FinTech Industry- The Digital Finance Platform for the Mass Market
Designing for scale, accessibility, and trust across 30+ financial services.
The platform is a digital financial services app offering everything from gold loans and digital gold investment to bill payments, money transfers, and more. The platform’s core mission is to serve mass and middle-income users across India—particularly in urban, semi-urban, and rural areas—with simple, trustworthy, mobile-first financial tools. Download Application
Tools Used: Figma, Abode Creative Suits, Miro, Google Analytics, Pen Paper
My Role
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Led the redesign of both the mobile app and website
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Collaborated across design, tech, business, and marketing teams
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Delivered flows, prototypes, and responsive designs
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Ensured the platform remained lightweight, accessible, and performance-driven
The Challenge
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Accommodate 30+ financial products across loans, investments, payments, and insurance
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Maintain ease-of-use for a diverse audience, including first-time digital finance users
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Address technical concerns like load time, asset optimization, and downloadable size
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Enable upselling and cross-selling of products within the platform
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Give space for in-app marketing while keeping the experience clutter-free
Research & Discovery
We kicked off by aligning with:
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Business stakeholders- to understand product vision and cross-selling needs
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Technical teams- to keep metrics like performance, loading speed, and system complexity in check
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Marketing- to support visibility of offers and ad integration
We then deep-dived into what was and wasn’t working in the current app:
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Reviewed heatmaps and analytics dashboards with the data team
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Spoke with the customer support team to identify recurring complaints
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Conducted customer interviews across cities, covering multiple user segments
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Mapped common drop-off points and pain areas in the experience
Design Approach
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We began with focused design sprints, breaking down each service journey, like gold loans, investments, and bill payments, into clear user flows.
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These flows helped us bring stakeholders into the process early, giving them visibility into how the experience would scale and evolve across 30+ products.
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Using paper prototypes, we tested rough ideas internally across business, tech, and customer support teams. This gave us fast, low-effort feedback before committing to digital.
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Once aligned, we moved into digital wireframes, starting with a mobile-first approach to serve our primary user base in Tier 2/3 cities.
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After establishing a scalable mobile system, we extended the same UX logic to the website, ensuring consistency across platforms and devices.
Design Execution
After testing our early paper prototypes with internal teams, we gathered feedback across product, tech, and customer support to refine the flow logic. These insights gave us the confidence to move forward into wireframing.
We began with low-fidelity wireframes, focusing on layout, hierarchy, and interaction clarity, prioritizing how users would move across services without feeling overwhelmed. Once the structure felt right, we transitioned into high-fidelity mockups, carefully balancing visual consistency with performance constraints.
The final UI was designed mobile-first- ensuring clarity on smaller screens- before adapting the same logic to the web platform, aligning both systems under one scalable design language.
Impact & Takeaways
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The new design system now supports 30+ products, with a consistent and scalable framework
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We improved discoverability, flow completion, and time-to-action across key user journeys
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Internal teams found the new system easier to update and extend across app and web
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Marketing and cross-sell surfaces were integrated without disrupting usability
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By March 2024, the redesigned products contributed to ₹251 Cr+ in business revenue and helped achieve over 297,000+ user acquisitions
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The app now boasts a 4.6★ rating on iOS and 4.8★ on Android, with over 20,000 reviews and 1M+ downloads, reflecting high user satisfaction and product-market fit.