Akshobhya R ✦ Product Designer

HOMEPAGE
REDESIGN

A reimagined home experience that surfaces CheQ’s products clearly, adapts to each user, and adds a playful rewards layer

CheQ is a FinTech app aiming to be a one-stop solution for credit management. With this goal, it was launched in 2023 and currently has over 300K users. We help users pay their credit card and utility bills, manage loans, and get personalized guidance to improve their credit score.

THE BRIEF

In 2023, the 1st version of the CheQ app was built as a simple solution to pay credit card bills seamlessly. The homepage focused on showing bill status and enabling quick payments.

Over time, as more products were introduced, they were added to the homepage as banners. This led to competing priorities, with Product Managers rotating which product received visibility since it directly impacted the top of funnel visits.

A more scalable solution was needed. One that could support existing offerings as well as new products in the pipeline.

2023

2024

My role in this project was researching, ideating, and designing the homepage experience.
The goal was to make the homepage support our product line, stay relevant to users, and still feel distinctly CheQ.

INTERIM SOLUTION

We urgently needed a solution for the problem of product visibility. A full redesign would take months, and every day of delay meant losing Lacs in direct and indirect revenue. At the same time, we had a major constraint. We couldn’t spend any additional development time or effort to implement the solution.

Luckily, the homepage was already built using a widget system. Across the CheQ app, we had multiple widget templates that could display backend powered images with configurable deeplinks. This meant we could rearrange and configure widgets on the homepage without involving engineering.

We started with a horizontal scroll widget that supported up to three tiles, and used it to display Utilities, Rent/Education, and Loan products. This immediately improved top-of-funnel visits as users now saw three products instead of one.

However, we noticed that the first two tiles received far more visibility than the third, which was hidden inside the scroll.

A week later, I reconfigured the layout into a 2x2 grid using a pair of 1x2 widgets. This allowed us to surface four products directly on the homepage without any scrolling.

The result was a significant lift. Visits to all four products increased, with an average rise of over 30% compared to earlier. For the first time, every product had steady visibility throughout the month without rotating placements.

STAKEHOLDERS

When this project began, I was just one month into CheQ. Beyond solving for product visibility, I wanted to understand how stakeholders perceived the homepage. Product visibility was the obvious challenge, but I knew that couldn’t be the only problem.

I spoke with stakeholders to learn what worked, what didn’t, and where the gaps were. These conversations gave me clarity on the business and product goals, and also helped me see how the homepage was supporting Marketing, Partner Management, and CX teams. I identified the areas where they felt constrained and where improvements could create impact.

PM: Utility Bills

Only 5% of the CheQ users visit the Utility. This being our Revenue driver, visits should be more!

Marketing

We are the most rewarding Bill payment app but that feeling is not evoked in the Homepage

PM: Credit Card Bills

After Sign up, we want users to also setup their Credit Cards. This way, we will be able to fetch their upcoming bills & personalise the experience for them

Only 25% of users make a payment after signing up. This conversion should be increased

We want users to pay bills every month. Our repeat rate should improve

"Pay Together" is our core UX feature. But we still see less clicks on it. This should be looked

PM: Wallet

Users initiating wallet KYC is less than 5%. This should increase

Partner Management

Can we get another section in the homepage to run ads? We require more impressions

USER RESEARCH

To complement stakeholder insights, I conducted targeted user research.

I drafted multiple cases based on different user flows and actions. Since we had a tight deadline with the app redesign launch scheduled for the first week of September, I couldn’t spend much time on extensive user interviews. Instead, I spoke with CheQ employees. While they might have some bias toward our product, they still represented diverse backgrounds across different income levels, product usage, and behavior patterns.

In addition, I ran surveys in Reddit and Facebook credit card communities. These helped me connect with highly reward-focused users and gather insights from a broader perspective beyond our internal team.

Are there any elements on the homepage that you find confusing or that you're not sure what they are for?

Huh?

Besides credit card bills, are you aware of any other services CheQ offers, like utility bill payments or loans?

Who are you?

You want to pay your electricity bill. Where on the homepage would you go to do that?

Excuse me?

What do you think is the value of CheQ Chips? What can you do with them?

Sir I will call the Police

FINDINGS

Trust & Clarity

First time users needed more clarity on what CheQ offers upfront.
Lack of personalized elements made the homepage feel generic and less relevant
For Eg: Someone who only uses CheQ for utilities still saw loan banners. This made the experience feel generic and less relevant.

