LoanTap Limitless Card - Customer journey and Card Design

Back to Projects

Category:

Product Design

Client:

LoanTap

Preview

Preview

Preview

Overview:

In 2021, LoanTap, in partnership with SBM Bank (India) and RuPay, launched the Limitless Prepaid Card - a prepaid card backed by a personal line of credit. It offered users the flexibility of a credit card with the simplicity of a prepaid system, allowing instant spending and EMI conversion.

My Role: Lead Product Designer
Platforms: Integration in Mobile App & Website, Card Kit, Marketing Collateral
Target Users: Indian millennials (Age 21–35, salaried, ₹30k+ monthly income)

Problem Statement

Many young professionals in India struggled with rigid loan processes and unclear EMI terms.

Key challenges identified:

Existing credit products were
Time-consuming to apply for
Lacking transparency in charges
Split across multiple apps for servicing

LoanTap wanted to design a “Limitless” experience
— a single ecosystem combining credit access, card usage, and EMI management.

Project Goals

Simplify onboarding and approval process

Design a premium yet minimal visual identity

Enable real-time card control and EMI conversion

Ensure RBI/RuPay compliance

Support Buy Now, Pay Later (BNPL) functionality

Design Approach

Followed the Double Diamond Framework: Discover → Define → Design → Deliver

1. Discover	2. Define	3. Develop	4. Deliver
User Interviews Surveys & Questionnaires Competitive Analysis Stakeholder Interviews	User Personas Empathy Mapping User Journey Mapping	Brainstorming Sessions Sketching & Storyboarding Wireframing & Prototyping User Flow Diagrams Information Architecture	Usability Testing High-Fidelity Design Design System Handoff

1. Discover

2. Define

3. Develop

4. Deliver

User Interviews

Surveys & Questionnaires
Competitive Analysis
Stakeholder Interviews

User Personas
Empathy Mapping
User Journey Mapping

Brainstorming Sessions

Sketching & Storyboarding
Wireframing & Prototyping
User Flow Diagrams
Information Architecture

Usability Testing
High-Fidelity Design
Design System Handoff

User Flow

Production Ready Screens

Card Design

Objective:
To design a premium, compliant, and visually striking Limitless Card that reflects freedom, trust, and financial empowerment — aligning with LoanTap’s modern fintech identity, SBM Bank’s credibility, and RuPay/NPCI’s brand standards.

Compliance & NPCI \| RuPay Guidelines
Mandatory Front Elements RuPay logo: Bottom-right corner (minimum clear space around logo as per NPCI design guide) Use authorized full-color logo (blue, orange, green) Issuer Bank logo (SBM Bank): Top-right or top-left corner Must be prominent, not overshadowed by product branding Issuer/Fintech branding (LoanTap): Front or back side, smaller than bank logo but visible EMV chip: Top-left area, as per ISO card standards Card details: Card number (16 digits) Valid thru date Cardholder name Mandatory Back Elements Magnetic stripe and CVV panel Signature strip with white background Cardholder instructions (e.g. helpline, website) NPCI compliance text: “Issued by SBM Bank India Limited in association with LoanTap under license by RuPay (NPCI).” Customer service and grievance redressal details Technical Specs Dimensions: 85.60 × 53.98 mm (ISO/IEC 7810 ID-1) Rounded corners (3.18 mm radius) High contrast for printed text and machine readability NFC contactless logo if supported