Case study
Case study
Case study
Unified Subscription Manager
Unified Subscription Manager
Unified Subscription Manager
Track, cancel, and save effortlessly
Track, cancel, and save effortlessly
Track, cancel, and save effortlessly
Duration
Duration
12 Weeks (Aug - Oct)
12 Weeks (Aug - Oct)
Team Members
Team Members
Tanoj Sunkara
Tanoj Sunkara
Role
Role
Product Manager
Product Manager
Tools
Tools
Figma, Miro,
Notion, Visily
Figma, Miro,
Notion, Visily
Disciplines:
Disciplines:
Discovery & Research
Product Design
Technical Analysis
Business Strategy
Regulatory Compliance
Discovery & Research
Product Design
Technical Analysis
Business Strategy
Regulatory Compliance
Disciplines:
Discovery & Research, Product Design
Technical Analysis, Business Strategy
Regulatory Compliance
Project Context
With UPI AutoPay & OTT services exploding, users face hidden renewals and complex cancellations. As a PM, we wanted to design an execution ready solution to solve this.
From coffee to cloud storage, everything now demands a monthly subscription. What started as a convenience has become the default model for OTT, edtech, fitness, and SaaS platforms.
India’s subscription economy is booming, growing at a 45% CAGR, while globally it crossed $500B in 2024. Closer home, UPI AutoPay and the Account Aggregator framework are putting subscriptions into the hands of over 150M digital payment users.
But this growth has a dark side. Users face subscription fatigue: free trials silently convert to charges, cancel buttons are buried under app store layers, and a steady stream of ₹199 or ₹499 debits that add up to thousands annually. For many, subscriptions are no longer a convenience; they’ve become a maze of forgotten renewals and scattered mandates.
At the same time, regulation is catching up. The RBI’s e-mandate rules, NPCI’s UPI AutoPay framework, and the DPDP Act have introduced stricter responsibilities on tracking and controlling recurring payments. Yet, no major app offers users a unified view across UPI, cards, and wallets.
From coffee to cloud storage, everything now demands a monthly subscription. What started as a convenience has become the default model for OTT, edtech, fitness, and SaaS platforms.
India’s subscription economy is booming, growing at a 45% CAGR, while globally it crossed $500B in 2024. Closer home, UPI AutoPay and the Account Aggregator framework are putting subscriptions into the hands of over 150M digital payment users.
But this growth has a dark side. Users face subscription fatigue: free trials silently convert to charges, cancel buttons are buried under app store layers, and a steady stream of ₹199 or ₹499 debits that add up to thousands annually. For many, subscriptions are no longer a convenience; they’ve become a maze of forgotten renewals and scattered mandates.
At the same time, regulation is catching up. The RBI’s e-mandate rules, NPCI’s UPI AutoPay framework, and the DPDP Act have introduced stricter responsibilities on tracking and controlling recurring payments. Yet, no major app offers users a unified view across UPI, cards, and wallets.
From coffee to cloud storage, everything now demands a monthly subscription. What started as a convenience has become the default model for OTT, edtech, fitness, and SaaS platforms.
India’s subscription economy is booming, growing at a 45% CAGR, while globally it crossed $500B in 2024. Closer home, UPI AutoPay and the Account Aggregator framework are putting subscriptions into the hands of over 150M digital payment users.
But this growth has a dark side. Users face subscription fatigue: free trials silently convert to charges, cancel buttons are buried under app store layers, and a steady stream of ₹199 or ₹499 debits that add up to thousands annually. For many, subscriptions are no longer a convenience; they’ve become a maze of forgotten renewals and scattered mandates.
At the same time, regulation is catching up. The RBI’s e-mandate rules, NPCI’s UPI AutoPay framework, and the DPDP Act have introduced stricter responsibilities on tracking and controlling recurring payments. Yet, no major app offers users a unified view across UPI, cards, and wallets.
1. Hypothesis
If users can see, track, and cancel all their subscriptions in one dashboard, regardless of payment methods, then users will complete core tasks faster, then:
If users can see, track, and cancel all their subscriptions in one dashboard, regardless of payment methods, then users will complete core tasks faster, then:
Accidental renewals will fall sharply.
The average time to cancel will drop from days to minutes.
Trust in the host app (e.g., Paytm, GPay, or Banking app) will improve, driving retention and engagement.
Accidental renewals will fall sharply.
The average time to cancel will drop from days to minutes.
Trust in the host app (e.g., Paytm, GPay, or Banking app) will improve, driving retention and engagement.
2. Project Goal
Create a seamless subscription management experience within existing payment apps, enabling users to see, track, and cancel without friction.
Create a seamless subscription management experience within existing payment apps, enabling users to see, track, and cancel without friction.
