A leading Indian bank wanted to introduce flexible personal credit to India's middle class, a group historically excluded from low-stakes borrowing. I joined the project embedded with BCG to design the product from scratch.

Credit carried deep cultural stigma. The first version of the product looked polished but still felt scary, with too many numbers, too many clicks, and no emotional reassurance. My challenge was to reframe credit as something familiar and controllable, not intimidating.

I led end-to-end design: research and immersion, product design across the full withdrawal flow, CRO strategy, and the complete communications suite including persona-based push notifications, WhatsApp messages, and marketing collateral.

The product went live within a year of the pitch, reaching 1.3 million users. Credit line products are now commonplace in India.