Solving the high drop-off rate during onboarding with simple steps for a Full Option Trading platfrom. We iterated on the journey and reduced the onboarding time to just 5 mins.

TradeMobi is a full-options trading Platform by Anand Rathi for both First Timers and Active Traders. Despite having the experience of 30+ years of investment advisory and brokerage experience, their onboarding success rate was 8%.  They wanted to improve this and design a seamless experience that would need zero assistance from their agents. The project was to improve the flow over 6 months and achieve the target of 20-25%.

For many users, especially first-time investors, onboarding felt more like a barrier than a guided start. 

Users were required to process multiple concepts early on — KYC, bank linking, permissions, and regulatory disclosures — without enough context or prioritization. Screens were information-dense, and actions were presented with little explanation of 

This resulted in users pausing mid-flow, exiting the app, and often never returning.

Requests for sensitive information such as identity documents, PAN details, and bank accounts appeared early in the journey without sufficient reassurance. The absence of clear value framing or trust signals made users hesitant to proceed, particularly those new to trading.

Instead of feeling protected, users felt exposed.

The onboarding flow lacked a clear sense of progression. Users had no reliable indication of how many steps remained or how close they were to completion. Even small delays — such as document verification — felt longer and more frustrating without status feedback.

This ambiguity amplified drop-offs during KYC and verification stages.

Users were asked to complete the majority of onboarding steps before accessing anything meaningful, such as exploring stocks or understanding the app’s capabilities. There was no early “win” to motivate continuation.

For users already unsure about trading, this made the effort feel disproportionate to the perceived reward.

The same onboarding flow was used for both experienced traders and first-time investors. Experienced users felt slowed down, while new users felt overwhelmed. The lack of flexibility reduced confidence across both groups.

Onboarding was not just a usability issue — it was directly limiting user activation and revenue realization.

Before we made any design changes, we decided to fully understand the problem and its depth. We started with simple research steps: a Heuristic Evaluation of the Onboarding and a Competitor Analysis.

 We conducted the study both on their web as well as mobile platform and measured the performance on each step on various parameters. We derived this result and concluded that along with usability it needed a aesthetic uplift as well

This was the first initiative we decided to undertake. We explored the options to reduce the friction through available partner solution, be it fetching the KRA data for ease of the customer or be it being clear through Micro copy addressing "Why we need the data"

We iterated different solutions and tested out the possibilities what really made our user comfortable and which solution performed better. We made the decision using data parameters rather than just intuitions. 

We decided not to keep any information hidden from our users, but rather guide them and explain why each step is important. We also decided to openly communicate the consequences of each step as they proceeded. This helped gain their trust and thus increased their confidence to move ahead.

Being compliant and intuitive at the same time requires a deep understanding of the business and operations. To make the changes work better, we decided to build one singular journey optimised for mobile and web. This helped to reduce the turnaround time and improve compliance.

These are just few things which we really focused upon in the span of a year and the results started to show in. 

Increasing the Onboarding Rate by 12%

When I am not working, either I will attending community events, or helping to host one. And Kayaking is the new found love.

Designing Enterprise Products for some of the Fortune 500 Companies. Collaborating with our clients to ideate and nuture the product solutions to grow their businesses faster and serve their end customers better. Have successfully designed & shipped both SaaS and B2C products for clients.

Was also deployed as the prime desinger for one of the world's largest Vessel Management Companies, to collaborate and design a digital platform which aims to redefine the shipping industry and ease the global vessel voyages.

Designed Crypto Wallet and Payment Solutions on Solana Blockchain. Was responsible for ideating and designing the end-to-end user experience for the products across all the platforms (Web and mobile). Worked with development and business, to successfully build, test and ship the product.

We are a team of thinkers and doers of all things design. We bring expertise in research, strategy, and digital design.

We work with startups and enterprises to craft great user experience for all their products and services. We believe in keeping design simple and using it as a narrative to communicate your ideas and stories to your audience. 

- Requirement gathering and understanding the customer problems 

- Story boarding and user journey mapping

- Co-ordinating with the Dev Team to build the design

Making the Risk Managment and Automating Approvals for the shore team and cutting down the delays.

Fleet Management Ltd. needed a more structured and intelligent Risk Assessment feature within their internal tool, PARIS 2.0. The goal was to enable vessel managers, QHSE, manning, technical, and incident teams to identify, categorize, and resolve risks more efficiently—while enhancing cross-functional visibility, ensuring compliance, and improving operational safety across their global fleet. While a version of this feature existed in PARIS 1.0, it lacked intuitiveness and was burdened with complex, non-standard workflows—especially when it came to filling out risk mitigations and managing approvals.

