative and quantitative data, analyzing patterns, and identifying improvement opportunities.

• Presenting findings to stakeholders with actionable design recommendations.

• Adapting scripts and processes on the fly to tackle recruitment challenges and unexpected logistical hurdles.

This project sharpened my skills in conducting cross-regional user research, solving real-time testing challenges, and synthesising insights into impactful design strategies.

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To comply with NDA, I can not share any more details on my work for this project. The access to the detailed case study below is restricted and not available to the public. Get in touch for further questions.