SAMSR
ROLE
UI/ UX Design intern
UX flows
Wireframing
UI design
Usability testing
Due to NDA restrictions, this case study focuses on the design process, problem-solving approach, and outcomes, not proprietary screens or business data. All visuals presented are conceptual representations.
SKILLS
TEAM
CONFIDENTIALITY NOTE
TIMELINE
Designing a Family-Centric Finance Experience & Internal Analytics System
Case study
5 min read
April-July 2025
iii Consulting was building a family-first finance management experience: Samsr, an app that brought together:
Linked family profiles
Centralized KYC storage
Daily finance-related tasks
Multi-profile viewing and permissions
During my internship at iii Consulting Pvt. Ltd., I worked as the primary UI/UX designer on two interconnected products:
Goals
Overview
UNDERSTANDING THE OPPORTUNITY
Understand how families currently manage documents, permissions, and daily financial tasks to identify the gaps.
Where families struggle today
Across early interviews with High Net Worth Individuals (HNIs), a consistent pattern emerged:
Financial information is scattered across apps, accounts, and family members
KYC documents are repeatedly requested by different banks or platforms
Parents and children manage finances separately, causing friction
There is no unified view of transactions, tasks, reminders, or responsibilities
A single question guided the project:
01
How might we design a finance ecosystem that reduces mental load and helps families stay coordinated, secure, and informed?
Samsr (Family Finance App)
Family-linked accounts, centralized KYC storage, daily task management, and multi-profile viewing.
GTGT (Internal KPI Analytics Tool)
10+ dashboards, drill-down KPI tables, and date-range reporting for teams handling growth, installs, and daily operations.
Who we designed for
RESEARCH AND INSIGHTS
INFORMATION ARCHITECTURE
We ran 3 rounds of moderated usability testing with HNIs and household decision-makers (ages 32–58).
From these sessions, three themes emerged:
Bringing scattered family workflows under one system
1. Access control must be simple
Different family members need different permissions:
“I want my son to see his expenses but not my mutual funds.”
2. KYC fatigue is real
Users wanted one secure space storing all family KYC documents.
3. Trust and clarity
Users wanted fewer “finance jargons” and more step-by-step explanations.
4. Tasks often get lost between apps
Daily reminders exist in WhatsApp, calendars, and diaries, but none integrate with finances.
02
03
Family-linked profiles
KEY DESIGN DECISIONS
Families needed visibility without losing control.
This led to…
Clearer mental models and smoother conversations around spending, saving, and responsibilities.
I included:
Parent/child profile types
Adjustable access levels
Shared vs private modules
One dashboard summarizing everyone’s activity
04
Centralized KYC vault
The challenge:
Each bank, insurance, or investment app asked for KYC repeatedly.
Impact:
Reduced the most painful friction point identified in testing.
So I designed:
One encrypted repository for all family documents
QR-based share or timed-access links
Auto-expiry reminders for renewals
Tasks and daily management
The insight:
Users didn’t want another to-do app, they wanted reminders tied to money.
Outcome:
Testing showed higher task completion rates when tied to monetary actions.
So I designed:
“Finance-linked tasks” (e.g., pay rent, renew insurance, top up SIPs)
Shared tasks for family coordination
Quick actions for monthly recurring items
Designing GTGT: The Internal Analytics System
GTGT APP FOR INTERNAL TEAM
Though separate from the family app, GTGT was essential for business reporting.
Enable teams to track sign-ups, installs, deposits, paid logins, and other KPIs quickly and accurately.
05
Goal:
Data inconsistencies across teams
Too many Excel files and manual reporting
No standard KPI visualization
Difficulty filtering by date ranges
Problems identified:
10+ dashboards (Sign-ups, Installs, FTPUs, Deposits, Paid Logins)
Draggable date picker for flexible filtering
Scrollable tables with frozen columns
Clear color-coded KPI states
Modular card-based layouts for scalable metrics
Result:
Faster reporting cycles
Better team alignment
Stronger data-driven decision-making
This helped the team to improve:
Who we designed for
RESEARCH AND INSIGHTS
INFORMATION ARCHITECTURE
We ran 3 rounds of moderated usability testing with HNIs and household decision-makers (ages 32–58).
From these sessions, three themes emerged:
Bringing scattered family workflows under one system
02
03
We conducted 3+ rounds with HNIs
What I learned
ITERATIONS AND TESTING
FINAL TAKEAWAYS
Several improvements emerged:
Simplified navigation from 5 tabs → 3 core modules
Clearer distinction between shared vs private tasks
Revised terminology for financial actions
Reduced visual noise in KPI tables
Optimized row spacing for dense financial data
Each round brought us closer to a system that felt intuitive and trustworthy
Finance flows demand extreme clarity, especially for multi-profile families
Permission-based design requires deep research and iteration
Internal tools (like GTGT) need as much UX care as user-facing apps
Cross-team communication accelerates decision-making
06
07
If I had more time I would..
Run more accessibility audits
Test cross-language localization for Indian users
Expand KPI dashboards with predictive analytics
Introduce onboarding flows tailored to financial literacy levels
Reflections
CLOSING
Samsr challenged me to design for trust, clarity, and collaboration, the three pillars essential for financial products.
While NDA restricts sharing screens, the journey of shaping the product’s structure, flows, and analytical systems taught me the importance of designing ecosystems, not just interfaces.
08
©
Nitya Gaddala
2025
A unified information architecture connecting finances, profiles, tasks, and KYC, structured for clarity, permission control, and multi-device use
A KPIs(reference) screen with random values to get a glimpse of the result
First few iterations reference for KPIs and home screen for better understanding
Product Manager
Dev team