To address the inefficiencies of the legacy system, we reimagined Risk Assessment in PARIS 2.0 as a structured, role-aware, and workflow-driven feature. The redesign focused on improving consistency, reducing manual overhead, and enabling traceable, compliant decision-making across departments.

Design journey began with in-depth stakeholder interviews across Fleet Management’s operational teams—Vessel Managers, QHSE, Manning, Incident, and Technical staff. These sessions helped uncover critical pain points in the existing Risk Assessment workflow and allowed us to define problem statements rooted in real-world use.

We closely mapped the data ecosystem across vessels, departments, and regions—identifying gaps in consistency, communication, and process visibility. This informed the creation of role-specific user personas and clarified how platform responsibilities should be distributed across ship and shore.

We also identified key breakdowns across both user touchpoints—the vessel miniserver, where the Master or Chief Engineer initiates risk assessments, and PARIS 1.0, primarily used by shore-based teams. Users highlighted the need for better alignment between these systems and also expressed the importance of integrating Risk Assessment training into TOLAS, Fleet’s in-house training platform.

To support the migration to PARIS 2.0 and sunset the older platform, we began with rethinking the Risk Assessment module. Several validations were added to the miniserver to improve input accuracy at the vessel level. We then created interactive wireframes and clickable prototypes covering key flows—template selection, risk scoring, approval routing, and tracking. These were tested with real users across departments in iterative feedback cycles, directly informing improvements to logic, layout, and usability.

User interviews helped uncover key issues—like unclear workflows and accountability gaps—shaping the Risk Assessment redesign in PARIS 2.0.

These discussions revealed issues like missed handoffs, inconsistent Risk Level Rating, and template overload. Each insight guided us in creating a more streamlined, intuitive, and role-driven system. Here’s what our users had to say:

During the research phase of PARIS 2.0, we closely mapped out the user journey for raising a Risk Assessment and Approving risks. The goal was to simplify interactions, reduce manual dependencies, and bring clarity to who needs to act—when, and on what.

This flow captures how users engage with a Risk Assessment after it’s submitted by a vessel, highlighting key decisions and validation checkpoints throughout the process. Even covers how shore based staff can raise a Risk Assessment on behalf of Vessel.

Wireframes served as the blueprint for reimagining the Risk Assessment experience in PARIS 2.0. They helped us define the layout, interaction patterns, and information hierarchy before moving into detailed design.

We focused on simplifying complex flows—like template selection, setting risk levels, approvals, and role-based visibility—while ensuring clarity for both vessel crew and shore-based teams. These wireframes were reviewed and refined across multiple user feedback loops.\

Building on an existing Design System grounded in Atomic Design principles, we scaled core components into new patterns that enhanced the overall user experience. These reusable elements brought structure, speed, and visual coherence across modules. The design was well-received by stakeholders—many expressed a strong sense of clarity and control while interacting with the clickable prototype.

Usability testing post-development helped validate key workflows for the Risk Assessment feature. Feedback from Department Managers and QHSE teams led to quick refinements in template selection, risk rating, and approval clarity before final handover.

After development was complete, we conducted usability testing with 12 participants from key user roles to evaluate how the feature performed in actual workflows. The objective was to ensure the system supported operational needs such as submitting, reviewing, and approving risk assessments across teams.

The usability tests confirmed that the system was ready for fleet-wide use, while also surfacing a few minor refinements that we were able to address quickly. With feedback implemented, the final version was handed over to Fleet’s internal tech team for rollout and support.

Managing & Mitigating Risk for Safer Maritime Operations

Making Oral Health accessible and insightful through Saliva Testing and Image Processing.

Oral Genome is a pioneering dental care application designed to transform the way individuals manage their oral health. Utilizing advanced saliva testing, the app provides users with personalized insights and recommendations to maintain and improve their dental hygiene and overall health. The goal of Oral Genome is to bridge the gap between traditional dental care and innovative, preventative health practices by offering users a comprehensive, personalized, and accessible platform for oral health management.

Oral Genome addresses these challenges by providing a range of innovative solutions:

We began by conducting extensive research to understand our target users' needs and pain points. This phase involved surveys, interviews, and competitor analysis to gather insights and define the tool's core functionalities.

