Case Study: Transforming the Recharge Experience – Enhancing User Engagement & Conversion

In today’s fast-moving digital payments landscape, seamless and intuitive user experiences are essential to drive conversions. At Nuclei, we understand that upgrading user journeys is key to staying ahead. Over the years, our recharge category has transformed from a basic utility into a high-engagement product. We continuously optimize the experience—not just to keep up with the market but to set new standards in seamless transactions. By refining the user journey and eliminating friction points, we ensure that our Recharge offering is not just functional but a key driver of retention and engagement.

The latest set of enhancements resulted in a 10%+ increase in funnel conversion and a 25% faster plan selection. Given that mobile recharges are a high-frequency transaction in banking apps, these improvements directly impact engagement, retention, and transactional revenue.

Key Enhancements & Business Impact

Let’s explore a few specific feature upgrades and their direct impact on business metrics. We introduced targeted enhancements to simplify and streamline the recharge journey, ensuring a smoother experience for users.

🔍 Personalized Suggested Plans‍

We've introduced AI-powered Suggested Plans that provide personalized recommendations based on users' history, preferences, and recharge patterns. This ensures a seamless and tailored experience for every user.

🚀 Quick Filters for Faster Plan Selection

Most users spend a lot of time picking the right plan and this could potentially lead to drop offs. We've added quick filters for validity and data benefits, allowing users to instantly narrow down options and choose the best plan effortlessly.

📌 Revamped Recharge Plan Cards

‍Comparing plans was not a feature commonly found in Recharge categories. But understanding our user challenges, we redesigned plan cards with a clearer layout, making key details like price, benefits, and additional information easily scannable for quicker decision-making.

📌 Revamped Plan Details‍

Users want maximum details at the first glance to decide faster. We improved the plan details page with a structured layout and a dedicated section for additional benefits, helping users make informed choices with lesser friction.

📊 Revised Pack Details in Plan Details‍

Users often look for their previous recharge plans while selecting a new one and are often confused when they can’t find them due to operator price changes. By displaying the older plan price for the same benefit packs, we help users stay informed about price changes, making it easier for them to compare and choose the best option.

⚡ Advanced Error Handling & Smart Popups‍

A large number of users drop off during the recharge journey when they encounter errors that are ambiguous. We've introduced contextual error handling that offers clear, actionable next steps, helping turn failed transactions into successful ones.

🔄 Auto-Redirection for Seamless Experience‍

Clicking on proceed after completing 10 digits input felt like an extra step that the users could do without. We enabled auto-redirection to the plan listing once users complete their 10-digit number, removing unnecessary friction and making the journey smoother.

📝 Input Flexibility: Numeric & Alphanumeric Entry‍

Users faced friction while entering numbers if they are shown a alphanumberic keyboard. We introduced flexible input options, allowing users to search contacts or enter numbers or names directly via numeric and alphanumeric keyboard toggles, making the recharge process easier and more intuitive.

📱 Improved Performance of Plan Listing‍

Inspired by leading UX standards, we optimized scrolling by intelligently hiding the top section while browsing and enabling smooth tab swiping. This makes plan discovery 30% faster, displaying more plans in a single scroll.

Why This Matters for Banks

A frictionless recharge experience isn’t just about convenience—it’s a strategic advantage for banks. By delivering a superior recharge experience, banks can reinforce their position as market leaders while unlocking new monetization opportunities.

💰 Revenue Growth – A 10%+ increase in conversion translates into significant revenue gains given the transaction volume.

⏳ 25% Faster Plan Selection Process – A quicker, more efficient recharge experience means less drop-offs and more successful transactions, ensuring users complete their payments seamlessly.

📌 Higher App Stickiness – Recharge is a high-frequency use case that keeps users engaged, driving cross-sell opportunities.

🔒 Trust & Retention – A smooth recharge journey enhances user confidence in banking apps, increasing overall engagement.

Conclusion

The recharge journey transformation stands as a testament to how small but thoughtful enhancements can drive major improvements in conversion, engagement, and user trust. As digital payments evolve, the focus remains on seamless, intelligent experiences that keep users coming back—ensuring that banks remain at the forefront of digital adoption.

Want to learn more about our latest innovations? Get in touch with us today!

About Nuclei

Nuclei specializes in building purpose-driven ecosystems, collaborating with 25+ global banks and telecoms to design ecosystem-based marketplaces for diverse customer segments, including retail, business, corporate, expats, senior citizens, CXOs, and UHNIs.