A Missing Destination
Was Hurting UPI Growth
The absence of a dedicated UPI page was weakening Airtel's UPI perception and discoverability, contributing to major user drop-offs. Data showed that 46% of dual users moved to OHAB-only the following month, resulting in a monthly loss of ~350K users.
Discovery Was Broken
From the Start
The current Airtel UPI experience had a discovery problem. To reach UPI, users had to go through multiple clicks, and the only visible ingress on the high-traffic Manage page was a QR scan entry point that supported only scan-and-pay behaviour.
This limited setup was not helping users understand that Airtel also offers a broader UPI experience beyond Airtel Payments Bank. Many users continued to associate Airtel UPI only with APB and did not perceive it as a complete UPI product that could support other bank accounts.
The problem was not just awareness — it was access and perception. We had an opportunity to scale the existing high-traffic QR ingress into a dedicated UPI page.
Scale the Ingress,
Not the GTM
To solve the discovery problem, we explored how the existing QR ingress on the Manage page could be scaled into a broader UPI entry point. The idea was to move beyond a scan-only behaviour and use that high-traffic ingress as the foundation for a more complete UPI experience.
Instead of creating a completely new entry or depending on GTM alone, we benchmarked multiple apps to understand how they structured UPI as a standalone destination.
6 Patterns That
Shaped the Design
QR Scan Is an Entry, Not a Destination
Most leading apps use QR scan as a strong entry point, but they do not limit the experience to scan-only behaviour — it opens into a broader ecosystem.
Richer Ecosystem Beyond Scan
The scan entry often opens into a broader UPI ecosystem with actions like send money, bank account management, and transaction history.
Multi-Bank Account Clarity
Strong UPI products clearly communicate that users can transact using multiple bank accounts — not just the app's own banking entity.
Dedicated Page = Stronger Identity
A dedicated UPI page creates a stronger product identity and makes the experience feel complete and trustworthy to users.
Discoverability Through Consolidation
Bringing all key UPI actions into one place improves discoverability and reduces navigation effort for users seeking payment features.
Group High-Frequency Actions
Users are better supported when high-frequency payment actions are grouped into one visible and easy-to-access destination.
A Dedicated UPI
Independent Page
We scaled the existing scan-only UPI entry into a dedicated UPI Independent Page that made Airtel's UPI experience more complete, discoverable, and actionable. By bringing all key UPI tasks — send money, bank accounts, transaction history, UPI settings — into one place, the new page helped users discover the full breadth of Airtel UPI.
Single-purpose QR scan entry. Users had no way to discover send money, bank account management, or transaction history from this screen.
Dedicated UPI Independent Page — QR scan, send money, UPI ID, bank accounts, transaction history, UPI settings, payment options, and help all in one scrollable destination.