Case Study
Speaker Ordering Experience
Speaker Ordering Experience
Simplifying a $100M+ revenue funnel for BharatPe merchants
BharatPe SmartSpeaker helps merchants verify payments through real-time audio confirmations. Despite strong product adoption and 2.1M+ active devices in the market, the self-serve ordering experience suffered from significant drop-offs, forcing merchants to rely on assisted sales channels.
As Sr.Product Designer, I redesigned the end-to-end ordering journey to improve discoverability, simplify pricing decisions and increase self-serve adoption.
Case Study
Speaker Ordering Experience
Simplifying a $100M+ revenue funnel for BharatPe merchants
BharatPe SmartSpeaker helps merchants verify payments through real-time audio confirmations. Despite strong product adoption and 2.1M+ active devices in the market, the self-serve ordering experience suffered from significant drop-offs, forcing merchants to rely on assisted sales channels.
As Sr.Product Designer, I redesigned the end-to-end ordering journey to improve discoverability, simplify pricing decisions and increase self-serve adoption.
Company
BharatPe
Role(s)
Product & Visual Designer
Team
PM & Me
Company
BharatPe
Role(s)
Product & Visual Designer
Team
PM & Me
Project is under NDA. Reach out for details.
Project is under NDA.
The Business Context
The Business Context
The Business Context
The BharatPe speaker business was operating at significant scale:
2.1M+ active speakers
1M+ transacting speakers
$100M+ monthly rental revenue
800k+ merchants entering the speaker acquisition funnel every month
The BharatPe speaker business was operating at significant scale:
2.1M+ active speakers
1M+ transacting speakers
$100M+ monthly rental revenue
800k+ merchants entering the speaker acquisition funnel every month
While adoption remained strong, the self-serve onboarding experience was underperforming. Most merchants required support from field agents or inside sales teams to complete their purchase.
This created an opportunity to improve merchant experience while simultaneously increasing operational efficiency and revenue growth.
While adoption remained strong, the self-serve onboarding experience was underperforming. Most merchants required support from field agents or inside sales teams to complete their purchase.
This created an opportunity to improve merchant experience while simultaneously increasing operational efficiency and revenue growth.
The product worked. The acquisition journey didn't.
The product worked. The acquisition journey didn't.
The product worked. The acquisition journey didn't.
BharatPe SmartSpeaker gives merchants an instant audio confirmation for every incoming payment reducing fraud, building trust and removing the need to check a screen mid-transaction. By 2026 it had crossed 2.1M+ active units, making it one of the highest-scale payment peripherals in India.
The challenge wasn't demand. The challenge was conversion. Despite genuine merchant need, a large share of acquisitions depended on field sales agents rather than the self serve flow inside the app. Every assisted sale was an acquisition cost that didn't need to exist.
BharatPe SmartSpeaker gives merchants an instant audio confirmation for every incoming payment reducing fraud, building trust and removing the need to check a screen mid-transaction. By 2026 it had crossed 2.1M+ active units, making it one of the highest-scale payment peripherals in India.
The challenge wasn't demand. The challenge was conversion. Despite genuine merchant need, a large share of acquisitions depended on field sales agents rather than the self serve flow inside the app. Every assisted sale was an acquisition cost that didn't need to exist.
If a merchant couldn't order independently in 2026, the problem wasn't the product it was the experience we'd built around it.
If a merchant couldn't order independently in 2026, the problem wasn't the product it was the experience we'd built around it.
Finding where merchants were actually leaving
Finding where merchants were actually leaving
Finding where merchants were actually leaving
The initial hypothesis was checkout abandonment merchants were getting close to payment and dropping off. A one-week funnel analysis turned that assumption on its head.
The initial hypothesis was checkout abandonment merchants were getting close to payment and dropping off. A one-week funnel analysis turned that assumption on its head.
Project is under NDA. Reach out for details.
Project is under NDA.
Key finding: 75% of merchants exited before reaching checkout. Optimising the payment step would have moved the needle by less than 5%. The real problem was upstream comprehension, not conversion.
