Evolution of Experimentation at Razorpay.
The Art of Trial & Error!
Evolution of Experimentation at Razorpay.
The Art of Trial & Error!
This is the story of how we learned, iterated, and built better experiences through the art of trial and error.
Role
Product Designer,
UX Researcher
Duration
2021 - 2023
Juggernaut : our first big experiment
It all began in late 2020, when digital adoption was booming post-pandemic, and competition in the payments space was heating up. Pricing had become a key differentiator, and we needed a way to drive conversions for Razorpay’s Payment Gateway while cross-selling our newer product, RazorpayX, the business banking wing.
In just a few weeks, our small remote team came up with an experiment - Project Juggernaut, to test if a bundled pricing offer could improve adoption.
We ran three pricing variants (original, slashed, and bundled) to see how merchants responded. Over a month, we found:
A 7.27% rise in sign-up starts for the bundled version.
A modest 1.68% increase in active users (MTUs).
It all began in late 2020, when digital adoption was booming post-pandemic, and competition in the payments space was heating up. Pricing had become a key differentiator, and we needed a way to drive conversions for Razorpay’s Payment Gateway while cross-selling our newer product, RazorpayX, the business banking wing.
In just a few weeks, our small remote team came up with an experiment - Project Juggernaut, to test if a bundled pricing offer could improve adoption.
We ran three pricing variants (original, slashed, and bundled) to see how merchants responded. Over a month, we found:
A 7.27% rise in sign-up starts for the bundled version.
A modest 1.68% increase in active users (MTUs).
But, there was a twist in the plot!
But, there was a twist in the plot!
Only 1/2600 Users who opted for the Juggernaut Offering, actually opened a RazorpayX Current Account!
Only 1/2600 Users who opted for the Juggernaut Offering, actually opened a RazorpayX Current Account!
The conclusion? There was a clear persona mismatch, merchants looking for a payment gateway weren’t necessarily interested in opening a current account at the same time. And long sales turnaround times (4.5 days on average) hurt conversion.
We didn’t strike gold, but we found the light switch in a dark room, learning what worked, what didn’t, and what to test next.
The conclusion? There was a clear persona mismatch, merchants looking for a payment gateway weren’t necessarily interested in opening a current account at the same time. And long sales turnaround times (4.5 days on average) hurt conversion.
We didn’t strike gold, but we found the light switch in a dark room, learning what worked, what didn’t, and what to test next.
Building the backbone : CampaignHQ and Growth Service
Juggernaut revealed another problem: experimentation was slow. Every test required weeks of setup and coordination.
So we built a system to change that.
We created Growth Service, a backend that automated growth assets like banners, pop-ups, and lead generation forms, to start with. On top of it, we built CampaignHQ, a tool that empowered product marketers to launch A/B tests and campaigns in hours, not weeks.
From segmentation and scheduling to real-time previews and variant testing, everything was self-serve. And finally we were experimenting at scale : fast, consistent, and data-driven.
So in a span of just 6 months,
Juggernaut revealed another problem: experimentation was slow. Every test required weeks of setup and coordination.
So we built a system to change that.
We created Growth Service, a backend that automated growth assets like banners, pop-ups, and lead generation forms, to start with. On top of it, we built CampaignHQ, a tool that empowered product marketers to launch A/B tests and campaigns in hours, not weeks.
From segmentation and scheduling to real-time previews and variant testing, everything was self-serve. And finally we were experimenting at scale : fast, consistent, and data-driven.
So in a span of just 6 months,
CampaignHQ powered assets had
1M+ impressions!
And those assets had an average CTA rate of 9.13%
And those assets had an average CTA rate of 9.13%
CampaignHQ powered assets had
1M+ impressions!
Learning and scaling : Project Nitro
One of Juggernaut’s biggest lessons was segmentation. So we launched Project Nitro, focused on targeting only registered merchants, the right audience for RazorpayX cross-sell.
With sharper targeting and automated campaign capabilities, 1,500+ merchants opened current accounts with RazorpayX within a year, effectively doubling our merchant base.
When experimentation meets focus, the results follow.
