UPI Circle – Feature Introduction Video
A new NPCI-backed UPI feature needed a clear and accessible launch. I led the design of a motion-first, in-app intro experience that helped millions understand and adopt the feature — using storytelling, collaboration, and inclusive design.
Role: Senior Brand Designer & Motion Lead
Timeline: 2 months
Team: Product, UX, Motion Design, Copywriting
Company: PhonePe (Fintech)
Problem Statement
UPI Circle was a new NPCI-backed feature allowing users to delegate payments to trusted contacts. While powerful, the concept was unfamiliar and potentially confusing to a broad demographic — spanning Tier 1 to Tier 4 Indian users. The core challenge:
How might we simplify the concept and drive feature adoption across a highly diverse user base?
Users
PhonePe’s user base across India, ranging from tech-savvy Tier 1 users to first-time digital users in Tier 3/4 regions.
Goal
Design a scalable, accessible way to explain UPI Circle and onboard users seamlessly — using storytelling that works across digital literacy levels.
My Role
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Strategy: Bridged UX, Product, and Motion to define the right narrative approach
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Script Direction: Helped the copywriter craft a relatable, clear story
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Storyboarding: Designed visual flow aligned with PhonePe’s visual identity
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Execution Oversight: Guided the motion team through visual production
Process
1. Deep Dive with
Product & UX
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Understood the functional mechanics of UPI Circle
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Aligned on key user pain points and confusion areas
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Agreed that an in-app explainer video would be the most effective medium
2. Script &
Narrative
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Co-developed the script with the copywriter, grounding it in real-world scenarios
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Focused on showing "Why this matters" to users, not just "what it does"
3. Storyboarding
& Alignment
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Created clear, minimal, and friendly visuals to support the script
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Ensured accessibility and emotional relatability
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Aligned with multiple stakeholders including motion design, product, and legal
4. Production
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Art-directed vector frames
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Oversaw motion production and ensured a consistent tone
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Delivered a polished video for in-app onboarding
Outcome
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Achieved strong CTR and engagement metrics on the video
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High conversion into UPI Circle usage during early launch
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Helped demystify a new product for millions of users, contributing to national-level UPI adoption goals
💡 Reflection
“This project showed me how powerful aligned storytelling can be in product onboarding. By bringing brand, UX, and product perspectives together early, we created clarity out of complexity — something I aim to apply in more hands-on product design roles.”