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As reported by The Economic Times, Simplinvest enables users to invest across mutual funds, ETFs, and more, creating a unified, goal-driven investing experience. Seeing the feature come alive at GFF, after months of design exploration and iteration, was a proud moment for our team at Alien.

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The Beginning: From Research to Realization

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When the ABCD team approached us, they already had a solid foundation. Their product and research teams had completed detailed user and market research, offering us a clear lens into their audience’s goals and pain points. Instead of starting from scratch, we dove deep into this research analyzing behavioral data, flow challenges, and mental models that defined how users interacted with investing tools.

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Our focus was simple: translate these insights into a seamless experience. We worked closely with the ABCD product and design teams, holding daily stand-ups with our designers and their core product stakeholders. These weren’t just status calls they were collaborative sessions where design and strategy met user empathy.

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Our shared goal was to ensure that every interaction felt intuitive, that every visual decision had purpose, and that every step aligned with business, user, and compliance needs.

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The Process: Designing for Confidence

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Investing can feel overwhelming, especially for users new to financial planning. Our approach was to design confidence into the experience. We wanted users to feel guided, not intimidated.

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The first step was defining information hierarchy. Simplinvest offers multiple investment options, but too many choices can create friction. Through iterative wireframes, we crafted flows that guided users to clarity, not confusion. Each screen was designed to simplify decision-making balancing educational cues with clean, functional layouts.

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We also paid close attention to microinteractions and UX feedback loops. Subtle transitions, contextual tooltips, and progress indicators gave users a sense of control and assurance throughout their journey.

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Our visual design language reflected trust and warmth. We adopted ABCD’s core identity and evolved it with calmer tones creating a visual rhythm that felt approachable yet credible. The end result was an interface that invites participation rather than pushes for it.

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Collaboration: Bridging Design and Strategy

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Working with the ABCD team felt natural. We shared a mutual belief that design is not decoration it’s decision-making with empathy. Together, we explored complex flows and edge cases with precision

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Every challenge became a shared learning moment. We often describe design as bridge-building between what users need and what businesses aim for. This project embodied that philosophy. It was not about choosing between usability and compliance, but crafting harmony between them.

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At Alien, we believe that good design simplifies the complex. In Simplinvest, that philosophy found its perfect canvas. As ANI News reported, ABCD’s new suite of features showcased the brand’s vision for making digital finance inclusive and easy to navigate. We were honored to have contributed to that vision through design.

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Reflections: A Launch That Resonated

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Standing at the ABCD booth during GFF, surrounded by the buzz of fintech innovations and product showcases, we couldn’t help but reflect on how far this journey had come. Seeing Simplinvest go live was both humbling and energizing. It reaffirmed our belief that great products are built through shared intent.

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The event wasn’t just a launch it was a milestone in our ongoing partnership with ABCD. As PTI News highlighted, the platform’s commitment to digital innovation aligns with India’s growing fintech movement, which continues to redefine how people invest, save, and manage their money. Being part of that movement, even in a small way, felt deeply meaningful.

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The journey also reminded us that designing for fintech is about designing for trust. Every tap, transition, and tooltip contributes to how users perceive credibility and ease. It’s a craft that requires both strategy and sensitivity.

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We’re grateful to the entire Aditya Birla Capital Digital team for their openness, passion, and trust throughout this collaboration. Simplinvest isn’t just a feature it’s a shared vision made tangible.

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As we look back on this collaboration, we carry forward the lessons of clarity, empathy, and co-creation. And we’re excited to continue building with brands that share our belief in designing what matters most. Explore more of our work in fintech design and beyond at .

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