Domain
Finance & Fintech
Geography
India
Platform
Mobile App
Services
Research, Strategy, Design
Design-led innovation simplifying payments for millions.
Razorpay Magic is a seamless payment solution designed to streamline online shopping by offering a one-click checkout experience. It uses pre-saved user data, such as addresses & payment methods, to simplify the process & enhance convenience for shoppers. This feature reduces cart abandonment, increases conversions & empowers businesses to provide a smooth, efficient checkout experience.
Razorpay collaborated with NetBramha Studios to redesign Magic’s checkout system, aiming to enhance both its functionality & user experience. With a strong reputation for user-centric design & process-driven solutions, NetBramha was tasked with addressing usability challenges, ensuring mobile optimization & delivering a visually intuitive interface. This partnership was essential to transform Razorpay Magic into an industry-leading product that supports both merchants & customers, offering a frictionless & efficient checkout journey.
Challenge
The redesign of Razorpay Magic faced several key challenges, including the need to establish a unique branding identity within a tight timeline. The project had a compressed schedule for planning, knowledge transfer & execution, requiring swift alignment across teams. Additionally, the design process was complicated by the absence of client feedback, which made it difficult to refine & iterate on design concepts. These constraints necessitated a highly efficient & focused approach to ensure the product met both business & user expectations while maintaining the quality of the final outcome.
Solution
NetBramha Studios approached the Razorpay Magic redesign by focusing on creating a seamless & intuitive checkout experience. The solution involved pre-filling user information such as addresses, payment methods & coupons, enabling a faster, frictionless transaction process. The team employed design thinking to prioritize user goals & pain points, developing clear personas, user flows & wireframes to guide the process. The final design was optimized for mobile, ensuring a smooth experience across devices. Additionally, Razorpay Magic’s integration capabilities, including native website/app support & third-party plug-ins were enhanced, allowing users to complete purchases with ease & confidence across various platforms.
Research
For the Razorpay Magic redesign, extensive user research was conducted to understand the needs, motivations & pain points of online shoppers. The research involved analyzing user behaviors across different platforms to identify common challenges faced during checkout, such as repeated entry of personal details & friction in completing transactions. Key insights were gathered through persona development & use case studies, which helped define user goals, expectations & frustrations. The findings were critical in shaping the design approach, ensuring that the final solution prioritized ease of use, speed & personalization, ultimately enhancing the user experience across various devices & platforms.
Pain points discovered
Repetitive
Data Entry
User frustration on manual data entry for each purchase
Slow
Checkout Process
Confusing layouts & poor visual hierarchy hindered task completion
Lack of
Personalization
Users had no motivation to return beyond basic money transfers
Cross-Platform
Inconsistency
The checkout experience was inconsistent across devices
Strategy
The strategy for the Razorpay Magic redesign focused on aligning user needs with business goals to create a seamless checkout experience. NetBramha Studios developed detailed user personas & mapped out user flows to understand the key touchpoints & potential pain points in the checkout journey. Navigation models were crafted to ensure an intuitive path for users, while high-fidelity wireframes were created to visualize the final product.
The strategy aimed to prioritize ease of use, personalization & efficiency, ensuring that every step of the checkout process was optimized for speed, simplicity & user satisfaction, while also supporting Razorpay’s goal of boosting conversions & reducing cart abandonment.
User-Centric Design
Focused on addressing user needs & pain points for a seamless experience.
Intuitive Navigation
Created clear user flows for quick, easier checkout transactions
Personalization
Enabled faster, personalized checkouts with saved data & coupons.
Design
Execution
The design execution for Razorpay Magic involved incorporating several key features & innovations to enhance the checkout experience. NetBramha Studios introduced a one-click checkout system, where pre-saved data such as addresses, payment methods & coupons were automatically filled in, reducing the time users spent on repetitive tasks. Cross-platform consistency was a priority, ensuring the checkout process was seamless across different devices & platforms, including mobile & desktop.
Another innovation was the Magic Checkout plug-in, which enabled Razorpay Magic to function on third-party websites, extending its usability beyond Razorpay-powered businesses. The team also designed an adaptive UI that optimized the experience for mobile users, making the checkout process 5x faster & improving overall user engagement. These innovations collectively streamlined the user journey, driving efficiency & enhancing the user experience.
Visual design
The visual design for Razorpay Magic focused on creating a clean, modern & user-friendly aesthetic. NetBramha Studios conducted mood board & logo research to ensure the design was aligned with Razorpay’s brand identity. The interface was designed to be visually intuitive, with a focus on clarity & simplicity. Colors, typography & icons were carefully chosen to enhance usability, while maintaining a professional & trustworthy look that resonates with both businesses & customers.
Outcome
The redesign of Razorpay Magic resulted in significant improvements in both user experience & business performance. The streamlined, one-click checkout process led to a 5x faster checkout for users, significantly reducing friction & boosting customer satisfaction. As a result, Razorpay saw a 20% increase in conversion rates post-launch. The cross-platform consistency & mobile optimization ensured a smooth experience across devices, enhancing engagement & encouraging repeat usage. Overall, the project successfully met its goals of reducing cart abandonment & improving the efficiency of the checkout process, ultimately driving growth for Razorpay & providing a competitive edge in the e-commerce payment space.
