Vance app
- Product design
- Mobile
As Vance grew from zero to over a million users, I helped shape product strategy and design, working closely with developers to bring the experience to life.
My approach was to keep the app simple and intentional, helping customers do what they came for while introducing other relevant services in ways that supported the business. Financial apps often become harder to navigate as they add products. Keeping that growing complexity manageable, without overwhelming customers or limiting discovery, became one of the most interesting design problems I worked on as we scaled.
Money transfers
Money transfers are a competitive space, and a new app has to earn trust while making its value clear. We led with Google exchange rates and continued to refine the benefits and onboarding for customers in the UK and UAE, adapting the experience to each market.
I designed the journey from checking a rate and entering an amount through identity verification and transfer tracking. The work connected the initial promise to the details customers need when their money is on the move.
Investments
The investment experience helped NRIs discover direct mutual funds and explore one-time investments or monthly SIPs. I designed fund collections for discovery and detail pages that brought risk and historical performance into view.
A returns calculator let customers explore different amounts and time periods before deciding how to invest. The journey connected browsing, understanding a fund and considering an investment within the app.
Investment onboarding
Before investing, customers had to complete a long setup and verification process. I broke it into focused steps, with visible progress and guidance to make each requirement easier to follow.
The flow covered PAN verification, linking an NRI bank account, a selfie check and supporting documents. Each screen concentrated on the information needed at that stage, helping customers work through the setup one step at a time.
Account opening
Opening an NRE or NRO account involved physical notarisation as well as steps in the app. I designed a staged journey that let customers explore the product while the offline process continued.
Document delivery and collection depended on external vendors. Status updates connected those physical steps to the app, showing customers where their application stood and what they needed to do next.
Global Deposits
Global Deposits brought multi-currency fixed deposits into the app, linked to customers’ NRI bank accounts. I designed a journey that brought currency selection, deposit terms and return comparisons together.
Customers could review their options, choose an amount and tenure, and check the details before booking. The experience continued after the deposit was placed, with access to deposit information and renewal options.
Referrals
Referrals were an important part of the product’s growth. We evolved the rewards, messaging and entry points alongside the app, adapting them to each market.
My focus was making the offer easy to find and understand without interrupting the task at hand. Clear explanations of the benefits and prompts placed within the transfer journey gave customers a way to discover and share the app.
Across these journeys, I worked on the details that connect a financial product to everyday use: clear entry points, focused steps and visible progress. Together, they show how the app grew from sending money home into a broader set of services for Indians living abroad.