Key finding: 75% of merchants exited before reaching checkout. Optimising the payment step would have moved the needle by less than 5%. The real problem was upstream comprehension, not conversion.
Research
Research
How We Investigated
How We Investigated
To understand why merchants were abandoning the flow, we combined:
Funnel analytics
Merchant interviews
Field observations
FSE feedback sessions
Research
How We Investigated
To understand why merchants were abandoning the flow, we combined:
Funnel analytics
Merchant interviews
Field observations
FSE feedback sessions
Project is under NDA. Reach out for details.
Project is under NDA.
What We Learned
What We Learned
Insight #1
Merchants couldn't decode the pricing
Setup fees, monthly rentals, cashback structures, prepaid options and GST were listed simultaneously. Merchants consistently over-estimated the real cost often by 2-3X. The complexity wasn't dishonest, it was invisible to merchants unfamiliar with fintech pricing conventions.
Insight #2
More Information ≠ Better Decisions
Ordering journey distributed critical information across 8 steps. Rather than helping merchants make informed decisions, the fragmented experience created friction, increased cognitive load and delayed purchase decisions.
Insight #3
The product was being buried by its own
homepage
Dynamic homepage modules loan offers, cashback banners, festival promotions regularly pushed the SmartSpeaker entry point below the fold. Merchants who would have purchased never entered the funnel because they never saw the product.
Insight #4
Critical choices were easy to overlook
Merchants struggled with key decisions throughout the journey. The Agent Code field was mistaken for a coupon code, language preferences were often missed, and GST charges appearing later created pricing confusion. These seemingly small issues collectively increased friction, support dependency and drop-offs.
I thought ₹899 was the setup fee and I'd still have to pay rent every month. I called the agent to ask he explained it and I ordered, but most people won't call.
- Kirana merchant, Pune (field interview)
What We Learned
Insight #1
Merchants couldn't decode the pricing
Setup fees, monthly rentals, cashback structures, prepaid options and GST were listed simultaneously. Merchants consistently over-estimated the real cost often by 2-3X. The complexity wasn't dishonest, it was invisible to merchants unfamiliar with fintech pricing conventions.
Insight #2
More Information ≠ Better Decisions
Ordering journey distributed critical information across 8 steps. Rather than helping merchants make informed decisions, the fragmented experience created friction, increased cognitive load and delayed purchase decisions.
Insight #3
The product was being buried by its own
homepage
Dynamic homepage modules loan offers, cashback banners, festival promotions regularly pushed the SmartSpeaker entry point below the fold. Merchants who would have purchased never entered the funnel because they never saw the product.
Insight #4
Critical choices were easy to overlook
Merchants struggled with key decisions throughout the journey. The Agent Code field was mistaken for a coupon code, language preferences were often missed, and GST charges appearing later created pricing confusion. These seemingly small issues collectively increased friction, support dependency and drop-offs.
I thought ₹899 was the setup fee and I'd still have to pay rent every month. I called the agent to ask he explained it and I ordered, but most people won't call.
- Kirana merchant, Pune (field interview)
Competitor Benchmarking
Competitor Benchmarking
I audited the device acquisition journeys of the two leading competitors to identify structural differences not visual inspiration.
Practice
BharatPe (before)
PhonePe
Paytm
Lead with product benefits
✗ Pricing shown first
✓
✓
Monthly cost emphasis
✗ Upfront cost dominant
✓
✓
3 steps or fewer to order
✗ 6+ steps
✓
✗
Post-purchase order tracking
✗ Not available
✓
✓
Contextual FAQ during flow
✗ None
✓
✓
The pattern was consistent: both competitors established value before asking for a decision, made costs feel manageable rather than upfront, and kept the path to purchase short. None of these required product changes they were experience decisions.
Competitor Benchmarking
I audited the device acquisition journeys of the two leading competitors to identify structural differences not visual inspiration.
