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House Loan Prepayment Amount
Deadline 24 June 25
Monthly Streak
Rs 9,587
Current Progress
Rs 4,24,680
Rs 0
Rs 6,40,000
Added Members
Check Details
Make Payment
GoPro Hero 12 Black Action Camera
Rs 45,490/-
On Flipkart
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Next Due Date 21 Aug’24
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From chaos to clarity
From chaos to clarity
From chaos to clarity
Master Your Finances
Master Your Finances
Master Your Finances
My Intent Behind It
Discovered that most people struggle to track income, expenses, and savings effectively, often leading to poor financial decisions.
Noticed that many existing apps only track expenses but fail to motivate users, simplify tax planning, or link daily habits to long-term goals.
Chose to design a solution that addresses everyday financial chaos while fostering long-term discipline and confidence in users’ financial lives.
Project Type
Personal exploration project
Area Of Interest
Fintech Space
Skills
User Research
Persona Creation
Journey Mapping
Competitive Analysis
Ideation
Information Architecture
Wireframing
Prototyping
Usability Testing
Interaction Design
Timeline
Jan 2025 - May 2025
Setting the stage
Reimagining Personal Finance: A Seamless, Smart, and Engaging Way to Take Control of Your Money
Where does all the money go?
It’s a question that echoes in the minds of millions—after the rent is paid, the bills are cleared, and the weekend is over, the paycheck seems to vanish without a trace. Despite working hard and earning consistently, people are often left with anxiety, uncertainty, and a sense of losing control over their own money.
The truth is, managing finances isn’t just about budgets or spreadsheets—it’s about navigating a maze of unpredictable expenses, tax jargon, scattered savings, and a constant fear of “not doing enough.”
Yet, in a world where we track our steps, calories, and even sleep—why does tracking our money still feel so complicated, lifeless, and exhausting?
The truth is, managing finances isn’t just about budgets or spreadsheets—it’s about navigating a maze of unpredictable expenses, tax jargon, scattered savings, and a constant fear of “not doing enough.” Yet, in a world where we track our steps, calories, and even sleep—why does tracking our money still feel so complicated, lifeless, and exhausting?
Households in Financial Distress
Households in Financial Distress
is all that Indian households saved in FY24, the lowest net financial savings in last 47 years.
Of Indians are all staggered in some form of debts in their lives.
Of Indian households lack an emergency fund, making them vulnerable financial crunch.
Source : Reserve Bank of India (RBI) Bulletin 2024
is all that Indian households saved in FY24, the lowest net financial savings in last 47 years.
Of Indians are all staggered in some form of debts in their lives.
Of Indian households lack an emergency fund, making them vulnerable financial crunch.
Source : Reserve Bank of India (RBI) Bulletin 2024
What We’re Solving
What We’re Solving
Decoding the Disappearing Paycheck: Designing a Smarter Financial Companion for India’s Salaried Professionals
For many salaried professionals, managing money feels like a constant uphill task. It begins with the burden of manual data entry, followed by unclear financial goals that shift with changing needs. Budgets fluctuate month to month, savings happen inconsistently, and shared expenses like rent or groceries often create confusion. Underneath it all lies a deeper problem—a lack of visibility into the future. With most tools focused on tracking the past rather than offering meaningful guidance, users are left reacting to their finances instead of confidently planning ahead.
I’ve spent my whole life handling money, yet now, when it matters most, I feel lost. Too many options, too many risks—I just want to know my savings are safe.
Kasi Viswanatham, Retired Bank Employee
Splitting bills, keeping track of expenses, trying to save—it’s a mess. Every month, I promise myself I’ll get better at it, but I never do.
Likitha Cherukuri, Student at PES University
“By the time I’m done with work, I have zero energy left to sit and log every little expense. Keeping track of finances shouldn’t feel like another full-time job."
Yaswanth Rana, SDE -2 at Oracle
The Road Ahead
Making personal finance feel effortless
The goal is to create a personal finance experience that feels seamless, intuitive, and motivating—especially for salaried professionals. The application aims to reduce manual effort through automation, simplify goal setting, and encourage consistent saving through gamified interactions. Beyond budgeting, it’s intended to help users manage loans, insurance, and taxes in one place, while offering smart, personalized insights. By integrating predictive analytics and future planning tools, the objective is to shift users from reactive money management to confident, long-term decision-making.
