| for Netbramha Studios
Unpacking traveler needs & travel card use
UX research and testing across multiple cities in remote setup, uncovering key insights to simplify and enhance UPI payment experiences
Client
Niyo Global
Industry
Fintech/Travel
Span
2 months
My role
User research and Usability testing
Overview
Niyo Global is a financial services platform designed for modern travellers. They approached us for a UX research initiative. The goal was clear: conduct in-depth qualitative research, analyse brand perception, and benchmark Niyo's user experience against competitors. My focus was on understanding the needs of international travellers, evaluating how Niyo performed in real-world scenarios, and identifying opportunities for improvement.
The problem
Niyo needed a deeper understanding of leisure travelers to improve their product and marketing. The lack of this understanding hindered their ability to effectively target and engage this user segment, impacting user acquisition and overall market penetration. We aimed to address this by conducting comprehensive user research.
My role
Our team consisted of UX Researcher (Myself), a Lead designer, and a Project manager. later, another UX researcher joined to help me fast track the research. As the core member, I wore many hats during this project:
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Defined user personas based on demographics and travel habits.
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Managed user recruitment and screening efforts, including over 100 calls and emails.
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Designed questionnaire and moderated interviews, usability tests
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Synthesized insights from hours of user data into insights and actionable recommendations
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Collaborated with stakeholders to present findings and shape the final report.
The planning
We identified the target persona that we wanted to study, segmented it, and defined it. The client took part of this two-day session. In addition, we also did some light work to identify the best research and testing instrument. Since Betaifi could provide us quantifiable data like TOT, TSR, and average time on each task, we decided to use it to complete and capture the interviews and testing. Also, we were able to take notes during the call and cut parts of the video for everyone in the team to see.
Snapshot of user matrix for the research
Getting our hands dirty
We started with a screening survey to recruit users, then wrote scripts and questionnaires for Qualitative Research and Brand Perception interviews. We learned the hard way that integrating Betafi in was well worth it at an early stage — we will get summaries automatically generated by the AI when synthesising later.
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Screening for participants involved complex criteria of exclusion. From there we fine-tuned our approach as we got responses, built a second script to onboard and engage those qualified users.
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It was an extremely iterative process, reflecting learning from users. Thus, although personas evolved across the project, data stayed in sync with core objectives & delivered actionable results.
Snapshots of questionnaire script, survey link and Betafi project setup
The execution - Literally championed empathy
The screening and recruitment still was going on and we decided to jump in with the interviews. A lot of participants dropped off specially during the ‘User audit’ session when they had to share PAN details or when it came to actually applying for a credit card’.
Snapshots of questionnaire script, survey link and Betafi project setup
Synthesis and Report
We started framing the report after 50% of our interviews were done. Our report kept evolving since we started. We had a discussion with the client regarding the approach of the report. My initial approach involved visual data presentations, but based on stakeholder feedback, I pivoted to a more text-heavy, digestible format.
Outcomes
The client was extremely pleased with the concise report and valuable insights. Our research enabled Niyo to gain buy-in from senior stakeholders, develop a deeper understanding of user needs, and build a strong foundation for informed decision-making. The findings directly informed product development and marketing strategies.
Conclusion
This project was a rewarding experience that shaped Niyo Global’s product and marketing strategies. By uncovering trust gaps, onboarding challenges, and opportunities to position Niyo as a go-to travel solution, I delivered insights that directly influenced its user experience and brand messaging.
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Key highlights include overcoming recruitment challenges, leveraging tools like Betafi to streamline analysis, and adapting reporting styles to meet diverse stakeholder needs.
Learnings
#1 Cracking the research code
I got hands-on with every step of the research process, from finding the right participants to pulling together actionable insights. It was like solving a giant puzzle—challenging but incredibly rewarding!
#2 Turning data Into stories
Presenting findings wasn’t just about numbers; it was about creating stories that clicked with stakeholders. I learned how to take complex insights and package them in a way that was simple, engaging, and impactful.
#3 Betafi to the rescue
Betafi became my secret weapon for making sense of endless user data. It cut down hours of manual work and helped me focus on what mattered—delivering sharp, clear insights.
#4 Rolling with the punches
This project reminded me how essential it is to stay flexible and keep empathy front and center. From handling tricky recruitment to adjusting for evolving user needs, I learned to adapt, collaborate, and keep moving forward.
