Responsible for driving user research, design, and delivery of key modules and feature areas.
Kavya, Vivek, and I collaborated closely with product managers and engineers.
Setu provides a diverse range of financial products, each with its own onboarding requirements, integration methods, and compliance checks. However, this variety frequently leads to a fragmented onboarding experience for businesses, making it difficult for them to set up their preferred product, select integration methods, complete KYC verification, and access API credentials seamlessly.
Setu's challenge was to create a unified product setup framework that ensures consistency across multiple offerings while remaining flexible for product-specific needs. The goal was to streamline the onboarding journey through Bridge, creating a cohesive experience for our users.
How might we questions
Targeted users
The Bridge serves multiple personas within a business, each playing a crucial role in integrating with our platform
PRODUCT MANAGERS
Gain an understanding of how to integrate with our product and oversee the onboarding process.
DEVELOPERS
Set up the product by providing relevant information and accessing API credentials.
ANALYSTS
Monitor analytics and reports to track product performance post-integration.
Account Architecture
Standard account
Created when a business signs up on Bridge. It holds org-level settings and allows users to create shortcuts.
Product account
A dedicated account for each product a business wants to set up.
Product instances
Where a product is actually set up. Businesses can create multiple product instances to manage different sub-products or configurations.
What does this solve?
✅ Scalable onboarding experience: The tiered structure (standard account → product account → product instance) keeps onboarding consistent while giving businesses the flexibility to customise when needed.
✅ Streamlining KYC: KYC is verified at the product account level, so businesses only need to do it once. This removes the hassle of repeating the process for every product instance, making setup quicker and easier.
Style
We use Fictoan↗ as our design framework, a system built and maintained by our designers and engineers. It standardises colours, components, and design patterns across all our platforms.
Key areas and features
Sign up and login
v0
In the previous version of Bridge, the sign-up flow featured a simple background design on one side, which didn’t make the best use of the available space. To make it more impactful, we decided to leverage this area to showcase what Bridge has to offer, giving users a glimpse of its key features right from the start.
v1
Some wire-framing..
High fidelity screens
Signing up starts with creating a strong password, and I’ve added two-factor authentication (2FA) for extra security. To make the experience more engaging, I designed a carousel of images on the side, giving users a glimpse of what Bridge has to offer.
What does this solve?
✅ Clarity and transparency: The carousel offers a preview of Bridge’s features, setting clear expectations before users even sign up.
✅ Simplifying the onboarding process: A structured flow with password guidelines and 2FA ensures security without making onboarding feel like a chore.
Results
45%
increase in users completing onboarding in the first session
95%
of users enable 2FA, reducing unauthorised access risks.
Home page
v0
V1 of Bridge, which at the time was focused only on payment products. In the Configured Products section, users could see which products they had set up, but there was no visibility into their configuration journey (for example, whether they were partially set up, pending verification, or completed). Additionally, for products that were already live, there was no analytics or performance data available. Users couldn’t track how their integrations were actually performing once live.
v1
Some wire-framing..
When we started wire-framing of the Bridge home page, our primary focus was on displaying configurations for different products. As we progressed, we realised the potential to make better use of the available real estate. This led us to incorporate cross-selling opportunities for other Setu products and introduce quick shortcuts for better navigation.
We also explored the idea of embedding a workflow GIF for the featured product to make the experience more engaging.
High fidelity screens
First-time login: A space for users to discover all the products Bridge offers. I designed the UI to also feature product spotlights, which update dynamically based on new product launches or ongoing marketing campaigns.
Set up in progress: If users have set up product accounts and instances but haven’t gone LIVE yet, the home page highlights the latest instance with a "Resume configuration" CTA, making it easy to pick up where they left off.
Live: Once everything is LIVE and transactions are coming in, Kavya and I designed the home page show analytics and key metrics, helping users track how their product is performing.
Results
30%
faster time-to-go-LIVE
due to clear progress tracking and easy access to ongoing configurations.
15%
increase in retention, with users regularly engaging with insights and metrics on the home page.
Customer support widget
Customer support widget
I designed the customer support widget on Bridge to tackle a growing challenge, our Freshdesk platform was flooded with support tickets, many of them for trivial or easily solvable issues.
To reduce this influx of tickets and help the CS team use their time more effectively, the widget gives users an instant set of FAQs, based to their product and issue. This way, they can find quick solutions, saving time for both them and the support team.
Results
Going live
Once a product account is created and a sub-product is selected, the setup page walks users through four simple steps to get everything up and running:
Business Preferences: Users personalise their setup by choosing a theme, uploading a logo, and tweaking other business-specific settings.
KYC Details: Depending on the sub-product, users enter PAN, GSTIN, TAN, and other regulatory details. Since KYC is tied to the product account, they only need to do this once and every future product instance automatically inherits the same info.
v0
The first version of the UI uses a single-column layout, resulting in a long and somewhat overwhelming page. The lack of distinct sections makes it challenging to navigate and understand the form’s structure. It also lacked visual hierarchy, with minimal styling and ungrouped labels and inputs reducing readability. There’s limited contextual guidance, no tooltips or hints, and the address fields appear cluttered.
v1
Some wire-framing..
High fidelity screens
In the current version, sections are clearly separated with distinct headers and sub-headers, making the overall structure easy to follow. There’s better typography, spacing, and consistent button styles, which make interactions predictable. I highlighted important using coloured banners, drawing attention to critical information. The POC (Point of Contact) section clearly explains the purpose of the data being collected, making the form more informative.
Go Live – With everything in place, they’re all set to launch! 🚀
Results
30%
of users go live within a week of setup, compared to longer onboarding times before the standardized flow.
What’s next: Improving Bridge with user feedback
Global search
Users can quickly find what they need, without digging through menus.
Actionable insights
Enhancing analytics to give users deeper visibility into their product’s performance.
Better navigation
Making it easier to move around and access key sections.