App Store Rating
within 45 days
Google Play Rating
Android-first markets
Monthly Active Users
post repayment redesign
weekly ratings & reviews
improving app visibility
The Loans app helped customers apply for new loans, make timely repayments with real-time loan status, and access financial documents without the need for local branch visits.
Most of our users were in tier 2, tier 3 cities, and villages across India, with Android contributing 86% of usage. Even with meaningful traffic, the app was underperforming:
Customer reviews consistently highlighted three core problems:
As a Product Manager in the Digital Strategy team, my role was to improve both the functionality and the credibility of the app. The app ranked high for the gold and personal loan related searches, it shaped how customers viewed the brand, making it a trust problem.
To understand where friction existed, I worked closely with engineering teams across Android and iOS to evaluate:
The app had nearly 90K monthly active users with an average session duration of 2 minutes and 10 seconds. That indicated users were already arriving with strong intent.
“Customers continued relying on branches for even basic servicing needs.”
That is where the work became very human for me: responding promptly to customer frustration on the Play Store and App Store, acknowledging concerns without being defensive, and ensuring users felt heard while we addressed issues in subsequent product releases.
The first priority was to fix the basics. We cleaned up instrumentation of all user journeys on the app. The real-time console data helped us improve the home screen experience, to make the app easier to understand-
With design and content, we rolled out iterative bug-fix updates to set the tone for our customers: we were actively improving the experience, not just patching issues.
repayments were the most important journey in the customer lifecycle. They affect credit score, future eligibility, and the customer’s confidence in the product.
Once customers experienced a simpler repayment flow and received timely notification nudges, engagement across the dashboards increased rapidly — active users, impressions, and login conversions all saw strong growth.
It was now time to focus on strengthening ratings because app-store reputation was part of the brand itself
After each successful repayment, we introduced a rating prompt at the right moment in the journey — not too early, and not randomly.
This small change significantly improved both the quality and volume of customer reviews.
Within 45 days of launch:
iOS App Rating
Google Play Rating
Monthly Active Users
Weekly Reviews
The product was now better positioned for:
Internally, the work also renewed confidence in the product direction across teams.
“Improving trust in financial products rarely comes from one large feature launch — it comes from consistently reducing friction in high-stakes customer moments.”