Bajaj Finserv is the second largest Non-Banking Finance Corporation (NBFC) in India. Their website sees an average of nearly 2 million users a month, and is responsible for a major fraction of their business. It is their gateway to invite both existing and prospective customers to learn about and interact with their offerings. It also serves as a portfolio for investors and stakeholders to engage confidently with their brand.

The existing portal however, like the company itself, had grown massively over the years. Our initial analysis showed that, the focus had to shift from only information dissemination, to that of a prolonged dialogue with customers in improve sustained engagement. It therefore needed to be redesigned from the ground up, by incorporating new interaction patterns and information structures that enabled personalisation.

Ashis Panday
Manav Khadkiwala
Concept Design
Interaction design
Physical Computing
Desk Fabrication


Our approach was two fold. First, learn and understand the user’s needs and intentions constantly. Second, provide a guided, tailor-made journey, that made the experience memorable every time. Our goal finally was to instil trust and confidence by empowering users with control and choice.

User Journeys

From our research we created detailed user journeys, outlining the experience for the different types of stakeholders including, new customers, returning cutomers, customers who are salaried or entrepreneurs and professionals. From this exercise we were able to identify design opportunities and identify unique features for each customer. 


A digital experience that transfers control the user. Facilitated by easy navigation, intent based exploration, comprehensive search, and The Cockpit—an option-control panel that allows users to choose what information they want to engage with and make better informed choices about their undertakings. The design is modular, and section adaptive based on navigation patterns and customer data.