Fractalink - Case Studies

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    overview

    5nance.com is financial advisory that helps its customers understand the world of investments and helps them invest according to their comfort levels, requirements and goals.

    The portal aims to be a one-stop shop for all financial requirements and covers mutual funds, fixed deposits, insurance and will extend to loans of all types in the future.

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    brief

    Fractal Ink was entrusted to look at the consumer journey as a whole and come up with a plan which would allow the platform to grow with the growing needs of the consumer.

    The platform was envisioned to be working independently with the user without human intervention and provide intelligence based in data and analytics. With limited resources Fractal ink was entrusted to deliver high value experience to the customers.

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    challenge

    Catering to users who are at varying life- stages with different requirements, for multiple financial products and hand holding them through the entire decision making was the key challenge.

    For us understanding of the offering, the role they play in meeting a users financial goals and the balance required between them in order to create effective portfolios was the first step towards designing this complex portal.

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    strategy

    Extremely detailed user journeys for each type of user was worked upon. Hand-holding these personas through the ups and downs of their lives enabled us to work on an experience that would stay and grow with the user.

    We created a distinctive brand personality and brand language for the portal. Once this personality was created, we created guidelines that covered all aspects of experience design that was consistently applied across the portal to create a cohesive experience.

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    innovation

    Ensuring that complex information is understood, de-mystifying the horrors of the financial world and engaging the user and holding his interest were some of the key objectives of this design exercise.

    A highly illustrative style of design and real- life metaphors were used to explain concepts and familiar language that makes it easy for the users to relate to was used throughout the portal.

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EFFICIENT DASHBOARDS TO HELP COMMUNICATE FASTER

Dashboards over the last couple of years have become important starting point for consumes. They allow the users to quickly asses and act upon necessary things.

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TAILORED CONSUMER JOURNEYS TO HELP BUILD PERSONALISED RECOMMENDATION

The consumers believe in personalisation when it comes to money. 5nance as a platform allows users to build upon their profile and get tailored recoomendations

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PRODUCTS AND CALCULATORS WORK HAND IN HAND TO BUILD CONFIDENCE

Product portfolio cannot work in isolation to sell. 5nances calculators effectively allow to input your data and then build a portfolio to match your needs.

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EASY INTERACTION PLANNING TO CUT DOWN ON LEARNING CURVE

The interfaces are planned in a way so that users find it easy to interact with. Often financial platforms gets lost in jargons, which alienates the users. Building on existing cognitive abilities helps build confidence.

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WITH THOUGHT AND CARE

  • MOBILE FIRST APPROACHSIMPLIFIES CONTENT DELIVERY

    Right from day one the design was focussed towards mobile first. India as a nation is heavy on mobile usage and for many it is the primary or the only mode of communication. The grid planning was done in order to achieve the maximum out of a click on a vertical scroll.

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  • BUILDING CREDIBILITY USINGPERSONALISATION AND KNOWLEDGE EXPERTISE

    It good to substantiate users actions with experts reactions. We helped bring experts opinions contextual to users journey so that meaningful extracts can be made more relevant.

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  • DASHBOARDS ALLOW USERSTO QUICKLY ASSES AND ACT

    Maruti came up with the Nexa brand to feature its high-end cars. Its showrooms needed to have the premium quality in the experience it provided. It is not always possible for a dealer to have all the cars in various colours and options in his showroom.

    We designed a large touchscreen interface for Nexa showrooms where the customer can interact with the interface to customise and build the car of their choice from its colour, interior finishes and other accessories.

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  • EASY CONTENT ARCHITECTURETO CATER TO LOWEST DENOMINATOR

    Overall Fractal Ink tried to simplify the Information architecture so that users could connect to it. The navigation was stripped to bare bone and the taxonomy was designed to reflect users frame of mind. Plan, Grow and Secure moneys are 3 starting points which connects to all age groups and provides a robust start to all journeys.

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