business & design goals

Business Objectives

• Build and launch an MVP mobile app within 3 months

• Onboard 1,000+ early adopters with a goal-based investment approach

• Enable ₹25L+ in transactions within the first 30 days

• Gather user data to drive 2nd round of funding

Design Objectives

• Build trust in P2P lending for new-to-investment users

• Design a simple goal-driven flow for first-time investors

• Create a visual language that balances security, clarity, and growth motivation

discovery & research

Approach

I started with a rapid research sprint to understand our target users and the perception gap around P2P lending. I conducted:

• 10 user interviews across Tier 1 & Tier 2 cities

• 3 stakeholder workshops to map feature priorities

• A competitive audit across fintechs like Groww, Jar, and Cred

Key Insights

1. Low Trust in Non-Banking Products
   Most users equated "P2P investment" with risky or scammy products. Trust symbols, RBI mentions, and transparency were non-negotiable.
   
   

2. High Savings Behavior, Low Investing Behavior
   Users were disciplined savers but avoided “investment” due to complex language or uncertain returns. They saved toward goals—phones, trips, weddings.
   
   

3. Simplicity > Control
   Users didn’t want advanced features like filters or return optimizers. They preferred a wizard-like guidance model, investing in <3 steps.
   
   

How might we simplify P2P investment into a goal-based habit while building deep user trust in a market full of skepticism?

This question guided every design decision—ensuring the experience removed cognitive friction, reduced ambiguity, and built confidence at every step.

design process

UX Strategy

I split the experience into four product pillars:

1. Goal-Driven Onboarding
   Rather than choosing an investment product, users picked a goal first (e.g., “Buy a MacBook”). This helped anchor financial action to emotion.
   
   

2. Progressive Disclosure
   We simplified investment concepts behind layered screens. Risk levels became “Lender Score,” return ranges were shown post-commitment.
   
   

3. Trust Layer
   Every high-friction screen had contextual reassurance: secure payment gateways, RBI registration, partner lender transparency, and FAQs.
   
   

4. Gamified Rewards
   We introduced milestones, cashback for first-time deposits, and small nudges to continue investing (like “You’re ₹500 away from your MacBook”).

Iteration & Testing

• Wireframes & click-through prototypes were built in Figma and tested with early beta users via WhatsApp.

• Weekly feedback loops drove iteration, especially for onboarding friction and risk clarity.

• We pivoted mid-way from a complex “compare & invest” model to a guided flow with just 3 core screens.

• Accessibility reviews ensured color contrast, readable fonts, and tappable areas met baseline standards.

visual language & design system

We built a lean component system based on:

• 4pt spacing grid for scalable layout

• Primary blue + trust green palette to evoke security and growth

• Custom iconography to visualize abstract financial concepts

• Microcopy and tooltips to handle edge cases or questions on the spot

To ensure fast developer handoff, all components were structured in Figma using variants and autolayout. I also documented transitions, skeleton loaders, and empty states to ensure product completeness.

key flows

• Goal Selection Flow
  Users chose a predefined goal or created a custom one. The tone was playful and positive—emphasizing achievement over financial complexity.
  
  

• Investment & Return Visualization
  After goal setup, users were guided through selecting an amount, tenure, and projected return. Complex terms were hidden unless toggled.
  
  

• Transaction History & Trust Section
  We added dedicated screens to track investments, returns, and FAQs on partner vetting, terms, and RBI regulation—all linked with contextual tooltips.

outcomes

• ₹35L+ invested in 30 days after launch

• 4.5★ Play Store rating with 200+ organic signups

• 12% drop in onboarding friction after usability fixes

• Triggered 2nd round of VC conversations based on MVP traction

We also saw repeat investment behavior from 40% of early users—a sign that habit formation had kicked in.

collaboration

This was a cross-functional sprint. I collaborated closely with:

• The PM on backlog prioritization and MVP scoping

• The Founder for risk communication strategy

• Developers for implementing UI logic, error states, and edge cases

• Our legal advisor for RBI-compliance text placement and copy reviews

Weekly standups and async Loom updates helped us stay on track despite being a lean team.

reflection & learnings

This project was a crash course in designing for trust. I learned that:

• Users don’t want control—they want clarity.

• Trust isn’t built by telling, but by showing and guiding.

• MVPs work best when every feature is rooted in a clear problem-to-solution arc.

I also learned how to:

• Make decisions quickly in ambiguous environments

• Use behavioral triggers to simplify financial UX

• Lead low-code usability testing cycles on tight timelines

accessibility & inclusive design

Designing for accessibility was a priority from the early stages. We ensured:

• All UI components passed WCAG AA standards for contrast and typography

• Tap targets followed a 44px minimum rule to support motor impairments

• Icons were paired with text labels for users with low vision

• We designed for colorblind safety using pattern overlays and not relying solely on color

• While the MVP didn’t support screen readers yet, I documented ARIA labels and navigation structure for V1.1

Inclusive design goes beyond compliance—so we also ran copy tests with non-finance users to ensure investment terms were understandable at an 8th-grade reading level.

ux flow evolution & key screens

We designed Growlex with a focus on progressive guidance and reduced cognitive load. The initial flow included optional filters and plan comparisons, but early usability tests showed users felt overwhelmed.

Iteration Snapshot:

• V1: Complex card-style plans, return sliders, too much choice

• V2: Simplified 3-step goal wizard → investment amount → review

• Result: +12% improvement in onboarding completion

We validated this flow through 5 rounds of prototyping and iteration. User feedback consistently showed preference for “guided clarity” over control.

“I didn’t want to figure it out—I just wanted to trust the app.” — beta user

want the full prototype or design system?

→ [Request access to the interactive prototype]

→ [View design system structure in Figma]