Naik Wealth
Unified Wealth & Insurance Management Platform
Finance
Timeframe
Timeframe
Timeframe
12 Weeks
12 Weeks
12 Weeks
Industry
Industry
Industry
Finance
Finance
Finance
Role
Role
Role
Lead UX Designer
Lead UX Designer
Lead UX Designer
About Naik Wealth
A comprehensive financial services group serving India's most discerning investors
Product Ecosystem
Investments
Mutual Funds
PMS
Fixed Deposits
Bonds
ETF
REIT
Insurance
Term Insurance
Health Insurance
Cyber Insurance
Fire Insurance
Property Insurance
Property Insurance
Global
LRS (Liberalised Remittance Scheme)
International Investments
Estate Planning
Will & Trust Management
Succession Planning
Platform Vision
Build a unified digital ecosystem that brings together wealth management, insurance, and estate planning into a single, seamless experience for India's most sophisticated investors.
Target Audience
HNI / UHNI / MNI
High-net-worth individuals
Business Owners
Entrepreneurs & founders
Affluent Professionals
Senior executives & partners
THE CHALLENGE
Problem
Naik Wealth's clients and internal teams were struggling with a disconnected experience across multiple vendors, portals, and processes resulting in friction, inefficiency, and limited growth potential.
Fragmented Journeys
Fragmented Journeys
Clients forced to navigate multiple portals, advisors, and platforms for different financial products
Clients forced to navigate multiple portals, advisors, and platforms for different financial products
Low Transparency
Low Transparency
Limited visibility into portfolio performance, transaction status, and product details
Limited visibility into portfolio performance, transaction status, and product details
Manual Operations
Manual Operations
Internal teams spending excessive time on repetitive tasks and manual processes
Internal teams spending excessive time on repetitive tasks and manual processes
Poor Scalability
Poor Scalability
Existing systems unable to accommodate new products and growing client base
Existing systems unable to accommodate new products and growing client base
Current State: Broken Journey
Client
Vendor A
Vendor B
Vendor C
Naik Wealth's clients and internal teams were struggling with a disconnected experience across multiple vendors, portals, and processes resulting in friction, inefficiency, and limited growth potential.
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OBJECTIVES
Goals & Vision
Unified Platform
Unified Platform
Single integrated platform for all wealth and insurance products
Single integrated platform for all wealth and insurance products
Sales Velocity
Sales Velocity
Increase conversion rates and transaction completion speed
Increase conversion rates and transaction completion speed
Operational Efficiency
Operational Efficiency
Automate manual processes and reduce advisor workload
Automate manual processes and reduce advisor workload
Product Scalability
Product Scalability
Flexible architecture to add new products seamlessly
Flexible architecture to add new products seamlessly
Build Trust
Build Trust
Enterprise-grade security and transparency for HNI clients
Enterprise-grade security and transparency for HNI clients
Success Metrics
60%
Reduced onboarding time
3x
Increased product adoption
45%
Faster transaction completion
2.5x
Advisor productivity gains
MY CONTRIBUTION
Role & Responsibilities
Lead Product Designer
Led design strategy and execution for a 5-member cross-functional team, driving the complete UX transformation of Naik Wealth's digital platform.
Key Responsibilities
Persona Development
Information Architecture
User Research & Insights
User Experience Flows
UI Design System
Motion Principles
Stakeholder Management
Project Timeline
Discovery & Research
Weeks 1-3
1
IA & User Flows
Weeks 4-6
2
Wireframes & Testing
Weeks 7-9
3
UI & Design System
Weeks 10-12
4
Cross-Functional Team
Product
2 members
Engineering
4 members
Business
3 members
Cross-Functional Team
Product
2 members
Engineering
4 members
Business
3 members
Project Timeline
Discovery & Research
Weeks 1-3
1
IA & User Flows
Weeks 4-6
2
Wireframes & Testing
Weeks 7-9
3
UI & Design System
Weeks 10-12
4
DISCOVERY
Research & Insights
In-depth qualitative research across client and internal stakeholder segments
In-depth qualitative research across client and internal stakeholder segments
HNI Investors
HNI Investors
HNI Investors
12 interviews
12 interviews
12 interviews
Relationship Managers
Relationship Managers
Relationship Managers
8 interviews
8 interviews
8 interviews
Ops/Admin Teams
Ops/Admin Teams
Ops/Admin Teams
6 interviews
6 interviews
6 interviews
Key Behavioral Insights
Trust > Aesthetics
HNI clients prioritize security, reliability, and proven track record over visual novelty
"I don't care how pretty it looks. I need to know my money is safe and I can access it anytime."
Visibility & Control Matter
Clients demand real-time portfolio visibility and granular control over their investments
"I want to see everything in one place my MFs, insurance, FDs and make decisions quickly."
Speed Over Beauty (Advisors)
Relationship managers need fast, efficient tools to serve multiple clients simultaneously
"Every second I spend navigating systems is time I'm not spending with my clients."
Confidence Not Complexity
Clients want simple, clear communication complexity creates doubt and friction
"Just tell me what I need to know. No jargon, no confusion."
