Perfios had grown into a complex ecosystem of products and solutions. The challenge wasn't simply redesigning the website—it was finding a way to make a large BFSI portfolio feel understandable, credible and distinctly Perfios.
I was responsible for:
Design strategy
Experience architecture
Design leadership
Visual design direction
Understanding the BFSI landscape
Business lens
What does Perfios need to communicate?
Scale
Trust
Product breadth
Technology capability
Industry expertise
Customer lens
What are enterprise buyers trying to understand?
What problem does this solve?
Is it relevant to my industry?
How does it work?
Where does it fit into my existing ecosystem?
Can I trust this company?
What other solutions do they offer?
Competitive lens
How are other fintech/BFSI companies communicating?
Perfios
vs
Fintech competitors
vs
Enterprise SaaS
vs
Traditional BFSI
What should the new Perfios experience stand for?
The design principle
Make complexity discoverable
Don't expose all 75+ products at once.
Explain before you sell
Complex fintech products need contextual storytelling rather than feature dumps.
Build one ecosystem, not isolated pages
Products should feel connected to Perfios' broader capabilities.
Balance enterprise trust with technology
The visual language should feel credible enough for BFSI decision-makers while still communicating innovation.
Three directions. One strategic choice.
Brand-led
Idea: Make Perfios feel like a premium technology brand.
Strength
Strong brand presence
Emotional
Visually memorable
Risk
Product information becomes secondary
Could feel too marketing-heavy
Harder to scale across 100+ pages
Product-led
Optimise primarily for product discovery and enterprise users.
Strength
Clear navigation
Strong information hierarchy
Easy product comparison
Risk
Could become too functional
Less distinctive
Weak emotional connection
Brand × Product
Combine brand storytelling with product clarity.
Strength
Stronger identity
Better product storytelling
Scalable
Flexible for different audiences
We selected Direction 03 because Perfios needed to behave simultaneously as a technology brand and a large product ecosystem.
From product page to product story
The anatomy of product pages
What is it?
Why does it matter?
How does it work?
What capabilities does it have?
Where is it used?
Why Perfios?
One direction, multiple designers
I defined
Experience strategy
Visual language
Interaction principles
Reviews
Designer 01
Product experiences
Designer 02
Corporate / marketing
Designer 03
Motion / interaction
The stakeholder conflicts
Marketing wanted
More visual impact.
Product wanted
Faster access to information.
Leadership wanted
Stronger premium positioning.
Users needed
Clarity and confidence.
My approach
Brand + Product clarity + Enterprise trust
This became the design strategy.
Three things this project changed in my approach
Scale changes the definition of consistency
Consistency isn't making every page look identical.
It's creating a system flexible enough to support different stories.
Design direction needs evidence
The three-direction exploration helped stakeholders discuss strategy rather than subjective visual preference.
Leadership is about creating clarity
My biggest contribution wasn't designing every page. It was creating the principles, systems and direction that allowed the team to design 100+ pages coherently.