Introduction
The Bajaj Finserv app's home screen is some of the most valuable real estate in Indian consumer finance. Tens of millions of customers open it, mostly to do something specific: check an EMI, download a statement, pay a bill through Bajaj Pay, or look at their Insta EMI Card limit. At the same time, Bajaj Finance's business model depends on cross-selling: pre-approved personal loans, top-ups, insurance, fixed deposits, and new EMI offers.
The trade-off: should the top of the home screen prioritise pre-approved offers (cross-sell) or service and self-service shortcuts (what customers came to do)? I'll clarify, classify the trade-off, understand the product, form a hypothesis, define metrics, design an experiment, plan the analysis, set a decision framework, and recommend.
Clarify, classify the trade-off, understand the product, hypothesise, choose metrics, design the test, plan analysis, decide, and recommend.
Step 1
Clarifying Questions (3 minutes)
Why it matters: We need a baseline. Expected answer: A large banner carousel of offers at the top, followed by account cards and a service grid below the fold on smaller phones. Impact on approach: Service is currently secondary.
Why it matters: Sizes the downside of reducing offer space. Expected answer: Home-screen offers drive a meaningful share of digital personal loan and insurance leads. Impact on approach: Any change must be tested carefully.
Expected answer: App reviews complain about "too many ads" and "can't find my statement". Service calls for simple tasks remain high. Impact on approach: Real experience cost exists.
Expected answer: Yes, the app supports server-driven layouts. Impact on approach: The answer may not be one layout for everyone.
Expected answer: The design team can ship variants within a sprint; risk must approve any offer logic changes.
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