Role
Lead Product Designer
Timeline
18 months
Impact
+12% conversions
Introduction
Paytm Money's Bonds product had strong fundamentals but a steep learning curve. Users were dropping off in the discovery flow before understanding what a bond even was. We rebuilt the surface from scratch to make the first-time experience feel obvious, calm, and safe.
Impact
2.4x
First-time buyers vs baseline
500+
New DIY investors per week
Three campaign phases
We split the funnel into Awareness, Launch, and Conversion. Each phase had its own visual system and its own success metric.
Phase 1
Awareness
Static and animated placements across Paytm's home surfaces. We tested six creative variants and shipped the two with the strongest tap-through.
Phase 2
Launch Week
A dedicated in-app takeover ran for 7 days. Green accents pulled directly from the Paytm brand kept the launch feeling native.
Phase 3
Conversion
Post-launch we shifted to precision — targeted nudges to users who had opened a bond but not completed a purchase.
Iterations & Growth learnings
Every two weeks we tore down what wasn't working. The biggest unlock: leading with a real yield number, not a marketing headline.