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Making payments accessible for every Indian .
Angootha Pe | Fintech
A website that brings Rural India closer to Adhaar enabled Payment System (AePS), builds their trust in the brand, and resonates with their vision - “Ab Angootha hi kaafi hai.”
User Experience | Branding
The Brief .
Angootha Pe is an online platform that aims to simplify payments across India and contribute to making India digital. The platform removes the need to visit banks by introducing Micro ATMs and AePS that can connect people better.
After their branding, to enter the rural regions of India, AngoothaPe needed a website that reflects their vision and builds trust in their brand. The website should be able to guide the users and help them get over their insecurities related to online payments.
Who we designed for .
With requirements in mind, we decided to focus on the two key stakeholders - Consumers and Merchants. We interacted with both the users to understand their pain points and designed a website that offers a customized solution to each group.
In India, there is a large percentage of people with limited access to the internet who feel insecure during online transactions. They rely on banks and ATMs for transactions that may not even be located at a convenient distance.
To enter such a market, we needed to design a website that explains all the services and shows the ease with which they can access digital transactions.
Design System .
When designing the website, our primary focus was on answering all the questions a user might have. An option to switch between the two groups gives each a customized experience and provides answers specific to their problems. A detailed Trust & Safety page, user-focused FAQs, and blogs contribute to this approach.
The visual design comes from the branding of AngoothaPe that focuses on building trust and respect through the use of colors and voice. The illustrations, animations, and micro-interactions help the user understand the product better.