UX / UI Case Study · 2026
Paytm
Redesigned.
A complete overhaul of India's leading fintech super-app — reducing cognitive load, surfacing the QR code, and introducing a modern dark/light design system.
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A complete overhaul of India's leading fintech super-app — reducing cognitive load, surfacing the QR code, and introducing a modern dark/light design system.
Despite serving hundreds of millions of users, Paytm's interface had become cluttered, visually inconsistent, and hard to navigate — especially for new and occasional users.
Design Opportunity: Users don't need fewer features — they need a clearer path to the ones they already use. This redesign focuses on progressive disclosure, visual hierarchy, and a consistent design system that scales across all of Paytm's services.
The original home screen displays 30+ icons simultaneously with no grouping, overwhelming users and burying primary actions.
Mixed icon styles, varied colors, and no unified typography created a fragmented experience with no clear brand identity.
Critical features like QR payments required 4+ taps to reach, hidden beneath promotional banners and secondary content.
No official dark mode despite growing demand, causing eye strain for nighttime users — extremely common for a payments app in India.
Users genuinely valued Paytm's breadth of services. The redesign goal was to surface this value more clearly — not reduce features, but organise them with clarity and intent.
Three primary user archetypes, each with distinct goals and frustrations that shaped every redesign decision.
Six major design decisions, each directly solving a user problem identified in research.
Every screen in both dark and light mode — the full Figma prototype across all major user flows.
What changed in each major screen, and why it matters for real users.
Projected UX improvements and the key insight that drove every decision in this redesign.
| Metric | Before | After Redesign |
|---|---|---|
| Primary actions visible on home screen | 30+ icons | ~8 focused actions |
| Taps to access QR code | 4+ taps | 0 (on home screen) |
| Design system consistency | Fragmented | Unified token system |
| Accessibility — contrast compliance | Partial | WCAG AA compliant |
| Theme support | Light only | Dark + Light modes |
| Navigation pattern | Hamburger menu | Persistent bottom nav bar |
| Services discoverability | Single flat grid | 4 categorised sections |
Key Learning: Super-apps like Paytm face a unique challenge — serving power users who want quick access to everything, while welcoming first-timers who need clear guidance. The answer is progressive disclosure: show what matters most upfront, make everything else discoverable without friction. A cleaner UI doesn't mean fewer features — it means organising them with clarity and intent.