Hyper Personal Financial Services.

#Research #UI/UX

The organization was looking up to provide an AI financial assistant so as to give a holistic financial solution to end customers.

The major challenge was:

  • To create an AI engine, that end-users would trust for their finances.

  • To make the user realize the benefits of the application as soon as they open it.


Understanding users’ perspective in the financial aspect was of utmost importance to kick-start the project. For that, we extensively performed ethnographic research to observe user behavior across various age groups, financial backgrounds, gender and financial knowledge. This helped us arrive at key personas that helped us design experiences based on user needs and expectations. Since there were no competitors in this space, we drew inspiration from the research that presented the future of money, and the new technology that made unique experiences possible.



Empathy Map

Affinity Mapping

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What are the needs from a financial aspect?

I can trust only myself to make decisions, but anyone can help me

Customers liked to “feel” like they had control over their money even when they did not do anything to control.

Most customers used credit cards as a last resort and were intimidated by it.

There was a need for assets to make the customers feel secure about their finances.

Each idea-based solution was then storyboarded to get the entire end-to-end experience, which was later tested with the users.


One key solution from the many was an intelligent assistant that makes recommendations and manages your money for you, just the way you would like it! The product helps users monitor and track their expenses, and send and receive money instantly using the UPI feature. It allows the user to navigate through the product without having to provide any personal details during on-boarding. It also assesses their financial fitness, which in turn allows them to understand their current portfolio limitations and empowers them to plan for their future.


Identified customer behavior and needs from a financial aspect. Thus, helped build an intelligent system to cater to financial problems of which users were likely unaware.