Simplicity Is Not About Fewer Features 

It’s About Fewer Decisions 

Gen Z is the most digitally native generation India has seen. 

• They use UPI multiple times a day 

• They are comfortable onboarding digitally 

• They adapt to new apps faster than any generation before 

Yet, they also: 

• Check their bank balance 5–7 times a day 

• Hesitate before spending small amounts 

• Feel anxious about minimum balances and surprise deductions 

This isn’t a financial literacy problem. 
It’s a design problem. 

Every extra rule, alert, condition, or hidden fee adds to cognitive load. 

And cognitive load is the enemy of trust. 

We Learned That “More” Creates Anxiety, Not Value 

Traditional banking evolved in a world where: 

• Transactions were infrequent 

• Statements were monthly 

• Decisions were deliberate 

Gen Z lives in a world where: 

• Spending is instant 

• Money moves daily 

• Decisions are micro and frequent 

Yet most banking products still assume users will: 

• Read long explanations 

• Understand financial jargon 

• Figure things out on their own 

Data shows that apps with fewer steps and clearer flows have significantly higher retention, especially among first-time earners. 

So when building Paydoh, one principle guided us: 

Every extra step must earn its place. 

If it doesn’t reduce confusion, increase clarity, or build confidence, it doesn’t belong. 

Simplicity Is Empathy in Disguise 

One of the most eye-opening moments for us came from observing how users interact with money apps. 

Most balance checks don’t happen: 

• After a big purchase 

• At month-end 

• During financial planning 

They happen: 

• Before ordering food 

• Before splitting a bill 

• Before making plans 

• Late at night 

That tells us something important. 

People aren’t looking for insights. 
They’re looking for reassurance. 

So simplicity isn’t just a UX choice. 
It’s an emotional one. 

What We Actively Removed While Building Paydoh 

Simplicity often comes from removal, not addition. 

Some examples: 

• We questioned default minimum balance norms 

• We reduced jargon wherever possible 

• We avoided features that looked impressive but confused users 

• We focused on making everyday money moments predictable 

This wasn’t easy. 

Because complexity often feels like progress. 
Simplicity feels risky. 

But over time, we hope to see something powerful: 

• Higher engagement 

• Faster onboarding completion 

• Fewer support queries 

• Stronger user trust 

Gen Z Doesn’t Want to “Manage” Money 

They Want Money to Feel Managed 

A key insight we’ve seen repeatedly: 

Gen Z doesn’t aspire to be financial experts. 
They want financial calm. 

They don’t want: 

• Endless dashboards 

• Overwhelming charts 

• Too many options 

They want: 

• Clarity 

• Control 

• Confidence 

Simplicity enables all three. 

The Bigger Fintech Lesson 

UPI has already solved payments at scale. 
The next fintech wave will be about clarity at scale. 

Products that win Gen Z won’t: 

• Shout the loudest 

• Offer the most features 

• Push the most rewards 

They’ll: 

• Reduce anxiety 

• Fit naturally into daily life 

• Make money feel predictable 

Building Paydoh has reminded me of something fundamental: 

Great products don’t make users feel smart. 
They make users feel calm. 

Simplicity isn’t dumbing things down. 
It’s respecting your user’s time, attention, and mental space. 

And for Gen Z, that respect matters more than anything else.