Indian super-app with 16M+ Users

In Detail


Bill Payment

We created 24 new payment categories like insurance, electricity, and mobile recharge spanning 400+ merchants in India. And innovated an age-old workflow to enable instant checkout. I owned the launch, leading design from discovery to delivery. CRED has grown from 9 million to over 16 million users since its launch.

In Brief

Pay Surface

Early 2022: In early discovery of Pay V2, we imagined a 3D view of a household. After a few iterations, we questioned the scalability and alignment with future offerings and dropped it.

Late 2022: A problem statement in Pay V2 was to double down on payment triggers. As discounts were finite, we required a new mechanic that could motivate users and was habit-forming. Inspired by the 'inbox zero' archetype in emails, we designed a checklist for payments.

Late 2022: Spotlight is a UI mechanic to throw light on new offerings. 2. A powerful instrument for announcements that we killed for being too pushy, motion inspired by one of Atul's work.

Transaction History

Mid 2022: CRED has over 8 business units now. All teams separately maintained transaction ledgers for their product as there was no aggregator service to consolidate all orders in one place. High back-end effort. And no design framework to fit all types. A problem that manifested as CRED scaled. I solved the framework part. Lobbied a little to get this through. But it's hard with something with no ROI besides hygiene and NPS.

Design System

Mid 2021: I was fortunate to be a small part of CRED's gigantic brand redesign that led to CRED's fourth-generation design system - NeoPOP. You can read in detail about it at I contributed new components and designed its token naming logic.

Cross Sell

More details to follow soon!


Late 2022 : Packaging 'invite & earn' as 'play & earn' while the underlying mechanics remained the same. Referral journey has three steps - invite, sign-up, and payment. Previously, the referrer won a reward once the referee completed all the steps. Idea with this was to give rewards in parts after each step to ease anticipation. Later this got shelved and CRED Buzz was invented to achieve the same goal.

Leveling up was one approach we explored for the new referral. What you see is an orchestration of how I imagined the design. With each level comes higher rewards. While the number of steps to achieve the goal remains constant.

Collectibles was another approach we explored. Adidas dropped the Into The Metaverse NFTs at that time which got me inspired. The bottom half that looks like a timeline is quite interesting. We found a scalable option for what is internally called the Action Reward Framework.