Domain
Finance & Fintech
Geography
India
Platform
Mobile Application
Services
Research, Strategy, Design
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 and payment methods, to simplify the process and enhance convenience for shoppers. This feature reduces cart abandonment, increases conversions, and 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 and user experience. With a strong reputation for user-centric design and process-driven solutions, NetBramha was tasked with addressing usability challenges, ensuring mobile optimization, and delivering a visually intuitive interface. This partnership was essential to transform Razorpay Magic into an industry-leading product that supports both merchants and customers, offering a frictionless and efficient checkout journey.
Challenges
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, and execution, requiring swift alignment across teams. Additionally, the design process was complicated by the absence of client feedback, which made it difficult to refine and iterate on design concepts. These constraints necessitated a highly efficient and focused approach to ensure the product met both business and user expectations while maintaining the quality of the final outcome.
Solution
NetBramha Studios approached the Razorpay Magic redesign by focusing on creating a seamless and intuitive checkout experience. The solution involved pre-filling user information such as addresses, payment methods, and coupons, enabling a faster, frictionless transaction process. The team employed design thinking to prioritize user goals and pain points, developing clear personas, user flows, and 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 and third-party plug-ins, were enhanced, allowing users to complete purchases with ease and confidence across various platforms.
Our
Research
For the Razorpay Magic redesign, extensive user research was conducted to understand the needs, motivations, and 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 and friction in completing transactions. Key insights were gathered through persona development and use case studies, which helped define user goals, expectations, and frustrations. The findings were critical in shaping the design approach, ensuring that the final solution prioritized ease of use, speed, and personalization, ultimately enhancing the user experience across various devices and platforms.
Pain points
Discovered
Repetitive
Data Entry
User frustration on manual data entry for each purchase
Slow
Checkout Process
Time consuming checkout process leading to cart abandonments
Lack of
Personalization
Such as saved addresses and coupons that could fast track process
Cross-Platform
Inconsistency
The checkout experience was inconsistent across devices
Our
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 and mapped out user flows to understand the key touchpoints and 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, and efficiency, ensuring that every step of the checkout process was optimized for speed, simplicity, and user satisfaction, while also supporting Razorpay’s goal of boosting conversions and reducing cart abandonment.
User-Centric Design
Focused on addressing user needs and 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 and coupons.
Design
Execution
The design execution for Razorpay Magic involved incorporating several key features and innovations to enhance the checkout experience. NetBramha Studios introduced a one-click checkout system, where pre-saved data such as addresses, payment methods, and 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 and platforms, including mobile and 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 and improving overall user engagement. These innovations collectively streamlined the user journey, driving efficiency and enhancing the user experience.
Visual design
The visual design for Razorpay Magic focused on creating a clean, modern, and user-friendly aesthetic. NetBramha Studios conducted mood board and 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 and simplicity. Colors, typography, and icons were carefully chosen to enhance usability, while maintaining a professional and trustworthy look that resonates with both businesses and customers.
The
outcomes
The redesign of Razorpay Magic resulted in significant improvements in both user experience and business performance. The streamlined, one-click checkout process led to a 5x faster checkout for users, significantly reducing friction and boosting customer satisfaction. As a result, Razorpay saw a 20% increase in conversion rates post-launch. The cross-platform consistency and mobile optimization ensured a smooth experience across devices, enhancing engagement and encouraging repeat usage. Overall, the project successfully met its goals of reducing cart abandonment and improving the efficiency of the checkout process, ultimately driving growth for Razorpay and providing a competitive edge in the e-commerce payment space.
