ArthaOne
Redefining digital private banking with personalization
From branding to product design, we revolutionized wealth management into a personalized, next-level experience.
ArthaOne was born from a vision: to simplify and empower financial independence in India. Drawing from the essence of “Artha,” meaning wealth or purpose, and “One,” meaning simplicity and unity, we crafted a brand identity that is approachable, aspirational, and deeply user-centric, building both - visual appeal and trust. This cutting-edge platform provides users with a holistic view of their investments, savings, and assets - all in one place. Beyond an overview, the platform empowers users to actively manage their finances through smart, personalized recommendations tailored to their behavior, goals, and risk appetite.
Through design thinking, fruitful brainstorming, and collaborative development, we built ArthaOne from the ground up to transform wealth management, making it accessible, intuitive, and impactful.
Challenge
Our biggest challenge was designing the user journey from scratch, while creating a brand that would resonate with a diverse user base. A key aspect of this journey was integrating complex financial processes, including the modern Account Aggregator framework, goal-setting features, and a carefully curated behavioral questionnaire, to draw financial personas and deliver personalized recommendations. Our aim was to simplify complex financial processes and offer the users a holistic, mobile-first experience that seamlessly integrates every aspect of their finances.
Industry
FinTechServices
BrandingUI UX designUX writingVisual designMotion graphic designCreative Quotient
Digital marketing leadUX strategistUI UX designersUX writerVisual designerMotion graphic designer
Our approach
ArthaOne was designed to be anything but a typical financial app; our goal was to enrich it with a unique concept that stands out in the financial landscape. We recognized that navigating finances can often feel daunting. Thus, our approach was to transform that experience into something fresh, engaging, and intuitive. Since day one, our focus was on crafting a brand and experience that not only reflects ArthaOne’s mission, but also resonates with its users. Fueled by a user-centric mindset, and through close collaboration with the stakeholders, we transformed ArthaOne’s bold vision into a reality that delights and empowers users at every step.
The Lemonade Process
Added zest that is one-of-a-kind
- Research
- Requirement gathering
- Competitive analysis
- Plan
- Stakeholders interview
- User interviews
- Information architecture
- Explore
- Design workshop
- Wireframes
- Moodboarding
- Create
- UI UX design
- Visual design
- Delight
- UX writing
- Motion graphic design
- Prototyping
- Analyze
- Quality analysis
Understanding the users
Beginner investors
These users are new to the world of finance. They are financially stable but unsure about where to invest their money. Our goal was to provide a welcoming and supportive experience for the beginners.
Goal-oriented investors
These users are building their financial foundation with assets, loans, and goals, like child education, marriage, or securing their family’s future. They seek stability in tailored strategies to achieve long-term milestones.
Experienced investors
These users are well-versed in investing but are looking for expert recommendations to optimize their portfolios. For them, we focused on providing tailored insights and smart suggestions to enhance their investment strategies - all at one place.
Too many accounts and scattered investments. Lack of structure. Difficulty in tracking money.
One stop solution for wealth building and management. Thoughtful conceptualization. Engaging brand voice. Delightful visuals.
Powerful branding, purposeful design
While curating ArthaOne, we set out to design more than just a brand, we crafted a promise of financial independence and empowerment. Every detail, from the logo and color palette to the tone of voice, was thoughtfully designed to reflect resilience, growth, and purpose. The chosen vibrant color palette brings this vision to life: primary orange to embody boldness, and secondary magenta to add a spark of enthusiasm. These colors create a fresh, approachable identity, which is further nourished with a conversational tone that makes the brand more accessible and human.
Designed with users in mind
The brand’s purpose is to make finance simple and accessible, reflected in three promises:
One Space, for the users to see all their finances in one handy spot, no juggling required.
One Score, to provide a clear picture of the users’ financial health and prosperity.
One Shop, to encourage the users to explore and find the best financial products.
By blending thoughtful visuals with friendly UX writing, we designed an engaging and intuitive experience which ensures an effortless financial journey. Whether the user is managing their budget of exploring new investment options, the design empowers them every step of the way.
Get to know the fun-ancial you!
To truly engage with users, we wanted personalization to go beyond standard options. We created an interactive, nature-inspired behavioral quiz that unveils each user’s unique financial persona. This wasn’t just a set of questions, but an experience made with natural elements, seamless animations, and thoughtful design. On completing this short adventure, users receive tailored insights that align with their profile and goals, turning a standard process into an engaging, user-centered journey.
Narrating wealth navigation
With a relatable storytelling approach, we created a series of engaging narratives that reflect key money situations, like improving credit scores, boosting protection, etc. Backed by detailed prompts, we leveraged AI to generate unique characters that personify each financial challenge. By guiding users with character-driven storytelling, we empowered them to understand and manage their finances with clarity, confidence, and ease.
Visual & motion design take the cake
Visual delight didn’t stop at static screens, we took it a step further by breathing life with motion design. Every design choice was carefully crafted, including motion, which is intended to guide the users, create a free-flowing journey, and make complex processes feel simpler and intuitive. With thoughtful design choices, we turned financial tasks into an experience that is as visually appealing as it is functional.
The result
ArthaOne is now live, marking the beginning of a revolution in how people manage their finances. Our collaboration in launching this platform, which is designed to empower users to take control of their financial future, has been an incredibly rewarding experience. By blending design thinking with user-centric principles and innovative technology, we have created more than just an app - we have built a financial companion that guides users with simplicity, ease, and confidence! 🎉