Inclusive banking for the under-served
As the primary UX designer on this project, I was responsible for the UX of the website along with another UX Designer. During my work on this project, I conducted user and stakeholder interviews to understand the current problems with the website and business goals. I ideated on concepts and designs of product pages working on hi-fidelity wireframe. Besides this, I’ve worked closely with development teams for handovers and testing our designs.
Sector
BFSI
Role
UX Designer
Duration
3 Months
My Contributions
UX Research
Information Architecture
Wireframing
Prototyping
About The Company
A small finance bank, Fincare primarily serves the underbanked customers in rural India. Through their digital presence, Fincare aims to target a tech-savvy, younger audience interested in safer investment options.
Key Website Issues
Inconsistent Navigation across the various microsites
The website was limited in terms of information and had lots of redundant and insufficient information on products which led to lower conversion rates
Confusing user journeys
Visual inconsistencies across the website
Problem Statement
To enable its primary target audience - young and financially stable individuals to invest in its products while also catering to SFB's primary audience which are rural and underserved individuals and small businesses to seamlessly apply for and get help on their various digital products and service. The primary business aim was to educate users on their investment offerings as well as attract and educate investors on the bank as it planned its IPO entry.
Redesign Goals
Enhance brand trust & product familiarity among urban customers, investors and younger demographics through the website
Improve content hierarchy across product pages making it easier for users to find relevant information
Address the website’s outdated design & make it visually appealing
Introduction of intuitive decision-making tools like calculators and product eligibility journeys
Introduce contextual nudges to streamline decision making & effective lead capture by generating interest in the brand and its products.
Target Audience
The bank caters to a wide user base within the country with a focus on rural and underserved customers as well as merchants and small business owners from Tier 3+ cities. With around 60L customers, their customers cover the following traits
Users of age group 18-60
Users from rural to tech-savvy, educated backgrounds
Individual banking to business/corporate users
Design Process
Research & Analysis
User & Stakeholder Interviews
Conducted discussions with various stakeholders of the bank to understand the structure and various segments of the bank as well as the business goals for this revamp. Apart from that, interviews with users were also done to understand and narrow down on user needs and problems.
Information Architecture
A high-level IA was created of all the bank's products and services. Discussions with product teams and stakeholders ensured that the restructuring of the website’s content was aligned with both user needs and business objectives.
Visual Designs
Key pages including the homepage, product listing pages, product detail pages, calculators, help & support, about us, location pages. A few key screens are highlighted below.
