Sharad Bhasin
2023
INDIAGOLD GOLD LOANS
Self Serve Request Section
My Role
UX Lead
Platform
Mobile App (ios, Android)
Main Project Goal
Enhancing User Experience to Reduce Complaints and Increase Loan Renewals and New Bookings
THE PRODUCT
Indiagold offers a fast and convenient solution for obtaining loans against gold assets, featuring instant disbursement with minimal documentation and hassle-free processing. With flexible repayment options, the platform ensures secure storage of pledged gold until the loan is repaid, making it an efficient choice for immediate financial needs.
Indiagold has around 23,500 customers using their services.
Problem Statement
The Challenge
The existing system relied heavily on customer support for loan requests, leading to delays, inefficiencies, and customer dissatisfaction.
How the Problem Affected Users and the Business
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Delays in Request Resolution: Manual workflows caused significant delays, frustrating customers.
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Lack of Autonomy: Users relied entirely on customer support for routine tasks, limiting their control.
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Transparency Issues: No real-time updates led to uncertainty and repeated follow-ups.
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Inconvenient Processes: Physical document submissions and in-person signatures made the process cumbersome.
Discovery
Background
This section within the app was highly anticipated and necessary, given that we previously relied solely on customer support for loan management and other requests. However, with the influx of new customers, the volume of phone calls has also increased significantly. This influx has adversely affected our ability to promptly clear requests, resulting in customer dissatisfaction due to the noticeable delays in the processing of their requests.
Existing ticket creation flow
User Interviews
We did telephonic conversation with around 10 customers who have active gold loan and raised tickets and interviewed 2 customer support team executives to know their part.
Research Insights
Customer's Feedback
Lack of Visibility of Created Tickets
Delay in rectification of tickets raised as its mostly manually done, to and fro of calls and messages.
Delay in Gold Delivery after loan maturity or pre mature closure.
Support Team Issues
Overburdened due to influx of calls.
Most Calls are just to take update of tickets.
Dependency on Loan Managers to get documents physically signed by customers, Delay in process.
Solution
Introduce a Requests Section in the app to address identified challenges.
Allow customers to directly raise requests such as:
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Loan Renewal
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Partial Withdrawal of Ornaments
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Loan Closure, and more.
Customer support will still be available when needed, but the focus will be on maximising self-service. In addition, this section will enable customers to perform actions digitally, eliminating the need for physical visits.
How that will help business?
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Prioritise New Customer Acquisition
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More retention & Renewals, & less pre-closures.
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Limit home visits to new loan bookings and loan closures (returning gold to customers).
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Avoid additional hiring in the backend teams (Customer Support, Loan Managers, etc.).
Our goal is to simplify and expedite the request process, ensuring a smooth and convenient experience for our customers.
Goals
Based on these insights, we defined the key solution elements:
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Easy Request Creation - Simplifies the request process to reduce support calls. Self-Serve Process Empowers users to manage their requests independently.
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Real-Time Tracking - Provides updates to minimize follow-up calls to the support team.
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Digital Documentation - Eliminates the need for loan managers to visit customers for signatures.
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Gold Delivery Scheduling & Tracking - Ensures safe and secure gold delivery upon loan closure.
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Positive Reviews & Feedback - Encourages users to share positive feedback to boost app ratings.
User flow
We revised the user flows to incorporate the new request creation flow.
Wireframes
Created hand-drawn wireframes as a foundational step before transitioning to the design phase.
Designs
Request Creation
User Journey
The Results
