Connected Experience for Razorpay
- Caren Felicia
- Dec 5, 2024
- 7 min read
Updated: Sep 10, 2025
Disclaimer: Due to NDAs, I will not be able to share any final insights and areas of application and
will be focusing on process & high-level findings + recommendations.
What is Razorpay?
Razorpay is a leading payment gateway solution designed to help businesses accept, process, and disburse payments seamlessly. With a wide range of products, including payment links, subscriptions, and invoicing, Razorpay simplifies digital payments for businesses of all sizes.
Trusted by over 500,000 businesses, it offers secure and scalable solutions for online payments. The platform integrates with various payment methods like credit cards, UPI, wallets, and more. Razorpay's goal is to streamline payment processes and empower businesses to grow with ease.
Research Background
The Connected Experience Dashboard was created with the aim that multiple Razorpay product users need to have one experience system where they can have a seamless experience. The Connected Experience dashboard’s primary aim is to do two primary things:
Bring uniformity in experience and ease of use for merchants across all RZP products
To identify ways and means to increase merchant's PPC (products per customer) as a whole by becoming a one-stop shop for all money movement needs via the Connected experience dashboard.
However, as a platform team, we cannot keep building for specific segments; hence, we need to have a common, platform-based solution to the problem.
Key Research Areas
The Research aims to understand the following:
How to create a Homepage for the Connected Experience dashboard that will be relevant to merchants across varied business categories and business roles
How to curate different merchant expectations such that any business type or any employee type finds value in the ecosystem
Understand how our existing merchants have purchased more than 1 product and their triggers for accepting cross-selling
Identify opportunity areas on how to cross-sell more products via the Connected Experience dashboard effectively
Understand the cross-product value and need gaps identified by merchants
Identify how to push cross-product utility value to merchants
How can Product design help in achieving the objective as mentioned earlier via user-centered designs and compelling user narrative on the Homepage
Identified the problem statements and brought in clarity & brevity via Stakeholder Interviews with Product and Design, Past research documentation on Connected Experience, and NPS data
Phase 1
Approach and Methodology
The product release focused on incremental roll-outs and the first launch with D2C merchants. D2C merchants have proven to be more tech-savvy and curious (from past segmentation studies) to explore new tech and products. Hence, making them an ideal target segment for rolling out mammoth changes in Dashboard architecture.
Version v2 of the design research was focused on the generic release of the design across all merchant categories.
I Short Survey -
To understand the primary triggers and needs for owning more than 1 product under Razorpay (RZP)
Calculate the % of prevalent need gaps merchants identify in the dashboard [cross-selling triggers]
Sample size:
Total respondents: ~300
Merchants who had filled out the NPS before were only eligible for the survey
100 participants in a Small market enterprise (SME)
100 participants in the Mid-market enterprise (MM)
100 participants in Enterprise (Highest revenue companies)
Survey approach:
The survey was rolled out to D2C (direct-to-customer) merchants only to understand their needs and identify gaps.
The survey was run through an internal tool, Refiner
The survey length was 5 MCQs and 1 skippable open-ended question
Questions and their options were curated based on secondary research data on the pains, delights, and needs on the dashboard
Analysis:
A simple mean analysis on 3 factors:
% of how they bought multiple RZP products
% delights in the current dashboard
% pains in the current dashboard
A Pearson correlation was done between 100 randomly chosen samples of the same business category via NPS data
Variable X - topmost pain point (varied dashboard experiences) reported in the survey (coded the options as 1-5)
Variable Y - NPS scores
Ran a Correlation analysis in Excel - Results showed no relationship between dashboard experience and NPS scores.
Degrees of freedom = (288-1) = 277
r(288)= 0.00034, p = 1.000. A zero value for r indicates no linear relationship, while a p-value of 1.000 suggests the observed result is not statistically significant.
Leading to the conclusion that dissatisfaction with the product didn't stem from disconnected dashboard usage experiences.
II In-depth Interviews (45 mins)
To identify and understand the current purchase decision style the merchant went through while purchasing RZP products.
To identify opportunity areas on how to leverage their existing decision-making style/create a new style to improve cross-selling of product value
Sample size: Total respondents: 12 (only decision-makers eg: CEOs, VPs, etc)
SME: 3
Mid-market: 6
Enterprise: 3
Recruitment: 5 internally (emailers, dashboard screeners), 7 external vendors
Deliverables:
i) Insights & Findings to create v1 of the Connected Experience Dashboard
ii) Habit-building product design guidelines for bringing in more Founders/Decision-makers into the platform for effective cross-selling.
iii) D2C merchant Archetypes
The infamous question: "So, Now What...?
Collaborated with Designers and Frontend engineers to create high-impact new designs for the Connected Experience Dashboard.
