Enhance UI of leading Fintech App

Business Context

Fintechs are redefining financial services in India. In addition to their scale, differentiated product suite and extensive use of data analytics their UI innovations have made a massive dent in the market, drawing millennial and gen z customers through UI personalization & efficient design. Decrypt was approached by a leading consumer lending Fintech company to enhance their UI while also making it scalable. The focus was to be on making tangible improvements in the UI/UX performance of the app

Research Approach

Decrypt first narrowed down the TG of the app services as primarily male audience in the 30-45 age range. The audience also had to be mobile savvy with a distinct affinity for using their web/mobile devices for financial management. We used a cognitive interview approach to encourage respondents to verbalize thoughts and feelings while going through a spontaneous walk-through of the app and its various features. This helped us understand their feelings and perceptions behind their app actions

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Deliverables & Client Benefit

Decrypt’s extensive insights helped create a defined & agile roadmap to enhance the UX and UI of the app, resulting in massive cost savings in app redevelopment. Our insights also helped in 3X times saving to time involved in app development

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