---
title: "Fampay (YC S19) Case Study | Utkarsh Panwar"
description: "Redesigning Fampay's Cashback Store voucher flow so teen users stopped losing voucher value: an 80% drop in complaints and 20% support bandwidth freed."
url: https://www.utkarshdesign.com/work/fampay
author: Utkarsh Dhairya Panwar
updated: 2026-10-11
---

# Fampay Cashback Store

![Fampay Cashback Store phone mockup on a marble surface](https://www.utkarshdesign.com/images/Ik1oy899PXGstahzVRlYrnlXcI.webp)

- **Brand:** Fampay - YC S19
- **My Role:** Product Design Intern
- **Team:** 2 Designers, 1 PM, 2 Engineers
- **Timeline:** Sep 23 - Oct 23
- **Status:** Shipped during Internship
- **Impact:** 80% Reduction in one time voucher complaints 20% Support team bandwidth freed up

## Overview

Preventing voucher value loss for teen users by making value-loss risk easier to understand before purchase.

This case study focuses on the Cashback Store experience inside FamPay, where users could redeem cashback for vouchers. The challenge was not simply making the flow look better. It was helping users avoid accidental loss of value while keeping the experience fast and intuitive.

## Context

- **What is Fampay?**: FamPay is India's wallet built for teens learning to spend, save, and pay independently.
- **What is Cashback Store?**: Cashback Store is an in-app rewards marketplace where users can redeem cashback for branded vouchers and offers.

![Cashback Store home screen inside the Fampay app](https://www.utkarshdesign.com/images/RcTGLvs1UsGvtBFVznkprJnaPWw.webp)

## What was happening

Some vouchers were one-time use. If users spent only part of the value, the rest could be lost. The mistake began before redemption, during purchase.

![Voucher purchase flow where the one-time-use rule was easy to miss](https://www.utkarshdesign.com/images/yCZnzLBiKujEdDy07hajMKwXgc.webp)

## The same issue felt different on each side

Before designing anything, I mapped the tension on both sides.

- **User Confusion**One-time vouchers didn't feel different
- The downside showed up too late
- It felt like losing money

Business Impact

- Support complaints kept increasing
- Trust in Cashback Store started weakening
- A revenue surface was getting harder to scale

## How the experience worked

Cashback Store wasn't one screen. It was a connected journey across discovery, purchase, redemption and reuse. So I mapped the entire flow first, to identify key decision points and moments needing clarity.

![Full Cashback Store journey map](https://www.utkarshdesign.com/images/PmQToF4ySPGef9o4hMeSn1onBs.webp)

![Journey map with my focus areas highlighted](https://www.utkarshdesign.com/images/k8G60NyNSyLVs4nlNoxen2pyYUA.webp)

## North star design principles

- **Clarity before commitment**: Users should know how one-time vouchers work before buying.
- **Keep flow lightweight**: The flow should stay fast, simple, and easy to complete.
- **Carry clarity forward**: Users should still feel guided after purchase, not left to memory.

## What we explored

Each direction was pushed far enough to find its real failure mode, not whether it looked good, but whether it would actually change behaviour under real conditions with a real teenager.

![Early exploration of clarity-before-purchase directions](https://www.utkarshdesign.com/images/5FOQAw4ZbJYRMcIWLGjT9v2s.webp)

## Redemption was outside our control

Once users copied the voucher code and moved into a merchant app, FamPay could no longer influence what happened next.

![Exploration of the redemption hand-off into the merchant app](https://www.utkarshdesign.com/images/YKY5FbM84S7RJWwwBzRJKLqlg.webp)

## What changed in the flow

The redesign introduced clarity before purchase and again at redemption.

### Clarity was introduced at the moments where users were most likely to make a mistake.

![Voucher purchase screen without annotations](https://www.utkarshdesign.com/images/TJIycZhtS2Zy07Aa7k7a7aN3JyA.webp)

![Voucher purchase screen annotated: positioned right above the Buy Now button, enabling clear visibility for users](https://www.utkarshdesign.com/images/9XwbHNQY3ezQHalJV3hcxoZC2M.webp)

![Purchase to redemption flow before highlighting the one-time-use warning](https://www.utkarshdesign.com/images/mz7zZ4eRP4xQOjOPJnzA1AOI.webp)

![Purchase to redemption flow with the one-time-use warning step highlighted](https://www.utkarshdesign.com/images/qnVwxsfnEw0krdzPtf02PjI16A.webp)

### Carried the rule beyond purchase

![Redemption flow carrying the one-time-use reminder forward](https://www.utkarshdesign.com/images/Qc80pc5fMnzpfpPbXCpmhKwpA.webp)

## Impact

The support team noticed the change before we pulled the data.

- **80%** Reduction in voucher-related support tickets post-launch
- **20%** Support bandwidth freed for higher-value user issues

> Utkarsh brought clarity and structure to our voucher flow. His work reduced confusion and made the experience feel more reliable.
> (Esham Hassain, UX Designer, Fampay - YC S19)

Next case study: Next Case Study

---

Utkarsh Dhairya Panwar, Founding Product Designer and Design Engineer (IIT Roorkee; Founding Designer at CodeAnt AI, YC W24). Email: work@utkarshdesign.com · Book a call: https://cal.com/utkarsh-design/30min · Hire: https://www.utkarshdesign.com/hire · About: https://www.utkarshdesign.com/llms.txt