3.1 Defining the problem
I identified a growing challenge among digital payment users: the struggle to manage and control multiple subscriptions scattered across platforms and payment methods. Whether it’s OTT renewals, SaaS tools, or cloud storage plans, users face constant difficulty keeping track of what renews when and how to cancel it.
What began as a convenient "pay-monthly, cancel anytime" promise has evolved into a fragmented experience. For most users, tracking or cancelling a subscription is far from seamless. OTT renewals happen on credit cards, SaaS tools on net banking, and Spotify on UPI, each operating within its own disconnected ecosystem. This fragmentation forces users to check multiple apps, statements, and emails to understand where their money is going.
This project aimed to create an intuitive, centralised solution that brings all these moving parts together, allowing users to detect, track, and control subscriptions effortlessly from within the payment app they already use.
I identified a growing challenge among digital payment users: the struggle to manage and control multiple subscriptions scattered across platforms and payment methods. Whether it’s OTT renewals, SaaS tools, or cloud storage plans, users face constant difficulty keeping track of what renews when and how to cancel it.
What began as a convenient "pay-monthly, cancel anytime" promise has evolved into a fragmented experience. For most users, tracking or cancelling a subscription is far from seamless. OTT renewals happen on credit cards, SaaS tools on net banking, and Spotify on UPI, each operating within its own disconnected ecosystem. This fragmentation forces users to check multiple apps, statements, and emails to understand where their money is going.
This project aimed to create an intuitive, centralised solution that brings all these moving parts together, allowing users to detect, track, and control subscriptions effortlessly from within the payment app they already use.
This project aimed to solve a simple but powerful challenge:
This project aimed to solve a simple but powerful challenge:
How might we give users complete visibility and effortless control over their recurring payments, from one unified dashboard?
How might we give users complete visibility and effortless control over their recurring payments, from one unified dashboard?
3.2 User Pain Points
Forgotten Trials
Forgotten Trials
Missed cancellations often result in surprise charges, turning free trials into unwanted expenses.
Missed cancellations often result in surprise charges, turning free trials into unwanted expenses.
Hidden & Complex Cancellations
Hidden & Complex Cancellations
Users often struggle to cancel subscriptions as the option is hidden deep in menus, turning a simple tap into a frustrating 20-minute task.
Users often struggle to cancel subscriptions as the option is hidden deep in menus, turning a simple tap into a frustrating 20-minute task.
Scattered Tracking Across Apps
Scattered Tracking Across Apps
With subscriptions spread across UPI, cards, and net banking, users juggle 5–7 services without a unified view of renewals or payments.
With subscriptions spread across UPI, cards, and net banking, users juggle 5–7 services without a unified view of renewals or payments.
Silent Financial Leakage
Silent Financial Leakage
Small recurring charges like ₹99 or ₹399 seem minor but accumulate into thousands yearly. Globally, $25B is lost on unused subscriptions.
Small recurring charges like ₹99 or ₹399 seem minor but accumulate into thousands yearly. Globally, $25B is lost on unused subscriptions.
3.3 The Audience
Individual Users
Individual Users
Age:
Age:
16–45 years
16–45 years
Region:
Region:
Pan-India (urban + semi-urban)
Pan-India (urban + semi-urban)
Payment
Methods:
Payment Methods:
Payment
Methods:
UPI, debit/credit cards, wallets, and other Digital Payment platforms.
UPI, debit/credit cards, wallets, and other Digital Payment platforms.
Device:
Device:
Mobile-first (Android and iOS) and Desktop 2nd approach
Mobile-first (Android and iOS) and Desktop 2nd approach
At a high level, the Unified Subscription Manager (USM) is designed for India’s digital payment users a segment of over 150 million active subscribers managing recurring payments across UPI, cards, and wallets. This initiative focuses on individual users, not enterprises. While small businesses may also benefit from subscription visibility, the core audience includes individuals who juggle OTT, SaaS, and lifestyle subscriptions every month and struggle to keep track of what renews, when, and from where.
At a high level, the Unified Subscription Manager (USM) is designed for India’s digital payment users a segment of over 150 million active subscribers managing recurring payments across UPI, cards, and wallets. This initiative focuses on individual users, not enterprises. While small businesses may also benefit from subscription visibility, the core audience includes individuals who juggle OTT, SaaS, and lifestyle subscriptions every month and struggle to keep track of what renews, when, and from where.
On average, this demographic maintains 5–7 active subscriptions and makes 3–5 monthly recurring payments primarily for OTT platforms, SaaS tools, and lifestyle services.
On average, this demographic maintains 5–7 active subscriptions and makes 3–5 monthly recurring payments primarily for OTT platforms, SaaS tools, and lifestyle services.
