Bigul is a growing Indian fintech brand launched in 2021 that empowers people to trade, invest and engage with financial markets. In a daunting space like finance, and amongst a sea of serious platforms, Bigul wanted to carve its own way to be accessible and approachable to everyone.
I was brought in as a freelance web designer to work alongside their in-house team to help refine their design direction, shape the user experience and interface of their client-facing informational website.
Client: Travel Buddy • Project: App Redesign
Skills: UI/UX Design, Product Strategy
Role: Product Designer
Responsive custom web design for Bigul
So, the challenge here wasn't refining the visual identity; it was in identifying how to design a balanced digital experience with the brand's desired positioning and present information with clarity and structure, to invoke trust in clients while supporting business growth.
When I entered the picture, Bigul had already established its brand identity and industry positioning to be vibrant and playful. The in-house team had created an informational website as a pitch of their new business, but the site wasn't helping the cause, that is, to convert browsers into their clients.
Challenge
Standing out without being taken lightly
old home page section that looked friendly and nice but failed to convert clients
However, being different alone wasn’t getting them clients. They needed to provide clear information as well, which their current site structure and layout didn’t support.
Before redesigning anything, I stepped back to understand what Bigul was already doing well. The brand wasn’t trying to look like another serious trading platform. It had leaned into vibrant colours, playful illustrations, and friendly language, with a desire to make trading and investing feel more open and modern.
Research
Making sense before screens
The task was to transform Bigul’s intent into a clear, engaging and scalable digital experience.
So, I approached them as a single system rather than isolated pages. I designed a shared layout and content structure to create familiarity and flow, while allowing creative elements to adapt to each segment’s content.
The redesign began with the brand shifting its focus from features to users. Their internal research had identified three core client segments – Traders, Investors and Developers – each with distinct motivations and needs, and a corresponding set of services curated for them. Now the need was a way to present these offerings with consistency and clarity.
Approach
Designing for clients
This helped users intuitively understand that these were parallel choices, three paths at the same level, rather than disconnected offerings.
And, to stay true to the brand’s personality, I retained the existing illustration style but tailored it to each piece of content and ensured that it aided in making the content scannable, understandable and engaging.
The next focus was designing for the wealth of information Bigul needed to present. Their offerings spanned tools, products, and live market data, all of which were expected to change and grow constantly. Instead of designing each page individually, I worked on defining repeatable page structures that could adapt to real content while maintaining brand personality, clarity and ease of use.
Structuring
Designing For Information
(info sites can have PDPs too!)
A reusable structure designed to introduce their products clearly while supporting feature additions and variations for different product pages.
Like, this Product Description Page
Another structure designed to share real-time information about each stock that they recommend. These were planned to be CMS-linked pages to accomodate varying content volumes.
And, this Stock Details Page
Some of the pages needed to handle dense data without overwhelming users. The IPO listings were one such example. Users needed visibility into upcoming, open, and closed IPOs, but presenting all three at once risked turning the page into a wall of numbers.
Optimising
Designing for dense data visualisation
Instead of displaying everything, I grouped these states into a tab-based structure that let users focus on one set of information at a time, while still understanding what else was there.
On mobile, this approach became even more critical. The table layout was rethought to prioritise scannability and key signals, ensuring the experience stayed usable even when screen space was limited.
As the redesign came together, ensuring the experience translated well across devices became essential. While many sections scaled naturally, some needed a more adaptive approach. I reconstructed tables and content-heavy sections for smaller screens to prioritise readability and visual harmony. The goal wasn’t to merely mirror desktop layouts on mobile, but to design for clarity and ease of use, regardless of screen size. Below is a glimpse of some of the sections that were adopted from desktop to mobile…
Adapting
Responsive wasn't always enough
Closing the Loop
With the core design direction set and development moving forward, my involvement concluded once the website had a solid, adaptable system in place to support future growth.
As the redesign progressed, my role focused on establishing a strong, scalable foundation that Bigul’s internal teams could continue to build upon. By the end of my engagement, key page structures, responsive layouts, and visual patterns were clearly defined and documented
