Booklet

author

Harsh Shah

Design

How not to design an experience - like PayTM By Jay Sethi

design

Design

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How not to design an experience - like PayTM By Jay Sethi

A COMPREHENSIVE REVIEW & ANALYSIS OF THE UX DESIGN OF INDIA’S FAVOURITE ONLINE WALLET

By Jay Sethi

1. TOO CLUTTERED

According to the research of users and behavioural sciences, humans can remember only about 7 things at a time in their short term memory. Designers were therefore encouraged to provide just 7*2 options (5-9) at a time on any given interface to the users.

Paytm doesn't obey this rule. The home screen shows that there 18 choosable buttons on the first screen itself.

2. REDUNDANT BUTTONS

“Scan" option in the tab bar

Many of the buttons available on the home screen have been added without any added benefit. These duplicate buttons are redundant and add to the unnecessary clutter.

Both of these options do the same job and are accessible at the highest level of navigation.Similarly "shopping" and "mall" option both do same thing.

3. UNINTUITIVE SEARCH BAR

Leaving aside the fact that Paytm felt the need to build an in-app feature searching tool, let us examine the search bar itself.

The search bar bears almost no resemblance to the conventional search bar. There is no magnifying glass icon, no placeholder text, no label. The only resemblance it holds is the white container text field. Typically speaking, search bars aren’t covered by 100% opacity blue coloured brand logos.

The problem here is that a user wouldn’t be expecting a search bar at this point in the first place, and much less one that is presented so poorly.

4. POOR UX WRITING

“Inbox" tab in Paytm

One of the 5 tab bar options in this app reads “Inbox". Judging from the word, one would expect that inbox is some sort of direct message or chat functionality or maybe even just a personal notification centre, but that expectation is not met. What you find is a generalised news feed about what’s up around you and a section for games

5. NOT OPTIMIZED FOR NEWER IPHONES

The app hasn’t been designed to suit screens of iPhones from iPhone X onwards. The notch at the top in the newer iPhones needs to be considered while designing apps in today’s landscape.

6. INCONSISTENT ICONS

Paytm mall home screen

Icons are different in thickness which makes it look uneven.

Also icons style are also looking slightly different

Paytm user profile screen

Same issue here. Icons are different in thickness which makes it look uneven. Also icons style are also looking slightly different. But a bigger pain point

is that DELIVERY ADDRESS icon is looking blurred

IF YOU GUYS WANT PART 2 OF THIS,

PLEASE LET ME KNOW IN COMMENTS SECTION

THANKS FOLLOW FOR MORE

UX CASE STUDIES AND NEWS

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