The Questions that sparked the solution
How might we make financial management effortless by simplifying complex processes like loan, tax, and investment planning?
How might we inspire users to stay consistent with their financial goals through fun and rewarding interactions?
How might we empower users with personalized tools to anticipate and prepare for their financial future?
Quick glance
Tax Estimate
Tax Estimate
Loan Home
Loan Home
Expense Home
Expense Home
Diving into research
To understand the financial management landscape
Studied the financial habits and behaviors of individuals.
Analyzed existing solutions and tools available in the market.
Explored the broader impact of effective financial management on stability and decision-making.
User Survey
A detailed questionnaire was shared via Google Forms, with 48 participants providing input on their financial habits.
Intent Behind the Questionnaire
Helped uncover current spending patterns across different age groups.
Revealed how users plan and prepare for their financial future.
Identified the tools and methods they rely on for budgeting.
Actionable Insights
1. Finances start with mandatory obligations
74% of people start their month not with daily expenses, but with commitments like taxes / EMIs.
1st Priority
Paying income taxes/filing tax docs.
2nd Priority
Paying EMIs or loan installments.
3rd Priority
Tracking monthly expenses.
4th Priority
Paying insurance premiums.
5th Priority
Allocating savings.
6th Priority
Reviewing or planning investments.
7. Friction in setup = friction in retention.
Over 60% of users give up on apps simply because they’re forced to enter data manually.
Write expense details
Enter Details
Add Amount
2. EMIs get lost in the long run
Only 28% feel they have clarity over loan repayments.
66 %
0 years
30 years
3. Long-term planning is foggy
63% plan 1–5 years ahead, but 50%+ want better visual tools.
Your net worth ( 10 years )
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
2021
4. Trust is currency of fintech.
68% of users are concerned about data leaks and cyber theft, highlighting trust and privacy
5. Investments are everywhere, yet invisible
57% struggle to track investments across platforms.
Portfolio Value
1st Jan
10th Jan
20th Jan
30 th Jan
10th Feb
20th Feb
6. Emergencies break the system
66% depend on credit or help for unexpected costs.
Monthly Expenses ( In 2025 )
8. Motivation drops mid-month
Only 22% track savings throughout the month.
Motivation Levels
1st Dec
31st Dec
9. Sharing should be optional, not accidental
79% want to control what financial data is shared.
Complete sharing
Total transparency
Competitive Research
A competitive analysis was done on 3 direct & 3 indirect competitors to understand existing market.
Spotting Gaps in the Market
Studied user reviews and feature flows to uncover friction points and gaps.
Identified what works well and what falls short in existing solutions.
Highlighted opportunities to improve the overall financial management experience.
Direct Competitors
Unique value propositions
User friendly interface - Designed to help users input and view financial data quickly without confusion.
Bank account integration - utomatically syncs transactions for real-time tracking, reducing manual effort.
Custom budgeting tools - Allows users to tailor spending limits and categories according to their lifestyle and goals.
User Needs/ Pain points
Clunky navigation - Users often struggle to locate specific functions due to cluttered menus.
Partial localization - Some language settings don’t translate the app fully, making it more chaotic.
Overlapping metrics - Users find it hard to differentiate between similar financial insights, reducing clarity.
Wallet
A personal finance app designed to help users track expenses, manage budgets, and gain insights into their spending habits. Its target audience are :
Daily household middle class people
Mid sized businesses
4.5/5
Current Rating
4.8 Million
Total Users
+
Spendee
A budgeting app that allows users to track their income and expenses, providing visual insights to help manage personal finances effectively. Its target audience are :
Budget-conscious individuals
Couples / roommates shared wallet
3.75/5
Current Rating
2.6 Million
Total Users
+
Unique value propositions
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User Needs/ Pain points
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Cubux
A cross-platform budgeting app built for families and individuals to manage income, debts, and spending with collaborative tools. Its target audience are :
Families managing shared accounts
Individuals looking for no-frills tracking
3/5
Current Rating
2.4 Millions
Total Users
+
Challenges Identified
Tedious Data Entry
Users must manually input a large volume of financial data—including linking accounts and setting preferences—making onboarding feel overwhelming and time-consuming.
