slice Salaried Card: Rebuilding Onboarding for a New Segment
Redesigned credit onboarding around the needs of salaried applicants.
- Fintech Onboarding
- Credit Products
- Conversion Design
- New Customer Segments
Sandeep Injarapu
Associate Director, Product at Razorpay
From their time as
Director, Product
slice • 2021 - 2021
Overview
Sandeep helped launch slice's salaried-card segment by rebuilding onboarding around formal income and credit data. The new flow reduced average completion time from 50 to 60 minutes to five minutes for about 85% of users.
The Story
Sandeep joined slice with a mandate to build for salaried customers after the company had established a strong student proposition. The existing onboarding reflected students' limited formal credit and income histories, making it too involved for the new segment.
The founder set a high bar for the experience and a six-week launch window. Sandeep and the team spent about a week shaping the product, prototypes, engineering plan, and bureau integrations.
He rebuilt the journey around salaried applicants' available credit signals. That meant coordinating APIs and data flows with bureaus including CIBIL and TransUnion while keeping the interface fast and coherent.
The team reduced average onboarding from roughly 50 to 60 minutes to five minutes for about 85% of applicants. Customer feedback described the experience as smooth, matching the intent behind the internal Project Makhan name.
The launch established the salaried segment as a new growth path for slice. Sandeep also led a wider app redesign whose core visual choices remained visible as the product evolved.
Ownership Snapshot
Broad role
Led product development for slice's salaried customer segment.
Goal
Create a fast credit-card onboarding experience for salaried applicants.
Direct ownership
Reworked the onboarding flow, prototypes, bureau integrations, and product experience.
Team execution
Led design and engineering work with founders, credit bureaus, and internal partners.