Transforming Paytm Insider: From Event Listings to a Personalized Experience Hub
The proposed redesign aims to transform Paytm Insider from a traditional ticketing platform into a dynamic, Day-to-Day engagement tool that is personalized for users and empowering for vendors.
Sector
Consumer Services Sector
Role
Researcher (Primary and Secondary)
System Designer
UI UX (Experimental)
Time
3 Weeks, May 2024
Problem Statement
Mainstream Audience
A platform for large, seasonal events - causing user engagement to drop significantly during off-peak periods.
Vendors
Lacking real-time insights and customer metrics leads to low ROI and a struggle with visibility outside peak times. (Especially small scale vendors)
Niche Users
Niche users seek more specialized community-driven content that gets lost in generalized event listings.
PayTm Integration
Minimal cross-integration of PayTm services makes it 75% likely to lose customers
Project Workflow
-
1. Exploring Event Services
Market analysis and UX Audit
-
2. Identifying user and Vendor needs
Mapping stakeholder ecosystems and interviews
-
3. Crafting personalized event platforms
Create Impact Journeys and generating flows for different usecases
-
4. Transforming Event Services to Ecosystems
Refining a service into a platform for users and hosts
Talking to our “Event-Fluencers”
Users that attend + Host other events
Small Scale Vendor
(60-100 People)
Guitarist in a Music Band
(100 - 300 People)
Cultural Meets & Fundraise
(500 - 8000 People)
Throws House Parties
(30-70 People)
Hosts Art Exhibits
(100 - 300 People)
Does Stand Up Comedy
(40 - 100 People)
Hosts Stalls at Expo’s
(100-700 People)
Orgainizes Marathons
(100-700 People)
Organizes Corporate Events
(150-700 People)
Hosts Stalls at Expo’s
(100-700 People)
I interviewed 25+ users, uncovering gaps in user engagement, vendor tools, and event management
Research & Insights
Research Insights
Vendors struggle with understanding their audience, leading to poor stock management and missed opportunities to promote themselves alongside larger stalls.
High Barriers for Smaller Vendors
#Vendors
Most users discover events via social media and newsletters, highlighting the failure of ticketing apps to keep users engaged outside of booking.
Event Discovery Driven by Social Media, Not Apps
#Vendors #Audience
Users rely on multiple tools like social media (Visibility), WhatsApp(Planning), and notes (Payment split) apps to manage events, creating a fragmented experience.
Fragmented Event Management Tools
#Vendors #Audience
Paytm Insider can not only help people spend money, but also their Time.
UX Audit of Current App
The page is overloaded, making key actions hard to find—prioritize essential tasks and reduce visual clutter.
Cluttered Landing Page
Active filters are unclear—highlight selected genres and use breadcrumbs for better navigation.
Unclear Genre Nav
Missing Action Feedback
No visual feedback after user actions—add highlights or checkmarks to confirm user interactions.
Information Architecture
Your new Paytm Insider Redesign
Expected Outcomes
25% increase in daily interaction and off-peak usage.
Improve visibility and engagement of smaller vendors, leading to better ROI and satisfaction.
Niche users receive specialized content streams and can also drive better community engagement and visibility.
PayTm keeps users tied to the ecosystem and drive more user adoption of Insider as part of day-to-day life.
My Learnings
Empowering the vendors enhances the user’s experience
By providing vendors with data-driven insights, they can create more personalized experiences, reinforcing the platform’s value for both user & vendor.
Social Integration and unified ecosystems boost loyalty
Incorporating social planning and seamless payment services strengthens user retention, creating a connected ecosystem that encourages long term loyalty.
