Raajeev Bardhaan
UX Case Study: Sharekhan Loans Mobile App
Project Overview
When I started working on Sharekhan Loans, my goal was clear — to make borrowing money online feel simple, transparent, and human.
The existing website had strong financial credibility but lacked empathy in its design. For most users, the loan journey felt intimidating, technical, and cold. I wanted to change that — to make it feel like guidance, not a transaction.
Project Duration: 6 Weeks
My Role: UX/UI Designer (End-to-End)
Tools Used: Figma, Illustrator, Miro, Notion
Deliverables: User Research, Personas, Information Architecture, Wireframes, High-Fidelity Designs, Usability Testing
The Problem
During my initial audit, I realized the Sharekhan Loans website suffered from common issues found across most lending platforms in India:
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Too many loan types with unclear differences..
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Complex jargon that alienated users.
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Hidden or hard-to-find information about fees and eligibility.
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Lengthy forms that caused high abandonment.
It became clear that the core problem wasn’t about missing features — it was about missing clarity and trust.
“Users struggle to identify the right loan and hesitate to apply because loan websites are product-focused, filled with jargon, and lack transparency about costs.”
So my guiding question became:
How might we make the process of discovering and applying for a loan feel simple, transparent, and reassuring?
Empathize - Understanding Users
Money is deeply emotional — and taking a loan is often a mix of hope, fear, and uncertainty.
Before designing any screen, I needed to understand what users really feel when they think about loans.
Primary Research
User Interviews
I conducted 12 one-on-one interviews with people from different walks of life
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5 Salaried Professionals (Ages 25–40)
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4 Small Business Owners / Self-employed
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3 Students & Young Aspirants
Each conversation lasted around 40 minutes. I avoided corporate questions and instead focused on their emotions, behaviors, and frustrations.
Some questions I asked:
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Have you ever applied for a loan online? How was the experience?
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What makes you trust or mistrust an online lender?
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When do you decide to stop filling out a loan form?
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What would make you feel comfortable applying online?
Key quotes from users:
“I get scared of hidden charges. I never know what I’m really paying.”
“If I could just pick a reason — like Wedding Loan or Education Loan — that would be easier.”
“I stop filling forms when they ask for too much personal info too soon.”
These stories revealed that the problem wasn’t with digital literacy — it was with clarity and emotional safety.
Usability Observation
To understand interaction pain points, I conducted usability sessions with 8 participants using the old Sharekhan Loans website.
I gave them tasks like:
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Find a suitable loan for a wedding.
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Use the EMI calculator.
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Try to start an application.
What I observed:
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Users couldn’t tell which loan suited them.
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The EMI calculator didn’t show total payable or fees.
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The “Schedule of Charges” page was buried deep in navigation.
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Everyone hesitated when the form asked for PAN upfront.
Their frustration wasn’t with the product — it was with how it was presented.
Online Survey
To validate these findings quantitatively, I ran an online survey with 150 participants across Mumbai, Pune, Delhi, and Bangalore.
Competitor Benchmark
I analyzed five leading loan websites — HDFC, Bajaj Finserv, Tata Capital, BankBazaar, and PolicyBazaar.
Finding
Most competitors felt functional but not human — there was a huge gap for a trust-based, empathetic lending experience.
Empathy Insights Summary
After synthesizing all data, five insights stood out:
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Users think in life goals, not financial terms.
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Transparency builds instant trust.
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Simplicity in flow reduces drop-offs.
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Friendly tone and visuals humanize finance.
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Visual hierarchy improves comprehension.
User Personas
Creating personas helped me transform abstract data into real, relatable people.
Each persona represented a major audience group using Sharekhan Loans.
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Define - Framing the Real Problem
After weeks of notes and sticky walls, I asked myself:
"What's the real problem we are solving here?"
The answer was clarity - or rather, the lack of it.
Problem Statement
“Users struggle to identify the right loan and hesitate to apply because the website focuses on products, not people — using complex terms, hidden costs, and lengthy forms that erode trust.”
How might we...
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How might we make discovering a loan feel effortless and personal?
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How might we make fees and costs visible at a glance?
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How might we simplify the application process?
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How might we make the tone feel friendly, not formal?
These questions shaped the creative direction that followed.
Ideate — Generating Solutions
Armed with clarity, I began exploring solutions on paper.
I wanted to design an experience that mirrored how people think
Key Ideas
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Goal - Based Discovery: Introduce a “Reasons for Loan” section (Wedding, Education, Business, Travel, Renovation).
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Transparent Calculator: Display EMI, interest, total payable, and fees — all on one screen.
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Simplified Application: Redesign the long form into a 3-step guided flow with progress bar.
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Trust & Transparency: Bring SOC and eligibility info above the fold.
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Friendly Microcopy: Use comforting tone — “Let’s check your best-fit loan.”
Information Architecture
User Flow
Wireframes
Visual UI Designs
Visual Design System
Test - Validating Design with Real Users
Once the prototype was complete, I tested it with 10 users — 5 returning participants and 5 new ones.
They performed real tasks like finding a loan, calculating EMI, and starting an application.
Usability Results
User Feedback
“Now it feels like the website understands meThey performed real tasks like finding a loan, calculating EMI, and starting an application.
“It looks trustworthy and easy — not like a typical bank site.”
Outcome
The new Sharekhan Loans design turned a complex financial site into an approachable, trustworthy experience.
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Loan discovery time reduced by 56%
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Form completion increased by 29%
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User trust improved by 29%
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Overall engagement and repeat visits rose significantly
Key Learnings
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Trust is a design element. It can be built through clarity, tone, and transparency.
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Simplicity drives confidence. Users apply faster when they understand every step.
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Empathy over aesthetics. The goal wasn’t just beauty — it was emotional comfort.
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Microcopy matters. A single friendly phrase can reduce anxiety.
“Good UX doesn’t just make people click — it makes them confident.”