Upwards: Customer experience for quickest and easiest loan application via app

ONYX UX & CX Studio
4 min readSep 5, 2019

Upwards is India’s quickest personal loan provider for salaried individuals looking for short-term loans between Rs.20,000 — Rs.2,00,000.

UpWards provides hassle-free personal loans to all job profiles like teachers, software engineers, accountants, retail store employees, nurses and more who draw a minimum monthly salary of Rs. 15,000 and servicing in more than 45 cities in India.

Scope of work

UX Design:
UpWards had an app in place for the last two years and as the users were quite used to with the flow, we did not change a lot in the UX.

UI Design:
The main scope of work for UpWards is to make a better design which would lead new users to fill up the forms with more ease of use.

Interactive PoC:
We also created a fully functioning interactive prototype so the stakeholders and client can experience the app easily.



To be very true, the only challenge in redesigning UpWards was to finalize a theme that would be:

  • Easy to use
  • Easy towards the eyes of the user
  • A design where people won’t mind to come back again and again
  • Something with a serene color scheme

The primary user base of UpWards are millennials and people who are starting their career and they are someone who is looking for a loan, and in a quicker way, they do not want to go through the hassles of visiting a bank, filling up long forms and doing hundreds of signatures, and we had to keep that mindset in our mind while designing the app.


During the user interviews trying to understand peoples pain-point and how they choose their preferred tools and platforms, we interviewed people from different professions, who are starting their career and looking for quick loans. We talked to some existing customers and some users who match the profile of an ideal loan applicant.

User Persona

To create a successful app it is important to understand the types of people who’ll use the app. To do this, we created user personas which will allow us to perform quick testing of assumptions and prioritizing of features during the development process.

UX Flow


Visual Designs




ONYX UX & CX Studio

User Experience & Customer Experience design studio from Mumbai, listed as one of Top 10 UX companies in Clutch. Visit OnyxDigi.Com to know more.