Self-initiated case study · Product Manager · Consumer Super App

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UX Strategy | Retention | Revenue Growth | Personalization

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Problem

Paytm had the first-mover advantage in India's digital payments space and 350M+ active users — yet remained unprofitable and was losing UPI market share, dropping from 14.8% to 9.9% in just one year. The root cause wasn't the product offering; it was the home screen experience.

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The home screen required 7+ full scrolls on a 6-inch device, showed duplicate CTAs, served irrelevant ads, and offered zero personalization — causing high cognitive load, frustration, and user churn to PhonePe and Google Pay.

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User research & personas

I identified 4 user personas across age groups and digital literacy levels — from tech-savvy young professionals to first-time digital payment users in Tier 2 cities. Research included Play Store review analysis and behavioural segmentation.

Top pain points ranked by reach and impact :

• Lack of personalization — every user sees every service regardless of relevance
• Extreme cognitive load — too many options, ads, and duplicate buttons
• Poor discoverability — services buried under 5-6 scrolls go unused
• Inconsistent design — no unified theme, breaks brand trust

My approach

I used a RICE framework to prioritize 8 potential solutions across Reach, Impact, Confidence, and Effort — ruling out over-engineered ideas like "Surprise Me Home Screen" and focusing on high-confidence, lower-effort wins first.

Top 3 solutions

RICE score 1.5 Preferences-based home screen Onboarding flow to capture user preferences; ML-curated home screen refreshed every 30 days

Release strategy

RICE score 1.2 Gamified rewards program Daily / weekly / monthly streaks with cashback, leaderboards, and level-based badges

RICE score 0.5 Category navigation bar

6-tab bottom navigation replacing 7+ scrolls; customizable based on user activity