Vidhisha KediaUnderstand the users
Explore investment behaviour, decision making, information needs and expectations of financial platforms.
FINEZZY · FINTECH
Making financial decisions feel clearer
A connected mobile and web experience for understanding investments and accessing credit against mutual fund holdings.
- MY ROLE
- UX/UI Designer & UX Writer
- DURATION
- 8 months
- PLATFORMS
- iOS · Android · Web
- MY SCOPE
- Research · Product design
Brand identity · Website
THE BRIEF
Bring financial information and action together
Finezzy brought portfolio information, financial guidance and access to credit into a digital experience. Its loan against mutual funds journey helped people explore borrowing against their holdings without redeeming those investments.
The design challenge was to make a complex service understandable: what users already owned, which options were available, what information they needed to provide, and what happened next.
MY CONTRIBUTION
Connect research, product and brand
I worked across user research, experience structure, interface design and UX content, collaborating with stakeholders and developers. My scope also included the brand identity, website and launch material, so the service could communicate consistently across touchpoints.
Shape the experience
Translate those needs into product flows, clear screen hierarchy and mobile interfaces.
Unify the touchpoints
Connect the brand, product language, website and visual communication.
USER RESEARCH
Understand financial behaviour before designing the journey
The research study included seven participants selected through a screener covering age, gender and current investments. One to one sessions ran from 26 February to 11 March and lasted 30 to 40 minutes.
What I wanted to understand
I explored how people selected investments, which platforms they trusted, how they evaluated performance, and where they needed financial support. The study also examined competitor app interactions, navigation and ease of use.
Zoom recordings captured feedback and facial behaviour. We debriefed after sessions to align findings with the research objectives.
RESEARCH INSIGHTS
People needed useful information they could trust
Missing information
Participants felt frustrated by the lack of the right information for investment decisions.
Trusted an existing source
Participants used Moneycontrol before investing. Familiar analysis helped them judge their options.
Open to paid help
Participants were comfortable considering a premium service for financial support.
All seven regularly checked analysis and reports to understand fund performance. Borrowing to make investments was not part of their primary behaviour, and they showed no interest when prompted. This was distinct from accessing credit against existing holdings.
THE USER
User persona
Gaurav Mittal
About
Comfortable with numbers, Gaurav plans investments using spreadsheets. He invests across mutual funds, fixed deposits, equity shares and Bitcoin, and wants his decisions to support long term milestones.
Goals
- Diversify his portfolio.
- Plan for a growing family and a future home.
- Find reliable financial planning support.
Frustrations
Financial advisers have not matched his needs. Existing services do not clearly show how changes to his current plan affect future goals.
Needs
An easy to understand portal that connects his current goals, financial choices and future milestones.
RESEARCH TO DESIGN
Explain the value before asking for commitment
Make the information useful
Give portfolio summaries, performance and reports a clear hierarchy so people can evaluate their financial position.
Separate investing from borrowing
Explain credit against existing assets without presenting borrowing to invest as the default user goal.
Keep the next step clear
Use direct language and visible status through account creation, verification, selection and ongoing servicing.
USER FLOWS
From understanding the service to managing the account
Explore and apply for credit
- Understand the optionIntroduce loans against mutual fund holdings.
- Create an accountMove through onboarding, permissions and verification.
- Review the portfolioUnderstand holdings and the available credit options.
- Compare and chooseReview lenders and available repayment plans.
- Complete the applicationFollow the required steps and track status.
Return to manage finances
- Open the dashboardReview the financial overview.
- Check details and reportsUnderstand individual holdings and account activity.
- Take an account actionAccess relevant servicing options.
- Review the updated statusKeep progress and financial information accessible.
BRAND & DESIGN SYSTEM
One identity across product and communication
I established the visual foundation through logo applications, colour, typography and style guidelines. This gave the mobile experience, website and launch communication a shared identity.
Colour and identity
Brand applications
PRODUCT DESIGN
Turn the structure into a usable mobile experience
Onboarding
The opening experience introduced the service and set the tone for the account journey. I used clear hierarchy and approachable visual communication to explain the product before moving into financial information.
Welcome screen
Dashboard
A clear financial overview
The dashboard brought key financial information together. The hierarchy helped users move from an overview to the details they needed, rather than treating every figure as equally important.
Portfolio reports and investment recommendations supported the return journey after onboarding.
Portfolio at a glance
Portfolio reports
Investment recommendations
PRODUCT WALKTHROUGH
See the experience in motion
WEBSITE EXPERIENCE
Connect explanation to the next step
The website introduced the product, explained its value and supported the move into the app. My work connected content, layout and brand communication so the web experience felt like part of the same service.
Website flow
DELIVERY
A connected product and brand experience
The work brought together research, product flows, mobile interfaces, UX content, brand guidelines, website design and launch material. The contribution was not one screen in isolation, but a consistent path through a complex financial service.
LEARNINGS
Trust is built across the whole journey
Research can challenge the proposition
Participants’ lack of interest in borrowing to invest made it important to distinguish user behaviour from the broader business opportunity.
Clarity starts with the information
People wanted analysis they could trust. Visual polish could not replace a useful hierarchy and understandable language.
Consistency supports confidence
Brand identity, UX content and interface structure needed to work together across mobile, web and communication.
EXPLORE FINEZZY