Jio Finance
Overview
Design Systems Leadership
Product Principles Framework
Cross-Platform Coordination
Team Management
Financial UX Strategy
Overview
As the Principal Product Designer at Jio, I was responsible for aligning fragmented financial experiences across Jio’s growing suite of services — including Tax, Loans, Payments, and Investments. This case study covers my end-to-end process of driving cross-platform consistency, designing a scalable system, and improving usability through a shared design language.
Role: Principal Product Designer
Platforms: Jio Tax, Jio Loans, Jio Pay, Investment Tools
Scope: Design Systems · Team Leadership · Product Principles · Cross-Platform Coordination
The Problem
Each Jio financial product was designed in isolation, leading to inconsistent patterns, visual dissonance, and confusing interactions. Users navigating from one product to another faced different layouts, components, and terminologies. Internally, this siloed structure led to duplicated work, inefficient design-to-dev handoffs, and slower release cycles.
The Goal
To create a unified design system that:
- Delivers consistent UX across all financial products
- Accelerates feature delivery with reusable components
- Establishes a shared visual and interaction language for all teams
- Enhances user trust and product usability
Research & Discovery
To create a unified design system that:
- Reviewed 42+ flows across the four platforms
- Conducted 18 stakeholder interviews with PMs, engineers, designers
- Identified 35+ unique color variables, 22 typography styles, and 16 different button styles
- Mapped complete cross-platform user journeys
UX strategy
To solve this, I introduced a three-pronged strategy:
- Design System Foundation — Built a tokenized and theme-able design system in Figma
- Cross-Platform Principles — Defined core UX principles to ensure alignment
- Scalable Collaboration — Set up governance and onboarding for designers and devs
Design System Execution
- Created a library of 50+ components with responsive variants
- Standardized spacing, typography, and elevation tokens
- Integrated components in Storybook and live docs for developer sync
Solution
Established a unified design system and product principles framework across the entire Jio Finance ecosystem, coordinating multiple design teams to deliver cohesive experiences
Leadership Approach
- Led design strategy across 4 financial verticals simultaneously
- Established shared design principles and component libraries
- Coordinated 7+ designers across product teams
- Created scalable frameworks for rapid product development
1. Unified Design System for Jio Finance Ecosystem
Created a comprehensive design system spanning Jio Pay, Jio Loans, Jio Tax, and investment platforms. Established shared component libraries, interaction patterns, and visual language that maintained consistency while allowing product-specific customization.
2. Product Principles Framework & Team Coordination
Defined core product principles: Trust, Simplicity, and Accessibility. Led weekly design reviews with cross-functional teams, established design handoff processes, and created documentation standards that enabled seamless collaboration across multiple product verticals.
3. Jio Tax: End-to-End Filing Experience
Designed complete tax filing journey from document upload to return submission. Created intuitive progress tracking, smart form validation, and error handling patterns. Coordinated with tax experts and engineers to ensure compliance while maintaining user-friendly interactions.
4. Jio Loans: Streamlined Application Flows
Redesigned loan application processes across personal loans, home loans, and business credit. Implemented progressive disclosure, eligibility calculators, and status tracking systems. Worked with underwriting teams to balance regulatory requirements with user experience.
Impact
60% faster product development cycles
85% reduction in design inconsistencies across platforms
40% improvement in user task completion rates
Unified experience across 4 financial verticals
Scalable framework for future product launches
Design Leadership at Scale
The breakthrough wasn't just creating better individual products — it was building a design organization that could operate efficiently across multiple financial verticals. By establishing shared principles and coordinating team efforts, we created a foundation for sustainable growth.
The unified design system and team coordination model became the blueprint for Jio Finance's continued expansion, enabling rapid market entry while maintaining design quality and user trust across all financial touchpoints.
This approach to design leadership and systems thinking has become the standard for how Jio approaches new financial products, ensuring consistency and quality at scale.