Context:
Aditya Birla Capital needed a platform that supported users at all points in the financial funnel, enabling awareness, application, servicing and retention across a wide variety of products.
My role:
Led design across multiple lines of business, collaborating closely with product, engineering, and business to drive module enhancements, project planning and strategy.
My work spanned product, interaction design and motion for the mobile app, servicing web portal, and B2B tools used internally by sales and relationship management.
Impact
The app was a prime means of awareness and acquisition for Aditya Birla Capital, faring especially well for Loans, Health and Life Insurance and DigiGold and Silver Investments.
24
%
increase in customer acquisitions via the app
Best in class UI (Fintech)
Global Fintech Fest 2024
The Problem Statement
Building a platform that seamlessly supported high intent, quick actions like paying an EMI as well as multi-year relationships like tracking a mutual fund portfolio or managing a home loan.
The app needed to balance being frictionless with building depth, trust, and the ability to surface timely information.
The app caters to users between the ages of 20-50, from tier 1 and tier 2 cities
Akash, 24 y/o
Balance between saving and enjoying life
24 y/o
Consultant
Indore
GOals
Build a financial base
Start investing early
Pay off education loan
Sidhima
Provide for family while creating shared experiences
37 y/o
Business owner
Mumbai
Goals
Save for children’s education
Pay off home loan
Build long-term wealth
Resham
Shifting from active earning to long-term security planning
48 y/o
pre-retirement
vishakhapatnam
Fund children’s academic goals
Plan for a secure and comfortable retirement
Our process
New features started with user stories and product requirement docs that were followed by benchmarking and wireframes, all the way upto interactive, motion enabled prototypes that were tested and iterated on with product stakeholders. Post launch, designs were updated regularly, based on common bottlenecks and dropoffs.
Brokering conversations to share approaches between different product teams, maintaining a regularly updated, scalable design system, and building modular solutions to common problems kept the experience cohesive.
The core principles of the app
Transparency not jargon
Keep it actionable
Explain the USP
Depth without overwhelm
How we achieved this
Rich, differentiated landing pages
Better form filling
Indicative, ranked offers from multiple providers are shown using minimal details before users need to commit to a full application, reframing forms as an offer-discovery tool rather than a tedious data collection exercise.
Forms themselves are broken into focused, single-topic steps sequenced logically. Previous steps are summarised and form length and topics is always kept transparent. Help and context are accessible inline.
Linking different LOBs
Different LOBs are linked intentionally to make most sense to a customer. The placement, timing, and framing of showcasing products was tested, made organic and anticipatory of user needs.
Simplifi — Contextual AI Assistant
The Dashboard as a Control Room
The most high intent, time sensitive actions are kept within easy reach. An Actionables section aggregates urgent items across all LOBs, so nothing important gets missed regardless of how many products a user holds.
Simplifi curates a daily refreshed snapshot to users of what's happening with their portfolio, what needs attention, and what's worth knowing given current market conditions, remaining educational as well as actionable.
Tools and calculators
Tools served users at every stage of the journey. For new users, calculators let users take informed product decisions grounded in their own numbers.
For existing customers, we keep users engaged within the app and surface what more is possible with their products. Credit score simulators, prepayment calculators etc model the effect of their decisions on their existing products.