Unclear Financial Goals
Many users lack clarity about their short- and long-term financial goals. Without a clear vision or motivational support, they often lose track of their progress or give up midway.
Unpredictable Budgets
Despite planning, users find it difficult to manage budgets due to unexpected expenses and monthly variations. Realigning budgets becomes a repetitive, tiring task.
Inconsistent Saving Habits
Users often start saving with enthusiasm but struggle to maintain consistency. Without timely nudges, smart reminders, or clear tracking, their efforts fizzled out quickly.
No Future Financial Clarity
It’s difficult for users to see how their current payments—like EMIs and loans—impact their future financial standing, making long-term planning feel vague and uncertain.
Messy Shared Spending
Users face challenges in managing expenses shared with partners, family, or friends. They also need ways to keep some spending private, which most tools don’t accommodate well.
Understanding users
Based on research insights, users were clustered based on two aspects :
Users with similar spending habits.
Users with similar financial aspirations.
My AHA Moment
I realized that people having same spending habits and financial aspirations often belonged to the same walk of life and divided it into four user groups:
User Groups
Salaried Professionals
Monthly finances
Married Couples
Planning joint finances
Retirred Individuals
Post retirement funds
Millenials
Shared Expenses
Building Archetypes
Parthasarathy Velluri
Demographics
Age - 26 Years Old
Family Status - Male
Occupation - PSU Employee
Martial Status - Unmarried
Location - Hyderabad
Online Locations - Laptops & mobiles
Internet Usage - 8 - 9 Hrs
User Scenarios
Finds it difficult to understand how much money actually comes in after taxes and deductions each month, and needs a clear breakdown of the salary structure to plan expenses confidently.
Has multiple loan obligations such as education or personal loans, and needs a consolidated view of EMIs, due dates, and repayment progress to avoid missed payments or financial stress.
Struggles with tracking day-to-day spending and often overspends unintentionally, requiring categorized expense tracking and budget alerts to stay in control.
Wants to begin investing but feels unsure about where to start, and needs simple, personalized investment suggestions aligned with income level and risk tolerance.
Has long-term goals like buying a car or house, but finds it hard to connect current savings with future targets, requiring visual projections to stay motivated.
Faces unpredictable expenses during the month, such as medical bills or travel, and needs flexible tools to quickly adjust budgets.
Obstacles To Be Faced
Chaos in clearing the loan dues, EMIs, bills, etc.
Doesn’t how to do the cost-cutting in the monthly expenses.
How should he plan to achieve his life goals and financial plans
Inability to understand the right way of portfolio diversification.
Completely unsure about the financial decisions taken & ways to minimize the tax cuts.
01
Corporate Trailblazers
A professional with a stable income, clear career growth path, and aspirations for financial security and independence. Despite the consistency of monthly earnings, they often feel overwhelmed by fragmented EMIs, unclear tax deductions, and a lack of guided investment planning—making financial clarity harder to achieve.
02
Partners in Life
In a partnership or family unit, this user juggles joint responsibilities like rent, children’s needs, and long-term family goals. They often face challenges aligning individual and shared expenses while ensuring transparency and control over their combined financial journey.
03
Seasoned Retirees
Having retired from active work, this user relies on fixed income streams and is focused on maintaining a secure, low-risk lifestyle. They frequently find it difficult to manage medical expenses, track passive income, and support family without jeopardizing their financial independence.
04
Future-Focused Dreamers
Shruti is a 21-year-old college student and intern exploring financial independence while juggling academics, fashion trends, and a lively social life. With multiple small income sources, she’s eager to save, reduce debt, and achieve personal goals like traveling abroad—but lacks structure and guidance.
My Target Audience
The salaried employees have been chosen as the primary target audience, as they meet most key criteria, while other profiles are treated as edge cases to ensure broader coverage.
User Goals & Aspirations
Salaried Professional
Increase incomes
Stop impulsive buyings
Set goals & deadlines
Minimize expenses
Manage loans
Optimize tax savings
Check Insurance premiums
Plan Investment
Set emergency funds
Set emergency funds
Set emergency funds
Evaluate existing portfolio
Married Couple
Covers every aspect of salaried professional
Complexity with joint finances
Retired Individual
Limited active planning
Relying on fixed savings
Millenials
Lack steady income
No long-term commitments
Building Personas
Defining the target audience enabled the creation of a detailed persona and journey map for salaried professionals, uncovering key friction points in their financial routines.
