2024
Building Habits through Daily SIP
App
B2C
FinTech
Paytm Daily SIP is a feature offered on Paytm app that allows users to invest small amounts daily in mutual funds. It’s designed to make investing more accessible by letting users set aside as little as ₹21 each day.
Timeline
4 Weeks
My Role
Lead Product Designer
Team
2 Product Managers, 1 UX Researcher, 1 UX Writer
Situation
Paytm’s Daily SIP let users invest as little as ₹21 daily, but its MVP suffered from onboarding drop-offs, poor investment visibility, support queries, and cancellations. Users lacked clarity and trust.
Task
Redesign the experience to improve communication, acquisition, retention, and both KRA and first-time investor journeys.
Action
Conducted user interviews, competitive analysis, journey mapping, prototyping, and testing.
Clarified onboarding, PAN consent, signatures, and third-party redirects.
Simplified portfolio information and introduced an Investment Journal for daily fund tracking.
Improved transaction transparency, milestone communication, SIP adjustments, top-ups, education, and exit reminders.
Result
Active users grew from 70K to 200K in four months.
SIP opt-ins increased 30%, reaching 130K.
Support queries fell 20%, from 20K to 16K.
Cancellations fell 30%, from 3K to 2K.
Non-KRA onboarding became 2× faster.