Bill Box

80% of users appreciated having a fixed space on the homepage dedicated to all their bills. Whether or not a bill was pending, they liked knowing that the bill box was always in the same position, making it easy to find when needed.
However, the Utility bill paying users felt that the bill box not being provided makes them to visit the Utility tab to make the payment. The seamless experience of CCBP was missing for Utility

Homepage Perception

Users found the homepage cluttered and primarily focused on credit card bill payments & ads.
Other products felt hidden or irrelevant, even though they occupied prime space.
Users perceived most of the Product Banners as Ads since the content were generic irrespective of whether or not they signed up to a product

Rewards Expectation

Users perceive the value of CheQ chips to be lesser
Users think CCBP is the only way to earn Chips. When pointed out, some users said the rewards felt hidden behind actions instead of being called upfront

Motivation to Explore

Users admitted they rarely explored beyond their main use case unless there was a visible nudge or reward attached.

PROBLEM DEFINING

Based on my research, I defined four core problem areas to focus on

Rewards
Personalization,
Product Adoption, and
Habit formation

IDEATION

I led an ideation session with the cross functional PM's & Designers to ideate on solutioning for every HMW. We focused on coming up with more ideas in a given time & then scored it based on Impact vs Effort. Here are some of the key solutions we developed:

To validate these, I presented these ideas to a close user group & posed open ended questions to understand if they are likely to perform the intended action. This helped us filter out less effective ideas.

WIREFRAME

Using the prioritized ideas, I created high-fidelity wireframes for the new homepage.

I tested the wireframes with users across different personas to validate our ideas. During the sessions, I gave users tasks such as:

Pay a credit card bill
Add a utility bill
Find and understand reward options
Complete wallet KYC
Explore the homepage for something new

VERSION 1

VERSION 972347293874465297469

During testing, I observed and captured metrics on task success, time on task, and points of friction. One key learning was that users struggled to find the vouchers section. To solve this, I moved the section higher on the page, placing it in the second fold.

After re-testing with users, the time taken to find the vouchers section decreased by over 60%, confirming the improvement. These validated insights and design decisions became the foundation for the final interface design, ensuring every element was thoughtfully placed to support user goals and business needs.

INTERFACE DESIGN

The insights from user research and stakeholder feedback directly informed the new homepage design. The goal was to transform a cluttered, generic page into a dynamic, personalized, and rewarding experience. Here's how we did it.

August 2025 & Earlier

From September 2025

The original Bill Box was a basic widget that displayed only one credit card. Users had to navigate to another screen to see their Utility bills, adding unnecessary steps.

The redesigned Bill Box now displays up to four cards, providing an at a glance view of all upcoming bills.
A new "Pay Together" button not only simplifies the payment process but also proactively shows the exact amount of chips a user will earn, removing the mental friction of calculation and reinforcing CheQ's value proposition.
The most significant update is the inclusion of a dedicated section for utility bills, addressing a major user pain point and consolidating all bill management in one central location.

Our interim solution proved that a tile-based layout improved product discovery, but it lacked personalization. All users saw the same static banners, regardless of their needs or behavior.

The new Bento Layout is powered by a personalization engine. It dynamically arranges tiles to surface the products most relevant to each user. For example, a user who frequently pays utility bills will see the utility tile prominently displayed. The layout also ensures that a user is never shown products they're ineligible for or uninterested in.

Value Driven Content: Each tile clearly communicates the value to the user, such as the exact chip discount or offer. This makes the tiles feel like a personalized benefit, not a generic ad.

Smart Nudges: The Utility tile, for instance, strategically nudges users to "Add a Bill" instead of paying it directly. This low-friction entry point has been highly effective, leading to an 8% increase in users adding utility bills within the first week of launch.
Contextual Actions: A subtle scroll action appears on a tile when a pending action is available (e.g., a dropped loan application or a credit score refresh). This provides a quick access point for users and a powerful conversion opportunity for PMs.

Our AI-powered insights product, Wisor, struggled with visibility. Users perceived its homepage banner as an external advertisement, leading to low click-through rates.

We moved the Wisor insights directly onto the homepage, placing them right below the Bento layout. By integrating a "Wisor Insight" card into the flow of the homepage, we changed its perception from an ad to a core CheQ feature. This simple change led to a 12% increase in visits to Wisor in the first week.

The most valuable Chip redemption options, such as purchasing gift cards and vouchers, were buried deep within the rewards section, making them difficult for users to discover.

We now have a dedicated "Redeem your Chips" section on the homepage. This strategic placement allows both new and existing users to quickly discover the full value of their earned Chips. We received positive feedback from long-time users who stated they were previously unaware of these valuable redemption options.

Both users and stakeholders felt that CheQ's homepage didn't adequately communicate its full rewarding potential. The perception was that the only way to earn Chips was by paying credit card bills

A new section, "Earn more in CheQ," is now prominently displayed. Positioned after the user has seen the value of redeeming chips, this section is a contextual response to the thought, "I want more chips, how do I get them?" It showcases every available way to earn chips, encouraging users to explore other products and reinforcing CheQ's position as the most rewarding bill payment app.

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