Led end-to-end design for Bajaj Pay FASTag, impacting 10+ million users.
My Role
Product Designer
Timeline
6 months
Team
Product Managers, Developers, Data Analysts, Myself as a Product Designer
What is a FASTag?
FASTag is a simple, cashless way to pay tolls while driving. It’s a small tag linked to your digital wallet that uses RFID technology to automatically deduct toll charges so you can breeze through toll plazas without stopping or fumbling for change.
How a FASTag works?
Context
Bajaj Finserv set out to rethink how toll payments work in India by turning the routine act of crossing toll plazas into a smoother and more rewarding experience. In this case study, I will provide an in-depth exploration of the design process, highlighting the challenges we uncovered, the decisions we made, and how each step aimed to simplify and elevate the overall user experience.
Problem Statement
How might we build a FASTag experience that doesn’t just function — but engages, delights, and rewards users on the move?
Who is the User
The target audience for the Bajaj Pay FASTag represents a specific segment of road travelers: individuals aged 25–40 years who commute regularly through toll gates in private vehicles.
The primary user persona, therefore, reflects a modern commuter who seeks a hassle-free, secure, and rewarding toll payment experience, and prefers a trusted digital solution that simplifies top-ups, reduces friction, and provides tangible benefits with every toll transaction.
Objective
Primary Research
We interviewed 25+ frequent highway commuters to understand how they interact with toll payment apps.
User Pain Points
Registration Friction
The onboarding process was lengthy and confusing for many users.
Unclear Toll Charges
Users were often unsure about exact fares and faced issues with manual recharges.
Poor Transaction Visibility
Users had to rely on bank statements due to limited in-app tracking.
No Rewards
Users didn’t receive any offers or rewards for frequent toll payments.
Competitor Analysis
Paytm being the largest FASTag issuer in the market, having 8 Million units issued. We have benchmarked the app to achieve the same numbers in the future.
Features:
Quick User Registration
Easy Order Tracking
Profile & Vehicle Overview
Toll History Access
Amazon Pay ICICI FASTag is a collaborative offering by Amazon Pay and ICICI Bank, designed to provide users with a seamless and efficient toll payment experience across India.
Features:
Simple FASTag Purchase
Quick Online Activation
Vehicle Linking & KYC
Amazon Pay Integration
Cashless Toll Payments
Our Process
Research
Benchmark
Define
Ideate
Design
Low-Fidelity Sketches
Playground
Final Screens
Here are a few high-fidelity screens from the final design, showcasing the refined user experience and visual direction of the FASTag platform.
Frictionless Registration : A guided, user-friendly setup process
Easy Top-Up: Seamless recharge post-registration
Quick Setup – Guided activation made easy.
Cashback & Rewards: Earn Bajaj Pay Coins redeemable in-app
Smart Tolling: Monthly pass + multi-vehicle control made easy
Impact and Growth
Learnings & Challenges
Since I had no background in fintech, it was quite challenging to understand how FASTag and toll payments work, but it pushed me to learn fast.
Connecting with stakeholders helped me understand the business needs and targets more clearly.
Observing user behavior and digging into their patterns gave us insights that directly shaped the product.
I realized how important it is to be a team player, staying in sync with different teams helped me access the right data and stay aligned.
This project taught me the value of adaptability, continuous learning, and the impact of small design decisions at scale.
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