{"id":8498,"date":"2018-12-17T17:40:12","date_gmt":"2018-12-17T12:10:12","guid":{"rendered":"https:\/\/www.instamojo.com\/blog\/?p=8498"},"modified":"2022-08-05T17:11:48","modified_gmt":"2022-08-05T11:41:48","slug":"redesign-for-business-products-instamojo-rebranding-case-study","status":"publish","type":"post","link":"https:\/\/www.instamojo.com\/blog\/redesign-for-business-products-instamojo-rebranding-case-study\/","title":{"rendered":"Redesign for Business Products: Instamojo Rebranding Case Study"},"content":{"rendered":"<section class=\"section section--body section--first\">\n<div class=\"section-content\">\n<div class=\"section-inner sectionLayout--insetColumn\">\n<p id=\"af0e\" class=\"graf graf--p graf-after--figure\">In August this year (2018),\u00a0we launched Instamojo\u2019s new brand (along with a new line of products). As a part of the rebranding, we redesigned our products across the web and mobile platforms.<\/p>\n<p id=\"d856\" class=\"graf graf--p graf-after--p\">There were many questions to answer, like:<\/p>\n<ul class=\"postList\">\n<li id=\"5b03\" class=\"graf graf--li graf-after--p\">How much should the design, interface, and experience change?<\/li>\n<li id=\"464c\" class=\"graf graf--li graf-after--li\">How will it affect the business and experience of our existing customers? How much time will they spend retraining their staff?<\/li>\n<li id=\"e0b7\" class=\"graf graf--li graf-after--li\">How long will it take to conceptualise, iterate, test, and deliver? How much time do we have?<\/li>\n<li id=\"3ab2\" class=\"graf graf--li graf-after--li\">How many people would we need?<\/li>\n<\/ul>\n<p id=\"b5ea\" class=\"graf graf--p graf-after--li\">We had 45 days to get everything done.<\/p>\n<h2 id=\"aeca\" class=\"graf graf--h3 graf-after--p\">When do we need a redesign?<\/h2>\n<p id=\"200c\" class=\"graf graf--p graf-after--h3\">Let\u2019s talk about when a redesign is unavoidable.<\/p>\n<p id=\"21ec\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong\">First\u2014<\/strong>if the business or product is pivoting. A fundamental shift in the nature of problems or target user mandates a redesign.<\/p>\n<p id=\"e52b\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong\">Second\u2014<\/strong>when the design problems are costing the customer or the business. In most cases, both happen together and do damage before they get noticed.<\/p>\n<p id=\"93fd\" class=\"graf graf--p graf-after--p\">The best approach, in both scenarios, is to start from scratch \u2014 the user. Anything else would increase the cost further.<\/p>\n<p id=\"fc3c\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong\">Third\u2014<\/strong>is rebranding\u2014a shift in tone and identity of the business. It could be a complete overhaul including a name change. Or a refinement of the original brand.<\/p>\n<p id=\"c198\" class=\"graf graf--p graf-after--p\">In the first case, when the brand is changing completely, it may require the design team to delve deeper and rethink all the mental models from scratch. As a result, everything could change\u2014the structure, language, tone, interface, visuals, etc. The scope for such a redesign exercise depends on why the redesign was done in the first place.<\/p>\n<p id=\"1aa1\" class=\"graf graf--p graf-after--p\">But in the second case, when you\u2019re refining a brand that already works, an iterative evolution of design is a better approach. This helps preserve the nuances and learnings from past.<\/p>\n<p id=\"31e3\" class=\"graf graf--p graf-after--p\">Here, \u201c<em class=\"markup--em markup--p-em\">realign<\/em><em class=\"markup--em markup--p-em\">\u201d<\/em>\u00a0is a better term than \u201c<em class=\"markup--em markup--p-em\">redesign\u201d<\/em>.<\/p>\n<p id=\"c6ca\" class=\"graf graf--p graf-after--p\">That was the case with Instamojo. We were building on top of our existing brand. We were amplifying what worked, our \u201cDesign for India\u201d approach, and realigning our messaging to what mattered most to our customers.<\/p>\n<h2 id=\"3f5b\" class=\"graf graf--h3 graf-after--p\">How deep did we need to go to redesign?<\/h2>\n<p id=\"82ce\" class=\"graf graf--h4 graf-after--h3\">Our customers\u2019 needs were the most important. Instamojo is used by lakhs of businesses who have a staff of 100s and 1000s \u2014 all of whom have learned Instamojo workflows and depend on them every day to get their job done. If we changed one button, several businesses would stop functioning.<\/p>\n<p id=\"c044\" class=\"graf graf--p graf-after--h4\">This is why you don\u2019t see a radical redesign in products built for work or enterprise. Even if they do go through a major redesign, they are always versioned to prevent the shock of switching costs.