Case Study

Driving Higher Autopay Adoption with Research-Led Experience Redesign

Industry

FinTech / Financial Services

Location

United States (Bay Area)

Our Contributions

UX Research, Experience Design, Product Strategy, UI/UX Redesign, Customer Journey Optimization

Technologies

Analytics-Driven Insights, Behavioral Design Frameworks, Data-Led Experience Optimization

A Bay Area-based fintech company set out to improve customer engagement and repayment behavior by redesigning its digital experience. Coforge led a research-driven transformation to better understand user needs, simplify repayment journeys, and create more transparent and personalized financial interactions. By aligning product design with real user behavior and business goals, the organization significantly increased autopay adoption, reduced loan delinquency rates, and enhanced overall customer satisfaction and operational efficiency.

Transformation Timeline

User Challenges Identified

Understanding financial stress and repayment behavior of target personas.

Research & Strategy Defined

Customer insights and KPIs established to guide product direction.

Experience Design Initiated

Low and high-fidelity designs created and validated through user testing.

Development & Launch

Designs implemented with full documentation and iterative improvements.

Continuous Optimization Enabled

Analytics-driven insights used to refine user journeys and outcomes

Drag

The Challenge

The organization required a unified, policy-compliant platform capable of managing multiple debt regimes at a national scale. Legacy systems led to fragmented customer journeys, manual processes, and inconsistent treatment of cases.

Adapting to evolving policies was slow, while enforcing safeguards such as affordability checks, vulnerability identification, and statutory compliance required stronger automation and governance.

Additionally, the client needed improved customer experience, faster deployment cycles, enhanced automation, and robust auditability aligned with public sector standards.

Our Approach

Customer-Centric Problem Definition

Defined business goals, target personas, and KPIs to align design efforts with measurable outcomes and real user needs.

Research-Led Design Strategy

Conducted generative research, including user interviews, surveys, and contextual inquiries, to uncover behavioral insights and inform design direction.

Iterative Experience Design & Validation

Developed low-fidelity concepts to explore ideas, followed by high-fidelity designs validated through user testing to ensure usability and effectiveness.

Continuous Improvement Framework

Enabled a feedback-driven design process with analytics to monitor performance, uncover insights, and continuously refine user journeys post-launch.

Partner / Technology Ecosystem

Powered by a research-led design approach combining analytics, user research methodologies, and iterative product design frameworks.

Impact to Date

25%

Increase in autopay activation

50%

Reduction in loan delinquency rates

Improved

user satisfaction and engagement