Practice
BharatPe
(before)
Ph
one
Pe
Pa
yt
m
Lead with product benefits
✗ Pricing shown first
✓
✓
Monthly cost emphasis
✗ Upfront cost dominant
✓
✓
3 steps or fewer to order
✗ 6+ steps
✓
✗
Post-purchase order tracking
✗ Not available
✓
✓
Contextual FAQ during flow
✗ None
✓
✓
The pattern was consistent: both competitors established value before asking for a decision, made costs feel manageable rather than upfront, and kept the path to purchase short. None of these required product changes they were experience decisions.
Project is under NDA. Reach out for details.
Project is under NDA.
Core Design principles
Core Design principles
Principle #1
Reduce decision anxiety
A merchant who isn't confident won't commit. Build confidence before asking for commitment.
Principle #2
Value before pricing
Merchants evaluate cost relative to benefit. Show the benefit first, or cost always feels too high.
Principle #3
Simplify comparison, not choice
Removing plans limits the business. Making plans easier to understand serves both sides.
Principle #4
Enable true self-service
Every question a merchant can't answer independently becomes a support call or lost order.
Core Design principles
Principle #1
Reduce decision anxiety
A merchant who isn't confident won't commit. Build confidence before asking for commitment.
Principle #2
Value before pricing
Merchants evaluate cost relative to benefit. Show the benefit first, or cost always feels too high.
Principle #3
Simplify comparison, not choice
Removing plans limits the business. Making plans easier to understand serves both sides.
Principle #4
Enable true self-service
Every question a merchant can't answer independently becomes a support call or lost order.
The solution
The solution
Rather than redesigning individual screens, I mapped every point where a merchant's confidence dropped and addressed those moments in sequence.
The solution
Rather than redesigning individual screens, I mapped every point where a merchant's confidence dropped and addressed those moments in sequence.
Project is under NDA. Reach out for details.
Project is under NDA.
Discoverability
Discoverability
A merchant can't buy what they can't see
A merchant can't buy what they can't see
The SmartSpeaker entry point was being lost behind promotional content. We negotiated a persistent, above-the-fold position on the homepage and redesigned the entry card to lead with the core benefit "Know every payment instantly" rather than the product name alone.
Discoverability
A merchant can't buy what they can't see
The SmartSpeaker entry point was being lost behind promotional content. We negotiated a persistent, above-the-fold position on the homepage and redesigned the entry card to lead with the core benefit "Know every payment instantly" rather than the product name alone.
Project is under NDA. Reach out for details.
Plan Selection
Plan Selection
Making pricing feel like a decision, not a puzzle
Making pricing feel like a decision, not a puzzle
Merchants weren't rejecting the plans they were rejecting the uncertainty. We explored two directions before deciding.
Plan Selection
Making pricing feel like a decision, not a puzzle
Merchants weren't rejecting the plans they were rejecting the uncertainty. We explored two directions before deciding.
Project is under NDA. Reach out for details.
Guided Onboarding
Guided Onboarding
Progressive disclosure to build confidence step by step
Progressive disclosure to build confidence step by step
The original flow front-loaded every decision at once network, language, plan, address, payment producing a wall of choices that prompted abandonment. We restructured the journey into distinct moments, each asking for one thing at a time.
Guided Onboarding
Progressive disclosure to build confidence step by step
The original flow front-loaded every decision at once network, language, plan, address, payment producing a wall of choices that prompted abandonment. We restructured the journey into distinct moments, each asking for one thing at a time.
Project is under NDA. Reach out for details.
Project is under NDA.
Reducing uncertainty after the order is placed
Reducing uncertainty after the order is placed
A completed order was where the experience previously ended. In reality, it was where merchant anxiety began: "When will it arrive? How do I set it up? What if it doesn't work?" We designed a dedicated post purchase module covering the full lifecycle: tracking, activation guidance, cancellations, and returns.
Reducing uncertainty after the order is placed
A completed order was where the experience previously ended. In reality, it was where merchant anxiety began: "When will it arrive? How do I set it up? What if it doesn't work?" We designed a dedicated post purchase module covering the full lifecycle: tracking, activation guidance, cancellations, and returns.
