BACK TO HOME
RUPEIA · INTERNSHIP
Internship · Fintech · 2025
Goal-First
Redesigning Rupeia
Redesigning Rupeia for How People Actually Think About Money
ROLE
Product Designer
DURATION
Jul - October 2025
TYPE
UI/UX Designer + Graphic Designer
STATUS
In Development
01 ABOUT THE PROJECT
What is Rupeia?
Rupeia is a fintech startup building a goal-first investing platform for the millennial investor — competing in the same space as Angel One and Groww, but with a fundamentally different bet: that people invest better when they're investing towards something.
The app has three core pillars: Pulse monitors your investment portfolio in real time. Goals enables goal-first investing — you pick what you're saving for and the app builds your SIP around it. Wealth+ gives you tools to actively grow your wealth beyond your goals.
02 THE PROBLEM
Version 1 was a starting point. Not a product.
When I joined Rupeia, V1 existed — but only barely. It had default screens with no real flow connecting them, a colour palette that felt dated and misaligned with the audience, and no explanation of how the app's core features actually worked together.
The CEO's brief was clear: rebuild this into something that could compete. Something that felt modern, trustworthy, and approachable enough for a millennial who's never invested before — but credible enough for one who has.
No cohesive user flow — screens existed in isolation with nothing connecting them.
The colour palette needed a complete overhaul to appeal to a Gen Z and Millennial demographic.
The Goals feature — Rupeia's biggest differentiator — had no explanation layer.
Complex financial data needed to feel approachable to a Gen Z and millennial audience — many of whom were first-time investors with no prior experience.
03 MY APPROACH
I started with what the user needed to understand, not just see.
Before opening Figma, I asked one question: what does a first-time millennial investor actually need to feel confident enough to start?
The answer wasn't more data. It was a story.
"Fintech apps drop users into dashboards full of numbers and expect them to figure it out. Rupeia's differentiator was the goals model — but if users didn't understand how a goal translated into a SIP, into a fund, into an actual financial journey, the feature was meaningless."
That became the design principle I kept coming back to: every screen should move the user one step closer to confidence, not confusion.
04 THE WORK
From the homepage to the entire goals flow,
built from scratch.
THE HOMEPAGE
Restructuring the entry point
I redesigned Rupeia's homepage to lead with the three core features — Pulse, Goals, and Wealth+ — giving each equal visual weight while establishing a clear hierarchy. News and blogs were brought in below as supporting content. The layout guides a new user naturally from awareness to action.
Homepage to Goals — end-to-end flow
Goals
Goal-first Investing
Products
Start your investment journey today!
Nifty 50
-0.82%
Nifty 500
-1.05%
Rupeia
Pulse
Start monitoring you investments now!
Wealth +
Increase your wealth
Blogs
News
Stories that shape your portfolio
Stories that shape your portfolio
PHARMA
NUTRITION
Actylis Limerick - Strengthening Partnerships with a Biopharma CDMO
Pharmaceuticals are characterized by several analytical techniques to confirm their identitfy and describe their quality. Purity, potency, and assay are common approaches used to quantify how much of an active pharmaceutical ingredient (API) is in a drug substance, but what do these values actually tell us? Each of these results is determined by different factors, and it is important to understand the differences between them and the limitations of each approach.
Read More
PHARMA
NUTRITION
Actylis Limerick - Strengthening Partnerships with a Biopharma CDMO
2ND AUGUST 2024
Pharmaceuticals are characterized by several analytical techniques to confirm their identitfy and describe their quality. Purity, potency, and assay are common approaches used to quantify how much of an active pharmaceutical ingredient (API) is in a drug substance, but what do these values actually tell us? Each of these results is determined by different factors, and it is important to understand the differences between them and the limitations of each approach.
Read More
Market Trends
IPO
Mutual Funds
Cryptocurrency
Economy
Banking
Government Policies and Budget
Gold and Silver
Homepage
Goals Listing
Startup Goals
Fueling Your Startup Dreams
From a spark 💭 to launch day 🎉, smart investing powers the journey.
Seed capital target ₹15L.
The Dream
₹25K/month saved over 5 years.
The Journey
Launch day with investors onboard.
The Reward
Tell us your duration
15 years
25 years
1 year
Tell us your budget
₹2,00,000
₹50,000
₹10,00,000
Pro Tips
₹32
Lakhs
Invest in an MBA abroad to grow your earning potential.
Continue
Goals Inner Page
Investment
Select Funds
See All Funds
DSP ELSS Tax Saver Fund
18.76%
3Y CAGR
DSP ELSS Tax Saver Fund
18.76%
3Y CAGR
DSP ELSS Tax Saver Fund
18.76%
3Y CAGR
Monthly SIP
₹55,000
Expected CAGR
18.76%
Goal Duration
3 years
Start Investing
Asset Distribution
29%
22%
10%
7%
12%
Large Cap
Small Cap
Fexi Cap
Mid Cap
Debt
Gold
29%
23%
10%
7%
12%
18%
Benefits
Tax Optimization Reports
Get actionable tips to reduce taxes and increase returns.