3.4 User Journey
To understand the real user pain, we mapped the journey of a digital-native user like Sruthi as she tried to track her subscriptions, revealing how fragmented and frustrating subscription visibility truly is today.
To understand the real user pain, we mapped the journey of a digital-native user like Sruthi as she tried to track her subscriptions, revealing how fragmented and frustrating subscription visibility truly is today.
3.5 User Personas
Developing personas for this project was interesting as I needed to consider two different types of user flows. For this case study, we’re focusing on two representative personas who reflect the biggest user groups and clearest pain points. This was a new and exciting opportunity for me to empathise with different user groups and discover how they would interact with each other.
Developing personas for this project was interesting as I needed to consider two different types of user flows. For this case study, we’re focusing on two representative personas who reflect the biggest user groups and clearest pain points. This was a new and exciting opportunity for me to empathise with different user groups and discover how they would interact with each other.
❗These personas represent common user archetypes and are not exhaustive of all potential user types.
Priya, OTT Binge-Watcher
“I just want to enjoy my shows, not worry about surprise debits.”
Priya is a 26-year-old marketing executive in Bengaluru. She subscribes to multiple OTT apps and music platforms, often jumping between free trials and discounts.
Needs:
Needs:
Simple way to see all active trials & subscriptions.
Alerts before auto-renewals.
Easy cancel button without hunting through menus.
Simple way to see all active trials & subscriptions.
Alerts before auto-renewals.
Easy cancel button without hunting through menus.
Frustrations:
Frustrations:
Forgets to cancel free trials → surprise charges.
The cancel button is hidden in the app store or in the deep menus.
Scattered payments: some on UPl, some on cards.
Forgets to cancel free trials → surprise charges.
The cancel button is hidden in the app store or in the deep menus.
Scattered payments: some on UPl, some on cards.
Habits:
Habits:
Frequently signs up for new OTT trials.
Tracks are spent manually in the Notes app.
Uses UPI for quick recurring payments.
Frequently signs up for new OTT trials.
Tracks are spent manually in the Notes app.
Uses UPI for quick recurring payments.
Motivations:
Motivations:
Wants entertainment without financial stress.
Seeks transparency to stay in control of her expenses.
Prefers convenience over complex financial tools.
Wants entertainment without financial stress.
Seeks transparency to stay in control of her expenses.
Prefers convenience over complex financial tools.
Ramesh, Freelancer / SMB Owner
“I need to track tools for work without wasting hours chasing payments.”
Ramesh is a 34-year-old SaaS freelancer from Hyderabad, managing design & dev projects. He pays for multiple subscriptions (Figma, Notion, hosting services) through cards, UPI, and PayPal.
Needs:
Needs:
Unified dashboard to manage all work tools.
Ability to pause/cancel subscriptions instantly.
Clear monthly spend insights to claim expenses.
Unified dashboard to manage all work tools.
Ability to pause/cancel subscriptions instantly.
Clear monthly spend insights to claim expenses.
Frustrations:
Frustrations:
Hard to find invoices across different platforms.
Wastes time figuring out which subscription renews when.
Hidden charges from auto-renewals drain cash flow.
Hard to find invoices across different platforms.
Wastes time figuring out which subscription renews when.
Hidden charges from auto-renewals drain cash flow.
Habits:
Habits:
Regularly tries new SaaS tools.
Pays via multiple payment methods.
Maintains manual Excel sheets for expense tracking.
Regularly tries new SaaS tools.
Pays via multiple payment methods.
Maintains manual Excel sheets for expense tracking.
Motivations:
Motivations:
Wants control over recurring costs.
Needs clear records for tax & client billing.
Look for tools that save him time and hassle.
Wants control over recurring costs.
Needs clear records for tax & client billing.
Look for tools that save him time and hassle.
What I Learned from Persona Development
What I Learned from Persona Development
a.
Priya – The Entertainment Explorer
Priya – The Entertainment Explorer
Priya made me realise how quickly convenience turns into chaos. She's curious, always trying new things, but never has time to track them all. When she forgets a renewal, it's not carelessness; it's overload. Designing for Priya meant one thing: don't make her think or complicate stuff.
b.
Ramesh – The Efficiency Seeker
Ramesh – The Efficiency Seeker
Meanwhile, Ramesh wants control. Every rupee should make sense. Scattered invoices aren't just annoying; they waste his time and effort. Designing for Ramesh, I asked myself: How can we make expense tracking effortless? This was later solved by budgeting and change limits. His most significant pain point was missing records, and USM aims to resolve that with one clear dashboard.
3.6 Core User Stories
These stories define the core interactions every user has with USM, what they need, and how the system responds.
These stories define the core interactions every user has with USM, what they need, and how the system responds.
