Hero Fincorp SimplyCash: End to end digital lending platform

Hero FinCorp is India's most trusted brand and a non-banking financial company, which offers 2-wheeler loans, LAP, corporate & SME loans, as part of providing consumer finance and commercial lending. Think Design partnered with Hero Fincorp, to build an instant personal loan application which is coming of age and designed to simplify lending.


Banking & Financial Services




UI UX Design

The Challenge

Simply Cash, a completely digitized personal loan app, powered by Hero FinCorp, helps users meet their personal finance goals through a simplified loan application journey requiring no physical documentation.

Hero Fincorp envisaged to create a best in the world, end to end customer experience from application, to servicing, to closure. In this context, the challenge was to create a need-based personal loan solution through a fully digital journey, without human interaction, for the target segment of creditworthy digital-savvy customers.

Ensuring real-time disbursal, negating the need for physical proofs within a constraint of minimized manpower cost, necessitated a completely digital solution. An easy journey, designed to engage and make lending effortless and convenient for customers was hence required to be built.


Our Methodology

Our engagement was marked by beginning to understand the needs of the relevant stakeholders, users, exploring factors which the users might care about most. User personas were created which further guided the creation of user journeys and task flows.

Our team carried out a competitive analysis of the other players in the market to identify the loan timelines, documentations asked and identify both the pros and cons of such portals. All insights generated through these activities fed in creating the design directions and deciding on the UI benchmarks for Simplycash.

Key Insights

1. UI For millennials

An informal interface with minimum data entry was found to be more consumable and could bring in repeat customers from our most populated demographic.

2. Clean UI

More (Pictorial) selection, fonts which were aligned with the brand team and a consistent color schema were found preferred.

3. Seeding Trust

An application which was perceived secure and gave transparency to users was found to be greater in demand and usage among people.


  • SimplyCash provides real-time loan disbursement with no human intervention or physical documentation; through seamless and relevant process flows.
  • Continuously harnessed customer insights are used to offer appropriate products during the life cycle.
  • Features like loan calculator tool and one-stop loan dashboards to view loan status and get updated with EMI schedules have been added to build upon user engagement and trust


Consulting, Stakeholder Workshop, User Interviews, Wireframing, Visual System, Front End Development, Dev. Coordination.


Current status

Simplycash was launched Mid 2018.

Extreme User Interviews
Suggested Method

Extreme User Interviews

In-depth Interviews
Suggested Method

In-depth Interviews

Task Analysis
Suggested Method

Task Analysis

Services & Expertise

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