The design process for Oral Genome was structured into several key phases to ensure a user-centred, efficient, and visually appealing product. Our approach involved the following steps:

User interviews helped us to understand our end users better and were pivotal in making design decisions. By engaging directly with potential users, we were able to gather qualitative data that helped us craft a delightful experience. Below is an overview of our user interview process and key findings.

We created user flows and built the complete information architecture. We 

moved on to Low Fidelity Wireframes, which served as the foundational blueprint for our application, allowing us to visualise the layout, structure, and user flow before developing a 

These wireframes ensured a focus on functionality and usability, enabling iterative improvements based on user feedback. Below, we outline the key wireframes developed for our primary interfaces:

The Branding guidelines were already established by the client; hence, we adopted them for the product and played around the same without spending much time on moodboarding.

The Oral Genome app features a clean, modern design with intuitive navigation and clear visuals, making oral health management easy and engaging. Its user-centric interface enhances accessibility while delivering a seamless experience.

Here are a few final set design which was developed and shipped:

Usability testing was instrumental in refining the Oral Genome app, ensuring that it is intuitive, user-friendly, and meets the specific needs of our users. This section outlines our usability testing approach, the methodologies we used, key findings, and how user feedback has driven design enhancements.

Crafting the Experience for a Personalized Oral Health App

Imagine graduating at 22 with your dream degree and a promising job offer — everything seems set for a smooth journey ahead.

But then reality strikes: bills pile up, you need to start saving, investing, and managing money wisely — yet you were never really taught how.

In India and Southeast Asia, this scenario is all too common. Unlike in many Western countries, teens here rely heavily on their parents for daily expenses and often live with them until graduation. Schools focus on sciences and arts but rarely on financial literacy. As a result, young adults step into the real world without a grasp of budgeting, compound interest, or the impact of careful financial planning on their long-term freedom.

Financial management is best learned by doing — but teenagers typically have limited tools. Most are handed a parent’s secondary card, with little transparency or autonomy, and no modern tools to manage their allowances independently.

Yodaa is built in collaboration with its teen community — letting them BYOB: Build Your Own Bank.

With Yodaa, teens gain access to smart saving products that reward good financial decisions and responsible habits. They can also tap into microcredit options to learn healthy borrowing early. Beyond banking tools, Yodaa offers a curated learning platform that unlocks benefits for mastering the basics of personal finance — flipping the norm of rewarding excessive spending to incentivising financial awareness.

Yodaa’s mission is simple yet vital: to empower teens to manage money confidently, make informed decisions, and build a secure financial future — one smart choice at a time.

The Challenge: Community-Driven, Future-Focused

Our goal was clear: build a teen-focused bank that helps young people learn, save, and understand money better — empowering Gen Z with the financial freedom to make their own transactions, both online and offline. Beyond simply providing a product, we wanted to equip the next generation with the skills to manage, save, invest, and spend money responsibly — setting them up for lifelong financial well-being.

But our challenge had two sides. On one hand, we had to earn the trust and interest of teens, designing a banking experience that feels intuitive, joyful, and genuinely empowering. On the other, we needed to reassure parents — giving them visibility, control, and peace of mind while allowing their children to take independent financial steps safely.

Adding to this complexity was the fact that we weren’t just building a product — we were pioneering an entirely new category. As one of the first to tackle teen banking in this region, we had to set the standards, build trust from scratch, and balance freedom with safeguards, all while shaping financial habits that last a lifetime.

During the pandemic, while the world slowed to a halt, we chose to start building something bold — a bank designed specifically for teens.

After finalising the initial brief, we kicked off with a focused survey to uncover the real financial needs of Gen Z. To dig deeper, we followed this up with one-on-one interviews to capture honest pain points and everyday money habits straight from our target users.

These insights revealed key behavioural traits and gaps: how teens handle money today, where they feel restricted, and what would genuinely motivate them to save, spend, and learn.

With this understanding, the product team defined a clear scope: to build a solution that not only met teens’ core financial needs but also wove in social features to make money management feel relevant and fun.

This clarity set the stage for the first design sprint — beginning with rapid wireframing and quick iterations to translate insights into intuitive user flows.

After the wireframing phase, the product team moved swiftly to shape a clear vision for Yodaa — defining exactly what we wanted to build and why. The primary goal was to create a product that naturally instills healthy financial habits in teens, without feeling restrictive or dull.