As a user, I want to see all my active subscriptions in one dashboard, so that I don’t miss renewals.
As a user, I want to see all my active subscriptions in one dashboard, so that I don’t miss renewals.
As a user, I want to see all my active subscriptions in one dashboard, so that I don’t miss renewals.
As a user, I want to see all my active subscriptions in one dashboard, so that I don’t miss renewals.
As a user, I want to cancel or pause subscriptions easily to avoid accidental charges.
As a user, I want to cancel or pause subscriptions easily to avoid accidental charges.
As a user, I want to cancel or pause subscriptions easily to avoid accidental charges.
As a user, I want to cancel or pause subscriptions easily to avoid accidental charges.
As a user, I want to track payments across UPI, cards, and wallets to know where my money is going.
As a user, I want to track payments across UPI, cards, and wallets to know where my money is going.
As a user, I want to track payments across UPI, cards, and wallets to know where my money is going.
As a user, I want to track payments across UPI, cards, and wallets to know where my money is going.
As a regulator (RBI/NPCI compliance officer), I want to ensure every action logs a consent trail to meet compliance rules.
As a regulator (RBI/NPCI compliance officer), I want to ensure every action logs a consent trail to meet compliance rules.
As a regulator (RBI/NPCI compliance officer), I want to ensure every action logs a consent trail to meet compliance rules.
As a regulator (RBI/NPCI compliance officer), I want to ensure every action logs a consent trail to meet compliance rules.
As a fintech partner app, I want to integrate USM APIs so that my users gain subscription visibility without switching platforms.
As a fintech partner app, I want to integrate USM APIs so that my users gain subscription visibility without switching platforms.
As a fintech partner app, I want to integrate USM APIs so that my users gain subscription visibility without switching platforms.
As a fintech partner app, I want to integrate USM APIs so that my users gain subscription visibility without switching platforms.
3.7 User Validation
To validate the problem, I conducted 20 user interviews with active digital payment users (ages 22-38) across urban India. These interviews shaped the personas (Priya and Ramesh) and directly informed MVP features.
To validate the problem, I conducted 20 user interviews with active digital payment users (ages 22-38) across urban India. These interviews shaped the personas (Priya and Ramesh) and directly informed MVP features.
Key findings:
75% manage 5+ subscriptions across UPI, cards, and wallets
70% spend 10-15 minutes/month manually tracking renewals
90% want a unified subscription dashboard in their payment app
80% forgot to cancel at least one free trial
65% cited hidden cancellation flows as their biggest frustration
75% manage 5+ subscriptions across UPI, cards, and wallets
70% spend 10-15 minutes/month manually tracking renewals
90% want a unified subscription dashboard in their payment app
80% forgot to cancel at least one free trial
65% cited hidden cancellation flows as their biggest frustration
These insights shaped core features in the MVP and directly addressed the pain points users face today.
These insights shaped core features in the MVP and directly addressed the pain points users face today.
4.1 Current Landscape
Today's subscription management is scattered across apps, banks, and email receipts. Some users rely on manual tracking, while others depend on fragmented tools. None provides a unified, cross-payment, one-dashboard experience. This gap is where USM fits.
Today's subscription management is scattered across apps, banks, and email receipts. Some users rely on manual tracking, while others depend on fragmented tools. None provides a unified, cross-payment, one-dashboard experience. This gap is where USM fits.
4.2 MARKET Landscape
Competitive Landscape
Player
1. UPI Apps (PhonePe, GPay, Paytm)
2. Fleek (India)
3. Banks/Cards (HDFC, ICICI, Axis)
4. Global Apps (RocketMoney, Mint)
1. UPI Apps (PhonePe, GPay, Paytm)
2. Fleek (India)
3. Banks/Cards (HDFC, ICICI, Axis)
4. Global Apps (RocketMoney, Mint)
1. UPI Apps (PhonePe, GPay, Paytm)
2. Fleek (India)
3. Banks/Cards (HDFC, ICICI, Axis)
4. Global Apps (RocketMoney, Mint)
What They Offer
1. AutoPay mandate management, pause/resume
2. Manual tracking, cashback offers
3. Card-linked mandate visibility
4. Al insights, auto-cancellations
1. AutoPay mandate management, pause/resume
2. Manual tracking, cashback offers
3. Card-linked mandate visibility
4. Al insights, auto-cancellations
1. AutoPay mandate management, pause/resume
2. Manual tracking, cashback offers
3. Card-linked mandate visibility
4. Al insights, auto-cancellations
What's Missing
1. Limited to UPI only; no cross-payment visibility
2. No Auto-detection, no UPI integration, limited coverage
3. Fragmented by issuer, no unified dashboard
4. Built for US banking APIs; incompatible with India's UPI/AA framework
1. Limited to UPI only; no cross-payment visibility
2. No Auto-detection, no UPI integration, limited coverage
3. Fragmented by issuer, no unified dashboard
4. Built for US banking APIs; incompatible with India's UPI/AA framework
Why Global Solutions Don't Work in India!
