Context:
Aditya Birla Capital needed 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 the right information at the right moment, and do so for users ranging from first-time earners to seasoned investors across tier-1 and tier-2 cities.
My role:
Led design across multiple lines of business, collaborating closely with product managers, engineering leads, and business stakeholders 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 relationship management teams.
Impact
The app was a prime means of customer acquisition and drawing focus to the company, especially for Loans, Insurance and DigiGold and Silver Investments
24
%
increase in customer acquisitions via the app
Best in class UI (Fintech)
Global Fintech Fest 2024
Transparency over jargon
Explain the USP
Keep it actionable
Depth without overwhelm.
How it works
Rich, differentiated landing pages
Each line of business has its own section with a consistent logic but differentiated content strategy, enabling users to immediately understand what they have, what else they can do, and what’s in it for them.
the landing pages showcase product benefits, returns or offers, social proof, and handle common questions about eligibility and charges inline.
A focused hero card surfaces the user's active product relationship at a glance. This remains structurally same but adapts to showcase whatever is most important for that category.
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.
A user looking at their credit score could be doing so as they are considering a loan, someone that has investments is a natural fit for portfolio tracking, health track users would want to know about insurance etc.
A user looking at their credit score could be doing so as they are considering a loan, someone that has investments is a natural fit for portfolio tracking, health track users would want to know about insurance etc.
Simplifi — Contextual AI Assistant
Simplifi is the app's AI assistant, having full context across a user's relationship with ABCD: portfolio performance, upcoming payments, credit profile, transaction history. It helps users stay on top of their finances with contextual reminders and nudges.
It acts as a tool to navigate the app, access contextual help and information and surface relevant, timebound offerings.
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.
