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Category Landing Page

Uplift in unassisted digital repayments

The Problem

Bajaj Finance's app and web had a lot of collections infrastructure already: 18+ notification types, 6+ pop-ups, 14+ nudges, 12+ tickers, banners, loan cards, multiple search entry points. All of it designed to get delinquent customers into a payment or service journey.

Self-serve repayment rates were still low. Customers bounced out, dropped off, or didn't engage.

The instinct was to fix specific touchpoints: sharper notification copy, more prominent banners, a smoother payment screen. But that assumes customers are leaving because of friction at a known step. The question we hadn't actually answered was: when a customer lands on any of these surfaces, what are they trying to do, and does what they see match that?

What I Found

I mapped the lifecycle of 36L delinquent customers from loan onboarding through EMI bounce, post-bounce intervention (automated voicebot and notification campaigns, allocation, tele-calling, field visits), and into remedial stages (settlement, restructuring, surrender, bureau correction). For each stage, I tracked which digital touchpoints were active and where customers were being routed.

The main thing I found: every delinquent customer was being sent to the same set of digital surfaces regardless of where they were in their lifecycle.

A pre-bounce customer with an upcoming EMI and a customer in active legal proceedings landed on the same pages, saw the same information, and were asked to take the same actions. Their actual next step was completely different. The pre-bounce customer needed to pay or register a mandate. The settlement-eligible customer needed to understand an offer before it expired. The customer in bureau correction needed to raise a request through a specific flow. The customer with an allocated agent needed to know who was coming and when. We had one experience covering a dozen genuinely distinct situations.

The second finding was a channel continuity problem. Bajaj's collections model touches customers across multiple channels: the app, web, branch, WhatsApp, email, field visits. The intent was for a customer who starts a service journey on one channel to continue it on another without losing their place. In practice, that wasn't happening. Loan settlement is a multi-step process: discuss the settlement, finalize the amount, initiate the request, get customer consent, run internal checks, get approval, then make the payment. That payment step alone can happen on a completely different channel than the rest of the process; a customer could work through the discussion and approval steps with a Bajaj executive, then pay at a branch, through a field agent visit, or online, depending on what was convenient for them at that moment. If that continuity broke down, the customer had to re-establish where they were in the process no matter which channel they picked to finish it. There was no single place in the digital product that held the complete picture of where a customer was in their lifecycle and what they needed to do next, regardless of how they'd got there.

The root issue was that while bits and pieces of the collections and servicing journeys existed in the app, they were scattered across different surfaces with no single destination tying them together. A delinquent customer had no one place to go to complete their entire journey digitally.

What I Did

Created a category landing page as a single destination in the app and web covering the complete customer lifecycle from pre-bounce through remedial stages. The goal was that any delinquent customer, regardless of which channel they'd previously interacted through, could land here and complete their journey without needing to go anywhere else. Internally, we named the product Pay EMIs. This write-up uses its functional name, Category Landing Page (CLP), throughout.

The CLP groups everything a customer might need into four areas:

  1. Make Your Loan Payments — all active loan cards with dedicated payment actions, loan details, and statement of account; split into two parts, Overdue/Settlement and Other Payments, covering non-delinquent loans
  2. Communication History — the complete communication trail for the customer
  3. Statements and Documents — all statements and documents in one place
  4. Payment Options — an overview of all available payment modes

Layered within the page:

Built entry points across the app and web so no customer had to search for it:

Mapped 30+ customer journeys through the CLP, from pre-bounce through remedial. Each journey defines the entry point, what the customer sees on the CLP at that stage, and where they go next.

What Changed

The 45% uplift in unassisted digital repayments was the main outcome. "Unassisted" means customers completing payment or service journeys without agent or tele-caller involvement. That number tells you whether the product is doing its job, and it moved.

Getting the CLP into primary navigation across app and web was a separate win. The 36L customer base now has one findable place for every collections-related action, rather than reaching it only through a notification or a specific deep-link.

What I'd Do Differently

Scope. We went into V1 with four tabs, a personalised banner strip, sub-tab logic within Make Your Loan Payments, and several supporting components all at once. In hindsight, I'd have pushed for a leaner V1: get the core payment journey working end-to-end in one tab, ship it, learn from real usage, and then build the rest. We had strong conviction from the lifecycle mapping about what customers needed, but conviction about the right destination isn't the same as conviction about the right build sequence. A faster, thinner V1 would have gotten us to real usage data sooner and let the subsequent components be built with more signal behind them.

— quiet work, real impact

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