Building Parthasarathy’s Persona
Parthasarathy Velluri
26 yrs old
PSU Employee, Chennai
" As a salaried professional, I want to manage my finances effectively to save, invest wisely, and plan for a secure future. "
Context
Parthasarathy Velluri is a conscientious and organized individual who values every hard-earned penny, aiming to ensure it meets his daily needs and secures financial stability for the future. Presently, he finds himself amidst chaos, struggling to effectively manage his finances. he finds himself amidst chaos, struggling to effectively manage his finances.
User Emotions & Major Influences
Financial Security
Control Over Expenses
Savings & Investments
Peace of Mind
Family Responsibilities
Tax Benefits & Deductions
Goals & Motivations
Financial Stability
Smart Investments
Budget Control
Stress-Free Finances
Tax Optimization
Emergency Readiness
Mapping Parthasarathy's spending strategy
Payday Bliss
Payday brings optimism and new possibilities—a fresh start to shape the month ahead with purpose.
1
The Invisible Slice
After deductions of taxes, loans and EMIs remaining salary sets the stage for this month's financial planning.
2
Fortifying the Future
With the net income in hand, the focus shifts to building a resilient financial foundation.
3
Life’s Essentials
attention turns to sustaining daily life. Budgeting for necessities—rent, utilities, groceries.
4
Moments of Indulgence
Allocating funds for personal pleasures—a cherished hobby, a special meal, a short getaway.
5
The Cycle Resets
As the month concludes, reflection paves the way for growth and anticipation of the next payday
7
Unexpected Crisis
Life's journey is rarely linear, and unexpected financial demands can arise.
6
Acknowledging life's unpredictability, a portion is allocated to an emergency fund.
Eyes set on long-term growth, funds are directed into investment avenues.
Recognizing the weight of existing debts, additional payments are made beyond the minimum obligations.
Armed with insight, the budget is recalibrated. Non-essential expenditures are trimmed
When unforeseen expenses emerge, a calm evaluation determines their impact.
Establishing Use Cases
Detailed personas and journey maps highlighted key touchpoints and use cases in the app. Moreover, insights from user goals, aspirations, and friction points guided the shaping of effective solutions.
Identified Keypoints
Reducing manual effort
Simplified goal setting
Promoting consistent savings and plan investments
Managing loans, expenses & insurances
Data driven financial future planning
Clustering use cases
With a wide range of use cases identified, the volume initially felt overwhelming. To make sense of them, they were grouped into five core themes using affinity mapping:
Core Themes
Home: Focused on future financial planning and goal setting.
Taxes: Helped optimize yearly taxes and plan for sudden costs, including insurance.
Merge: Addressed managing finances collaboratively with peers.
Expenses: Covered managing monthly outgoings such as bills and loans.
Savings: Included setting monthly savings targets and planning investments.
Idea Board
Affinity Mapping
The Roadblock Ahead
Turning broad solutions
Impactful features
I paused to map these emerging ideas back to the key friction points identified during the earlier research phase. This step helped avoid feature bloat and ensured that every solution aligned both emotionally and functionally with the goals
Gamification through virtual companion
Gamification through virtual companion
User Friction Point
User Friction Point
Manually entering large volumes of financial data and setting preferences makes the onboarding process feel tedious and time-consuming.
Manually entering large volumes of financial data and setting preferences makes the onboarding process feel tedious and time-consuming.
Mapping out the solutions
Mapping out the solutions
Beyond tracking SMS and emails, the virtual companion builds trust, forms an emotional bond, and supports users through their financial journey.
Beyond tracking SMS and emails, the virtual companion builds trust, forms an emotional bond, and supports users through their financial journey.
The virtual companion grows with smart financial habits, unlocking new features at each level as users provide financial inputs.
The virtual companion grows with smart financial habits, unlocking new features at each level as users provide financial inputs.
It assists with data input, payment tracking, reminders, and financial terms for a seamless experience.
It assists with data input, payment tracking, reminders, and financial terms for a seamless experience.
Personalized to the user, it offers encouragement, celebrates milestones, and supports emotional well-being.
Personalized to the user, it offers encouragement, celebrates milestones, and supports emotional well-being.