<\/p>\n<p id=\"7e19\" class=\"graf graf--p graf-after--p\">You can redesign, for example, Twitter without such concerns. Sure, your users and marketing departments might hate you for a bit. But no one\u2019s life would change dramatically. (WhatsApp is the opposite).<\/p>\n<p id=\"dd17\" class=\"graf graf--p graf-after--p graf--trailing\">Bad redesigns can even kill a vitamin app, especially\u00a0when users hate it. It\u2019s most likely because you were thinking of your needs more than your users\u2019.<\/p>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"section section--body\">\n<div class=\"section-divider\">\n<hr class=\"section-divider\" \/>\n<\/div>\n<div class=\"section-content\">\n<div class=\"section-inner sectionLayout--insetColumn\">\n<h3 id=\"84c3\" class=\"graf graf--p graf--leading\"><strong>We were redesigning Instamojo in two phases:<\/strong><\/h3>\n<ol class=\"postList\">\n<li id=\"bbaa\" class=\"graf graf--li graf-after--p\"><strong class=\"markup--strong markup--li-strong\">Rebranding<\/strong>: To be launched with mojoCon and our new brand (this was to be done within 45 days)<\/li>\n<li id=\"1fc6\" class=\"graf graf--li graf-after--li\"><strong class=\"markup--strong markup--li-strong\">Long-term redesign for scale<\/strong>: Iterative improvements in the product, design, and experience to make the product more scalable<\/li>\n<\/ol>\n<h4 id=\"4926\" class=\"graf graf--h4 graf-after--li\">Rebranding<\/h4>\n<p id=\"9d39\" class=\"graf graf--p graf-after--h4\">Rebranding the public facing Instamojo properties was the first priority. While the marketing and the communications design teams started working on the language, tone and messaging of Instamojo, the product design team was iterating to realigning our design system to the new brand aesthetics.<\/p>\n<p id=\"2b02\" class=\"graf graf--p graf-after--p\">While our design system, grown over the past 4 years, deserves a full post; our component library was changing the most. It has several layers:<\/p>\n<ol class=\"postList\">\n<li id=\"4b5f\" class=\"graf graf--li graf-after--p\"><strong class=\"markup--strong markup--li-strong\">Brand<\/strong> \u2014 basic brand identity and usually the first order derivatives (UI colours, type scales, etc.)<\/li>\n<li id=\"55cc\" class=\"graf graf--li graf-after--li\"><strong class=\"markup--strong markup--li-strong\">Base<\/strong>\u00a0(Elements) \u2014 Divs, type usage, shapes, the basic indivisible visual units of the interface<\/li>\n<li id=\"bb5e\" class=\"graf graf--li graf-after--li\"><strong class=\"markup--strong markup--li-strong\">Objects<\/strong> \u2014 Units which are made up of several elements. Eg: Buttons, Fields, Cards, Tables, etc.<\/li>\n<li id=\"67ce\" class=\"graf graf--li graf-after--li\"><strong class=\"markup--strong markup--li-strong\">Components<\/strong> \u2014 Reusable interface models that have a lifecycle and several states. Eg: Cards, Menus \/ Navigations, Tabs, etc.<\/li>\n<li id=\"b56c\" class=\"graf graf--li graf-after--li\"><strong class=\"markup--strong markup--li-strong\">Templates &amp; Flows<\/strong> \u2014 a full structure\/layout that is made up of several components.<\/li>\n<\/ol>\n<p><img class=\"progressiveMedia-image js-progressiveMedia-image\" src=\"https:\/\/cdn-images-1.medium.com\/max\/1000\/1*ofFCXn-3ilFhbY3j6-L5Bg.png\" data-src=\"https:\/\/cdn-images-1.medium.com\/max\/1000\/1*ofFCXn-3ilFhbY3j6-L5Bg.png\" \/><\/p>\n<\/div>\n<div class=\"section-inner sectionLayout--outsetColumn\" style=\"text-align: center;\">\n<figure id=\"bc9a\" class=\"graf graf--figure graf--layoutOutsetCenter graf-after--li\" data-scroll=\"native\"><figcaption class=\"imageCaption\">The older version of the\u00a0<strong class=\"markup--strong markup--figure-strong\">component library<\/strong>\u00a0a part of the\u00a0<strong class=\"markup--strong markup--figure-strong\">design system<\/strong>\u00a0we use at Instamojo<\/figcaption><\/figure>\n<\/div>\n<div class=\"section-inner sectionLayout--insetColumn\">\n<p id=\"f95b\" class=\"graf graf--p graf-after--figure\">We have another component library for our public facing landing pages that was rebranded in parallel. Design systems not only help us improve the quality but also deliver faster.<\/p>\n<p id=\"12c7\" class=\"graf graf--p graf-after--p\">A living design system helps you:<\/p>\n<ol class=\"postList\">\n<li id=\"bb5b\" class=\"graf graf--li graf-after--p\">Estimate &amp; prioritise the work and scope<\/li>\n<li id=\"78e3\" class=\"graf graf--li graf-after--li\">Covers the risk of missing something critical<\/li>\n<li id=\"3841\" class=\"graf graf--li graf-after--li\">Preserve knowledge<\/li>\n<\/ol>\n<p id=\"c5b1\" class=\"graf graf--p graf-after--li\">In fact, every progressive iteration gives you a chance to fix past mistakes.