CRED ONBOARDING

focus area

PRODUCT DESIGN

BRAND DESIGN

PRODUCT STRATEGY

TEAM

siddharth

NANDINI GANGAL

HAREESH TR

As a members-only app, CRED's onboarding has evolved over the past three years to accommodate millions of users, a growing business, and new product offerings. 

It is a platform that helps us in communicating our core value props along with guide them through a tightly driven gating flow.

CRED ONBOARDING

focus area

PRODUCT DESIGN

BRAND DESIGN

PRODUCT STRATEGY

TEAM

siddharth

NANDINI GANGAL

HAREESH TR

As a members-only app, CRED's onboarding has evolved over the past three years to accommodate millions of users, a growing business, and new product offerings. 

It is a platform that helps us in communicating our core value props along with guide them through a tightly driven gating flow.

CRED ONBOARDING

focus area

PRODUCT DESIGN

BRAND DESIGN

PRODUCT STRATEGY

TEAM

siddharth

NANDINI GANGAL

HAREESH TR

As a members-only app, CRED's onboarding has evolved over the past three years to accommodate millions of users, a growing business, and new product offerings. 

It is a platform that helps us in communicating our core value props along with guide them through a tightly driven gating flow.

CRED ONBOARDING

focus area

PRODUCT DESIGN

BRAND DESIGN

PRODUCT STRATEGY

TEAM

siddharth

NANDINI GANGAL

HAREESH TR

As a members-only app, CRED's onboarding has evolved over the past three years to accommodate millions of users, a growing business, and new product offerings. 

It is a platform that helps us in communicating our core value props along with guide them through a tightly driven gating flow.

CRED ONBOARDING

focus area

PRODUCT DESIGN

BRAND DESIGN

PRODUCT STRATEGY

TEAM

siddharth

NANDINI GANGAL

HAREESH TR

As a members-only app, CRED's onboarding has evolved over the past three years to accommodate millions of users, a growing business, and new product offerings. 

It is a platform that helps us in communicating our core value props along with guide them through a tightly driven gating flow.

CRED ONBOARDING

focus area

PRODUCT DESIGN

BRAND DESIGN

PRODUCT STRATEGY

TEAM

siddharth

NANDINI GANGAL

HAREESH TR

As a members-only app, CRED's onboarding has evolved over the past three years to accommodate millions of users, a growing business, and new product offerings. 

It is a platform that helps us in communicating our core value props along with guide them through a tightly driven gating flow.

ILLUSTRATION

JIBIN JOSEPH

MIDHUN MOHAN

ABHISHEK BALAN

MOTION DESIGN

JIBIN JOSEPH

MIDHUN MOHAN


DEVELOPERS

PRATEEK

NIKUNJ SHARAM

ILLUSTRATION

JIBIN JOSEPH

MIDHUN MOHAN

ABHISHEK BALAN

MOTION DESIGN

JIBIN JOSEPH

MIDHUN MOHAN


DEVELOPERS

PRATEEK

NIKUNJ SHARAM

ILLUSTRATION

JIBIN JOSEPH

MIDHUN MOHAN

ABHISHEK BALAN

MOTION DESIGN

JIBIN JOSEPH

MIDHUN MOHAN


DEVELOPERS

PRATEEK

NIKUNJ SHARAM

ILLUSTRATION

JIBIN JOSEPH

MIDHUN MOHAN

ABHISHEK BALAN

MOTION DESIGN

JIBIN JOSEPH

MIDHUN MOHAN


DEVELOPERS

PRATEEK

NIKUNJ SHARAM

ILLUSTRATION

JIBIN JOSEPH

MIDHUN MOHAN

ABHISHEK BALAN

MOTION DESIGN

JIBIN JOSEPH

MIDHUN MOHAN


DEVELOPERS

PRATEEK

NIKUNJ SHARAM

ILLUSTRATION

JIBIN JOSEPH

MIDHUN MOHAN

ABHISHEK BALAN

MOTION DESIGN

JIBIN JOSEPH

MIDHUN MOHAN


DEVELOPERS

PRATEEK

NIKUNJ SHARAM

MY ROLE IN THIS PROJECT

I was brought in to work on the onboarding charter in 2022, shortly after it underwent a major design overhaul. Initially, I focused on implementing design changes, enhancing the user funnel, and optimising the core reward redemption loop. Following that, I co-led two significant revamps of the onboarding flow, enabling us to effectively scale and meet evolving business needs as well as user requirements.

