B2B Enterprise Fintech Data Viz Shipped

Simplified decision making for $4Bn loan portfolios at India's top SME lender.

Role & Team

Sr. Product Designer (Me), 2 Associate Product Designers, 1 Product Analyst (Client-side)

Methods

User interviews, Heuristic Evaluation, Card sorting, UX/UI, Usability Testing

Challenge

Financial dashboards were central to C-suite workflows, but their information density made patterns difficult to detect.

Impact

Enabled faster, clearer decisions across $6.27B in loan portfolios. Project scope expanded to include 5 additional loan portfolios.

Jump to final design ↓

Context

L&T Finance is India's leading non-banking financial company lending credit to 20M+ businesses.

That's a considerable presence, backed by a $6.27 Billion market cap as of 2025.

Financial dashboards bring together the data needed for the C-suite to make smart loan decisions.

They use it to monitor loan disbursements, identify operational bottlenecks, and analyze trends across loan portfolios.

Before — Rural Business Finance Dashboard

Problem

HOWEVER, the dashboards required users to know where to look to interpret the data effectively.

Tons of financial KPIs with no clear logical structure

I interviewed C-suite and product teams to understand how they interpret data to make decisions.

Understanding technical subject matter through conversations with users & product teams

Insights

It turns out,

C-suite had a clear linear mental model for how they read data — but it didn't match how the dashboard presented it.

User's actual mental model for decision making (linear) vs. how they actually read the dashboard (all over the place)

Additionally

The dashboards were counter-intuitive to the teams' working style — quick and efficient.

Decisions were often made by cross-referencing related data to spot anomalies, which the current design didn't support.

In that case

How might we streamline financial data to help executives cut through the noise and focus on what truly matters?

Design

Narrative driven dashboard that matches how leaders actually think and decide.

Story-like visualizations aligned with user mental models.

Issue
High cognitive load: users had to scan across the dashboard to piece together insights.
Goal
Present core metrics (login → disbursement) as an intuitive, end-to-end funnel.
Choices
Designed a funnel-based KPI narrative that mirrors how users think about the flow. Grouped and ordered KPIs by business priority.

Before

After

Historical trends with benchmark context.

Issue
Users lacked context and had to manually cross-reference past data to make decisions.
Goal
Enable quick trend analysis and show how performance tracks against targets.
Choices
Used the right visualization per data type. Added benchmark indicators to show proximity to monthly and quarterly targets.

Before

After

Actionable insights, not just data.

Issue
Dashboards surfaced metrics but offered no clear takeaways or next steps.
Goal
Help users quickly identify priorities and act without heavy interpretation.
Choices
Provided context and annotations to explain anomalies and guide responses.

After

Impact

Shipped in phases across 5 dashboards.

$6.7Bn

in loan portfolios covered across all shipped dashboards

5×

scope expanded — started with 1 dashboard, ended with 5

Reflection

"It's okay to sound stupid."

Don't shy away from asking even the most basic questions. It might feel awkward or obvious, but those supposedly "stupid" questions often spark deeper discussions. These conversations made the client rethink redundant data and helped me truly understand the purpose behind the numbers.

Next project

Redesigned factory-floor tool to make blue-collar workflows 1.5x efficient. ↗