<\/p>\n<p id=\"fe22\" class=\"graf graf--p graf-after--p\"><strong>For example, this was our earlier colour palette:<\/strong><img class=\"progressiveMedia-zoom js-progressiveMedia-inner\" src=\"https:\/\/cdn-images-1.medium.com\/max\/1600\/1*Rsk3zGsEiOmHuOyo7Ae-2w.png\" \/><\/p>\n<figure id=\"5eda\" class=\"graf graf--figure graf-after--p\"><figcaption class=\"imageCaption\">Instamojo\u2019s old brand colour palette till July\u00a02018<\/figcaption><\/figure>\n<p id=\"eab9\" class=\"graf graf--p graf-after--figure\"><strong>And this is our new palette:<\/strong><\/p>\n<p><img loading=\"lazy\" class=\"alignnone size-large wp-image-8505\" src=\"https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/sid3-1024x321.png\" alt=\"\" width=\"1024\" height=\"321\" srcset=\"https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/sid3-1024x321.png 1024w, https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/sid3-300x94.png 300w, https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/sid3-768x241.png 768w, https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/sid3-960x301.png 960w, https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/sid3.png 1500w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<figure id=\"0f6e\" class=\"graf graf--figure graf-after--p\"><figcaption class=\"imageCaption\">The new Instamojo brand colour palette launched in August\u00a02018<\/figcaption><\/figure>\n<p id=\"956c\" class=\"graf graf--p graf-after--figure\"><strong>And here is the palette we derived from our brand <\/strong>colours<strong>:<\/strong><\/p>\n<p class=\"graf graf--p graf-after--figure\"><img class=\"progressiveMedia-image js-progressiveMedia-image\" src=\"https:\/\/cdn-images-1.medium.com\/max\/1000\/1*hc5jpHpose6sEVSQwXdA1g.png\" data-src=\"https:\/\/cdn-images-1.medium.com\/max\/1000\/1*hc5jpHpose6sEVSQwXdA1g.png\" \/><\/p>\n<\/div>\n<div class=\"section-inner sectionLayout--outsetColumn\">\n<figure id=\"7d30\" class=\"graf graf--figure graf--layoutOutsetCenter graf-after--p\" data-scroll=\"native\"><figcaption class=\"imageCaption\"><strong class=\"markup--strong markup--figure-strong\">UI Colour Palette<\/strong>\u00a0derived from the brand colour\u00a0palette<\/figcaption><\/figure>\n<\/div>\n<div class=\"section-inner sectionLayout--insetColumn\">\n<p id=\"ebf7\" class=\"graf graf--p graf-after--figure\">As discussed earlier, our primary concern was minimising re-learning for our existing customers. What is it that our users hard learned? What would they need to relearn?<\/p>\n<h4 id=\"ab69\" class=\"graf graf--h4 graf-after--p\">Procedural Memory<\/h4>\n<p id=\"5bd1\" class=\"graf graf--p graf--hasDropCapModel graf--hasDropCap graf-after--h4\"><span class=\"graf-dropCap\">O<\/span>ur learning, especially the user-interface learning, heavily relies on muscle-memory (a type of\u00a0procedural memory). This is the same sort of memory we rely on to accomplish things like touch typing, cycling, etc.<\/p>\n<p id=\"8a5c\" class=\"graf graf--p graf-after--p\">There are two relevant parts for our discussion on understanding memory and learning:<\/p>\n<ol class=\"postList\">\n<li id=\"2879\" class=\"graf graf--li graf-after--p\"><strong class=\"markup--strong markup--li-strong\">Spatial Memory<\/strong>: Simply put, spatial memory helps you recall where things are. This is also how you remember what switch is for what purpose in your house.<\/li>\n<li id=\"1da3\" class=\"graf graf--li graf-after--li\"><strong class=\"markup--strong markup--li-strong\">Visual Memory<\/strong>: How things look \u2014 relative contrast, size, shape, etc. This is how we learn to read the script of a language and get better at it.<\/li>\n<\/ol>\n<p id=\"a22e\" class=\"graf graf--p graf-after--li\">Since we were not changing the basic structure and architecture of the products, that took care of the spatial memory.<\/p>\n<p id=\"95e7\" class=\"graf graf--p graf-after--p\">For visual memory, we focused on the relative contrast of visual components. Either retaining or improving their relative contrast.<\/p>\n<p id=\"6fe4\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong\">For example,<\/strong>\u00a0our buttons for positive, negative, and neutral actions had different contrasts. We improved the relative contrast between the buttons while translating them into our new design system.