Domain
Finance & Fintech
Platform
Web & Mobile App
Geography
India, Global
Services
Research, Strategy, Design
Yubi, a leader in the financial services industry, offers a diverse range of B2C and B2B2C products, including Yubi Co-lending, Yubi Pool, Yubi Invest, and Loans. Yubi approached us to reimagine their digital presence across multiple products, aiming to unify their branding and create a seamless user experience. Our primary focus was on restructuring Yubi Invest to increase user engagement and make the platform more intuitive for investors. This redesign sought to position Yubi Invest as the go-to platform for fixed-income investments, enhancing its functionality while maintaining consistency with Yubi’s broader product ecosystem.
Challenges
Yubi Invest encountered usability challenges as distributors struggled to efficiently identify and invest in particular bonds for their clients. Key obstacles included the need for extensive knowledge transfer sessions with product managers to comprehend product intricacies and requirements, collaborative requirement gathering with product managers to define and refine specifications, meticulous analysis of the product requirement document, creative problem-solving through whiteboarding and brainstorming with co-designers, and incorporating feedback from product managers, the design team, and business stakeholders to refine the design.
Solution
We implemented a complete restructuring of the website to enhance user experience. Our solution focused on creating a seamless, intuitive interface that streamlined navigation and interactions. We optimized the platform to reduce the time required for users to perform specific actions, ensuring quicker bond searches and investments. This comprehensive redesign aimed to significantly improve efficiency and engagement, ultimately making the bond investment process more straightforward and user-friendly.
Our
Research
We conducted competitive benchmarking of the top four competitors to understand industry trends, design principles, and user expectations. This analysis involved examining their core workflows and features to identify best practices and emerging standards in the market. By evaluating how leading platforms addressed similar challenges, we gained valuable insights into effective design solutions and user preferences, which informed our approach to restructuring the Yubi Invest platform. This research ensured our design not only met current industry standards but also provided a competitive edge by incorporating innovative and user-centric elements.
Navigation Confusion
Users found the website difficult to navigate, with unclear pathways and disorganized content causing frustration.
Experience Roadblocks
The user experience was hampered by obstacles, including cumbersome workflows and inefficient processes, hindering smooth interaction
Performance
Needs
Users required faster performance from the web platform, as delays and slow response times negatively impacted their efficiency and satisfaction.
Our
Strategy
We utilized storyboarding to visualize and communicate key concept ideas to stakeholders, illustrating user actions, emotions, and interactions with the product. This approach helped in clearly presenting our design vision. Additionally, we conducted user research to assess current awareness levels of bonds, investment instruments, and portfolios among potential customers. This research provided valuable insights into user backgrounds and preferences. The collected data was organized and analyzed through documentation and affinity mapping, enabling us to align our design strategy with user needs and expectations, ensuring a more effective and engaging platform.
Communication
Clearly visualized and communicated key design concepts to stakeholders.
User insights
Assessed awareness and preferences to gain insights into customer backgrounds.
Features Mapping
Organized and mapped data to align design strategy with user needs.
Design
execution
We implemented a comprehensive and scalable design system using the Figma Tokens Plugin, ensuring consistency and enhancing collaboration among stakeholders. This approach streamlined the creation of cohesive, on-brand designs and allowed for easy adaptation to future needs. Key enhancements included advanced search algorithms, automated filtering, and improved efficiency, which significantly streamlined the loan disbursement process. These design improvements not only optimized user interactions but also elevated the overall user experience by making the platform more intuitive and responsive to user needs.
Wireframes
Wireframing was done by enhancing the platform’s intuitiveness and user-friendliness by restructuring and redesigning it for a seamless real-money investment experience. Wireframes were developed based on extensive research, competitor analysis, and live brainstorming sessions with product managers. These wireframes were validated with business teams to ensure alignment with user needs and business goals. We also improved the onboarding process by categorizing and minimizing steps, resulting in a frictionless experience that streamlined user interactions and facilitated smoother investments.
Visual design
An entirely new headless design system were developed and scaled in close collaboration with developers and designers. This involved not only creating the system but also onboarding and educating the teams on its modern features and functionalities. The collaborative approach ensured a smooth integration and effective use of the new design system, enhancing both design consistency and development efficiency.
The
outcomes
The redesigned Yubi platform achieved significant outcomes, directly impacting user experience and market performance. The streamlined, clean interface fostered trust and satisfaction among users, leading to higher retention rates. The improved ease of use attracted more new users, expanding the platform’s user base. By categorizing and reducing onboarding steps, we created a smoother and more efficient user experience. The platform successfully facilitated investments exceeding 13 crore, demonstrating its effectiveness in managing high volumes of transactions. This redesign enabled Yubi secure a 45% market share in market-linked debentures, underscoring the platform’s success and its impact on the investment landscape.
