Digital world, Traditional values

Elevating gold loan discovery experience

Project Overview

Rupeek set out to transform the gold loan experience, making it more convenient and less time-consuming for customers. Our comprehensive research approach led to a significant increase in conversion rates, enhancing both user satisfaction and business outcomes.

Research Process

Customer Journey Mapping

• Immersed ourselves in the customer’s journey to uncover their needs and pain points.
• Identified key moments and motivations that drive the decision to apply for a gold loan.

Usability Testing

• Conducted scenario-based usability tests with potential customers.
• Observed user interactions with the website to identify usability issues and areas for improvement.

Design Collaboration & A/B Testing

• Analyzed insights to reveal gaps in user understanding and language.
• Facilitated a workshop with the design team to brainstorm and develop innovative design solutions.
• Validated the effectiveness of these changes through A/B testing.

Impact

• Ads: Developed content that resonated more deeply with the target audience, addressing their specific needs and concerns.
• Landing page: Enhanced user interface and experience, addressing identified pain points, making the site more intuitive and user-friendly.
• Conversion flow: Streamlined the application process, resulting in better quality conversions.

                           “It’s family gold; it can’t be done

                                with just a click of a button.”