<\/p>\n<\/div>\n<div class=\"section-inner sectionLayout--outsetColumn\">\n<figure id=\"801f\" class=\"graf graf--figure graf--layoutOutsetCenter graf-after--p\" data-scroll=\"native\">\n<div class=\"aspectRatioPlaceholder is-locked\">\n<div class=\"progressiveMedia js-progressiveMedia graf-image is-canvasLoaded is-imageLoaded\" data-image-id=\"1*1B1tjnSbcD7VpNgPRO3Aew.png\" data-width=\"1868\" data-height=\"1292\" data-action=\"zoom\" data-action-value=\"1*1B1tjnSbcD7VpNgPRO3Aew.png\" data-scroll=\"native\"><canvas class=\"progressiveMedia-canvas js-progressiveMedia-canvas\" width=\"75\" height=\"50\"><\/canvas><img class=\"progressiveMedia-image js-progressiveMedia-image\" src=\"https:\/\/cdn-images-1.medium.com\/max\/1000\/1*1B1tjnSbcD7VpNgPRO3Aew.png\" data-src=\"https:\/\/cdn-images-1.medium.com\/max\/1000\/1*1B1tjnSbcD7VpNgPRO3Aew.png\" \/><\/div>\n<\/div><figcaption class=\"imageCaption\"><strong>We improved the relative contrast and visual hierarchy for the buttons in our component library<\/strong><\/figcaption><\/figure>\n<\/div>\n<div class=\"section-inner sectionLayout--insetColumn\">\n<p id=\"881f\" class=\"graf graf--p graf-after--figure\">Moving up the layers, executing and testing all along the way, we accomplished the redesign in 45 days \ud83d\udd25<\/p>\n<\/div>\n<div class=\"section-inner sectionLayout--outsetColumn\">\n<figure id=\"afaa\" class=\"graf graf--figure graf--layoutOutsetCenter graf-after--p\" data-scroll=\"native\">\n<div class=\"aspectRatioPlaceholder is-locked\">\n<div class=\"progressiveMedia js-progressiveMedia graf-image is-canvasLoaded is-imageLoaded\" data-image-id=\"1*1ifSGv3KK4MfeIYuhPIGfA.png\" data-width=\"1868\" data-height=\"1182\" data-action=\"zoom\" data-action-value=\"1*1ifSGv3KK4MfeIYuhPIGfA.png\" data-scroll=\"native\"><canvas class=\"progressiveMedia-canvas js-progressiveMedia-canvas\" width=\"75\" height=\"45\"><\/canvas><img class=\"progressiveMedia-image js-progressiveMedia-image\" src=\"https:\/\/cdn-images-1.medium.com\/max\/1000\/1*1ifSGv3KK4MfeIYuhPIGfA.png\" data-src=\"https:\/\/cdn-images-1.medium.com\/max\/1000\/1*1ifSGv3KK4MfeIYuhPIGfA.png\" \/><\/div>\n<\/div><figcaption class=\"imageCaption\"><strong>Some sample screens from our Android\u00a0product<\/strong><\/figcaption><\/figure>\n<figure id=\"620a\" class=\"graf graf--figure graf--layoutOutsetCenter graf-after--figure\" data-scroll=\"native\">\n<div class=\"aspectRatioPlaceholder is-locked\">\n<div class=\"progressiveMedia js-progressiveMedia graf-image is-canvasLoaded is-imageLoaded\" data-image-id=\"1*TxZLg1qE7cilIVevmwGOlQ.png\" data-width=\"1868\" data-height=\"965\" data-action=\"zoom\" data-action-value=\"1*TxZLg1qE7cilIVevmwGOlQ.png\" data-scroll=\"native\"><canvas class=\"progressiveMedia-canvas js-progressiveMedia-canvas\" width=\"75\" height=\"37\"><\/canvas><img class=\"progressiveMedia-image js-progressiveMedia-image\" src=\"https:\/\/cdn-images-1.medium.com\/max\/1000\/1*TxZLg1qE7cilIVevmwGOlQ.png\" data-src=\"https:\/\/cdn-images-1.medium.com\/max\/1000\/1*TxZLg1qE7cilIVevmwGOlQ.png\" \/><\/div>\n<\/div><figcaption class=\"imageCaption\"><strong>Sample screens from our desktop web\u00a0product<\/strong><\/figcaption><\/figure>\n<\/div>\n<div class=\"section-inner sectionLayout--insetColumn\">\n<p id=\"a532\" class=\"graf graf--p graf-after--figure\">We were a team of 5 including\u20133 designers (Animesh,\u00a0Mj, and\u00a0Sreenath Kotteri), 1 engineer (Priya Choudhary) and, I. Plus we received all the support we could ask for from the mojo family.<\/p>\n<p class=\"graf graf--p graf-after--figure\"><img class=\"progressiveMedia-image js-progressiveMedia-image\" src=\"https:\/\/cdn-images-1.medium.com\/max\/800\/1*LjAcF6FnpXuh2sS2wXzlqQ.jpeg\" data-src=\"https:\/\/cdn-images-1.medium.com\/max\/800\/1*LjAcF6FnpXuh2sS2wXzlqQ.jpeg\" \/><\/p>\n<figure id=\"cd08\" class=\"graf graf--figure graf-after--p\"><figcaption class=\"imageCaption\">Press coverage of mojoCon 2018, where we launched our new brand and new products. (Source)<\/figcaption><\/figure>\n<h2 id=\"6b43\" class=\"graf graf--h3 graf-after--p\">Long-term redesign for\u00a0scale<\/h2>\n<p id=\"308b\" class=\"graf graf--p graf--hasDropCapModel graf--hasDropCap graf-after--h3\"><span class=\"graf-dropCap\">W<\/span>hile designing is a constant exercise, there is design debt to be paid. Simple law of numbers \u2014 when the user-base increases rare use-cases become common. The design starts to feel stale and I don\u2019t mean \u201cit\u2019s so 90s\u201d stale. I mean \u201cit\u2019s too painful!\u201d stale.<\/p>\n<p id=\"e1a2\" class=\"graf graf--p graf-after--p\">We took this opportunity to repay some of the design debt. We are redesigning the business-critical parts of the product in reverse order of usage. This ensures the least relearning for the user. It also gives us buffer to make mistakes as we move towards redesigning heavily used products and features.<\/p>\n<p id=\"edfa\" class=\"graf graf--p graf-after--p\">We combine these releases with major product updates or new product\/feature launch. The excitement and curiosity of a new product\/feature can help with user inertia.<\/p>\n<h2 id=\"18ee\" class=\"graf graf--h3 graf--startsWithDoubleQuote graf-after--p\">\u201cHow do I delete\u00a0this?