Business Problem

The question: How do you improve liquidity for Indian retail investors while still giving them great investment ideas?

• Indian retail investors sit on equity they can't easily borrow against — capital is locked, not liquid.

• Thin credit underwriting data makes small-ticket digital lending risky and hard to price.

• Processing costs for small digital loans erode margin at scale.

• Portfolios live across brokers, funds and bonds — no single source of truth.

• Investing, lending, advisory, and learning had to fit into a single app without overwhelming the user.

What I Designed

• Discovery-first setup — user segmentation, competitor analysis, market sizing and tech-stack alignment before a single frame.

• Co-creation workshop with domain experts to surface real investor pain points.

• Journey maps + use-case flows that doubled as a shared language with engineering and SMEs.

• Advanced wireframing to resolve hard interaction questions before visual design — cutting rework later.

• One connected product — net worth overview, goals, asset analyser, Sera Crates, stocks, mutual funds, bonds, Swift Credit, Advantage Loan, risk tolerance, watchlist and Masterclass.

• A scalable design system — Gilroy, tokenised colour, reusable components.

Design Impact

• 250+ hi-fi screens delivered — a full MVP, not a concept.

• Happy and unhappy paths prototyped, so edge cases were solved in design, not in production.

• Portfolio aggregation made legible — multi-broker holdings in a single net-worth view.

• Investing + borrowing unified — users unlock liquidity without selling their equity.

• Faster build handoff — flow diagrams and a documented system reduced ambiguity for the engineering team.

• Client alignment early — wireframe reviews tied user pain points to business goals before UI cost was sunk.