Overview
Ujjivan needed to launch its voice-led mobile banking app for microbanking customers, where less than one percent used the existing app because many felt digital banking was not for them. Puchke Toh Dekho reframed banking as a conversation: if they could ask, they could bank.
For microbanking customers, intimidation is often the barrier to digital adoption. Voice, language, and a narrative grounded in daily life made the app feel approachable.
Our Role
Success
Feature Education
The launch assets integrated education into the app proposition, helping customers see voice-led banking as something they could use.
Usage Journey
Usage-led assets showed how conversation could reduce intimidation and make mobile banking feel more natural.
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