The final product brief was simple yet ambitious:

**“Yodaa will enable teenagers to send and request money, save and manage their funds, and split bills with siblings and friends. They will also have access to expert-curated learning modules that reward responsible financial behaviour.

For parents, Yodaa offers the safest community their teen can be part of — allowing instant transfers for personal expenses, full visibility of transactions, and the ability to contribute directly to their teen’s stash on the fly.”**

Privacy was set as a top priority from day one. We built robust checks and balances to ensure teens could manage their financial lives with appropriate safeguards: controlling who can view their profile, who can chat or transact with them, and defining what transaction details parents could access — striking a balance between freedom and parental trust.

In the fast-moving world of today, we enable GenZ to transact freely and make financial decisions wiser and simpler. The core design philosophy was to increase the<b> "Happiness Quotient" </b>as the user interacted with the product. Each journey was crafted and iterated to deliver delight to the users.

We weren’t just designing a product — we were shaping a behaviour shift in young teens. Knowing that Yodaa would feel new and unfamiliar, we invested significant time in crafting an onboarding experience that was intuitive, engaging, and self-guided.

One key decision was to include an Explore Module — allowing users to understand Yodaa’s features and get a complete feel for the product before signing up. This early step helped educate new users and build trust from the very first interaction.

We also designed two distinct onboarding flows within the same app: one for Teens and one for Parents. Each flow was iterated meticulously to meet the compliance standards of our banking partners while ensuring the entire process remained smooth and quick — keeping onboarding time under five minutes for every user.

Knowing where money goes is key to building healthy financial habits. With this in mind, we equipped teens with spending insights that help them understand and reflect on their transactions.

We went a step further and introduced an Expense Tracker, allowing teens to record expenses made outside of Yodaa too. Although this wasn’t a direct customer request, we recognised its value as a habit-building tool — encouraging teens to take ownership of all their spending, not just what happens through their card.

For parents, we added the ability to set spending limits for different categories. Importantly, parents can access their teen’s spending data only with the teen’s consent — balancing oversight with respect for privacy and independence.

With Yodaa, we aimed to shift consumer behaviour at its roots — by helping teens develop the habit of saving before spending. Giving young users a real financial tool in their hands made this goal tangible and impactful.

We designed a seamless digital experience where teens could easily set up recurring auto-debit saving plans — as effortless as scheduling a recurring event on Google Calendar.

To strengthen this habit, we brought parents into the journey. Parents can join their teen’s saving plan and add their own contribution at the end of each month — creating an emotional connection and reinforcing the value of long-term saving.

While encouraging saving was the easy part, discouraging impulsive withdrawals was more challenging. Teens need freedom, but breaking their stash prematurely disrupts the habit loop. To address this, we introduced Yo-Cash — a hero feature acting as an emergency cash reserve, so urgent needs don’t require dipping into savings.

Additionally, we deliberately designed a subtle friction in the withdrawal flow. This pause encourages teens to reconsider before tapping into their savings — turning a simple digital moment into a gentle lesson in financial discipline.

From day one, Yodaa has focused on being more than just a payment instrument — it’s designed to feel like a trustworthy friend teens can rely on.

We all know that month-ends can be tight for teenagers. To offer a safety net, we created Yo-Cash — a feature that provides 15 days of interest-free credit. This serves two purposes: giving teens easy access to emergency funds when they need a buffer, and discouraging them from breaking into their savings stash for short-term needs.

Taking this a step further, we introduced an innovative concept in the world of credit finance: the tip fee. Instead of charging traditional interest, teens can choose to leave a small token of thanks to Yodaa for using Yo-Cash — as little as ₹10. This keeps borrowing flexible, light, and friendly — just like a real friend who’s always there when you need a little extra help.

Building a smart, financially confident teen community required more than just banking tools — it called for real learning. We designed a dedicated learning module to help teens understand the world of money and pick up life skills that traditional schools often overlook.

We curated some of the best resources from across the internet, covering topics like history, life lessons, and practical finance. To make learning engaging, many of these lessons come with quizzes and reward teens with Yo Coins, turning knowledge into a fun, rewarding experience.

Building a strong community means giving teens meaningful ways to connect and express themselves. We took a step in this direction by introducing a shareable Yodaa Page and a Discover feature to help teens find others with similar interests.

Each teen’s profile page works like a mini personal website — easy to customise, with space to update their bio and link their social handles. This empowers teens to build and showcase their identity within the Yodaa community.

