Bridging the Digital Divide
Everyone knew about GPay. But cash-first users and merchants didn’t see why they should change what already worked.
GPay had successfully simplified digital payments, particularly among early adopters in metro cities. However, this momentum wasn't translating to the next 100 million users.
Despite high awareness and a functional product, cash-first users and small merchants weren't embracing digital transactions. The core benefits that appealed to tech-savvy individuals weren't resonating with those accustomed to cash, posing a significant hurdle to broader adoption.
The Problem
GPay's seamless experience wasn’t driving wider adoption.
The Breakdown
We uncovered the barriers hindering GPay's growth. Having observed over 3,000 transactions and speaking with users across six tier-2 cities, we found three critical gaps:
Cash transactions offer a tangible sense of control and trust that digital payments lacked.
New users overweighed the risks of linking bank accounts without early, successful experiences.
Merchants viewed GPay as just another UPI app, not a tool to enhance their business.
System of Solutions
We integrated visual and auditory cues
to simulate the completeness of a
cash transaction, making digital payments feel secure and reassuring.
We designed intuitive UX flows that facilitated safe and easy first-time payments, to build confidence and encourage users to link their bank accounts.
We repositioned GPay as a
business enabler, introducing features like customer insights, offers, and increased visibility that extended beyond basic payment processing.
Multi-purpose Gadgets: Give shopkeepers more reasons to keep GPay scanners on the counter.
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