Work Collection
OkNivesh Redesign
Overview
OkNivesh, a P2P lending product by OkCredit, was built to help small business owners and micro-entrepreneurs invest surplus earnings efficiently.
The goal was to enable credit history building, allowing merchants to qualify for future loans by demonstrating repayment capacity.
However, the initial version lacked engagement and a strong UX approach. The redesign focused on better UI, accessibility, and gamification to improve usability, trust, and retention.
Despite its potential, OkNivesh was discontinued due to RBI regulations and stricter policies on P2P lending and NBFCs
How does OkNivesh work?
At OkNivesh, users can invest a minimum of ₹1,000, earning a flat 10% annual interest, which starts accumulating from the next day. For example, an investment of ₹1,00,000 generates ₹27 per day until withdrawal. There is a 7-day lock-in period, after which users can withdraw their funds anytime.
Challenges in existing flow : UX evaluation and App analytics
Research: Surveys, User Calling and Competitive Analysis
🎯 User Cohort: Super users with an average balance of ₹50K over 90+ days
65% wanted a more interactive investment dashboard
78% preferred gamified incentives for referrals and holding money
85% needed clearer investment tracking and earnings visibility
Users found the name OkNivesh intuitive for an investment product
Liked the ability to grow idle money with liquidity
Referral scheme was highly valued for its lifetime earnings potential
🎯 User Cohort: KYC Done Users without any Investment done
Higher conversions when OkNivesh was explained clearly over calls
Wanted clarity on risks and security of investments
40% users had done KYC to try the new product, 30% thought it was KYC for Loan
Compared OkNivesh with competitors like Paytm Money, Groww, MobiKwik, CRED and traditional chit funds.
Identified the impact of social proofing on user trust and adoption
NBFC & Fintech Solutions: Companies like Paytm Money, CRED Mint, MobiQuick Extra offer visually appealing dashboards with intuitive investment insights.
Traditional Investment Products: Many lack user engagement features.
Gamified Financial Apps: Apps with gamification elements see increased user retention and repeat investments.
User Persona: Merchant
6 key solution pillars
OkNivesh - 2.0
Onboarding & Education for Better Adoption
Understanding P2P Lending & OkNivesh
Explain how P2P lending works—directly connecting investors with borrowers.
Highlight OkNivesh's role in enabling small business owners to invest surplus earnings.
Benefits of Investing in P2P Lending
Higher returns compared to traditional savings.
Daily earnings visibility, making investments more engaging.
Liquidity—funds can be withdrawn after a short lock-in period.
Building Trust in OkNivesh
Transparency in earnings, withdrawals, and investor statistics.
Social proof through testimonials and success stories.
Security measures in place to protect user funds.
Dashboard
Improved Information Hierarchy
A bold, engaging investment summary with real-time earnings tracking
Dedicated Alert Section
Clear visibility for important updates and notifications
Game Card Priority
Positioned prominently for active leagues, ensuring high visibility and engagement
Investment Growth Visibility
Large display of the current portfolio value, daily earnings, and lifetime interest to motivate further investments
Referral Earnings Transparency
Immediate visibility of earnings from referrals to encourage participation
Game Dashboard Entry
Seamless access if multiple games are active
Trust & Credibility Reinforcement
Testimonials, partner details, and real-time investor data to build confidence
Historical Data Display
Showcasing past investment performance for transparency
Winner Showcase
Highlighting past game winners to encourage participation
FAQ & Support Access
Easily accessible support and FAQs for user clarity
Gamification Strategy: Driving User Engagement & Investment
We implemented two games per month to encourage investments and user participation:
New User Onboarding Games
Designed to attract first-time investors, these included lucky spins, cashback offers, and lucky draws as incentives for making their initial investment.
Investment Leagues
Competitive, time-based leagues where users competed to invest the most. A leaderboard ranked participants, with rewards for the top 200 investors, fostering excitement and engagement.
Optimizing Withdrawals: Encouraging Long-Term Investing
To reduce premature withdrawals and enhance user awareness, we focused on:
Clear Investment Breakdown
Clearly distinguishing withdrawable funds vs. locked-in investments based on the minimum lock-in period
Earnings Transparency
Showing users how much they have earned so far to reinforce the value of their investment
Future Growth Projection
Providing insights into potential earnings if they continue to hold instead of withdrawing, encouraging long-term retention
The goal was to educate users on the benefits of letting their money grow, fostering informed financial decisions. 🚀
Referral Scheme: Earn for a Lifetime by Inviting Friends
Users could now earn passive income by referring friends to OkNivesh
Referral Earnings
When a referred friend onboards and starts investing, they earn 10% p.a., credited daily, while the referrer earns 1% p.a., also credited daily on the friend’s investment. This created a lifetime earning opportunity.
Referral League
To boost engagement, we introduced a monthly leaderboard, rewarding the top three users with the highest referral earnings. This incentivized users to invite more friends, increasing investments through word-of-mouth marketing while helping them earn additional income. 🚀
The Impact
User Adoption
Engagement increased by 40% within the first three months.
Entry point viewed to clicked at 56% conversion because of micro interaction adde to icon
KYC Started to Dashboard Viewed funnel at 43.93% conversion
Investment Growth
Higher reinvestment rates due to better tracking and gamification
Leveraging 20M active customer base by merchant referral program, generated 2 Cr in deposits
User Retention
Gamification features & initiatives led to a 30% increase in returning users during game periods
Daily Active Users increased from ~3,500 to ~7,000
Retention 55%
Satisfaction Rate
82% of surveyed users found the new design more engaging and transparent.
Key learnings
First few weeks after the first investment the best opportunity to get users to re-invest
Cricket season was a great time to run gamification strategies because uses invested more amounts
Festive season showed lesser investments during the festive time but post and pre the major days users were active
Using current value as anchor point acted as a delight feature for users