Type & Market
AI powered investing app, India
My Role
Senior Product Designer
Status
Shipped and live
Scope
Identity system, atomic design system, motion design, website, event collaterals, store assets, product demos, ads
Tools
Figma, Rive, Framer, After Effects, Premier Pro, GitHub, Illustrator, Photoshop, Cluade Code, Good ol' printing press
Scale
50K+ app downloads, over ₹4,000Cr in linked assets, over 100 monthly new users
Project Summary
Problem: For most first-time investors in India, the hard part isn't the money. It's the feeling that everyone else already speaks the language. MyFi's job was to make newcomers feel supported, informed and educated, and then to help them keep showing up.
What I did: I rebuilt MyFi's identity, starting from a dated logo and a handful of colours, into a full system (colour, type, motion, art direction) so an app you simply talk to could be warm enough to start with and serious enough to trust. Then I carried it everywhere a person might meet it: pop-up posters, the website, the store pages and every feature of the app.
Result: 50K+ downloads on Google Play and 4.5 stars from 63 App Store ratings, as of Oct 2026.
Context & Problem
MyFi began with 20–30-year-olds who earned steadily but hadn’t started investing. Money wasn’t the barrier. They didn’t know where to begin, feared looking uninformed beside financially literate friends, and felt buried by information. Trust was the biggest hurdle. When I joined, MyFi had a dated logo and a basic MVP. I redesigned the identity into MyFi’s flagship look, built for brand recall. At our first pop-ups we still opened with cold conversation starters, approaching strangers. Then it worked: people who had seen us at one venue recognised us at another by our look alone, and came over to talk. Competitors moved fast and large platforms already had users. We had regulation, a small team and weekly releases.
Explorations & feedback
Before anyone asked about features, they asked weather they could trust us.
"Can you see my bank accounts?"
Trust questions came first at the events: how data is protected, what encryption and licences stand behind MyFi.
"It's AI. How does it know what advice to give?"
People doubted a model advising on money. Our answer: MyFi is a SEBI-registered investment adviser, runs its own trained model, and works within rules on what it may say.
Onboarding got the warmest response
Roughly 80% of the people we spoke to at pop-ups mentioned it. They pointed to the keyboard that switches from letters to numbers to match the PAN format (India’s tax ID), one question at a time, and a clean interface that felt friendly and serious at the same time.
Decisions I led
HOME SCREEN
Before: opening the app meant a typed prompt for anything you needed quickly.
After: a home that works like that advisor’s briefing. Refreshed numbers are visible at launch, easy to understand at a glance, and actionable.
Considered: a story-led home. It became its own flagship feature - Investment story. A data-heavy iteration was pulled back and dropped.
TEXT FORMATTING & LAYOUT
Before: long, barely formatted text answers,
After: typeset replies with headlines, subheads, body, bullets and numbers, so an answer can be scanned before it is read.
Trade off: overload risk, so information per screen is limited. The primary button colour was chosen to hold up in a future dark mode.
IDENTITY ELEMENT & COLOUR
Before: the orb did not exist as a design element. There was a gradient circle, with no application in motion or anywhere else. Colour was flat, a textbook application.
After: an abstract orb designed to move, carrying the feeling of a conversation across the app. Gradients and soft, extended palettes run into the interface itself, including buttons, cards and widgets.
Dropped: an orb with a full personality, which projects a “who” onto a broad audience. A full multi-colour range, and a colour per feature (for example blue for MyCash, green for Goals), which are easy to tell apart but hard to integrate and scale.
Shipping & handoff
New users get a glance at what MyFi does best before they log in. I storyboarded it as an Instagram-style story, a format everyone knows, paced to a strict time limit. Its A/B alternative is four splash screens: illustrated in Figma, animated in Rive, assembled in code and shipped through Superwall so we could measure it. We learnt that people skip through the story but read through the splashes. Goals, a flagship, takes a plain request like "help me invest towards a car", asks follow-ups and returns a projection. Investment story recaps your own history: when you started, how it grew, and how staying invested through dips paid off. The dashboard home was tuned for colour and scroll motion, and for every kind of user, so empty widgets don't break the design.
Context note: Superwall is a tool for building and testing onboarding and paywall screens remotely.
Edge cases: On the dashboard home I tested colour and scroll motion, and designed empty-widget states for every kind of user: accounts connected, not connected, and the levels in between. At launch it shows a greeting from the orb, a goals card, net worth, MyCash, orders in progress and pending actions. Use a demo account or blur personal numbers in any screenshot.
Code handoff: The four splash screens, parts of Goals, the dashboard interactions and all of Investment story were prototyped in code. Gokul reviewed and merged them into the main app, including Investment story.
Impact & reflection
New users get a glance at what MyFi does best before they log in. I storyboarded it as an Instagram-style story, a format everyone knows, paced to a strict time limit. Its A/B alternative is four splash screens: illustrated in Figma, animated in Rive, assembled in code and shipped through Superwall so we could measure it. We learnt that people skip through the story but read through the splashes. Goals, a flagship, takes a plain request like "help me invest towards a car", asks follow-ups and returns a projection. Investment story recaps your own history: when you started, how it grew, and how staying invested through dips paid off. The dashboard home was tuned for colour and scroll motion, and for every kind of user, so empty widgets don't break the design.
Context note: Superwall is a tool for building and testing onboarding and paywall screens remotely.