The research contributed to making the following design decisions (screens at the end, not the final version due to NDA)
Data insights section
Cross-selling Widget
Money movement data section
Critical updates section
The below data shows the 1st level of numbers the cross-sell widget was able to achieve to enhance cross-selling of Razorpay products from homepage
Learnings and Next Steps: Reality Check!!!!
It became hard to help leadership stakeholders understand why a new product was going to be launched to only the D2C segments
Had to conduct the survey to help the stakeholders understand how the Disconnected product experience was not the major reason for poor NPS scores for internal sanity check.
Phase 2
I HeatMap analysis
After the D2C roll-out was done, I conducted a Heatmap analysis via Hotjar.
The analysis was done to understand the line of research questioning to be followed in Phase 2 and how v1 design was performing overall for different merchant categories
Randomly sampled ~50 merchants and observed the following systematically
Time taken to complete an action
Exploratory areas on the screen
Error and Re-try areas of the screen
The above actions were tracked while researching a Generic Homepage for the dashboard.
II In-Depth Interviews (45-60 mins)
Contextual inquiry [remote] - 15mins
Ask the participant to show their frequently visited dashboards and how they use them.
Observe their mental models on dashboard usage.
Specify if they own multiple products from one company and how they use them.
Structured interview - 15 mins
Expectations from Razorpay
Current RZP usage patterns
Cross-selling triggers - narrative experiences from B2B products to upsell triggers
Structure interview [card format] - 15mins
Wireframe Design run-through with just titles and empty cards on what they expect to see from each section.
Creating a word cloud with the merchants - top 5 things to see
Sampling
Business Category | Business Size | Role in the Business | RZP ppc | Sample size |
Ed-tech | Mid-market |
| More than 2 (PG + X) Both roles using 2+ prods | 3 |
Healthcare | Mid-market |
| More than 2 (PG + X) Both roles using 2+ prods | 3 |
Gaming/Banking | Mid-market |
| More than 2 (PG + X) Both roles using 2+ prods | 3 |
Manufacturing or Consultancy | Mid-market |
| More than 2 (PG + X) Both roles using 2+ prods | 3 |
Total = 12 (Internal recruitment)
Sampling Rationale:
Mid-market categories are only focused as the dashboard's usage would be higher, and the users are highly likely to own X products.
PG and X usage is needed as we want to understand their one-view perspective.
Lending, Gaming, and Finance industries are more focused, so we understand business growth via Payouts
Preference for SMEs with multiple RZP products would be included based on data availability.
Analysis
Thematic Mapping of data
Hotjar Dashboard observations
Interviews
Co-analysis sessions
Re-analyzed the data with a Designer and Product manager to ensure data validity and avoid biases
The infamous question: "So, Now What...?
Redefined the insights and helped designers solve for creating a truly "ONE" Homepage for combining all Razorpay products as one. The Homepage became the landing page for all dashboards
All business categories have a dynamic top navigation bar, depending on their multi-product usage. This consequently led to a 2x increase in non-multi product users to explore other product dashboards and conversion by organic entry to ~4%.
InsightX platform was born where a custom data-first dashboard was made applicable to higher GMV merchants for a "price". Users could custom-create data slices applicable to their businesses.
Learnings and Next Steps: Reality Check!!!!
It became super difficult to recruit participants from the gaming and lending industries. So had to rely on personal contacts to cover the understanding of the segment.
It was a happy moment that research for D2C has covered all the major areas that would work well with any business category, hence the redesign for v2 was less.
Top-level Insights/Findings
Top 4 Insights [themes] you should know about Connected Experience Dashboard
Merchants exhibit distrust of data proofs to be convicted on the usefulness of the products cross-sold
Keyword: Trust
To think: How can I build more trust on cross-selling nudges?
Decision-makers expect to see only business blocker information (eg: failures, on-hold money etc) from the Razorpay connected dashboard as there's no set behavior to use the RZP old dashboard too.
DM is finding less value for the connected experience dashboard as they are unable to understand its value because of their already existing dashboard habit
Keyword: Expectation
To think: How could I be aligned with my user's expectations and also build new expectations
Connected Homepage is easy to use but lacks understanding because the context-setting of the information is ignored. Eg: Cross-wid as a funnel!, GMV, etc.
Keyword: Contextual data
To think: How can I build a more relatable & valid context to all the dashboard information shown?
Decision makers (DM) tend to be of 3 types when they are trying to make optimal decisions for their company: Loyal (lower inertia), Curiosity-driven (proactive), and Trend follower (risk-averse). This affects the way they interact with the dashboard
Findings:
Generic Homepage design to focus on
Building trust in access control.
Re-designing the critical action center to be more subtle yet significant - DM finds less value;
Customizable data trends for money movement & insights section (building behavioral hooks)
Cross-sell to focus on the merchant user journey in Razorpay and not the generic user journey outside RZP.
Design Screens Sneak Peek
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