TallyKhata
Millions of Shopkeepers Using TallyKhata App for Records and Payments
User Research
Design systems
UX & UI design
Context
Tallykhata is a mobile app designed for small businesses in Bangladesh, streamlining financial transactions and record-keeping. Users can easily track income, expenses, and generate profit and loss reports.
Design Outcome
By integrating Design Thinking into the UX design process, TallyKhata achieved significant improvements in user engagement, retention, and business outcomes for micro-merchants. Here are the key results:
📥 User Onboarding & Adoption
12.7M Downloads
6.03M Onboarded Users
📊 User Retention & Engagement
2.35M Retained Users
957.37K Monthly Active Users (MAU)
My Role
Tools
Responsibility
Design Leadership: Led the full design process from conception to handoff.
Research & Testing: Conducted FGDs, A/B Testing, and Usability Testing.
Product Strategy: Conducted deep competitive analysis to identify market gaps, created wireframes and sketches to refine the app.
Stakeholder Collaboration: Managed expectations across teams.
Business Opportunity
The micro-merchant market in Bangladesh is a vast untapped opportunity for new-generation digital solutions like TallyKhata. Here is a snapshot of the market size:
Market Size
1.3 million micro-merchants with annual turnover value of 18.42 billion and inventory value of 16.71 billion.
Growth Potential
1.9 million people are actively involved in micro-merchant business.
50,000 micro-merchants have already benefited from loans, indicating a growing demand for credit products. The sector contributes 13% to Bangladesh’s GDP.
Problem Statement
More than 1.3 million micro-merchants operate in Bangladesh and almost 50,000 people enter the area every year.
They struggle to keep track of their financial transactions, reminders and leading to errors in recording and difficulty in managing their finances effectively. This results in lost revenue, wasted time, and unnecessary stress for the business owner.
Facing problem
Here is a video to explain “How the TallyKhata application helps micro-merchants in their daily life..!”
Define Users & Ideation
We conducted [ user interviews ] to gain understanding of with how they might feel about the challenges, situations, or circumstances they encounter.
Research Goal
Understand and identify the processes and emotions of business owners when they track their expenses, profit, and debt, along with their behaviors, needs, and goals.
Participant & their criteria
“20 small business owners” actively involved in tracking financial management process.
Tools
Face to Face, FGD(Focus Group Discussion), Phone Call, A/B Testing
Research Observations
From our research we gained valuable insights about our user group and the problem scope that demands to be highlighted
👥
Large Customer Base & Revenue Potential
Micro-merchants serve an average of 102 customers daily, generating $3,195 in monthly revenue.
⏳
Credit Collection Challenges
Credit reminders are tedious by hand. Automation is needed to make collections productive.
🛠
Transition to Digital Bookkeeping
Micro-merchants look for secure, efficient transaction monitoring, moving away from the traditional notebook to computer software like TallyKhata.
🚀
Barriers to Financial Growth
Limited availability of low-cost credit discourages business growth. Improved options for financial assistance are needed.
Defining Personas and Goals
Consolidating our key insights into 2 goal-oriented personas.
Abul Mansur Khan
Age: 53 | Status: Married
Grocery shop owner (12 years)
Tangail, Bangladesh
Accurately calculate daily transactions and match the cashbox at the end of the day.
Send monthly reminders for credit transactions and maintain proper customer information.
Track monthly expenses and understand the value of cash transactions.
Shirin Akter
Age: 49 | Status: Married
Electronic shop owner (07 years)
Dhaka, Bangladesh
Struggles with losing track of customer credit information due to manual methods.
Faces challenges in efficiently organizing supplier and customer information.
Experiences errors in calculating daily earnings and expenses.
User Flows
Key path scenarios that gets our users to their most prominent use cases within the least amount of steps.
Wireframe
Consolidating our key insights into 2 goal-oriented personas.
Initial Designs
We worked on building prototypes and testing those with core functionality like recording transactions, SMS notification, and reporting.
User and stakeholder feedback were used to refine the design prior to development.
Usability Testing & Outcome
To ensure TallyKhata met the needs of micro-merchants, we conducted usability testing to evaluate the app’s functionality and user experience. Here’s how we did it and what we learned:
Testing Method
Participants: 12 micro-merchants with varying levels of digital literacy.
Method: Unmoderated usability testing to observe natural interactions with the prototype.
Focus: Task completion, interaction patterns, and pain points.
Final Design
Consolidating our key insights into 2 goal-oriented personas.
Mobile Screens
Impact of Design
As the Lead Product Designer at TallyKhata, my designs had a direct influence on concrete benefits to user engagement, business growth, and operational efficiency. Here's the impact TallyKhata made:
📈 685% User Growth
Scaled registered users from 100K (2019) to 785K+ (2023) with a redesigned, simplified onboarding experience.
⏳ 40% Time Savings
Reduced transaction time from 10 hrs/week to 6 hrs/week through intuitive UI/UX and streamlined workflows.
🎯 540% DAU Increase
Boosted daily active users from 5K (2019) to 32K+ (2023) by enhancing usability and adding features like automated reminders.
📊 30% Credit Recovery
Automated due reminders increased timely repayments by 30%, improving cash flow for micro-merchants.
👍 4.2 PlayStore Rating
Raised user satisfaction from 3.8 to 4.2 with offline functionality and a simplified interface.
Key Metrics
Metric
Before
After
Impact
Credits
Closing Thoughts
Our key challenge was designing a solution for micro-merchants in Bangladesh, who often have limited education and rely on manual systems like notebooks to track transactions. These outdated methods cause errors, lost revenue, and inefficient operations. Our goal was to create an intuitive, simple, and digital solution that meets their needs without overwhelming them.
Services
Research
Experience Design
Interface Design
Design System
Tools
Figma
Jira
MS Excel
Slack
team
Product Manager
Amyou Das (Lead PM)
Noushin Khan
Nahian Nur
DevOps
Humayun Kabir
Mijhajul Islam
Istian Revee
Graphic Design
Alim Khan Mazlish
Product Designer
Jahangir Alam (Me)
Fahim Rana
Asad Hossen
Market Oparation
Awlad Hossain
