The Bharat Matrimony payment page was redesigned to create a smoother and more reassuring checkout experience for users purchasing membership plans. This page sits at a critical juncture of the user journey – after users find value in the platform and decide to upgrade, the payment interface is the final step to convert them into paid customers. The goal was to streamline the interface, optimize transaction flows, and integrate diverse payment options to craft a user-centric experience that prioritizes trust and ease of use
Role
UI Designer
Team
Collaborated with UX Designer, Product Manager, and Developers
Industries
Matchmaking
Duration
2 weeks
Problem Statement
The previous Bharat Matrimony payment page had several usability issues that led to user frustration and drop-offs .
Disorganized payment options – Cluttered layout with no clear hierarchy, making it hard for users to find preferred methods quickly.
Outdated design – Dated visuals lacked trust indicators, causing hesitation and drop-offs.
Low conversion rates – UX issues led to abandoned checkouts, impacting revenue.
The goal: Redesign the payment experience to be clean, intuitive, and frictionless, improving both user experience and conversions.
Competitor Benchmarking
To ensure a best-in-class payment experience, we analyzed competitors (Shaadi.com, Jeevansathi) and leading checkout flows (Makemytrip, Cleartrip).
Competitor insights: Shaadi.com improved conversions by making the "Continue" button more visible, highlighting the need for prominent CTAs.
Best practices: Smooth checkouts use clear payment lists with icons, avoiding dropdowns or cluttered grids. A case study showed switching from a grid to a vertical list improved selection clarity.
UPI priority: Given its dominance in India, our redesign ensured UPI and other popular methods (cards, net banking, wallets) were easily accessible. These insights shaped our redesign, making payments clear, quick, and frictionless.
Wireframing & Prototyping
We started with low-fidelity wireframes to structure payment options, the order summary, and action buttons. Desktop used a two-column layout (payments left, summary right), while mobile had a stacked layout for clarity.
High-fidelity prototypes incorporated Bharat Matrimony’s branding and covered all payment scenarios (UPI, cards, net banking). Usability tests with stakeholders and users helped refine the design—e.g., ensuring the order summary stayed visible on mobile.
Through iterative improvements, we created a polished, interactive prototype that effectively addressed user pain points.
UI Design Process
We began by gathering requirements from both users and the business.
User needs: The UI had to be simple and accessible, catering to both young adults and older family members. Support data showed users struggled with the old layout, sometimes needing help to complete payments. Cultural nuances and reliability were key.
Business goals: Reduce drop-offs, support all major Indian payment methods (UPI, cards, net banking), and enable upsells (e.g., AstroMatch). Compliance with RBI regulations, PCI DSS, and multiple payment gateways ensured security and reliability.usability testing), and handle edge cases like payment failures gracefully.
Design Solutions & Features (Key Improvements)
Prioritized Payment Options
We reorganized payment methods into a clear, structured list sorted by popularity. “Pay via UPI” (Scan QR or Google Pay) appears first, followed by “Credit/Debit Card” and other methods. Icons help with instant recognition, reducing cognitive load. UPI is expanded by default for a frictionless experience.
Seamless UPI Flow
To simplify UPI payments, we introduced a dynamic QR code for instant scanning and an option to enter a Google Pay-linked mobile number for a direct payment request. Clear instructions ensure ease of use, minimizing drop-offs.
Intuitive Layout & Visual Hierarchy
On desktop, payment options are on the left, with a persistent Order Summary on the right for transparency. On mobile, the summary is easily accessible. Users progress naturally from selection to confirmation, with a large, clear “Pay ₹X” button that activates only when required details are provided.
Results & Impact
The launch of the new payment page design led to significant improvements in both user experience and business metrics.
Key results observed include:
Higher Conversion Rate: Payment completions increased by 8%, directly boosting revenue and validating the improved UI.
Reduced Drop-offs & Faster Transactions: Fewer users abandoned payments, and clearer options led to quicker checkouts—UPI QR scans took seconds compared to manual entry.
Increased Payment Value: Improved trust and transparency led to higher-value plan purchases and a slight rise in AstroMatch add-on adoption.
Conclusion
The redesigned payment page set a strong foundation, and now we can incrementally improve it by listening to users and keeping up with technology trends. Our focus will remain on reducing friction and building trust – the two pillars of a successful payment experience. By implementing these future ideas, Bharat Matrimony’s payment journey can continue to lead as an example of user-centric design contributing to business success. Each enhancement will be approached with the same rigor of user research, design excellence, and testing to ensure we only move forward with changes that genuinely benefit the user. The journey of optimizing the payment page is ongoing, much like the journey of product design itself, and we’re excited to keep evolving it.