One of Juggernaut’s biggest lessons was segmentation. So we launched Project Nitro, focused on targeting only registered merchants, the right audience for RazorpayX cross-sell.
With sharper targeting and automated campaign capabilities, 1,500+ merchants opened current accounts with RazorpayX within a year, effectively doubling our merchant base.
When experimentation meets focus, the results follow.
Impact
2x merchant base
(RazorpayX - Current Account)
(RazorpayX - Current Account)
Impact
2x merchant base
Redefining the brand through experimentation
By 2022, we realized something deeper, our brand wasn’t resonating anymore. The website felt technical and lacked warmth. We hypothesized that infusing more transparency, storytelling, and emotion into our pages could rebuild trust and engagement.
We started with one of the most visited pages, the Pricing Page.
Through countless iterations and A/B tests, we made pricing more transparent, improved discoverability, and gave it a human touch. The results spoke for themselves:
By 2022, we realized something deeper, our brand wasn’t resonating anymore. The website felt technical and lacked warmth. We hypothesized that infusing more transparency, storytelling, and emotion into our pages could rebuild trust and engagement.
We started with one of the most visited pages, the Pricing Page.
Through countless iterations and A/B tests, we made pricing more transparent, improved discoverability, and gave it a human touch. The results spoke for themselves:
Visitor to Sign Up start
/ month
Increased by
32%
Product page discovery
/ month
Improved by
33.65%
Visitor to Sign Up start
/ month
Increased by
32%
Product page discovery
/ month
Increased by
33.65%
That success gave us confidence to push further, we experimented with flat pricing packages for SMEs in Tier 2 and 3 cities. And with one experiment, adoption crossed 2,000 merchants!
That success gave us confidence to push further, we experimented with flat pricing packages for SMEs in Tier 2 and 3 cities. And with one experiment, adoption crossed 2,000 merchants!
Renewal rate
75%
Which added to a consistent solid revenue growth.
The Road Ahead - Razorpay Rebranding
Of course, not every experiment landed perfectly, a later visual perception study revealed that our new design language didn’t fully resonate with Razorpay’s core identity. But that’s the essence of experimentation: uncovering the right levers, one insight at a time.
Between 2023 and 2024, Razorpay underwent a complete in-house rebrand, and I was part of that core team. The new design language took a more human-centered approach, infused with emotional cues that connected deeply with our primary audience, the merchants. It marked a significant evolution from our earlier, more edgy and tech-driven visual style.
Of course, not every experiment landed perfectly, a later visual perception study revealed that our new design language didn’t fully resonate with Razorpay’s core identity. But that’s the essence of experimentation: uncovering the right levers, one insight at a time.
Between 2023 and 2024, Razorpay underwent a complete in-house rebrand, and I was part of that core team. The new design language took a more human-centered approach, infused with emotional cues that connected deeply with our primary audience, the merchants. It marked a significant evolution from our earlier, more edgy and tech-driven visual style.
Evangelising design practices
From bundled pricing to brand revamps, every experiment shaped our approach, faster testing, deeper insights, better decisions.
We learned that experimentation isn’t chaos; it’s structured curiosity. It’s about being okay with being wrong, but never standing still.
As I wrapped up this chapter at Razorpay, I got to share this journey in a talk titled “The Art of Trial and Error” at an AOH Meetup, where 120+ aspiring designers joined in to discuss design, data, and the joy of learning from the unknown.
From bundled pricing to brand revamps, every experiment shaped our approach, faster testing, deeper insights, better decisions.
We learned that experimentation isn’t chaos; it’s structured curiosity. It’s about being okay with being wrong, but never standing still.
As I wrapped up this chapter at Razorpay, I got to share this journey in a talk titled “The Art of Trial and Error” at an AOH Meetup, where 120+ aspiring designers joined in to discuss design, data, and the joy of learning from the unknown.
Evolution of Experimentation at Razorpay.
The Art of Trial & Error!
This is the story of how we learned, iterated, and built better experiences through the art of trial and error.
Role
Product Designer,
UX Researcher
Duration
2021 - 2023
fin.
fin.