Why Global Solutions Don't Work in India!
Apps like Rocket Money and Mint dominate the US, but they're built for Western banking infrastructure (Plaid, ACH) and don't integrate with India's UPI AutoPay, NPCI mandates, or Account Aggregator framework.
More importantly, Indian users don't adopt standalone financial tools easily. They prefer integrated solutions within payment apps they already trust.
Bottom Line: Despite innovation across players, none connect all payment rails, UPI, cards, and wallets into a single, transparent user layer. USM fills this gap.
Apps like Rocket Money and Mint dominate the US, but they're built for Western banking infrastructure (Plaid, ACH) and don't integrate with India's UPI AutoPay, NPCI mandates, or Account Aggregator framework.
More importantly, Indian users don't adopt standalone financial tools easily. They prefer integrated solutions within payment apps they already trust.
Bottom Line: Despite innovation across players, none connect all payment rails, UPI, cards, and wallets into a single, transparent user layer. USM fills this gap.
5.1 Ideation
Ideation began with one simple question: “Why does cancelling feel harder than subscribing?”
Ideation began with one simple question: “Why does cancelling feel harder than subscribing?”
To answer that, I started mapping every user's pain point from earlier stages into opportunities. An affinity map helped cluster insights into three key themes: Detection, Control, and Intelligence. See, stop, and understand your recurring payments.
The goal was clear: help users move from confusion to clarity in ten seconds or less. Every sketch and flow tried to make that possible, a design that feels native to your bank or UPI app, not another app to manage.
To answer that, I started mapping every user's pain point from earlier stages into opportunities. An affinity map helped cluster insights into three key themes: Detection, Control, and Intelligence. See, stop, and understand your recurring payments.
The goal was clear: help users move from confusion to clarity in ten seconds or less. Every sketch and flow tried to make that possible, a design that feels native to your bank or UPI app, not another app to manage.
5.2 Final Solution
Creating a truly universal subscription manager across UPI, cards, and wallets is a big lift, but the final solution makes it effortless: one clean dashboard that auto-discovers every recurring charge and lets you pause, cancel, or change limits in a tap.
Creating a truly universal subscription manager across UPI, cards, and wallets is a big lift, but the final solution makes it effortless: one clean dashboard that auto-discovers every recurring charge and lets you pause, cancel, or change limits in a tap.
What's Included in the MVP:
What's Included in the MVP:
Auto-Detection
Manual Subscription Addition
One-Tap Cancel & Pause
Budget & Spend Controls
Free-Trial Tracker
Renewal Reminders & Alerts
Unified Dashboard
Auto-Detection
Manual Subscription Addition
One-Tap Cancel & Pause
Budget & Spend Controls
Free-Trial Tracker
Renewal Reminders & Alerts
Unified Dashboard
5.3 How It Works
Managing subscriptions shouldn’t feel like detective work. USM simplifies the process through three seamless layers that connect banks, cards, and payment systems
Managing subscriptions shouldn’t feel like detective work. USM simplifies the process through three seamless layers that connect banks, cards, and payment systems
USM operates through three integrated layers: automatic detection via UPI AutoPay APIs, Account Aggregator framework, and card network APIs; manual entry with proactive reminders; and streamlined cancellation flows that route requests through the appropriate payment rail (NPCI for UPI, card networks for mandates). Each action generates a confirmation ID and audit trail, ensuring complete transparency and control.
In short, USM turns a complex web of payment rails into one clean loop: detect, remind, act.
USM operates through three integrated layers: automatic detection via UPI AutoPay APIs, Account Aggregator framework, and card network APIs; manual entry with proactive reminders; and streamlined cancellation flows that route requests through the appropriate payment rail (NPCI for UPI, card networks for mandates). Each action generates a confirmation ID and audit trail, ensuring complete transparency and control.
In short, USM turns a complex web of payment rails into one clean loop: detect, remind, act.
User Flow Diagram
5.4 System Architecture
USM aggregates subscription data from multiple sources (UPI AutoPay, Account Aggregator, card APIs, and manual entry), detects recurring patterns, categorises them by type (OTT, SaaS, utilities), and enables users to pause, cancel, or set alerts, all through a unified action layer.
USM aggregates subscription data from multiple sources (UPI AutoPay, Account Aggregator, card APIs, and manual entry), detects recurring patterns, categorises them by type (OTT, SaaS, utilities), and enables users to pause, cancel, or set alerts, all through a unified action layer.
