Problem
The redesigned homepage needed to explain Razorpay's broader product portfolio to smaller businesses coming online for the first time.
Razorpay · UX research
Evaluative study
How can research keep improving a website right up to launch?
I proposed and led a study of Razorpay's redesigned homepage to evaluate whether its visual language, content, and interactions communicated the intended brand and helped smaller businesses understand the expanded product portfolio.
10 business ownersFour connected testsUnder NDA
My role
Senior UX Researcherproposal, study design, moderation, synthesis, stakeholder alignment
Timeline
6 weeksNovember 2023
Partners
Product, brand, content, and marketingdesigners and product manager
Methods
Pre-mortem, UX audit, impression, perception, usability, and preference tests
At a glance
The study evaluated brand perception, product comprehension, and usability.
Research approach
Four participant exercises evaluated first impression, visual perception, usability, and comparative preference.
Outcome
The findings informed changes to product content, interaction design, and the visual system.
Project context
Razorpay redesigned its homepage to reach smaller businesses coming online for the first time.
Razorpay was known primarily for its payment gateway and had expanded into neobanking, payroll, and lending. The redesign aimed to communicate this broader product offer and make the company more relatable to smaller, less technically experienced businesses.
I proposed an evaluative study to test brand perception, product comprehension, and usability before launch.
Research questions
The study addressed three research questions.
- 01
Did the homepage communicate the intended brand position?
We evaluated brand perception separately from visual preference.
- 02
Did the visuals and content feel relatable and understandable?
We tested what the visual language communicated before participants saw the final copy.
- 03
Could people find and understand the expanded product offer?
We assessed product discovery, comprehension, and task completion.
Methodology
A staged research plan provided continuous feedback within a six-week timeline.
Design pre-mortem
Identify assumptions and possible failure points
UX audit
Resolve usability issues before fieldwork
User interviews
Evaluate perception, comprehension, and usability
01
Design pre-mortem
- Purpose
- Identify assumptions and likely failure points before testing the prototype with participants.
- Method
- I facilitated a design pre-mortem with design, content, and product stakeholders.
- Output
- The workshop produced a set of knowledge gaps and testable hypotheses for the study.
02
UX audit
- Purpose
- Resolve usability issues that did not require participant research.
- Method
- I conducted a UX audit with product designers from across the organization.
- Output
- We separated immediate fixes from hypotheses that needed to be tested with participants.
03
User interviews and prototype testing
- Purpose
- Evaluate brand perception, product comprehension, and usability as separate research questions.
- Method
- I conducted remote, blinded interviews with ten business owners who were not using Razorpay. Each 50-minute session included four exercises.
- Output
- The study identified issues with first impressions, visual communication, product discovery, and the overall experience.
- 10
- business owners
- 50
- minutes each
- Remote
- blinded sessions
- 4
- connected tests
- 03.1
Impression test
A stripped-down first fold appeared for ten seconds, followed by unaided recall to identify what attracted attention.
The ten-second first-impression stimulus. - 03.2
Visual perception test
A static site with placeholder copy isolated what the visual language communicated about the company, audience, and brand.
Testing what the visual system communicated on its own. - 03.3
Usability test
Free exploration and guided tasks tested comprehension, product discovery, brand ratings, descriptors, and the SUS.
The complete prototype used for task-based evaluation. - 03.4
Preference test
A comparison with the previous website measured perceived improvement and the reasons behind each participant's preference.
The previous experience used as a comparison point.
Findings and recommendations
The study identified changes needed across content, interaction design, and brand.
The detailed findings remain under NDA. The recommendations addressed how clearly the homepage communicated Razorpay's expanded product offer and how content and interaction design supported that understanding.
Interaction predictability
Keep scrolling and navigation behavior predictable.
Participants were confused when vertical scrolling triggered horizontal movement. We recommended simpler interactions that behaved as expected.
Product comprehension
Explain how the products fit together.
Participants struggled to understand the expanded portfolio and differences between products. We recommended clearer terminology and content hierarchy.
Product discovery
Make key products and actions easier to find.
Task-based testing identified products and calls to action that participants overlooked. We recommended changes to navigation and placement.
Impact
After launch, website conversion increased and most recommendations were implemented.
10%increase in overall website conversion
90%of recommendations incorporated across content, design, and branding
What I learned
Working with stakeholders throughout the study
Involving cross-functional partners in the design pre-mortem, research sessions, and synthesis helped the team understand the findings and clarified ownership of the recommended changes.