JioFinance · Product Design · Home

Rethinking Home for a growing financial ecosystem.

JioFinance was growing beyond payments into banking, lending, investments, insurance, rewards and money management. I worked with the team to rethink what Home should actually do — and how it could stay useful as the ecosystem continued to grow.

RoleLead Product Designer
ScopeHome · Explore · Navigation
FocusIA · Personalisation · AI
CollaborationProduct · Design · Engineering
Challenge

Home was solving too many problems at once.

The existing Home had grown organically as new products and business needs were introduced. Payments needed quick access. Loans and investments needed discovery. Partner products needed visibility. Rewards needed engagement. New money-management features also needed a place to live.

The problem wasn't simply that Home was long. Home didn't have a clear job anymore.

Existing JioFinance Home screens showing promotions, transactions, products and quick actions all competing for visibility
Behind the scenes

There were competing needs behind every screen.

This wasn't a clean redesign brief. The team was balancing product visibility, customer relevance, engagement features, partner requirements and a new AI-led way of navigating the app.

Business visibilityA growing catalogue still needed to be easy to find.
Customer relevanceShowing every product to every user made Home less useful.
EngagementTrack My Finances, FFR, Credit Score and other tools needed visibility too.
New navigationShould users browse everything — or simply ask JioFinance?
JioFinance Home on a phone, with promotions, products and quick actions competing on one screen
Early thinking

Before Figma, we worked through what Home should become.

Some of the earliest thinking happened on paper. We were questioning the basic structure — what stays global, what belongs on Home, where AI should live, and how users move between Home, Explore and the rest of JioFinance.

At this stage, I wasn't trying to design the final UI. I was trying to make the product model clearer.

Early paper sketches exploring Home, Explore, Ask and what stays global
References

We looked at how large ecosystems handle discovery.

We looked beyond financial apps at products that already manage large ecosystems. The interesting pattern wasn't visual. It was how they separated frequent actions from discovery, used context to surface relevant content, and avoided putting their entire catalogue on the first screen.

Revolut, Paytm, PhonePe and Groww screens showing how large fintech products handle discovery

What belongs on Home, what belongs in Explore, and what can AI help the user find?

Defining the roles

Home and Explore needed different jobs.

Home

Personal and contextual.
“What matters to me right now?” Money, ongoing journeys, relevant opportunities, rewards and things that need attention can come forward.

Explore

Broad and predictable.
“What can I do with JioFinance?” A place to intentionally browse the wider product ecosystem.

JioFinance Home and Explore: a personal Home with spending context and Ask, alongside a broader product catalogue
Exploration

Getting there took several rounds.

One of the earlier directions still gave a lot of Home to product discovery. It brought JioPoints, promotions, Explore, recommendations and earning opportunities together, but it was still asking one screen to do too much.

Iteration 01: Home centred on discovery, with a promotional header, Ask me anything, and shop by products
Iteration 02: Home as an actionable financial view with continue journeys, rewards, and products on the surface
The feedback kept pushing the model, not just the pixels.

Make product discovery clearer. Give “For You” a stronger role. Keep “Ask me anything” available throughout the experience. Show the breadth of products without turning Home into a catalogue.

A key product tension

Should Home show what the business wants to sell, or what the user is likely to need?

Two Home directions side by side: a product-led Shop by Products layout, and a user-led Home based on behaviour and eligibility

The direction moved towards both: stable ways to discover products, with contextual recommendations around them.

Final direction

Home became a mix of stable structure and changing context.

The later direction gave each part of Home a clearer role instead of asking every module to compete equally.

Final direction: Home with Ask me anything and Explore products, a dedicated Explore products screen, and a setup flow with AI assistance
OpportunitySurface something particularly relevant instead of a generic promotion.
ValueCashback, JioPoints and value earned stay visible.
ProductsA predictable route to important products remains.
ContinueJourneys already started don't disappear.
Understand your moneyMoney-management tools get a clear place.
Earn moreRelevant cashback and JioPoints opportunities have their own role.
Outcome

We started with a homepage redesign. We ended up defining the relationship between Home, Explore and AI.

The work gave us a clearer model for how JioFinance could grow without continuously adding more sections to Home.

HomePersonal and contextual — what matters now.
ExplorePredictable discovery — the wider ecosystem.
AIAnother way to reach what you need without knowing where it lives.
NavigationA stable structure connecting the ecosystem.

The hardest part wasn't designing another Home. It was deciding what didn't need to be on Home at all.

back to jiofinance →
JioFinance · Product Design Vasanth Ramachandran