\u201d<\/h2>\n<p id=\"1896\" class=\"graf graf--h4 graf-after--h3\">On Instamojo, a merchant can create a Payment Link they can share with their customers to accept payments. There\u2019s a dashboard where the user can manage all their links. Untill earlier this year, we did not allow the users to delete their links. You could switch it off &amp; on. But you couldn\u2019t delete\u00a0it.<\/p>\n<p id=\"2718\" class=\"graf graf--p graf-after--h4\">While there were a lot of reasons for making this design decision, the most important ones were:<\/p>\n<ol class=\"postList\">\n<li id=\"3bd7\" class=\"graf graf--li graf-after--p\">We couldn\u2019t delete records of something that was sold; it\u2019s hard to refer to them, etc.<\/li>\n<li id=\"264d\" class=\"graf graf--li graf-after--li\">A typical user wouldn\u2019t have more than 100 links (that was true up until a year ago)<\/li>\n<\/ol>\n<p id=\"316d\" class=\"graf graf--p graf-after--li\">The second reason vanished as we grew multifold. Users had thousands of links. \u201cHow do I delete this\u201d for some got so out of hand that they had to create multiple accounts with us just to escape their links \ud83d\ude1e. This is a typical example of design debt and if not fixed in time can cost the business a lot.<\/p>\n<p id=\"1770\" class=\"graf graf--p graf-after--p\">We fixed this and several other problems during this redesign. We discovered critical problems by talking to the users (something\u00a0Mohamed Ansari\u00a0does the best) and going through months of support tickets.<\/p>\n<p id=\"fd09\" class=\"graf graf--p graf-after--p\">Today, all <a href=\"https:\/\/www.instamojo.com\/payment-links\/?utm_source=imblog&amp;utm_medium=interlink&amp;utm_campaign=payment_links\"><span style=\"color: #3366ff;\">payment links<\/span><\/a>\u00a0are deletable and editable. Something we wouldn\u2019t be able to pull off if not for the resources and scale.<\/p>\n<p class=\"graf graf--p graf-after--p\"><img class=\"progressiveMedia-image js-progressiveMedia-image\" src=\"https:\/\/cdn-images-1.medium.com\/max\/800\/1*xFjSwHLG-Xef2TWAKHURjg.png\" data-src=\"https:\/\/cdn-images-1.medium.com\/max\/800\/1*xFjSwHLG-Xef2TWAKHURjg.png\" \/><\/p>\n<figure id=\"3202\" class=\"graf graf--figure graf-after--p\"><figcaption class=\"imageCaption\"><strong>Our users can now finally delete thousands of redundant links!<\/strong><\/figcaption><\/figure>\n<p id=\"f19d\" class=\"graf graf--p graf-after--figure\">But the dashboard screenshot doesn\u2019t begin to tell the story of the relief our users felt. Here\u2019s how our users reacted by deleting payment links after we launched the feature:<\/p>\n<\/div>\n<div class=\"section-inner sectionLayout--outsetColumn\">\n<figure id=\"23be\" class=\"graf graf--figure graf--layoutOutsetCenter graf-after--p\" data-scroll=\"native\">\n<div class=\"aspectRatioPlaceholder is-locked\">\n<div class=\"aspectRatioPlaceholder-fill\"><\/div>\n<div class=\"progressiveMedia js-progressiveMedia graf-image is-canvasLoaded is-imageLoaded\" data-image-id=\"1*n9yJw6aTkeclU39dAQEyPQ.png\" data-width=\"2506\" data-height=\"1042\" data-action=\"zoom\" data-action-value=\"1*n9yJw6aTkeclU39dAQEyPQ.png\" data-scroll=\"native\"><canvas class=\"progressiveMedia-canvas js-progressiveMedia-canvas\" width=\"75\" height=\"30\"><\/canvas><img class=\"progressiveMedia-image js-progressiveMedia-image\" src=\"https:\/\/cdn-images-1.medium.com\/max\/1000\/1*n9yJw6aTkeclU39dAQEyPQ.png\" data-src=\"https:\/\/cdn-images-1.medium.com\/max\/1000\/1*n9yJw6aTkeclU39dAQEyPQ.png\" \/><\/div>\n<\/div><figcaption class=\"imageCaption\">Deleted Payment Links event spiked after the launch of the\u00a0feature<\/figcaption><\/figure>\n<\/div>\n<div class=\"section-inner sectionLayout--insetColumn\">\n<p id=\"98a7\" class=\"graf graf--p graf-after--figure graf--trailing\">Now that\u2019s a redesign users love!<\/p>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"section section--body\">\n<div class=\"section-content\">\n<div class=\"section-inner sectionLayout--insetColumn\">\n<p id=\"48a3\" class=\"graf graf--p graf--leading graf--trailing\">We\u2019ll continue to realign the product &amp; design to our customers\u2019 needs. For us, redesigning is a continuous process, something we do every day.<\/p>\n<p>(<em>This post first appeared on <a href=\"https:\/\/medium.com\/@kingsidharth\/re-design-for-business-products-instamojo-rebranding-case-study-f51663533dd\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #3366ff;\">Sidharth&#8217;s Medium Blog<\/span><\/a>.)