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1 FINANCE
Pioneered strategic design leadership to launch and grow India’s first financial wellness platform, shaping a new benchmark in WealthTech.
OVERVIEW
As the founding Product Design Lead at 1 Finance, I was responsible for defining the product vision, assembling and mentoring a design team, and overseeing the full user experience from concept to launch. Grounded in behavioral science, we created tools that made complex financial decisions feel intuitive, personal, and empowering—ultimately helping build a platform that defined a new category in Indian WealthTech.
IMPACT AT A GLANCE
165,000+ users onboarded, with 40% completing the full advisory journey—a key business KPI
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4.7 app rating on Android and iOS through consistent, thoughtful UX
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Led the visual and interaction design of MoneySign®, a patented financial personality tool used by 68,000+ users.
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Garnered national media coverage within 8 months of launch, validating product-market resonance
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ROLE
Lead Product Designer
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DURATION
2.5 Years
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YEAR
2022 - 24
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CATEGORY
WealthTech
Crafting the Product Vision through Strategic Design Leadership
Facilitated a 5-day design sprint with founders and key stakeholders to define a long-term product roadmap and validate concepts through rapid testing.
Led exercises like How Might We, Crazy 8s, and user prototyping to drive alignment across product, design, and engineering.
Building a System-Level Blueprint for Scale
Developed comprehensive cross-platform flowcharts in FigJam, mapping journeys across tax, investments, insurance, loans, retirement, and estate planning.
These became north-star artifacts, accelerating delivery and driving alignment across design, product, and engineering.
Unified multiple experiences—customer apps, advisor portals, plan generators, and admin tools—into a seamless ecosystem.
Crafting a Brand-Driven User Experience
Partnered with marketing, brand, and leadership teams to ensure every interaction reflected the mission: making money decisions simple and unbiased.
Brought behavioral science and user empathy together to create MoneySign®, a first-of-its-kind tool that made finance personal and engaging.
User Insights in Action
Embedded myself within physical financial wellness centers to shadow advisors and engage directly with users—informing iterative design decisions.
Used mobile/web analytics (heatmaps, click paths, time-on-page) to identify friction points, leading to redesigns that significantly increased appointment bookings.
What Made This Project Special
This was more than a product launch—it was the creation of a new category. We combined systems thinking, deep user empathy, and strategic design to build a platform that made wealth planning more human, accessible, and impactful.
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Design System & Delivery Velocity
Established a modular, scalable design system in Figma, reducing UI build time by 50% and enabling a team of 12 designers to ship with speed and consistency.
Future-proofed components to adapt to evolving brand guidelines without rework, enabling fluid transitions from concept to code.
Crafting a Brand-Driven User Experience
Partnered with marketing, brand, and leadership teams to ensure every interaction reflected the mission: making money decisions simple and unbiased.
Brought behavioral science and user empathy together to create MoneySign®, a first-of-its-kind tool that made finance personal and engaging.
User Insights in Action
Embedded myself within physical financial wellness centers to shadow advisors and engage directly with users—informing iterative design decisions.
Used mobile/web analytics (heatmaps, click paths, time-on-page) to identify friction points, leading to redesigns that significantly increased appointment bookings.
What Made This Project Special
This was more than a product launch—it was the creation of a new category. We combined systems thinking, deep user empathy, and strategic design to build a platform that made wealth planning more human, accessible, and impactful.
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