Payment Page Revamp

Meesho is India's largest e‑commerce marketplace, with 500M+ android app downloads and 250M+ monthly active users. It's built largely for price‑sensitive, less tech‑savvy shoppers in Tier 2+ cities, buying mostly non‑branded products from sellers across India.

On a platform this size, how people pay isn't a checkout detail. It shapes the unit economics of the entire business. Prepaid orders are cheaper to fulfil, less likely to be returned, and better for sellers, buyers, and Meesho. I led the redesign of the payment page to shift Cash on Delivery orders towards Prepaid.

86% of Meesho's transactions were Cash on Delivery. COD orders have a higher Return‑to‑Origin (RTO) rate than prepaid, translating into crores in lost revenue and a bad experience for buyers, sellers, and the platform.

User research surfaced five major problem themes: Awareness, Trust, Access, Balance, and Capability. We decided to focus first on awareness as it was the largest addressable volume and fastest to move with a design intervention, while trust, access, and capability needed longer‑term behavioural change.

The hard part wasn't adding a discount, it was communicating it without breaking everything else on a cognitively overloaded page. Each design move came with a real trade‑off I had to navigate:

• Making price prominent risked users fixating on the number and losing the association to payment method.
• Simplifying the drop‑off‑heavy page meant reducing options power users relied on.
• Reducing prominence of the Reselling section could increase friction for Resellers.
• Building a recall for online payment could potentially reduce visibility of Cash on Delivery.

I led the end‑to‑end designs for Payment Page. I started with User Research and Data Analysis. Based on all the user insights and data, I created 3 design variants and conducted usability testing. Then, I incorporated all the feedback and designed the final UI for handoff. I decided to anchor users on price differentiation, simplify and personalise the payment page based on user cohorts. I also designed for all the edge cases, so the experience held up in the real world, not just the happy path.

Rolled out initially to 5M users, the redesign delivered a 2pp uplift in Prepaid Share in 4 weeks. Page Conversion and Net Revenue also increased, and Prepaid Share compounded over time as discount depth, prepaid activation, and retention improved. It's now scaled to all Meesho users on Android and iOS.

The biggest lesson was the power of prioritising the right problem first. Awareness wasn't the deepest barrier, but it was the largest and easily movable. Betting on it meant a small design change could compound into a shift in payment behaviour, which is exactly what happened.

Next steps on this project would be user personalisation: a data‑science model that recommends a payment method using recency, frequency, success rate, and RTO profile. Also moving the discount callouts earlier in the funnel (PLP/PDP and off‑app nudges), and finally tackling the harder, slower barriers of trust, access, and capability.

Want the full story? The deck walks through the research, explorations, UT insights, final UI along with my design process in detail.