Investment Opportunities
Access curated funds designed for your risk profile and goals.
24/7 Portfolio Review
Stay in control with real-time monitoring and alerts.
Smart Rebalancing
Automatically adjust investments to keep your portfolio aligned with your goals.
Dedicated Relationship Manager
Expert advice and support whenever you need it.
Portfolio Growth
Continue
₹1L invested for 10 years could become ₹5,42,800 (18.4% p.a)
Past performance based on back tested data Disclaimer
100%
50%
14,000 | 3Y
25%
Investment Page
Portfolio listing to fund detail — full drill-down flow
Portfolio
Portfolio Value
₹1,45,000
Invested Amount
₹1,32,000
Total Returns
+45,000 (5.67%)
All
Vehicles
Retirement
Wealth+
Wealth+
Green Energy Fund
Invested ₹1,22,000
₹1,32,000
(+2.31%)
Green Energy Fund
Invested ₹1,22,000
₹1,32,000
(+2.31%)
Green Energy Fund
Invested ₹1,22,000
₹1,32,000
(+2.31%)
1D
1W
1M
3M
6M
1Y
3Y
5Y
Your Holdings
Portfolio Listing Page
Portfolio Inner Page
Portfolio Inner Page
Portfolio Inner Page
40K
10K
1K
few hours ago
Discover
News from all around the world
All
Gold
Finance
Community
Business
If you’ve put all your money in Indian Markets, then you’re in trouble: Sharan
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters,
Read More
If you’ve put all your money in Indian Markets, then you’re in trouble: Sharan
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters,
Read More
few hours ago
40K
10K
1K
News Page
Blogs Page
Blogs
All
Gold
Finance
Community
Business
Contents
If you’ve put all your money in Indian Markets, then you’re in trouble: Sharan
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using 'Content...
Inflation is crazy
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using 'Content...
Frequently Asked Questions
It is a long established fact that a reader will be distracted by the readable?
It is a long established fact that a reader will be distracted by the readable?
It is a long established fact that a reader will be distracted by the readable?
It is a long established fact that a reader will be distracted by the readable?
It is a long established fact that a reader will be distracted by the readable?
By: Urvashi Lakhmani
LinkedIn - Urvashi Lakhmani
few hours ago
40K
10K
1K
Blogs Inner Page
All Investments
Goal
Wealth+
SIP
*Total SIP Amount
Total SIP Amount
₹4,35,000
Invested Amount
Profit
Invested Amount
₹1,32,000
Total Returns
+45,000 (5.67%)
Goal #1
Goal Amount Left
₹1,32,000
Monthly SIP
₹6,000
Months Invested
6/12
Invested Amount
₹6,000
Profit & Loss
₹2,000
+20%
Goal #2
Goal Amount Left
₹1,32,000
Monthly SIP
₹6,000
Months Invested
6/12
Invested Amount
₹6,000
Profit & Loss
₹2,000
-12%
All Investments
Goal
Wealth+
SIP
*Total SIP Amount
Total SIP Amount
₹4,35,000
Invested Amount
Profit
Invested Amount
₹1,32,000
Total Returns
+45,000 (5.67%)
Goal #1
Goal Amount Left
₹1,32,000
Monthly SIP
₹6,000
Months Invested
6/12
Invested Amount
₹6,000
Profit & Loss
₹2,000
+20%
Goal #2
Goal Amount Left
₹1,32,000
Monthly SIP
₹6,000
Months Invested
6/12
Invested Amount
₹6,000
Profit & Loss
₹2,000
-12%
SIP Inner Page
Blogs Inner Page
All Investments
Goal
Wealth+
SIP
*Total SIP Amount
Total SIP Amount
₹4,35,000
Invested Amount
Profit
Invested Amount
₹1,32,000
Total Returns
+45,000 (5.67%)
Goal #1
Goal Amount Left
₹1,32,000
Monthly SIP
₹6,000
Months Invested
6/12
Invested Amount
₹6,000
Profit & Loss
₹2,000
+20%
Goal #2
Goal Amount Left
₹1,32,000
Monthly SIP
₹6,000
Months Invested
6/12
Invested Amount
₹6,000
Profit & Loss
₹2,000
-12%
THE HOMEPAGE
Redesigning for the investor who's just getting started
V1's colours weren't working. The aim was to match the visual energy of modern investment platforms. We shifted to a deeper purple palette with high-contrast whites, giving the app a premium but approachable feel. I designed all new screens in this updated system, creating consistency across the entire product.