<\/em><\/p>\n<hr \/>\n<p style=\"text-align: center;\"><a class=\"mb-button mb-style-flat mb-size-default mb-corners-default mb-text-style-default \" style=\"background-color: #2bc470;\" href=\"https:\/\/www.instamojo.com\/?ref=blog\">JOIN THE INSTAMOJO EXPERIENCE<\/a><\/p>\n<\/div>\n<\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"In August this year (2018),\u00a0we launched Instamojo\u2019s new brand (along with a new line of products). As a&hellip;\n","protected":false},"author":6,"featured_media":8510,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[4,6],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Redesign for Business Products: Instamojo Rebranding Case Study<\/title>\n<meta name=\"description\" content=\"In August 2018,\u00a0we launched Instamojo\u2019s new brand (along with a new line of products). As a part of the rebranding, we redesigned products across platforms\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.instamojo.com\/blog\/redesign-for-business-products-instamojo-rebranding-case-study\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Redesign for Business Products: Instamojo Rebranding Case Study\" \/>\n<meta property=\"og:description\" content=\"In August 2018,\u00a0we launched Instamojo\u2019s new brand (along with a new line of products). As a part of the rebranding, we redesigned products across platforms\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.instamojo.com\/blog\/redesign-for-business-products-instamojo-rebranding-case-study\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog Instamojo\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Instamojo\" \/>\n<meta property=\"article:author\" content=\"facebook.com\/instamojo\" \/>\n<meta property=\"article:published_time\" content=\"2018-12-17T12:10:12+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-08-05T11:41:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/Blog_template_New-08.png\" \/>\n\t<meta property=\"og:image:width\" content=\"2397\" \/>\n\t<meta property=\"og:image:height\" content=\"1044\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:creator\" content=\"@instamojo\" \/>\n<meta name=\"twitter:site\" content=\"@instamojo\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Instamojo\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.instamojo.com\/blog\/#organization\",\"name\":\"Instamojo\",\"url\":\"https:\/\/www.instamojo.com\/blog\/\",\"sameAs\":[\"https:\/\/www.facebook.com\/Instamojo\",\"https:\/\/www.instagram.com\/instamojo_india\/\",\"https:\/\/www.linkedin.com\/company\/instamojo\/\",\"https:\/\/www.youtube.com\/user\/instamojo\",\"https:\/\/in.pinterest.com\/instamojo\/\",\"https:\/\/twitter.com\/instamojo\"],\"logo\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/www.instamojo.com\/blog\/#logo\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/2020\/10\/Instamojo-logo.png\",\"contentUrl\":\"https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/2020\/10\/Instamojo-logo.png\",\"width\":400,\"height\":92,\"caption\":\"Instamojo\"},\"image\":{\"@id\":\"https:\/\/www.instamojo.com\/blog\/#logo\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.instamojo.com\/blog\/#website\",\"url\":\"https:\/\/www.instamojo.com\/blog\/\",\"name\":\"Blog Instamojo\",\"description\":\"eCommerce business growth blog\",\"publisher\":{\"@id\":\"https:\/\/www.instamojo.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.instamojo.com\/blog\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/www.instamojo.com\/blog\/redesign-for-business-products-instamojo-rebranding-case-study\/#primaryimage\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/Blog_template_New-08.png\",\"contentUrl\":\"https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/Blog_template_New-08.png\",\"width\":2397,\"height\":1044,\"caption\":\"Instamojo Rebranding Case Study\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.instamojo.com\/blog\/redesign-for-business-products-instamojo-rebranding-case-study\/#webpage\",\"url\":\"https:\/\/www.instamojo.com\/blog\/redesign-for-business-products-instamojo-rebranding-case-study\/\",\"name\":\"Redesign for Business Products: Instamojo Rebranding Case Study\",\"isPartOf\":{\"@id\":\"https:\/\/www.instamojo.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.instamojo.com\/blog\/redesign-for-business-products-instamojo-rebranding-case-study\/#primaryimage\"},\"datePublished\":\"2018-12-17T12:10:12+00:00\",\"dateModified\":\"2022-08-05T11:41:48+00:00\",\"description\":\"In August 2018,\\u00a0we launched Instamojo\\u2019s new brand (along with a new line of products). As a part of the rebranding, we redesigned products across platforms\",\"breadcrumb\":{\"@id\":\"https:\/\/www.instamojo.com\/blog\/redesign-for-business-products-instamojo-rebranding-case-study\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.instamojo.com\/blog\/redesign-for-business-products-instamojo-rebranding-case-study\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.instamojo.com\/blog\/redesign-for-business-products-instamojo-rebranding-case-study\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.instamojo.