Case Study

Driving Higher Autopay Adoption with Research-Led Experience Redesign

Industry

FinTech / Financial Services

Location

United States (Bay Area)

Our Contributions

UX Research, Experience Design, Product Strategy, UI/UX Redesign, Customer Journey Optimization

Technologies

Analytics-Driven Insights, Behavioral Design Frameworks, Data-Led Experience Optimization

A Bay Area-based fintech company set out to improve customer engagement and repayment behavior by redesigning its digital experience. Coforge led a research-driven transformation to better understand user needs, simplify repayment journeys, and create more transparent and personalized financial interactions. By aligning product design with real user behavior and business goals, the organization significantly increased autopay adoption, reduced loan delinquency rates, and enhanced overall customer satisfaction and operational efficiency.

Transformation Timeline

User Challenges Identified

Understanding financial stress and repayment behavior of target personas.

Research & Strategy Defined

Customer insights and KPIs established to guide product direction.

Experience Design Initiated

Low and high-fidelity designs created and validated through user testing.

Development & Launch

Designs implemented with full documentation and iterative improvements.

Continuous Optimization Enabled

Analytics-driven insights used to refine user journeys and outcomes

Drag

The Challenge

The fintech organization aimed to deliver transparent, accessible, and personalized financial products to a diverse user base, including debt-burdened borrowers and individuals with stable incomes. However, existing user journeys were not optimized to support seamless repayment experiences or to encourage proactive financial behaviors, such as the adoption of autopay.

Users often struggled to manage high-interest debt and navigate repayment workflows, leading to lower engagement and higher delinquency rates. The organization needed to better understand its target personas, redesign user experiences to align with their needs, and create a more intuitive and supportive financial journey.

Without a research-driven redesign, the company risked continued low adoption of key features, reduced customer satisfaction, and increased operational inefficiencies.

Our Approach

Customer-Centric Problem Definition

Defined business goals, target personas, and KPIs to align design efforts with measurable outcomes and real user needs.

Research-Led Design Strategy

Conducted generative research, including user interviews, surveys, and contextual inquiries, to uncover behavioral insights and inform design direction.

Iterative Experience Design & Validation

Developed low-fidelity concepts to explore ideas, followed by high-fidelity designs validated through user testing to ensure usability and effectiveness.

Continuous Improvement Framework

Enabled a feedback-driven design process with analytics to monitor performance, uncover insights, and continuously refine user journeys post-launch.

Partner / Technology Ecosystem

Powered by a research-led design approach combining analytics, user research methodologies, and iterative product design frameworks.

Impact to Date

25%

Increase in autopay activation

50%

Reduction in loan delinquency rates

Improved

User satisfaction and engagement