THE COLOUR PALETTE
PRIMARY
Brand purple
#3D00B7
CTA, active
states
Purple dark
#2E008A
Hover / pressed
Purple mid
#6B3FD4
Secondary
actions
Purple pale
#EDE8FF
Chips, tags, tints
NEUTRALS
White
#FFFFFF
Card
backgrounds
Off-white
#F9F9FB
Page
background
Surface
#F2F0F7
Input fills
Border
#E0DCEE
Dividers
Text primary
#1A1A2E
Headings
Text secondary
#6B6880
Body copy
FUNCTIONAL
Success
#1DB97A
Positive returns
Danger
#E84040
Loss / negative
Warning
#F59E0B
Alerts
Info
#3B82F6
Info states
PURPLE RAMP- FULL SCALE
50
100
200
400
600
700
800
900
Live preview — colours in context
Rupeia
Home
Portfolio
Goals
SIP
Your Portfolio
Track your investments and
goals in one place.
Start investing
₹1,45,000
+5.67%
Invested
₹1,32,000
Active
Returns
+₹13,000
+10.2%
DSP ELSS Tax Saver Fund
Equity · 3Y CAGR
18.76%
Nippon India Multi Cap
Multi Cap · Very High Risk
22.99%
Continue investing
INVESTMENT & SIP SCREENS
Making complex data feel approachable
After a user selects a goal, they needed to understand what happens next — how their monthly SIP is calculated, which funds are recommended, what their portfolio growth could look like, and how asset distribution breaks down. These screens had to balance financial density with readability: a genuinely hard problem in fintech UI.
All Investments
Goal
Wealth+
SIP
*Total SIP Amount
Total SIP Amount
₹4,35,000
Invested Amount
Profit
Invested Amount
₹1,32,000
Total Returns
+45,000 (5.67%)
Goal #1
Goal Amount Left
₹1,32,000
Monthly SIP
₹6,000
Months Invested
6/12
Invested Amount
₹6,000
Profit & Loss
₹2,000
+20%
Goal #2
Goal Amount Left
₹1,32,000
Monthly SIP
₹6,000
Months Invested
6/12
Invested Amount
₹6,000
Profit & Loss
₹2,000
-12%
SIP Summary Screen
Investment
Select Funds
See All Funds
DSP ELSS Tax Saver Fund
18.76%
3Y CAGR
DSP ELSS Tax Saver Fund
18.76%
3Y CAGR
DSP ELSS Tax Saver Fund
18.76%
3Y CAGR
Continue
Portfolio Growth
Asset Distribution
Benefits
Monthly SIP
₹55,000
Expected CAGR
18.76%
Goal Duration
3 years
Start Investing
Investment Detail- Fund Selection
Investment
Select Funds
See All Funds
DSP ELSS Tax Saver Fund
18.76%
3Y CAGR
DSP ELSS Tax Saver Fund
18.76%
3Y CAGR
DSP ELSS Tax Saver Fund
18.76%
3Y CAGR
Asset Distribution
29%
22%
10%
7%
12%
Large Cap
Small Cap
Fexi Cap
Mid Cap
Debt
Gold
29%
23%
10%
7%
12%
18%
Benefits
Tax Optimization Reports
Get actionable tips to reduce taxes and increase returns.
Investment Opportunities
Access curated funds designed for your risk profile and goals.
24/7 Portfolio Review
Stay in control with real-time monitoring and alerts.
Smart Rebalancing
Automatically adjust investments to keep your portfolio aligned with your goals.
Dedicated Relationship Manager
Expert advice and support whenever you need it.
Portfolio Growth
Continue
₹1L invested for 10 years could become ₹5,42,800 (18.4% p.a)
Past performance based on back tested data Disclaimer
100%
50%
14,000 | 3Y
25%
Monthly SIP
₹55,000
Expected CAGR
18.76%
Goal Duration
3 years
Start Investing
Investment Detail- Fund Selection
04 OUTCOME
Approved, built, and on its way.
The V2 designs were approved and handed off to the development team. The app moved into development and user testing — a phase I wasn't part of, but one I'd have loved to be in the room for, especially to see how real users responded to the goal storytelling concept.
What I walked away with was a deep understanding of what it means to design under real constraints — tight timelines, fast decisions, and the kind of ambiguity that only a early-stage startup can throw at you. I executed with the context I had.
04 REFLECTION
Execution is a skill,
So is knowing when to slow down
Rupeia taught me that speed and quality can coexist — but only if you're deliberate about the decisions you make fast and the ones you don't.
I learned to design for financial confidence, not just financial function. I learned that a user who doesn't understand your product won't use it, no matter how beautiful it looks.
"What does this user need to feel, not just see?"
That question now anchors every project I take on.
Next Project
ROITECH- Internship