Designing for AI & Innovation
at New Business Units (NBU's)
Embedded Files
Product Portfolio :
AI - Ask Angel (NBU)
Credit (ScoreUp)
Investment Platform
Insurance
Wealth Management
My current team size: 15
My Role:
Defining & Driving UX strategy, vision across investment & lending
Innovations, AI experience & expansion to multiple products
Contribute to key business metrics, including;
Increased Activation (+30%), Retention (+35%)Mentoring a multidisciplinary team of Designers
Achievements:
1. BU Impact/Outcome
MF growth: from 4k Cr to 10k Cr AUM & 320k --> 418k New SIP's
FD growth, Total FD amount: 48L --> 10Cr
Loans disbursal growth from 15 Cr to 190 Cr
2. Successfully launching 3 NBU's with Strong growth:
Design Strategy, Vision, Roadmap & Launch
Innovations & Scale products, process optimization
3. Design Org & Quality Impact
Scaled priducts, Improved the org charts
Led hiring initiatives, created design ladders, & mentored ICs to leaders
Quick look at Key AI-Projects :
Project: 1
Project: 2
Project 1:
Ask Angel: Fin AI Agent
Why Ask Angel?
What problem are we solving?
Defining Success Metrics
Constrains & Decisions (Start Small and Scalable)
Process, Roadmap & Timelines
Goals Achieved:
Technical Requirements:
Aligning on models
Actions to Perform: High Level
Retrieval-Augmented Generation (RAG), Backend & API Integration
Limitations: Security & Compliance for fintech**
Open Source & Enterprise grade AI models
Design Process
Primary Engagement Path:
Analyzing user needs in each scenarios,
Summarizing the questions they may ask.
A sample flow: SIP Management
Information Architecture (IA)
& Mapping Behaviors:
Each flow has been enhanced with
User Intent Mapping
Contextual/Memory Logic
Decision Trees
Entry & Exit Points
A sample flow: Modify SIP Amount
Stakeholder Alignent:
Decisions: Type-1 & Type-2
Technical constrains and Tradeoffs
Legal, Security and Operations Teams
Timelines, Testing and Launch Plans
UX Goals
Prototype, UX Testing & Mock system prompt:
Stress-Testing (raw AI )
Conversational Detours
Prompt Injection / Jailbreaks
Out-of-Domain (OOD) Testing
Evaluating the RAG
User Feedback
Embedd into combined visual system and stiching all the products
Deploy -> Monitor -> Learn -> Fix -> Repeat
Project 2:
ScoreUp -
The Proposed Solution:
The Design Process:
Key Processes at different Stage of the project:
Research, Analysis & Strategy - Discover Stage
Utility Testing - Define Stage
Type-1 & Type-2 decisions at Develop Stage
Usability & A/B at Deliver Stage
Decision influencing factors:
Target User Persona
Key User Behaviours & Needs
Information Architecture - Tech Limitations
User flows, Cohorts & Product Strategy
Visual Explorations, Micro Interactions & Consistency
Research, Behaviors & Needs:
Information Architecture:
Limitations & Constraints:
(Tech+Biz+Product)
The Plan & Execution:
Lo-fi to Hi-fi:
The Reviews, Iterations, Visuals
& Alignment:
Landing Page
Design A
Design B
Scalable & Flexible Designs
2. Investment - Mutual Funds:
My Role:
Leading the Team, Planning, Strategy.
Direction, Guidance & Implementation (Workshops)
Design Process & Velocity Oversight
Design System & Quality Control
PRD/Context
Project Name: Z-axis
Fixing both UX & UI design debts
Key Problems & Solutions
System level issues: Design org influence, Team structure, Design process & Design system.
Strategy: Stakeholder influence, Alignment, Roadmap for implementation & Next steps
3. Insurance
4. Wealth
I can't showcase these projects here due to confidentiality reasons.
Happy to share during the interview chat.
Thanks for understanding!
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