An observation regarding user behaviour vs product feature innovation: In this article, I am sharing with you an example of how small things/experiences around us, makes us learn key consumer behaviour insights which reinforces the right product thinking. While changing the quick responses for incoming calls on my phone settings…

Since its launch (for consumers) on August 25th 2016, BHIM UPI has been a great success story in the Indian Payments ecosystem in terms of consumer adoption. As of today, there are close to 40 mn+ distinct BHIM UPI users who have created one or more BHIM UPI IDs across…