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Redesign for Business Products: Instamojo Rebranding Case Study\"}]},{\"@type\":\"Article\",\"@id\":\"https:\/\/www.instamojo.com\/blog\/redesign-for-business-products-instamojo-rebranding-case-study\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.instamojo.com\/blog\/redesign-for-business-products-instamojo-rebranding-case-study\/#webpage\"},\"author\":{\"@id\":\"https:\/\/www.instamojo.com\/blog\/#\/schema\/person\/42d2fa4635c87aa3a0e3665835f155a0\"},\"headline\":\"Redesign for Business Products: Instamojo Rebranding Case Study\",\"datePublished\":\"2018-12-17T12:10:12+00:00\",\"dateModified\":\"2022-08-05T11:41:48+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.instamojo.com\/blog\/redesign-for-business-products-instamojo-rebranding-case-study\/#webpage\"},\"wordCount\":1572,\"commentCount\":2,\"publisher\":{\"@id\":\"https:\/\/www.instamojo.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.instamojo.com\/blog\/redesign-for-business-products-instamojo-rebranding-case-study\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/Blog_template_New-08.png\",\"articleSection\":[\"Success stories\",\"Team Speaks\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.instamojo.com\/blog\/redesign-for-business-products-instamojo-rebranding-case-study\/#respond\"]}]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.instamojo.com\/blog\/#\/schema\/person\/42d2fa4635c87aa3a0e3665835f155a0\",\"name\":\"Instamojo\",\"image\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/www.instamojo.com\/blog\/#personlogo\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/1ca6da28cc8b22fb742c790c96543ab9?s=96&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/1ca6da28cc8b22fb742c790c96543ab9?s=96&r=g\",\"caption\":\"Instamojo\"},\"description\":\"India's simplest D2C tech platform. Host your online store, create landing pages, or share payment links. Sign up for free.\",\"sameAs\":[\"http:\/\/instamojo.com\",\"facebook.com\/instamojo\",\"https:\/\/twitter.com\/instamojo\"],\"url\":\"https:\/\/www.instamojo.com\/blog\/author\/instamojo\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Redesign for Business Products: Instamojo Rebranding Case Study","description":"In August 2018,\u00a0we launched Instamojo\u2019s new brand (along with a new line of products). As a part of the rebranding, we redesigned products across platforms","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.instamojo.com\/blog\/redesign-for-business-products-instamojo-rebranding-case-study\/","og_locale":"en_US","og_type":"article","og_title":"Redesign for Business Products: Instamojo Rebranding Case Study","og_description":"In August 2018,\u00a0we launched Instamojo\u2019s new brand (along with a new line of products). As a part of the rebranding, we redesigned products across platforms","og_url":"https:\/\/www.instamojo.com\/blog\/redesign-for-business-products-instamojo-rebranding-case-study\/","og_site_name":"Blog Instamojo","article_publisher":"https:\/\/www.facebook.com\/Instamojo","article_author":"facebook.com\/instamojo","article_published_time":"2018-12-17T12:10:12+00:00","article_modified_time":"2022-08-05T11:41:48+00:00","og_image":[{"width":2397,"height":1044,"url":"https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/Blog_template_New-08.png","type":"image\/png"}],"twitter_card":"summary","twitter_creator":"@instamojo","twitter_site":"@instamojo","twitter_misc":{"Written by":"Instamojo","Est. reading time":"9 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Organization","@id":"https:\/\/www.instamojo.com\/blog\/#organization","name":"Instamojo","url":"https:\/\/www.instamojo.com\/blog\/","sameAs":["https:\/\/www.facebook.com\/Instamojo","https:\/\/www.instagram.com\/instamojo_india\/","https:\/\/www.linkedin.com\/company\/instamojo\/","https:\/\/www.youtube.com\/user\/instamojo","https:\/\/in.pinterest.com\/instamojo\/","https:\/\/twitter.com\/instamojo"],"logo":{"@type":"ImageObject","@id":"https:\/\/www.instamojo.com\/blog\/#logo","inLanguage":"en-US","url":"https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/2020\/10\/Instamojo-logo.png","contentUrl":"https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/2020\/10\/Instamojo-logo.png","width":400,"height":92,"caption":"Instamojo"},"image":{"@id":"https:\/\/www.instamojo.com\/blog\/#logo"}},{"@type":"WebSite","@id":"https:\/\/www.instamojo.com\/blog\/#website","url":"https:\/\/www.instamojo.com\/blog\/","name":"Blog Instamojo","description":"eCommerce business growth blog","publisher":{"@id":"https:\/\/www.instamojo.