Role
Principal Designer and Design Manager
Problem
Designing a super app for a large financial organisation from 0 - 1.
Impact
Drove digital consumer use by 15%
Registered over 1.2 million new customers via its newly launched ABCD platform as of August
Achieved 100,000 app downloads within a month of launch.
Recognized as the "Best in Class User Interface - Fintech" at the Global Fintech Fest, 2024
Work
Product design
Prototyping
Design management
Product thinking
Design Systems
Team managament
CUG testing
01
Creating a platform that designs a seamless transition from low frcition and high intent modules like payments and financing into more deeper, long term relationships like investment in mutual funds or stocks, and insurance for life or health.
Additionally, another major goal was to dramatically increase adoption of the ABCD and consequently the Aditya Birla Capital platform and product via this digital platform.
02
Research and analysis
Conducted research in two parts alongside Kantar research
Customer interviews and
2. Categorised groups based on response
Our team, along side the ABCD team did a competitive benchmarking over over 7 players at the front end of the financial platforms game in India from both a digital product and fundamental business standpoint - this gave use four core learnings from the competition.
Our core learnings
Language needs to be hyper simplified
New and nascent modules needed well defined intro screens for familiarity
Form flows needed clear and concise breakups
Dashboard and Homepages needed proactive and actionable widgets for visual understanding of products
03
A snapshot of our users
Mapping out our users is particularly important for this product given both the newness of the product type and the first-time nature of usage with these kinds of tools for a large number of the regions and groups that are targeted.
Excerpt 1 : Payments on UPI
Working on the UPI technology stack to understand how to make payments as quick as possible by handing out an exhaustive list of destination accounts associated with a mobile number
Excerpt 2 : Loans
Dial interaction to improve the conversion rates on loan setup
Excerpt 3 : Round the change
simplifying a round the change module that fits into any payment flow on the platform - creating a simple visualiser to improve knowledge on the investment type for better involvement from users.
V 1.0 - 12 modules in just one year
04
The process
Over the course of a year, we meticulously developed, tested, and refined high-fidelity, motion-enabled prototypes across 12 modules, ensuring all elements were polished and functional. Each stage, from initial research and low-fidelity prototyping to advanced design and final testing, was iterated with closed user groups for continuous improvement.
06
Post v 1.0 Design system work
After the first year of design and development, which led to our launch, we began addressing the inevitable inconsistencies caused by our fast-paced environment. We used a design system, which is currently being converted into a "cookbook" by the ABCD tech team.
Over the next year, this will be incorporated into the actual product code. This will ensure a more centralized control over the frontend, preventing inconsistencies and maintaining standards as new iterations are launched.
I can show more on request with regard to details of this system.
