Revamping the Capital Now App:
Reduced Application Drop-Offs with a Redesign
Timeline: 4 Months
Role: Product Designer
Team: 1 Product Designer (me), 2 Product Managers
1 Tech Manager, 1 Business
IMPACT
Months after launch, our Product Manager shared this note — proof that thoughtful UX and business goals can align beautifully.
After launching the new reward feature, user data revealed low engagement and awareness. It didn’t stand out among key options like Loans and Payments.
The challenge was clear, increase visibility of Rewards without adding clutter or disrupting the app’s clean design.
Context
Capital Now is a fintech product, lending platform that offers multiple loan products and more. The core of this application is to provide personal loans.
As, India is rapidly adapting digital banking, with a majority of users managing their finances and loans directly through mobile apps.
Challenge
High Drop-Off During Loan Application - How can we reduce the loan application Drop-Off rate and increase user engagement.
Process Deep Dive
Interface & Journey Evaluation
User Notes
Ideation & Strategy
Final Design
Learnings
Diving Deep into FinTech
Expanding My Knowledge and Gaining a Thorough Understanding of the Domain
Empathy Matters
Understood the emotional journey behind loan applications
Enhancing Collaboration
Collaboration with stake holders and data & business analysts to align design impact with business KPIs.
Sprint environment
learn’t navigating through the Fast-Paced World of Design
UI Matters
Understanding the Vital Role of User Interface in Design and User Experience
Going Solo
Learn’t navigating the Challenges and Rewards of Independent Design Work
After multiple iterations, I have introduced the exclusive Capital Now Rewards icon. we created a subtle animation with New Rewards icon.
This approach balanced visibility and simplicity perfectly. Since its launch, the feature has been performing exceptionally well and is indeed unmissable on the homepage.
Pain points in the journey
Nearly 68% of applicants dropped off during the loan process due to unclear steps, confusion, trust gaps
and lack of transparency.
Expectations
User onboard and enters their details for registration
System displays eligible loan offers that user can refer.
User complete Reg. process and details sent for verification.
User receives selected loan offer successfully.
Reality
User onboard and enters their details for registration
System displays eligible loan offers that user can refer.
User complete Reg. process and details sent for verification.
User receives selected loan offer successfully.
Around 40% application are getting rejected
🤯
32% of applicants are getting loan successfullly
16% application drop here due to lack of clarity about registration
Verification process taking around 2 - 4 days
(12% users don’t respond post verification)
Key Step 1
Redefine the UI for Clarity, Make the Loan journey Transparent and Faster the Verification
Key Step 2
Turn huge percentage of Rejections into Opportunities Through Smarter Eligibility and Monetisation
Key Step 3
New Rewards Feature needed to stand out for users to discover it.
Old Design
Lacked visibility of the core product (applying for a loan)
New Design
Fresh look with better hierarchy and visual composition to discover with ease. Introduced Capital Now Design System with the re-usable components
Home Screen
Journey
Application Progress
Tracker
Designed a home page with cleaner visual hierarchy that emphasised trust.
Introduced a guided progress tracker screen, which comes after the registration, by showing users exactly what is the process and time it takes.
Reduced 3 scattered registration screens into 2 sorted steps (screens).
Overwhelming due to unorganised fields spread across three form pages.
Lack of trust due to outdated UI
Capital Now primarily targets salaried professionals, and due to internal lending criteria, over 60% of rejected applications belonged to self-employed users.
Instead of losing this large segment, I proposed a monetisation strategy..........!
Thought?
Should we on board new brand
Oh! Building it from scratch?
Yes, possible
Yes, we can
Hmm! How?
No, let’s go with our own solution
No, let’s do partnership
🤝 Our new product built through an
Aditla Birla Capital Ltd partnership
I am always happy to discuss new ideas and opportunities.
Crafted with love by Sai vamshi