Research Methodology
26
In-depth Interviews
5
Shadowing Sessions
3
User Segments
USER PERSONAS
User Personas
Three primary user archetypes driving platform design decisions
Rajesh Malhotra
HNI Client
•
52 years
•
Business Owner
Goals
Consolidated view of entire portfolio
Clear risk assessment across all holdings
Fast, secure transaction execution
Proactive wealth planning insights
Pain Points
Logging into 4-5 different platforms daily
Unclear tax implications of investments
Delayed transaction confirmations
No holistic wealth view
Needs from Platform
Single source of truth for wealth
Enterprise-grade security
Transparent fee structure
24/7 access to portfolio data
Priya Sharma
Relationship Manager
•
34 years
•
Senior RM
Goals
Track 50+ client portfolios efficiently
Execute transactions quickly
Meet compliance requirements seamlessly
Provide personalized recommendations
Pain Points
Manual data entry across systems
Slow approval workflows
Limited client insights
Difficulty tracking pending tasks
Needs from Platform
Unified client dashboard
One-click transaction execution
Automated compliance checks
Performance analytics
Anil Desai
Operations Admin
•
41 years
•
Operations Manager
Goals
Streamline backend operations
Configure products efficiently
Generate accurate reports
Manage approvals workflow
Pain Points
Time-consuming manual reconciliation
Complex product configuration
Limited reporting capabilities
Approval bottlenecks
Needs from Platform
Centralized admin controls
Automated reconciliation
Flexible reporting tools
Streamlined approval system
STRUCTURE
Information Architecture
Modular, scalable architecture designed for future product expansion
Naik Wealth Platform
Unified Digital Ecosystem
1
1
Advisory & Discovery
Advisory & Discovery
Product Recommendations
Product Recommendations
Risk Profiling
Risk Profiling
Goal Planning
Goal Planning
Portfolio Analysis
Portfolio Analysis
2
2
Transactions
Transactions
Buy/Invest
Buy/Invest
Redeem/Withdraw
Redeem/Withdraw
Switch/Transfer
Switch/Transfer
SIP/STP Management
SIP/STP Management
3
3
Portfolio Management
Portfolio Management
Holdings View
Holdings View
Performance Tracking
Performance Tracking
Tax Reports
Tax Reports
Document Center
Document Center
4
4
Insurance
Insurance
Policy Overview
Policy Overview
Premium Payment
Premium Payment
Claims Management
Claims Management
Renewal Tracking
Renewal Tracking
5
5
Payments
Payments
Payment Gateway
Payment Gateway
Bank Accounts
Bank Accounts
Transaction History
Transaction History
Mandate Management
Mandate Management
6
6
Admin & Operations
Admin & Operations
User Management
User Management
Product Configuration
Product Configuration
Approvals Workflow
Approvals Workflow
Reports & Analytics
Reports & Analytics
Architecture Principles
C
Consistent
Unified patterns across all modules
S
Scalable
Built to accommodate new products
M
Modular
Independent modules for easy updates
USER JOURNEYS
Optimized User Flows
Streamlined journeys designed to eliminate friction and reduce time-to-completion
Client Onboarding
1
KYC Verification
Risk Profiling
Goal Setting
Account Activation
Reduced from 14 days to 3 days
Investment Discovery
2
Browse Products
Filter & Compare
View Details
Get Recommendation
3 platforms → 1 unified view
Instant Redemption
3
Select Holdings
Enter Amount
Confirm Details
Instant Payout
T+3 days → Instant (select funds)
Insurance Purchase
4
Compare Policies
Select Coverage
Medical Questions
Payment & Issue
Removed 5 manual handoffs
Friction Points Eliminated
12
Manual Steps Removed
5
Platform Consolidations
8
Approval Bottlenecks
LOW-FIDELITY
Wireframes
Structure and hierarchy validation before visual design
Wireframe Objectives
Structure
Validate information hierarchy
Cognitive Load
Reduce mental effort required
Logic
Test flow before styling
HIGH-FIDELITY
Final UI Design
Enterprise-grade visual design built for trust, clarity, and performance
IMPACT
Outcome and Impact
Measurable results and strategic value delivered
60%
60%
Faster Onboarding
Faster Onboarding
3x
3x
Product Adoption
Product Adoption
45%
45%
Transaction Speed
Transaction Speed
2.5x
2.5x
Advisor Productivity
Advisor Productivity
Unified Wealth Experience
Successfully consolidated all financial products into a single, cohesive platform
Reduced Vendor Dependency
Eliminated reliance on 5+ external platforms, bringing core functionality in-house
Scalable Architecture
Built flexible system capable of accommodating future products (ETF, PMS, International)
Improved Efficiency
Relationship managers now handle 3x more clients with same team size
Enterprise Foundation
Established design system and patterns for long-term product evolution
REFLECTION
Key Learnings
Insights from designing for enterprise wealth management
Trust > Trends
Enterprise fintech users prioritize reliability and security over visual innovation. The best design is invisible—it builds confidence without drawing attention to itself.
💡 Aesthetic trends come and go, but trust is timeless.
Enterprise UX ≠ Flashy UI
Working with HNI clients taught me that sophistication doesn't mean complexity. Clean, clear interfaces that respect users' time and intelligence perform better than feature-bloated alternatives.
💡 Simplicity is the ultimate sophistication in wealth management.
Systems Thinking > Screen Thinking
Designing isolated screens is easy. Building a cohesive ecosystem that scales across products, users, and workflows requires architectural thinking and long-term vision.
💡 Great products are designed as systems, not collections of features.
Final Thought
Designing the Naik Wealth platform reinforced that exceptional UX in enterprise fintech isn't about pushing boundaries; it's about building bridges. Bridges between complex financial products and human understanding. Between institutional requirements and individual needs. Between today's capabilities and tomorrow's possibilities.
Got questions?
I’m always excited to collaborate on innovative and exciting projects!
impnayak28@gmail.com
Phone
6264926162
Got questions?
I’m always excited to collaborate on innovative and exciting projects!
impnayak28@gmail.com
Phone
6264926162
Got questions?
I’m always excited to collaborate on innovative and exciting projects!
impnayak28@gmail.com
Phone
6264926162
Got questions?
I’m always excited to collaborate on innovative and exciting projects!
impnayak28@gmail.com
Phone
6264926162
Got questions?
I’m always excited to collaborate on innovative and exciting projects!
impnayak28@gmail.com
Phone
6264926162