5.5 User Flow
Low-fidelity wireframes were created to visualise the user flow, identifying key elements and interactions essential for USM's functionality
Low-fidelity wireframes were created to visualise the user flow, identifying key elements and interactions essential for USM's functionality
5.6 Impact on User Experience
The value of USM isn't theoretical, it’s measured in time saved, money recovered, and control restored. Here's the transformation for users like Sruthi:
The value of USM isn't theoretical, it’s measured in time saved, money recovered, and control restored. Here's the transformation for users like Sruthi:
Sruthi
USM transformed my 15-minute hunt across multiple apps into a 1-minute action from one dashboard.
USM transformed my 15-minute hunt across multiple apps into a 1-minute action from one dashboard.
15 min → 1 min
5 apps → 1 app
₹0→₹576/yr
15 min → 1 min
5 apps → 1 app
₹0→₹576/yr
Finally, I know where my money's going.
Finally, I know where my money's going.
Metric
Before USM
With USM
⏱️ Time to cancel
15 + minutes
1 Minute
📱 Apps checked
5 + apps
1 Unified dashboard
👁️ Visibility
Partial
Complete
💰 Yearly savings
₹0
₹576
6.1 Feasibility & Compliance
TL; DR : USM is technically feasible today using NPCI APIs, Account Aggregator, and RBI-compliant e-mandate frameworks. Data access is consent-based, and cancellations are logged with transaction IDs for accountability.
TL; DR : USM is technically feasible today using NPCI APIs, Account Aggregator, and RBI-compliant e-mandate frameworks. Data access is consent-based, and cancellations are logged with transaction IDs for accountability.
Building the Unified Subscription Manager (USM) is technically feasible today, thanks to India’s digital public infrastructure; it’s already halfway there.
Building the Unified Subscription Manager (USM) is technically feasible today, thanks to India’s digital public infrastructure; it’s already halfway there.
Technical Feasibility - India's digital infrastructure provides multiple pathways for subscription detection and management. USM integrates these existing systems to create a unified control layer.
Technical Feasibility - India's digital infrastructure provides multiple pathways for subscription detection and management. USM integrates these existing systems to create a unified control layer.
Regulatory Compliance - Beyond technical capability, USM must operate within India's data protection and payment regulations. The compliance framework is built on three reinforcing layers:
Regulatory Compliance - Beyond technical capability, USM must operate within India's data protection and payment regulations. The compliance framework is built on three reinforcing layers:
USM's regulatory compliance is layered and foundational. Data protection (DPDP Act) forms the base, payment frameworks (RBI/NPCI) provide structure, and consumer protection guidelines (MeitY) ensure transparency - creating a fully compliant system from the ground
Bottom line: USM can be built today using existing APIs and operates within established regulatory frameworks. The infrastructure is ready; the opportunity lies in orchestrating these components into a seamless, user-centric experience.
USM's regulatory compliance is layered and foundational. Data protection (DPDP Act) forms the base, payment frameworks (RBI/NPCI) provide structure, and consumer protection guidelines (MeitY) ensure transparency - creating a fully compliant system from the ground
Bottom line: USM can be built today using existing APIs and operates within established regulatory frameworks. The infrastructure is ready; the opportunity lies in orchestrating these components into a seamless, user-centric experience.
6.2 What risks would Payment Apps open themselves up to if they added USM to app?
Building a cross-platform feature like the Unified Subscription Manager (USM) introduces a few calculated trade-offs.
Building a cross-platform feature like the Unified Subscription Manager (USM) introduces a few calculated trade-offs.
While these challenges appear complex, they're solvable within India's maturing digital infrastructure. These challenges would be addressed through partnership with engineering teams and payment providers during implementation.
While these challenges appear complex, they're solvable within India's maturing digital infrastructure. These challenges would be addressed through partnership with engineering teams and payment providers during implementation.
While these challenges appear complex, they're solvable within India's maturing digital infrastructure. These challenges would be addressed through partnership with engineering teams and payment providers during implementation.
7. Metrics & Measurement
The success of USM depends on whether it actually solves the core problem: giving users effortless control over their subscriptions.
The success of USM depends on whether it actually solves the core problem: giving users effortless control over their subscriptions.
The success of USM depends on whether it actually solves the core problem: giving users effortless control over their subscriptions.
