Abhi is a pioneering Early Wage Access (EWA) platform designed to provide employees with seamless access to their earned wages before payday.
Our Role
We worked with Abhi to create a trustworthy Brand Identity and an intuitive and accessible digital experience that catered to users across all socioeconomic backgrounds. Experience was designed for four crucial stakeholders across the service journey: Admin Portal, Employee App, and the Employer Web Portal.
Understanding the Landscape
A research-driven approach was adopted to understand the local context and user behavior surrounding short-term borrowing, ensuring the platform was relevant and impactful:
Local Financial Behavior: How individuals in different income brackets manage cash flow and access credit.
Digital Literacy & Accessibility: The varying levels of comfort users had with digital platforms, ensuring the solution was intuitive for all.
These insights shaped the foundation of Abhi, ensuring that the experience was structured around real user needs.
Designing for Simplicity & Transparency
Abhi was crafted as a frictionless, user-friendly platform that put clarity and ease of use at the forefront. The design focused on:
A Guided Experience: A step-by-step approach that ensured users understood the process and could navigate it with confidence.
Transparency in Transactions: Clear breakdowns of available funds, repayment details, and fees to establish trust and reliability.
Convenient Oversight: Easy Dashboard-based monitoring of employee borrowing and repayment status for employers.
Efficient Portfolio Management: Quick and easy monitoring of onboarding, receivables, and customer profiles for effective lending management.
A Mobile-First Approach: Optimized for smartphones, ensuring accessibility for a digitally active user base.
Each element of the design was carefully structured to reinforce the core message: financial empowerment and ease of access.
Building a Brand Rooted in Simplicity & Reliability
Beyond functionality, Abhi’s visual and brand identity played a crucial role in fostering trust. The brand was designed to:
Resonate Across Demographics: A welcoming and straightforward visual language that felt accessible to all users.
Communicate Dependability: A strong yet simple identity that assured users they were engaging with a secure financial service.
Every touchpoint, from the app interface to the messaging, was designed to create a cohesive and reassuring experience that users could rely on.
Impact
By blending research-driven insights, intuitive design, and a compelling brand identity, Abhi successfully redefined the Early Wage Access experience.
The improved designs and strong brand were reflected in Abhi’s success in raising $2 million in their seed round, with further rounds coming in at a valuation of $90m.
Looking further down the road, the MVP designed set a strong foundation for Abhi to expand and build an ecosystem for other products.
