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UNITY SMALL FINANCE BANK

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Kanlet

Unity Small Finance Bank

 is a new-age digital bank, founded by Centrum Financial Services and BharatPe. Their goal is to be India’s first truly digital bank targeting the digital natives of today.
NOCT was tasked with creating their website, catering to multiple audiences, that would convey it’s position and value proposition.

Brief

Understanding user needs and challenges with banking websites

Competitive analysis to identify brand positioning & content

Requirement Gathering

For ensuring a consistent design language across modules and devices, we created a device-specific design system with 170+ reusable components across mobile & web. It includes all colours, text styles, variations and states of all components used, making it the single source of truth and improving efficiency for designers & developers.

Unity Bank's design features a minimal color palette with neutral tones and yellow accents, clear modern typography, structured isometric illustrations, and subtle motion elements to enhance user engagement.

Colour palette built around Unity’s signature yellow

Isometric illustrations

Minimalistic Iconography

Bold & clean typography system

Crafted with isometric precision, smooth movements, and a sleek modern design, these animations create engaging, visually intuitive narratives that enhance understanding and bring financial concepts to life.

As part of our content strategy, we maintained a conversational tone throughout the website. Storytelling played a crucial role in making the experience more relatable, while using simple and direct language ensured clarity. On key pages, we connected product features through a single storyline, creating an engaging dialogue with users. By focusing on a value-driven narrative, the copy highlighted the benefits to the customer. We also considered SEO best practices by incorporating relevant keywords into the content to enhance its discoverability and reach.

Simplified content & value communicated as a storyline--

connecting sections through titles forming story,

coloured sections and transition between them

Value provided upfront--- value-centric, rather than feature-centric

We structured the website to serve four key personas: Personal Banking, Business Banking, Inclusive Banking, and Regulators & Investors. Each section was designed to address their unique needs effectively.

: Focused on everyday banking products and services for retail customers.

: Covered banking solutions for small and large businesses, including current accounts and financial support.

: As a small finance bank, Unity needed to acknowledge this offering without making it a primary focus online, as most customers in this segment rely on ground agents for guidance. The section provided high-level information without excessive detail.

: This group required access to policies, regulatory disclosures, board member details, and other key corporate information.
By structuring the website around these personas, we ensured a seamless experience tailored to the distinct needs of each audience.

Like most banks, Unity Small Finance Bank had a growing range of financial products serving diverse audiences. To help users quickly find relevant offerings, the website’s navigation needed to be intuitive, scalable, and easy to understand. Through multiple iterations and usability testing, we designed a two-level navigation system. The first level was persona-based, allowing users to choose between Personal, Business, or Inclusive Banking. The second level grouped products by financial goals—such as Save, Borrow, or Insure—reflecting how users naturally think about their needs. This approach improved discoverability while keeping the navigation flexible enough to support future product expansion.

The website was designed with long-term scalability and content ownership in mind. By integrating a no-code CRM with a WYSIWYG interface, non-technical teams were empowered to manage and update content independently. This reduced dependency on developers, enabled faster iteration, and ensured the website could evolve alongside business needs.