Improving the new way to Autopay
Led design to improve UPI Autopay set up experience, Increasing success rate by 32%.
Subscribe & Save Autopay
Only 20% of customers successfully set up Autopay with UPI. Most drop off within their UPI app (GPay, PhonePe, CRED, etc.).
I collaborated with product, research, and development teams to improve the success rate from 20% to 50%.
Research insights
Through interviews and user tests, we uncovered key reasons for Autopay setup abandonment. All issues surfaced when customers switched to UPI apps:
Am I paying ₹5,000 or ₹440 (subscription item price) now?
Customers were confused about why the UPI app displayed ₹5,000 instead of their subscription item price
Is this like a wallet? Will my money be blocked?
Many assumed ₹5,000 would be transferred to an Amazon wallet for future payments or blocked in their bank account.
₹5,000 is too much
Customers hesitated to authorize such a high limit when their subscription cost was only a fraction of that amount.
PSP
Review
UPI screen
Improving communication
Our research confirmed that unclear communication caused confusion about Autopay and limits. To address this, we focused on explaining:
What is Autopay?
Features of Autopay
₹5,000 Autopay limit and security
To address these gaps, we redesigned the Autopay setup experience, ensuring key details were surfaced at the right moment.
Autopay details
Collaborating with the payments team, I improved the Autopay setup message and explored ways to communicate Autopay details better.
Current experience
Improved message
Autopay features and details
Improved message
Autopay features and details
Autopay limit
Collaborating with the payments team, I explored 2 placements in the setup process to communicate the Autopay limit to customers.
Payment selection
UPI + Autopay limit
Review order
UPI app
Payment selection
UPI + Autopay limit
Review order
UPI + Autopay limit
UPI + Autopay limit
Payment selection
UPI
Review order
Autopay limit
UPI app
Payment selection
Review order
Autopay limit
Autopay limit
Payment selection
UPI
Autopay limit
Review order
UPI app
Payment selection
Autopay limit
Review order
Autopay limit
Why this flow?
As customers move through checkout, they often follow their usual payment habits, paying less attention to details. This flow disrupts that pattern to clearly communicate how Autopay is different.
The timeline to build and launch custom limits was longer than expected. So I focused on solving part of the problem, communication of Autopay limit.
Payment selection
Autopay limit
Review order
A step closer for UPI Autopay
After a 2 month experiment, we achieved our set up success target:
52% (+32%)
Successful UPI Autopay set ups
It’s not over yet
₹5,000 remains a high limit for many UPI customers. Building on this project’s success, our team is building tech for lower limits and a seamless increase limit experience.
Lower limits
Increase limit
Building trust with savings
Led design for lifetime savings with Subscribe & Save. Implemented in India and USA, increasing retention by 23%.
Simplifying upgrade at Twilio
Drove the vision and design for upgrade experience.
Simpler, faster, and compliant across the globe.
A new way to find gifts. Faster.
Designed a new way to identify the best gifts on Amazon. Easy, efficient and implemented in 6 other countries.
Improving the new way to Autopay
Led design to improve UPI Autopay set up experience, Increasing success rate by 32%.
Subscribe & Save Autopay
Only 20% of customers successfully set up Autopay with UPI. Most drop off within their UPI app (GPay, PhonePe, CRED, etc.).
I collaborated with product, research, and development teams to improve the success rate from 20% to 50%.
Research insights
Through interviews and user tests, we uncovered key reasons for Autopay setup abandonment. All issues surfaced when customers switched to UPI apps:
Am I paying ₹5,000 or ₹440 (subscription item price) now?
Customers were confused about why the UPI app displayed ₹5,000 instead of their subscription item price
Is this like a wallet? Will my money be blocked?
Many assumed ₹5,000 would be transferred to an Amazon wallet for future payments or blocked in their bank account.
₹5,000 is too much
Customers hesitated to authorize such a high limit when their subscription cost was only a fraction of that amount.
PSP
Review
UPI screen
Improving communication
Our research confirmed that unclear communication caused confusion about Autopay and limits. To address this, we focused on explaining:
What is Autopay?
Features of Autopay
₹5,000 Autopay limit and security
To address these gaps, we redesigned the Autopay setup experience, ensuring key details were surfaced at the right moment.
Autopay details
Collaborating with the payments team, I improved the Autopay setup message and explored ways to communicate Autopay details better.
Current experience
Improved message
Autopay features and details
Improved message
Autopay features and details
Autopay limit
Collaborating with the payments team, I explored 2 placements in the setup process to communicate the Autopay limit to customers.
Payment selection
UPI + Autopay limit
Review order
UPI app
Payment selection
UPI + Autopay limit
Review order
UPI + Autopay limit
UPI + Autopay limit
Payment selection
UPI
Review order
Autopay limit
UPI app
Payment selection
Review order
Autopay limit
Autopay limit
Payment selection
UPI
Autopay limit
Review order
UPI app
Payment selection
Autopay limit
Review order
Autopay limit
Why this flow?
As customers move through checkout, they often follow their usual payment habits, paying less attention to details. This flow disrupts that pattern to clearly communicate how Autopay is different.
The timeline to build and launch custom limits was longer than expected. So I focused on solving part of the problem, communication of Autopay limit.
Payment selection
Autopay limit
Review order
A step closer for UPI Autopay
After a 2 month experiment, we achieved our set up success target:
52% (+32%)
Successful UPI Autopay set ups
It’s not over yet
₹5,000 remains a high limit for many UPI customers. Building on this project’s success, our team is building tech for lower limits and a seamless increase limit experience.
Lower limits
Increase limit
Building trust with savings
Led design for lifetime savings with Subscribe & Save. Implemented in India and USA, increasing retention by 23%.
Simplifying upgrade at Twilio
Drove the vision and design for upgrade experience. Simpler, faster, and compliant across the globe.
A new way to find gifts. Faster.
Designed a new way to identify the best gifts on Amazon. Easy, efficient and implemented in 6 other countries.