Design for a FinTech Startup
Bankit - A Case Study in Digital Payment Solution Systems in India
By: Dhun Patel
What is Bankit?
A fintech brand, Bankit is a UPI enabled hassle-free, assisted payment solution system for money transfers, domestic remittances, recharges, travel bookings and bill payments backed by Aadhaarshila, a company credited with being part of the Aadhaar implementation in India.
In the brief, Bankit was conceptualised as a single gateway service for myriad users. The target audience comprised of end users as well as channel partners:
Young urban consumers, familiar with technology and digital wallets
Under-banked consumers predominantly semi-urban / migrant population
Retailers and young entrepreneurs looking for a supplementary income
Develop the branding, interface for the digital platform, and marketing communication for the launch of the new brand.
As we began mining data to understand the consumer and competitive environment, our insights revealed that the needs of the two end user target groups differed considerably.
While young urban consumers were well-versed with the concept of digital wallets and used these efficiently to their advantage, the under-banked sector needed help to navigate the world of digital banking services. In effect, we were faced with two diverse groups.
Given that both these groups sought different solutions, we worked with the client to split the bouquet of services to suit the needs of each consumer group, leading to the development of two separate brands:
Cashnow for the tech-savvy urban group with digital remittances and value-added services
Bankit, to address the basic banking needs of the under-banked sector, with its services offered via an assisted model delivered by the channel partners (retailers), through a network of retail stores and kiosks
Once we established the need for two brands, we set about defining the visual strategy for each brand independently.
Building Brand Bankit
During the course of our research we observed that while basic banking facilities and hassle-free daily banking transactions were essential for consumers, top-of-mind for this target group was the factor of security. It was vital for users to instinctively trust the brand, an issue we addressed with the brand name and identity.
Using the word ‘Bank’ in the name of the service enabled us to create instant recognition and understanding for the brand offerings, while leveraging the trust that people have built in banking institutions over the years.
The identity was made using a lock and a finger print. This unit was designed to deliver the subliminal message that the platform is secure, and transactions carried out are safe. It also complemented another vital fact about Bankit, i.e. its services are linked to consumers’ Aadhar cards and biometrics on account of being an Aadhar Enabled Payment System (AEPS). Blue was our choice of colour since it is scientifically known to induce feelings of trust, stability and expertise; all qualities that the banking and financial sector seeks to be associated with.
We adopted a bilingual strategy for the brand identity unit, which comprises of English and one other language, Hindi or regional. The identity for each of these languages has been designed with a lot of thought, where font selection and refinements were made to be in line with the character of the English script.