An analytics tool
for four hundred
million users.
Paytm Analytics is the Spend Analytics feature inside the Paytm wallet — a tool to help India's massive, deeply diverse user base understand their money. We came in as the UI/UX partner before the product had a face; the brief was a name, an idea, and 400 million people.
Designing for that audience means most defaults break. Cultural variance, social stratification, economic disparity, and a wide spread of digital literacy were design inputs from day one — not edge cases bolted on at the end.
The Challenge
One feature, four hundred million reads of it.
Paytm's user base spans the entire spread of digital India — urban tech-fluent power users at one end, first-time wallet users at the other; English speakers, Hindi speakers, dozens of regional languages in between; well-served urban professionals and daily-wage earners using the same app on the same Tuesday.
An analytics surface for that audience can't lean on the usual SaaS analytics conventions. Density that delights an MBA dashboards a casual user out of the feature in three seconds. Charts that make sense in English need to make sense without English.
Universal isn't a tagline here. It's the design constraint.
What Webloon Did
Concept to live UI, with research underneath.
We worked with Paytm's product managers and data scientists to take Spend Analytics from concept to a feature ready for the wallet. Research went deep — interviews and surveys across user segments — before a single screen was drawn. Then a tight low-fi → high-fi loop with usability testing at each pass.
Strategy
Conceptualisation
- Worked alongside Paytm PMs and data scientists
- Mapped key features and acceptable complexity
- Anchored scope to the wallet's existing surface
Research
User‑centric
- Interviews and surveys across Paytm's user spread
- Pain points and expectations from analytics tools
- Cultural, social, economic, educational segments
Design
Universality & simplicity
- Universal-first design with simplicity as default
- Low-fi prototypes → usability tests → high-fi
- Iteration until the experience held up across users
Visualisation
Multilingual & visual
- Multilingual UI with culturally sensitive elements
- Charts, graphs, and infographics that read fast
- Insightful at a glance, drillable for the curious
What This Proves
Inclusive design, on a feature that ships to four hundred million.
Spend Analytics launched to the existing Paytm user base and saw rapid adoption — strong engagement, intuitive design feedback, and high ratings on the Play Store and across social channels. The feature wasn't a separate analytics tool; it was an analytics tool that fits the wallet, in the language of the people using it.
Quantitative results available on request under engagement confidentiality.