Abhi Finance

Building out fintech solutions,
driven by User Research

Services

Branding, UI/UX Design
0 +

Companies onboard

$ 0 m

Valuation

Introduction

HOW IT BEGAN

Our client, Abhi, approached us during their journey towards solving the financial health problem for Pakistan’s salaried class.

problem we were trying to solve

With less than 2 million people in Pakistan having access to formal lines of credit, the team at Abhi saw an opportunity to provide early access for employees to their earned wages.

our role

We partnered with the team at Abhi to create a product design and visual identity that resonates with their users, and will be easily recognised in the tech ecosystem.

Building out solutions

The team identified four channels that were crucial to
successful product delivery – Admin Portal, Employee
App, and the Employer Web Portal. Abhi and Designist
collaborated to develop and filter the feature list that the
ultimate product would consist of.

Successful fintech
products are driven by
user research that goes
into how users interact
with financial products.

Our team utilised a mixture of design techniques to iterate on how users would interact with this platform. We used a mix of:
  • User interviews
  • Paper wireframing
  • Interactive prototype
  • A/B tests with target users
    • Viewing the problem statement from a localized lens has been very important in achieving a solution that has high product-market-fit.

    Brand Identity

    Multiple branding sprints were held with Abhi, where the
    two teams collaborated on the companies outlook, their
    vision, and how that was to resonate with users –
    resulting in the overarching design system.

    Logo Structure

    Our Art Director was involved in developing several iterations of a logo for Abhi. This started with ideation, sketching on paper, and once the direction was chosen – they moved towards digitization.

    The finalised logo incorporates the companies name “Abhi” – which translates to “right now” in English. This is personified by the inverted triangle – making the viewer feel “in the moment”.

    Brand Colors

    Brand Fonts

    The Outcome


    Abhi raised $2 million in their seed round, with further rounds
    coming in at a valuation of $90m. They were also selected to be
    part of Y-Combinators Summer ‘21 batch – being only the second
    Pakistani fintech to be selected for YC’s summer batch.

    Our partnership with Abhi has been fulfilling, and their journey is
    just getting started – watch this space!

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