Neufin
Designing the UX for Green project Financing in India
Overview
Reducing emissions is not just a necessity but a competitive and strategic advantage for companies in today’s times. Many Indian companies struggle to secure the funding and resources needed to achieve their sustainability goals due to a lack of access to the right financiers and vendors. This challenge is multiplied by a fragmented and inefficient financing landscape.
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The goal of this project was to design the MVP for a fintech platform that will support companies throughout the green project lifecycle and streamline the process of green financing.
ROLE
Lead UX Consultant @Neufin
TIMEFRAME
6 Months
YEAR
2023
WHAT I DID
User Research, Prototyping & testing​​, Stakeholder management, UX framework.
OUTCOME
Reduced the client acquisition time by 2X
Reduced onboarding time from 2 weeks to 1 week or even faster in some cases through customisable and automated data collection forms.
Increased Client Acquisition and thereby revenue
The new interface attracted a significant number of clients and projects by 4X over 6 months.
Design Process
REQUIREMENT GATHERING
To establish a strong foundation for the project I initiated a discovery process and began with a workshop including main stakeholders. Through in-depth discussions with the client, I gained a deep understanding of the following critical areas:
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Domain
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Value Prop
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Competitor landscape
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users
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Processes
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Priorities
UX RESEARCH
Led a brief research initiative to gather insights and inform design decisions. Conducted in-depth secondary research on the domain and competitive landscape. Additionally, conducted one-on-one interviews with 3 consultants to gain a deep understanding of their needs and pain points. Leveraged these insights to map existing processes and create a detailed ecosystem map that aligned all stakeholders and addressed any gaps related to users, processes, and workflows.​
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Ideation
I mapped the existing process to be able to understand the end-to-end journey and points for design intervention. This helped ideate on possible solutions which were then grouped into modules / features and prioritised.
Prioritization
This analysis led us to prioritize the following modules in this order:
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Project Flows: By allowing companies to enlist their projects they could find potential service providers thereby adding to initial revenue model of the business which was a necessary start.
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Data collection & documentation: This module would enable businesses to effectively input project details, facilitating accurate matching with potential investors.
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Client Login & Dashboard: To provide clients with a seamless experience for tracking project status and progress. A well-designed client dashboard would enhance user satisfaction and drive engagement.
Assumptions and Strategic Decisions
As a pioneer in this emerging market, our project faced the challenge of navigating uncharted territory. To address this, we established key assumptions based on the cofounders' vision and industry insights. However, we recognized the importance of validating these assumptions through rigorous testing post-MVP. ​​​​
Key assumptions included:
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User Journey: We hypothesized that potential clients would express interest in projects through a specific flow. This was to be validated through user testing to ensure a seamless and intuitive experience.
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Information Architecture: We defined the initial information architecture for project listings and dashboards, assuming a particular hierarchy and level of detail. However, we were prepared to adapt this structure based on user feedback and evolving business needs.
Design
The above is a glimpse of a wireframe flow for the project details gathering flow. Will be happy to walk you through the rest of the designs in person or over a call.
Rahool Gadkari
Co Founder, Neufin
I worked closely with Prerana on a couple of foundational projects for our startup. Prerana proved to be a thought partner in the true sense of the word - she was quick to come up with ideas to try, spent time understanding the problem and user, and more importantly, always had the motivation to deliver the best possible user experience to the consumer.
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