About Stashfin
Stashfin is a leading fintech platform revolutionizing credit access in India through a technology-driven, user-first approach. Leveraging advanced AI for credit scoring, risk assessment, and real-time decision-making, it delivers personalized and responsible lending solutions.
Since its inception, Stashfin has evolved into a full-stack financial services platform, serving a wide range of user needs across lending, insurance, bonds, payments, and commerce.
Fintech Market Landscape in India
India is witnessing rapid fintech adoption, fueled by widespread smartphone usage, affordable internet access, and the rise of UPI-driven digital payments. As consumers increasingly shift toward digital-first financial experiences, expectations from banking platforms have evolved beyond basic transactions.
Despite this growth, many financial platforms still focus primarily on payments and lending, offering fragmented user experiences with complex onboarding flows, low transparency, and limited financial guidance. These gaps often create trust barriers and reduce long-term user engagement with digital banking solutions.
Key Problems
India is experiencing a fintech revolution, driven by UPI adoption, a young mobile-first population, and government digital infrastructure (Aadhaar, DigiLocker). Yet digital lending apps face a severe trust deficit - users are wary of predatory lenders, hidden fees, and data misuse. The website is often the primary credibility signal before a user downloads the app.
Despite strong underlying demand, many fintech websites in India are cluttered with legal disclaimers, buried CTAs, and weak social proof. Users leave before understanding the product. The redesign opportunity was to make Stashfin feel like a bank; reliable, transparent, modern - while retaining startup-speed energy.
Design process
"The process didn't end with pixels. After the Develop phase, I focused on Deliver (Weeks 8-9) by validating the design through usability testing and preparing a comprehensive Handoff for developers. This ensured the final code matched the design vision pixel-perfectly."
Most papular features
User research was conducted to identify the most frequently used features and understand everyday user behavior within mobile banking applications.
The insights helped prioritize core scenarios and focus the product experience around actions that deliver the highest value and frequency of use.
Key target audience
The primary target audience consists of digitally active users who rely on mobile banking for daily financial operations.
This group values speed, clarity, and control, and expects a seamless experience for payments, transfers, and card management without | unnecessary complexity.
User platform insights
Website traffic analysis revealed that mobile users formed the majority of visitors on the Stashfin Platform.
This directly shaped the UX strategy by prioritizing:
Mobile responsiveness
Faster loading experiences
Thumb-friendly interactions
Streamlined content hierarchy
Conversion-focused mobile journeys
User Personas
By analyzing user goals and financial behavior, we structured a website experience that remains transparent, reassuring, and fast; even on a 4G connection in Jaipur.
How Stashfin stacks up against India's fintech landscape
A deep competitive audit across 6 fintech platforms revealed clear patterns - the best performers lead with a single benefit, use social proof aggressively, and have frictionless mobile CTAs.
Website structure & user flow
Mapped the complete visitor journey from homepage landing through product discovery to loan application - identifying the key decision points that needed visual prioritisation.
Key Design Solution
1. Building Trust Within the First 5 Seconds
Many first-time borrowers hesitate before sharing personal information online. The redesign introduced immediate trust indicators above the fold to reduce anxiety and improve credibility perception.
Solution:
Added RBI compliance, app ratings, customer count, and loan disbursal stats directly below the hero section
Used a clean banking-inspired visual language with structured spacing and restrained color usage
Introduced media mentions, customer proof, and simplified FAQs across critical pages
Outcome: Users could quickly validate legitimacy before engaging with the application flow.
2. Simplifying Product Discovery
Stashfin offers multiple financial products - loans, UPI, insurance, and investments; which previously created cognitive overload for users landing on the homepage.
Solution:
Reorganized the information architecture into clear product categories
Introduced tab-based navigation for quick scanning
Created dedicated product sections with focused messaging and contextual CTAs
Reduced excessive text and replaced it with visual content blocks and step-by-step explanations
Outcome: Users could understand the ecosystem faster and navigate directly to their intent-based journey.
3. Designing for Mobile-First Behavior
Research showed that the majority of users accessed the website through mobile devices, often on slower internet connections and during short browsing sessions.
Solution:
Prioritized mobile-first layouts and thumb-friendly interactions
Reduced visual clutter and optimized section spacing for fast scanning
Added sticky CTAs and simplified content hierarchy
Optimized page sections for quick load perception and readability
Outcome: The experience became faster, easier to navigate, and more action-oriented for mobile users.
4. Increasing Conversion Confidence
Users were dropping off before application because they lacked clarity around eligibility, repayment, and interest calculations.
Solution:
Introduced an EMI calculator above the fold
Added eligibility indicators before application CTAs
Simplified “How it works” into a visual 3-step journey
Used plain language instead of banking-heavy terminology
Outcome: Users felt more informed and in control before starting the loan journey.
5. Creating a Scalable Visual System
The previous website lacked consistency across pages, leading to fragmented brand perception.
Solution:
Developed a reusable design system covering typography, color, spacing, buttons, cards, and trust components
Established a unified visual language balancing fintech energy with banking credibility
Created responsive UI patterns for future scalability across products
Outcome: The platform achieved stronger brand consistency and a more premium digital presence.
+42%
Increase in loan application starts
Moving the "Apply Now" CTA to the hero and adding the EMI calculator in the above-the-fold section significantly lowered hesitation. Users who interact with the calculator are 3× more likely to apply.
2.4×
Time on page - product pages
Contextual loan-type cards and the "How it works" step sequence kept users engaged. Restructuring the personal loan page into a discovery flow reduced the bounce rate substantially.
35%
Reduction in trust-related drop-off
Adding a persistent trust strip (RBI registration, customer count, app ratings) and a dedicated "Is this safe?" FAQ section reduced the proportion of users leaving at the point of data entry.
