FINTECH
Mobile
Mahindra & Mahindra Financial Services Limited is one of India's leading NBFCs, trusted by millions across rural, semi-urban, and urban markets. Guided by the ethos to "Make finance feel good!", MMFSL set out to build a SuperApp that could move its customers from borrowing to investing — and needed the UX to carry that shift.
Mahindra Finance held a strong legacy in vehicle loans and Fixed Deposits but expanding into a competitive, data-driven investment market required a different kind of experience. 47% of users identified as investment beginners, while experienced investors flagged poor app performance, complex transactions, and no personalised guidance as reasons they didn't engage.
The primary goal of the project was to design through the SuperApp an experience that reduces investment friction, accelerates cross-sell of Mutual Funds and Fixed Deposits, and turns first-time investors into engaged, returning users. The goal wasn't just usability — it was driving measurable revenue through better digital touchpoints.
We analysed qualitative interviews and quantitative survey data to map user financial behaviours, digital maturity levels, and core pain points. From those insights, we designed end-to-end low-fidelity wireframes covering the full investment journey — structured to hand off directly to the development team building within the existing design system.
Research indicates a powerful momentum toward wealth creation platforms, driven not just by raw capital availability, but by providers pivoting to goal-based wealth planning, innovative automated micro-investments, and personalized portfolio tracking
Rather than designing static user interfaces, our team focused on mapping out low-fidelity wireframes that addressed specific user behaviors, goals, and mental models. These concepts were engineered to introduce "slow thinking" during high-stakes financial choices to reduce cognitive biases and enhance decision-making quality.
The dashboard centralises active investments, credit products, and savings goals in one interface. Risk buckets — Low Risk, Aggressive, and everything between — are surfaced upfront to cut choice paralysis before it starts. Field research showed users predominantly use a cradled two-hand grip, so high-priority navigation and large tap targets were placed in the lower two-thirds of the screen — where thumbs actually reach.
The discovery zone is anchored by an Investment Comparison Engine that lets users evaluate up to three mutual funds side by side — performance data, expense ratios, AUM, and standard deviations in a single grid view. Users can make informed comparisons without leaving the screen or opening a separate research tab.
The SIP Performance Tracker separates Net Invested from Net Gains clearly, with an aggregate CAGR calculated at a glance. Dynamic Quick Actions let users upscale or reduce monthly contributions in response to market movements — reducing the anxiety that causes users to abandon SIPs entirely during volatile periods.
Risk profiling is redesigned as "Discover Your Investment Personality" — a modular, step-by-step wizard that replaces a dense legal form with relatable financial scenarios. Users move through behavioural questions and receive a tailored asset allocation breakdown across Equity, Debt, and Bonds. The result is a user who understands their own risk profile.
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