Kiran, a Senior Credit Manager at Ashv Finance, brings over a decade of experience in finance, handling credit assessments, loan approvals, and coordination with sales teams. A commerce graduate from a government college, he is fluent in both vernacular and English. Married with two kids and caring for his aged parents, he balances a demanding job with family life. To save time, he commutes by bike and often works late nights and weekends. Dedicated and meticulous, Pruthvi navigates the fast-paced world of finance with pragmatism and precision.

Based on the insights gathered from our research, we created detailed journey maps for each persona, capturing their goals, pain points, and key interactions across the touchpoints. This helped us visualize the end-to-end experience and identify meaningful opportunities for design improvement.

Ravi is a dedicated Relationship Manager who hustles to meet monthly targets while balancing personal responsibilities. Living in Bengaluru for work, he visits his wife, daughters, and elderly parents in Gulbarga every month. Despite the pressure of closures, manual paperwork, and high ROI hurdles, he remains jovial and energetic, though he hides the stress. Not tech-savvy, he relies on intuition, people skills, and his manager’s support to navigate tough cases. He dreams of becoming a Branch Manager but struggles with manual processes, last-minute dropouts, and intense performance pressure.

Based on the insights gathered from our research, we created detailed journey maps for each persona, capturing their goals, pain points, and key interactions across the touchpoints. This helped us visualize the end-to-end experience and identify meaningful opportunities for design improvement.

Deepa is a dedicated and meticulous Operations Executive who ensures seamless loan disbursals while juggling manual processes, coordination issues, and last-minute pressures. She took up this job to become financially independent and provide a better future for her son. Despite working in a fast-paced, high-pressure NBFC environment, she sticks to policies and prefers structured, predictable workflows. Month-end is a nightmare for her due to overloaded cases, delayed approvals, missing documents, and security concerns when working late. She has worked on advanced LOS systems like Perfios and Newgen, making it frustrating to handle manual, redundant tasks in her current role. Though she is tech-savvy, she doesn’t trust new systems easily and likes to gradually adapt to changes.

Based on the insights gathered from our research, we created detailed journey maps for each persona, capturing their goals, pain points, and key interactions across the touchpoints. This helped us visualize the end-to-end experience and identify meaningful opportunities for design improvement.

Sanya is a seasoned support operations expert who has spent over a decade resolving customer queries, managing legacy LOS systems, and improving service quality. She is the go-to person for troubleshooting but often finds herself answering the same queries repeatedly, despite creating detailed guidebooks. Her work is overwhelming, tracking customer requests manually via Excel and handling oral requests from colleagues, leading to errors and inefficiencies.

She works even on weekends and holidays, ensuring seamless loan processing and customer query resolution. She advocates for automation, having worked with ZOHO & LeadSquared, and pushes for a CRM system to streamline her team’s workflow. With rising customer impatience, she believes self-service options in apps and portals could ease the burden. She aspires to lead at a higher level, leveraging her deep industry knowledge and customer insights.

Based on the insights gathered from our research, we created detailed journey maps for each persona, capturing their goals, pain points, and key interactions across the touchpoints. This helped us visualize the end-to-end experience and identify meaningful opportunities for design improvement.

Vijay started his business with just ₹30K and, through hard work and perseverance, has grown into a reputed wholesale trader catering to top brands like Cloud9, Apollo, Jain, Akshayapatra, Iskcon, Motherhood, and Fortis. His day revolves around client servicing, managing logistics, and ensuring timely deliveries. Vijay is a practical and patient businessman who is always on call, even while driving. He supervises every aspect of his operations, finding it hard to trust others, as his reputation is built on reliability. While he has an admin for accounts and calls, he personally handles finances, deliveries, and critical business decisions, often working till 9 PM or even later during festive seasons.