Designing First Card Engagement
A native rebuild of the credit card experience, from post-activation dashboard to UPI linking to rewards discovery, designed to bring users back to the app.
Quick FYI 📌
This project is still in development, so I can’t share the full design process, detailed solutions & designs just yet.
Happy to give an end-to-end walkthrough 1:1.
About MobiKwik First Card
MobiKwik's First Card is a Lifetime Free, FD-backed Rupay credit card built for new-to-credit users in tier 2 and 3 cities. We've 14 lakh+ users including students, homemakers, gig workers, and small business owners. People who've never had a credit score and are using their first formal credit instrument through us.
Where the problems actually sat?
A large share of First Card transactions were happening on competitor platforms. Users were getting issued the card and then quietly disappearing into other apps to actually use it. The card had become technically alive but functionally invisible.
Three structural issues underneath the engagement gap:
The post-activation dashboard was a redirect to the SBM bank SDK, where users moved through laggy, broken screens. Every interaction with their own card felt like leaving the app.
The post-onboarding experience was scattered. Bill payments, UPI linking, and card management were buried across random categories.
The rewards ecosystem was invisible. SuperCash, loans, and other high-value features existed but were buried deep enough that users never discovered them. We had the engagement layer. We just hadn't surfaced it.
The deeper problem wasn't acquisition. It was the experience after the card was issued.
Solutions direction
The design strategy was shaped by three goals:
Activate users immediately after issuance with engagement-led nudges that connect the card to MobiKwik's broader ecosystem.
Restructure the dashboard around consumption-first hierarchy.
Make the rewards ecosystem visible so users actually discover what their card unlocks beyond just spending.