To measure this, I've defined metrics that directly validate our hypothesis:
To measure this, I've defined metrics that directly validate our hypothesis:
To measure this, I've defined metrics that directly validate our hypothesis:
Hypothesis (Recap):
If users can see, track, and cancel all subscriptions in one dashboard, regardless of payment method, then:
Core tasks (cancellation/pause) will be completed faster
Accidental renewals will drop significantly
Trust in the host app will improve
North Star Metric
North Star Metric
North Star Metric
Average Time from App Open → Subscription Cancelled/Paused
Current Baseline: ~4-5 minutes (based on user interviews) Target: <60 seconds
Q1
A/B Test for MVP Validation
To validate USM's impact, we'll run a controlled experiment:
Test Setup:
Control (90%): Current app experience (no USM)
Variant (10%): USM-enabled dashboard
Audience:
Indian users aged 16-45, active on UPI, cards, and wallets
Success Criteria:
Cancellation time drops to <60 seconds (70% improvement)
Accidental renewals decrease by 25%
User trust score improves by 30%
Failed cancellations stay <1%
Q2
Primary Metrics (Proving the Hypothesis)
Subscriptions Auto-Detected
Target: 80-90% via UPI AutoPay, Account Aggregator, and Card APIs
Why: If users can see most subscriptions automatically, they don't need to hunt.
Reduction in Accidental Renewals
Target: 25-30% drop within first 3 months
Why: Directly proves users are catching renewals they would have missed.
User Trust Index (Post-Action Survey)
Target: 30% improvement in perceived control & transparency
Why: Validates that users feel in control, not just completing tasks.
Q3
Secondary Metrics (Engagement & Retention)
Users Setting Alerts/Reminders: Indicates proactive adoption
Average Yearly Savings per User: ₹500-₹1,000 saved through avoided renewals
Feature Retention (D30): USM users are expected to show +20% higher retention, as the app becomes their primary hub for managing all recurring payments vs. non-USM users
Q4
Counter Metrics (Safety Checks)
Failed Cancellations: Must stay <1%
Consent Withdrawals: Should remain <3% (shows users trust data access)
API Error Rates: UPI/AA/Card sync failures capped at <5%
Why this matters: If USM can reduce this time by 70%, it proves the core value, effortless control.
Why this matters: If USM can reduce this time by 70%, it proves the core value, effortless control.
A/B Test for MVP Validation
To validate USM's impact, we'll run a controlled experiment:
Test Setup:
Control (90%): Current app experience (no USM)
Variant (10%): USM-enabled dashboard
Audience:
Indian users aged 16-45, active on UPI, cards, and wallets
Success Criteria:
Cancellation time drops to <60 seconds (70% improvement)
Accidental renewals decrease by 25%
User trust score improves by 30%
Failed cancellations stay <1%
Primary Metrics (Proving the Hypothesis)
Subscriptions Auto-Detected
Target: 80-90% via UPI AutoPay, Account Aggregator, and Card APIs
Why: If users can see most subscriptions automatically, they don't need to hunt.
Reduction in Accidental Renewals
Target: 25-30% drop within first 3 months
Why: Directly proves users are catching renewals they would have missed.
User Trust Index (Post-Action Survey)
Target: 30% improvement in perceived control & transparency
Why: Validates that users feel in control, not just completing tasks.
Secondary Metrics (Engagement & Retention)
Users Setting Alerts/Reminders: Indicates proactive adoption
Average Yearly Savings per User: ₹500-₹1,000 saved through avoided renewals
Feature Retention (D30): USM users are expected to show +20% higher retention, as the app becomes their primary hub for managing all recurring payments vs. non-USM users
Counter Metrics (Safety Checks)
Failed Cancellations: Must stay <1%
Consent Withdrawals: Should remain <3% (shows users trust data access)
API Error Rates: UPI/AA/Card sync failures capped at <5%
If results show friction: We'll analyse where users drop off (e.g., consent flow, API lag), iterate on the design, and retest within 2 weeks before broader rollout.
If the test validates our hypothesis: faster task completion, fewer accidental renewals, and higher trust, USM will roll out across all partner banks and payment apps.
If results show friction: We'll analyse where users drop off (e.g., consent flow, API lag), iterate on the design, and retest within 2 weeks before broader rollout.
If the test validates our hypothesis: faster task completion, fewer accidental renewals, and higher trust, USM will roll out across all partner banks and payment apps.
If results show friction: We'll analyse where users drop off (e.g., consent flow, API lag), iterate on the design, and retest within 2 weeks before broader rollout.
If the test validates our hypothesis: faster task completion, fewer accidental renewals, and higher trust, USM will roll out across all partner banks and payment apps.
8. Why Build This?
USM solves a real problem for users, but its value extends across the entire fintech ecosystem. Payment apps gain retention, banks reduce costs, regulators achieve consumer protection, and users save time and money.
USM solves a real problem for users, but its value extends across the entire fintech ecosystem. Payment apps gain retention, banks reduce costs, regulators achieve consumer protection, and users save time and money.
