Account Aggregator with user focused design

Git in touch

Total screens

100+

Project

Live on Finvu API

Focused on

Account Agrregator

Role

Product Designer

Team

2 Designer, 1 Product Managers & Development team of 4

Timeline

6 months

The Challenge

The Account Aggregator (AA) space had immense potential to give users control over their financial data, but the existing Finvu experience was riddled with friction. I was tasked with a simple but crucial mission: diagnose the gaps between the UI and the process that were causing user confusion and completely redesign the product from the ground up.

My plan was comprehensive. I started by building a brand new design system to serve as the product's foundation. From there, I redesigned the entire ecosystem: I tackled the end-to-end B2B API integration flows and created intuitive, trustworthy B2C consent screens and dashboards. My goal was to transform a complex technical process into an empowering, simple experience where users could effortlessly control their financial data.

Why Now?

By 2023, the Account Aggregator ecosystem was no longer a nascent idea in India—it was an accelerating reality. The framework had proven its strategic potential, with major banks and financial institutions joining the network. Yet, a clear gap remained: most early solutions were clunky, technical, and failed to earn user trust. This created a pivotal opportunity. My project wasn't just about launching another AA product; it was a mission to set a new standard for the industry. By redesigning Finvu, I aimed to build a user experience that was so intuitive and trustworthy that it would become the definitive platform, turning a complex, regulatory-driven process into an empowering, human-centered financial tool.

The Process

My first move on the Finvu project was to immerse myself in the problem by collaborating with the team to create detailed user personas. To do this, I personally conducted 10-15 interviews, which was crucial for deeply understanding the major pain points and use cases that were currently hindering users.

This initial research became the foundation for everything. Knowing we were rebuilding the experience from scratch, I took a strategic step back to build a complete Design System. This wasn't just for visuals—it was a centralized framework designed to serve as the single source of truth for both the B2B white-labeled products and the consumer-facing B2C products, ensuring consistency at scale.

With the foundation in place, I tackled the full end-to-end user journeys, from the initial login to the critical consent flows. Once the designs were ready, I partnered with the product manager to conduct small-scale user testing. The feedback was overwhelmingly positive, validating that our new designs and user-centric process were exactly what the product needed.

The Results

After the final designs were complete, I went a step further to ensure we were hitting the mark. I personally led a round of testing with both real Finvu users and the businesses that integrate our service. This wasn't just a final check—it was a critical feedback loop.

The insights I gathered were invaluable. They helped me pinpoint exactly where we could make the experience even more accessible and align it more tightly with both direct customer needs and business objectives. We made key adjustments to simplify the consent journey, clarify the language on crucial screens, and even added a small feature to the dashboard that users specifically requested, which would make managing multiple consents significantly easier.

These final, user-driven refinements were the difference-maker. They confirmed our initial hypotheses and ensured the final product wasn't just functional, but truly intuitive and empowering for everyone involved.

Learning and Future Steps

This project was a deep dive into a new and highly regulated space, which came with some critical learnings. First, designing for the Account Aggregator framework taught me that in FinTech, user experience isn't just about functionality—it's about building trust through design. Every consent screen and dashboard had to be perfectly clear and reassuring to earn a user's confidence with their financial data.

Second, I learned the immense power of a foundational strategy. Building a unified Design System for both our B2B and B2C products wasn't just a design task; it was a strategic move that ensured consistency at scale and created a single language for the entire ecosystem. Finally, I sharpened my ability to design for a two-sided market, balancing the needs of the end-users with the operational requirements of the businesses integrating our APIs. It was a constant exercise in empathy, strategic thinking, and collaborative problem-solving.