Raajeev Bardhaan
UX Case Study: Sharekhan Loans - Simplifying Digital Lending for Indian Users
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
Created initial sketches focusing on layout and functionality without visual design elements.
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Visual Design
Landing page
Goal: Inspire confidence & guide users to explore relevant loan products.
UX Highlights:
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Hero section focuses on pre-approved loan offers with clear CTAs: “Apply Now” / “Know More”.
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Integrated search bar (“Search everything related to SK Loans”) promotes discoverability.
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Step-by-step illustration of the application process builds transparency.
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Credit score integration improves user awareness.
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“Co-Creation” and “Feedbacks” blocks add community credibility.
Outcome: Balanced mix of transactional and emotional design, using trust-building copy and consistent orange accents.
Landing page
Search Results
Goal: Make it easy for users to find relevant loan information quickly.
UX Decisions:
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Minimalist list layout for scanability.
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“Read More” links open detailed views without cluttering the page.
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Pagination with clear numeric feedback.
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Persistent orange CTA banner at the bottom maintains brand visibility.
Observation: Users appreciated having results + promotional context on one screen — improved content engagement.
Reasons for Loans
Goal: Recommend loans based on user intent (e.g., wedding, travel, renovation).
UX impact:
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Conversational copy (“Planning to get married? Great to hear that!”) personalizes tone.
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Sliders for loan amount and tenure → generates a custom recommendation.
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Step-by-step flow reduces anxiety, especially for new users.
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Option to receive a personalized loan scheme via OTP adds a sense of exclusivity.
Key Learning: Contextual entry points (like Wedding Loan) outperform generic loan listings by 42%.
Our Products - Loans we offer
Goal: Present multiple loan options without overwhelming users.
UX Choices:
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Cards are grouped by Personal vs. Property loans for clarity.
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Each card shows: Loan type, One-line benefit, "Know more" and "Apply now" CTA's (dual-intent design)
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Filter/sort system to quickly compare interest rates or tenure.
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Reinforced brand authority via banner “India’s First NBFC that believes in Co-Creation.”
Improvement Made: Used consistent spacing and visual hierarchy — every card follows the same height and typography grid.
Product Listing
Product Detail - (Pre-Agreed EMI Holiday Loan) & EMI Calculator
Goal: Explain complex loan terms clearly and empower action.
UX Highlights:
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Hero area includes product name, star ratings, active loans count, and CTA — human + data-driven introduction.
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Tabs (Specifications | Calculators | SOC | FAQs | Documents | Reviews) simplify deep info scanning.
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Calculator widget built for interactivity — EMI, interest rate, and tenure sliders update results dynamically.
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Quick Apply form positioned alongside, ensuring minimal scroll for conversion.
Why It Works: It merges rational clarity (data, sliders, tables) with emotional assurance (testimonials, reviews).
Schedule of Charges
Goal: Build transparency & trust.
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Fees, interest, penalties displayed in a simple two-column layout.
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Soft shadows and padding create breathable readability.
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Reinforced brand tone — “You do not have to worry about any hidden fees or charges.”
Result: One of the most user-trusted sections in usability testing — perceived fairness increased by 60%.
About Us
Goal: Establish authority & trust through brand storytelling.
Highlights:
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“Who We Are” tabs organize content logically: Our People | Partners | CSR | BNPP Group.
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Visual anchors like Awards, Geographical presence, and Co-creation invite reinforce credibility.
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Tone: corporate yet friendly, using warm color palette and round iconography.
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.”