Simplifying IMPS Transfers for Effortless Banking

Client

Bank of Baroda - It is second largest public sector bank in India

Collaborators

1 UX Researcher, 1 UX Designer, 1 Product Manager, 2 Senior UX Designer,  3+ Developers, and a Business Analyst, working closely with stakeholders from BOB

Project Type

Fintech

B2B Banking

Mobile Payments Native App

Transaction UX

Timeline

5 months

My Role

UI Execution & Iterations, Feedback Implementation, Cross-Functional Collaboration, Research Assistance, UX Audits, User Flow Creation, Interaction & Visual Design, Prototyping

Team
The Goal

Improve IMPS transfers by simplifying the dashboard and fund transfer flow to reduce transaction drop-offs

What is IMPS

IMPS (Immediate Payment Service) is India’s 24x7 real-time bank transfer system, allowing users to instantly send up to ₹2 lakh (approx. $2,400 USD) per transaction

Success Metrics

IMPS transaction drop-offs reduced by 50%, enabling 7.5 million users to complete transfers smoothly within just 3 months

How were these metrics measured?

Metrics were sourced from Bank of Baroda’s post-launch analytics; validated qualitatively through usability testing

The Challenge

50% of 10M+ active users failed to complete external fund transfers via IMPS

During the requirement gathering sessions, prioritizing the “Accounts” section out of the five key areas was a strategic business decision

Save
Borrow
Accounts
Shop & Pay
Invest
65% of app traffic came from the Accounts section, used to check balances and make transfers, making it key to improving IMPS success
Validating Focus Areas With Customers & Staff
Participants: 15-20
Session Type: Open ended discussion with 1-1 user
Session Time: 40-45 mins
Session Medium: bob Branch, Mumbai / Microsoft Teams
What We Learned from Stakeholders
Key features were missing
Account overviews were missing
Transfer methods confused users
IMPS issues drove in-person support
Auditing for Friction Points
Home Dashboard
Key actions were buried under irrelevant details
Fund Transfer Dashboard
No clear guidance on transfer methods
Confirm Transaction
Crucial info lacked structure and confirmation clarity
The audit and interviews revealed two clear opportunities to guide our design focus
Surface key actions on Home & Transfer dashboards to reduce drop-offs
Simplify IMPS with clear steps, prompts, and confirmation feedback
Auditing for Friction Points
Clear card sorting
Provided clear account summary
Prioritized essential transfer options
Structured fields with contextual prompts
Clear success feedback with detailed summary
Final Designs
Relevant MVP actions prioritized upfront
Clear hierarchy with labeled accounts
"View all accounts" CTA added for quick access
Cleaner bottom navigation with clear labels
Stronger card sorting with logically grouped features
Savings
Stronger card sorting with logically grouped features
OD ACCOUNT
Masked details with clear account type & balance
CURRENT ACCOUNT
Brand colors retained for trust and consistency
CASH CREDIT
Gradients aid account distinction
Quick actions for faster transfers and frequent tasks
Prioritized key transfer methods in a clean, icon-based grid
Beneficiaries preview added for quick access
Clear input labels for faster entry
Beneficiary details shown upfront for clarity and trust
Default account pre-selected for faster action

Fund Transfer Walkthrough

Reflections

Ground level insights with stakeholders deepened my understanding of user pain points

Understanding business decisions behind design shaped my problem-solving approach

Every iteration taught me to stay curious, refine boldly, and uplight my visual craft

the BOB team
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