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.instamojo.com\/blog\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"ImageObject","@id":"https:\/\/www.instamojo.com\/blog\/redesign-for-business-products-instamojo-rebranding-case-study\/#primaryimage","inLanguage":"en-US","url":"https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/Blog_template_New-08.png","contentUrl":"https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/Blog_template_New-08.png","width":2397,"height":1044,"caption":"Instamojo Rebranding Case Study"},{"@type":"WebPage","@id":"https:\/\/www.instamojo.com\/blog\/redesign-for-business-products-instamojo-rebranding-case-study\/#webpage","url":"https:\/\/www.instamojo.com\/blog\/redesign-for-business-products-instamojo-rebranding-case-study\/","name":"Redesign for Business Products: Instamojo Rebranding Case Study","isPartOf":{"@id":"https:\/\/www.instamojo.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.instamojo.com\/blog\/redesign-for-business-products-instamojo-rebranding-case-study\/#primaryimage"},"datePublished":"2018-12-17T12:10:12+00:00","dateModified":"2022-08-05T11:41:48+00:00","description":"In August 2018,\u00a0we launched Instamojo\u2019s new brand (along with a new line of products). As a part of the rebranding, we redesigned products across platforms","breadcrumb":{"@id":"https:\/\/www.instamojo.com\/blog\/redesign-for-business-products-instamojo-rebranding-case-study\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.instamojo.com\/blog\/redesign-for-business-products-instamojo-rebranding-case-study\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.instamojo.com\/blog\/redesign-for-business-products-instamojo-rebranding-case-study\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.instamojo.com\/blog\/"},{"@type":"ListItem","position":2,"name":"Redesign for Business Products: Instamojo Rebranding Case Study"}]},{"@type":"Article","@id":"https:\/\/www.instamojo.com\/blog\/redesign-for-business-products-instamojo-rebranding-case-study\/#article","isPartOf":{"@id":"https:\/\/www.instamojo.com\/blog\/redesign-for-business-products-instamojo-rebranding-case-study\/#webpage"},"author":{"@id":"https:\/\/www.instamojo.com\/blog\/#\/schema\/person\/42d2fa4635c87aa3a0e3665835f155a0"},"headline":"Redesign for Business Products: Instamojo Rebranding Case Study","datePublished":"2018-12-17T12:10:12+00:00","dateModified":"2022-08-05T11:41:48+00:00","mainEntityOfPage":{"@id":"https:\/\/www.instamojo.com\/blog\/redesign-for-business-products-instamojo-rebranding-case-study\/#webpage"},"wordCount":1572,"commentCount":2,"publisher":{"@id":"https:\/\/www.instamojo.com\/blog\/#organization"},"image":{"@id":"https:\/\/www.instamojo.com\/blog\/redesign-for-business-products-instamojo-rebranding-case-study\/#primaryimage"},"thumbnailUrl":"https:\/\/www.instamojo.com\/blog\/wp-content\/uploads\/Blog_template_New-08.png","articleSection":["Success stories","Team Speaks"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.instamojo.com\/blog\/redesign-for-business-products-instamojo-rebranding-case-study\/#respond"]}]},{"@type":"Person","@id":"https:\/\/www.instamojo.com\/blog\/#\/schema\/person\/42d2fa4635c87aa3a0e3665835f155a0","name":"Instamojo","image":{"@type":"ImageObject","@id":"https:\/\/www.instamojo.com\/blog\/#personlogo","inLanguage":"en-US","url":"https:\/\/secure.gravatar.com\/avatar\/1ca6da28cc8b22fb742c790c96543ab9?s=96&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/1ca6da28cc8b22fb742c790c96543ab9?s=96&r=g","caption":"Instamojo"},"description":"India's simplest D2C tech platform. Host your online store, create landing pages, or share payment links. Sign up for free.","sameAs":["http:\/\/instamojo.com","facebook.com\/instamojo","https:\/\/twitter.com\/instamojo"],"url":"https:\/\/www.instamojo.com\/blog\/author\/instamojo\/"}]}},"_links":{"self":[{"href":"https:\/\/www.instamojo.com\/blog\/wp-json\/wp\/v2\/posts\/8498"}],"collection":[{"href":"https:\/\/www.instamojo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.instamojo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.instamojo.com\/blog\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.instamojo.com\/blog\/wp-json\/wp\/v2\/comments?post=8498"}],"version-history":[{"count":8,"href":"https:\/\/www.instamojo.com\/blog\/wp-json\/wp\/v2\/posts\/8498\/revisions"}],"predecessor-version":[{"id":19806,"href":"https:\/\/www.instamojo.com\/blog\/wp-json\/wp\/v2\/posts\/8498\/revisions\/19806"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.instamojo.com\/blog\/wp-json\/wp\/v2\/media\/8510"}],"wp:attachment":[{"href":"https:\/\/www.instamojo.com\/blog\/wp-json\/wp\/v2\/media?parent=8498"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.instamojo.com\/blog\/wp-json\/wp\/v2\/categories?post=8498"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.instamojo.com\/blog\/wp-json\/wp\/v2\/tags?post=8498"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}