Elevating the user’s
manifestation
Elevating the user’s manifestation
Elevating the user’s manifestation
User Friction Point
User Friction Point
Many users lack clarity on their financial goals, and without clear direction or motivation, they often lose track or give up midway.
Many users lack clarity on their financial goals, and without clear direction or motivation, they often lose track or give up midway.
Mapping out the solutions
Mapping out the solutions
During the onboarding the users takes a selfie which generate a personalized goal-based image and later nudged for details to visualize their goals.
During the onboarding the users takes a selfie which generate a personalized goal-based image and later nudged for details to visualize their goals.
Builds a strong emotional connection by visualizing goals in real-life scenarios, making them more tangible and inspiring.
Builds a strong emotional connection by visualizing goals in real-life scenarios, making them more tangible and inspiring.
Encourages consistent saving habits through detailed progress tracking, automated streak reminders.
Encourages consistent saving habits through detailed progress tracking, automated streak reminders.
Enables collaborative goal-setting, allowing friends to plan together, set milestones, track individual contributions.
Enables collaborative goal-setting, allowing friends to plan together, set milestones, track individual contributions.
Effortless budget
optimization
Effortless budget
optimization
Effortless budget
optimization
User Friction Point
User Friction Point
Despite planning, user struggle to manage budgets with unexpected expenses & monthly fluctuations, making budget realignment a repetitive ta
Despite planning, user struggle to manage budgets with unexpected expenses & monthly fluctuations, making budget realignment a repetitive ta
Mapping out the solutions
Mapping out the solutions
The expense section enables bulk expense management, smartly with smart categorization & includes an Emergency Fund tracker for financial security.
The expense section enables bulk expense management, smartly with smart categorization & includes an Emergency Fund tracker for financial security.
Organizing expenses into clear, structured categories helps users prioritize spending effectively and cut unnecessary costs.
Organizing expenses into clear, structured categories helps users prioritize spending effectively and cut unnecessary costs.
Promotes mindful and responsible spending habits by identifying key areas for better budget optimization.
Promotes mindful and responsible spending habits by identifying key areas for better budget optimization.
The dedicated emergency fund tracker ensures users are always prepared for unexpected expenses, reducing financial stress.
The dedicated emergency fund tracker ensures users are always prepared for unexpected expenses, reducing financial stress.
Mindful spending,
meaningful rewards
Mindful spending,
meaningful rewards
Mindful Spending, Meaningful Rewards
User Friction Point
User Friction Point
Users often begin saving enthusiastically but lose consistency without timely nudges, smart reminders, or clear tracking.
Users often begin saving enthusiastically but lose consistency without timely nudges, smart reminders, or clear tracking.
Mapping out the solutions
Mapping out the solutions
Fortune Finder helps users control their expenses by setting limits, & convert skipped purchases into savings, while alarms & restrictions curb impulsive buy.
Fortune Finder helps users control their expenses by setting limits, & convert skipped purchases into savings, while alarms & restrictions curb impulsive buy.
Builds mindful and disciplined spending habits by turning daily tracking into a rewarding and goal-driven financial routine.
Builds mindful and disciplined spending habits by turning daily tracking into a rewarding and goal-driven financial routine.
Helps achieve financial goals faster by converting saved money into meaningful, planned purchases.
Helps achieve financial goals faster by converting saved money into meaningful, planned purchases.
Reduces impulsive spending effectively through timely reminders and controlled app access restrictions.
Reduces impulsive spending effectively through timely reminders and controlled app access restrictions.
Financial clarity for a
secured future
Financial clarity for a
secured future
Financial clarity for a secured future
User Friction Point
User Friction Point
Users struggle to see how current payments like EMIs and loans affect their future finances, making long-term planning feel unclear and uncertain.
Users struggle to see how current payments like EMIs and loans affect their future finances, making long-term planning feel unclear and uncertain.
Mapping out the solutions
Mapping out the solutions
Fortune Flâneur analyzes current finances to project future outcomes, helping users refine their financial strategies.
Fortune Flâneur analyzes current finances to project future outcomes, helping users refine their financial strategies.
Provides a clear roadmap of future finances, helping users understand their long-term financial position.
Provides a clear roadmap of future finances, helping users understand their long-term financial position.
Helps users identify financial risks and opportunities, ensuring better planning for major life goals.
