Unified Login
Unified Login and Investment Dashboard for Bajaj Capital Customers: Providing a single view of their complete financial portfolio.
Date
06th Aug 2023
Category
B2C Dashboard
Location
Gurgaon
Quick Summary
Project Overview
As BajajCapital accelerated its digital transformation in 2022, customers began raising a common concern: despite using multiple digital platforms (Mutual Funds, Insurance, Loans, etc.), there was no single place to view all their investments. This confusion led to mistrust, drop-offs, and poor customer experience.
I led the design of a Single Sign-On (SSO) and a unified investment dashboard that gave customers a single, trusted view of their financial products. I also improved the tools that allow relationship managers to assist their clients more efficiently.
The Problem
Customers had to log into multiple disconnected platforms, leading to inconsistent investment data.
The lack of a unified view caused trust issues and increased support queries.
Relationship Managers faced friction in assisting clients across different services.
Digital touchpoints existed — but nothing was stitched together into a cohesive experience.
Role and Responsibilities:
- Product Designer (responsible for research, design, approvals & feedback + development)
- Project duration and the team involved: Aug 12th, 2023- Nov 5th, 2023
- Team involved: Rohan -UX, Chahat - Product Head, Mayur - Front-end Developer, Isha, Ansuman - PM, Nitish - Tech Lead
My Approach
Defining the Goals
Design a centralized SSO system to unify all digital products.
Provide customers with a real-time, accurate snapshot of their financial investments.
Support RM-assisted journeys with better access and clarity.
Lay the foundation for a scalable, mobile-first digital ecosystem.
Discovery & Alignment
Mapped out all live platforms and user journeys.
Conducted workshops with product & tech to understand data availability.
Created information architecture & sitemaps from scratch to define what “unified” really meant.
Mobile-First, Minimal UI
Designed wireframes with a mobile-first approach, and tested flows early.
High-fidelity designs followed BajajCapital branding with minimalist UI.
Features were later expanded to include:
Financial calculators
Support & complaint portal
Report generation tools
Agile Iteration
As the scope expanded, I revisited core journeys and restructured flows.
Used Figma’s dev mode and JIRA for seamless design-to-dev handoff.
Daily huddles ensured alignment and real-time feedback.
Design Process
Wireframing started with core flows: login, dashboard, RM-assist view.
Built high-fidelity prototypes in Figma with dev-mode specs for handoff.
Added new modules into a flow based on evolving requirements — all while maintaining user journey coherence.
Ran API tests with real customer data to validate the dashboard's accuracy and experience.
Outcome & Impact
NPS Score jumped from 3.6 to 4.3 by Jan 2025
1157 issues raised, 870+ solved across platforms
DAU increased from 8% to 15%
400+ reports generated by users since launch
This wasn’t just a login revamp—it was a foundation for trust and better decision-making.
Well, there's a lot more to share than just screenshots!
Because the best stories are always told in person. I'd love to connect with you ✨
Personal Growth & Reflection
As a lone UX designer, prioritization was my biggest challenge. With every project labeled "urgent," I learned to focus on business-critical problems first and communicate that clarity across teams.
From reviewing complex insurance flows to building tools like Health Insurance Second Opinion, I learned to question, simplify, and ship solutions that bridged human needs with business goals.
I also strengthened:
Cross-functional collaboration
Stakeholder management
Systems thinking & scalable design
Iteration with agility
Telling a clear story through data
BajajCapital introduced " BigDreams " for its 61st anniversary, encouraging Indians to achieve their financial goals. The campaign uses planning tools like Systematic Investment Plans (SIPs) and insurance products to strengthen emotional connections by helping users realize their aspirations.
