Fractalink - 5nance - Digital platform for financial portfolio management

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.

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.

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.

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.

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.