Project is under NDA. Reach out for details.
Project is under NDA.
Project is under NDA. Reach out for details.
Project is under NDA.
Cancellation & Retention Flow
Cancellation & Retention Flow
Instead of allowing immediate cancellations, I introduced a guided cancellation flow to understand merchant intent and reduce preventable churn.
The experience captures cancellation reasons, provides contextual reassurance based on the selected concern, and offers alternatives such as live order tracking, support assistance, or a callback request before confirming cancellation.
This helped balance merchant control with business retention by addressing concerns proactively rather than treating every cancellation as a final decision.
Cancellation & Retention Flow
Instead of allowing immediate cancellations, I introduced a guided cancellation flow to understand merchant intent and reduce preventable churn.
The experience captures cancellation reasons, provides contextual reassurance based on the selected concern, and offers alternatives such as live order tracking, support assistance, or a callback request before confirming cancellation.
This helped balance merchant control with business retention by addressing concerns proactively rather than treating every cancellation as a final decision.
Project is under NDA. Reach out for details.
Project is under NDA.
Behind the Scenes
Behind the Scenes
To ensure the designs resonated perfectly before production deployment, I built three prototype variants to push live into A/B testing across regional cohorts:
Variant A (Full Upfront Exposure): Displayed the complete consolidated sum across 1-month, 3-month, and 12-month intervals to optimize for direct transparency.
Variant B (Amortized Monthly Display): Highlighted the low recurring monthly pricing equivalents to lower the psychological barrier to entry.
Variant C (Hybrid / Existing Baseline Control): Tested traditional baseline metrics against our new layout paradigms.
Based on immediate field validation notes from our North and South merchant testing loops, Variant A with clearer tenure badges and inclusive GST messaging yielded the highest comprehension rates. Merchants understood exactly what they were paying upfront without feeling misled when reaching the final payment window.
Behind the Scenes
To ensure the designs resonated perfectly before production deployment, I built three prototype variants to push live into A/B testing across regional cohorts:
Variant A (Full Upfront Exposure): Displayed the complete consolidated sum across 1-month, 3-month, and 12-month intervals to optimize for direct transparency.
Variant B (Amortized Monthly Display): Highlighted the low recurring monthly pricing equivalents to lower the psychological barrier to entry.
Variant C (Hybrid / Existing Baseline Control): Tested traditional baseline metrics against our new layout paradigms.
Based on immediate field validation notes from our North and South merchant testing loops, Variant A with clearer tenure badges and inclusive GST messaging yielded the highest comprehension rates. Merchants understood exactly what they were paying upfront without feeling misled when reaching the final payment window.
Project is under NDA. Reach out for details.
Project is under NDA.
Business Outcomes
Business Outcomes
Results measured over 8 weeks post launch against a pre launch 4-week baseline, across the same merchant cohorts.
2.3x
Increase in monthly self-serve order volume (14k+ orders)
38%
Reduction in landing page drop-offs (from 48.3% to 29.9%)
41%
Surge in Lifetime Rental Plan adoption over legacy Savers plans
Reduced dependency on field sales: The ratio of assisted to self serve acquisitions improved meaningfully within two months. Every self serve order is a unit of acquisition cost removed from a ₹10 Cr/month revenue line.
Business Outcomes
Results measured over 8 weeks post launch against a pre launch 4-week baseline, across the same merchant cohorts.
2.3x
Increase in monthly self-serve order volume (14k+ orders)
38%
Reduction in landing page drop-offs (from 48.3% to 29.9%)
41%
Surge in Lifetime Rental Plan adoption over legacy Savers plans
Reduced dependency on field sales: The ratio of assisted to self serve acquisitions improved meaningfully within two months. Every self serve order is a unit of acquisition cost removed from a ₹10 Cr/month revenue line.
Thanks for checking out my work!
Thanks for checking out my work!
Thanks for checking out my work!