I joined the onboarding charter in 2021, just as my manager, Nandini, had spearheaded the latest design revamp. By that time, my tenure at the company had provided me with a thorough understanding of the project's and org’s requirements. From 2021 to 2023, I progressed from implementing hygiene changes to co-leading two major revamps during various phases of the company's growth.

DRAG

DRAG

DRAG

After the initial revamp , I took charge of the execution, focusing on hygiene improvements and conducting experiments alongside my Product Manager and my Design Manager.

EARLY DAYS

2020 0nwards

Me and my PM, Shubham spent our time coming up with low hanging experiments that helped us validate our hypothesis of any change we thought would cause a positive delta in funnel conversions.

Following the major revamp, our next steps primarily involved monitoring the user flow for funnel anomalies, which could range from less visible CTAs to gaps in user communication. We optimised and closely studied our key funnels since the first-time user experience significantly affects retention. Gaining deeper insights into customer behaviour was crucial before considering further major adjustments to the flow.

INTRODUCING THE INTERCEPT

2020 0nwards

The most crucial element of the onboarding flow was the reward redemption flow. We introduced a payment intercept at the end of the flow to prompt user to nudge users to make their credit card bill payments and experience the core reward loop. 

This helped us boost key business and NPS metrics.

Following the major revamp, our next steps primarily involved monitoring the user flow for funnel anomalies, which could range from less visible CTAs to gaps in user communication. We optimised and closely studied our key funnels since the first-time user experience significantly affects retention. Gaining deeper insights into customer behaviour was crucial before considering further major adjustments to the flow.

The payment intercept was a crucial screen in our funnel. We invested significant time experimenting with different elements and layouts visually with different types of communication.

NEO POP REVAMP

In 2021, our company underwent design and brand evolution, we focused on expanding the existing design system and developing scalable tech solutions.


We took a strategic call to save major architectural overhaul for later and only reskinned the entire flow to the new style. 

Since development resources were already allocated for these changes, we prioritised enhancing the Payment Intercept screen.

Neopop, as a style, offers enhanced flexibility, allowing for greater visual impact within the flow. Considerable attention to detail was devoted to crafting the illustrations and animations to enrich the user experience.

Over the past two years, we had collected sufficient data to solidify the major changes we aimed to implement. With a clearer outlook on the business's future evolution, we were in a position to develop a flow that would scale effectively in the upcoming phases of the company.

MAIN REVAMP

Over the years, a lot of experiments and patch fixes had let to a disconnect in the storytelling of the app. It was imperative that we brought a sene of delight and exclusivity to a member only app.
at the same the aim was to to design the flow to be modular and flexible, facilitating rapid experimentation and simplifying developmer maintenance.

MAIN REVAMP

The majority of enhancements were made to increase the user’s understanding of the core loop of the app , which is “ Pay your bills → Earn CRED coins → Claim Reward.
We visually lightened up the screens, highlighting the key steps the user goes through in the onboarding flow. We optimised the screen to feel like UI but as a conversation between the brand and a new member.

MAIN REVAMP

We introduced key moments in the flow like Coin Gift Credit and Card fetching sequence to increase narrative strength and also bring transparency of the flows.

One of our key focus areas was to reimagine the animations within the flow. Jibin, Midhun, and TR spearheaded this initiative by reevaluating the pacing and visual style of the Lottie animations, and enriching the user experience with the addition of elements like haptics and audio effects.

As the compnay grew , we tweaked our gating criterias to filter out eligibke users more efficiently. To ensure proper gating for a wide array of users, alternate criteria steps like CUPI setup , ‘Report Not Found” flow and better waitlist screens.

Historically we had seen that highlighting the onboarding reward lead to better conversions and NPS. 

This was ensured via an informative and visual flow of reward credit and claim.

LEARNINGS

Apart from a lot of buisness and user learnings, my biggest takeaway was the number of steps becomes secondary if your flows follow a tight and engaging narrative and delightful presentation on top with it.


I also learned how tech and design communicates. Ensuring design quality while giving ample tech and product flexibility was a fun and helpful learning.

CLOSING THOUGHTS

CRED Onboarding was one of my favourite projects, primarily for two reason. One, the responsibility and the weight it carried as a business vertical in the org. I loved working with this pressure and it made the rewards even more gratifying. Secondly, the kind of trust and faith put in me by my leads. It helped me take big swings and approach this project from an unconventional angle. 

Credits to the best, Nandini gangal again.

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