Understanding new-to-UPI users’ experiences with UPI-based digital payment apps

Proposal for an outcome-based survey to test the effectiveness of UPI-fraudawareness campaign.

In a recent study to evaluate the effectiveness of consumer awareness campaigns relating to United Payment Interface(UPI) frauds, Dvara Research interviewed ~85 low-income, new-to-UPI users from metro cities and small towns.

In this interim report, we document our observations about the user interface of In-App GRMs in UPI applications (UPI Apps). Our observations are based on our review of the customer redress journey on these GRMs – mainly in terms of the GRM’s accessibility and usability – from the lens of a low-income, digital immigrant customer.

Under the Center for Customer Protection, Dvara Research has been working on developing a market monitoring tool that leverages social media data to identify customer-facing issues with India’s leading payment infrastructure, the Unified Payments Interface (UPI).

While the usage of UPI-based payments has been steadily increasing, the experiences of new-to-UPI users are relatively less examined.

This study was conducted through a donation from WhatsApp Pay. All material created under this study is made available as a public good, accessible through this page.