Helps users identify financial risks and opportunities, ensuring better planning for major life goals.
Enables strategic adjustments in spending and investments, optimizing financial growth and stability.
Enables strategic adjustments in spending and investments, optimizing financial growth and stability.
Collaborate & build your
finances together
Collaborate & build your
finances together
Collaborate & build your finances together
User Friction Point
User Friction Point
Users struggle to manage shared expenses with peers, while also needing options to keep some spending private—something most tools lack.
Users struggle to manage shared expenses with peers, while also needing options to keep some spending private—something most tools lack.
Mapping out the solutions
Mapping out the solutions
Merge helps users collaborate on shared finances—expenses, investments, savings, and loans—while ensuring privacy and seamless tracking.
Merge helps users collaborate on shared finances—expenses, investments, savings, and loans—while ensuring privacy and seamless tracking.
Users can collectively manage expenses, investments, and savings without confusion, ensuring transparency.
Users can collectively manage expenses, investments, and savings without confusion, ensuring transparency.
Users can set teams to shared financial goals and track individual contributions, fostering accountability.
Users can set teams to shared financial goals and track individual contributions, fostering accountability.
Users have full control over what financial details that are visible to the group, maintaining their privacy.
Users have full control over what financial details that are visible to the group, maintaining their privacy.
Building trust while handling
sensitive data
Building trust while handling
sensitive data
Building trust while handling sensitive data
User Friction Point
User Friction Point
Lack of transparency and trust makes users hesitant to share sensitive financial data with personal finance apps.
Lack of transparency and trust makes users hesitant to share sensitive financial data with personal finance apps.
Mapping out the solutions
Mapping out the solutions
The application builds user trust through social proof, informed consent, user choice, and consistent UI patterns.
The application builds user trust through social proof, informed consent, user choice, and consistent UI patterns.
Social proof builds trust by showing how many of the user’s connections use a feature—boosting confidence and encouraging adoption.
Social proof builds trust by showing how many of the user’s connections use a feature—boosting confidence and encouraging adoption.
In fintech applications, clear warnings and consent steps ensure transparency, build trust, and empower secure financial decisions.
In fintech applications, clear warnings and consent steps ensure transparency, build trust, and empower secure financial decisions.
Consistent UI patterns let users input, preview, and track data easily—enhancing usability and simplifying financial management in fintech.
Building Sitemaps
The sitemap was crafted to mirror how people instinctively think about money. This not only simplified navigation but also aligned financial actions with real-life thinking patterns. To bring sharper structure to the flow, each section was broken down into clear, manageable parts.
Structured for clarity
Costs Section
Expenses & Loans
Taxes Section
Taxes & Insurances
Gains Section
Savings & Investments
Aligned with user mental models
Goals
Why do I need to save money?
Costs
How do I manage my
outflows?
Taxes
How do I optimize my
incomes?
Gains
How do I grow what’ s
left?
Merge
Can I manage this with
someone else ?
Trace the user's financial journey
Use the tabs below to switch between different stages of the app flow
Home
Expenses
Loans
Taxes
Insurances
Savings
Investments
Merge
1.0
Home Section
Shera’s Story
Goals Section
Income Section
Fortune Flaneur
1.1
Shera’s Story
Check Monthly spending Trends
Sync previous transactions Data
1.1.1
Monthly Trends
Check Monthly spendings
1.1.2
Sync Data
Update the previous transactions
1.2
Goals Section
Add New Goals
Check existing goals
1.2.1
Add New
Check Monthly spendings
1.2.2
Existing Goals
Check goal details
View infographics
1.2.2.1
Show Infographics
Check goal progress
1.3
Income Section
Add New Income
Sync your data
Record monthly incomes
1.3.1
Add New
Add New Income Details
1.3.2
Sync Data
Add New sources to collect payment transactions
1.3.3
Recorded Incomes
Update data
Check infographics
1.3.3.1
Show Infographics
Check monthly / yearly progress
1.4
Fortune Flaneur
Add details
Retrieve the data
1.4.1
Forecast Results
Check Infographics
View advanced analytics
1.4.1.1
Advanced Analysis
Check Infographics
Ideas into Interactions
Visualizing the skeleton
It helped me minimize friction and improve usability while translating flows into functional screens.
Developing low-fidelity wireframes early established a clear visual hierarchy from a UI standpoint.
