Fi Money : Takes new approach in UX by gamifying the connecting accounts journey
LOCATION
Bengaluru, Karnataka
AUTHOR
Shubhank Sharma
DATE
15th November, 2025
Bengaluru, Karnataka – The A&A Business unit of Fi took over the account connection part of the app and delivered a fresh user experience addressing all the previous user problems. At the same time, it reduced a massive number of CX incoming calls.
This update was in the pipeline for so long, waiting to be picked up, but the time constraints on other projects and business needs put it on side line.
But when the Wealth Builder was being made by the A&A team, this project became a key part of it.
To use this new product, the user will need to connect their investment accounts, and that's what businesses also want. But at the time, the flow that was live on the app wasn't made for this reason.
Hence, came the time……
As connecting multiple accounts is a long and boring process, taking a lot of time.
For the v0, it was decided that we will flow an approach of gamifying it.
Which was motivating users to start the journey and keep providing some rewards as they completed steps and finally revealed the main goal for which they started the journey in the first place.
What did they make?
As the work on this started, the tech team delivered great news that we can automate a lot of these things at the same time, like auto-read the messages and not take the user to the OTP screen itself.
Keeping in mind that 95% of the Fi users are Android users. So, the call was taken that the team will automate everything for the Android users and optimise the same flow for iOS users.
The difference just being that iOS users will have OTP screens, as message reading is not allowed in iOS.
RESULT
The result was a fresh new look to the order screen with new features to give more power to the user.
As the Wealth Builder product is built and evolves over time, it was recognised that this flow will need to evolve with it. To keep it relevant to the users, the update in content or flow itself will be required.
But this was acknowledged when this project was picked to work on. Keeping in mind all these aspects and making it expandable to other BUs and for the future, this flow was made. Making it easier to update the content and the components from the developer's side without requiring a lot of bandwidth from them.
What's next?