Ruptok
Revamped Ruptok's site to boost accessibility, user experience, trust, and reduce gold loan stigma.
Year
2021-2022
Client
Ruptok
Project Overview
In India, gold loans are a crucial financial resource, especially for rural households, serving as a hedge against inflation and a quick cash source. The demand for gold loans surged post-pandemic due to job losses and business closures. The project aimed to ensure Ruptok's services reached a broad audience across India, providing a seamless gold loan experience.
Ruptok is a fintech platform providing doorstep Gold Loans at low-interest rates. My team was tasked with revamping their website, developing a digital credit card, and creating visuals for both the iOS App Store and Android Play Store. As the lead UX and UI designer, I focused on the landing page, setting the tone and theme for the entire website and digital services.
Research & Objective
As the Lead UX & UI Designer, my goal was to: Minimize the stigma associated with taking loans against gold, Reinforce trust in Ruptok's brand, website, and services, Create a user-friendly website that enables users across India to apply for new gold loans or transfer existing ones, combining modern design with traditional elements.
Stakeholder Interviews & Insights
Conducting stakeholder interviews allowed me to understand the roles and goals of business stakeholders within Ruptok, providing valuable insights into the product's objectives.out.
User Personas & Use Cases
I began by developing user personas to represent potential users, revealing that 80% of users held blue-collar jobs and 20% white-collar jobs. Use cases further defined these personas, detailing various scenarios that might lead users to seek a gold loan from Ruptok.
Competitor Analysis & Heuristic Evaluation
Analysing competitors' online presence helped identify their strengths and weaknesses, guiding the creation of a more user-friendly, accessible, and superior product and experience for Ruptok's customers.
Heuristic evaluation identified usability issues, helping to refine Ruptok's product for a more intuitive and seamless user experience.
Style Guide
Creating a style guide before the design phase ensured a consistent brand experience. This guide documented visual elements such as typefaces, colors, icons, interface components, and headings.
