Innovating Buy Now, Pay Later experience in offline stores
pexels-ketut-subiyanto-4623506
role Led the end-to-end product strategy and design. Managed and mentored a team of 2 designers
team Lead Designer (me)
Senior Product Designer
Product Designer
solution Designed a QR solution to streamline in-store payments, simplify offer communication, and enhance customer purchasing experience
skills Research, Project planning & strategy, Team management, Cross-functional collaboration, User Testing
problem Offline stores faced challenges managing and clearly communicating offers, resulting in missed sales opportunities [add friction in flow]
impact Major offline brands, including Godrej, successfully adopted the solution, significantly improving their in-store payment processes
The problem
Roles & responsibilities
Research
Offline SMBs struggled to manage EMI payments and offers effectively. Customers and store staff often faced confusion about eligibility, hidden charges, and offer details, negatively impacting sales conversions and customer satisfaction. Current processes were manual, inefficient, and led to communication gaps
User Research - Field Interviews Led direct interviews across multiple offline retail chains to uncover critical gaps in EMI payment journeys
Solution Architecture Designed an end-to-end mobile-first checkout system integrating eligibility checks, payment links, and cashier approvals
planning and strategy Translated research findings into actionable insights and influenced key business stakeholders to drive adoption
Team Mentoring and Skill Development Supported the growth of junior designers through regular feedback, collaboration, and hands-on mentoring
market research India’s retail market is rapidly growing, projected to reach $1.6 trillion by 2030, with over 70% made up of unorganized and regional players. Despite the rise of e-commerce, offline retail remains dominant, with 90% of Indian retailers reporting that more than half of their sales still happen in-store. This fragmented offline landscape presents a strong opportunity for digital payment solutions that can streamline operations and enhance customer experience.

Consumer behavior trends further support this shift: EMI services have seen a 25% year-over-year growth, fueled by demand for high-ticket purchases like electronics and furniture. Convenience, speed, and rewards drive digital payment adoption, with QR-based solutions gaining strong traction as QR deployment grows over 30% year-over-year. Together, these shifts signal a rising comfort and trust among Indian consumers toward digital, flexible payment experiences in physical retail environments.
user research The research objective was to understand offline merchant payment processes, identify pain points, and discover opportunities for EMI payment improvements.
We conducted face-to-face interviews with managers, salespersons, finance teams, and cashiers at multiple retail outlets. We observed and documented user journeys and behaviors in-store.
key findings
  • Customers frequently discussed purchase decisions with family/friends, delaying sales
  • Salespersons struggled with inefficient tools (apps, manual checks) to inform customers about offers
  • Concerns around hidden charges significantly impacted purchase decisions
  • Store QR codes for offer exploration were rarely utilized due to poor visibility and complexity
service blueprint customer’s journey salesperson’s journey opportunity areas
Screenshot 2025-05-28 at 3.02.42 PM 1
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Screenshot 2025-05-28 at 3.01.01 PM 1
Screenshot 2025-05-28 at 3.02.16 PM 1
Screenshot 2025-05-28 at 3.10.19 PM 1
Design
key features
  • Salesperson-first approach: Shifted usability focus toward empowering sales staff for quicker offer checking and easier payment initiation.
  • Simplified EMI Eligibility Check: Customers could instantly verify EMI eligibility through SMS or QR.
  • Cashier Integration: Designed a seamless notification system allowing cashiers to quickly generate payment links directly to customers.
  • Contactless Payment: Provided customers with secure SMS-based payment links, facilitating instant payments via mobile.
  • Offer Transparency: Clearly communicated cash back details, EMI specifics, and potential hidden charges upfront.
  • Sharing: Enabled customers to easily share product and offer details digitally with family or friends.
We ensured the user flow and interface addressed both customer and staff needs effectively. Leveraging insights, our solution focused on improving both salesperson and customer experience
Impact
Learnings & next steps
View full project in Figma Our solution successfully addressed the identified challenges and positively impacted merchant and customer experiences.
web development _ tasks, teamwork, team, working together, website, webpage, people
Empowering small businesses to go digital Led product strategy to onboard first-time sellers online. Built intuitive tools that simplified setup and increased digital presence for small businesses. View case study
shwetashibu04@gmail.com Drop me a line for work inquiries or just say hello
What I Learned as a design lead
  • Gained experience aligning multiple stakeholders (cashiers, salespersons, customers, management) in a unified solution.
  • Reinforced the importance of clear communication design, especially when involving complex financial details.
  • Strengthened team management skills, balancing strategic UX leadership with day-to-day project coordination.
  • Developed a deeper understanding of how UX leadership influences both user outcomes and team efficiency.
what i planned for next steps
  • Further refine QR-based payment interactions based on real-time feedback.
  • Explore advanced personalization of offers based on historical customer purchase data.
Increased conversion Increased sales conversions by reducing delays and clarifying EMI offers
customer satisfaction Enhanced customer satisfaction by improving transparency around offers and eligibility.
