Introduction
OneCode is an agent-led distribution model that allows our users to recommend and sell various financial products to people in their network in order to earn commission.
My Role
Contributed as a freelance Product Designer, driving data-informed design and refining user experiences to improve onboarding and feature adoption.
Applied agile design thinking to ship features quickly, playing a key role in helping the product reach product-market fit and scale from 90K to 125K users within 8 months.
Problem
Traditional financial services often struggle to reach remote areas due to limited accessibility, awareness, and trust. The goal was to create a system that enables local sellers to educate their communities about financial products while earning incentives.
Understand the context, and the next steps will be very clear & effortless.
A system designed to educate, empower, and incentivize users to help their communities achieve financial goals.
An affiliate-led financial
products distribution platform
Introducing our founding user:
"Mukesh"
Let's take a look at Mukesh's journey from the start.
Open app
Choose category (Credit card, Loans etc,.)
Choose product (Discover, Amex, Kotak etc,.)
Select customer for application
Share referral link
Track lead 🤯
Earn for successful application
Tracking each lead took 4-7 days, and Mukesh had several questions about the system.
User completes
the sale
Organization
finds the lead
Reports to
the bank
Bank verify
and approves
User will be
incentivized
Day-1
Day-2
Day-3
Day-4
Day-5
Day-6
Day-7
User (Mukesh) questions:
Where to find my customer information and leads?
Who will help if my customer has pending items in application?
How to manage my customers and search quickly to access leads?
What were the challenges in the first iteration of the released design?
The previous system used only
static notifications, keeping users
uninformed about their customers
application status.
Customer/lead details are barely
visible on the card.
Users had to follow up with ZET
customer care to complete each
pending lead 🤯 🤯 🤯
Multiple notifications for a
single lead
Gaining valuable insights into the underlying challenges from stakeholders.
CUSTOMER SERVICE TEAM
Struggled to manage pending leads and calls while coordinating with the operations team.
OPERATIONS TEAM
Faced difficulties in communicating with banks about pending leads and providing support to the customer service team.
PRODUCT TEAM
Concerned about the 12% churn rate, despite continuous user growth.
BUSINESS TEAM
Highlighted that losing one user equates to a $2,500 annual revenue loss, emphasizing the financial impact of churn.
Building positive relationships with Mukesh and other users helped me develop deeper empathy and understanding.
Play store analytics review
User logs & Event tracking
Think-aloud sessions
Focus groups & field interview analytics review
Dairy studies (Learning about their daily activities)
Aligning goals prior to designing the feature
To ease the workload on our teams, we first launched the "Lead Progress" feature.
Bridging the Gap: Empowering Remote Communities with Financial Services
A game-changing CRM feature designed to boost lead conversion by incentivising users for selling financial products.
TIMELINE
Sept 2022—Apr 2023
PLATFORM
Mobile
MY ROLE
Product Designer (Freelance)
DELIVERBALES
Usability Testing, Stakeholder
Interviews, Research data analysis,
User flows, Information architecture,
Mockups, Prototyping, Interaction
and Visual design
TEAM
2 Product Designers
3 Product Managers
7 Developers
2 Operations
2 Customer service
Before
After
Moved profile section to the top header section
New addition: Users are now required to add customer details before making referrals, enabling the operations team to track them more efficiently in the backend.
Static notifications were replaced with the 'Lead Progress' feature, empowering users to make informed decisions in real-time.
Additionally, a chatbot was introduced to handle lead-specific queries, seamlessly connecting users with the customer service team.
Mukesh
"Managing a network of 3,500+ customers is a challenge," Mukesh shared during user testing.
He’s our founding user, managing a network of 3,500+ customers as of 2021. By maintaining a daily journal to track his activities on the app, he provided valuable insights that led me to recognise the need for a CRM system during our design testing.
Name: Mukesh Mehta
His journey: https://www.youtube.com/watch?v=cb6vJGdRApI
I simplified Mukesh's workflow by integrating the CRM feature, enabling him to efficiently manage his leads and network in one place.
I merged the Customers feature into the Leads tab and Home screen, allowing users to quickly access and manage their leads more efficiently.
80% Faster
Agents can Onboard
New Customers Seamlessly
Simplified & Efficient
Manage Customer Profiles with Ease
Instant Access
Quickly Find Customers
When You Need Them
Now, let's see Mukesh's journey again
User completes
the sale
Organization
finds the lead
Reports to
the bank
Bank verify
and approves
User will be
incentivized
Day-1
Day-2
Day-3
Day-4
Day-5
Day-6
Day-7
Impact
Churn rate dropped from 📉 12% to 8%
Boosted training session attendance from 45% to 85%+, directly improving user activation
Daily active users grew from 📈 90K to 125K in just 8 months
Earnings Boost for Users: Sellers consistently achieved successful sales, earning an average of 💰 ₹12K to ₹20K per month.
Performance Highlights: A few impactful metrics that I’m truly proud of. 🚀
Lessons Learned:
Takeaways that will guide me for a lifetime
Ship fast, ship often – Iteration is key to building impactful products.
Focus on the user, and everything else will follow – User needs should drive every design decision.
Navigating through one-week sprints – Adapting to rapid execution while maintaining quality.
Embracing the challenges of catering to a non-tech-savvy user base – Simplifying complex workflows for better adoption.
Design decisions may not be immediately effective, but understanding grows with maturity – Patience and continuous learning refine better solutions.
Thank you for reading! Hope you enjoyed exploring my design journey and thought process.