Meanwhile, the Discover feature lets teens connect with like-minded peers based on age, location, and shared interests. Together, these features weave a social layer into the product, helping Yodaa grow into a vibrant, high-trust community of smart, socially engaged teens.

From the moment we launched, we knew we were entering a fiercely competitive space. We monitored every onboarding and every user action closely, identifying gaps and shaping an action plan to address them quickly and effectively.

Some of the key lessons we learned along the way:

Armed with these insights, we wasted no time iterating. Some challenges had no quick fixes, but targeted changes boosted our key metrics noticeably.

We reworked our pricing model and introduced a Freemium plan for basic users. We also shifted the onboarding flow to be teen-driven, allowing teens to complete their parents’ KYC and get their card activated with minimal parental effort. These two changes alone significantly improved our conversion rates.

Referral strategies took more experimentation. After testing three different approaches, we settled on a simple, code-based referral program. Attempts at a FOMO-driven model fell short because the rewards weren’t compelling enough and the steps were too complex.

After a year of operations and onboarding over 1,000 paid users, we decided to pause the product and channel our energy towards tackling an even bigger challenge: venturing into the fascinating, yet uncharted, world of crypto.

For us, it’s still Day One — and the journey continues.

By the time we launched Yodaa, I had grown tremendously from where I first began as a designer. If someone had asked me on launch day whether I was happy, I would have only been half truthful if I’d said yes. But looking back now, I feel genuinely proud of what I achieved for Atlantis and Yodaa.

The launch was crucial — it tested our hypotheses in the real world. We got many things right, and we made our fair share of mistakes. Shipping Yodaa exposed what was broken and highlighted areas that needed urgent attention. We also learned that building non-essential, non-critical features can lead to a product that feels less polished than it should.

But this experience shaped us for the better. As a team, we emerged with clearer priorities and stronger discipline. We made a commitment to ourselves and our users: to build only what customers truly want and need. That lesson continues to guide how I approach every project today.

Building a smart financial app and community for Gen Z, which allowed them to learn, invest, and connect. 

In India and Southeast Asia, this scenario is all too common. Unlike in many Western countries, teens here rely heavily on their parents for daily expenses and often live with them until graduation. Schools focus on sciences and arts but rarely on financial literacy. As a result, young adults enter the real world without a grasp of budgeting, compound interest, or the impact of careful financial planning on their long-term financial freedom.

With Yodaa, teens gain access to smart saving products that reward good financial decisions and responsible habits. They can also access microcredit options to learn healthy borrowing practices early. Beyond banking tools, Yodaa offers a curated learning platform that helps users master the basics of personal finance—flipping the norm of rewarding excessive spending to incentivising financial awareness.

In the fast-moving world of today, we enable GenZ to transact freely and make financial decisions wiser and simpler. The core design philosophy was to increase the

as the user interacted with the product. Each journey was crafted and iterated to delight users.

While encouraging saving was the easy part, discouraging impulsive withdrawals was more challenging. Teens need freedom, but breaking their stash prematurely disrupts the habit loop. To address this, we introduced Yo-Cash — a key feature that serves as an emergency cash reserve, so urgent needs don’t require dipping into savings.

We all know that month-ends can be tight for teenagers. To offer a safety net, we created Yo-Cash — a feature that provides 15 days of interest-free credit. This serves two purposes: providing teens with easy access to emergency funds when they need a buffer, and discouraging them from tapping their savings for short-term needs.

Building on this, we introduced an innovative concept in credit finance: the tip fee. Instead of charging traditional interest, teens can choose to leave a small token of appreciation for Yodaa for using Yo-Cash, starting at ₹10. This keeps borrowing flexible, light, and friendly — just like a real friend who’s always there when you need a little extra help.

Building a smart, financially confident teen community required more than just banking tools — it called for real learning. We designed a dedicated learning module to help teens understand money and develop life skills that traditional schools often overlook.

Armed with these insights, we wasted no time iterating. Some challenges had no quick fixes, but targeted changes significantly improved our key metrics.

Launching Banking App for GenZ, which also teaches finance

Anil's ability to translate ideas into elegant, practical designs consistently adds real value. He brings structure, clarity, and a strong user-centric perspective to every engagement. Working with him has elevated both the quality and direction of our design outcomes.

Kumar Sankaran

Anil’s attention to detail and ability to balance aesthetics with usability stood out in every project we collaborated on.

Increasing the Onboarding Rate by 12%

Anil Nair