new customer base Attracted large offline retailers (such as Godrej), boosting PayU’s presence in offline payments market
quick adoption Accelerated enterprise adoption by ensuring internal and external alignment, driven by effective design leadership
QR_EMI_Choose_Brand_Empty Copy 3
QR_EMI_Landing_Page_EMI_Calculator_Result Copy
QR_EMI_Order_Summary_Customer_Checkout Copy
QR_EMI_Order_Summary_Payment_Success Copy
QR_EMI_Choose_Brand_Selected Copy 2
QR_EMI_Choose_Brand_Offer_Details_Multiple_8 Copy
QR_EMI_Landing_Page_Eligibility_Calculator_Filled Copy
QR_EMI_Order_Summary_Collect Copy
arpad-czapp-3HmjBAwdAxo-unsplash 1
Innovating Buy Now, Pay Later experience in offline stores
problem Offline stores faced challenges managing and clearly communicating offers, resulting in missed sales opportunities [add friction in flow]
role Led the end-to-end product strategy and design. Managed and mentored a team of 2 designers
solution Designed a QR solution to streamline in-store payments, simplify offer communication, and enhance customer purchasing experience
skills Research, Project planning & strategy, Team management, Cross-functional collaboration, User Testing
impact Major offline brands, including Godrej, successfully adopted the solution, significantly improving their in-store payment processes
team Lead Designer (me)
Senior Product Designer
Product Designer
User Research - Field Interviews Led direct interviews across multiple offline retail chains to uncover critical gaps in EMI payment journeys
planning and strategy Translated research findings into actionable insights and influenced key business stakeholders to drive adoption
Increased conversion Increased sales conversions by reducing delays and clarifying EMI offers
new customer base Attracted large offline retailers (such as Godrej), boosting PayU’s presence in offline payments market
quick adoption Accelerated enterprise adoption by ensuring internal and external alignment, driven by effective design leadership
customer satisfaction Enhanced customer satisfaction by improving transparency around offers and eligibility.
Solution Architecture Designed an end-to-end mobile-first checkout system integrating eligibility checks, payment links, and cashier approvals
Team Mentoring and Skill Development Supported the growth of junior designers through regular feedback, collaboration, and hands-on mentoring
The problem
Roles & responsibilities
Research
Design
Impact
Learnings & next steps
shwetashibu04@gmail.com Drop me a line for work inquiries or just say hello
Offline SMBs struggled to manage EMI payments and offers effectively. Customers and store staff often faced confusion about eligibility, hidden charges, and offer details, negatively impacting sales conversions and customer satisfaction. Current processes were manual, inefficient, and led to communication gaps We ensured the user flow and interface addressed both customer and staff needs effectively. Leveraging insights, our solution focused on improving both salesperson and customer experience Our solution successfully addressed the identified challenges and positively impacted merchant and customer experiences.
What I Learned as a design lead
  • Gained experience aligning multiple stakeholders (cashiers, salespersons, customers, management) in a unified solution.
  • Reinforced the importance of clear communication design, especially when involving complex financial details.
  • Strengthened team management skills, balancing strategic UX leadership with day-to-day project coordination.
  • Developed a deeper understanding of how UX leadership influences both user outcomes and team efficiency.
what i planned for next steps
  • Further refine QR-based payment interactions based on real-time feedback.
  • Explore advanced personalization of offers based on historical customer purchase data.
key findings
  • Customers frequently discussed purchase decisions with family/friends, delaying sales
  • Salespersons struggled with inefficient tools (apps, manual checks) to inform customers about offers
  • Concerns around hidden charges significantly impacted purchase decisions
  • Store QR codes for offer exploration were rarely utilized due to poor visibility and complexity
market research India’s retail market is rapidly growing, projected to reach $1.6 trillion by 2030, with over 70% made up of unorganized and regional players. Despite the rise of e-commerce, offline retail remains dominant, with 90% of Indian retailers reporting that more than half of their sales still happen in-store. This fragmented offline landscape presents a strong opportunity for digital payment solutions that can streamline operations and enhance customer experience.

Consumer behavior trends further support this shift: EMI services have seen a 25% year-over-year growth, fueled by demand for high-ticket purchases like electronics and furniture. Convenience, speed, and rewards drive digital payment adoption, with QR-based solutions gaining strong traction as QR deployment grows over 30% year-over-year. Together, these shifts signal a rising comfort and trust among Indian consumers toward digital, flexible payment experiences in physical retail environments.
user research The research objective was to understand offline merchant payment processes, identify pain points, and discover opportunities for EMI payment improvements.
We conducted face-to-face interviews with managers, salespersons, finance teams, and cashiers at multiple retail outlets. We observed and documented user journeys and behaviors in-store.
key features
  • Salesperson-first approach: Shifted usability focus toward empowering sales staff for quicker offer checking and easier payment initiation.
  • Simplified EMI Eligibility Check: Customers could instantly verify EMI eligibility through SMS or QR.
  • Cashier Integration: Designed a seamless notification system allowing cashiers to quickly generate payment links directly to customers.
  • Contactless Payment: Provided customers with secure SMS-based payment links, facilitating instant payments via mobile.
  • Offer Transparency: Clearly communicated cash back details, EMI specifics, and potential hidden charges upfront.
  • Sharing: Enabled customers to easily share product and offer details digitally with family or friends.
opportunity areas
Screenshot 2025-05-28 at 3.10.19 PM 1
service blueprint customer’s journey salesperson’s journey
Empowering small businesses to go digital Led product strategy to onboard first-time sellers online. Built intuitive tools that simplified setup and increased digital presence for small businesses.
Screenshot 2025-05-28 at 3.01.01 PM 1
Screenshot 2025-05-28 at 3.02.16 PM 1
Screenshot 2025-05-28 at 3.02.42 PM 1
QR_EMI_Choose_Brand_Empty Copy 3
QR_EMI_Landing_Page_EMI_Calculator_Result Copy
QR_EMI_Order_Summary_Customer_Checkout Copy
QR_EMI_Order_Summary_Payment_Success Copy
QR_EMI_Choose_Brand_Selected Copy 2
QR_EMI_Choose_Brand_Offer_Details_Multiple_8 Copy
QR_EMI_Landing_Page_Eligibility_Calculator_Filled Copy
QR_EMI_Order_Summary_Collect Copy
View full project in Figma
product development _ idea, thought, innovation, people, team, teamwork, working together
work resume linkedin email