Turning an overlooked rewards feature into an experience users could discover, understand, and use. Zillion Coins had the potential to make everyday payments more rewarding, but the experience made the feature difficult to discover and even harder to understand. I redesigned the BharatPe homepage, onboarding, and rewards experience to make the earn-and-redeem journey clearer and more accessible.
Zillion Coins were intended to become a meaningful part of the BharatPe ecosystem, but the experience wasn't making that value obvious. Users had to find the feature themselves, understand what the coins meant, figure out how to earn them, and then understand where they could redeem them — fragmented across different touchpoints, making the overall journey harder to follow.
The challenge: how might we make Zillion Coins visible and understandable enough that users naturally engage with the rewards journey? The redesign needed to solve three things:
Help users notice Zillion Coins in the primary BharatPe experience.
Explain what Zillion Coins are, how they are earned, and what they are worth.
Create a clear path from earning to redeeming rewards.
These were the business goals documented for the redesign.
Make Zillion Coins easier to discover within the primary user journey.
Explain Zillion Coins clearly and distinguish them from traditional cashback.
Use rewards to make routine payments feel more engaging.
Use Zillion Coins as a lever to motivate higher transaction activity.
Make the earn-to-redeem journey clear enough that users actually experience the value of the rewards.
Users expected:
We reviewed reward and rebate patterns from INDMoney, Navi, Google Pay, and CRED to understand how Indian consumer products surface incentive systems within their home experiences. Rather than copying individual patterns, the goal was to identify recurring behaviours.
Low-fidelity flows explored three key states: how a first-time user understands Zillion Coins, how a returning user quickly accesses their rewards, and how users move between earning, tracking, and redeeming in the rewards hub.
This helped separate the experience into two complementary layers: the homepage (Discover → Understand → Enter) and the rewards hub (Track → Earn → Redeem).
The homepage became the first opportunity to introduce the rewards ecosystem.
The goal wasn't to force users through onboarding. It was to make understanding available whenever they needed it.
Once users entered the rewards experience, the next challenge was helping them understand what they could do with their coins.
Make the Zillion balance prominent within the primary experience. A reward that users can't see can't become part of their mental model.
Introduce a guided onboarding journey explaining the earn-and-redeem lifecycle — users shouldn't need to explore multiple screens to understand what Zillion Coins are.
Route Zillion touchpoints into a dedicated rewards experience — the journey needs a predictable home rather than scattered entry points.
Organize the rewards experience into two clear tabs — users arrive with different intentions, and separating these actions reduces unnecessary navigation.
Make the Zillion guide accessible through Help even after onboarding is skipped — education shouldn't be a one-time opportunity.
The redesign connected the previously fragmented Zillion experience into a more coherent journey.
Discover → Understand → Track → Earn → Redeem
The redesign turned Zillion Coins from something users had to discover into something the product could actively explain and guide them through.
Simply placing a rewards feature on the homepage doesn't guarantee that users will understand it. For Zillion Coins, the bigger challenge was creating a connected mental model: what is it? How do I earn it? How much is it worth? Where can I use it?
The redesign focused on answering those questions progressively instead of presenting the entire rewards system at once.
If I were continuing the work: I'd next look at behavioural data across the journey — from first exposure to onboarding completion, earning, and redemption — to understand where users continue to drop off and where the rewards experience creates the most value.