Overview About Lemon Yellow Llp

HDFC Asset Management Company (AMC) Ltd., or HDFC Mutual Fund, is one of the leaders in the mutual fund domain of fintech. The platform offers a wide selection of investment schemes across various categories. Its reach stretches to 210 branches spread across 200+ cities across India. The main challenge was to tackle the overwhelming jitters in a security-sensitive industry like fintech. Especially, mutual funds. The brief was to simplify the investing journey for existing and new users, while showcasing HDFC Mutual Fund’s industry excellence through their portfolio. Lemon Yellow’s collaboration with HDFC Mutual Fund made way for a website redesign which is engaging, innovative, and simple. Our approach was to kickstart with the existing website’s UX audit, and get familiarized with the areas of improvement. After gathering clear data and insights, the next big step was to create intuitive, simple designs catering to the target audience.  

Credit Rating Information Services of India Limited (CRISIL) is a leading, agile, and innovative global analytics company driven by the mission of aiding markets to function better. A subsidiary of S&P Global, CRISIL provides credit ratings, research, and risk and policy advisory services. During our collaboration with CRISIL, we also gained insights into AU Small Finance Bank (AU SFB), one of India’s largest tech-led small finance bank, which helps rural people grow small-scale businesses. Our goal was to design an engaging bank brochure with a fresh, distinctive look and feel that appeals to the end user. A major challenge was to ensure that the brochure’s content remained clear and easy to read. And finally, we aimed to create an engaging experience that supports the growth of both - the companies involved, CRISIL and AU SFB, as well as the users. To design a brochure that is fresh and engaging, our focus was to capture the essence of AU SFB’s brand identity, and the brand’s users. We built on CRISIL’s established foundation, and aimed to create an enjoyable reading experience with familiar elements that resonate with the user. With the brochure, our desired result was to build user connection with visuals and create a meaningful difference in the reader’s lives.

ArthaOne was born from a vision: to simplify and empower financial independence in India. Drawing from the essence of “Artha,” meaning wealth or purpose, and “One,” meaning simplicity and unity, we crafted a brand identity that is approachable, aspirational, and deeply user-centric, building both - visual appeal and trust. This cutting-edge platform provides users with a holistic view of their investments, savings, and assets - all in one place. Beyond an overview, the platform empowers users to actively manage their finances through smart, personalized recommendations tailored to their behavior, goals, and risk appetite. Through design thinking, fruitful brainstorming, and collaborative development, we built ArthaOne from the ground up to transform wealth management, making it accessible, intuitive, and impactful. Our biggest challenge was designing the user journey from scratch, while creating a brand that would resonate with a diverse user base. A key aspect of this journey was integrating complex financial processes, including the modern Account Aggregator framework, goal-setting features, and a carefully curated behavioral questionnaire, to draw financial personas and deliver personalized recommendations. Our aim was to simplify complex financial processes and offer the users a holistic, mobile-first experience that seamlessly integrates every aspect of their finances.

One of India’s largest trade financing network, Vayana is dedicated to empowering supply chains with accessible and affordable trade credit. By identifying and bridging financial gaps, the company accelerates growth for businesses of all sizes, ensuring every member in the supply chain can thrive in a connected, efficient ecosystem. With Vayana’s Loan Origination System (V-LOS), they help banks, NBFCs, and financial institutions to streamline and fast-track their loan origination and credit approval processes. The V-LOS platform required a complete UI revamp, with a fresh user interface accompanied by elements and layouts designed in alignment with the established brand identity. The challenge was to balance a visually appealing interaction for the users while ensuring a seamless navigational journey throughout the platform.