When one solution creates value for every stakeholder in the payments ecosystem, it stops being just a feature and becomes a strategic advantage.
When one solution creates value for every stakeholder in the payments ecosystem, it stops being just a feature and becomes a strategic advantage.
9. Future Iterations
Phase 1
Phase 1
Advanced auto-detection across cards, wallets, and global merchants for complete subscription visibility.
Split payments to let users share recurring costs instantly via the payment app.
Usage and time-saved metrics to show impact and reinforce user trust.
Phase 1
Phase 1
Advanced auto-detection across cards, wallets, and global merchants for complete subscription visibility.
Split payments to let users share recurring costs instantly via the payment app.
Usage and time-saved metrics to show impact and reinforce user trust.
Phase 1
Phase 1
Advanced auto-detection across cards, wallets, and global merchants for complete subscription visibility.
Split payments to let users share recurring costs instantly via the payment app.
Usage and time-saved metrics to show impact and reinforce user trust.
Phase 2
Direct subscription purchases within the dashboard to simplify discovery and checkout
Family plan tracker to manage shared subscriptions and split costs across household members.
Secure password storage for saving subscription login credentials for quick access and account recovery.
Invoice and transaction search for easy access to past payment records.
Phase 2
Direct subscription purchases within the dashboard to simplify discovery and checkout
Family plan tracker to manage shared subscriptions and split costs across household members.
Secure password storage for saving subscription login credentials for quick access and account recovery.
Invoice and transaction search for easy access to past payment records.
Phase 2
Direct subscription purchases within the dashboard to simplify discovery and checkout
Family plan tracker to manage shared subscriptions and split costs across household members.
Secure password storage for saving subscription login credentials for quick access and account recovery.
Invoice and transaction search for easy access to past payment records.
Phase 3
Subscription rewards offering cashback or loyalty points for timely renewals or consolidated payments.
Global integration through Visa and Mastercard APIs for international subscriptions.
Smart pause suggestions that recommend pausing unused subscriptions based on low activity or overlapping services.
Phase 3
Subscription rewards offering cashback or loyalty points for timely renewals or consolidated payments.
Global integration through Visa and Mastercard APIs for international subscriptions.
Smart pause suggestions that recommend pausing unused subscriptions based on low activity or overlapping services.
Phase 3
Subscription rewards offering cashback or loyalty points for timely renewals or consolidated payments.
Global integration through Visa and Mastercard APIs for international subscriptions.
Smart pause suggestions that recommend pausing unused subscriptions based on low activity or overlapping services.
10. Final Thoughts 💭
This project taught us that solving subscription chaos isn't just about building features; it's about earning trust. Users like Priya and Ramesh don't need another app; they need clarity in the apps they already use.
For fintech apps, USM increases user trust, improves retention, and aligns with RBI & NPCI mandates, turning compliance into a differentiator. For users, it reduces renewal leakage and increases transparency, driving higher engagement.
Designing USM pushed me beyond UI and deep into India's payment infrastructure, such as UPI, Account Aggregator, and RBI compliance. Honestly, I didn't expect to enjoy exploring regulatory frameworks, but it made the solution feel real, not theoretical. The hardest part? Realising that a simple dashboard requires orchestrating multiple APIs and edge cases. What feels effortless to users is complex behind the scenes, and that's exactly how it should be.
If I take this forward, I'd A/B test the MVP, measure time-to-cancel and renewal drop-off, and iterate based on real behaviour. The goal: prove a unified dashboard can change how people manage their subscriptions.
This project taught us that solving subscription chaos isn't just about building features; it's about earning trust. Users like Priya and Ramesh don't need another app; they need clarity in the apps they already use.
For fintech apps, USM increases user trust, improves retention, and aligns with RBI & NPCI mandates, turning compliance into a differentiator. For users, it reduces renewal leakage and increases transparency, driving higher engagement.
Designing USM pushed me beyond UI and deep into India's payment infrastructure, such as UPI, Account Aggregator, and RBI compliance. Honestly, I didn't expect to enjoy exploring regulatory frameworks, but it made the solution feel real, not theoretical. The hardest part? Realising that a simple dashboard requires orchestrating multiple APIs and edge cases. What feels effortless to users is complex behind the scenes, and that's exactly how it should be.
If I take this forward, I'd A/B test the MVP, measure time-to-cancel and renewal drop-off, and iterate based on real behaviour. The goal: prove a unified dashboard can change how people manage their subscriptions.
👋🏽 Thanks for stopping by! Here is more of me if you are interested :)
👋🏽 Thanks for stopping by! Here is more of me if you are interested :)
👋🏽 Thanks for stopping by! Here is more of me if you are interested :)
👋🏽 Thanks for stopping by! Here is more of me if you are interested :)
6:28 AM