They allowed me to rapidly test and refine task flows without heavy investment in detailed visuals.
Bringing Ideas to Life
With the lo-fi structure in place, the next step was bringing the experience to life through hi-fi prototypes.
Addressing key challenges
Establishing the initial visual design language.
Defining the emotional tone the interface should evoke.
Fine-tuning user interactions to make the experience engaging and intuitive.
Trace the user's financial journey
Use the tabs below to switch between different stages of the app flow
01
Home Section
02
Expense Section
03
Loans Section
04
Taxes Section
05
Insurances Section
06
Savings Section
07
Investment Section
08
Merge Section
Iterating with feedback
Rationale for testing
To see if users could navigate complex financial flows like loans, taxes, and investments with ease.
To validate if goal-setting with streaks and autopay felt more achievable than milestones.
To test whether the fortune forecaster and analytics added clarity instead of confusion.
Key Outcomes
Simplified flows like goals and emergency funds into streaks and progressive steps.
Refined micro-interactions in login, expenses, and investments for smoother navigation.
Transformed the experience from data-heavy to user-friendly by integrating analysis within features.
Extending virtual companion role
Why an interactive virtual companion
Makes financial management feel personal and intuitive.
Context-aware insights and proactive nudges reduce financial anxiety and keep users engaged.
The deeper connection boosts user retention and daily interaction.
The virtual companion evolved from a gamified feature into a proactive financial assistant.
Key Impact
Provides tax insights and payment reminders to keep finances on track.
Offers real-time updates for a clear view of financial status.
Sends timely nudges for data input, encouraging disciplined and intuitive money management.
2nd Iteration
1st Iteration
Shoutout to user for staying on track.
Warning for drifting off the progress.
Reminding to stay on track with goals.
Nudging the user for a new data input.
Initial screen Initial screen Initial screen.
Simplify the financial terms.
Giving user a quick set of instructions.
Guiding through the user journey.
Seamless journey with companion.
Streaming the data input
Advantages of Seamless Data Flow
Reduces cognitive load, making the experience effortless and user-friendly.
Prioritizes meaningful actions, letting users focus on what truly matters.
Ensures accuracy and consistency, enhancing trust and engagement with the platform.
The onboarding flow below illustrates the implementation. ( Click the tabs to switch between iterations )
2nd Iteration
1st Iteration
Knowing the user
Enabling us to personalize experience & recommendations based on their occupation.
Selecting virtual companion
Empowering users to choose virtual companions that align with their personality, preferences, and financial goals for a more personalized experience.
Setting Goals
Guides user’s financial journey by prompting details upfront, boosting commitment.
Snap Selfie
Clicking a selfie helps set us to set the goal theme and starts your journey with a smile.
Select Assets
Helps us nudge you for details, offering insights into income, investments, and tax plans.
Progressive Disclosure & Dynamic Loading
Tax Planning Section Flow ( 1st Iteration )
Initially, the user flow was simple, moving from the home page to data input, then preview, and finally storing the data.
Tax Planning Section Flow ( 2 nd Iteration )
To enhance the experience, users can now browse previous results or retrieve stored data for quick access, or enter data manually if needed. Long, tedious forms have been divided into sections, each with guided assistance. Dynamic loading ensures only relevant questions appear based on previous inputs, streamlining the process.
Key Learnings
Designing for Real-World Complexity
Working on a finance app taught me how personal and overwhelming money can be. I learned to simplify complex tasks into clear, actionable flows—shaping me into a designer who solves real problems with empathy and structure.
Balancing Function with Emotion
Adding gamification through virtual pets and goal-based puzzles showed me how emotional engagement boosts user consistency. I learned to blend functionality with delight, designing experiences that are both useful and motivating.
Designing for Multiple Personas & Edge Cases
Building for diverse users—from students to retirees—taught me the value of flexibility in design. It helped me think beyond the primary user and consider varied needs, making me more inclusive and thoughtful in my approach.
Dive into the Details
Dive into the Details
Dive into the Details
To explore the full case study and dive into the complete design process, feel free to connect with me.
To explore the full case study and dive into the complete design process, please open the link in desktop mode. For more details, feel free to connect with me.
To explore the full case study and dive into the complete design process, please open the link in desktop mode. For more details, feel free to connect with me.
Connect with me
